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Apr 9, 2020 · 20m · top-founders

1720 Bombora CEO Hits $30m ARR, Applies for PPP, Finds Virus Patterns Among B2B Brands

Eric Matlick · 11m spoken Nathan Latka · 5m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this interview, Bombora CEO Eric Matlick explains how the bootstrapped B2B intent data platform scaled to $30 million in ARR, detailing its proprietary publisher cooperative, sales enablement applications, and operational resilience during the COVID-19 pandemic.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 33.1% of the talking time here. How this is scored →

Nathan as informed peer 5.2 Guest teaching 2.0 Guest disagreement 1.2 Nathan pushing back 1.8
05100:0010:0020:000:00–3:31 · Nathan as informed peer 5/10 Show Schedule Changes and iTunes Review Request Nathan introduces the show and Bombora's background before engaging Eric on company bootstrapping milestones and core Surge product mechanics. The exchange is cordial and conversational.3:47–5:51 · Nathan as informed peer 6/10 Sales Enablement and Account-Based Marketing Applications Eric explains the core applications of intent data for outbound sales and ABM targeting. Nathan demonstrates quick comprehension by articulating a precise end-user workflow scenario.5:52–8:03 · Nathan as informed peer 4/10 Proprietary Technology: NLP Engines and Publisher Data Cooperative When Nathan guesses review sites like G2 or Capterra as data sources, Eric clarifies that Bombora builds exclusive cooperatives with major business news publishers like WSJ and Bloomberg.8:05–11:58 · Nathan as informed peer 6/10 Customer Base Expansion, ACV Adjustments, and Revenue Growth Nathan presses for specific top-line ARR numbers when Eric begins detailing enterprise contract values instead. Eric details moving down-market to mid-market ACVs and adapting to the crisis.12:01–18:19 · Nathan as informed peer 6/10 Sponsor Break: HostGator Website Hosting and Builder Nathan accurately calculates the CARES Act PPP formula on the fly before Eric presents exclusive macro B2B intent data showing COVID-era purchasing dips and search surges.18:20–18:50 · Nathan as informed peer 4/10 Organizational Breakdown: R&D and Quota-Carrying Headcount Nathan rapidly collects organizational headcount numbers across R&D and quota-carrying sales reps before moving into standard rapid-fire closing questions.0:00–3:31 · Guest teaching 1/10 Show Schedule Changes and iTunes Review Request Nathan introduces the show and Bombora's background before engaging Eric on company bootstrapping milestones and core Surge product mechanics. The exchange is cordial and conversational.3:47–5:51 · Guest teaching 1/10 Sales Enablement and Account-Based Marketing Applications Eric explains the core applications of intent data for outbound sales and ABM targeting. Nathan demonstrates quick comprehension by articulating a precise end-user workflow scenario.5:52–8:03 · Guest teaching 4/10 Proprietary Technology: NLP Engines and Publisher Data Cooperative When Nathan guesses review sites like G2 or Capterra as data sources, Eric clarifies that Bombora builds exclusive cooperatives with major business news publishers like WSJ and Bloomberg.8:05–11:58 · Guest teaching 2/10 Customer Base Expansion, ACV Adjustments, and Revenue Growth Nathan presses for specific top-line ARR numbers when Eric begins detailing enterprise contract values instead. Eric details moving down-market to mid-market ACVs and adapting to the crisis.12:01–18:19 · Guest teaching 3/10 Sponsor Break: HostGator Website Hosting and Builder Nathan accurately calculates the CARES Act PPP formula on the fly before Eric presents exclusive macro B2B intent data showing COVID-era purchasing dips and search surges.18:20–18:50 · Guest teaching 1/10 Organizational Breakdown: R&D and Quota-Carrying Headcount Nathan rapidly collects organizational headcount numbers across R&D and quota-carrying sales reps before moving into standard rapid-fire closing questions.0:00–3:31 · Guest disagreement 1/10 Show Schedule Changes and iTunes Review Request Nathan introduces the show and Bombora's background before engaging Eric on company bootstrapping milestones and core Surge product mechanics. The exchange is cordial and conversational.3:47–5:51 · Guest disagreement 1/10 Sales Enablement and Account-Based Marketing Applications Eric explains the core applications of intent data for outbound sales and ABM targeting. Nathan demonstrates quick comprehension by articulating a precise end-user workflow scenario.5:52–8:03 · Guest disagreement 2/10 Proprietary Technology: NLP Engines and Publisher Data Cooperative When Nathan guesses review sites like G2 or Capterra as data sources, Eric clarifies that Bombora builds exclusive cooperatives with major business news publishers like WSJ and Bloomberg.8:05–11:58 · Guest disagreement 1/10 Customer Base Expansion, ACV Adjustments, and Revenue Growth Nathan presses for specific top-line ARR numbers when Eric begins detailing enterprise contract values instead. Eric details moving down-market to mid-market ACVs and adapting to the crisis.12:01–18:19 · Guest disagreement 1/10 Sponsor Break: HostGator Website Hosting and Builder Nathan accurately calculates the CARES Act PPP formula on the fly before Eric presents exclusive macro B2B intent data showing COVID-era purchasing dips and search surges.18:20–18:50 · Guest disagreement 1/10 Organizational Breakdown: R&D and Quota-Carrying Headcount Nathan rapidly collects organizational headcount numbers across R&D and quota-carrying sales reps before moving into standard rapid-fire closing questions.0:00–3:31 · Nathan pushing back 1/10 Show Schedule Changes and iTunes Review Request Nathan introduces the show and Bombora's background before engaging Eric on company bootstrapping milestones and core Surge product mechanics. The exchange is cordial and conversational.3:47–5:51 · Nathan pushing back 1/10 Sales Enablement and Account-Based Marketing Applications Eric explains the core applications of intent data for outbound sales and ABM targeting. Nathan demonstrates quick comprehension by articulating a precise end-user workflow scenario.5:52–8:03 · Nathan pushing back 2/10 Proprietary Technology: NLP Engines and Publisher Data Cooperative When Nathan guesses review sites like G2 or Capterra as data sources, Eric clarifies that Bombora builds exclusive cooperatives with major business news publishers like WSJ and Bloomberg.8:05–11:58 · Nathan pushing back 4/10 Customer Base Expansion, ACV Adjustments, and Revenue Growth Nathan presses for specific top-line ARR numbers when Eric begins detailing enterprise contract values instead. Eric details moving down-market to mid-market ACVs and adapting to the crisis.12:01–18:19 · Nathan pushing back 2/10 Sponsor Break: HostGator Website Hosting and Builder Nathan accurately calculates the CARES Act PPP formula on the fly before Eric presents exclusive macro B2B intent data showing COVID-era purchasing dips and search surges.18:20–18:50 · Nathan pushing back 1/10 Organizational Breakdown: R&D and Quota-Carrying Headcount Nathan rapidly collects organizational headcount numbers across R&D and quota-carrying sales reps before moving into standard rapid-fire closing questions.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 79.2% · guest 20.8%0:00 · Nathan 79.2% · guest 20.8%3:00 · Nathan 17.6% · guest 82.4%3:00 · Nathan 17.6% · guest 82.4%6:00 · Nathan 8.2% · guest 91.8%6:00 · Nathan 8.2% · guest 91.8%9:00 · Nathan 18.8% · guest 81.2%9:00 · Nathan 18.8% · guest 81.2%12:00 · Nathan 51.7% · guest 48.3%12:00 · Nathan 51.7% · guest 48.3%15:00 · Nathan 2.9% · guest 97.1%15:00 · Nathan 2.9% · guest 97.1%18:00 · Nathan 57.5% · guest 42.5%18:00 · Nathan 57.5% · guest 42.5%
Sharpest disagreement ▶ 6:35 Guest redirects data partner framing

Eric immediately corrects Nathan's assumption that data comes from software review directories, clarifying it comes from premium media publishers.

 Hardest push from Nathan ▶ 9:06 Host restates revenue growth inquiry

Nathan interrupts Eric's breakdown of tier-specific ACVs to firmly bring the conversation back to macro company ARR growth.

 Biggest teaching moment ▶ 6:35 Publisher data cooperative mechanics explained

Eric educates Nathan on Bombora's proprietary IP and exclusive relationships across thousands of major B2B content publishers.

 Nathan holds their own ▶ 12:26 Instantaneous PPP math breakdown

Nathan recites the exact monthly payroll calculation and 2.5x multiplier for the newly announced CARES Act PPP loan on the fly.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Show Schedule Changes and iTunes Review Request 5111 Nathan introduces the show and Bombora's background before engaging Eric on company bootstrapping milestones and core Surge product mechanics. The exchange is cordial and conversational.
Sales Enablement and Account-Based Marketing Applications 6111 Eric explains the core applications of intent data for outbound sales and ABM targeting. Nathan demonstrates quick comprehension by articulating a precise end-user workflow scenario.
Proprietary Technology: NLP Engines and Publisher Data Cooperative 4422 When Nathan guesses review sites like G2 or Capterra as data sources, Eric clarifies that Bombora builds exclusive cooperatives with major business news publishers like WSJ and Bloomberg.
Customer Base Expansion, ACV Adjustments, and Revenue Growth 6214 Nathan presses for specific top-line ARR numbers when Eric begins detailing enterprise contract values instead. Eric details moving down-market to mid-market ACVs and adapting to the crisis.
Sponsor Break: HostGator Website Hosting and Builder 6312 Nathan accurately calculates the CARES Act PPP formula on the fly before Eric presents exclusive macro B2B intent data showing COVID-era purchasing dips and search surges.
Organizational Breakdown: R&D and Quota-Carrying Headcount 4111 Nathan rapidly collects organizational headcount numbers across R&D and quota-carrying sales reps before moving into standard rapid-fire closing questions.

Statements from this episode (13)

Disclosure
Matlick: 65% of Bombora revenue comes from subscriptions
“A lot of our revenue over, over 50 clusters, 65% of our revenue today is subscription revenue.”
Eric Matlick Apr 9, 2020 ▶ 2:33
Assertion Not checkable as stated
Bombora secures exclusive data rights with 70% of its publisher partners
“About like, 70% of those relationships that we have with those publishers are exclusive. So there is no way to get the buying signals anywhere else other than through Bombora.”
Eric Matlick Apr 9, 2020 ▶ 6:54
Assertion Not checkable as stated
Matlick: Bombora processes 30 billion page events monthly
“We see. Thirty billion pages on a given month.”
Eric Matlick Apr 9, 2020 ▶ 7:20
Assertion Not checkable as stated
Matlick: Close to 2,000 customers purchase Bombora data
“There's close to 2000 customers that purchased the Bombora data.”
Eric Matlick Apr 9, 2020 ▶ 8:05
Assertion Not checkable as stated
Matlick: Bombora has almost 200 direct sales customers
“And today we have almost 200 customers that are buying us directly.”
Eric Matlick Apr 9, 2020 ▶ 8:24
Assertion Not checkable as stated
Bombora's enterprise ACV hits $150k while mid-market strategy targets $30k
“Yeah, our ACV was around 150, but it's it'll go down actually now that we're focusing on, on the mid-market, if you will. And so those are like the 30,000 dollar range ACVs.”
Eric Matlick Apr 9, 2020 ▶ 8:33
Assertion Not checkable as stated
Bombora generated $26M ARR in 2018 and over $30M in 2019
“Two years, nine, nine, 2000 and 19, we did over 30. 2018 was 26.”
Eric Matlick Apr 9, 2020 ▶ 9:22
Disclosure
Matlick: Bombora planned 35% growth in 2020 before lowering targets
“This year we were planning on growing around 35%, and I'll tell you that we did take our numbers back a little bit over the last few weeks.”
Eric Matlick Apr 9, 2020 ▶ 9:30
Assertion Not checkable as stated
Bombora closed record new customer logos during the March 2020 market crash
“In fact, in March, in the last two weeks in March, even we closed more new logos, new customers than we've really ever closed before.”
Eric Matlick Apr 9, 2020 ▶ 10:26
Disclosure
CEO Eric Matlick applied for over $1M in PPP relief for Bombora
“It's a little over a million. I have no idea what to expect. We put the application in and”
Eric Matlick Apr 9, 2020 ▶ 13:08
Assertion Supported
Matlick: Online B2B content consumption surged in early 2020, led by healthcare and finance
“What this is showing that there's the amount of consumption that business professionals are doing has been very steady in the last few weeks has increased significantly. Of course, as you would expect this looks at a bunch of different Large topical areas like…”
Eric Matlick Apr 9, 2020 ▶ 14:08
Assertion Supported
Matlick: B2B purchasing propensity dipped in February 2020 before stabilizing in April
“By the second week in February, something very strange happened, and all of a sudden, there was a pretty big diversion or a dip in company propensity to purchase, and we know why that was. Most likely because of COVID. And that is actually what happened over t…”
Eric Matlick Apr 9, 2020 ▶ 15:48
Disclosure
Bombora employs just under 20 quota-carrying sales reps
“It's just under 20.”
Eric Matlick Apr 9, 2020 ▶ 18:47
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