Intent Data Providers

Intent Data Providers Overview

What are Intent Data Providers?

Intent data providers collect data that shows buyer online behavior and intent. Using this data, intent data providers can help predict which users are interested in purchasing a product. This data can include how individuals or businesses engage with online content, whether or not they’ve downloaded a whitepaper, if they’ve opted into receiving web content, and more.


Along with traditional sales contact databases containing demographic, firmographic, and technographic information, intent data software can be a valuable asset. This is especially true for B2B businesses searching for a way to collect more high-quality leads.


Like sales intelligence software, intent data products are used to generate and prioritize leads. Intent data products set themselves apart by collecting current data dynamically from many sources. This data helps organizations generate leads from users that are ready to buy but may not have directly interacted with them.


Intent data products enable clients to focus their sales efforts on businesses that are ready to buy. Intent data can also indicate when businesses are looking at competitors’ products or services. This information can be used to prevent churn and compete for business that could have otherwise been lost.

Intent Data Collection Methods

Intent data providers collect data from:

  • Their clients’ websites

  • Large websites they have purchased data from

  • Websites and domains they own themselves

Data collected from third party websites is often used for industry benchmarking, or to collect competitive intelligence. In this way, intent data providers gain more data with every client. Data gathered across thousands of websites can provide the largest volume of data, but not every data source will be relevant to every client.


Intent data providers that supply data from their own websites are often specialized in certain industries. While these data providers cannot match the volume of data some providers can supply, they can provide a higher level of detail about each user and more targeted data.

Intent Data Provider Features and Capabilities

Intent data providers often include marketing or sales features with their intent data 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 collection

  • Data analysis

  • Lead prediction

  • Lead management

  • Insight on competitors

  • CRM integration

  • Website user analytics

  • Market Insights

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 and sales intelligence software.

Intent Data Provider Software Comparison

When considering different intent data providers, consider 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 an organization’s website, domains owned by the intent data provider, or large sites from whom intent data providers have purchased data. First and second-party data sources can provide the most in-depth data, while third party data can provide a large volume of data.

  2. Breadth of Integrations: Intent data tools often integrate with CRM software, account-based marketing software, and sales intelligence software. Not every intent data tool has all of these 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.

  3. Analytics Tools: Many intent data providers include some analytics tools in their intent data offerings. Despite this, not every intent data provider offers analytics to the same degree. Some intent data providers offer simple analytics features as well as integrations with other analytics software while others offer robust, standalone analytics features for intent data.

Pricing Information

Most intent data providers use a subscription pricing model, charging monthly 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.

More Resources

Intent Data Products

(1-19 of 19) Sorted by Most Reviews

ZoomInfo

ZoomInfo

Customer Verified
Top Rated
TRUE

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

Key Features

  • Company information (417)
    83%
    8.3
  • Contact information (421)
    81%
    8.1
  • Advanced search (419)
    81%
    8.1
TrustRadius for Vendors

TrustRadius changes the way B2B technology is bought and sold. Each month, 700,000 technology buyers use the verified and vetted reviews on TrustRadius.com to make informed purchasing decisions. An additional 1 million buyers per month read TrustRadius review content in other venues,…

EverString, now part of ZoomInfo

EverString was a SaaS solution for B2B sales and marketing professionals used to drive pipeline growth, help close new customers, expand into new markets, prioritize accounts, and provide actionable insights. EverString was acquired by ZoomInfo November 2020. It is now part of ZoomInfo.…

6sense

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,…

Demandbase

Demandbase offers a comprehensive set of marketing solutions purpose-built for the account-based needs of B2B. The Demandbase B2B Marketing Cloud includes Advertising, Marketing, Sales and Analytics solutions. According to the vendor, their solution provides B2B marketers with an…

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…

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.

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.

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…

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…

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'…

True Influence Marketing Cloud (formerly InsightBASE)

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…

Optimizely Intelligence Cloud (formerly Idio)

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…

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…

ZoomInfo Streaming Intent (Clickagy)

ZoomInfo Streaming Intent, based on Clickagy, provides behavioral intent data, based entirely on user actions observed in real-time. It’s cookieless tracking of intent through privacy clusters, future-proofs go-to-market efforts from impending privacy regulations, allowing sellers…

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…

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…

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…

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.