10 Intent Data Providers to Consider in 2025

ZoomInfo's hiring data shows that 1 in 13 companies with a hiring surge are now staffing up to build with AI. This is also where intent data meets your other buying signals. Manager of Demand Generation at NetLine, put it in ZoomInfo's 2026 GTM Predictions report, "When sellers trust the signal, prioritization changes, and spend follows."

• Its intent data providers users with up to 12 topics they can track for intent.
• Knowing and understanding customers’ intent is the key to driving more conversion and sales to your business.
• If your list is full of titles or industries that don’t match your target, you’ll burn time (and budget) fast.

By prioritizing trending topics proven to drive successful outcomes, you can eliminate the guesswork and engage the most relevant opportunities with confidence. Identify the entire buying team based on who’s researching specific topics and reach the decision makers across phone, email, and digital marketing channels. Person-Level Intent surfaces the right contacts automatically, freeing your reps to focus on conversations that move deals forward. Now we show you the specific people inside those accounts — their role, seniority, and place in the buying decision — so your team can act with precision, not guesswork.

B2B Intent data reveals which companies are researching solutions like yours, before they fill out a form or book a demo on your website. Intent data shows you which accounts are actively exploring solutions like yours, what topics they’re investigating, which personas are engaged, and where they are in their research journey. When 5-11 stakeholders are researching independently, a single lead score can’t tell you if the broader buying group is engaged or moving toward a decision. You don’t know who’s researching or what they’re exploring during the most critical phase of their journey. The linear awareness to decision marketing funnel no longer matches how B2B buying actually happens. How Intent Data Works Types of Intent Data Custom, Solution-Aligned Intent Models Resources & FAQs

Personalize Messaging Based on Research Topics

Buyer intent software runs different algorithms to identify, collect, and process users' web content consumption. InboxInsight research shows that 26% of B2B marketers use only first-party data, 19% use only third-party, and the remaining 55% use a combination of both. Nowadays, it has become imperative for B2B vendors and advertisers to use buyer intent data tools to find the best-fitting prospects. While the reasons behind this conclusion may be too broad, inaccurate prospect records and messaging failing to resonate are some of the most significant issues. HubSpot found that 61% of B2B marketers agree that generating traffic and leads is their top challenge. According to CoSchedule, 74% of B2B marketers set goals but only 3% consistently achieve them monthly.

How to Choose the Right B2B Intent Data Tool for Your Needs

Terminus is a first-party data tool that engages buyers with distinctive multichannel experiences. This platform can prioritize, rank, and score leads based on their recent and relevant online research behavior. First-party IP intelligence and firmographic enrichment with a Chrome extension and human checks.

B2B Intent data. We invented it.

Other buying signals include funding rounds, leadership changes, hiring spikes, technology installs and job changes. Accuracy depends on the provider's sources, topic classification, account matching and how it measures baselines. GTM.AI is free to start, with consumption-based credits. Its API, CLI and MCP server let Claude, ChatGPT or your own agents pull intent signals and verified B2B data from wherever your team already works. That turns an intent spike into outbound prospecting that starts while the account is still in research mode. Every Agent Team starts with a trigger, the event that tells agents where to begin.

Research activity across articles, reports, and resource hubs B2B organizations using intent-driven strategies report higher pipeline generation, improved forecast accuracy, lower customer acquisition costs, and faster sales cycles. Think of it as a directional signal that’s powerful for focus and timing, but not a substitute for first-party engagement. Which personas within an account are actively researching, including their individual and collective interest levels How strong, frequent, and recent their activity is, so you can track changes in engagement Which companies are showing relevant online research activity

The same visit from an ICP account that is also surging on your category topics, with two contacts comparing vendors on G2, is worth acting on right away. Person-level intent shows where to start inside each one. Reps can then start with the person who's actually reading about the problem, and map the buying committee from there. ZoomInfo's 2026 GTM Predictions report found that site activity, chat and demo requests usually show up after opinions have formed and shortlists have taken shape. It reflects direct engagement with your brand, which makes it the highest-fidelity signal you have. In the same week, two of its people compare enrichment vendors on G2 and one visits your pricing page twice.

A team of specialist agents then carries the play, while a supervisor agent checks each step against your rules. When an account spikes, reps and agents get verified contacts at that account along with the signal, and CRM enrichment keeps those records up to date. Every intent signal in ZoomInfo is backed by three layers, so it reaches your team with the contacts, the context and the access needed to act on it. So the platform starts with the data and context behind every signal, then puts agents to work on it. ZoomInfo's GTM Intelligence Report 2025 cites Harvard Business Review research showing that waiting more than five minutes to respond to an inbound lead cuts connect rates by 10x.

By integrating B2B intent data tools into their daily reach-out efforts, business development teams are better prepared to target only the best-fitting possible buyers. Most third-party intent signals are 2 to 4 weeks stale by the time they reach your CRM. Most B2B marketers (55%) use a combination of both for the most complete view of buyer behavior. Third-party intent data is collected across the broader internet by providers who monitor content consumption patterns across thousands of websites. It works by tracking actions like content downloads, keyword searches, website visits, and webinar attendance across the web. It can be integrated with many other tools, including CRMs, and offers an b2b intent data extension for Google Chrome.

For a full comparison of 15 providers, see our guide to the best buyer intent data platforms. The fastest teams don’t wait for a rep to check a dashboard. “I would have never known without ZoomInfo and the intent feature,” they said in ZoomInfo’s 2025 Customer Impact Report. Intent turns static ABM lists into audiences that follow real buying behavior, and ABM software can activate those audiences across channels. ZoomInfo customers reached the buyer before the competition in 27% of new deals, according to ZoomInfo's 2025 Customer Impact Report.

Top-notch intent data platforms allow their partners to have a clear view of their website visitor's employee size, revenue, industry sector, and many more features. Gartner found that B2B technology providers were 2.09 times more likely to have a positive impression on possible buyers when they used third-party intent data for their digital marketing. Working with intent data can be challenging for companies not experienced in data exhaust practices, which consist of analyzing every single online action deployed by a user. Content reads Keyword search Site visits Webinars Review sites IP resolution Resolve+ score CALM IN-MARKET In-market accounts rising right now The General Data Protection Regulation (GDPR) and the California Privacy Act (CCPA) are great examples of organizations protecting American users' data footprints. By analyzing users' online search behavior, they can score leads with a clear intention to acquire a solution for their needs.

Demandbase is an account intelligence platform that integrates third-party marketing intent data into advertising processes, account-based experiences, and sales intelligence analytics. Co-op Surge data wired into most B2B stacks; broad topic coverage, pricing by request. The platform matches IP addresses to company-level accounts, tracks buyer intent topics across the open web, and determines semantic meaning of high-traffic pages visited by your target ICPs. With so many great options in the market, for both first and third-party intent data, selecting the perfect intent data provider is a challenging task, to say the least. Personalized messaging is a powerful tool for increasing B2B lead conversion rates. Data segmentation techniques make it possible to work with the target account lists (TALs) with a higher success rate.

Matches anonymous traffic to companies with a free tier; first-party, light on open-web intent. DemandJump is a sales and marketing solution allowing clients to enter their competitors' websites to analyze their content, ads, and traffic. Search and content intelligence more than a contact feed; strong for SEO-led demand planning.