Intent Data Providers

Intent Data Providers Overview

Intent data providers collect data showing buyer online behavior that signals possible purchase intent. Using this data, intent data providers can help predict which accounts are interested in purchasing a product. Intent data products collect and deliver signals from various types of sources, providing insights into different aspects of the buyer’s journey.

First-party intent data is captured by the company’s marketing channels. These are some of the strongest signals of intent to buy. Third-party intent data providers aggregate keyword and topic-level search signals from thousands of content sites. This is most effective for top-funnel marketing campaigns. Second-party intent data providers, by definition, collect and sell their own first-party data. This data is most effective for mid-to-bottom-funnel marketing and sales activities.

Like sales intelligence software, intent data is used to generate and prioritize accounts. Intent data signals enable businesses to focus their marketing and sales efforts on businesses that are potentially in-market. Intent data can also indicate when leads or priority accounts are looking at competitors’ products or services. This information can be used to identify churn risks and compete for business that could have otherwise been lost.

Top Rated Intent Data Products

TrustRadius Top Rated for 2022

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

Intent Data Products

(1-25 of 25) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

ZoomInfo SalesOS
Customer Verified
Top Rated
TRUE

ZoomInfo SalesOS provides detailed profiles for millions of business professionals and businesses.

Key Features

  • Advanced search (543)
    85%
    8.5
  • Company information (537)
    85%
    8.5
  • Contact information (542)
    82%
    8.2
TrustRadius for Vendors

TrustRadius mends the trust gap between technology buyers and providers. Delivering the most credible research and review platform for software across industries, TrustRadius helps decision-makers confidently choose technology with vetted, peer-based guidance. Providers are empowered…

6sense
Customer Verified
Top Rated

The 6sense Account Engagement Platform helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.6sense uncovers anonymous buying behavior, prioritizes accounts for sales and marketing,…

Triblio ABM/ABX Platform
Customer Verified
Top Rated

Triblio is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Triblio’s proprietary database complements an organization’s first party data to provide the best data to reach, engage, and convert more stakeholders in target accounts.…

Key Features

  • Ad deployment (8)
    89%
    8.9
  • Display advertising (8)
    87%
    8.7
  • Ad campaign creation (8)
    86%
    8.6
Demandbase
Customer Verified
Top Rated

Demandbase is all about Smarter GTM™Their solutions unite sales and marketing teams around rich, reliable Account Intelligence, activated wherever customers are interact with: in advertising, account-based experience (ABX), sales, and across systems. This helps users spot opportunities…

DemandScience Activate

PureB2B is a data-driven marketing platform that offers lead generation and data services that accelerate the technology sales process by identifying intent among technology buyers. Founded in 2009, PureB2B helps marketers meet the ever-changing demands of B2B sales.

D&B Connect

D&B Connect is an AI-driven Data Management Platform based on the D&B Cloud that provides businesses with customer data and market insights. With D&B connect, users can collaborate on data management tasks, visualize, monitor, and benchmark data, as well as assess overall…

Key Features

  • Data Analysis Dashboard (7)
    82%
    8.2
  • Collection of first-party data (7)
    78%
    7.8
  • Tag Management (7)
    77%
    7.7
TechTarget Priority Engine

Priority Engine is TechTarget's primary intent data offering. The vendor aims to enable marketing and sales teams by providing behavior insights for high priority accounts and leads.

Bombora

Bombora provides Intent data for B2B marketers. Bombora’s data promises to align marketing and sales teams and enable them to base their actions on the knowledge of which companies are in market for products and services. Bombora’s Company Surge™ data reports on changes in consumption…

Slintel

Slintel captures technographics-powered buying intent, and state they help companies uncover the 3% of active buyers in their target market. Slintel evaluates over 100 billion data points and analyzes factors such as buyer journeys, technology adoption patterns, and other digital…

Madison Logic Platform

The Madison Logic Platform is an account-based marketing product that includes an ABM-centric data management platform (DMP) that allows users to target ads and other content on an account basis. Activate ABM integrates with the user's CRM and Marketing Automation platforms, and…

Optimizely Intelligence Cloud

The Optimizely Intelligence Cloud (formerly Idio, acquired September 2019 by Episerver, now part of Optimizely) is a B2B / ABM demand orchestration technology platform, which automates 1:1 engagement with target accounts, at scale & across all digital channels. It creates an interest…

N.Rich

The N.Rich ABM Advertising Platform is the eponymous B2B advertising channel from the company in Helsinki. With N.Rich, you can upload your target accounts, find lookalikes or even build it from the ground up using firmographic and technographic data.

True Influence Marketing Cloud

The True Influence Marketing Cloud™ brings demand generation and programmatic advertising campaigns into one integrated, real-time management platform powered by business contact data and purchase intent. The Marketing Cloud allows for Self-Service access or Managed Services partnerships…

SWZD Data Intelligence

Spiceworks Ziff Davis (SWZD) offers first-party intent data, via its Data Intelligence service, available from Snowflake on its data sets marketplace.

Aberdeen

Aberdeen offers intent data for B2B marketers. By collecting data from over one billion web interactions, Aberdeen aims to predict what brands and technologies users are seeking and which ones are ready to make a purchase. Aberdeen boasts a high accuracy in predicting buyer intent…

CompStak Prospect

CompStak Prospect is a sales intelligence tool that leverages commercial real estate lease data to spot clear buying signals for B2B accounts and find leads who are the most likely to buy. Top buying indicators its clients use to maximize ROI on their prospecting: potential leads'…

Intentsify

Intentsify headquartered in Franklin aims to make intent data actionable for B2B marketers. Building on Intentsify’s proprietary intent data, their Intent Activation technology layers numerous intent feeds to automate the way marketers aggregate, digest, and act on prospects’ buying…

INFUSEmedia

INFUSEmedia headquartered in Newton specializes in B2B demand generation via its content marketing engine, featuring custom built content campaigns (with content as needed), as well as brand amplification and event promotion for brands.

SWZD Intelligent ABM

SWZD’s Intelligent ABM aims to help users plan and execute a more effective conversion-powered ABM strategy with best-in-class data. SWZD and Aberdeen have partnered to provide B2B tech sellers with scale, quality and diversity of data. With the combination of SWZD’s first-party…

Demandmatrix, from Demandbase

The company DemandMatrix is an AI-powered Technographics and Intent Data provider that helps B2B marketing and sales teams identify and target the right accounts based on their propensity to buy-into a particular technology. The eponymous Demandmatrix technology is a data-mining…

Lead Onion

Lead Onion, a Zymplify brand and company headquartered in Portstewart, helps B2B Companies automatically drop intent-driven prospects directly into their marketing and sales funnels, at scale.

Byonic.ai

Byonic.ai, from Bython Media, provides marketing capabilities that include account intelligence, lead insights, marketing automation and creative content, powered by AI/ML and wrapped in one platform to run marketing campaigns.

Variance

What makes Variance different is two things:It was built for revenue people: most data tools were built for people who can write SQL. Even the ones that claim they're simpler still require a pretty strong understanding of what's there and how it works. Variance does the work of…

Rev.ai

Rev (formerly LeadCrunch) is a Sales Development Platform that helps users find the right prospects, faster. Rev helps Sales and Marketing teams to spend less time looking for prospects and more time engaging with customers, as well as improve the lead quality throughout their pipeline,…

Learn More About Intent Data Providers

What are Intent Data Providers?

Intent data providers collect data showing buyer online behavior that signals possible purchase intent. Using this data, intent data providers can help predict which accounts are interested in purchasing a product. Intent data products collect and deliver signals from various types of sources, providing insights into different aspects of the buyer’s journey.

First-party intent data is captured by the company’s marketing channels. These are some of the strongest signals of intent to buy. Third-party intent data providers aggregate keyword and topic-level search signals from thousands of content sites. This is most effective for top-funnel marketing campaigns. Second-party intent data providers, by definition, collect and sell their own first-party data. This data is most effective for mid-to-bottom-funnel marketing and sales activities.

Like sales intelligence software, intent data is used to generate and prioritize accounts. Intent data signals enable businesses to focus their marketing and sales efforts on businesses that are potentially in-market. Intent data can also indicate when leads or priority accounts are looking at competitors’ products or services. This information can be used to identify churn risks and compete for business that could have otherwise been lost.

Intent Data Collection Methods

Intent data providers collect data from:

  • Their clients’ websites
  • Publisher co-ops
  • Websites and domains they own themselves

Third-party intent data comes from large data conglomerates that purchase intent signals from a variety of websites and/or publisher co-ops. The data is then packaged together and sold. This results in a large volume of top-funnel intent signals. These signals are typically potential buyers who are aware they have a problem to solve and are starting to research different software options.

Second-party intent data providers collect data from their own websites. They often specialize in certain industries and can provide a higher level of detail about each account or lead, performing specific activities to help personalize outreach. Second-party intent data is often referred to as downstream intent data.

Intent Data Provider Features

Intent data providers often include marketing or sales features with their offerings. However, this is not universal to all products. When considering an intent data provider, it is important to view the specific features of each one. The most common features offered by intent data providers include:

  • Intent data collection and aggregation
  • Data analysis
  • In-market account/lead prediction
  • Intent for competitor products
  • CRM integration
  • Website usage analytics
  • ABM platform integration
  • Ad platform integration

Integrations

For businesses that already have sales and marketing tools, intent data providers support a wide variety of integrations. Intent data software can easily be utilized along with all major CRM tools. Additionally, intent data products can integrate with popular account-based marketing software, ad platform software and sales intelligence software.

Intent Data Provider Comparison

When considering different intent data providers, assess the following aspects of each product offering.

  1. Data source: Intent data providers can collect data from a few different places. Most commonly, intent data is collected either from first-party sources like an organization’s website, domains owned by the intent data provider, or third-party sources like data purchased from publishers. First- and second-party data sources can provide the most in-depth data, while third-party data can provide a large volume. Consider these questions before investing in an intent data provider: How close to purchase are these signals? Does the efficacy of the source match my marketing strategy?
  2. Quality of integrations: Intent data tools often integrate with CRM software, account-based marketing software, and sales intelligence software. Not every intent data tool has quality integrations, and not every intent data tool can integrate with every product in these software umbrellas. It is essential to determine how intent data tools integrate with existing systems when considering intent data software. Ask yourself these questions before purchasing intent data: What type of intent data can I access on various platforms? Can I target the right audience? Can I integrate intent data signals into my existing marketing and sales workflows?
  3. Analytics tools: Many intent data providers include some analytics tools in their offerings. Despite this, not every intent data provider offers analytics to the same degree. Some providers offer simple analytics features, as well as integrations with other analytics software, while others offer robust, standalone analytics features for intent data. Consider these questions before deciding to invest in an intent data provider: Can I use intent data in my analytics strategy to achieve better business outcomes? Am I able to test and iterate?
  4. Content quality: Website content drives intent. Most intent signals, no matter the source, are driven by buyers consuming content in some form. By nature, the higher the quality of content, the more effective the intent signals are, as buyers are consuming information that produces reliable buying signals. Ask yourself these questions before purchasing intent data: Where is the content coming from? Is it on-topic? Is this content specific to my buyers?

Pricing information

Most intent data providers use a subscription pricing model, charging monthly or annually for their services. Quotes are available on request from intent data providers. Most vendors offer free trials, either for a limited time or with limited functionality.

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Frequently Asked Questions

What is B2B intent data and how does it work?

In the B2B world, intent data helps vendors gain insight into the behavior of their potential buyers and customers. The actions that web visitors take on a vendor’s website or a third-party website (like a review website or media property) are collected and tracked as buyer intent data. Read our full guide to intent data here for more insights .

Many businesses use intent data to help them support sales and marketing goals by identifying new in-market buyers, targeting high-intent accounts, and checking to see if any current customers look like they might be at risk of churning.

How is intent data collected?

Intent data can be collected in a few different ways depending on the source of the data. Typically, intent data/buying signals come from either a vendor’s own website or a third-party website. However, some vendors in the intent data provider space focus on aggregating data rather than sourcing it themselves. These types of intent data providers collect the intent signals from other third-party places and the vendor’s own systems (e.g. CRM or marketing automation water) and then offer recommendations and predictions about where a contact or account is in their buying journey.

How much do intent data providers charge to use their data?

Most intent data providers do not publicly disclose pricing information on their websites. Businesses can expect to pay at least a few thousand dollars a year, up to multiple thousands of dollars. The cost of the intent data is in part dependent on the size of the organization and the scope/volume of data they would like to receive.