Top 3 B2B Buyer Intent Data Providers for 2023!

What are the best Buyer Intent Providers for 2023?

B2B Buyer Intent Overview, Top Providers and Buyer Intent Pricing

B2B Intent Data Overview

B2B Intent Data is one of the rising trends in sales. It’s clear that successful organizations are utilizing buyer intent because they are able to get the timing right during the decision making process. 

Understanding the buyers journey and their behavior, in particular; where and when prospects are conducting their research on adding solutions/services/products is a key component to adding new business opportunities and beating out your competitors.  If you know this information, you can be more informed about how they consume data, their buying cycle and the competitors they are looking at.  When you have this information, you can better formulate a strategy to get in front of the buyer with a communication message that is relevant, and timed perfectly within their decision making process.

B2B Buyer Intent Data Overview

So What is Intent Data?

Intent data is behavioral information about a person/company’s actions online.  These actions may include consumption of one or more of the following:

  • Subscribing to Online Publications/Newsletters/Updates
  • Downloading One-Pagers, infosheets, case studies, eBooks
  • Signing up for Podcasts, RoundTables, Blogs
  • Clicking on Ads, viewing web pages, online chat
  • Product comparison reviews

The more of these types of data consumption by a company and the employees within, the more opportunity there is to identify a good buying signal.  

Question: All this is great but I have a specific business and only want to know about specific topics that people are interested in?

The best data providers offer the ability to pinpoint your ICP, so you can choose topics that are only relevant to your business and see which companies are consuming these topics the most.  So what are the best B2B Intent Data Providers for 2023?

Top B2B Intent Data Data Providers

    1. Lead411 Intent Data

    $2,500 per user/year as an Add-On to a Pro or Enterprise Yearly Subscription

    Lead411 is a leading data provider offering verified emails and direct dials, nicely wrapped into a feature rich platform with prospect tracking at nearly every available level.  What puts Lead411 at the top of this list is a few features that stand out from other providers.  First, they have partnered with Bombora,(#2 on this list) to provide customers the ability to tap into Bombora’s vast syndicate network of publications and resources. 

    Once customers choose relevant topics from the 12,000+ available, Lead411 customers can see which companies are at the top of the list, and reach out to decision makers, either directly from the Lead411 platform or exported to a CRM.  In addition, Lead411 tracks which companies are growing and have budgets for new products/solutions/services. 

    This level of insight is unmatched in the industry and why Lead411 is at the top of the list, along with being one of the most affordable ways for companies to dive into buyer intent.

    bombora topics

    2. Bombora Intent Data

    $30,000 per User/Year

    Bombora intent data is a syndicated co-op of information.  They track user data actions across multiple sources and publications and collect the data, making it available to integrate into several solutions.  Bombora intent data only shows companies that reach a certain level of data consumption, so only the hottest companies are displayed.  

    Data sources include content consumption from over 5,000 online publications such as forbes,, forrester.  Buyer indicators are recorded by the level of content engagement.  If multiple employees from the same company are researching the same or similar topics, this is considered relevant and moves the company higher on the interest scale.  Interest is measured over a 12-week period and companies may increase or decrease their interest in these topics, making timing the most important aspect of buyer intent. 

    Bombora Intent Data is #2 on this list because they provide the most relevant data, the only drawback is that the platform to find decision makers is lacking, but they do integrate with several solutions.

    3. Zoominfo Intent Data 

    $12,000 per user/year as an Add-On to a Pro/Advanced/Elite Yearly Subscription

    Zoominfo Intent Data has its own proprietary solution using a bid-stream system to identify companies that click on ads of interest.  These ads usually contain some sort of relevant topic to a customer and is then tracked back into the Zoominfo system to find who might have possibly clicked this ad.  There are several deficiencies in this method, mainly because it’s difficult to gauge interest based on an ad click, however Zoominfo Intent Data is on this list because they have the database to be able to look up decision makers, and possibly find the interested company.  There is a bit of guesswork to this method, and Zoominfo’s high price point places them at #3 on the best Intent Data providers list.