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.
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:
Intent data is categorized into three main types:
Here’s a quick comparison of the three data types and the different ways they can boost your sales outreach strategy:
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:
Based on these criteria, here are six platforms that consistently stand out as the best B2B intent data providers:
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:
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.
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.
With 6sense, you also get the following:
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.
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:
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.
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:
That said, the pricing model feels unnecessarily complicated, and I’ve heard many small businesses express frustration about its lack of cost-effectiveness.
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.
Here are the standout features that caught my attention:
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.
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, are available upon request.
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.
Here are the features that impressed me most about G2:
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.
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.
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!
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:
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.
Implementing RB2B is effortless. Here’s how you can start capturing person-level intent data in minutes:
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!
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