Intent data providers sell one thing: a view of which companies are researching topics close to what you sell. They differ in where that view comes from, how fresh it is and how much you can see behind it. This guide explains the sources of intent data, how to compare providers fairly, and how to test one before you commit.
01
Where intent data comes from
The source decides what a provider can and cannot see. For what intent signals are and how they differ from buying events, see intent signals vs buying signals.
| Source | What it shows | Watch out for |
|---|---|---|
| Your own website | Companies reading your pages | Only companies that already found you |
| Review and comparison sites | Companies comparing products in your category | Covers only the categories those sites list |
| Publisher networks | Research on topics across many business websites | Topic level, not a decision; shared with many vendors |
| Ad and content engagement | Companies engaging with ads or content on a topic | Engagement can come from people with no buying role |
Data from your own site is often called first-party intent. Data a provider gathers elsewhere is third-party intent data.
02
How to compare intent data providers
- The source. Ask exactly where the activity comes from, and how many sites or members it covers in your market.
- The topics. Check that the provider's topic list includes the specific problems you solve, not just your broad category.
- Account or person level. Most intent data names a company, not a person. Know which you are buying.
- Freshness. Ask how often scores update and how long an increase stays on the account.
- What you can see. A score alone is hard to act on. Prefer providers that show the topics and the trend behind it.
- Privacy and consent. Ask how the data is collected and what consent covers it, especially for visitors in Europe.
03
When intent data is worth paying for
Intent data earns its cost when three things are true: your list is too long to work every account, your buyers research online before they talk to vendors, and the topics you sell into are specific enough to separate real interest from general reading.
It earns less when you sell to a small, known set of accounts you already watch closely, when your buyers decide through relationships rather than research, or when your category is so broad that every company shows interest every week. In those cases, dated events at each account, such as a new leader, a new site or a new system, often tell you more.
Start with the cheapest source you already own: the visits to your own website. If that shows a pattern, a wider provider may be worth testing.
04
How to test a provider before you sign
Take two lists: 20 accounts you won in the last year and 20 similar accounts that never bought. Ask the provider what its data showed for both groups in the months before each purchase. If the winners did not show more interest than the others, the data will not help you time outreach in your market.
Then run a short live pilot on a defined list, with one person owning the follow up, and judge it on conversations started, not on the number of alerts.
05
What intent data can and cannot tell you
Intent data is good at one thing: showing that people at a company are reading about a topic more than usual. That is useful for deciding which accounts to look at first, and for noticing interest you would otherwise miss.
It cannot tell you why they are reading, who is reading, or whether anyone has a budget or a deadline. A spike can come from a student intern, a competitor, a consultant or a team that just finished buying. Treat it as a reason to research an account, not as proof that it is in market.
06
How to use intent data in outreach
- Sort, do not send. Use the score to choose which accounts to research this week. A lead scoring model can weigh it against fit.
- Look at the topics behind the score. A spike on the exact problem you solve means more than one on your broad category.
- Find a dated reason. Check the account for an event that explains the interest, such as a new leader, a new site or a system change.
- Write about them, not the data. Open with that reason. Never tell someone you saw them researching.
- Record what happened. Note which flagged accounts turned into conversations, so you can judge the data on results.
07
Intent data providers, from their own pages
What each provider says about its own data, in its own words, with no ranking. Taken from each provider's own pages, checked on 9 November 2026.
| Provider | What the provider says it does | Free plan or trial | Pricing published |
|---|---|---|---|
| 6sense | "Trusted intelligence about where buyers are and what they're doing" | Free tools only | On request |
| Bombora | "B2B data provider for Intent, audience and identity" | None shown | On request |
| Common Room | "Complete buyer intelligence that turns intent into pipeline" | None shown | Yes |
| Demandbase | Its "account-based GTM platform for Sales and Marketing" | Free tools only | On request |
| G2 Buyer Intent | "Learn who's looking at your product, your category, and your competitors" | Free 30-day lookback offer | On request (G2's plan with visitor data is priced through sales) |
| ZoomInfo | "B2B sales prospecting software" for identifying your ideal customer profile and ready-to-buy prospects | Free trial | On request |
No vendor paid to be listed, and nothing here is a rating. For contact and company data rather than intent, see B2B data providers and ZoomInfo alternatives.
08
Common mistakes with intent data
Treating interest as a decision. Research on a topic is a reason to look closer, not a reason to call.
Buying topics that are too broad. Broad topics match everyone and help no one.
No test against your own wins. Without it, you cannot know if the data predicts anything in your market.
Mentioning the data in outreach. "We saw you were researching" puts people off. Lead with a reason about them.
Nobody owns the alerts. Intent that sits unread for two weeks is gone.
09
The intent data checklist
Before you sign with a provider
- You know exactly where the data comes from.
- The topics match the problems you solve.
- You know whether you get companies or people.
- You tested it against 20 wins and 20 non-buyers.
- Collection and consent are clear for your markets.
- Someone owns the follow up on every alert.
10
Where to go next
Intent data is one kind of signal. For the full range of tools, see buying signals tools, and for events that time outreach, read buying signals in B2B sales.