15 Best Buyer Intent Data Providers [2024 Research!]

In modern outbound sales campaigns, teams use buyer intent data to predict the buying decisions of prospects.

However, this data is sold to everyone, so when a prospect shows intent to buy it can be like someone fired a starting pistol. As sales teams scramble to reach out to prospects, by the time you make contact it can already be too late.

Plus, most data providers don’t give you the resources to validate the existence of intent or provide insight into who at the company may be ready to buy—an essential detail when a company has thousands of employees and you need to know who to contact.

When choosing an intent data provider, you need a provider that provides fast, verifiable, accurate, and specific information. Further, the platform must offer the necessary tools and AI assistance for you to get an edge on the competition when it’s time to approach your prospects.

To help you make this decision, we compiled the list below based on our own knowledge of how buyer intent data works, reviews and discussions from sites like G2 and forums like Reddit, and how each provider collects their data.

Let’s dive in.

What exactly is intent data?

Intent data is derived from the online behaviors of a company’s employees, such as searching for a product or service, engaging with related content, and visiting product websites.

This data signals that the company is likely in the market for a new solution.

By analyzing these actions, a sales rep can strategically target the company with personalized outreach, increasing the chances of a response.

However, it’s important to choose a buyer intent data provider that is accurate and fast if you’re going to get the deal before your competitors do.

15 best buyer intent data providers for 2024

1. Plena

Plena is a sales automation tool that helps sales teams automate and scale their outreach to interested prospective buyers.

We consider ourselves the best because we have our own systems for gathering intent data.

This data is collected by crawling various online sources, such as LinkedIn, review sites, and company websites, to collect information about individuals' professional activities, job postings, work history, and social media interactions.

Our AI then analyzes this data in real-time, meaning it’s up-to-date by the minute, identifying patterns that indicate an individual's intent to engage with certain products or services. This makes Plena distinct from other intent data providers like 6Sense and Bombora, which often rely on less accurate, account-level data and may deliver delayed information.

Plena leverages this data to generate high-intent leads by directly targeting individuals with personalized outreach, offering proof of their interest rather than relying on broader, less accurate company-level data to personalize outreach messages.

Key features:

• Real-time buyer intent data: Plena crawls multiple online sources such as LinkedIn, review sites, and company websites to gather up-to-date information about companies and individuals.
• Automated outreach: Engagement, outreach, and follow-ups across platforms like email, social media, and by phone as you, your sales reps, or your sales development representatives (SDRs). This is all with email deliverability compliance considered.
• Integrations: Easily connect to tools like Zapier, Pipedrive, HubSpot, SalesForce, and more.

Pros:

• In-house, real-time buyer intent data: Plena’s data is collected in-house with our own systems—not by connecting with a third-party intent data vendor, which can cause further data delays.
• Fully automated, personalized outreach: You can save your sales team lots of prospecting time by automating all of your outreach across nine different channels. Plena uses your desktop as a robot, meaning it can scale with platform usage and email deliverability restrictions these platforms have in place.
• Works with your existing sales tech stack: Plena integrates with Zapier as well as directly with several other software tools, making it easy to add to your sales tech stack.

Cons:

• Slower human response times: Because outreach is happening in the background, leads may come in while your sales rep is in a conversation with someone else, meaning they’re slower to respond to individual leads. In sales, response times improve success rates, so this is important. You can resolve this issue by hiring more sales reps or slowing down your outreach to a manageable level.

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2. 6Sense

6Sense is a well-known intent data provider that focuses on account-based marketing (ABM). It helps businesses identify and target accounts that are most likely to convert by analyzing both behavioral and firmographic data.

Using a combination of AI and machine learning, 6Sense predicts where a company is in the buying journey, allowing sales teams to prioritize high-intent accounts and personalize their outreach accordingly.

Key features:

• Account-based marketing: 6Sense excels in ABM, enabling users to focus their efforts on accounts that are actively researching solutions in their industry.
• Predictive analytics: AI-driven insights help predict when and where an account is likely to engage.
• Multi-channel engagement data: 6Sense provides data across various channels, including search, social, and website visits.

Pros:

• Strong ABM focus: Ideal for businesses that prioritize account-based sales strategies.
• Comprehensive data sources: 6Sense aggregates data from a wide range of channels, providing a holistic view of an account's intent.
• Predictive capabilities: Advanced AI helps forecast the best times to engage with high-intent accounts.

Cons:

• Account-level focus: While effective for ABM, it may not be as precise at the individual level compared to other providers like Plena.
• Higher cost: 6Sense is a premium tool, which may not be suitable for smaller businesses or those with limited budgets.

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3. Bombora

Bombora is another leading intent data provider, known for its extensive B2B data coverage. It gathers data from a cooperative of over 4,000 publishers, which allows it to track content consumption across a vast network. Bombora's data helps businesses understand which topics are gaining traction within their target accounts, enabling them to time their outreach and marketing efforts more effectively.

Key features:

• Cooperative data network: Bombora collects intent data from a large network of publishers, offering broad visibility into B2B intent signals.
• Topic-specific insights: Provides detailed information on the topics that are trending within target accounts.
• Integrations: Seamlessly integrates with popular CRM and marketing automation platforms like HubSpot, Salesforce, and Marketo.

Pros:

• Extensive data coverage: Bombora’s cooperative approach ensures a wide range of intent data across different industries and sectors.
• Topic-level granularity: Ideal for businesses looking to target specific topics or areas of interest within their accounts.
• Easy integration: Works well with existing CRM and marketing tools, making it simple to incorporate into your tech stack.

Cons:

• Account-level data: Like 6Sense, Bombora focuses on account-level intent, which may not be as granular as individual-level data.
• Data freshness: While Bombora provides broad coverage, the data may not always be as real-time or current as some other providers.

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4. ZoomInfo

ZoomInfo is a powerhouse in the B2B data market, providing a comprehensive platform that includes buyer intent data alongside detailed contact and company information. ZoomInfo provides real-time B2B intent data signals and allows you to build automated workflows that integrate into your tech stack.

Unlike Plena, which crawls LinkedIn, review sites, and company websites in real time to create a direct and up-to-date profile of individual intent, ZoomInfo relies on broader firmographic data.

Key features:

• Extensive B2B database: Offers a vast database of contact and company information, combined with intent data.
• Real-time alerts: Provides real-time notifications when a target account shows buying intent.
• Integration: Seamlessly integrates with CRMs like Salesforce and marketing automation tools.

Pros:

• Comprehensive data: Combines intent data with in-depth company and contact details.
• Real-time insights: Quick access to intent signals allows for timely outreach.
• Wide industry coverage: Suitable for a range of industries with extensive B2B data.

Cons:

• Cost: ZoomInfo is on the higher end of the pricing spectrum, which might be a consideration for smaller businesses.
• Learning curve: The platform’s extensive features may require time to master.

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5. Seamless.ai

Seamless.ai focuses on providing sales teams with accurate and up-to-date contact information, enhanced by intent data. While not real-time, their platform uses AI to gather intent signals from various sources, helping sales reps identify potential buyers who are actively seeking solutions in their market. Seamless.ai offers a broad range of contact and company data to facilitate outreach.

Key features:

• AI-powered search: Uses AI to find and verify contact information, paired with intent data.
• Real-time updates: Continuously updates contact and intent data to ensure accuracy.
• CRM integration: Integrates with major CRMs for streamlined lead management.

Pros:

• Accurate contact information: High accuracy in contact details and intent signals.
• User-friendly: Easy-to-use interface with robust search capabilities.
• Affordable: More budget-friendly compared to some competitors.

Cons:

• Limited data sources: May not have as broad a data collection network as larger competitors.
• Feature set: Less comprehensive features compared to all-in-one platforms like Plena.

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6. Lead Forensics

Lead Forensics is designed to uncover which companies are visiting your website, even if they don’t fill out a form or make contact. This platform provides businesses with the intent data needed to reach out to these anonymous visitors, turning them into actionable leads.

Key features:

• Website visitor identification: Identifies and tracks companies visiting your website.
• Real-time alerts: Alerts you when key target accounts visit your site.
• Detailed analytics: Provides insights into visitor behavior and interest areas.

Pros:

• Lead generation: Turns anonymous website visitors into leads with intent data.
• Real-time data: Get instant notifications when potential buyers engage with your site.
• Detailed visitor insights: Offers deep insights into visitor behavior for better targeting.

Cons:

• Focus on website visitors: Primarily useful for companies with significant web traffic.
• Limited to account-level data: Focuses on companies rather than individual-level intent.

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7. Demandbase

Demandbase specializes in account-based marketing (ABM) and offers a robust intent data solution that helps businesses target their ideal customer profiles (ICPs) more effectively. The platform integrates intent data with other ABM tools to streamline targeting and engagement strategies.

Key features:

• ABM integration: Combines intent data with ABM strategies for targeted outreach.
• AI-driven insights: Uses AI to predict buying behavior and identify high-intent accounts.
• Personalization: Offers tools to personalize engagement based on account behavior.

Pros:

• Strong ABM focus: Ideal for companies with an ABM strategy.
• Comprehensive tools: Offers a wide range of tools for targeting and personalization.
• Predictive analytics: Advanced analytics help prioritize the most promising accounts.

Cons:

• Complexity: May be overwhelming for companies new to ABM or intent data.
• Cost: Pricing may be prohibitive for smaller businesses or those not fully committed to ABM.

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8. Lead Onion

Lead Onion is a relatively new player in the intent data market, focusing on providing detailed intent signals that help businesses target high-intent buyers. Their platform aggregates data from multiple sources, ensuring comprehensive coverage of intent signals.

Key features:

• Multi-source data aggregation: Collects intent data from a variety of sources.
• Advanced filtering: Allows users to filter intent data to focus on the most relevant signals.
• Lead scoring: Automatically scores leads based on intent signals and likelihood to convert.

Pros:

• Broad data coverage: Aggregates data from diverse sources for comprehensive intent signals.
• Customization: Users can fine-tune filters to focus on specific intent signals.
• Lead prioritization: Lead scoring helps prioritize outreach efforts.

Cons:

• New entrant: As a newer provider, Lead Onion may have fewer integrations and case studies compared to established competitors.
• Data refresh rate: May not offer real-time data updates, depending on the source.

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9. DemandScience

DemandScience offers a combination of intent data and lead generation services to help businesses identify and engage with high-intent prospects. Their platform provides insights into what potential buyers are researching, allowing for more targeted and timely outreach.

Key features:

• Intent data + lead generation: Combines intent data with lead generation for comprehensive solutions.
• Research insights: Provides insights into what topics and products potential buyers are researching.
• Campaign integration: Integrates with marketing campaigns to enhance targeting.

Pros:

• Dual solution: Offers both intent data and lead generation services.
• Targeted insights: Helps tailor marketing and sales efforts based on buyer research activity.
• Integration-friendly: Works well with existing marketing and CRM tools.

Cons:

• Service-dependent: Effectiveness can depend on the quality of their lead generation services.
• Data granularity: Intent data may be less detailed compared to specialized intent data providers.

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10. Foundry

Foundry is an ABM platform that integrates intent data to help businesses run targeted marketing campaigns. The platform offers a range of tools for personalizing outreach and engaging with high-intent accounts, making it a strong choice for ABM-focused organizations.

Key features:

• ABM platform: Integrates intent data into a broader ABM strategy.
• Personalized campaigns: Tools for customizing marketing campaigns based on intent data.
• Multi-channel engagement: Supports outreach across various channels, including email and social media.

Pros:

• Integrated ABM tools: Combines intent data with comprehensive ABM features.
• Personalization: Strong focus on personalized engagement based on intent signals.
• Versatile platform: Suitable for businesses of various sizes and industries.

Cons:

• ABM focus: Best suited for companies already invested in ABM strategies.
• Complex setup: May require significant setup and integration efforts.

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11. Leadfeeder

Leadfeeder is another tool that focuses on identifying companies visiting your website. By providing intent data on these visitors, it helps sales teams engage with potential buyers early in their journey.

Key features:

• Website visitor tracking: Identifies companies that visit your website and shows their behavior.
• CRM integration: Easily integrates with popular CRMs like HubSpot and Salesforce.
• Visitor insights: Offers detailed insights into visitor behavior and interests.

Pros:

• Lead identification: Transforms anonymous website visitors into actionable leads.
• Ease of use: Simple to set up and integrate with existing tools.
• Affordable: Cost-effective solution for businesses looking to leverage intent data from website visits.

Cons:

• Limited data scope: Primarily focuses on website visitors, which may not cover all potential leads.
• Requires traffic: Best suited for companies with moderate to high website traffic.

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12. IntentData.io

IntentData.io provides deep intent data insights by tracking online activities such as content consumption, search behavior, and social media interactions. This platform specializes in delivering intent data that is both timely and actionable, helping sales teams target the right prospects at the right time.

Key features:

• Behavioral tracking: Monitors a wide range of online behaviors to gather intent data.
• Real-time data: Provides up-to-date insights into buyer intent.
• Customizable alerts: Set up alerts for specific intent signals relevant to your business.

Pros:

• Detailed intent signals: In-depth tracking of online behaviors for precise intent data.
• Real-time insights: Timely data helps in prompt outreach to high-intent prospects.
• Custom alerts: Tailor alerts to specific intent signals and behaviors.

Cons:

• Complex setup: May require navigating a learning curve to fully utilize the platform’s capabilities.
• Pricing: Could be costly for small businesses or startups.

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13. Datarade

Datarade is a marketplace for data providers, including intent data. It allows businesses to browse, compare, and purchase intent data from various vendors, providing flexibility in choosing the right data for your needs.

Key features:

• Marketplace model: Access to multiple intent data providers on one platform.
• Data comparison: Compare different datasets to find the best fit for your business.
• Customizable solutions: Choose data that aligns with your specific targeting and outreach needs.

Pros:

• Flexibility: Offers a wide range of data providers and datasets.
• Comparison tools: Easy to compare different intent data offerings.
• Scalability: Suitable for businesses of all sizes with customizable data packages.

Cons:

• Varied data quality: Quality can vary depending on the provider chosen.
• Complexity: Navigating the marketplace and selecting the right data can be challenging for those new to the platform.

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14. G2 Buyer Intent

G2 Buyer Intent is a powerful tool that leverages the extensive data from G2's popular review platform to provide insights into buyer behavior.

It identifies companies that are actively researching products and services on G2, signaling strong buying intent. This data helps sales teams prioritize their outreach efforts and engage with prospects who are further along in the decision-making process.

Key features:

• Review-based insights: Uses data from G2's review platform to identify active buyers.
• Behavioral signals: Tracks activities like product page views, comparisons, and review engagement to gauge intent.
• Integration capabilities: Seamlessly integrates with CRMs and marketing tools to streamline sales processes.

Pros:

• High-quality data: Sourced from a trusted review platform, ensuring that intent signals are accurate and relevant.
• Actionable insights: Provides clear indicators of where prospects are in the buying journey.
• Market visibility: Great for understanding how prospects view your product compared to competitors.

Cons:

• Limited to G2 users: Data is only available for companies and users who interact with the G2 platform.
• Cost considerations: May be more expensive for smaller businesses or those with limited budgets.

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15. Lusha

Lusha offers a comprehensive sales intelligence platform that includes intent data as part of its suite of tools. Known for providing accurate contact information, Lusha also helps sales teams identify potential buyers who are showing intent signals, enabling more targeted and effective outreach.

Key features:

• Contact enrichment: Provides accurate and up-to-date contact details alongside intent data.
• Intent signals: Identifies prospects who are actively looking for solutions in your industry.
• CRM integration: Easily integrates with major CRMs, enhancing the sales workflow.

Pros:

• Accuracy: Known for providing precise contact information and intent data.
• Ease of use: User-friendly platform that is simple to integrate with existing tools.
• Affordable: Competitive pricing makes it accessible for businesses of all sizes.

Cons:

• Data scope: Primarily focused on contact enrichment, which may limit the depth of intent data.
• Feature set: While robust, it may not offer as many advanced features as some larger platforms.

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Summing up…

Leveraging buyer intent data is crucial for modern sales strategies, enabling you to identify and engage with potential customers at the right moment.

The right provider can make the difference between winning or losing a deal, so it's essential to choose one that offers accurate, timely, and comprehensive insights.

The list we've compiled above gives you a solid starting point, whether you're looking for a provider with a broad data collection approach or one that offers more niche, industry-specific insights.

By selecting the right buyer intent data provider, you can stay ahead of the competition, refine your outreach strategies, and ultimately drive more successful sales outcomes.