Explore 15 top intent data platforms to enhance B2B lead generation, uncover buyer intent, and drive targeted marketing for better conversion and revenue.
Businesses operating in today’s competitive B2B market gain crucial lead generation advantages through precise and timely decision-making.
With intent data platforms, sales and marketing teams acquire the ability to detect active product and service research behavior from potential customers, thus obtaining valuable strategic advantages.
Behavioral signals from these tools yield insights about both potential buyers’ timing of interest along with their specific subject matter, allowing organizations to make contact before rivals become involved..
This article explores the 15 best intent data platforms that can supercharge your B2B lead generation, boost engagement, and shorten sales cycles. Whether you’re a startup or an enterprise, the right platform can fuel your pipeline growth.
Table of Contents
1. Understanding the Role of Intent Data Platforms
2. 15 Best Intent Data Solutions for B2B Lead Generation and Sales Teams
2.1. Bombora
2.2. 6sense
2.3. Demandbase
2.4. ZoomInfo Intent
2.5. LeadSift (now part of Foundry)
2.6. Slintel (by ZoomInfo)
2.7. True Influence
2.8. SalesIntel
2.9. Cognism
2.10. RollWorks
2.11. G2 Buyer Intent
2.12. VisitorQueue
2.13. KickFire (now part of Foundry)
2.14. Intentsify
2.15. Metadata.io
Conclusion
1. Understanding the Role of Intent Data Platforms
Intent data platforms extract digital information signals that reveal potential buyers’ subject focus along with their product or service interest.
Websites, review platforms, and online behavior serve as sources for digital signals that include keyword searches, content consumption, and competitor research. This development brings critical advantages to business-to-business sales and marketing groups.
With intent data, teams eliminate random efforts by directing their resources toward accounts moving through the buying process. The high level of intelligence allows tailored outreach that produces stronger conversion rates and delivers improved returns on investment. The platforms combine naturally with CRM systems, ABM tools, and lead generation tools for B2B to provide a combined actionable view of prospect behavior.
Businesses can reduce the sales cycle and match marketing initiatives with sales teams by using real-time data combined with predictive analytics to identify high-intent accounts. The best intent data solutions for B2B lead generation and sales teams are transforming into essential operational requirements now that complex buying journeys have emerged.
2. 15 Best Intent Data Solutions for B2B Lead Generation and Sales Teams
2.1. Bombora
Bombora is a premium B2B intent data provider that focuses on providing precise and actionable data from Company Surge analytics. It identifies buying intent by monitoring the consumption of content through a vast B2B content consumption network called Bombora Data Co-op. It helps the users know which companies are really interested in the topics related to their solutions so they can prioritize their leads and approach them.
It is easily connectable with other CRMs and marketing platforms from Salesforce, Marketo, and HubSpot. The positive aspects are strong B2B purchase signals as well as CRM/ABM compatibility. Cons include higher cost when used by a team of fewer members, and also, when used by novices, they may take some time to master them. Thus, the pricing is unique depending on the amount of information that is being processed and the number of users in the company.
Bombora is most effective for mid- to large B2B businesses that are looking for increased opportunities to link sales and marketing for timely intervals, driven by data connections with active and engaged prospects to drive down sales cycles and increase conversion rates.
2.2. 6sense
6sense is an AI-based intent data platform that refines B2B lead generation through blending intent data, predictive analytics, and in-depth account engagement data. It identifies anonymous buying behavior, finds hidden opportunities, and knows which accounts are most likely to convert, thus enabling the sales and marketing teams to reach out to the intended buyer at the right time in their buyer’s journey.
Such provisions as account scoring, sales alerts, and keywords make 6sense effective in establishing highly targeted connections and better pipeline development. Advanced features make it perfect for large corporations, yet it has a high learning curve, and per-quote pricing is not beneficial for startup companies.
2.3. Demandbase
Demandbase boasts a powerful ABM and intent data system that allows B2B enterprises to find and sell to accounts that are ready to buy. It provides users with a rich prospect profile incorporating firmographic, technographic, and behavioral data. It also provides account-based marketing and enables marketers to monitor the behavior of their buyers in real-time.
On a positive note, the application has numerous features that may be very useful, but setting them up may be a challenge, and it is not cheap. Hence, it is best used by organizations that have highly developed ABM programs seeking to maximize the value of lead nurturing by refining targeting and integrating with a CRM tool. Best for: strategic ABM-driven B2B enterprises.
2.4. ZoomInfo Intent
ZoomInfo Intent combines high-quality intent data with one of the largest B2B contact lists out there, which helps to pinpoint up-to-date leads. It means that it provides what prospects are researching and when through examining behavioral signals of more than 300,000 websites.
It is most useful for ZoomInfo customers because of its native integration with the toolset. The total cost, however, can increase significantly if more features are added. Proprietary for B2B audiences, which considers enhancing the quality of intent insights with a set of actionable ones within the familiar environment. Best for: Teams currently leveraging ZoomInfo and wanting to augment their ability to identify and reach prospects based on their intent data.
2.5. LeadSift (now part of Foundry)
LeadSift, which is now a part of Foundry, utilizes intent data from various sources like social media, forums, blogs, and content networks. This allows the sales and marketing departments to identify potential customers long before they complete a form or otherwise interact with the company. It provides daily leads of qualified prospects and easily integrates into CRM systems, offering pure sales triggers and information.
The strengths are the exclusivity of the data, the practical methodologies to interpret the data, and the quick and accustomed coverage of the customer’s needs. The cons are that it has less data than some of the other companies out there. Pricing is fair with a focus on SMB subscription and usage patterns. It is more suitable for businesses that have a high number of leads to generate at comparatively lower costs.
2.6. Slintel (by ZoomInfo)
Slintel, which now operates as a subsidiary of ZoomInfo, uses technographic data and purchase intent data to help B2B companies find promising leads. It follows buying signals by the technologies that the prospects are likely to use and their stage in the buyer’s journey. These insights offer real-time information in terms of the contact details and help to identify the right decision-makers in a shorter time. Strengths: efficient use of technographic segmentation and competitive intelligence.
The cons are that it is limited to a restricted area of focus and can be somewhat overlapping with some of the murmurs from ZoomInfo. The basic modules of ZoomInfo are not priced individually, and the pricing is coordinated with the plans used by the consumer. Peculiarities of the analysis include the identification of the buying stage of consumers, integration with CRM systems, and contact updates. Best for tech-focused B2B prospecting strategies.
2.7. True Influence
True Influence is a comprehensive intent data solution that provides both multi-channel data and contact-level information to B2B marketing organizations to identify fence-sitters. Its flagship IntentBase platform scans large-scale publisher ecosystems to identify content consumption matching areas of interest to business. For the business teams, we have scalable enterprise solutions and features such as data enrichment, contact scoring, and account profiling.
One of the notable advantages is its high accuracy, but the design of the program itself may cause difficulties sometimes for the users, and their training might be necessary. On the aspect of pricing, Huawei sends out a quotation depending on the usage volume of the software. Best for: enterprise-level marketing teams, specifically on the B2B side, that are involved in sophisticated, multi-step demand generation processes.
2.8. SalesIntel
SalesIntel gives you both buyer intent insights and human-verified contact data to make sure B2B sales and marketing organizations are working with high-fidelity leads. It works in partnership with Bombora, which strengthens its intent data offering and helps it remain a reliable source.
Technographics, CRM syncing, enrichment, and intent are notable attributes, as they are all significantly crucial for outreach. That is considerably less than its leading competitors, such as ZoomInfo, but it offers such benefits as 95% accuracy and verified data. Pricing is well-regulated according to the feature required and the number of leads needed from the site. Best for: B2B sales teams that require accurate and credible contacts as well as better targeting.
2.9. Cognism
Cognism is a GDPR-compliant company that focuses on providing intent data, contact details services, and sales intelligence, primarily aimed at B2B companies that sell to EMEA and North America markets. As a result, its clean, compliant datasets are loaded with buying signals, firmographics, and trigger alerts to enable the teams to work at the right time.
The onboarding process is seamless, and there are robust privacy features, which are useful for markets with standard compliance requirements. However, it is not very rich in APAC, and its intent features are not fully developed. Pricing is done according to quotation, and different companies can avail themselves of a 15-day free trial version. Best for: companies targeting services and solutions specific to business-to-business selling that give preference to data privacy and obscure lead sources.
2.10 RollWorks
RollWorks, a NextRoll subsidiary, provides in situ account-based marketing (ABM) and intent data to empower B2B organizations to target account prospects more effectively. Combined with the firmographic, technographic, and behavioral data it provides to clients, RollWorks helps to deliver account-based advertising to build pipeline velocity. It can also work with CRMs and MAPs to ensure that the campaigns are aligned with the sales objectives effortlessly.
On the plus side, strong features cover the mid- to late funnel, but the reporting and time to optimize a campaign can be a bit challenging for users. Pricing is relatively low at the starting point with the ‘Starter’ plan; however, more advanced features are available for enterprises on a quote basis only. Perfect for B2B marketing teams and industries engaged in hard ABM and large-scale build-out of display advertising.
2.11 G2 Buyer Intent
G2 Buyer Intent allows B2B organizations to leverage the data and insights of buyers who are interested in their products on G2. It shows the company that has explicitly visited your profile or any specific pages, such as category pages or competitor listings, which is highly useful for SaaS and tech companies. G2’s insights are derived from actual in-market behavior, thereby involving less risk compared to the sample-based satisfaction scores; the insights are also meant to seamlessly slot into sales and marketing processes.
Still, it is only useful for companies listed in G2 and might not provide much information beyond technology fields. A pricing model has been tied to the G2 Premium Profile, while extra data options are also available. Recommended if you’re in the technology niche, looking to engage your audience at the late stage of the buyers’ journey.
2.12 VisitorQueue
Using IP tracking, intent data, and enhancements to prospect records, VisitorQueue uncovers which companies are coming to your site even if they’ve never completed a form. It is especially useful for businesses of all sizes and mid-scale B2B businesses interested in monetizing anonymous traffic. It is straightforward, compatible with CRMs, and provides great support.
It is not as in-depth and complex as some enterprise-focused tools, but it is way cheaper and much easier to use. Plans start at just $31/month, scaling based on traffic volume. VisitorQueue is ideal for budget-conscious B2B teams seeking to convert passive website visitors into qualified leads.
2.13. KickFire (now part of Foundry)
KickFire focuses on IP-to-company intelligence, catering to B2B marketers who want to know not just which companies are visiting their site, but also if they did not fill out a form. Firmographic data integrated with real-time intent data ensures that your teams cannot only nurture the warm leads but also uncover new ones.
The platform stands out in the recognition of accounts in real-time and easily integrable APIs for ABM tools + CRMs. Although the setup can be an optional solution, it may omit several constant connections, such as those from a remote user or a small business sharing an IP address. KickFire, being a pay-per-data-usage product, is ideal for companies that are interested in outbound marketing with website analytics to convert the anonymous traffic to leads.
2.14 Intentsify
It is worth mentioning that Intentsify offers multi-source intent intelligence to offer a rich account view of intent across the funnel. It compiles the best available data feeds and applies machine learning results to identify accounts that are truly interested in your products. Furthermore, Intentsify provides managed services to bring this data to life in executable marketing solutions. Several merits of Hootsuite Amelia make it rather suitable for large companies with large-scale needs for intent marketing to cater to.
Since the pricing is not transparent, it might need a large overhaul by small business organizations. Notable features include cross-channel analytics, custom processes, and campaigns. Intensify is one of the most all-encompassing solutions for B2B organizations that are placing a particular focus on the quality of pipeline and growing revenues from marketing efforts.
2.15 Metadata.io
Metadata.io is a great martech solution that leverages the power of intent data to drive and improve the demand generation strategies, mostly using paid media. It links with intent providers, such as Bombora, to identify prospective clients, and it executes campaigns to generate more high-quality leads.
Users get a chance to work with a set of features, including automated A/B testing, built-in CRM synchronization, and ROI reports. However, it has a slow onboarding and is better suited for mid-market to enterprise-level companies, starting from $3950/month.
Conclusion
Exploring the right intent data platform for your business can boost the B2B lead generation efforts and reach the right audience at the right time. Ranging from AI- and ML-generated insights to account-level indications and website visitor identification, the solution set provides the insights required to gain an edge over the competition.
Each of the 15 intent data platforms that are described in the article has its own strong sides—it may be wide integration capabilities, relatively low prices, or top-notch analytics.
Consider size, goals and objectives, and budget when deciding which option is best suited for your needs. Once you have the right intent data platform set up, the B2B sales and marketing teams will be able to close more business in less time.
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