Best intent data providers for B2B in 2026

Intent data tells you which companies are researching your category before they fill in a form. For most B2B teams the right start is first-party intent from your own website, then one third-party source such as Bombora or G2 Buyer Intent, and only later an enterprise platform like 6sense or Demandbase. Pricing runs from a few hundred dollars a month for website visitor identification to six figures a year for enterprise ABM suites.

TL;DR

• Three kinds of intent: first-party (your site), second-party (review sites like G2) and third-party (a publisher network like Bombora).

• Website visitor tools run roughly $100 to $2,000 a month. Bombora and G2 run roughly $10,000 to $50,000 a year. 6sense and Demandbase start around $60,000.

• Buy the signal only if you have a way to act on it within days.

• In Europe, check how each vendor identifies people and companies before you switch it on.

Intent data providers by annual cost

Ranges come from vendor-published and third-party pricing guides checked September 2026. Most vendors quote per deal, so use them for budgeting only.

The three types of intent data

• First-party: behaviour on your own website, product and emails. The strongest signal and often the cheapest. Visitor identification tools turn anonymous visits into company names.

• Second-party: another platform's first-party data shared with you, most commonly review sites. G2 Buyer Intent shows companies comparing your category on G2.

• Third-party: content consumption across a network of publishers. Bombora is the best-known example.

The best intent data providers

1. Bombora

The largest third-party topic intent network, often layered into CRM, ABM and data tools. Standalone pricing is reported at roughly $12,000 to $40,000 a year (Autobound).

• Best for: teams that want broad "who is researching this topic" signals across many companies.

• Watch out for: you still need a way to act on it, such as outbound or ads.

2. G2 Buyer Intent

Signals from companies researching your category, competitors or comparison pages on G2. Pricing guides put it at roughly $10,000 to $50,000 a year depending on scope.

• Best for: software companies whose buyers research on G2.

• Watch out for: coverage outside software is limited.

3. 6sense

An enterprise platform combining intent, predictive scoring and orchestration. Forrester named it a Leader in its Q1 2025 intent data evaluation, alongside Intentsify, Bombora, Informa TechTarget and Demandbase (Autobound, citing Forrester). Entry contracts are typically in the tens of thousands a year and rise with modules.

• Best for: enterprise ABM teams with the people to run it.

4. Demandbase

Another enterprise ABM suite with intent, advertising and account scoring, priced in the same enterprise range as 6sense.

• Best for: large marketing teams running account-based advertising.

5. Informa TechTarget (Priority Engine)

Intent from TechTarget's network of technology publications, with contact-level prospects.

• Best for: vendors selling to IT and technology buyers.

6. ZoomInfo intent

Intent as an add-on to ZoomInfo's contact data, reported at about $9,000 to $20,000 a year on top of the platform (GROU ZoomInfo vs Cognism).

• Best for: teams already on ZoomInfo that want signals in the same tool.

7. Website visitor identification (RB2B, Leadfeeder, Warmly)

First-party intent from your own site. Pricing guides put this category at roughly $100 to $2,000 a month. RB2B focuses on person-level identification in the US, and Leadfeeder (Dealfront) on company-level identification with European data.

• Best for: every B2B team, as the first layer.

How to choose

1. Start with your own site. First-party signals are the cheapest and the strongest.

2. Add one outside source. Bombora for broad topics, G2 if your buyers research there.

3. Only then consider a platform. 6sense or Demandbase make sense when you have the team and budget to run ABM.

4. Plan the action before the signal. Decide who follows up, how fast, and with what message.

Turning intent into pipeline

Intent without action is an expensive dashboard. A simple playbook:

1. Score accounts weekly on intent strength and fit.

2. Route the top 20 to SDRs with the topics they researched.

3. Reach two or three roles per account with a relevant, short message.

4. Retarget the same accounts with ads while outreach runs.

Our outbound team builds signal-led sequences like this. For the enrichment side, see Clay review and ABM tiers explained.

FAQ

What is intent data?

Signals that a company is researching a topic or product category, based on behaviour on your site, review platforms or a network of publishers.

How much does intent data cost?

Website visitor tools run about $100 to $2,000 a month. Bombora and G2 Buyer Intent run roughly $10,000 to $50,000 a year. Enterprise platforms like 6sense and Demandbase usually start around $60,000 a year.

Is Bombora better than G2 Buyer Intent?

They measure different things. Bombora covers broad topic research across publishers. G2 covers software comparison activity on G2. Many teams use both.

Is intent data GDPR compliant?

It depends on the vendor and how data is collected. Company-level signals are lower risk than person-level identification. Check each vendor's approach for EU visitors.

Do small teams need intent data?

Start with first-party intent from your own website. Add third-party intent only when you have the capacity to act on it quickly.

About this listicle

We are GROU, a B2B pipeline agency that runs lead generation, outbound, and LinkedIn content for clients across manufacturing, fintech, iGaming, software, and professional services. Price ranges come from the pricing guides linked inline, checked September 2026.

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