Are you prepared to revolutionize your B2B marketing and sales strategies? In this data-driven era, intent data has emerged as the most valuable asset, reshaping how businesses engage with their most promising leads. Instead of mere transactions, we now have the ability to identify potential customers who actively express interest, propelling interactions into meaningful engagements. As we end 2023 - a year that challenges conventional business norms - staying ahead of the curve becomes imperative. To assist you in maneuvering this dynamic landscape, we offer an invaluable resource: a comprehensive comparison of the top 15 intent data providers for this year. Our meticulously curated analysis explores their distinctive features while uncovering both advantages and drawbacks to empower your decision-making process. It's time to take hold of intent data's reins and steer your business towards unparalleled success!
1. Cognism
Cognism is a sales intelligence platform that seamlessly integrates intent data provided by Bombora. This strategic partnership equips users with the ability to identify organizations within their Ideal Customer Profile (ICP) that show concrete signs of purchase intent. Furthermore, Cognism enriches this data by incorporating relevant information about decision-makers, enabling highly targeted prospecting efforts.
Features:
- Selection of B2B intent data "topics" for tracking.
- Monitoring of in-market accounts.
- Connectivity with the buying committee.
- Access to both person and company-level data.
- 98% accuracy in mobile phone numbers.
- Global coverage (EMEA, NAM, APAC).
Pros:
- User-friendly platform setup.
- Intuitive interface.
- Exceptional customer support.
- Fusion of rich intent data with precise contact details.
Cons:
- Pricing information requires further inquiry.
2. Bombora
Bombora sets itself apart by providing accurate and high-quality buying intent data that is built on consent-driven methods. Notably, Bombora utilizes a cooperative system, prioritizing data integrity over data scraping. The platform effectively tracks potential customers across a vast network of over 4000 B2B websites, enabling marketing and sales teams to concentrate their efforts on organizations actively in search of purchasing opportunities.
Features
- Real-time B2B intent data signals.
- Comprehensive coverage of the prospect's entire customer journey.
- Insights into industry and company-level data.
- Fully compliant B2B data.
Pros
- Straightforward report generation and review.
- Smooth CRM integration.
- Robust customer service.
Cons
- Individual user data is unavailable.
- Some website tracking features need improvement.
- Certain functions are complex to navigate.
3. Lead Forensics
Lead Forensics excels in leveraging high-intent first-party data to power marketing campaigns, driving conversions, and enhancing B2B marketing outcomes. This platform provides real-time prospect identification and offers comprehensive insights into customer online purchasing behavior.
Features
- Real-time prospect identification.
- Identification of paid search keywords.
- Lead analysis.
Pros
- User-friendly platform navigation.
- Accurate tracking of visitor behavior.
- Valuable in-depth reporting.
Cons
- Limited integration options.
- Learning curve for usage.
- Potential for further personalization of data.
4. Demandbase
Demandbase caters to targeting prospects in the final stages of purchasing decisions. The platform helps you identify and connect with potential leads who have shown interest in your software and similar solutions. Additionally, Demandbase offers a comprehensive suite of products, including Account Intelligence, Advertising Cloud, and Sales Intelligence Cloud.
Features
- Real-time intent tracking.
- AI-driven account identification.
- Account-based advertising.
Pros
- Intuitive user interface.
- Precise ad targeting and budget management.
- Person-based ad targeting.
Cons
- Lack of ad targeting reporting in Salesforce.
- Room for more extensive keyword customization.
- Manual setup process.
5. Triblio ABM Platform
Triblio specializes in account-based marketing (ABM), allowing users to effectively engage priority accounts by focusing on resonant topics. The platform's exclusive B2B intent data database accurately predicts actively in-market accounts, complementing your existing first-party data.
Features
- Creation of ad campaigns.
- Display advertising capabilities.
- Web personalization.
Pros
- User-friendly interface.
- Wide array of targeting options.
- Comprehensive reporting.
Cons
- Less data on user visits compared to company visits.
- Potential for improvements in onboarding.
- Enhanced integrations needed.
6. ZoomInfo
ZoomInfo provides real-time B2B intent data signals, allowing users to seamlessly incorporate automated workflows into their technology stack. Additionally, the platform facilitates enriching existing customer records with intent data and firmographics.
Features
- List quality assessment.
- Company information insights.
- Filters and segmentation options.
Pros
- In-depth business hierarchy information.
- Streamlined automated workflows.
- Seamless CRM integrations.
Cons
- Some gaps in contact information.
- Periodic delays in data updates.
- Limited data coverage in APAC.
7. Lead Onion
Lead Onion assists B2B companies in seamlessly integrating highly interested prospects into their marketing and sales pipelines. This versatile platform combines powerful B2B data solutions, sales empowerment features, and lead intelligence, accompanied by integrated communication tools to ensure efficient engagement with potential leads.
Features
- Unlimited contact storage.
- Creation of contact lists aligned with your buyer persona.
- Advanced segmentation tools.
Pros
- Simplified usability.
- Accurate intent data.
- Availability of website, social, and topic-based B2B intent data.
Cons
- Instances of outdated leads.
- Limited ability to filter by company revenue.
- Insufficient depth in competitor analysis.
*Price: £500 - £5000 per month.*
8. 6sense
6sense has emerged as a comprehensive Account-Based Marketing (ABM) platform and provider of intent data. Leveraging AI-powered predictions, it effectively identifies optimal accounts, contacts, and engagement timings. By harnessing the platform's insights, personalized experiences can be created for prospects.
Features
- AI-based prediction of ideal engagement times.
- Insights into the prospects' buying team.
- Dedicated customer service team.
Pros
- Detailed segmentation options.
- Efficient onboarding and customer support.
- Comprehensive behavioral insights.
Cons
- Potential for more robust integrations.
- UI-related issues in intent data visualization.
- Occasional data accuracy challenges.
*Price: Not publicly available.*
9. DemandScience
DemandScience operates as a B2B marketing platform, expediting the sales process by identifying buyers who genuinely intend to make a purchase. The software enables data enrichment, provides access to analytics, and supports informed decision-making through forecasting.
Features
- GDPR-compliant operations.
- 70 million vetted contacts.
- Targeting of users aligned with their tech stack.
Pros
- Enhanced user experience.
- Comprehensive analytical capabilities.
- Strong customer success support.
Cons
- Instances of outdated contact information.
- Limited reporting capabilities.
- Room for improvement in APAC contact data.
*Price: Not publicly available.*
10. Leadfeeder
Leadfeeder provides valuable insights into the companies that visit your website and their user behavior. This information is essential in directing your attention towards leads with a high intent to convert. Additionally, the platform seamlessly integrates with your CRM system, ensuring smooth synchronization of data.
Features
- Identification of target companies.
- Generation of B2B intent data reports on visitors.
- Lead ranking based on engagement.
Pros
- Intuitive workflow processes.
- Real-time data updates.
- Facilitation of more successful closures.
Cons
- Some usability challenges.
- Improved contact information granularity desired.
- Limited export functionality.
*Price: $0 to $79 per month.*
11. IntentData.io
IntentData.io introduces a distinct approach by providing high-intent leads, accompanied by their contact details. It is worth noting that the platform offers valuable insights into specific actions that drive the intent signal, enhancing our understanding of customer behavior.
Features
- Real-time data insights.
- Diverse CRM integration options.
- GDPR-compliant operations.
Pros
- Intuitive user experience.
- Transparent sourcing of buyer intent data.
- Customizable filters for refined targeting.
Cons
- Limited segmentation capabilities.
- Potential for more frequent updates.
- Room for expansion in contact management features.
*Price: Not publicly available.*
12. Datarade
Datarade acts as a convenient marketplace where organizations can access buyer intent data from over 2000 trusted providers. This empowers them to effectively engage with high-quality leads. The platform also offers a user-friendly search engine tool, allowing organizations to easily find data that specifically meets their requirements.
Features
- Global market insights.
- Wide array of data categories.
- Expert assistance in optimizing B2B intent data.
Pros
- Comprehensive lead information.
- Availability of 210 distinct categories.
- Access to sourcing advice.
Cons
- Occasional delays in data sample availability.
- Slightly higher prices for certain tools.
*Price: Free, with a commission upon purchase.*
13. G2
G2 is a robust B2B software review site that stands out, housing approximately 100,000 unique companies. The Sell.g2.com platform, owned by G2, utilizes intent data to assist companies in discovering prospects who are interested in solutions similar to their own through software reviews.
Features
- Multi-channel attribution insights.
- Integration options with numerous tools.
- Churn risk insights.
Pros
- Advanced filtering capabilities.
- Extensive reach across industries.
- Strong customer success support.
Cons
- Absence of an activity dashboard.
- Navigation challenges for some users.
- Tends to cater more towards larger companies.
*Price: Initially free, with increasing costs based on company size.*
14. TrustRadius for Vendors
TrustRadius, similar to G2, functions as a review platform for B2B software companies while also providing valuable intent data. With the Ultimate+ package, vendors can access category-level intent data. This enables them to conduct targeted outreach not only to their own product pages but also to their competitors'.
Features
- Embedding reviews on your website.
- Availability of intent data.
- TrustQuotes Library.
Pros
- User-friendly interface.
- Structured platform layout.
- Personalized support.
Cons
- Inability to filter intent data by company revenue.
- Limited depth in competitor analysis.
- Some challenges with the vendor portal.
Price options for Customer Voice include a starting rate of $2,000 (2-year contract), while Ultimate offers a starting rate of $2,600 (2-year contract). For the highest tier, Ultimate+, prices begin at $
15. Lusha
Lusha operates as a B2B contact information provider. They offer both intent data and contact details to their clients. Their Chrome extension allows quick access to prospect contact information, while their intent data helps identify companies in search of similar solutions.
Features
- Data enrichment capabilities.
- CRM integration options.
- User-friendly search function.
- Chrome plugin for efficient use.
Pros
- Engaging user interface.
- Responsive customer service.
- Strong integrations.
Cons
- Instances of inaccuracy and outdated information.
- Limited functionality in the free version.
- Integration challenges with Salesforce.
*Price: $0 to $69+ per month, per user.*
FAQs about Intent Data Providers
What is an intent data provider?
An important resource for gaining a comprehensive understanding of your customers on a large scale is provided by intent data providers. B2B intent data plays a crucial role in accurately identifying customer needs, interests, and purchasing behaviors. This valuable information allows for precise targeting and messaging strategies, resulting in more effective outreach efforts.
What should you consider when selecting intent data software?
When choosing intent data software, it is important to consider key factors. These include the software's reporting capabilities, customization options, integrations with your existing tech stack, pricing in relation to features, and reviews from other users for valuable insights into functionality and support.
