13 Best Intent Data Providers To Boost Sales in 2024

In B2B, capturing the attention of buying teams is notoriously difficult, with less than 3% engaging with vendors early on.

This is largely because these teams conduct their preliminary research in stealth mode. This makes it challenging for marketers and sellers to identify and connect with potential leads.

This is where intent data providers come into play. They specialize in detecting signals from buyers actively researching topics related to your offerings, helping to recognize genuine purchase intent.

In my experience, investing in intent data providers has proven to be highly beneficial. They offer a solid ROI by effectively pinpointing and engaging with prospective customers.

Let’s dive into an overview of the leading intent data providers.

Buyers Guide: How I Conducted My Research

When choosing an intent data provider, it’s important to understand the basics of intent data. Most importantly, you must differentiate between first-party data collected from your assets and third-party intent data sourced externally. Your decision should hinge on which data type better serves your marketing and sales goals.

• Data Accuracy and Quality: Reliable data collection methods, and high-quality data that matches your target market.
• Intent Signal Variety: Seek providers offering diverse behavioral signals for deeper buyer insights.
• Analytics and Insights: Choose providers with strong analytics for actionable insights to improve strategies.
• Integration Compatibility: Ensure the provider’s tools integrate well with your existing systems.
• Compliance and Data Privacy: Confirm compliance with data privacy laws like GDPR or CCPA.
• Coverage and Reach: Look for providers with extensive industry and regional coverage.
• Customer Support and Training: Opt for providers that offer thorough support and training resources.

What Are the Top Intent Data Providers?

1. Bombora

Bombora’s offering identifies intent signals from over 5,000 B2B media properties, covering millions of businesses and decision-makers globally. The company boasts a detailed taxonomy that allows targeting by specific topics or industries.

Key Benefits

• Intent Signal Variety: With over 14,000 topics, Bombora broadens your insight into various audience interests.
• Data Accuracy and Quality: Leveraging consent-based data from a 5,000 B2B site cooperative—70% exclusive to Bombora—ensures reliable insights.
• Compliance and Data Privacy: Bombora’s ethical data collection complies with GDPR and CCPA, providing trustworthy data without privacy concerns.
• Integration Compatibility: Easy integration with leading platforms like Marketo, Salesforce, and HubSpot enriches your existing tools.
• Analytics and Insights: Advanced BERT-based analytics decode the context behind search behaviors, offering a nuanced view of buyer intent.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

Bombora excels in the Account-based marketing space with unmatched external sources and over 14,000 intent topics, making it ideal for pinpointing high-potential leads through its surge score feature.

It integrates smoothly with existing tech stacks, enriching ABM efforts without extra tools.

However, those without sales automation may need to invest in additional software like Cognism or SalesIntel.

The extent of plug-and-play integrations varies by your current setup, positioning Bombora as a flexible but dependent option for boosting ABM strategies. For top-tier intent data, Bombora is certainly worth considering.

G2 Rating (4.4/5) 

2. 6sense

6sense Revenue AI™ for Sales offers a comprehensive digital platform, streamlining access to essential account and buying team insights, including the “Dark Funnel” where most B2B research is anonymous.

Key Benefits

• Intent Signal Variety: Delivers insights from diverse sources like web visits, content interaction, and social media to understand customer interests.
• Analytics and Insights: Uses AI and machine learning to analyze buyer signals and predict future purchases.
• Dashboard: Offers a personalized dashboard for easy opportunity identification, account prioritization, and quick insight gathering for targeted communication.
• Customer Support and Training: The 6sense team provides exceptional support and training, ensuring user success based on firsthand experiences.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

Having used 6sense for 1.5 years, I’ve seen its pros and cons firsthand. The customer success team is excellent, making it easy to integrate 6sense into our outbound process and stay updated with new features, leading to a positive ROI. The platform is user-friendly, with a wide variety of data that aids in prioritizing accounts and crafting personalized messages.

One major shortcoming is the lack of comprehensive intent data for mid-market segments or non-U.S. markets. However, this shortcoming applies to the entire industry.

Despite this, if you’re looking for intent data software that offers robust first-party and third-party data and actionable insights, 6sense is worth considering.

G2 Rating (4.4/5)

3. Demandbase

Demandbase is one of the leading platforms in account-based marketing (ABM). It delivers a cloud-based AI-driven platform that empowers businesses to precisely target and engage their most valuable accounts.

Key Benefits

• Account Intelligence: Merges first-party B2B intent data with third-party data for a full 360° account view.
• Analytics and Insights: Easy-to-use predictive analytics for scoring accounts on fit, intent, relationship stage, and engagement.
• Integration Compatibility: Smoothly integrates with CRM, marketing automation, and ad management systems.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

If your deeply invested in Account-Based Marketing (ABM), this platform has a lot of value to offer. The tools for marketing and sales teams are impressive, and the quality of intent data frequently receives praise for its accuracy and usefulness.

However, some users mention that the user interface can be a bit challenging to navigate. It’s not as intuitive as some might prefer.

But despite the learning curve with the UI, the platform’s robust intent data and comprehensive tools make it a worthwhile investment for enhancing your ABM strategies.

G2 Rating (4.3/5) 

4. Madison Logic  

Madison Logic is another intent data tool to help with account-based marketing, offering precision and scale to B2B marketers looking to target and convert top accounts in their industry.

Key Benefits

• Intent Signal Variety: Machine learning pulls intent data from 20+ million companies, revealing key content engagements using proprietary models, third-party B2B data, and technographics.
• Analytics and Insights: Prioritize and get notified about in-market accounts and real-time activity spikes, thanks to machine learning insights.
• Integration Compatibility: Enhance marketing automation and CRM integration for personalized messaging, nurturing campaigns, and effortless reporting based on content engagement signals.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

Users have highlighted its user-friendliness, cost-effectiveness, and exceptional customer support as key benefits. It’s clear that the platform leans more towards catering to marketing teams as a whole rather than addressing the nuanced needs of marketing and sales teams.

This distinction is important depending on your specific requirements and team dynamics. Overall, the balance of affordability, ease of use, and supportive service makes it an appealing option, though its focus might not align perfectly with every organization’s expectations.

G2 Rating (4.2/5) 

5. Drift

Drift is a human-centric, AI-driven platform that enhances buyer engagement by providing personalized experiences throughout the buying journey, translating conversational data into deeper customer relationships and increased revenue.

Key Benefits

• Engagement Platform: Drift offers chatbots for instant engagement with website visitors, using insights for personalized messaging and smart lead routing to sales reps.
• Intent Signal Variety: Understand who’s browsing your site, their source, and page visits to ensure accurate account targeting.
• Analytics and Insights: Leverage AI intent scoring with Drift to tailor conversations better, target effectively, and increase website traffic conversion.

Pricing

My Personal Take (Pros & Cons)

Drift has evolved from basic chat to a sophisticated platform for deep customer engagement, using website data for tailored automation and capturing real-time intent.

Its focus on website data offers unique insights but may limit intent data breadth compared to platforms that use multiple channels.

G2 Rating (4.4/5) 

6. Lead Forensic

LeadForensics is a powerful tool designed to transform anonymous website traffic into valuable sales leads by identifying the businesses that visit your site and providing key contact information and insights to help you reach out effectively.

Key Benefits

• Data Accuracy and Quality: The B2B visitor identification system excels in real-time processing of page hits from the busiest company websites. This means if a multinational corporation is browsing your site, you’ll know precisely which office is showing interest in your offerings, ensuring unmatched data accuracy and quality.
• Integration Compatibility: Lead Forensics stands out with its advanced integration capabilities. It not only provides insightful B2B website visitor data but also seamlessly delivers this information where it’s most needed—like triggering alerts on other platforms to keep your sales team in the loop and ready to act.

Pricing

My Personal Take (Pros & Cons)

Lead Forensic tends to cater to smaller companies and has received very positive feedback for its customer support. On the flip side, users have noted a steep learning curve during setup.

If your goal is to track and uncover website visitor, this tool could be worth considering.

G2 Rating (4.3/5) 

7. G2 Marketing Solutions  

G2 is the largest, most trusted software marketplace with over 90 million yearly visitors comparing and vetting software via authentic reviews. G2 Marketing Solutions help businesses boost brand presence, drive awareness, and engage buyers to increase revenue.

Key Benefits

• Data Accuracy and Quality: G2 stands out for its insights, with 90 million users annually. It identifies potential buyers looking for products like yours, ensuring high-quality data.
• Customization and Segmentation: Utilize G2’s ICP filters to highlight top accounts and create targeted segments based on activity and buying stage, tailoring your approach precisely.
• Integration Compatibility: With G2, effortlessly integrate intent data into your CRM, marketing automation, sales intelligence tool, or ABM tools, turning insights into actionable strategies for better results.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

G2’s exclusive use of its platform data has pros and cons. While limiting data to G2 may seem restrictive, its status as a leading software review site means the insights are highly valuable.

Visitors to G2 are often ready to buy, searching for reviews, which indicates strong buying intent. This makes G2’s buyer intent data particularly effective for boosting marketing and sales efforts.

For those seeking ethically sourced, quality data signals, G2 is a viable option due to its reputable nature and focused insights.

G2 Rating (4.6/5) 

8. TechTarget

Tech Target delivers tailored technology-focused content and tools, helping IT professionals make informed decisions and stay updated on the latest industry trends.

Key Benefits

• Data Quality: High-quality editorial content on 140+ tech websites attracts technology buyers, boosting visibility with +410,000 indexed pages on Google.
• Analytics: Priority Engine™ delivers precise insights on key decision-makers, improving account-based strategies by filtering out false positives.
• Compliance: Adheres to GDPR and meets SOC requirements, emphasizing secure and ethical data practices.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

TechTarget delivers buyer intent data from its sites, targeting users making buying decisions. This data reflects strong buying intent, improving the quality of insights.

Like G2, TechTarget is a go-to for ethically sourced, quality data, offering reliable insights from reputable content sites.

G2 Rating (4.3/5)

9. Zoominfo 

ZoomInfo provides a comprehensive B2B database that helps businesses accelerate growth by enabling direct access to detailed company and contact information. This tool empowers marketing and sales professionals with the insights needed to target and engage potential customers more effectively.

Key Benefits

• Data Enrichment: Improve targeting with custom account lists from your ideal customer profiles, accessing a vast B2B contact database with over 70 million direct dials and 174 million verified emails.
• Intent Score and Signals: Prioritize leads with intent scores based on online behaviors, helping focus on the most interested prospects.
• Compliance and Data Privacy: ZoomInfo ensures data privacy and compliance with industry standards through strong collection and protection strategies.

Pricing

• Pricing on request

My Personal Take (Pros & Cons)

The platform boasts extensive, effective integrations and provides a wide range of data, especially benefiting US teams.

However, for EMEA teams, the data quality falls short and is sometimes incomplete. The user interface could use enhancements. Zoominfo has developed its own model for capturing intent data, which has received generally positive feedback regarding its quality.

If you’re searching for a tool that excels in providing intent data, Zoominfo is worth exploring.

G2 Rating (4.4/5) 

10. Apollo.io

Apollo is a comprehensive sales intelligence platform that offers tools for prospecting, engagement, and revenue growth. It features a B2B database with over 275M contacts and 73M companies, helping sellers and marketers discover customers and connect with contacts for a modern marketing strategy.

Key Benefits

• Data Accuracy and Quality: Apollo’s platform enables you to target over 270 million verified contacts using more than 65 filters, including buyer intent, job postings, and company growth. You can enrich your data with over 38 contact and company data attributes.
• Segmentation: Prioritize your best-fit leads with AI-generated scores. Apollo helps you build precise lists that can be filtered by +65 data attributes, helping you find your ideal leads.
• Analytics and Insights: Compare your contacts with your ideal customer profile and generate a score that indicates their likelihood to buy. These models leverage success data from your CRM and Apollo account history, pinpointing high-converting prospects with precision.
• Intent Data: Apollo helps you reveal anonymous website visitors and uses Bombora data to help you understand your prospects’ digital journeys across thousands of B2B websites

Pricing

My Personal Take (Pros & Cons)

If you need real-time data beyond firmographics and manage a complex tech stack, this service stands out for its strong data accuracy and diverse data points, sourcing intent data from Bombora. Combining classic contact data with intent data helps build more effective prospecting lists.

There’s an initial learning curve for its wide data points and filters. Additionally, it provides sequencing, AI email writing, and conversational intelligence, enhancing its value.

G2 Rating (4.8/5) 

11. Cognism

Cognism is a powerful B2B sales platform that leverages AI-driven data and analytics to empower sales and marketing teams with actionable insights, helping them to find and engage with ideal prospects more effectively.

Key Benefits

• Coverage: Cognism provides extensive global data, focusing on Europe for improved business insights.
• Data Enrichment: Update your database with advanced details like tech stack and buyer intent to enrich profiles.
• List Building: Build targeted lists with firmographics and buyer intent for a complete buyer perspective.
• Bombora Integration: Utilize Bombora with Cognism to identify and focus on accounts seeking your offerings, enhancing conversions.

Pricing

Pricing on request

My Personal Take (Pros & Cons)

Cognism, being a more established data enrichment software, could be worth considering, especially if your focus is primarily on European customers.

With its heightened emphasis on the EMEA region, Cognism could potentially offer you more data on prospects within this area. However, its intent data is sourced from Bombora, which means there is no unique differentiation in intent data compared to other providers relying on the same data source.

G2 Rating (4.6/5) 

12. Uplead

Uplead is a sales intelligence platform with a database of 85+ million contacts and 14 million companies worldwide. It supports lead search, verification, offers detailed profiles, and real-time email verification, helping sales and marketing teams boost outreach and conversions.

Key Benefits

• Data Accuracy: Guarantees 95% accuracy with access to over 16 million global company profiles.
• Data Enrichment: Appends 50+ data points including company and contact info, enhancing lead details.
• Intent Data: Utilizes Bombora data for listing and prioritizing engaged leads, streamlining targeting.

Pricing

My Personal Take (Pros & Cons)

This service excels for those in search of real-time data that goes beyond simple firmographics. It proves especially valuable for those already managing a complex tech stack.

Similar to other data enrichment providers who focus on delivering verified contact information, this service sources its data from Bombora.

G2 Rating (4.7/5) 

13. Dealfront (Echobot & Leedfeeder)

Dealfront merges Echobot and Leadfeeder tech to offer an advanced sales intelligence platform, enhancing strategies with superior lead generation and engagement tools for better conversion rates.

Key Benefits

• Coverage and Reach: Dealfront equips teams with the necessary data, tools, and insights for unparalleled success in European markets.
• Data Enrichment: Beyond discovering company and contact info, Dealfront enhances your CRM by enriching it with updated information.
• Website Analytics: Dealfront reveals anonymous website visitors, integrating them into your CRM for immediate sales action.

Pricing

My Personal Take (Pros & Cons)

Dealfront began as a data enrichment service and, following a merger, broadened its offerings to include product features designed to capture, reveal, and analyze visitor behavior on your website, thereby creating valuable first-party intent data.

What sets it apart from competitors is its clear focus on data from companies based in Europe. If your primary interest lies in leveraging first-party data from European companies, Dealfront warrants closer consideration.

G2 Rating (4.3/5) 

What Are Intent Data Provider 

An intent data provider analyzes online behavior to identify potential buyers researching products or services. This analysis helps businesses target leads with high purchase intent, optimizing marketing and sales efforts.

By utilizing intent data provider, companies can improve personalization and efficiency in their lead generation and engagement strategies, focusing on the most promising prospects.

How Can Intent Data Provider Benefit You

Intent data providers are key to unlocking targeted marketing and sales strategies by revealing who is actively interested in your products or services.

• Focused Marketing: Pinpoint and engage with leads genuinely interested in your offerings.
• Customized Messaging: Customize your outreach based on user interest, enhancing relevance.
• Resource Efficiency: Concentrate efforts on high-intent leads, optimizing marketing investments.
• Sales Acceleration: Arm sales with insights on ready-to-buy leads, speeding up the sales cycle.

Conclusion/Wrapping Up

To sum up, using intent data sharpens your ability to spot and connect with potential customers who are already showing interest in what you offer.

The intent data tools mentioned provide a range of tools aimed at refining your approach to reach those most likely to buy. Ensure you understand the type of data you need and choose a tool that supports your strategic goals and integrates well with your existing tech stack.