ZoomInfo Marketing and
6Sense stand out as the top intent data platforms for enterprise demand generation. ZoomInfo suits teams seeking vast contact data combined with buyer signals, while 6Sense excels for account based marketing programmes requiring deep predictive analytics and automated orchestration across the buying committee.
Top 10 Intent Data Platforms, compared| RANK | ENTRY | BEST FOR | SCORE | FROM |
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| 1 | 6Sense6Sense uses a patented Revenue AI engine to uncover anonymous web traffic and match it to target accounts. | Enterprise account based marketing and predictive analytics | 95.0 | Custom |
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| 2 | ZoomInfo MarketingZoomInfo tracks intent signals across tens of thousands of domains to spot active research trends. | Combining intent signals with direct contact details | 92.7 | Custom |
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| 3 | BomboraBombora operates the Company Surge data cooperative, which tracks content consumption across thousands of B2B websites. | Sourcing first-party cooperative B2B intent data | 90.3 | Custom |
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| 4 | DemandbaseDemandbase acquired Engagio to strengthen its account based marketing and orchestration capabilities. | Combining advertising and intent data workflows | 88.0 | Custom |
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| 5 | CognismCognism guarantees high compliance with global data privacy regulations such as GDPR. | European and international mobile number prospecting | 85.7 | Custom |
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| 6 | TechTarget Priority EnginePriority Engine provides direct visibility into individual named researchers rather than just anonymous accounts. | Technology vendors targeting active IT buyers | 83.3 | Custom |
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| 7 | G2 Buyer IntentG2 intent data shows when accounts are viewing your specific product profile or competitor comparison pages. | Capturing software shoppers actively comparing competitors | 81.0 | Custom |
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| 8 | CapterraCapterra is part of the Gartner digital markets portfolio, giving it broad visibility into tech buyer intent. | Software vendors looking for directory-based leads | 78.7 | Custom |
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| 9 | LeadfeederLeadfeeder integrates directly with Google Analytics to reveal the companies behind anonymous web traffic. | Small to mid-sized businesses tracking website visitors | 76.3 | £139/month |
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| 10 | ClearbitClearbit was acquired by HubSpot in 2023 to enhance its inbound marketing and data capabilities. | Marketing automation enrichment and deanonymisation | 74.0 | Custom |
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How to choose
Start from what you need it for. Where each entry fits best:
- 6Sense (#1): Enterprise account based marketing and predictive analytics
- ZoomInfo Marketing (#2): Combining intent signals with direct contact details
- Bombora (#3): Sourcing first-party cooperative B2B intent data
- Demandbase (#4): Combining advertising and intent data workflows
- Cognism (#5): European and international mobile number prospecting
- TechTarget Priority Engine (#6): Technology vendors targeting active IT buyers
- G2 Buyer Intent (#7): Capturing software shoppers actively comparing competitors
- Capterra (#8): Software vendors looking for directory-based leads
- Leadfeeder (#9): Small to mid-sized businesses tracking website visitors
- Clearbit (#10): Marketing automation enrichment and deanonymisation
Each entry's full verdict is below.
The ranking, in detail
01

Account engagement platform
An account based orchestration platform that uses AI and intent data to help B2B organisations identify anonymous buyers and predict purchase intent.
From CustomBest for: Enterprise account based marketing and predictive analytics
PROS- Powerful predictive analytics
- Comprehensive account identification
CONS- Steep learning curve for new users
- High cost for smaller businesses
95.0
02

Modern go-to-market platform
A comprehensive go-to-market platform that integrates intent signals directly with a massive B2B contact and company database.
From CustomBest for: Combining intent signals with direct contact details
PROS- Massive integrated contact database
- Real-time intent alerts for sales reps
CONS- Contract terms can be rigid
- Pricing is relatively high
92.7
03

B2B demographic and intent data
A leading provider of B2B demographic and company-level intent data gathered from a proprietary cooperative of publishers.
From CustomBest for: Sourcing first-party cooperative B2B intent data
PROS- High quality publisher cooperative network
- Clear topic-based surge scores
CONS- Data is primarily company-level rather than contact-level
- Integration requires effort
90.3
04

Smart account engagement
An account based marketing platform that unites account intelligence, advertising, and intent data into a single solution.
From CustomBest for: Combining advertising and intent data workflows
PROS- Strong advertising execution tools
- Robust account-level insights
CONS- Platform can feel complex and bloated
- Implementation takes significant time
88.0
05

Sales intelligence platform
A sales intelligence platform providing phone-verified contact data alongside B2B intent signals powered by Bombora.
From CustomBest for: European and international mobile number prospecting
PROS- Excellent mobile phone number coverage
- Compliant data collection methods
CONS- Intent data relies on third-party integration
- Export limits apply on lower tiers
85.7
06

Purchase intent for technology sales
An intent-driven platform focused specifically on technology buyers researching enterprise software and hardware solutions.
From CustomBest for: Technology vendors targeting active IT buyers
PROS- Deep coverage of enterprise technology markets
- Named prospect contacts included
CONS- Niche focus primarily suited for tech companies
- Expensive annual commitments
83.3
07

Software marketplace and intent data
An intent data solution derived from software buyers actively researching and comparing products on the G2 review marketplace.
From CustomBest for: Capturing software shoppers actively comparing competitors
PROS- High intent signals from active software buyers
- Easy integration with CRMs and marketing automation
CONS- Limited to software and tech service categories
- Signals are restricted to the G2 ecosystem
81.0
08

Software reviews and buyer intent
A software review directory that offers vendor intelligence and intent data based on buyer category searches.
From CustomBest for: Software vendors looking for directory-based leads
PROS- Large volume of active software shoppers
- Pay-per-click lead generation model available
CONS- Less granular behavioral tracking than dedicated intent platforms
- High competition within software categories
78.7
09

B2B website visitor tracking
A website visitor tracking tool by Dealfront that identifies companies visiting your website and turns them into sales leads.
From £139/monthBest for: Small to mid-sized businesses tracking website visitors
PROS- Affordable entry point for smaller teams
- Quick and straightforward setup
CONS- Identifies companies rather than specific individuals
- Filtered traffic relies heavily on clean IP data
76.3
10

B2B data enrichment and intelligence
A data enrichment and IP tracking platform by HubSpot that helps companies identify anonymous website traffic and enrich records.
From CustomBest for: Marketing automation enrichment and deanonymisation
PROS- Real-time data enrichment APIs
- Seamless integration with HubSpot ecosystem
CONS- Pricing has shifted following the HubSpot acquisition
- Can be technical to configure advanced triggers
74.0
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Frequently asked questions
What is B2B intent data?
B2B intent data is information about the digital research habits of businesses, showing which companies are actively looking for solutions like yours by tracking content consumption, search queries, and website visits.
What is the difference between first-party and third-party intent data?
First-party intent data comes from interactions directly on your own properties, such as website visits and form fills. Third-party intent data tracks research behavior across external publisher sites, review platforms, and content networks.
How do sales teams use intent data?
Sales teams use intent data to prioritize outreach by reaching out to accounts showing a surge in relevant research topics before those accounts formally issue a request for proposal.
Sources
Where we checked each company's facts, and when.