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Knowing what your customers want is key to making more sales. That's where intent data comes in handy. It shows you who's ready to buy and what they're looking for. With this info, you can find better leads and talk to them about things they care about.  

Good intent data helps you focus on the right customers at the right time. To help you get started, we've put together a list of the best B2B buyer intent data providers in 2024.

But before we dive into the best options, let's quickly explore what exactly buyer intent data is.

What is Buyer Intent Data?

Buyer intent data refers to information that indicates a prospect's likelihood to purchase. It tracks digital activities that signal interest in specific products or services. These signals can include:

  • Website visits
  • Content downloads
  • Webinar attendance
  • Search queries
  • Social media engagement

By analyzing these signals, sales teams can find promising leads. This data helps them decide who to reach out to first and how to personalize their communication.

The Importance of Buyer Intent Data in Sales

Using buyer intent data in your sales process has several benefits:

  1. With intent data, you can quickly find leads that are most likely to become customers.
  2. You can tailor your messages to match your prospects' specific interests.
  3. Intent data helps you contact prospects when they are actively looking for solutions.
  4. By using intent data, you can concentrate your efforts on the most promising leads.
  5. You'll connect with leads who are already interested in what you offer, boosting your chances of making sales.
  6. Intent data gives you insights into which prospects are also considering your competitors.

What Are Some Best B2B Buyer Intent Data Providers?

Buyer intent data providers help businesses of all sizes. This includes small, medium, and large companies.  

They offer information that fits the needs of each type of business. Whether you run a small shop, a growing company, or a large enterprise, these providers can assist you. They help you find the right customers and improve your sales and marketing efforts.

Let's find out the best buyer intent data providers for each market segment.

Versatile Buyer Intent Data Tools for Every Market Segment

If you're searching for an intent data provider that caters to all business segments, consider these top options:

Bombora

bombora-best-intent-data-provider
Source: Bombora

Bombora provides premium, consent-based buying intent data and proprietary B2B contact datasets. By tracking activities across 5000+ B2B websites, Bombora helps sales and marketing teams target companies ready to buy. This ensures efforts are focused on interested prospects, increasing sales chances.

Key Features:

  • Gain insights into your prospect's entire customer journey.
  • Access data from over 3 million B2B organizations to pinpoint which ones are likely to increase their spending.
  • Utilize comprehensive B2B intent data with a solid track record of success.
  • Ensure data compliance with access to a broad array of B2B websites.
  • Identify genuine interest with pre-purchase intent signals processed through a patented method.

Pros:

  • Easily integrates with CRM systems for streamlined operations.
  • Offers a wide range of search categories for precise targeting.
  • Provides reliable and effective customer service.

Cons:

  • Website tracking capabilities could be enhanced.
  • Specializes only in intent data, without additional services.
  • It can be pricey for smaller businesses.

Best For:  

Bombora suits businesses of all sizes that prioritize data compliance. It is ideal for B2B companies that want to leverage intent data to boost their sales and marketing efforts. It's perfect for teams looking to identify which companies are actively researching their products or services. Businesses that need to prioritize their outreach based on buyer intent signals will find Bombora particularly valuable. It's also great for marketers who want to create more targeted campaigns using real-time intent data.

Cognism

cognism-intent-data
Source: Cognism

Cognism is a sales intelligence platform. It combines company and contact data with intent data from Bombora. This helps users find companies in their target market that are ready to buy. Cognism adds verified emails and phone numbers of decision-makers to this data. This makes it easier to reach out to the right people.

Key Features:

  • Over 12,000 B2B intent data topics to track
  • Covers markets in Europe, North America, and Asia-Pacific
  • Provides verified B2B emails and mobile numbers
  • Integrates with popular sales tools (Salesforce, HubSpot, Outreach)
  • Complies with CCPA and GDPR data regulations

Pros:

  • Wide range of intent topics helps target campaigns better
  • Global coverage suits businesses operating in multiple regions
  • Verified contact details increase chances of reaching decision-makers
  • Easy integration with common sales tools saves time
  • Strong data compliance protects against legal issues
  • Combination of intent data and contact information streamlines prospecting

Cons:

  • Setting up the system might be challenging at first
  • Pricing can vary, which might be hard for budget planning
  • Relies on Bombora for intent data, so quality depends on this third party
  • Some features might be complex for new users
  • Regular updates needed to keep data accurate

Best For:

Cognism suits businesses across all marketing segments. It's valuable for companies needing a comprehensive sales intelligence solution. The platform is particularly useful for B2B organizations focusing on intent-based marketing. Its global coverage makes it ideal for businesses operating in multiple regions.

Top Buyer Intent Data Tools for Small Businesses

Small businesses often need cost-effective solutions with accurate data. These tools shouldn't be overly complex. Here are some top choices for smaller operations:

Seamless.AI

Seamless.AI is real-time B2B contact database provider. It offers verified emails, cell phone numbers, and sales insights. These features help businesses find, connect with, and close deals.

Key Features:

  • Database of 1.7B+ Contacts and 150M Company Profiles
  • AI-powered research including Buyer Intent, Job Changes, and Data Enrichment
  • Integrates with popular CRMs (Salesforce, HubSpot, Salesloft, Outreach, Pipedrive)
  • Real-time search algorithms
  • LinkedIn integration

Pros:

  • User-friendly interface
  • Accessible for teams with varying technical skills
  • Generally accurate data, especially for prominent companies and individuals
  • Helpful and responsive customer support
  • Efficient integration with LinkedIn and various CRMs
  • Streamlines workflow
  • Real-time verification of contact information
  • Reduces bounce rates

Cons:

  • Some users report issues with data accuracy
  • Particularly problematic for phone numbers and emails
  • Limitations in search filters and industry categories
  • Can hinder precise targeting
  • Concerns about the cost and allocation of search credits
  • Potentially limits usage for smaller teams
  • Occasional inconsistencies in data quality across different regions or industries

Best For:  

Seamless.AI suits small businesses needing a user-friendly platform. It's ideal for companies wanting a vast database and real-time verification. It's particularly beneficial for teams that heavily use LinkedIn for prospecting.

Apollo.io

apollo-intent-data-provider
Source: Apollo.io

Apollo.io is an all-in-one sales intelligence platform. It offers tools for prospecting, engagement, and revenue driving.

Key Features:

  • B2B Database with over 275M contacts and 73M companies
  • Engagement Suite for scaling outbound activity and sequences
  • Intelligence Engine with recommendations and analytics

Pros:

  • Robust database with a wide range of contacts and companies
  • Advanced search and filtering capabilities
  • Allows for precise targeting
  • Automated outreach features
  • Can significantly save time in prospecting activities
  • Comprehensive platform that combines data, engagement, and analytics

Cons:

  • Some users report issues with email sequencing
  • Emails may land in spam folders
  • Occasional inaccuracies in contact and company data
  • Requires manual verification
  • User interface could be more intuitive
  • Data filters, while advanced, could be more refined for niche industries or roles

Best For:  

Apollo.io fits small businesses needing a comprehensive sales intelligence platform. It's useful for teams that want to automate parts of their outreach process. The combination of a large database and engagement tools is particularly beneficial.

UpLead

uplead-intent-data-pr0vider
Source: Uplead

UpLead is a strong B2B data provider. It offers verified emails, mobile numbers, and intent data in real-time. UpLead provides access to millions of current contacts. This makes it easy to find and import leads directly into your CRM system.

Key Features:

  • Access to millions of up-to-date contacts
  • 50+ search filters including intent data
  • Integrates with Salesforce, HubSpot, and other leading CRMs
  • Zapier integration for workflow automation

Pros:

  • Robust database of companies and contacts
  • Covers a wide range of industries
  • Easy integration with CRM services
  • Streamlines data import processes
  • User-friendly interface
  • Accessible for team members with varying technical skills
  • Quick and helpful customer service
  • Addresses user queries promptly
  • Cost-effective solution
  • Offers good value for smaller businesses

Cons:

  • Limited data sorting flexibility
  • Can make complex searches challenging
  • Incomplete email information for some contacts
  • Requires additional verification
  • Difficulty finding people in rural areas or smaller markets
  • The software doesn't always remember user settings

Best For:  

UpLead is excellent for small businesses needing a cost-effective solution. Its user-friendly interface and good customer support are key benefits. It's particularly suitable for companies that prioritize ease of use and CRM integration.

Ideal B2B Intent Data Platforms for Medium-Sized Businesses

As businesses grow, their needs become more complex. These tools offer more advanced features suitable for medium-sized operations:

LinkedIn Sales Navigator

linkedin-sales-navigator
Source: LinkedIn

LinkedIn Sales Navigator is an advanced version of LinkedIn. It's designed specifically for sales professionals. It leverages the world's largest professional network.

Key Features:

  • Access to LinkedIn's network of 860M+ members
  • Covers 60M+ companies across 200 countries and territories
  • Advanced search filters for precise lead targeting
  • Lead recommendations based on your sales preferences
  • Real-time updates on accounts and leads
  • Integration with major CRM platforms

Pros:

  • Seamless integration with CRM platforms
  • Allows for efficient data management
  • Robust search filters enable highly targeted prospecting
  • Ability to find leads with precision
  • Leverages LinkedIn's vast professional network
  • Lead recommendation feature can uncover new opportunities
  • Real-time updates on prospects and accounts

Cons:

  • Limitations with the InMail service
  • May not always yield high response rates
  • The tool's reliability depends heavily on the accuracy of LinkedIn profiles
  • High subscription costs
  • May be challenging for smaller teams or businesses
  • Steep learning curve to fully utilize all features effectively

Best For:  

LinkedIn Sales Navigator is ideal for medium-sized businesses relying heavily on B2B sales. It's useful for companies that can leverage LinkedIn's professional network. It's particularly beneficial for industries where decision-makers are active on LinkedIn.

6sense Revenue AI for Sales

6sense-intent-data-provider
Source: 6Sense

6sense Revenue AI for Sales offers a platform focused on predictive insights. It provides analytics for sales professionals.

Key Features:

  • Insights into the "Dark Funnel" where 97% of B2B research occurs anonymously
  • AI-powered recommendations and prioritization
  • Persona mapping and company intelligence
  • Chrome extension for easy access to insights
  • Prioritization dashboards and alerts

Pros:

  • Provides real-time information about prospects
  • Includes interests, activities, and intent
  • Integrates with other tools
  • Saves time and effort in data compilation
  • AI-powered insights help sales teams focus on the most promising leads
  • Offers a comprehensive view of the customer journey
  • Tracks from anonymous research to engagement

Cons:

  • Some users report issues with data accuracy
  • May include outdated contact information
  • Predictions about interested companies or 'hot' accounts can be inaccurate
  • The platform's complexity may require significant onboarding and training
  • Pricing may be prohibitive for smaller teams or businesses

Best For:  

6sense Revenue AI for Sales suits medium-sized businesses with complex sales cycles. It's valuable for companies needing in-depth buyer insights. It's particularly useful for businesses selling high-value products or services with longer decision-making processes.

Demandbase One

Demandbase One is a Smarter GTM platform. It uses Account Intelligence to orchestrate sales and marketing activities.

Key Features:

  • Rich and reliable account-level insights
  • Audience creation using Account Intelligence, CRM and MAP data, intent signals, and technographics
  • B2B advertising platform optimized for reaching entire buying teams
  • Website personalization for increased conversions
  • Cross-channel customer interaction coordination
  • Performance measurement of marketing and sales activities

Pros:

  • Provides valuable insights into company intent
  • Helps prioritize outreach
  • Easy integration with CRM platforms
  • Streamlines data management
  • Robust features for account targeting and customer journey management
  • Comprehensive platform covering multiple aspects of sales and marketing

Cons:

  • Some users find the user interface confusing and slow
  • Difficulty in navigating and understanding all available options
  • Requires significant training
  • Inaccuracies in some of the data provided
  • Necessitates manual verification
  • The platform's complexity can lead to underutilization of features

Best For:  

Demandbase One suits medium to large businesses committed to account-based marketing and sales. It's useful for companies with complex B2B sales cycles. It's ideal for businesses with resources to fully leverage a comprehensive platform.

Enterprise-Grade Buyer Intent Data Providers

Enterprise businesses require robust, scalable solutions with advanced features. These tools cater to the needs of large organizations:

ZoomInfo Sales

zoominfo
Source: ZoomInfo

ZoomInfo Sales is a modern go-to-market platform for B2B companies. It offers a comprehensive suite of sales and marketing tools.

Key Features:

  • Utilize a robust B2B database with over 300 intent data attributes for seamless CRM integration.
  • Implement automated processes to enhance the efficiency of your sales operations.
  • Access real-time B2B intent data to pinpoint key decision-makers efficiently.
  • Keep your team informed about future opportunities.
  • Integration with key systems and CRMs

Pros:

  • Comprehensive and generally accurate database
  • Covers a wide range of industries and roles
  • User-friendly interface allows for efficient searching and data retrieval
  • Strong integration capabilities with various CRM platforms
  • Streamlines workflow
  • Efficient for prospecting and outreach
  • Potentially saves significant time for sales teams

Cons:

  • Some users report occasional issues with outdated or incorrect data
  • Limitations on bulk lead transfers
  • Can be frustrating for large-scale operations
  • Occasional software bugs reported by users
  • Potentially disrupts workflow
  • Some users experience difficulties reaching the account management team for support

Best For:  

ZoomInfo Sales suits large enterprises with significant B2B sales operations. It's valuable for companies requiring a comprehensive, data-driven approach to b2b marketing and sales. It's ideal for businesses with resources to fully leverage its extensive features.

Check Out: Best ZoomInfo alternatives and competitors

Drift

Key Features:

  • AI-powered chatbot for 24/7 customer engagement
  • Live chat functionality for real-time human interaction
  • Integration with various CRM and marketing tools
  • Prospector dashboard for tracking website visitors
  • Conversational marketing and sales solutions

Pros:

  • Easy to use interface
  • Allows for quick adoption across teams
  • Seamless integration with other tools in the sales and marketing tech stack
  • Facilitates real-time engagement with prospects
  • Potentially accelerates the sales process
  • Effective in generating leads
  • Streamlines the sales process through automated interactions

Cons:

  • Some users report occasional glitches with the prospector dashboard
  • Issues with chat routing rules can sometimes lead to misdirected conversations
  • Initial setup and customization can be challenging
  • Requires dedicated resources
  • Some users express a desire for more advanced AI features
  • Need for improved accuracy in lead routing

Best For:  

Drift is ideal for enterprise-level businesses that prioritize real-time customer engagement. It suits companies with resources to fully customize and maintain the platform. It's particularly useful for businesses with high website traffic and a need for 24/7 prospect engagement.

How to Choose the Right Buyer Intent Data Provider

Finding the best intent data provider is important and can be difficult. Here's what to consider:

1) Data Quality

Look for up-to-date, accurate data. Make sure it covers your target industries and regions. Check if they track the intent topics you care about.

2) Integration

The provider should work well with your current tools. Look for easy connections to your CRM and marketing software. Data import and export should be simple.

3) Customization

Choose a provider that allows you to define custom intent signals and adjust scoring models. This flexibility enables you to fine-tune the data to your specific use cases and sales processes.

4) Reporting

Good reporting is key. The provider should offer clear, useful insights. Look for trend analysis and actionable data.

5) Privacy

Choose a provider that follows data laws. They should comply with GDPR and CCPA. Ask about their data handling practices.

6) Pricing

Compare different pricing models. Think about long-term costs as you grow. Find a plan that fits your budget.

7) Support

Good training and support are vital. Look for providers that offer thorough onboarding. Ongoing help should be available when you need it.

Implementing Buyer Intent Data in Your Sales Process

Once you've chosen a provider, follow these steps to effectively integrate intent data into your sales workflow:

  • Set clear goals for using intent data.
  • Train your team well. They should know how to use the data effectively.
  • Work closely with marketing team. Create targeted campaigns using intent signals.
  • Customize your approach. Tailor your outreach based on different intent types.
  • Regularly review and optimize your intent-based tactics.
  • Ensure seamless integration between your intent data platform and existing sales tools.
  • Measure the results. Track how intent data improves your sales performance.

Go Beyond Intent Data with SMARTe

Intent data is a great start, but it’s not enough to drive sales success. To truly excel, you need comprehensive insights that include firmographics, technographics, and more. SMARTe offers a complete sales intelligence platform, providing a 360-degree view of your prospects. This all-in-one approach enables you to target the right companies with precision, ensuring your efforts are effective and your sales increase.

Reach out to us and book a demo to see how Smarte can transform your sales strategy.

Conclusion

Buyer intent data is a key tool for modern sales teams. It provides useful insights to improve your sales strategies. By using intent data you can find better leads, close more deals, and generate more revenue.

Success with intent data depends on how you use it. Keep improving your methods. Pay attention to what your potential customers need. Use intent data to guide you. It can help you provide value to customers at every step.

Remember, intent data is helpful but it's not magic. It works best when you combine it with your sales skills, knowledge of your industry, and a focus on customer needs.

Tanya Priya

Tanya helps B2B companies find, engage and close their ideal prospects through her prospecting and lead generation content. Here you'll find actionable tips, and advice about prospecting.

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All your questions, answered.

What are the benefits of using B2B intent data providers?

B2B intent data providers help businesses identify potential customers who are actively researching their products or services. By using this data, companies can prioritize leads, tailor marketing strategies, and improve sales efficiency. Intent data providers like Bombora, ZoomInfo, and 6sense offer insights into buyer behavior and purchasing intent, allowing businesses to engage with prospects at the right time.

How does buyer intent data software improve marketing strategies?

Buyer intent data software provides insights into the online behavior of potential customers, such as the content they consume and the searches they perform. This data helps marketers understand customer needs and interests, allowing them to create targeted marketing campaigns. Tools like LeadOnion and ZoomInfo's intent signals enable marketers to identify high-intent leads, personalize outreach, and ultimately drive more conversions.

What is the difference between first-party and third-party intent data?

First-party intent data is collected directly from a company's own digital properties, such as their website, email campaigns, and CRM systems. It provides insights into how visitors interact with their content. Third-party intent data, on the other hand, is gathered from external sources across the web, providing a broader view of a prospect's online behavior. Companies like Bombora and ZoomInfo offer third-party intent data that can complement first-party data to create a more comprehensive understanding of buyer intent.

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