B2B Intent Data Providers

Updated September 2026 · Written and maintained by the Progression Agency strategy team

Most comparisons of B2B intent data providers rank vendors the author has not used against criteria the author has not defined. This one does something narrower and more useful: sixteen providers were checked on their own websites on 26 August 2026, and this page reports what each one publishes — what kind of data it sells, what it claims, and whether it states a price. Six of the sixteen publish a specific price. All six are website-visitor identification tools. Not one third-party intent data provider publishes one.

How this comparison was made, and what it does not claim

Answer first: every statement about a provider on this page was read from that provider’s own website on 26 August 2026. Nothing here is a test, a benchmark, a ranking or a measurement of performance, because performance in this category depends on your market, your list and your sales motion, none of which an outside party can see.

1. Sample. Sixteen providers spanning all four data types, chosen because they appear repeatedly in this category’s search results and buyer shortlists.
2. Source. Each provider’s own product or pricing page, fetched directly. Where a page returned an access block, that is stated rather than substituted with a third-party summary.
3. What was recorded. The type of data sold, the claims the provider makes about its own coverage, and whether a specific price is published.
4. What was not recorded. Data accuracy, match rate in practice, support quality, or any outcome. Those require an engagement to assess and this page does not pretend to have one.
5. Relationships. Progression Agency has no affiliate arrangement, referral fee or commercial relationship with any provider named on this page.
6. Ordering. Providers appear grouped by data type and alphabetically within each group, not ranked. A rank would imply a comparison that was not performed.

What B2B intent data actually is

Answer first: intent data is any signal suggesting that an organization is researching a problem you solve, before that organization contacts you. It is a prioritization input, not a lead.

The distinction that saves the most money

Research is not purchase intent. A company reading about warehouse automation may be building a business case, benchmarking a renewal, writing a student paper or idly curious. Treating a topic surge as a buying signal — and messaging it as though the account has raised a hand — is the single most common reason intent data programs fail.

What it is genuinely good for

• Ordering a list you already have. Which of your two thousand target accounts to call this week rather than next quarter.
• Suppressing waste. Turning off advertising against accounts showing no activity at all.
• Timing. Reaching a renewal window before an incumbent’s contract auto-renews.
• Expanding a target list. Finding organizations with the problem that were not on your list because they do not match your firmographic filter.
• Warming outbound. A first message that references a real, current problem outperforms one that references a headcount number.

What it is not good for

• Replacing a target account list. Intent data ranks a list; it does not build a market.
• Small total addressable markets. If your market is four hundred accounts, call them.
• Very long or very short sales cycles. Too long and the signal decays; too short and you would have found them anyway.
• Proving marketing worked. Attribution from an intent platform is the platform marking its own homework.

Why buyers search for “intent providers” and “intent provider”

Those two phrasings — intent providers, and the singular intent provider — are how most people arrive at this question, and they are ambiguous in a way that matters. Somebody typing “intent provider” might be looking for a third-party data supplier such as a co-op, a website-visitor identification tool, or the intent module inside a platform they already own. All three get described as an intent provider by the companies selling them. The four-way split below is the fastest way to work out which one you actually mean before you take a single sales call.

The four kinds of intent data, and why the category is confusing

Answer first: the sixteen providers below sell four genuinely different things. Comparing them against each other on price is meaningless until you know which of the four you are buying.

Read that table before reading any vendor page. Almost every disappointed intent data buyer bought one type while expecting the strengths of another — most often buying co-op topic data and expecting the certainty of first-party visitor identification.

The pricing finding, stated plainly

Answer first: of the sixteen providers checked on 26 August 2026, six publish a specific price and ten do not. Every one of the six that does is a website-visitor identification tool. No third-party intent data provider in the sample publishes a price anywhere on its site.

This is not an accusation. Enterprise data genuinely is priced per deal, against volume, seats and activation channels. But it has a practical consequence a buyer should plan for: you cannot build a cost comparison across this category without entering a sales process with each vendor, which takes weeks. Budget the time, and start the conversations in parallel rather than in sequence.

Third-party and co-op intent data providers

Answer first: these providers see research happening across the wider B2B web, not on your site. That is their entire value and their entire limitation.

Bombora

Bombora sells third-party intent derived from a data co-operative of B2B publishers. Its own site describes it as “a data company, not a platform”, states that it tracks more than 21,600 intent topics, and says 86 per cent of the data in its co-op is shared exclusively with Bombora for the purposes of deriving intent. It publishes no price. Its data is also resold inside many other platforms, which is worth knowing before you buy the same signal twice.

Intentsify

Intentsify positions itself as a B2B intent data and activation platform, with an identity graph, buying-group intent, website visitor resolution and activation channels including advertising, lead generation and email. Its current site messaging leads on being “agent-ready” — intent as an input to automated go-to-market motions. No price is published.

TechTarget Priority Engine

TechTarget’s intent product draws on activity across its own network of technology publications, which makes it narrow by design and strong within that scope: if you sell enterprise technology, the audience is genuinely in-market. If you do not, the network does not cover your buyers. No price is published, and the product page moved during the period this page was researched, so check the current location on TechTarget’s own site.

What to ask any co-op provider

1. Where does the data originate, specifically? A publisher co-op and a bidstream feed are not the same thing and should not be priced the same.
2. How is the baseline calculated? Surge is measured against an account’s own normal activity, so ask what period defines normal.
3. How often does it refresh? Weekly data is common and ages badly against a fast sales motion.
4. Is this data also resold inside platforms I already own? Frequently it is.
5. What is the minimum contract, and what happens to the historical data when I leave?

ABM platforms that include intent

Answer first: these are not intent data providers that grew a platform; they are platforms that absorbed intent as one scoring input among several. Buy them for the platform, not for the signal.

6sense

6sense sells an account-based platform with intent as a component, positioning itself around predicting which accounts are in-market and orchestrating advertising and sales action against them. Its site returned an access block to direct fetching on the date of this research, so the description here is limited to its public positioning and no claim figure is reproduced. No price is published.

Demandbase

Demandbase sells an ABM platform covering account identification, advertising, sales insight and measurement, with intent data as one of the signal types feeding account prioritization. Its site carries a pricing section but no specific figure on the page checked.

Whether a platform is the right purchase at all

A platform is worth it when several teams will act on the same account view — marketing running advertising, sales working accounts, and operations reporting on both. It is a poor purchase when one person wants a list of companies that visited the website, which is a far cheaper problem.

Sales intelligence databases that sell intent alongside contacts

Answer first: these are contact databases first. Intent is an add-on, and its quality varies more than the contact data does.

Apollo.io

Apollo sells a sales intelligence and engagement platform with a large contact database, and publishes pricing publicly including a credit-based model — its terms reference a $0.025 per-credit figure in the context of unlimited-plan limits. Intent is one of several signal types rather than the core product.

Cognism

Cognism sells B2B contact and company data with a strong European focus and markets a signal-data product for identifying ready-to-buy prospects. Its site has a pricing page but publishes no figure on it. Its compliance positioning is more prominent than most, which matters if your buyers are in the EU or UK.

ZoomInfo

ZoomInfo sells a large contact and company database with an intent product attached. Its site returned an access block to direct fetching on the date of this research; a free trial is referenced in its public pages. No price is published.

Review-site intent

Answer first: this is the most specific intent signal available and the narrowest. It tells you someone compared you against a named competitor, in your category, this week.

G2 Buyer Intent

G2 sells buyer intent based on activity within its own review and comparison categories. The signal is late-funnel by nature: someone reading a comparison grid is further along than someone reading a blog post about the problem. Its pricing page returned an access block on the date of this research and no figure is reproduced here. The obvious limitation is scope — it sees only what happens on G2, so if your category is thinly covered there, the signal is thin too.

How to use review-site intent well

• Treat a competitor-comparison view as a sales trigger, not a marketing one. It is too late for a nurture sequence.
• Make sure your own profile is complete and current before you buy the signal. Buying traffic data for a page that undersells you is an expensive way to lose deals.
• Check category coverage first. Ask how many organizations viewed your specific category last quarter.

Website visitor identification: the first-party category

Answer first: this is where most companies should start. It is the cheapest signal, the most certain, and it is the only part of this category where pricing is published openly.

Common Room

Common Room aggregates signals across community, social and product surfaces alongside website activity. Its pricing page publishes an Essential plan at $2,500 a month billed annually, including five seats, up to 100,000 contacts, 5,000 research credits and 2,500 prospector credits. That makes it one of the few products in this category you can budget for without a sales call.

Dealfront (Leadfeeder)

Dealfront, which operates Leadfeeder, identifies companies visiting your website and publishes a full price list in euros. The tiers read: Lite at €0 and described as free forever; Discover from €79 a month billed annually, or €113 monthly; Activate from €369 a month billed annually, or €527 monthly; and Scale at €599 a month, billed annually only. Every paid tier carries a fourteen-day free trial and all tiers list unlimited users. Its European data-protection positioning is more prominent than most of this group, which matters if your visitors are in the EU.

Factors.ai

Factors publishes both a self-serve and an annual price list: a Lite tier free to try then $199 a month, a Basic tier at $6,000 a year, a Growth tier at $20,000 a year and an Enterprise tier from $30,000 a year. It positions around account identification plus analytics, which makes it a reasonable middle option between a pure visitor-ID tool and a full platform.

Koala

Koala sells website visitor identification and account scoring for sales teams. Its pricing page advertises a free plan but publishes no figure for its paid tiers on the page checked.

Lead Forensics

Lead Forensics is one of the longest-established products in this category, identifying B2B website visitors and routing them to sales with alerting and CRM integrations. It has a pricing page but publishes no figure on it.

RB2B

RB2B publishes the most granular price list of the sixteen. Its own pricing page lists a free tier at $0 a month with company-level identification only and 150 monthly resolutions; a Starter tier at $79 a month with 300 monthly resolutions; and higher tiers from $149 and $199 a month. It states overage rates of 45 cents and 25 cents per resolution depending on tier, additional domains at $99 a month for up to five, and — importantly — that contact-level site identification is United States only. It publishes its own coverage as 15 to 20 per cent on lower tiers and 35 per cent higher up, which is a more honest number than most of this category prints anywhere.

Warmly

Warmly publishes annual and quarterly pricing across three tiers: AI Web-Deanonymization from $10,000 a year or $4,875 a quarter; Inbound Chat from $20,000 a year or $6,500 a quarter; and AI Inbound Autopilot from $30,000 a year or $9,750 a quarter. All tiers are listed from 10,000 credits a month, and its page advertises a 30 per cent saving for annual billing.

Person-level versus company-level identification

Answer first: company-level tells you an organization visited. Person-level attempts to tell you which individual. The second is far more useful, considerably more expensive, geographically limited, and carries obligations the first does not.

The conclusion to draw: if your buyers are outside the United States, ask about person-level coverage in your specific markets before you assume it exists. RB2B, for example, states plainly on its own pricing page that contact-level identification is United States only.

Match rates, and the question that exposes a weak one

Answer first: a match rate is meaningless without its denominator. Ask “of what?” and “measured how?” before accepting any percentage.

• Of all traffic, or of business traffic? Excluding consumer ISPs, bots and known crawlers first makes any rate look far better.
• Of unique visitors, or of sessions? Sessions inflate the number.
• Matched, or matched and usable? A match to a holding company you cannot sell to is not a match for your purposes.
• Measured over what period? A rate from a single strong month is not a rate.
• In which countries? A global average hides a poor rate in the market you sell into.

Privacy: the part of this decision that is not a marketing decision

Answer first: person-level identification of website visitors is a data protection question before it is a marketing question, and it is governed differently depending on where your visitors are. This page is not legal advice and cannot be; get your own counsel before deploying person-level resolution.

• Ask what the lawful basis is for identifying an individual who has not identified themselves, in each market you operate in.
• Get a data processing agreement in place before the pilot, not before the renewal.
• Check what your privacy policy says today. Many do not disclose visitor identification at all, which is a problem the day someone asks.
• Consider the commercial risk separately. Some buyers react badly to being contacted about a page they read anonymously, whatever the legal position.
• Document the decision. Both regulators and enterprise procurement teams ask about this later, and “the vendor said it was fine” is not a record.

What intent data actually costs, all in

Answer first: the license is rarely the largest cost. Integration, the person working the signal, and the advertising or outreach it triggers usually exceed it in the first year.

The conclusion: a $79 a month tool with nobody assigned to it costs more than a $30,000 platform with a named owner, because the first produces nothing at all.

A sixty-day pilot that produces a real answer

Answer first: pick one use case, instrument it into the CRM, give one named person the accounts, hold a control group, and decide on day sixty against a number you wrote down on day one.

The control group people skip, and should not

Hold back a comparable set of accounts that the flagged-account motion does not touch. Without it you cannot separate the effect of the data from the effect of a rep suddenly paying attention, and that distinction is the whole question.

Getting the signal into the CRM without a project

1. One field. Resist a scoring model in month one; a date-stamped flag is enough to run the pilot.
2. One alert channel. A shared channel the assigned rep actually reads, not an email nobody opens.
3. One view. A saved list of flagged accounts, ordered by recency.
4. One owner. Named, with the accounts assigned to them and removed from everyone else’s queue.
5. One weekly review. Fifteen minutes, looking at what happened to the flagged accounts.

Using intent data with paid media

Answer first: the highest-return use of intent data in advertising is usually suppression, not targeting — turning spend off against accounts showing nothing, rather than turning it up against accounts showing something.

• Audience sizes collapse fast when you filter to in-market accounts. Check the size before building the campaign, not after.
• Frequency matters more than reach on a small in-market list. Plan for it.
• Creative for a flagged account should reference the problem, not the product category.
• Measure against pipeline from the flagged list, not against platform-reported conversions.

More on structuring the media side in our guide to digital advertising and, for the B2B specifics, B2B SaaS marketing.

Intent data for agencies buying on behalf of clients

Answer first: check the contract terms on multi-client use before you build a service around any of these tools. Several are licensed per domain, and the additional-domain pricing is where an agency program becomes uneconomic.

• RB2B publishes additional domains at $99 a month for up to five, which is unusually clear for this category.
• Dealfront markets an agency solution explicitly, which at least means the use case is contemplated in the commercial terms.
• Ask who owns the data at the end of a client relationship — the agency, the client, or neither.
• Price the labor, not the license. The client is buying a motion, and the tool is the cheapest part.

Which provider category fits which situation

All sixteen providers, side by side

Answer first: this table is the whole comparison in one place. It records only what each provider publishes about itself, read on 26 August 2026. Blank pricing means the provider publishes no figure, not that the product is expensive or cheap.

The conclusion the table supports: pricing transparency in this category tracks product type almost perfectly. Self-serve visitor-identification tools publish; enterprise data and platforms do not.

Glossary: the terms vendors use to mean different things

Answer first: several words in this category mean materially different things depending on who is using them. Establishing definitions on the first call prevents a bad purchase.

Getting the data in: integration options compared

Answer first: the integration you choose decides whether anyone acts on the signal. A dashboard is the weakest option and the most commonly chosen.

The conclusion: choose the Slack alert plus a CRM field for the pilot. It is cheap, it takes days rather than weeks, and it is enough to answer the question you are actually asking.

Intent data versus the alternatives for the same budget

Answer first: intent data competes for budget with things that create demand rather than prioritize it. If you cannot see enough demand to prioritize, buy the other thing.

Signals you already own and are probably not using

Answer first: before buying any signal, check the ones you already have. Most companies have three or four unused and free.

The conclusion: run this list before spending anything. If several of these are unconnected, the cheapest improvement available to you is plumbing, not data.

What this page deliberately does not tell you

• Which provider is most accurate. That requires running them side by side on the same traffic, which we have not done and would need to disclose in full if we had.
• What you will actually pay. Ten of the sixteen publish nothing, and the six that do publish entry tiers that negotiate.
• Whether it will work for you. That depends on your market size, sales motion and whether one person is genuinely assigned to it.
• Which provider we prefer. We have no affiliate relationship with any of them and no basis for a preference we could defend.

What to ask on every vendor call

1. Which of the four data types am I buying, and which am I not?
2. Where does the underlying data originate?
3. What is the match rate, of what denominator, measured over what period, in which countries?
4. Is person-level identification included, and in which markets?
5. How often does the data refresh?
6. Does this data also appear inside tools I already pay for?
7. What does implementation involve, and who does it?
8. What is the minimum term, and what is the notice period?
9. What happens to the historical data when I leave?
10. Can I run a paid sixty-day pilot with a defined success measure before an annual commitment?

The mistakes that waste the most money in this category

How this fits a wider B2B program

Answer first: intent data improves the efficiency of demand you already generate. It does not generate demand. If your pipeline problem is that too few people know you exist, this category is the wrong purchase and content, search and paid media are the right ones.

Related reading: B2B SaaS marketing, B2B social media, performance marketing and how agency pricing works.

What we would do first, if this were our budget

1. Install a self-serve website visitor identification tool on a free or entry tier and look at the data for thirty days before spending anything else.
2. Work out whether the accounts appearing are already in your CRM. Usually most of them are, which changes the whole argument.
3. Assign one rep and run the sixty-day pilot with a control group.
4. Only then, if the constraint is genuinely that you cannot see demand from accounts that have never visited you, open conversations with the co-op providers.
5. Budget the person before the license.

Background reading in video, from the people who publish the platforms

Publicly available talks from Google Ads, Think with Google, Ad Age, HubSpot, Ahrefs and Neil Patel on measurement, attribution and budget — the disciplines that decide whether an intent program can be evaluated at all. None of these are ours; each is credited to its channel by name and upload date, every identifier was verified live before publication, and each tile loads its player only on click.

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Frequently asked questions