One intent source isn't enough

A Tier 1 intent score from Bombora means an account is showing buying behaviour across the B2B media network. It’s a useful signal. It is not a green light to fire an outbound sequence.

Why does single-source intent data produce false positives?

The false positive rate on single-source intent is high enough to make it noisy. An account can hit Bombora Tier 1 because one employee is researching competitors out of curiosity, because an existing customer is running a renewal assessment, or because a student at a target company is doing academic research on your category.

Which signal combinations are worth layering before activation?

The builds that perform best layer two or three signals before triggering activation: Bombora intent plus web visit data, Madison Logic content consumption plus buying stage, or LinkedIn job postings plus intent. Each pairing confirms the same account through two independent sources.

Bombora intent + web visit data. If the account is at Tier 1 intent and someone from that domain has hit your pricing or comparison pages in the last 14 days, the signal is real. Two independent data points pointing the same direction.

Madison Logic content consumption + buying stage. Madison Logic shows which accounts are consuming content in your category. When that overlaps with the buying stage prediction, you’ve got a picture that’s hard to fake.

LinkedIn job postings + intent. An account hiring for a role that uses your product category, combined with intent signals, is a high-confidence indicator. They’re evaluating solutions and building the team to use one.

How do you set up intent triangulation in Clay?

Run your primary intent filter first. Then add a second column that checks a different source for the same account. Flag records where both conditions are true and route only those to activation. The volume drops. The conversion rate goes up enough that the math still wins.