Surge Data
Surge data identifies accounts showing unusual increases in research behavior on specific topics — the actionable subset of intent data flagging accounts with elevated buying probability for sales prioritization.
Why This Matters
Surge data calculation: aggregate research behavior (web visits, content engagement, search queries) by account and topic; compare current period to baseline; flag accounts with 2-4x baseline behavior as 'surging'. Surging accounts convert 3-7x higher than baseline accounts in same period — surge represents most actionable signal in intent data. Bombora popularized 'Surge Score' methodology now standard in intent data products. Sales prioritization through surge data enables 'spike-and-strike' outbound approach engaging accounts during peak interest windows.
Frequently Asked Questions
Frequently Asked Questions
How quickly should sales engage surging accounts?
Within 24-48 hours of surge detection. Surge windows are short (typically 2-4 weeks) before researching accounts either purchase or move past current evaluation. Speed maximizes engagement during interest peak.
What's the difference between surge data and standard intent data?
Standard intent data shows baseline research activity. Surge data filters for accounts showing significant increases above baseline. Surge data is action-prioritized intent — focused on highest-probability opportunities.