Unifying Product and Marketing Teams Through Strategic Design
Bombora is one of the largest B2B intent data providers in the world — the company most B2B sales and marketing teams quietly depend on to know which accounts are in-market right now. We embedded with Bombora for three-plus years as their outside design partner, running ongoing product design sprints alongside the in-house PM team, contributing to PRDs, and shipping the full B2B brand surface area: marketing site, product UI, sales enablement, event creative, and the thousands of marketing assets that fed the company's go-to-market engine.
Live since 2019
A B2B intent data leader whose product and marketing weren’t talking.
Bombora is the back-end of B2B sales and marketing for most of the Fortune 500. The company aggregates intent signal across thousands of B2B publishers, surfaces which accounts are actively researching a category, and feeds that data into the CRM and ABM stacks of brands like Salesforce, LinkedIn, Marketo, and effectively every modern revenue team. The product is foundational. The brand and the customer experience hadn’t kept pace with the technology.
The headline problem was organizational: product and marketing operated in adjacent universes. The product team was shipping a sophisticated platform that gave revenue teams a competitive edge; the marketing team was selling against a website where a first-time visitor couldn’t see the platform in action. Sales enablement decks were each a one-off, brand collateral inconsistencies showed up across trade shows, and the design language between the product and the marketing site read as two different companies. Visitors arriving to evaluate Bombora hit a friction wall before they ever saw the product.
The brief was structural. Embed with Bombora as the outside design partner, integrate with the in-house product team’s sprint cadence and PRD process, overhaul the marketing site with live product demos that let a first-time visitor experience the platform in seconds, and stand up the brand collateral system that gave the GTM team consistent, on-brand assets across digital, sales enablement, and event channels — at the volume a high-growth B2B SaaS company actually consumes them.
Embed with the team. Run the sprint. Own the brand surface area.
B2B brand identity refined for a category-defining platform.
Sharpened Bombora's visual identity to match the technical sophistication of the platform — typography hierarchy that handled both data-heavy product UI and editorial marketing copy, a color system tuned for revenue-leader audiences, and the visual language that finally made the product side and the marketing side read as one company.
Embedded product design sprints — 78 across three years.
Integrated with the in-house product and PM teams running fortnightly design sprints. 26 sprints per year, 78 over the three-year window. Each sprint coupled UX design to PRD review, prototype validation, and engineering handoff. The cadence kept Bombora's product UI shipping at the rate the platform demanded.
PRD contribution as the product partnership matured.
Beyond pixels, the partnership grew into Product Requirement Document contribution — design-side input on user research, competitor analysis, MVP scoping, success metrics, and the design-engineering tradeoffs that ship a feature on time. 142 PRDs touched across the engagement; the design-PM relationship became one of the company's shipping advantages.
Marketing site overhaul + live product demos.
Rebuilt the marketing site so first-time visitors could experience the platform inside the website itself. Embedded interactive product demos for the company's core surfaces — Company Surge, Audience Solutions, Bombora Visits — let prospects feel the data in 90 seconds instead of waiting for a sales call. Drove a 217% lift in demo-to-conversion and a measurable compression in sales cycle length.
A brand collateral system at GTM-engine scale.
Stood up the design system that fed the marketing and sales engine: digital marketing assets (email campaigns, paid social, ad creative), sales enablement (presentation decks, case studies, product sheets, talk tracks), and event materials (trade-show booths, banner systems, swag and promotional kits). 2,400+ assets shipped over three years against a single source-of-truth design system.
Event presence designed to own the room.
Designed Bombora's presence at the conference circuit that matters in B2B GTM — Forrester B2B Summit, MarTech, Dreamforce, Saastr Annual, regional ABM events. Booth design, banner systems, signage, swag, and the talk-track creative that supported execs on stage. The brand showed up consistently at every venue where a future customer might first encounter it.
Their expertise in design and strategic collaboration has been instrumental in unifying our product and marketing teams. Their ongoing support and innovative solutions have helped us reach new heights in our growth journey.
Rob Armstrong · Bombora
Numbers that matter at GTM scale.
Brand, product, and marketing — in production.
Commence Studio's expertise in design and strategic collaboration has been instrumental in unifying our product and marketing teams. Their ongoing support and innovative solutions have helped us reach new heights in our growth journey.
Like what you see? Let's talk about your commerce stack.
A 14-day strategic diagnostic — we audit your current stack, identify the friction worth fixing first, and ship a phased plan with sized investments. Fully credited toward an engagement if we move forward together.
What you walk away with
- ✓A measured map of every friction point in your current commerce flow
- ✓Three phased options — minimum, considered, comprehensive
- ✓Sized investments and timelines, no aspirational ranges
- ✓A clear "don't hire us if…" section. We mean it.
