Top B2B Intent Data Providers: How to Leverage Buyer Intent for Sales & Marketing

Why Intent Data is Changing B2B Sales & Marketing

Imagine you’re a sales rep, reaching out to a list of potential buyers. You send emails, make cold calls, and hope that someone—anyone—might be interested. But what if you knew exactly who was actively researching solutions like yours? What if you could see which companies were comparing competitors, searching for your product category, or reading industry reports about the problem you solve?

That’s the power of B2B intent data. Instead of guessing who might be ready to buy, intent data helps sales and marketing teams identify prospects who are already in the market for a solution—so they can engage at the right time, with the right message.

But what exactly is intent data, how does it work, and which B2B intent data providers can give you the competitive edge? Let’s dive in.

What Is Intent Data?

Intent data is a collection of behavioral signals that indicate a company or individual is actively researching a product, service, or industry. Instead of relying on outdated lead lists, intent data tells you who is actually showing buying intent—so you can focus on high-priority accounts.

There are three main types of intent data:

• First-party intent data – This comes from your own website and digital assets. It includes things like page visits, form submissions, content downloads, and email engagement.

• Second-party intent data – This is intent data you get from a trusted partner. It’s essentially someone else’s first-party data that they share with you.

• Third-party intent data – This is where things get interesting. Third-party intent data is collected from across the web—blogs, news sites, comparison platforms, and other digital sources. This is how you can see which companies are searching for solutions like yours before they even visit your site.

Intent data isn’t just a list of keywords or website visits—it’s a window into your buyer’s journey, allowing you to engage leads before they even raise their hand.

How Businesses Use Intent Data

Let’s say you’re in charge of marketing at a B2B SaaS company. You know your sales team is tired of chasing cold leads, and you need a better way to prioritize high-intent prospects. This is where intent data comes in.

1. Lead Prioritization & Sales Outreach

Instead of guessing who might be a good fit, intent data helps sales teams focus on leads already in research mode. If a company is searching for keywords related to your product category or visiting competitor websites, that’s a strong indicator they’re in-market.

2. Account-Based Marketing (ABM)

ABM is all about targeting high-value accounts with personalized campaigns. But personalization is impossible if you don’t know what your prospects actually care about. Intent data tells you which accounts are engaging with relevant topics, so you can tailor messaging that resonates.

3. Competitive Intelligence

Wouldn’t it be nice to know when a prospect is comparing you to a competitor? Intent data can show when companies are researching competing solutions, allowing you to position yourself ahead of the competition.

4. Smarter Content & Ad Targeting

Marketing teams can use intent data to refine content strategies and ensure ads are reaching the right audience. If you know what topics your prospects are engaging with, you can create content that speaks directly to their needs.

5. Retargeting & Demand Generation

Let’s say a prospect visits an industry review site and searches for solutions in your category. With intent data, you can retarget them with highly relevant ads, keeping your brand top-of-mind.

Simply put, B2B intent data takes the guesswork out of sales and marketing. But where do you get it?

The Best B2B Intent Data Providers in 2024

There are many intent data vendors out there, but not all are created equal. Below is a list of top intent data providers that can help you uncover buying signals and prioritize high-intent leads.

1. Signum.AI

If you’re looking for an AI-powered approach to real-time client intelligence, Signum.AI is a top choice. Unlike traditional intent data providers that rely solely on keyword tracking, Signum.AI analyzes a wide range of digital signals—including job postings, industry discussions, competitor mentions, and social media activity.

With AI-driven analytics, Signum.AI helps businesses detect buying intent, track client behavior shifts, and identify key trends before competitors do.

2. Bombora

Bombora is one of the most well-known third-party intent data providers, aggregating intent signals from a vast network of B2B publishers. It’s a great choice for companies looking to integrate intent data into ABM and sales intelligence platforms.

3. ZoomInfo

ZoomInfo combines intent data with contact-level intelligence, making it a powerful tool for sales prospecting and outreach. If you need both firmographic data and buying intent insights, ZoomInfo is a solid pick.

4. G2 Buyer Intent

G2 is a software review platform, and its buyer intent signals are incredibly valuable for SaaS companies. If a company is comparing solutions on G2, there’s a strong chance they’re close to making a decision.

5. Demandbase

Demandbase specializes in AI-driven ABM, providing B2B intent marketing insights that help companies target high-intent accounts with personalized advertising and content.

6. 6sense

6sense uses predictive analytics to forecast which companies are likely to buy soon. If you’re looking for a data-driven approach to account prioritization, 6sense is worth exploring.

7. TrustRadius Intent Data

Similar to G2, TrustRadius provides buyer intent insights based on software research and comparisons.

8. LeadSift

LeadSift is focused on social intent signals, helping companies detect buying intent based on discussions happening across platforms like LinkedIn and Twitter.

9. RollWorks

RollWorks offers B2B intent marketing solutions, helping businesses track high-intent accounts and execute ABM campaigns effectively.

10. Clearbit

Clearbit enriches first-party data with real-time firmographic insights, making it easier to qualify leads based on company size, industry, and intent signals.

How to Choose the Right Intent Data Provider

With so many B2B intent data companies on the market, how do you pick the right one? Here are a few key considerations:

• What data sources do they use? Some providers rely on keyword tracking, while others (like Signum.AI) analyze a broader range of buying signals and client behavior trends.

• How frequently is the data updated? Real-time intent data is far more valuable than weekly or monthly reports.

• Can it integrate with your existing tech stack? Make sure the provider can seamlessly integrate with your CRM, marketing automation, or sales tools.

If you’re looking for real-time AI-powered intent data, Signum.AI is a great option to start with. Its advanced analytics and automated insights can help your team stay ahead of demand shifts and engage prospects before competitors do.

Regardless of which provider you choose, one thing is clear—B2B intent data is no longer optional. If you want to compete in today’s fast-moving market, you need to know who’s ready to buy before they even contact you.