9 Best B2B Buyer Intent Data Tools [2026]

Most brand interactions happen online before prospects reveal their interest. Companies need buyer intent data to spot behaviors that signal when a prospect is ready to buy.

This guide evaluates the top buyer intent data platforms to help you identify in-market accounts and drive sales growth.

What Is B2B Buyer Intent Data?

B2B buyer intent data identifies which companies are actively researching solutions by tracking behavioral signals like content consumption, search patterns, and engagement activity across the web.

This data reveals in-market accounts with elevated research activity above baseline levels. It captures buying signals from anonymous browsing behavior before prospects contact vendors, going beyond traditional demographics and firmographics.

Core capabilities include:

• Account Prioritization: Focus efforts on accounts showing active buying behavior rather than cold prospects

• Timing Optimization: Engage prospects when they're actively evaluating solutions

• Message Personalization: Tailor outreach based on specific topics prospects are researching

Why B2B Teams Need Intent Data

Sales and marketing teams waste resources on accounts that aren't ready to buy because most outreach happens at the wrong time. Intent data solves this by revealing which accounts are actively researching solutions right now.

Buyer intent data delivers measurable advantages:

• Resource Prioritization: Direct limited sales and marketing capacity toward accounts showing active buying behavior

• Timing Advantage: Engage prospects during active evaluation windows instead of cold outreach

• Personalization at Scale: Tailor messaging based on specific topics prospects are researching

• Competitive Intelligence: Identify when existing customers research alternatives

• Pipeline Acceleration: Shorten sales cycles by focusing on in-market accounts

Here's how the top buyer intent data platforms compare:

Best B2B Buyer Intent Data Tools

1. ZoomInfo

ZoomInfo combines intent data with the industry's most comprehensive B2B database: 100 million company profiles, 500 million contacts, and 1 billion buying signals processed monthly. The platform delivers real-time intent signals integrated with contact and account data, so you can identify in-market buyers and reach decision-makers immediately.

ZoomInfo tracks over 12,000 intent data topics sourced from a cooperative of 5,000 B2B sites.

The platform integrates with CRM and marketing automation tools, enriching customer records with firmographic and intent data. Native integrations with Salesforce, HubSpot, Outreach, and other GTM tools sync intent data directly into existing workflows.

ZoomInfo Copilot adds AI-powered insights to help teams act on intent signals faster, surfacing high-priority accounts and recommending next actions based on buying behavior. GTM Workspace brings intent signals, contact data, and engagement tracking into a unified interface.

Automated workflows and segmentation filters let you identify and engage in-market accounts without manual research. The platform includes reporting dashboards that show which accounts are researching your solutions and what topics they're consuming.

ZoomInfo maintains GDPR, CCPA, and SOC 2 Type II compliance, with continuous data verification delivering 95%+ email deliverability rates.

Key Features:

• Real-time B2B intent data signals across 12,000+ topics

• CRM and marketing automation integration with Salesforce, HubSpot, and other platforms

• Automated workflows and segmentation for account prioritization

• ZoomInfo Copilot for AI-powered insights and recommended actions

• GTM Workspace for unified prospecting and engagement

• 500 million contact profiles with direct dials and verified emails

• Account-level intent scoring and topic tracking

• Custom intent topics tailored to your solutions

Learn More About ZoomInfo

2. Bombora

Bombora operates a data cooperative tracking content consumption across 5,000+ B2B websites and premium business media. The platform identifies accounts researching specific topics by monitoring anonymous browsing behavior and pooling signals from partner organizations to detect research patterns.

Company Surge data shows when research activity spikes above baseline levels for specific topics. Key capabilities include:

• Topic-level intent scores indicating research intensity and recency

• Integration with marketing automation platforms, CRM systems, and advertising networks

• Cross-channel intent data activation

The platform focuses on content consumption signals rather than search or social activity. Bombora provides audience composition insights drawn from its publisher network data. The cooperative model means participating publishers contribute and access shared intent data.

Key Features:

• Content consumption activity tracking across B2B organizations

• Company Surge data showing topic research spikes above baseline

• 5,000+ B2B publisher network including premium business media

• ABM strategy execution through audience integration with media activation partners

• Topic-level intent scoring across thousands of categories

• Audience composition insights for market intelligence

• Integration with marketing automation and advertising platforms

Learn More About Bombora

3. 6sense

6sense combines intent data with AI-powered predictions to identify accounts in-market and forecast buying stages. The platform aggregates signals from multiple sources including web traffic, social media, engagement patterns, and third-party data providers to recommend which accounts to prioritize.

The AI continuously learns from engagement patterns to improve prediction accuracy over time. The platform provides buying stage classifications from awareness through decision.

Revenue teams receive:

• Recommended next-best actions for each account based on buying signals

• Buying stage predictions to tailor outreach timing and messaging

6sense includes multi-channel orchestration across email, advertising, and sales outreach. The platform features account-level dashboards showing intent activity, engagement history, predicted conversion likelihood, and AI-powered recommendations for engagement timing and channel selection.

Key Features:

• AI-powered predictive analytics for account identification

• Buying stage prediction and progression tracking

• Multi-channel orchestration across email, advertising, and sales outreach

• Revenue AI recommendations for optimal engagement timing

• Account-level intent scoring and prioritization

• Integration with CRM and marketing automation platforms

• Anonymous visitor identification and tracking

• Campaign performance analytics tied to revenue outcomes

Learn More About 6sense

4. Demandbase

Demandbase One combines intent data with account-based marketing execution capabilities. The platform creates audience segments using account intelligence, CRM data, and intent signals aggregated from web activity, content consumption, and engagement patterns.

Key capabilities include:

• B2B advertising to target high-intent accounts across display and social channels

• Website personalization based on research activity and account profile

• Pipeline measurement tracking intent impact across the customer journey

Key Features:

• Comprehensive account intelligence for precise audience targeting

• B2B-optimized advertising platform for intent-based targeting

• Website personalization capabilities for high-intent visitors

• Advanced measurement tools for tracking marketing and sales impact

• Intent data aggregation from multiple sources

• Firmographic data enrichment

• ABM campaign orchestration and execution

• Pipeline attribution and revenue analytics

Learn More About Demandbase One

5. Cognism

Cognism provides GDPR-compliant B2B data with a focus on European market coverage. The platform specializes in phone-verified mobile numbers and email addresses for European prospects, addressing compliance requirements that challenge other providers.

The platform includes intent data tracking web activity and content consumption patterns across 12 intent topics. Additional capabilities include:

• CRM and sales engagement platform integration

• Technographic data showing technology stack information

Key Features:

• GDPR-compliant data collection and processing

• European market coverage with phone-verified contacts

• Intent data signals for account prioritization across 12 topics

• Technographic data showing technology stack information

• CRM and sales engagement platform integration

• Browser extension for prospecting workflows

• Contact data verification and enrichment

• Compliance tools for consent tracking

Learn More About Cognism

6. Leadfeeder

Leadfeeder identifies companies visiting your website by tracking anonymous visitor behavior and matching IP addresses to organizations. The platform focuses on first-party intent data at the company level, revealing which accounts are researching your solutions before they fill out forms.

The platform includes CRM integrations to sync website visitor data with existing account records. Leadfeeder tracks:

• Page visits and time on site

• Content consumption patterns to score account interest

• Filters out bot traffic and residential IPs for data quality

Key Features:

• Website visitor identification at the company level

• IP-to-company matching for anonymous visitor tracking

• CRM integration with Salesforce, HubSpot, and other platforms

• Lead scoring based on visit frequency and engagement

• Email alerts for high-priority account visits

• Page-level tracking showing content consumption patterns

• Bot traffic filtering for data quality

• Integration with sales engagement tools

Learn More About Leadfeeder

7. G2 Buyer Intent

G2 Buyer Intent tracks software research activity on the G2 review platform, identifying accounts actively comparing vendors and reading reviews. The platform captures review-based intent signals from software buyers across thousands of categories, distinct from content consumption or web activity data.

The platform tracks:

• Accounts viewing your product profile and reading specific reviews

• Competitor comparison activity

• Category-level research showing broader solution evaluation

• Active buying stage based on review consumption patterns

Key Features:

• Review-based intent signals from software research activity

• Account identification for profile views and comparisons

• Category-level tracking across thousands of software categories

• Competitor comparison data showing evaluation activity

• CRM and marketing automation integration

• Real-time alerts for target account research

• Advertising integration for retargeting capabilities

• Buyer journey insights from review consumption patterns

Learn More About G2 Buyer Intent

8. Lusha

Lusha provides contact data enrichment with browser extension tools for prospecting workflows, focusing on individual contact information including direct dials and verified email addresses. The platform includes intent signals through its buying intent topics feature.

The browser extension integrates with LinkedIn and other platforms to enrich contact records during prospecting. Lusha provides:

• CRM integration to sync contact data and intent signals

• Company-level data including employee count, revenue estimates, and industry classification

Key Features:

• Contact data enrichment with direct dials and emails

• Browser extension for LinkedIn and web prospecting

• Buying intent topics for account prioritization

• Company-level data and firmographic information

• CRM integration with Salesforce and HubSpot

• Credit-based pricing for flexible usage

• Data verification for contact accuracy

• Bulk enrichment capabilities

Learn More About Lusha

9. TrustRadius

TrustRadius tracks technology buyer research activity on its B2B software review platform. The platform identifies accounts researching specific vendors, comparing solutions, and reading detailed product reviews. TrustRadius focuses on in-depth review content and vendor comparisons rather than quick ratings.

The platform provides intent signals based on:

• Review consumption activity

• Vendor comparison patterns

• Category research across the buyer journey from awareness through selection

• Account identification showing which organizations are actively evaluating

Key Features:

• Review-based intent from B2B software research

• Account identification for review consumption

• Vendor comparison tracking showing alternatives considered

• Category-level research signals

• Marketing automation and CRM integration

• Real-time alerts for target account activity

• Buyer journey tracking from awareness to decision

• In-depth review content analysis

Learn More About TrustRadius

How to Choose a Buyer Intent Data Provider

Choose a buyer intent data provider based on data quality, coverage, and integration capabilities. The right platform depends on your team size, target market, and existing technology stack.

Data Accuracy and Freshness

Signal freshness determines whether you reach prospects during active evaluation or after they've made decisions. Look for real-time or near-real-time signal delivery. Stale data means missed opportunities and wasted outreach.

Key considerations include:

• Signal delivery latency: hours vs. days vs. weeks

• Data verification processes and accuracy rates

• IP-to-company matching accuracy and filtering methods

Coverage and Scale

Evaluate the breadth of topics tracked, number of companies monitored, and geographic coverage. Providers like ZoomInfo and Bombora track signals across thousands of B2B sites. Limited coverage means you miss accounts researching through channels the provider doesn't monitor.

Key considerations include:

• Number of intent topics tracked and topic customization options

• Publisher network size and quality

• Geographic coverage for international expansion

CRM Integration Capabilities

Ensure the provider connects with your existing CRM, marketing automation platform, and sales tools. Native integrations save time and improve adoption. API access enables custom workflows and data synchronization.

Key considerations include:

• Native integrations with Salesforce, HubSpot, and other platforms

• API documentation and developer support

• Workflow automation and trigger capabilities

Privacy Compliance

Confirm the provider follows GDPR, CCPA, and other relevant regulations. Consent-based data collection matters for enterprise buyers and international operations. Ask about data sourcing methods and compliance certifications.

Key considerations include:

• GDPR and CCPA compliance documentation

• Consent-based vs. cooperative data collection models

• Data processing agreements and security certifications

Types of B2B Intent Data

Intent data comes from three primary sources, each with distinct strengths and limitations:

Modern intent platforms use IP-to-company matching to identify which organizations are consuming content, then apply algorithms to detect research activity spikes. Privacy regulations and cookie deprecation are pushing providers toward consent-based data collection and contextual targeting methods.

First-Party Intent Data

First-party intent data captures actions taken directly on your website, including page views, content downloads, and form submissions. This data provides the highest quality signals because it reflects direct engagement with your brand.

You control the collection methods and own the data completely. The limitation is scale: you only see prospects who already know about you and visit your properties.

Second-Party Intent Data

Second-party intent data represents a direct exchange of first-party data between partner organizations through strategic alliances or integrations. This captures prospect behavior on partner properties such as complementary providers or industry associations.

The limitation is dependency: insights are constrained by partnership strength and audience overlap. Success requires formal agreements and ongoing relationship management.

Third-Party Intent Data

Third-party intent data aggregates activity from publisher networks, review sites, and B2B research platforms. Providers like Bombora track content consumption across 5,000+ B2B sites to identify accounts researching specific topics.

This approach delivers massive scale, revealing accounts that have never visited your website. The data cooperative model pools anonymous browsing behavior to detect research patterns and topic surges across entire industries.

How to Use Intent Data to Drive Revenue

Intent data transforms how revenue teams identify and engage prospects. The key is activation: turning signals into action across sales and marketing workflows. Platforms like ZoomInfo Copilot surface high-priority accounts and recommend next steps based on buying behavior, connecting intent signals directly to outreach.

Key applications across revenue teams:

1. Account prioritization: Focus prospecting efforts on accounts showing elevated research activity above baseline levels

2. Lead routing: Automatically assign high-intent leads to appropriate sales reps based on territory and expertise

3. Sequence triggers: Launch targeted outreach campaigns when accounts begin researching relevant topics

4. Talk track personalization: Reference specific topics prospects are researching during cold calls and emails

5. Audience segmentation: Create targeted campaigns for accounts showing intent around specific topics or solutions

6. Programmatic advertising: Target display and social ads to decision-makers at companies demonstrating buying signals

7. Email personalization: Customize messaging based on specific topics prospects are researching

8. Content syndication: Distribute relevant content to accounts actively consuming related information

9. Campaign triggers: Automatically launch nurture sequences when accounts cross intent thresholds

10. Deal intelligence: Monitor existing customers for competitive research signals that indicate churn risk

11. Account-based marketing orchestration: Coordinate multi-channel campaigns around high-intent target accounts

Frequently Asked Questions

What is the best buyer intent data tool?

ZoomInfo provides the most comprehensive buyer intent data solution, combining 12,000+ intent topics from 5,000 B2B sites with 500 million contact profiles and direct integrations to CRM and sales tools.

How accurate is buyer intent data?

Intent data accuracy depends on the provider's IP-to-company matching technology and filtering methods, with top providers removing VPN traffic and residential IPs to maintain account-level precision.

How much does buyer intent data cost?

Buyer intent data pricing varies widely by provider and is typically custom-quoted based on company size, feature access, and data volume. Enterprise platforms require contacting sales for pricing, with annual contracts scaling based on specific business needs.

Can small businesses use buyer intent data?

Yes, platforms like ZoomInfo and Lusha offer buyer intent data solutions for small and mid-market companies with flexible pricing and scaled feature sets.

How do you integrate intent data with your CRM?

Most intent data providers offer native connectors for Salesforce, HubSpot, and other major CRMs. API options enable custom integrations and workflow automation.

What's the difference between intent data and lead scoring?

Intent data captures external research behavior across the web, while lead scoring assigns values based on engagement with your brand. Intent data reveals anonymous accounts before they become leads.

Is buyer intent data GDPR compliant?

Compliance depends on the provider's collection methods, with consent-based and cooperative data models meeting GDPR requirements. Vet providers for compliance certifications and data processing agreements.

Choosing Your Buyer Intent Data Platform

Buyer intent data helps sales and marketing teams reach prospects when they're actively evaluating solutions. The right platform identifies in-market accounts, prioritizes outreach efforts, and personalizes engagement based on demonstrated buying signals.

Key decision factors:

• Data coverage and signal freshness for timely engagement

• CRM and workflow integrations that fit your tech stack

• Privacy compliance and data sourcing transparency

• Use case alignment for sales vs. marketing focus

ZoomInfo combines comprehensive intent data with 500 million contact profiles and native CRM integrations, enabling teams to identify in-market accounts and reach decision-makers immediately.

See ZoomInfo in action to learn how ZoomInfo can help you identify in-market accounts and accelerate pipeline growth.