Use Company Surge signals, powered by Bombora

Please note: intent signals can be used with either purchased credits or a seat plan that includes credits. Both are not required.

Summary

Company Surge is an intent signal in HubSpot, powered by Bombora, that detects when a tracked company's research activity spikes on topics related to your business. Signals are sourced from Bombora's B2B Data Co-op, which covers millions of companies across thousands of business and publisher websites. Use Company Surge signals to identify high-intent companies and prioritize outreach earlier in the buying cycle. No existing Bombora account is required.

Company Surge signals appear in the Signals tab and on company record timelines alongside your other intent signals. They work across activity timelines, segments, workflows, lead scoring, personalization tokens, and reports.

Before you get started

• To track companies for intent signals, you need HubSpot Credits.
• To track companies, you need Data Enrichment permission.
• To edit intent signal settings, you need edit Buyer Intent permission.

Configure topics for Company Surge

When you first visit buyer intent with Company Surge available, HubSpot automatically selects up to 12 Bombora topics for your account based on your website, and if set, your current research intent topics. You can review, edit, add, or remove these topics at any time.

1. In your HubSpot account, click More, then navigate to Marketing > Buyer Intent. If More doesn't appear in your account, navigate to Marketing > Buyer Intent directly.
2. Click the Signals tab.
3. In the upper right, click My Signals.
4. Find Company Surge in the list of signal types, then click the Edit Topics icon.
5. To add a topic, enter a keyword (e.g., CRM) in the search field and select from the matching topics.
6. To remove a topic, click the X next to the topic name.
7. Click Save.

Turn the signal on or off

All signal types are on by default. To turn off Company Surge:

1. In your HubSpot account, click More, then navigate to Marketing > Buyer Intent. If More doesn't appear in your account, navigate to Marketing > Buyer Intent directly.
2. Click the Signals tab.
3. In the upper right, click My Signals.
4. Find Company Surge in the list of signal types, then click to pause.

Please note: when you turn off a signal type, it won't fire going forward. Historical signal events previously recorded will remain on company record activity timelines and in the Signals tab.

Track companies for Company Surge

There's no separate tracking configuration for Company Surge. Any company you track for standard intent signals is automatically tracked for your configured Bombora topics at no additional cost. This includes companies you're already tracking.

Learn more about tracking companies for signals.

View Company Surge signals

Each Company Surge signal event includes:

• Topic: the Bombora topic the company is actively researching
• Research level: the company's research intensity, shown as High, Medium, Mild, or Low
• Category: the broad category the topic falls into
• Top metros: the top three geographic areas where research activity is concentrated
• Source: Bombora

To filter the Signals tab to only Company Surge signals:

1. In your HubSpot account, click More, then navigate to Marketing > Buyer Intent. If More doesn't appear in your account, navigate to Marketing > Buyer Intent directly.
2. Click the Signals tab.
3. Click Filters.
4. Click the Signal type dropdown menu and select Company Surge.

You'll see all tracked companies that have triggered a Company Surge signal.

Source attribution

Company Surge signals are attributed to Bombora as the source. Source attribution appears:

• On the intent signal detail panel in the Signals tab.
• In company record activity timelines, workflows, segments, scoring, and reporting, via the Source event property for Company Surge events.

Use Company Surge in HubSpot tools

Company Surge works the same way as other intent signals across HubSpot. You can use topic, research level, category, and top metros as:

• Workflow triggers and actions: use workflows to enroll companies in sequences, create tasks, or notify reps when a Company Surge signal fires.
• Segment filters: build segments based on companies that have triggered a Company Surge signal. 
• Lead scoring criteria: contribute Company Surge activity to a company's combined score. 

• Personalization tokens: use Company Surge signal properties to personalize emails and content.
• Reports: build custom reports using Company Surge events as a data source.

Frequently asked questions

How is Company Surge different from Research level change?

Research level change is HubSpot's native research intent signal, powered by HubSpot's proprietary intent ecosystem. Company Surge is sourced from Bombora's separate B2B Data Co-op network. Both can run in parallel—they expand topic and company coverage rather than overlap.

Does Company Surge cost extra credits?

No. Company Surge is included in the existing per-company tracking cost. There is no additional per-signal charge.

Do I need a Bombora account?

No. Company Surge is included natively with HubSpot intent signal tracking. If you want access to a deeper volume of Bombora data beyond what's included, you'll need to purchase a paid plan from Bombora and connect the Bombora integration.

Can I change my topics after the initial auto-selection?

Yes. After HubSpot auto-selects your initial topics, you have full control. You can add, edit, or remove any topic at any time. The system won't regenerate topics automatically after the initial setup.

What is the topic limit?

You can configure up to 12 Bombora topics per account.

Related articles

• Use intent signals
• Use research intent
• Use buyer intent
• Configure buyer intent