Best B2B Intent Data Providers

These platforms are front-loaded with features on data, such as real-time intent signals, account identification, lead scoring, and market segmentation.

They’ll often integrate with your CRM or other sales tools, pushing enriched data directly to where your sales team lives.

Some offer predictive analytics, giving you not just data, but insights on the ‘next best action.’ 

The biggest perks?

Increased sales and marketing efficiency by honing in on the accounts showing signs of being in-market for your type of solution.

You’re not just casting a wide net and hoping for the best.

Intent data lets you prioritize leads who are showing real interest, potentially shortening sales cycles and improving conversion rates.

It’s about making smarter decisions, not more of them.

Typically, it’s the sales and marketing teams at B2B companies who get the most out of these tools.

Whether it’s the folks in demand generation, account-based marketing, or the sales reps themselves, anyone responsible for driving revenue can find value.

It’s all about aligning sales and marketing efforts more closely than ever before.

Not going to sugarcoat it—it can be a bit of a journey.

You’re looking at initial setup, integration with your existing systems, and training your team to interpret and use the data effectively (a tall task…)

But if you can find a way to effectively leverage this data, you’ll get be able to get into more deals than you would have without it.

The key is choosing a provider whose tools not only play nice with your existing tech stack but also has the data that your team can test and prove that it works for your needs — or take a major risk and leap of faith that they will deliver on their data quality promises… 

Each has its strengths.

Bombora is great for signals of buyers’ interest “surging” in specific topics, Zoominfo shines with intent data and direct contact data in the same platform, 6sense excels in predictive insights on your “dark funnel,” and TechTarget focuses on specific IT tech markets with its sprawling network of technology-specific websites.

You’ll want to not only see demo of a few to see which aligns best with your specific needs, but also run a proof-of-concept (POC) to put your choices to the test.

In short, a lot…

Cost can vary widely based on features, scale, and how much data you’re accessing.

You could be looking at anywhere from a few thousand dollars a year to six figures for enterprise solutions.

Most providers offer tiered pricing, so you can start smaller (still a major investment) and scale as your needs grow.

There’s no two ways about it; deciding to get one of these solutions is a big bet.

In my 10+ years of experience working in B2B Demand Gen, I’ve used multiple buyer intent data solutions: ZoomInfo, Bombora, G2, and RainKing (now part of ZoomInfo). I’ve also evaluated 6sense and TechTarget closely.