By leveraging the digital breadcrumbs left behind by your prospects, you can unlock a wealth of information that will help you personalize campaigns, better target your prospects and customers, and increase conversions - ultimately leading to more revenue generated and less wasted resources.
But with so many intent data providers out there, it can be overwhelming to choose the best one for your business.
That's where we come in.
We've done the hard work for you and compiled a list of the 18 best intent data providers in 2023.
To help you make an informed decision, we've categorized these providers based on the way they collect the data and whether they own it: first-party and third-party.
We'll dive into:
- Main features
- Integrations
- Pricing
First-party intent data providers
First-party intent data providers collect and analyze data from your own digital properties such as your website, mobile app, or CRM, giving you insights directly from the source.
This wealth of information can help you understand your prospects' level of interest, buying habits, and preferences, allowing you to create highly targeted and personalized marketing campaigns.
Many first-party intent data providers also offer tools and software to help you collect, organize, and analyze this data more efficiently.
Here are the best first-party intent data providers in 2023:
Leadfeeder
Overview:
Leadfeeder is a B2B lead generation and website visitor tracking software that helps companies identify potential customers based on their website activity. It allows you to see which companies visit your website, how they found you, and what pages they viewed.
Leadfeeder goes beyond simply identifying anonymous website visitors by providing contact-level data for the companies it identifies: names, job titles, and contact information.
Pricing:
Free plan: $0/month for up to 100 companies but only pulls data from last 7 days
Premium plan: Starts at $139/month for up to 100 companies identified and goes up to $1049/month for up to 5,000 companies identified
Custom pricing is available if you need more than 5,000 companies identified
Integrations:
Salesforce
HubSpot
Pipedrive
Zapier
Zoho
ActiveCampaign
Microsoft Dynamics
They also have an API for custom integrations or custom app development.
Contact-level data:
Leadfeeder Contact solution provides insights into the most relevant contacts within the companies identified: their names, job titles, and contact data.
Other capabilities:
Leadfeeder turns website visitors into real company names and then provides contact-level data for the key people at those companies. It also helps you qualify and score potential leads.
Clearbit
Overview:
Clearbit is a B2B data activation platform offering tools to identify and engage with relevant prospects, capturing intent from ideal customers. Using over 100 firmographic and technographic data points, Clearbit helps target and tailor campaigns efficiently.
The platform uncovers companies behind anonymous website visits and captures leads with shortened forms and intent-based outreach.
Powered by machine learning, Clearbit's lead scoring and routing system ensures accuracy and speed. With data on 44 million companies and 350 million contacts, you get real-time context on key buyers.
Pricing:
Business: Price not publicly listed, contact for a quote.
Integrations:
Salesforce
Segment
Marketo
HubSpot
G2
Pardot
Slack
Zapier
API available for custom integrations.
Contact-level data:
Clearbit provides contact data.
Additional capabilities:
Clearbit integrates with ad platforms to help create targeted campaigns based on intent data, efficient lead prioritization, and routing. Reporting features help track performance, optimize campaigns, and discover new opportunities.
N.Rich
Overview:
N.Rich is an intent data and account-based marketing (ABM) advertising tool that helps businesses identify and engage with high-value prospects.
With its combination of account identification, intent data benchmarking, and intent activation capabilities, N.Rich enables revenue teams to boost pipeline and generate engagement with targeted buyers, all while staying within their budget.
At the heart of N.Rich's platform is its intent data capabilities. By combining first and third-party intent data, N.Rich can identify in-market accounts that fit your ideal customer profile (ICP) based on firmographic data, technographic data, and interests.
Has access to intent data from over 5,000 external B2B websites and 7,000+ topics.
Price:
Lite plan: $9,750 / year
Growth plan: $23,750 / year
Scale plan: $45,000 / year
Integrations:
Salesforce
Marketo
Eloqua
HubSpot
Contact-level data:
Not available
Data activation capabilities:
Proprietary ABM advertising platform with an ability to create targeted ads based on firmographic data, location, and intent, as well as the ability to prioritize outreach to high-intent accounts.
6sense
Overview:
6sense is an AI-powered intent data tool that connects web traffic and intent signals to buyers and accounts. It identifies ideal accounts, their buying journey stage, and buying team members. With industry-leading match rates, 6sense personalizes the buying experience by understanding buyer behaviors, interests, and engagements.
6sense's account match rate provides visibility into buying teams and their journey, while the platform helps revenue teams align and prioritize accounts. It optimizes ad spend and boosts campaign performance and ROI.
Pricing:
Not publicly listed, request a demo for a quote.
Integrations:
HubSpot
Eloqua
Salesforce
Bombora
G2
LeanData
TrustRadius
Contact-level data:
6sense offers contact-level data on buyer behavior, interest, engagement, and intent, allowing tailored messaging and personalized experiences.
Additional capabilities:
6sense enables advanced lead scoring, prioritization, and routing to appropriate teams. Integrations ensure data synchronization while reporting and analytics offer insights into campaign performance, optimization, and new opportunities.
Demandbase
Overview
Demandbase is a B2B buyer journey insight provider that uses AI technology to uncover buyer intentions. By combining sales and marketing data with validated B2B data, Demandbase One™ identifies in-market opportunities and engages with the best prospects at the right time.
The platform maps leads to accounts, builds targeted segments, and hones in on likely buyers using predictive models. Journey stage mapping enables tailored messaging, and engagement heat maps focus resources on top prospects. Automated data cleansing and enrichment ensure accurate data-driven decisions.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
Drift
Marketo
Eloqua
Dynamics 365
Salesforce
Hubspot
...and more
Contact-level data:
Provides essential contact-level data.
Additional capabilities:
Demandbase offers advanced segmentation, lead scoring, predictive models, and journey stage mapping to identify and engage opportunities effectively.
Lead Forensics
Overview
Lead Forensics is an intent data platform that identifies website visitors, providing essential B2B marketing intel. The software gives access to visitor contact information, allowing for personalized marketing campaigns based on on-site behavior, industry, geography, and more.
Integrating with marketing automation systems, Lead Forensics supports ABM campaigns and offers daily, weekly, or monthly reports on audience engagement. The platform provides insight into website audiences, visitor journeys, and touchpoints to optimize marketing activities.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
Zoho
Mailchimp
Monday
Streak
Wave
Jira
Zendesk
You can also customize and configure Lead Forensics to integrate with your other systems as needed.
Contact-level data:
Offers detailed contact-level data.
Additional capabilities:
Captures website visitor information, routes it to CRM or marketing automation systems, and provides real-time alerts for high-value prospects, increasing chances of closing deals.
Qualified
Overview:
Qualified is a top pipeline generation platform for Salesforce users, helping businesses identify valuable website visitors and initiate real-time sales conversations.
The platform uses Qualified Signals to surface buying intent signals and identify in-market accounts, optimizing outbound and advertising efforts.
Engage VIP visitors through chat, voice, video, or chatbots, leveraging your website to generate pipeline and accelerate sales.
Pricing:
Growth plan: Starting at $3,500 per month
Premier plan: Starting at $6,000 per month
Enterprise plan: Custom
Integrations:
Salesforce
Marketo
Pardot
Eloqua
6sense
Demandbase
Contact-level data:
Provides contact-level data.
Priority Engine
Overview:
TechTarget's Priority Engine is a SaaS-based intent data tool for B2B technology organizations, providing real-time access to active, in-market accounts and prospect-level purchase intent data. It prioritizes accounts and prospects based on research behavior, enabling tailored content and advertising to accelerate ABM efforts.
The platform adds active prospects to nurture streams and sales cadences, generating high-quality leads. In-tool and Salesforce-integrated insights facilitate meaningful conversations.
The Inbound Converter identifies website-visiting accounts and matches them to relevant prospects for faster deal closure.
Price:
Not publicly listed, contact for a quote.
Integrations:
Marketo
Pardot
Eloqua
6sense
Salesforce
Integrate
Hubspot
Dynamics365.
Contact-level data:
Provides prospect-level purchase intent data from real buyers at active, in-market accounts, along with detailed insights on individual researchers.
Data activation capabilities:
Offers real-time alerts for high-value prospects, Salesforce integration for streamlined sales, and Inbound Converter to convert website visitors into opportunities.
Foundry Intent
(ex KickFire and LeadSift)
Overview:
Foundry Intent is an all-in-one platform combining KickFire's first-party intent data, third-party intent from LeadSift, and Foundry's proprietary publishing and events network.
This robust intent data tool identifies in-market accounts and contact-level buying intent, allowing you to prioritize, personalize, and optimize sales and marketing efforts.
Reporting features and seamless integrations ensure data-driven decision-making and alignment between sales and marketing teams.
Price:
Not publicly listed, contact for a quote.
Integrations:
Triblio
Hubspot
Salesforce
SalesLoft
Contact-level data:
Provides contact-level intent data from various sources, giving you a granular understanding of the buying team's interests, priorities, level of intent, and contact information.
Rollworks
Overview:
Rollworks is an all-in-one platform designed to optimize account-based marketing (ABM).
The platform offers engagement and measurement tools to engage accounts across multiple channels and track success.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
Salesforce
Eloqua
Marketo
HubSpot
G2
Folloze
Hushly
Sandoso
PFL
Drift
Contact-level data:
Has a proprietary B2B contact database
Data activation capabilities:
Rollworks' data activation capabilities use intent data to prioritize and segment target accounts, personalize messaging across multiple channels, integrate with your existing marketing and sales solutions, and measure and optimize campaigns for maximum impact.
G2
Overview:
One of the leading intent data providers, offering valuable information to marketing, sales, and customer success teams for reaching the right audience at the right time. G2's first-party intent data, generated from millions of software buyers visiting G2.com, provides exclusive in-market buyer indicators.
By integrating intent data with various tools, you can automate workflows, score leads, enrich data, and create targeted segments based on activity level and buying stage. G2 also provides competitor and alternative signals, allowing you to monitor G2 research activity and use intent signals to improve customer health scores and retention.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
Salesforce
HubSpot
Marketo
6sense
Bombora
Demandbase
RollWorks
Triblio
LeanData
Contact-level data:
Not available
Data activation capabilities:
G2 doesn't provide additional advertising capabilities. However, G2's intent data can be activated in various ways, such as creating targeted segments and personalized messages using ICP filters and buying stage indicators. Integration with CRM helps sales teams prioritize outreach, target ads across channels, and quickly identify at-risk accounts with G2's customer health scores.
TrustRadius
Overview:
TrustRadius is another top provider for identifying in-market buyers researching your brand or competitors, offering predictive analytics and segmentation capabilities to target best-fit accounts at the right time.
Integrations with platforms like LinkedIn, Salesforce, Demandbase, and 6sense enable audience segmentation and tailored messaging based on buying stage and intent signals.
Pricing:
Not publicly listed, request demo for a quote.
Integrations:
Salesforce
6sense
Demandbase
Walnut
Contact-level data:
Not available.
Data activation capabilities:
TrustRadius doesn't provide data activation capabilities but has advanced analytics and segmentation tools to shape marketing and sales strategies. You can create targeted audiences based on intent signals and integrate with various third-party platforms, leading to a seamless omnichannel customer experience that boosts conversions.s.
Third-party intent data providers
Third-party intent data providers collect and analyze intent data from a variety of sources that are not directly related to your business, such as data from social media platforms, ad networks, and other websites.
This type of intent data is often considered less reliable than first-party data as it is collected from external sources that may not be entirely relevant to your business.
However, it can still be very valuable in providing additional insights into audience behavior and interests that may not be available from first-party data as it can tell you what topics people are interested in, what content they're engaging with, and how their interests are evolving over time.
Third-party intent data can also be quite helpful for identifying new prospects, expanding your reach, and targeting specific segments of your audience that you may not have reached otherwise.
When it comes to third-party intent data, it's very important to mention that you're looking at data that has been collected from a variety of sources, and because of that, the quality and accuracy of the data can vary significantly from provider to provider.
There are several providers out there that specialize in collecting, aggregating, and analyzing third-party intent data.
Bombora
Overview:
Bombora is a leading third-party intent data provider, offering insights into target accounts' interests and solutions being researched. By focusing on actions indicating real buyer intent, Bombora measures prospects' digital journey across over 5,000 premium B2B websites, allowing you to guide them to your solution.
Using BERT-based machine learning, Bombora's Company Surge Analytics understands the meaning behind words on a webpage, providing a true picture of buyers' interests and intent.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
Salesforce
HubSpot
Lusha
Marketo
Rollworks
6sense
Terminus
Demandbase
Contact-level data:
Available from third-party providers
IntentHub
Overview:
IntentHub is the only PLG solution for third-party intent data. This means you don't have to attend a demo or have to speak to a salesperson before using the product - you can sign up, specify the intent topics that you'd like to benchmark intent for and get a list of companies that are potentially interested in those topics.
IntentHub provides insights into the buying behavior of thousands of companies, collected from over 1 million B2B websites. IntentHub's parent company is N.Rich, an Account-Based Marketing platform. N.Rich has proprietary advertising technology with access to over hundred million ad impressions from millions of websites every day.
Pricing:
3-day free trial
Individual plan: $999 / year
Integrations:
CRM integrations coming soon
Contact-level data:
Not available
Zoominfo
Overview:
ZoomInfo is a third-party intent data provider that helps businesses identify and engage with valuable, active buyers.
With ZoomInfo Intent, businesses can capitalize on buying signals from a network of 210 million IP to Org Pairings and over 6 trillion new keyword-to-device pairings, sourced monthly from 90% of accessible U.S. devices.
ZoomInfo's advanced B2B search engine offers 300+ company attributes and CRM, MAT, and engagement filters for optimal refinement.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
HubSpot
Salesforce
Zoho
Paligo Qualified
Bullhorn
Contact-level data:
ZoomInfo provides contact-level data, including job titles, roles, company size, location, and contact information. Its database contains 8 billion professional profiles for accurate decision-maker identification.
6sense
Overview:
6sense is a third-party intent data provider that uncovers hidden demand and identifies accounts ready to buy.
The platform combines intent signals from the above mentioned providers, such as Bombora, G2, and TrustRadius. This data enables proactive prospecting into accounts showing intent or researching competitors.
Pricing:
Not publicly listed, request demo for a quote.
Integrations:
HubSpot
Eloqua
Marketo
Salesforce
Bombora
G2
TrustRadius
Contact-level data:
6sense provides job titles and roles, company size and location, contact information, topics searched for, interactions with competitors, and more.
Rollworks
Overview:
Rollworks' third-party intent data solution allows to identify buyer intent from a database of 37 million companies and 182 million contacts.
Pricing:
Not publicly listed, contact for a quote.
Integrations:
Rollworks integrates with Salesforce, Hubspot, Marketo, Pardot, Oracle, G2, Crossbeam, and more.
Contact-level data:
Rollworks provides access to over 182 million contacts, including company name, job title, email address, phone number, and other relevant information, ensuring accurate and actionable data.
How to choose the right provider?
1. Understand which data you already have. If you've got a website with a good volume of traffic, then you'll need a first-party intent data solution to identify website visitors, reach out to them and launch customized remarketing campaigns. If you're just entering the market, consider investing in third-party solutions to understand which companies are in the buying mode for your product.
2. Read user reviews. If you want to understand the strengths and weaknesses of each provider (e.g. if they provide quality data for your region or country, if they are quick to respond, etc.), the best way to do this is to explore the review platforms.
3. Check integration capabilities. Make sure the provider integrates with your CRM and is able to push and pull all the necessary data (such as intent score, engagement details, etc.) for all teams to use.
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