17 Best Buyer Intent Data Providers for B2B in 2025

Sona is a B2B revenue attribution and intent signal platform that captures first-party behavioral signals via cookieless tracking, identifies anonymous website visitors at the account level, and connects intent activity to downstream pipeline outcomes. The intent data provider market spans platforms from standalone third-party data feeds to full-funnel systems that combine signal capture, identity resolution, account scoring, and revenue attribution. Buyer intent data providers solve this by surfacing behavioral evidence that indicates which accounts are actively researching a purchase, allowing teams to focus outreach and budget on the highest-probability opportunities. We’re hoping our rundown of the intent data providers to look out for in 2025 makes things less murky – and shows you why it’s a smart move to take note of your leads’ purchasing intent.

6Sense doesn’t see dead people, but it does use AI as a sixth sense in its capacity as both an ABM tool and intent data provider. Whether it’s first, second, or third-party, intent data helps transform content performance and sales strategies. Intent data provider companies are businesses that collect third party data and sell it to you. Second-party data is most useful further down the buying journey, at the decision stage or bottom-of-the-sales funnel. An intent data provider is a tool to help you understand your leads’ behavior better. For marketing teams, it transforms account-based marketing from broad targeting to precision engagement with in-market buyers.

Marketers access intent data through ZoomInfo MarketingOS, where they can build highly targeted campaigns, personalize messaging, and focus budget on accounts showing the strongest buying signals. Sales reps use intent data in SalesOS to focus on accounts already researching their solution. Exclusive to ZoomInfo, Guided Intent helps you focus on the topics that matter most.

• The AI chatbot also captures real-time intent by engaging visitors while they're actively browsing.
• It enables sales and marketing teams to focus on accounts that are actively researching solutions by leveraging AI-driven account intelligence and real-time behavioral data.
• UpLead is a hybrid intent and prospecting platform built for lean outbound and mid-market teams that need active-account filtering and verified contact data in one workflow.
• Using Foundry ABM’s intent data, businesses can align sales and marketing efforts, drive account engagement, and accelerate revenue growth through strategic ABM initiatives.
• The revenue opportunity is waiting—you just need to know where to look.

Intent data improves targeting in B2B marketing by revealing which companies are actively researching products or services related to your offerings. The difference between a B2B data provider and an intent data provider is that a B2B data provider gives information about businesses, including demographic, firmographic, and technographic data. It helps businesses identify and prioritize high-quality leads, and also allows them to focus on prospects most likely to convert, improve lead generation efficiency, and increase the chances of closing new business deals. Third-party intent data is collected from external sources outside a company’s direct control.

How to Use Buyer Intent Data in B2B Sales and Marketing Efforts?

However, ZoomInfo’s cost tends to be more expensive than the other B2B intent data providers included on this list. Many B2B intent data providers include intent data within comprehensive software packages, requiring a single payment for multiple features. Numerous B2B intent data providers exist, each with their unique pricing models. We have analyzed the top providers on the market in 2026, comparing their data b2b purchase intent data sources, accuracy, and actionability to help you choose the right partner for your revenue team. Bombora is a buyer intent tool specializing in large-scale data collection, tracking buyer research activity across thousands of B2B websites. Let’s look closer at buyer intent data and how to incorporate it in B2B sales and marketing strategies.

ZoomInfo's edge is a 500M+ contact database that is more than twice the size of DemandScience's 247M IONIC Identity Graph, Forrester Wave Q Leader recognition for intent data while DemandScience carries no equivalent analyst-validated intent leadership, and a self-serve platform spanning ZoomInfo Sales, ZoomInfo Marketing, and APIs and MCP that lets teams activate data and build AI-agent workflows without a services engagement. Foundry's primary audience is B2B technology marketers targeting IT decision-makers, and its closed-loop approach means intent signals originate from opted-in readers across its own editorial properties plus the public web. The Automate tier adds direct CRM integration with Salesforce, HubSpot, and Microsoft Dynamics, plus "The Orchestrator" sequencing engine for routing identified visitors into existing workflows in real time. The platform includes technographic data showing technology stack information for target accounts. The platform combines contact database capabilities with intent data signals powered by Bombora's Company Surge technology. Pipeline measurement tools track how intent drives revenue impact across the customer journey.

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You can then engage prospects with the right message at the right time, often before competitors even know the account is in-market. B2B sales and marketing teams use intent data to identify companies actively researching solutions, which improves outreach timing and efficiency. Meanwhile, your competitors are already in conversations with the prospects actively researching solutions right now. Learn how to clean CRM data and maintain data integrity at scale. Especially when coupled with accurate contact information.

Types of buyer intent data

Use buyer intent data to segment your audience based on their interests, behaviors, and stages in the buying journey. Driving marketing with buyer intent data involves leveraging customer behavior and preferences insights to create targeted, effective campaigns. Integrate buyer intent data into your lead scoring system to prioritize leads based on their conversion likelihood. Use analytics to refine your strategies, improve targeting, and make informed decisions that enhance sales outcomes. Continuously track the performance of your campaigns based on buyer intent data.

“B2B marketing isn’t about selling — it’s about connecting through stories that matter,” she says. Surveyed marketers share that they’re focused on those popular Gen Z channels for B2B content. But, saying nothing is also a choice — and it’s one that younger generations simply won’t stand for. Andi Robinson, content strategist at Hijinx Marketing, shares more on why it’s worth showcasing brand values. The decline in Gen X-focused marketing is particularly interesting.