By The PhantomBuster TeamCurious about which leads are actively looking for a solution like yours? That’s where intent data comes in.
It tells you what people are researching online, so you can identify high-potential leads.
In this article, we’ll break down the best intent data providers, their features, and pricing to help you boost your lead generation strategy.
TL;DR
The three types of intent data providers are: first-party (data from your website), second-party (data shared by partners), and third-party (data collected from external websites).
PhantomBuster makes LinkedIn prospecting efforts a breeze by automating lead scraping and CRM syncing to help you target high-intent prospects. Pricing starts at $56/month.
LinkedIn Sales Navigator is a great tool for discovering and engaging potential clients, offering powerful search filters and real-time engagement insights. Pricing starts at $99/month.
Cognism delivers GDPR-compliant B2B contact and intent data with seamless integrations, making it a go-to for European markets. Pricing starts at $1,000/month.
ZoomInfo offers top-tier B2B intent data and advanced lead enrichment tools, ideal for large teams needing real-time insights. Custom pricing.
Apollo.io helps teams automate outreach by leveraging an extensive B2B contact database and LinkedIn integration for precise targeting. Pricing starts at $59/month.
Amplemarket simplifies outbound sales with AI-driven lead scoring and multi-channel outreach, helping teams scale quickly. Pricing starts at $99/month.
Pocus empowers sales teams to optimize engagement with AI insights, customizable playbooks, and powerful integrations. Custom pricing available.
Clearbit enriches your lead data in real-time with over 100 attributes while syncing seamlessly with your CRM for smooth data flow. Pricing starts at $99/month.
Demandbase captures intent signals from over 300,000 sources, offering businesses real-time insights for precision targeting across the buying journey. Custom pricing available.
Bombora analyzes content consumption data from millions of organizations to identify companies that are ready to buy. Pricing starts at $2,500 per seat annually.
6Sense uses predictive AI to analyze buyer intent signals, helping large enterprises target accounts in the "dark funnel." Custom pricing available.
Leadfeeder turns website visitors into leads by revealing their company info and tracking engagement for real-time action. Pricing starts at $79/month.
TechTarget is a must for IT-focused teams, offering in-depth buyer behavior insights and account journey mapping to personalize outreach. Custom pricing available.
Types of intent data providers
Intent data helps you understand what your prospects are interested in and how likely they are to make a purchase.
There are three key types of intent data providers you should know about:
First-party intent data: This is data you collect directly from your website or online properties. It tracks how users interact with your content, giving you real-time insights into what they care about most—like which pages they visit or which resources they download.
Second-party intent data: It comes from a trusted partner who shares their first-party data with you. It gives you a broader view of potential leads and offers a snapshot of user behavior on external platforms.
Third-party intent data: Collected by external providers, this type of data captures user behavior across various websites. It gives a wide-angle view of companies actively researching solutions, making it easier to identify new prospects.
What to look for when choosing intent data tools
Here’s how to choose the right intent data provider for your team:
Integrations: Make sure the tool easily connects to your current CRM and other platforms so you can seamlessly transfer data into your workflow.
Filtering and segmentation: Look for tools that allow you to refine your data, giving your sales team more control over which prospects to focus on based on intent signals.
Pricing: Check if the tool fits your budget while offering the best value for the features you need.
Best tools to source buyer intent data
Having the right tools is key to getting the most value from buyer intent data. These intent data providers can give you real-time insights into which companies are actively looking for your solution, improving your marketing and sales strategies.
Here's a list of top intent data providers that can streamline your prospecting and help you make data-driven decisions.
PhantomBuster
Pricing: 14-day free trial, paid plans starting at $56/month.
G2 rating: 4.2 out of 5 stars on G2.
Best for: Lead prospecting and list building based on buyer high-quality intent data from LinkedIn.
PhantomBuster is a versatile tool that helps marketing and sales teams discover prospects based on engagement signals from platforms like LinkedIn.
It pulls data from comments, likes, and other interactions, helping you focus on qualified leads showing genuine interest in topics related to your business.
This intent data provider makes it easy to automate the entire process and syncs with CRMs like HubSpot to keep your lead data up to date.
Key features
Intent-driven lead scraping: Scrape LinkedIn profiles of people interacting with relevant content to identify warm leads.
Buyer signals: Collect and export data on user engagement (such as comments and likes) to spot prospects actively seeking solutions.
CRM integration: Sync lists with bi-directional HubSpot integration for seamless data management and real-time updates.
Automated workflows: Pre-built Phantoms automate LinkedIn prospecting and list building based on intent signals.
Pros and cons
✅ Automates LinkedIn prospecting: Saves time by pulling lead data directly from engagement activities.
✅ Real-time lead updates: Ensures your CRM stays current with high-intent leads.
✅ Built-in CRM integration: No need for manual data transfers with HubSpot sync.
❌ Compliance limits: Adheres to LinkedIn’s restrictions, which may limit data extraction methods.
LinkedIn Sales Navigator
Pricing: 30-day free trial, paid plans start at $99/month.
G2 rating: 4.3 out of 5 stars on G2.
Best for: Finding and engaging with leads on LinkedIn through advanced filters and real-time insights.
LinkedIn Sales Navigator is a premium tool that helps sales teams discover and connect with high-potential leads on LinkedIn.
It provides advanced filters to narrow down searches based on job title, industry, or company size.
Key features
Advanced search filters to target leads based on specific criteria.
Personalized lead recommendations based on user interactions.
InMail functionality to message prospects directly, even without a connection.
Seamless CRM integration to sync lead data.
Real-time activity updates to act on timely prospect behaviors.
Pros and cons
✅ Highly customizable search filters: You can precisely target leads by specific criteria, saving time and boosting sales efficiency.
✅ Direct outreach: Use InMail to message prospects directly, without needing a prior connection.
✅ Real-time updates: Stay informed of prospect activities like job changes or posts, helping you strike at the right time.
❌ Costly for smaller teams: Plans start at $99/month, which may be prohibitive for individual users or small businesses.
❌ Takes time to learn: Its wide range of features can feel overwhelming for new users, requiring time to get the most out of the tool.
Cognism
Pricing: $15,100 to $103,000 annually, depending on tiers and features.
G2 rating: 4.6 out of 5 stars on G2.
Best for: B2B lead generation and intent data, focusing on European markets.
Cognism is a powerful intent data provider for sales teams that need accurate B2B contact data, especially when compliance with GDPR and CCPA is crucial.
The platform integrates intent data from Bombora, helping businesses identify high-intent prospects and tailor their outreach more effectively.
Key features
Global database with compliant verified B2B contact data.
Real-time B2B intent data enrichment powered by Bombora.
Seamless CRM integration for data synchronization.
Browser extension for direct LinkedIn prospecting.
Global reach to connect with leads in various regions.
Pros and cons
✅ Targeted prospecting: Identifies high-intent leads for more effective outreach.
✅ Bombora data enrichment: Delivers deeper insights into prospect behavior with advanced data.
❌ High cost: Pricing may be a barrier for those with limited budgets.
❌ Narrow industry focus: Primarily useful for B2B sales, limiting its versatility for other industries.
ZoomInfo
Pricing: Custom pricing (often on the higher end).
G2 rating: 4.4 out of 5 stars on G2.
Best for: Intent data enrichment for large sales and marketing teams needing real-time B2B data.
ZoomInfo is one of the top intent data providers, providing access to extensive B2B intent data across a wide range of industries.
It lets you search through millions of businesses and professionals, providing in-depth insights that help sales teams target potential customers based on behavior signals.
Key features
Access intent data from over 300,000 publisher domains and various data sources.
Receive real-time B2B intent data to target high-intent prospects effectively.
Build workflows that automate the sales process using advanced filtering.
See intent signals based on topics related to your solutions with Streaming Intent.
Use a robust database with over 300 attributes for precise CRM enrichment.
Pros and cons
✅ Broad database access: Search through a network of businesses and professionals for valuable insights.
✅ Intent data in real-time: Identify leads showing active interest in your product or service.
❌ Expensive for smaller teams: Custom pricing can be steep for smaller companies or startups.
❌ UI challenges: Some users report that the interface can feel cluttered or unintuitive.
Apollo
Pricing: Free plan available; paid plans start at $59/month per user.
G2 rating: 4.8 out of 5 stars on G2.
Best for: Marketing and sales teams who need accurate CRM intent data and want to automate outreach based on buyer intent.
Apollo.io is a smart tool designed for teams who want to turn raw data into actionable insights.
It helps you target leads showing real interest, thanks to advanced filtering that can zero in on industry, revenue, or job titles. Plus, with over 275 million contact records, you'll have plenty of prospects to work with.
Key features
Syncs intent data directly with your CRM to manage and act on leads more effectively.
Advanced filters to target leads by industry, revenue, or job title.
Integration with LinkedIn Sales Navigator for more precise targeting.
Large contact database to help you expand your outreach.
AI-driven lead scoring to prioritize high-intent prospects.
Pros and cons
✅ Accurate intent data: Access to verified emails and direct dials helps you reach prospects that matter.
✅ Smart lead scoring system: Prioritize leads with AI-driven insights based on intent signals.
❌ Transparency issues: Some data sources may not be clear, which could be tricky in highly regulated industries.
❌ Compliance concerns: Depending on your sector, concerns about how some data is gathered may arise.
Amplemarket
Pricing: 7-day free trial, paid plans starting at $99/month.
G2 rating: 4.6 out of 5 stars on G2.
Best for: Automating and optimizing outbound sales outreach, ideal for teams needing to scale their marketing efforts quickly.
Amplemarket is a comprehensive lead generation tool that simplifies outbound prospecting.
It combines AI-powered lead scoring with multi-channel outreach, helping teams connect with the right leads at the right time.
Key features
AI-driven lead scoring to prioritize potential customers based on buying intent.
Multi-channel outreach to engage prospects across different platforms.
Email sequence automation to nurture leads effectively.
Seamless CRM integration for efficient lead management.
Lead enrichment tools to improve the quality of your contact data.
Automated follow-ups to maintain consistent engagement with leads.
Pros and cons
✅ AI-powered targeting: Amplemarket's AI-driven lead scoring helps you focus on high-intent prospects, saving time and boosting efficiency.
✅ Multi-channel approach: You can engage leads across different platforms, ensuring maximum outreach coverage.
❌ High cost for small teams: The pricing starts at $99/month, which could be a challenge for smaller teams.
❌ Limited customization: Some advanced customization features may be lacking compared to competitors.
Pocus
Pricing: Custom pricing available; you can request a demo on their website.
G2 rating: 4.5 out of 5 stars on G2.
Best for: Revenue-focused teams looking for an all-in-one solution to unify data, enrich customer profiles, and automate outreach based on intent signals.
With Pocus, you can simplify your entire go-to-market strategy by unifying customer data and using intent signals to boost prospecting.
With this robust AI platform, teams can manage product users, inbound leads, and warm outbound campaigns all at once.
Key features
AI-powered insights to identify high-potential prospects based on engagement.
Integrations with over 14+ intent data providers for seamless data enrichment.
Multi-channel outreach automation to optimize engagement strategies.
Customizable playbooks for dynamic sales processes.
SOC 2 Type II compliance for secure data handling.
Pros and cons
✅ AI-driven targeting: Finds perfect prospects based on real-time intent signals.
✅ Streamlined automation: Automates playbooks to drive revenue with minimal manual input.
❌ Custom pricing: Having no transparent pricing requires direct consultation.
❌ Learning curve: It may take time to fully implement and optimize the platform's advanced features.
Clearbit (by HubSpot)
Pricing: The volume-based model is not transparently displayed; users need to request a quote.
G2 rating: 4.4 out of 5 stars on G2.
Best for: Businesses seeking real-time data enrichment and intent data with seamless CRM integration.
Clearbit is a powerful data enrichment platform designed to help sales and marketing teams maintain accurate, up-to-date lead information.
Its standout feature is its ability to uncover intent data, such as website visitors' behavior, which helps teams focus on leads that are already engaging with their site.
Key features
Real-time intent data enrichment for leads and accounts.
Anonymous web visitor identification to prioritize high-intent prospects.
Seamless CRM integration for data synchronization.
Comprehensive lead scoring for targeting prospects at the right time.
Over 100 attributes for firmographic, demographic, and technographic enrichment.
Pros and cons
✅ Comprehensive enrichment: Adds over 100 firmographics and demographics to your data.
✅ Predictive analytics: Offers advanced tools for lead scoring, segmentation, and audience analysis.
❌ Pricing opacity: Prices are volume-based and not transparent, which may frustrate users.
❌ GDPR compliance setup: You have to manually activate GDPR settings to comply.
Demandbase
Pricing: Complex pricing with 3 different packages and no transparent pricing; can also buy à la carte.
G2 rating: 4.3 out of 5 stars on G2.
Best for: Comprehensive go-to-market strategies, targeting accounts with precision using real-time B2B intent data.
Demandbase is a leading B2B intent data provider that helps companies identify, engage, and convert high-value prospects.
The platform captures over 500 billion intent signals monthly from more than 300,000 sources, offering real-time insights into who is interested in your products or services.
Demandbase integrates B2B intent data with its suite of products like Sales Intelligence Cloud and Advertising Cloud, enabling businesses to create a unified go-to-market strategy.
Key features
Real-time intent signals across multiple sources for precise targeting.
Integration of data throughout various stages of the buying journey.
AI-powered insights to analyze and filter prospects based on intent.
Access to news and updates about target companies for better engagement.
Customizable targeting based on technology and other firmographic data.
Pros and cons
✅ Custom tags and fields: Offers flexibility in segmentation and organization of data.
✅ Company insights: Provides in-depth details on potential leads for better targeting.
❌ Manual setup: Setting up the platform takes time and effort.
❌ Limited keyword customization: Lacks full flexibility for custom keyword targeting.
Bombora
Pricing: Bombora’s pricing is custom, starting at $2,500 per seat annually, with additional CPM rates between $1.50 to $3.00 per thousand data points.
G2 rating: 4.4 out of 5 stars on G2.
Best for: Aggregated third-party data for B2B companies with vast data needs.
Their technology helps businesses identify which companies are ready to purchase by tracking content consumption patterns across over 5,000 B2B websites.
Key features
Aggregates B2B intent data from over 3.5 million organizations.
Company Surge® technology to identify companies with the highest intent to buy.
Real-time updates on buyer behaviors based on content consumption.
Integrates seamlessly with CRM and other sales platforms for streamlined workflows.
Provides actionable data for targeted B2B campaigns.
Pros and cons
✅ Large data pool: Access to one of the biggest networks for B2B third-party intent data.
✅ Company Surge® insights: Tracks company-level buyer intent data to optimize outreach.
❌ Third-party data reliance: Relies heavily on third-party data, which could raise potential compliance concerns.
❌ Pricing structure: Custom pricing can be a barrier for small or early-stage companies without budget transparency.
6Sense
Pricing: Custom pricing based on company size and needs. No transparent pricing available.
G2 rating: 4.0 out of 5 stars on G2.
Best for: Large enterprises focused on account-based marketing (ABM) strategies and advanced buyer intent data tracking.
6sense uses AI-powered technology to analyze buyer intent data and predict which accounts are in-market for a product or service.
This tool is especially known for its ability to track anonymous buyers, making it a favorite for marketing teams looking to engage accounts in the "dark funnel."
Key features
Predictive AI modeling to analyze buyer behavior and prioritize accounts.
Multi-party intent data aggregating from first-party, second-party, and third-party sources.
In-depth account-level engagement insights for targeted marketing.
Keyword and topic tracking to discover what your prospects are researching.
Seamless integration with popular CRM and marketing platforms.
Pros and cons
✅ AI-powered predictions: Uses data signals from multiple sources to figure out which accounts to prioritize.
✅ Deep intent data analysis: Gives sales and marketing teams granular insight into buyer intent across multiple stages of the buyer journey.
✅ Keyword and topic tracking: Goes beyond account tracking by providing keyword-level insights.
❌ High pricing for SMBs: Custom pricing and advanced features make it hard for smaller businesses to afford.
❌ Reliance on third-party data: Like many intent data providers, you'll receive insights from third parties, which can pose compliance issues.
Leedfeeder
Pricing: Free plan available; paid plans start at $79 per month.
G2 rating: 4.3 out of 5 stars on G2.
Best for: Businesses looking to convert website visitors into leads by identifying potential B2B prospects.
Leadfeeder focuses on intent data sourced from website traffic, enabling businesses to track, analyze, and prioritize leads.
It helps you take action-driven steps to improve conversions by revealing the companies who visit your website.
Key features
Tracks website visitors and reveals company details for targeted outreach.
Automatically ranks visitors based on their engagement levels and activity.
Provides behavioral insights, like time spent and pages viewed, for a better understanding of visitors.
Seamless integration with CRM and email marketing platforms for efficient follow-ups.
Real-time data updates ensure timely and accurate lead engagement.
Pros and cons
✅ First-party data insights: Helps identify companies visiting your site even without form submissions.
✅ Real-time tracking: Updates lead data in real-time for immediate action.
❌ Limited data sources: Only focuses on website traffic, missing other intent signals.
❌ Usability challenges: Some users find the interface could be more user-friendly.
TechTarget
Pricing: Custom pricing based on package and features required.
G2 rating: 4.3 out of 5 stars on G2.
Best for: Targeting IT professionals and large marketing teams with specific buyer intent data needs.
TechTarget Priority Engine offers a vast reservoir of third-party intent data, primarily geared toward IT professionals.
It provides real-time buyer behavior data, so teams can better target high-value accounts.
Key features
Real-time insights on prospects actively researching specific topics.
GDPR-compliant data for ensuring privacy and security.
Provides detailed contact and account information.
Integrations with popular CRM platforms for seamless workflows.
Advanced filters for prioritizing key accounts based on engagement signals.
Pros and cons
✅ Accurate contact information: Offers reliable, up-to-date data for IT professionals.
✅ Journey mapping: Helps teams understand the buyer’s journey with in-depth account insights.
❌ Limited filters: Some users report that filtering capabilities could be more advanced.
❌ Clunky Salesforce integration: Users find the Salesforce integration less intuitive.
Conclusion
The right intent data provider helps marketing and sales teams focus on high-quality leads showing genuine interest.
The tools we’ve explored offer unique features for identifying buyer intent and increasing conversions.
Start with PhantomBuster's free trial to boost your prospecting and lead generation efforts!
