Buyer Intent Data Tools: How to Find the Best B2B Intent Data
Stiff competition and intense investor focus on business fundamentals mean that companies can’t simply pursue conventional leads and respond to incoming inquiries like they used to. Today’s top leaders know the growth of their business hinges on discovering their prospects’ interest first — and responding swiftly.
Since most brand interactions happen online before prospects reveal their interest, many companies are using buyer intent data tools to spot behaviors that signal when a prospect is ready to buy.
Take a look at the top buyer intent data tools to find a solution that helps you gather prospective clients and drive sales growh.
What Are Buyer Intent Data Tools?
Buyer intent data tools are sophisticated software solutions that aggregate and analyze different types of intent data to predict the likelihood of a prospect making a purchase. These tools capture and interpret buying signals from various online interactions, providing valuable insights into the buyer’s journey and purchase intent — enabling salespeople to connect with motivated buyers at the right time, with the right message.
The Rising Importance of Buyer Intent Data
With B2B markets increasingly saturated with competing providers, companies are constantly seeking ways to stand out and connect with their target audience more effectively. Buyer intent data providers offer a powerful solution to this challenge, enabling businesses to:
- Identify high-potential leads
- Personalize marketing efforts
- Optimize sales strategies
- Improve customer retention
How Businesses Benefit from Top Buyer Intent Data Tools
The best buyer intent data tools offer a range of features that can significantly accelerate a company’s sales and marketing efforts:
1. Accurate Lead Scoring
By analyzing behavioral signals, these tools help prioritize quality leads based on their likelihood to convert, allowing sales leaders to route the right leads to the right reps.
2. Personalized Content Delivery
Understanding a prospect’s interests and pain points enables marketers to create and deliver highly targeted content, increasing engagement and conversion rates.
3. Predictive Analytics
Advanced buyer intent data tools use AI and machine learning to predict future buying behaviors, helping businesses anticipate buying behavior with greater accuracy — a major competitive advantage.
4. Competitive Intelligence
Many B2B intent data providers also offer insights into competitors’ activities, such as website tracking, advertising and social media monitoring, and keyword and market research, allowing companies to adjust their strategies accordingly.
5. Churn Prevention
By identifying when existing customers are showing interest in competitor products, businesses can take proactive measures to prevent churn, which is the loss of customers or subscribers over a given period of time.
Choosing the Right Buyer Intent Data Provider
With numerous options available in the market, selecting the best buyer intent data provider for your business can be challenging. Consider factors such as:
- Data quality and sources
- Integration capabilities
- Analytics and reporting features
- Pricing structure
- Customer support and training
We’ve gathered the top buyer intent data providers below to help you make the best choice for your business.
ZoomInfo
ZoomInfo is the go-to-market platform trusted by over 35,000 companies worldwide to accelerate sales with actionable insights and high-quality data. Built on a secure and expansive data foundation, ZoomInfo makes it easier than ever to find new customers and grow existing business, with specialized products and flexible pricing plans for users in sales,marketing, and revenue operations.
ZoomInfo’s intent data empowers businesses to identify and engage with prospects who exhibit active buying behaviors. The platform leverages a vast database of contact and company information to provide real-time B2B intent data signals. This precise targeting helps prioritize high-potential leads and personalize engagement, significantly enhancing sales strategies and increasing conversion rates.
ZoomInfo’s intent data integrates seamlessly with various CRM and marketing automation tools, enriching existing customer records with detailed firmographic and intent data. The platform also offers automated workflows and filters for segmentation, which streamline the identification and engagement process. By focusing efforts on prospects demonstrating specific buying behaviors, businesses can shorten sales cycles and improve overall efficiency and productivity.
ZoomInfo’s extensive data set, which includes over 12,000 intent data topics and is sourced from a cooperative of 5,000 B2B sites, ensures that insights are both comprehensive and actionable. The platform’s user-friendly interface and robust reporting capabilities further enhance its utility, making it a valuable asset for any organization looking to optimize its marketing and sales efforts
You can start with a free trial to experience the power of ZoomInfo firsthand.
Key Features:
- Real-time B2B intent data signals
- Seamless CRM and marketing automation integration
- Automated workflows and segmentation
- More than 12,000 intent topics sourced from 5,000 B2B sites
G2 Market Intelligence
G2 Market Intelligence uses the vast amount of data from G2’s platform to provide software companies with crucial insights about their market and the broader competitive landscape. G2’s interactive dashboard offers continuously updated information sourced from over 1.8 million authentic software buyer reviews, including exclusive data not available elsewhere.
With G2 Market Intelligence, marketers can access real-time customer data to address complex questions about their market position, including insights such as customer satisfaction metrics, pricing perceptions, and win/loss data for their own products and those of competing businesses. This gives go-to-market teams unparalleled insights into real buying behavior and broader market sentiment.
KEY FEATURES:
- Interactive dashboard with continuously updated data from G2
- More than 1.8M authentic user reviews
- Access to exclusive voice-of-customer insights and trends
- Comprehensive competitor analysis and market positioning information
- Key customer satisfaction metrics and win/loss data
- Pricing and discounting perception data for informed decision-making
3. Signals
Signals is a platform designed to enhance sales and marketing efficiency for B2B businesses. By using advanced AI technology, Signals identifies key buying signals, enabling more accurate account targeting and improved engagement when prospective buyers that align with their ideal customer profile (ICP) are most likely to take action.
One of the key strengths of Signals lies in its ability to interpret companies’ online digital behavior to assess buying likelihood. This intelligent approach allows sales and marketing teams to tailor their engagement strategies based on where potential buyers are in their journey. By removing uncertainties and inefficiencies from the sales process, Signals helps businesses refine pipeline quality, accelerate sales cycles, increase conversion rates, and drive consistent revenue growth.
KEY FEATURES:
- AI-powered buying signal identification for accurate account targeting
- Intelligent engagement based on companies’ digital behavior
- Customized strategies aligned with ICP
- Streamlined sales process for improved pipeline quality and conversion rates
- Comprehensive platform covering AI sales assistance, lead capture, and visitor identification
4. Pocus
Pocus is an AI-powered revenue data platform that transforms rep workflows from siloed to streamlined, offering advanced prospecting, research, and playbook optimization capabilities. With Pocus, sales teams can build pipeline and close more revenue consistently, saving valuable time.
By using AI technology, Pocus helps teams run the right GTM plays, ensuring efficiency and effectiveness in sales operations. Customers including Asana, Canva, Miro, and Loom have reported saving over 10 hours per week on data analysis, allowing them to build pipeline with greater confidence and precision.
KEY FEATURES:
- AI-powered prospecting and research capabilities
- Automated playbook optimization for improved GTM strategies
- Advanced data analysis and visualization without engineering support
- Identity resolution connecting 1st party data with intent signals from 14+ 3rd party providers
- Time-saving features, saving teams 10+ hours per week on data analysis
5. Bombora
Bombora is a leading provider of B2B intent data, offering valuable insights to better align marketing and sales teams. Bombora identifies businesses actively researching specific topics and their level of activity. This enables organizations to prioritize target accounts, tailor their outreach, and optimize marketing strategies with precision.
The product’s extensive data cooperative, comprising more than 5,000 websites and publishing partners such as Bloomberg and The Wall Street Journal, is central to Bombora’s offering. This allows Bombora to aggregate content consumption and behavioral data from a vast array of sources, providing a comprehensive view of buyer intent across the buying journey.
KEY FEATURES:
- Aggregates content consumption activity from millions of B2B organizations to identify active demand for products or services
- Facilitates seamless execution of ABM strategies by incorporating Bombora’s audiences and proprietary first-party data into preferred media activation partners
- Uses measuring tools to provide insights into the composition and engagement behavior of ad creative, website visitors, or landing page audiences, leveraging data from millions of organizations
6. TrustRadius for Vendors
TrustRadius for Vendors is a powerful decisioning platform designed for B2B tech buyers and sellers.
As a leading buyer intent data provider, TrustRadius for Vendors bridges the trust gap between technology buyers and providers by offering a comprehensive suite of tools to influence, engage, and win customers. The platform offers verified reviews, ratings, and high-quality content, attracting over 12 million annual visitors.
TrustRadius for Vendors provides category-level intent data, allowing vendors to target visitors on their own and competitors’ product pages. The platform also offers product-level intent data, offering deal intelligence on potential buyers. Marketers can use TrustRadius content in their marketing and sales channels to enhance conversion rates and accelerate sales cycles.
KEY FEATURES:
- Authentic customer reviews and ratings to build trust and credibility
- Category-level and product-level intent data for targeted B2B marketing
- LinkedIn Matched Audiences integration for enhanced lead targeting
- Customizable content utilization for marketing and sales channels
- Comprehensive analytics and insights on buyer behavior
7. SalesIntel
SalesIntel is a go-to-market sales intelligence platform designed to improve the way marketing, sales, and revenue operations teams approach pipeline efficiency.
With a database of more than 22 million accounts and 100 million contacts, SalesIntel helps businesses identify their ideal customers with precision. The platform surfaces in-market accounts using intent data, company news, website visitor information, and other data sources.
The company has a 2,000+ person research team that acts as an extension of your own, filling any gaps in contact or account data. This human-verified approach ensures that users have access to the most up-to-date and accurate information available.
KEY FEATURES:
- Extensive database of 22 million accounts profiled by 300 million unique technology install data points
- Advanced intent data and in-market account identification capabilities
- Human-verified contact information for decision-makers, including emails and mobile phone numbers
- 2,000+ person research team for filling data gaps and ensuring accuracy
8. Foundry Intent
Foundry Intent identifies in-market accounts and driving intent-based marketing campaigns, combining KickFire’s first-party intent data, LeadSift’s third-party intent data, and Foundry’s proprietary publishing and events network.
Unlike competitors that focus on a single source of intent signals, Foundry Intent analyzes buying signals from multiple channels, including your website, the wider public web, and Foundry’s proprietary networks. This approach provides a more accurate picture of which companies are in-market and how they’re engaging with sellers.
KEY FEATURES:
- Reach relevant audiences across their buying journeys with optimized intent-based ad programs
- Target decision-makers from ABM lists showing purchase intent signals
- Combines first-party, third-party, and proprietary network data for a holistic view of buyer intent
- Gathers intent signals from B2B websites, public web, and proprietary networks
- AI-powered technology to accurately identify and prioritize potential buyers
9. CONTENTgine
CONTENTgine goes beyond conventional intent data to provide deeper, more precise insights into potential customers. This innovative approach enables companies to identify in-market accounts, uncover engaged contacts within buying groups, and gain a comprehensive understanding of the specific challenges their prospects face.
KEY FEATURES:
- Content-first approach for deeper buyer insights
- Identification of in-market accounts and engaged contacts
- Comprehensive analysis of prospect challenges and needs
- Advanced lead generation and content syndication analytics
- Actionable intelligence for improved B2B sales and marketing
10. Demandbase One
Demandbase One is a GTM platform designed to help B2B teams achieve their revenue goals more efficiently. The platform uses account intelligence to provide rich, reliable account-level insights, enabling businesses to orchestrate and execute unified sales and marketing strategies.
The platform can create highly accurate audience segments using a combination of account intelligence, CRM and MAP data, intent signals, and technographics. Demandbase One also offers B2B advertising capabilities, website personalization features, and measurement tools that track pipeline and revenue.
KEY FEATURES:
- Comprehensive account intelligence for precise audience targeting
- B2B-optimized advertising platform
- Website personalization
- Integrated CRM apps
- Advanced measurement tools for tracking marketing and sales impact
Intent Data: Driving Sales and Marketing Growth
With many buyers choosing to engage sellers later in the customer journey, frontline salespeople are increasingly at a disadvantage. Buyer intent data tools give salespeople and marketers the insights they need to reach prospective buyers in that increasingly narrow window of opportunity.
We’ve compiled this list of buyer intent data tools to make evaluating such solutions simpler. Even companies of comparable headcount in the same industry may have very different expectations from a buyer intent data solution, so be sure to consider your specific needs thoroughly before engaging with sellers.
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This article was written by Zoominfo and originally published here.
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