B2B Intent Data Providers: Unveiling the Best in Class for 2024

April 23, 2024
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Streamlining your marketing and sales strategy requires the best B2B intent data providers in the market. Properly harnessed, intent data can unlock sales opportunities and enrich customer engagement. This article zeroes in on top providers, delineating their standout features and pricing plans, to facilitate your selection of an ideal partner for navigating the complex B2B intent landscape.

Quick Rundown: Top Picks for B2B Intent Data Providers

Navigating through the myriad of intent data providers can be a daunting task. Each provider offers unique features catering to diverse business needs - from AI-driven insights to strict data privacy compliance. To help you choose the right intent data software, here’s a brief overview of the top contenders in this field:

  • Best for De-anonymizing Web Traffic: Identity Matrix
  • Best for AI-Driven Insights: 6sense
  • Best for Comprehensive Database: ZoomInfo
  • Best for Integration Capabilities: SalesIntel
  • Best for Budget-Friendly Plans: UpLead

Each of these B2B intent data providers excels in a particular area, catering to distinct business requirements. The key is to align these standout features with your specific business objectives to select the right intent data provider.

Identity Matrix: The Identity Matcher

Price: Starting for free today.


  • De-anonymizes web traffic
  • Provides lead scoring


  • Unveils the exact identity of anonymous website visitors
  • Compliant with GDPR, CCPA, and other privacy laws


  • Pricing is not transparent

Identity Matrix revolutionizes the intent data landscape. It offers the following features:

  • Identifies the companies visiting your website
  • Uncovers the exact identity of the individuals, giving you a deep dive into your potential leads
  • Provides lead scoring, allowing your team to focus on high-intent, in-market leads
  • Adheres to all privacy regulations, guaranteeing ethical data usage.


  • Accuracy: 5/5
  • Compliance: 5/5
  • Price: 4/5

6sense: The AI-Powered Predictor

Price: Contact for Pricing


  • AI and Machine Learning Driven
  • Real-time buyer data insights


  • Predictive insights into buyer behavior
  • Aligns sales and marketing strategies


  • Pricing is not transparent

6sense leverages its advanced AI and machine learning capabilities to elevate predictive insights into buyer behavior. It refines marketing efforts and aligns sales and marketing strategies, ensuring you target high-potential accounts and contacts within the buying team. The real-time buyer data removes arbitrary lead scoring systems, paving the way for a more accurate understanding of a buyer’s position in the purchase journey. This focus on accounts exhibiting a high likelihood of conversion aids in building a high-quality sales pipeline.


  • Predictive Insights: 5/5
  • Sales and Marketing Alignment: 4/5
  • Price: 2/5

ZoomInfo: The Comprehensive Database Leader

Price: Contact for Pricing

Our comprehensive database offers global data coverage, ensuring that you have access to the most accurate and up-to-date information. By utilizing various data collection methods, we are able to provide a wide range of insights to help you make informed decisions.


  • Processes over 1.5 billion data points daily
  • Analyzed over 1.3 billion company profiles


  • Pricing is not transparent

ZoomInfo stands out with its extensive database, which includes:

  • Over 1.5 billion data points processed daily
  • Over 1.3 billion company profiles analyzed
  • Over 34 million company profiles globally
  • Over 200 million professional profiles from outside North America

This comprehensive database, sourced from diverse streams, ensures high-quality information, making ZoomInfo a leader in the field.


  • Database Size: 5/5
  • Global Coverage: 5/5
  • Price: 2/5

SalesIntel: The Integration Innovator

Price: Contact for Pricing


  • Integrations with leading CRM systems
  • Supports transfer of data into marketing automation platforms


  • Enhances efficiency and performance in sales and marketing tools
  • Facilitates easy export and utilization of contact and company data


  • Pricing is not transparent

If you’re a tech-savvy marketing and sales teams seeking efficiency and enhanced performance in your marketing and sales efforts, SalesIntel might be your perfect match. Its integration capabilities with leading CRM systems and marketing automation platforms streamline contact and company data management. By supporting the transfer of data into marketing automation platforms, SalesIntel’s data integration capabilities also extend to sales cadence tools, aiding in managing workflows and assignments.


  • Integration Capabilities: 4/5
  • Efficiency: 3/5
  • Price: 3/5

UpLead: The Budget-Friendly Powerhouse

Price: Starts from $99 per month

In today’s competitive market, utilizing a sales intelligence tool can greatly enhance your B2B data analysis and overall sales intelligence, providing valuable insights for your business growth.


  • Budget-friendly pricing plans
  • Offers key features like marketing automation and personalized marketing messages


  • Limited advanced features compared to higher-priced competitors

UpLead presents itself as an economical choice for businesses, with straightforward pricing plans starting from $99 per month. Despite its affordability, UpLead doesn’t compromise on key features, including:

  • Sales intelligence
  • B2B data
  • Marketing automation
  • Personalized marketing messages

This budget-friendly powerhouse is an excellent choice for businesses seeking high-quality service without breaking the bank.


  • Price: 5/5
  • Feature Set: 4/5

Deciphering the B2B Intent Data Landscape

Having examined the top contenders in the B2B intent data landscape, it’s time for a more in-depth analysis. B2B intent data captures potential buyers’ online activities, revealing their research behavior, interests, and purchasing readiness. This data is sourced from various digital properties and external websites.

In selecting a high quality intent data provider, key considerations include:

  • The accurate intent data to maintain company reputation
  • The freshness of the data, accommodating for the fast-paced market changes
  • Data providers that adhere to privacy regulations for ethical data usage
  • Minimizing the risks of data breaches through secure intent data handling

The ability to seamlessly integrate with existing systems and provide real-time insights are essential features that enable businesses to quickly identify and act on potential leads. Grasping these complexities of the B2B intent data landscape is fundamental for choosing the appropriate provider.

Matching Your Needs with the Right Provider

The selection of a suitable intent data provider necessitates aligning your business goals with the provider’s strengths. Consider factors such as:

  • Integration with marketing stacks
  • Customization options
  • Robust reporting capabilities
  • Pricing

For instance, SalesIntel’s integration capabilities might be an ideal fit for tech-savvy marketing teams, while UpLead’s budget-friendly plans might appeal to cost-conscious businesses.

Remember, an average B2B prospect is 67% through their purchase experience before engaging with a salesperson. This underscores the importance of timely and accurate buyer intent data. Hence, choosing providers offering substantial insights into consumer behavior within the sales funnel is critical.

Customer reviews also play a pivotal role in the selection process. They provide insights about the practical utility, features, and support of intent data tools, as well as third party data, aiding you in making informed decisions.

Ensuring Compliance and Ethical Data Use

While choosing an intent data provider, compliance with significant data privacy regulations like GDPR, CCPA, and HIPAA is indispensable. Intent data acquisition must be based on:

  • explicit consent
  • clear transparency
  • respecting user privacy
  • employing mechanisms that allow for easy opt-out.

Ethical first party intent data usage requires:

  • Non-invasive personalization based on intent signals
  • A clearly set retention period, after which the data is disposed of
  • Anonymizing data where appropriate to protect individual identities, while still providing valuable insights for B2B marketing.

Implementing comprehensive data governance policies and conducting regular education and training on privacy best practices are key to ethical data handling. Conducting due diligence on potential data providers to ensure they follow ethical data practices is vital to maintaining compliance and consumer trust.


To conclude, selecting the right B2B intent data provider involves careful consideration of a multitude of factors, from accuracy, freshness, and compliance, to integration capabilities, customization, and pricing. By understanding the intricacies of the B2B intent data landscape, aligning provider capabilities with business needs, and ensuring compliance with data privacy regulations, businesses can leverage intent data to refine their marketing strategies and effectively target potential customers.

Frequently Asked Questions

What is B2B intent data?

B2B intent data captures potential buyers' online activities, revealing their research behavior, interests, and purchasing readiness. This information helps businesses identify and prioritize leads effectively.

What are the key considerations when selecting an intent data provider?

When selecting an intent data provider, it's crucial to consider the accuracy, freshness of data, privacy regulations adherence, seamless integration, and real-time insights. These factors are essential for making an informed decision.

How does Identity Matrix stand out among intent data providers?

Identity Matrix stands out by de-anonymizing web traffic and uncovering the exact identity of anonymous website visitors, making it a unique offering in the intent data provider landscape.

What are the benefits of UpLead's budget-friendly plans?

UpLead's budget-friendly plans offer essential features such as sales intelligence, B2B data, marketing automation, and personalized marketing messages, despite being affordable.

How can businesses ensure compliance and ethical data use?

To ensure compliance and ethical data use, businesses should choose data providers that comply with privacy regulations, obtain data with explicit consent, establish strong data governance policies, and provide ongoing privacy training to their staff. This will help them uphold ethical standards and legal requirements.