Best B2B Intent Data Providers: Top 10 Picks

Imagine chasing down leads with little context, relying on guesswork to spark interest. That was my reality during a particularly challenging quarter—until I discovered intent data. It revealed not only who to target but also what mattered to them, turning cold calls into informed conversations. Outreach marketing became a precision tool tailored to prospects’ needs and priorities. Campaigns started driving results, conversions increased, and my team had a clear direction to focus on high-value opportunities. 

Intent data doesn’t just show numbers; it uncovers buyer behavior, helping predict what prospects need before they even reach out. It’s the edge every sales and marketing team craves.

In this guide, I’ll walk you through the best B2B intent data providers, breaking down their strengths and use cases. I’ll also introduce you to a free tool that works hand-in-hand with these platforms to deliver person-level insights, giving you an unbeatable advantage in B2B lead generation.

What Is Intent Data & Why Does It Matter?

Intent data is the digital trail potential buyers leave behind as they search for solutions, explore competitors, and engage with content. It captures behaviors like keyword searches, website visits, content downloads, and product comparisons, offering a dynamic view of buyer activity.

Why is it a game-changer? Check out how I leverage intent data in our outreach marketing strategy:

• Prioritizing high-value leads: Instead of sifting through countless prospects, intent data pinpoints those actively signaling interest, helping your team focus on opportunities that matter.
• Personalizing outreach: By understanding what buyers are researching, you can craft emails that directly address their specific needs and interests, ensuring your communication resonates with their current priorities and challenges.
• Accelerating the sales cycle: Engaging at the right moment—when prospects are most likely to act—shortens the path to conversion, driving faster results.

Types of Intent Data

‍‍Intent data is categorized into three main types:

1. First-party intent data
2. Second-party and downstream intent data
3. Third-party intent data

Here’s a quick comparison of the three data types and the different ways they can boost your sales outreach strategy:

‍‍How I Evaluate Intent Data Providers

Choosing the right intent data provider requires a clear understanding of what makes one platform stand out over another. Here’s what I focus on when deciding the best platform:

• Data accuracy and freshness: Reliable insights are non-negotiable. Platforms that validate their data and update it frequently ensure you’re working with actionable information.
• Coverage and depth: The best providers offer wide-ranging data that covers multiple industries, locations, and buyer personas, enabling a more targeted approach.
• Integration capabilities: Seamless integration with CRMs, marketing automation tools, and analytics platforms is essential to streamline workflows.
• Actionable insights: Platforms should do more than deliver raw data—they must provide analytics and insights that help craft tailored, impactful strategies.

Based on these criteria, here are six platforms that consistently stand out as the best B2B intent data providers:

1. RB2B

RB2B is a cutting-edge lead generation platform designed to identify individual website visitors in real time. 

Unlike traditional tools that provide company-level insights, RB2B offers person-level identification, providing detailed profiles of visitors, including names, job titles, emails, LinkedIn profiles, and the specific pages they've interacted with. 

This granular approach allows sales teams to engage with prospects at the exact moment of interest, enhancing the relevance and effectiveness of outreach efforts.

Key Features

• Person-Level Visitor Identification: Capture detailed profiles of individual visitors, including name, job title, email, LinkedIn profile, and pageview history.
• Hot Leads: Prioritize high-value visitors who show strong buying intent for faster and more focused outreach.
• Hot Pages: Identify and track the website pages that attract the most engaged prospects to understand what drives interest and conversions.
• Real-Time Alerts: Receive instant notifications via Slack, Teams, or CRM integrations when qualified leads visit your site.
• CRM & Sales Tool Integrations: Seamlessly integrate with platforms like Salesforce, HubSpot, Apollo, Clay, and Zapier.
• Traffic Insights: Gain visibility into which pages visitors are engaging with, helping to tailor outreach strategies.
• AI Support Agent: Access automated assistance to resolve queries and optimize usage.

Pricing

• Free Plan: $0/month – 150 credits per month, Slack integration, LinkedIn profiles, and basic alerts.
• Pro Plan: $129/month (billed annually) – 300 credits per month, advanced features, CRM integrations, and traffic insights.
• Custom Plans: Tailored annual pricing for agencies or large teams needing 2,000+ credits per month.

Pros 

• High identification accuracy rates for U.S.-based visitors, offering real-time, actionable insights.
  
  
• Easily integrates with major CRMs and sales tools like Salesforce, HubSpot, and Zapier, streamlining workflows.
• Receive instant notifications for high-value leads, allowing immediate, targeted outreach.
• Segment visitors based on company size, geography, and seniority for highly tailored outreach.
• Quick setup and intuitive design make it easy for teams to get started with minimal training.

Cons

• Currently identifies only U.S.-based visitors, limiting its global applicability.

2. Bombora

Source: Bombora

‍Bombora stands out for its Company Surge® Analytics, a feature that identifies spikes in buyer intent by analyzing content consumption across businesses. Its expansive topic taxonomy—spanning hundreds of B2B categories—enables precise targeting and deep audience insights. 

With robust integration capabilities for platforms like Salesforce and Marketo, it fits seamlessly into established workflows.

I’ve also found the following features useful:

• Data refresh: Ensure accuracy through regular data updates, making it a reliable tool for intent-driven campaigns
• Scalable solutions: Offers value for both SMBs and large enterprises
• Actionable insights: Delivers analytics that align sales and marketing strategies effectively

While the platform has its strengths, I’ve noticed areas that could be better. Its pricing lacks transparency, making it hard for businesses to evaluate costs upfront. The extensive features come with a steep learning curve for novice users.

Bombora Pricing

• Free trial: Available for testing core features
• Custom plans: Tailored pricing based on business requirements

Pros

• Tracks intent signals across hundreds of B2B topics for accurate targeting
• Integrates with major CRM and marketing automation platforms for seamless workflows
• Regularly updates data to maintain accuracy
• Fully compliant with global privacy regulations, including GDPR and CCPA

Cons

• Has an opaque pricing structure
• The learning curve may be steep for novice users
• Focuses on company-level insights rather than person-level data

3. ‍‍6sense

6sense has earned its reputation as a powerhouse in predictive analytics and intent data. Its AI-driven account-based orchestration provides actionable insights that prioritize accounts most likely to convert. 

The platform’s dynamic segment creation allows real-time updates based on user behavior, ensuring sales and marketing teams stay aligned. With robust integrations for tools like HubSpot and Salesforce, it enhances workflow efficiency across teams.

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Source: 6sense

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‍‍With 6sense, you also get the following:

• Rich predictive insights: Identifies where prospects are in their buying journey with impressive accuracy.
• Advanced analytics: Delivers deep visibility into buyer intent, making account prioritization more effective.
• Streamlined workflows: Aligns sales and marketing teams through a unified view of shared insights.

While the platform’s capabilities are robust, I have an issue with its pricing model. Getting a tailored quote requires contacting their sales team, which complicates evaluations when comparing options. 

The free plan offers just 50 credits per month, which barely scratches the surface when it comes to meaningful use cases.

Pricing

• Free plan: Includes one user and 50 monthly credits, with significant limitations
• Custom pricing: Contact the sales team for a tailored quote based on your needs

Pros

• AI-driven account prioritization for identifying high-conversion opportunities
• Dynamic segment updates to reflect real-time buyer behavior
• Advanced analytics offering deep visibility into buyer intent

Cons

• Lack of transparency in pricing
• Limited free plan

4. ZoomInfo

Source: ZoomInfo

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‍‍ZoomInfo is widely regarded as a leading platform for B2B intelligence, with an extensive database of over 220 million validated contacts. It offers advanced intent data capabilities, making it a popular choice for go-to-market strategies. 

Key features like conversation intelligence, technographic data tracking, and website visitor identification empower teams to optimize sales and marketing efforts.

I also liked the following ZoomInfo features:

• Data enrichment: Automatically updates CRM records with verified, up-to-date information
• Advanced filtering: Enables precise segmentation to target high-priority leads effectively
• Sales automation tools: Streamline outreach workflows, saving valuable time and effort

While ZoomInfo excels in data accuracy and breadth, its pricing structure leaves much to be desired. To be honest, the lack of pricing details feels frustrating—it forces potential customers to engage in long sales discussions just to receive a quote. 

The platform’s interface also seems overwhelming for new users.

Pricing

• Free trial: Offers a limited exploration of the platform before purchasing
• Custom plans: Tailored quotes based on selected features, number of users, and data consumption

Pros 

• Extensive database
• Accurate data enrichment
• Advanced filters to simplify lead targeting
• Integration with CRM and marketing software

Cons

• Steep pricing
• Lack of pricing data

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5. Demandbase

Source: Demandbase

‍‍Demandbase excels in account-based marketing (ABM), offering a comprehensive platform that unifies first- and third-party data to provide a holistic view of target accounts. Its AI-driven engine identifies and prioritizes high-value accounts, ensuring marketing efforts focus on the most promising leads.

Here’s what I liked about Demandbase:

• Cross-channel engagement: Enables seamless campaign execution across digital ads, email, and web platforms
• ABM automation: Simplifies workflows, reducing manual effort in identifying and engaging key accounts
• Sales and marketing alignment: Unifies teams around reliable account intelligence, enhancing collaboration and strategic decision-making.

That said, the pricing model feels unnecessarily complicated, and I’ve heard many small businesses express frustration about its lack of cost-effectiveness.

Pricing

• Platform fee: Covers essential software and services
• User fee: Flat fee per user, providing scalability for enterprise teams

Pros 

• Offers combined first- and third-party data for comprehensive insights
• Delivers AI-driven account prioritization for targeted engagement
• Enables seamless multi-channel campaign execution

Cons

• Lacks transparency in pricing
• Experiences occasional workflow disruptions due to bugs
• Limits flexibility in licensing for smaller teams

6. TrustRadius for Vendors

TrustRadius is more than just a review platform; it’s a robust, intent-driven lead generation tool that empowers vendors to connect with in-market buyers through peer-validated content. Its Intent-Driven Leads Program stands out by leveraging downstream intent data to pinpoint accounts actively researching solutions, including competitors. This enables vendors to engage prospects at the right moment in their journey, streamlining lead generation efforts.

Source: TrustRadius for Vendors

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‍‍Here are the standout features that caught my attention:

• Downstream intent data integration: Identifies high-intent buyers researching solutions, enabling precise targeting
• Automated campaigns: TrustRadius runs nurture campaigns aligned with your ICP criteria, delivering ready-to-convert leads
• Content syndication: Amplifies customer reviews and market insights across platforms, boosting vendor credibility and visibility

While I appreciate the efficiency of the approach, TrustRadius’s pricing structure feels unnecessarily opaque. Small and mid-sized businesses often struggle to assess whether the platform’s cost aligns with their budget, and TrustRadius doesn’t disclose pricing upfront, which makes comparisons even trickier.

Pricing

TrustRadius offers packages like the Customer Voice Package, starting at $30k/product/year, covering brand awareness, traffic boosts, and sales enablement. Pricing for additional options, such as Category Intent Data and Intent-Driven Leads, is available upon request.

Pros

• Leverages downstream intent data for high-quality, sales-ready leads
• Automates nurture campaigns to save time and resources

Cons

• Has steep pricing with limited upfront details for budgeting

7. G2

G2 is a well-known platform for authentic user reviews and insights, but it’s also a powerful tool for leveraging intent data. The platform analyzes buyer engagement with reviews, comparisons, and product listings, providing detailed signals about high-intent buyers actively researching solutions.

Source: G2

‍Here are the features that impressed me most about G2:

• Buyer behavior analytics: Tracks which products and categories buyers explore, offering clear indicators of intent
• Review-based insights: Uses peer-validated feedback to help identify trends and preferences within target audiences
• Category intent reports: Highlights buyer engagement with competitive products and content

One pain point I noticed is that G2’s features can feel limited for businesses looking for a broader range of capabilities beyond reviews and intent signals.

Pricing

‍G2’s pricing is custom and depends on the selected features and the number of products. While the flexibility is useful for scaling, the lack of transparency can feel underwhelming.

Pros 

• Tracks buyer engagement with intent signals
• Leverages peer-validated reviews to build trust and influence
• Enables targeted insights into buyer preferences

Cons

• Lacks transparency in pricing
• Offers limited features for businesses seeking broader capabilities
• It is expensive for businesses with limited marketing budgets

8. MadKudu

MadKudu is a predictive analytics platform focused on lead scoring and qualification for sales teams. By leveraging machine learning and analyzing historical data, MadKudu predicts which leads are most likely to convert, helping businesses prioritize high-intent opportunities. It’s a powerful tool for teams seeking to focus on leads that are not just interested but highly likely to close.

Key Features

• Predictive Lead Scoring: MadKudu uses machine learning to predict which leads are most likely to convert, enabling more efficient lead prioritization.
• Customizable Scoring Models: You can tailor scoring models based on your company’s unique data and needs, ensuring that the platform fits seamlessly into your workflow.
• Real-Time Analytics: Provides up-to-the-minute insights into lead behavior, helping your team react quickly to changing engagement signals.
• Segmentation: Organizes leads into segments based on their likelihood to convert, enabling highly targeted outreach.
• CRM Integration: MadKudu integrates with CRMs like Salesforce, allowing teams to use lead scoring data directly in their sales process.

Pricing

MadKudu does not provide public pricing on its website. Potential users are encouraged to reach out to MadKudu directly for customized pricing based on their business needs and scale.

Pros 

• Provides accurate lead predictions
• Easily integrates with existing systems like Salesforce and other CRM platforms.
• Helps teams focus on high-value leads, improving targeting and conversion rates.

Cons

• The platform can be challenging to set up and use, especially for teams unfamiliar with predictive analytics.
• Effectiveness is dependent on the volume and quality of existing data, which could limit its utility for smaller datasets.

9. Leadfeeder

Leadfeeder is a B2B lead generation platform that identifies companies visiting your website through Google Analytics. It tracks company-level data and visitor behavior, showing which pages each company viewed to reveal real buying intent. 

With CRM integrations like Salesforce, HubSpot, and Pipedrive, Leadfeeder streamlines workflows and helps sales teams focus on high-value prospects, making lead generation more precise and effective.

Key Features

• Website Visitor Identification: Identifies which companies are visiting your website and what pages they engage with.
• CRM Integrations: Easily integrates with top CRMs like Salesforce, HubSpot, and Pipedrive to manage leads effectively.
• Custom Feeds and Filters: Create customized feeds and filters to segment leads based on specific criteria.
• Real-Time Alerts: Instant notifications when high-value companies visit your website, allowing for quick follow-up.
• Google Analytics Integration: Combines Google Analytics insights with visitor data, enhancing the depth of information available.

Pricing

• Free Plan: Up to 100 identified companies with data from the last 7 days.
• Paid Plans: Starting at €99/month, with pricing based on the number of companies identified and the additional features required.

Pros

• Users appreciate the intuitive interface and quick setup.
• Strong CRM and marketing tool integrations enhance workflow efficiency.
• Provides timely data on website visitors, allowing for prompt and relevant follow-ups.

Cons

• Some users report fewer companies identified compared to other platforms.
• The platform's cost may be prohibitive for small businesses or teams with limited budgets.

10. DiscoverOrg

DiscoverOrg, now part of ZoomInfo, is a leading B2B intelligence platform designed for sales and marketing teams. It delivers detailed org charts, verified contact data, and buyer intent insights to power precise Account-Based Marketing (ABM) strategies. With its focus on accuracy and depth, DiscoverOrg helps businesses identify, understand, and engage high-value prospects more effectively.

Key Features

• Organizational Charts: Visualize company structures to identify key decision-makers and influencers.
• Verified Contact Data: Access up-to-date contact information, including emails and phone numbers.
• Buyer Intent Signals: Receive alerts on prospects actively researching solutions similar to yours.
• CRM Integrations: Seamlessly integrate with platforms like Salesforce and HubSpot.
• Real-Time Alerts: Get notified about significant changes or activities within target accounts.

Pricing

• DiscoverOrg offers tailored pricing based on specific business needs and scale. Interested parties are encouraged to contact the company directly for detailed pricing information.

Pros

• Accurate and Extensive data, making it a valuable tool for sales teams.
• The platform is user-friendly, with an intuitive interface that simplifies the process of finding and utilizing data.
• Provides detailed information on companies and contacts, aiding in targeted outreach efforts.

Cons

• The cost may be prohibitive for smaller businesses or those with limited budgets.
• Some users mention that there is a learning curve associated with fully utilizing all features.

Final Thoughts

Each platform on this list excels in unique ways, whether it’s Bombora’s account-level insights or ZoomInfo’s comprehensive data enrichment. If you need predictive analytics, 6sense is a standout, while Demandbase shines for ABM automation. For businesses prioritizing trust and visibility, TrustRadius and G2 leverage authentic reviews to deliver high-quality leads.

No matter which platform fits your needs, pairing it with RB2B can elevate your lead generation strategy. With unmatched access to individual decision-makers, RB2B helps you personalize outreach effortlessly—all while being 100% free!

‍Capture Person-Level Intent Data Using RB2B

Traditional B2B intent data providers deliver exceptional account-level insights, helping businesses identify promising opportunities. However, a common limitation persists—they often stop short of pinpointing the individuals driving those actions.

RB2B bridges this gap by delivering person-level insights directly to your team. With RB2B’s Person-Level Website Visitor ID tool, you can move beyond account data to engage the actual decision-makers visiting your website, enabling personalized outreach and higher conversion rates.

RB2B isn’t just a complementary tool; it’s a strategic advantage. By transforming anonymous traffic into actionable profiles, RB2B empowers your team to make every interaction count.

Here’s what makes RB2B indispensable for B2B lead generation:

• Person-level visitor identification: It allows you to instantly access names, job titles, email addresses, LinkedIn profiles, and other critical details.
• Behavior-driven insights: You can see exactly which pages visitors explored, which gives you the context needed for tailored engagement.
• Real-time notifications: You receive instant updates via Slack, keeping your team ahead of the competition.
• Cost-effective: RB2B’s free plan delivers unmatched value, with premium options available for scaling teams.

Note: RB2B focuses exclusively on U.S.-based website visitors and is FULLY COMPLIANT with CCPA and CPRA requirements. Since the platform doesn’t track visitors based in the EU, GDPR isn’t an issue of concern.

How To Get Started With RB2B

Implementing RB2B is effortless. Here’s how you can start capturing person-level intent data in minutes:

1. Sign up for an RB2B account
2. Verify your email address 
3. Add RB2B’s tracking script to your website 
4. Connect RB2B to Slack and activate instant notifications

RB2B’s basic version is 100% FREE, providing a risk-free way to obtain actionable person-level intent data. If you need advanced features and integrations, you can upgrade to the Pro plan after the 30-day free trial. 

‍Sign up for RB2B’s Person-Level Website Visitor ID tool to transform your engagement with decision-makers!

‍Featured image source: fauxels