11 Best Buyer Intent Data Tools for B2B Sales [2026]
Buyer intent data promises to reveal who's ready to buy. But which tools actually deliver for SDR teams?
B2B buyers complete 70% of their research before engaging with sales. By the time they fill out a demo form, they've probably already shortlisted vendors. Intent data tools help you find these buyers earlier — but not all intent data is created equal.
This guide compares the best buyer intent data tools in 2026, with real pricing, actual features, and honest assessments of what works for different team sizes.
Quick Comparison: Best Buyer Intent Data Tools
| Tool | Best For | Intent Type | Starting Price | Key Strength |
|---|---|---|---|---|
| MarketBetter | SMB-Mid SDR Teams | First-party + Playbook | $499/mo | Turns intent into action |
| ZoomInfo | Enterprise | Third-party + Database | $15,000/yr | Largest contact database |
| Bombora | Marketing Teams | Third-party | $30,000/yr | Deepest topic coverage |
| 6sense | Enterprise ABM | Multi-source | $50,000+/yr | AI predictions |
| Demandbase | Large ABM Teams | Account intelligence | $18,000+/yr | ABM orchestration |
| Cognism | European Expansion | Third-party + Contacts | Custom | GDPR compliance |
| G2 Buyer Intent | Software Companies | Review-based | $22,000/yr | High-intent signals |
| Warmly | SMB Visitor ID | First-party | $499/mo | Real-time identification |
| Leadfeeder | SMB Teams | First-party | $99/mo | Website analytics |
| Lead Forensics | Enterprise | First-party | Custom | B2B visitor tracking |
| Lusha | Individual Reps | Contact enrichment | Free-$52/user/mo | Browser extension |
What Is Buyer Intent Data?
Buyer intent data reveals which companies or people are actively researching solutions like yours. It captures behavioral signals — content consumption, search patterns, website visits — to identify in-market accounts before they contact vendors.
There are two main types:
Third-Party Intent Data Aggregates activity from publisher networks, review sites, and B2B research platforms. Shows which companies are researching topics related to your solution across the web.
First-Party Intent Data Tracks activity on YOUR website specifically. Shows which companies and people visited your site, what they looked at, and how engaged they were.
The key difference: Third-party tells you who's interested in your category. First-party tells you who's interested in you.
The Best Buyer Intent Data Tools in 2026
1. MarketBetter — Best for SDR Teams That Need Action, Not Dashboards
Most intent tools give you data. MarketBetter gives you a to-do list.
While other platforms dump intent signals into dashboards for you to interpret, MarketBetter turns visitor identification and intent signals into prioritized daily tasks. Your SDRs log in and see exactly who to contact, why, and how — with AI-generated outreach ready to personalize.
What Makes It Different:
The core insight: SDRs don't need more signals. They need to know who to call today.
MarketBetter identifies website visitors at the contact level (not just company), enriches them with firmographic and contact data, then uses AI to prioritize them based on engagement and fit. But instead of stopping at a "hot accounts" dashboard, it generates the actual SDR workflow:
- Daily Playbook — Prioritized task list for each rep
- Smart Dialer — Click-to-call with local presence
- AI Email Sequences — Hyper-personalized based on behavior
- Chat Handoff — Engage visitors in real-time
Key Features:
- Contact-level visitor identification (not just company)
- AI-prioritized daily task list
- Built-in dialer, email, and chat
- Intent signals from website behavior
- CRM sync (HubSpot, Salesforce)
Pricing: Starting at $499/month
Best For: B2B sales teams (3-20 SDRs) who want to turn website visitors into pipeline without juggling multiple tools.
Limitation: Relies on first-party data — you need website traffic for it to work.
2. ZoomInfo — Best for Enterprise Teams Needing Scale
ZoomInfo combines the industry's largest contact database with Bombora-powered intent data. If you need to prospect at scale AND want intent signals, it's the most comprehensive option.
What Makes It Different:
ZoomInfo owns the data. With 500 million contacts, 100 million company profiles, and native Bombora intent integration, you get intent signals with immediate access to decision-maker contact info. No need to match accounts to a separate database.
Key Features:
- 12,000+ intent topics from Bombora partnership
- 500M+ contact profiles with direct dials
- ZoomInfo Copilot for AI-powered insights
- Native CRM integrations
- Buyer intent + contact data in one platform
Pricing: Starting around $15,000/year (varies by seat count and data access)
Best For: Enterprise sales and marketing teams that need both massive contact data and intent signals.
Limitation: Expensive. The intent data is still company-level (you need to figure out which person to contact). Requires significant onboarding.
3. Bombora — Best Pure Intent Data (For Integrations)
Bombora is the 800-pound gorilla of third-party intent data. Most other intent providers (including ZoomInfo, 6sense, and Salesforce) actually license Bombora's data.
What Makes It Different:
Bombora operates the largest data cooperative in B2B — 5,000+ publisher sites sharing anonymous browsing behavior. Their "Company Surge" data identifies when research activity spikes above baseline levels for specific topics.
Key Features:
- 5,000+ B2B publisher network
- 12,000+ intent topics
- Company Surge scoring
- Integrates with most marketing/sales platforms
- 70% exclusive data not available elsewhere
Pricing: Starting around $30,000/year
Best For: Marketing teams doing ABM campaigns who want to integrate intent into existing tools. Not ideal for direct SDR use.
Limitation: Company-level only. No contact data. Requires separate outreach tools. Expensive for SMB.
4. 6sense — Best for Enterprise ABM with AI Predictions
6sense combines intent data with AI-powered predictions to forecast which accounts are in-market and what buying stage they're in.
What Makes It Different:
While most intent tools show you who's researching NOW, 6sense predicts who will be ready to buy SOON. Their AI aggregates signals from web activity, engagement, and firmographics to score and prioritize accounts automatically.
Key Features:
- Multi-source intent aggregation
- AI-powered account scoring
- Predictive buying stage identification
- ABM orchestration and advertising
- Deep Salesforce integration
Pricing: Starting at $50,000+/year (enterprise contracts)
Best For: Large enterprise marketing teams with sophisticated ABM programs.
Limitation: Extremely expensive. Complex implementation. Better for marketing than direct SDR workflow.
5. Demandbase — Best for Account-Based Marketing Platforms
Demandbase is a full ABM platform with intent data as one component. If you're running enterprise-level account-based programs across marketing and sales, it's a strong option.
What Makes It Different:
Demandbase integrates intent data into a complete ABM execution platform — advertising, web personalization, account identification, and sales intelligence in one. It's not just intent data; it's an entire go-to-market system.
Key Features:
- Real-time intent signals
- Account-based advertising
- Website personalization
- Sales intelligence dashboard
- Advertising + intent + engagement unified
Pricing: Starting at $18,000+/year (full platform pricing varies)
Best For: Enterprise marketing teams already committed to ABM strategy.
Limitation: Overkill if you just want intent data for SDR outreach. Expensive.
6. Cognism — Best for European Expansion
Cognism is a sales intelligence platform that combines Bombora intent data with a strong European contact database. If GDPR compliance is critical, Cognism leads the pack.
What Makes It Different:
Built for European markets first, Cognism offers phone-verified mobile numbers (Diamond Data) alongside intent signals. Their EMEA coverage is stronger than US-focused competitors.
Key Features:
- Bombora intent data integration
- Diamond Data (phone-verified mobiles)
- GDPR and CCPA compliant
- Strong EMEA coverage
- Sales Companion browser extension
Pricing: Custom (two tiers: Grow and Elevate)
Best For: B2B teams expanding into European markets or requiring strict data compliance.
Limitation: Weaker US coverage than ZoomInfo. Pricing not transparent.
7. G2 Buyer Intent — Best for Software Companies
G2's Buyer Intent data comes from actual software buyers researching on G2.com — the largest B2B software review site with 100,000+ companies and millions of monthly visitors.
What Makes It Different:
Unlike topic-based intent (someone read an article about CRM), G2 intent shows people actively comparing software products. If someone reads your G2 profile, views your competitors, or looks at your category — that's a genuine buying signal.
Key Features:
- Shows who viewed your G2 profile
- Competitor comparison signals
- Category-level research intent
- Integration with CRMs and sales tools
- High-intent signals (active product research)
Pricing: Starting at $22,000/year
Best For: Software companies with G2 profiles who want high-intent signals from active buyers.
Limitation: Only works for software categories covered on G2. Misses intent outside the G2 ecosystem.
8. Warmly — Best Budget Visitor ID with Real-Time Alerts
Warmly focuses on website visitor identification with real-time notifications. It's simpler than enterprise platforms but more accessible for SMB teams.
What Makes It Different:
Warmly captures website visitors and triggers instant alerts through Slack, email, or CRM. It adds basic enrichment and AI-powered outreach suggestions without the complexity of full ABM platforms.
Key Features:
- Real-time visitor identification
- Slack/email notifications
- AI chatbot engagement
- Basic orchestration
- Integrations with common tools
Pricing: Starting at $499/month
Best For: SMB teams wanting simple visitor identification without enterprise complexity.
Limitation: Doesn't provide the daily workflow structure of MarketBetter. See our detailed comparison →
9. Leadfeeder (by Dealfront) — Best Budget Option
Leadfeeder identifies companies visiting your website and shows their page views and engagement. It's one of the most affordable entry points into visitor identification.
What Makes It Different:
Simple and affordable. Leadfeeder connects to Google Analytics, identifies visiting companies, and lets you filter by behavior and firmographics. It won't build your playbook, but it gives you the raw data.
Key Features:
- Company-level visitor identification
- Google Analytics integration
- Lead scoring based on behavior
- CRM integrations (HubSpot, Salesforce, Pipedrive)
- Custom feeds and filters
Pricing: Free tier available; paid plans from $99/month
Best For: SMBs wanting basic visitor identification on a budget.
Limitation: Company-level only (no contact identification). You'll need a separate tool to find who to contact.
10. Lead Forensics — Best for Enterprise Visitor Tracking
Lead Forensics is an enterprise-grade website visitor identification tool with deep analytics and reporting capabilities.
What Makes It Different:
Strong visitor tracking with detailed engagement analytics. Lead Forensics excels at showing exactly what visitors looked at, how long they stayed, and what content engaged them most.
Key Features:
- Real-time visitor identification
- Deep engagement analytics
- Paid search keyword identification
- Portal for accessing lead data
- Enterprise reporting
Pricing: Custom pricing (enterprise focus)
Best For: Enterprise teams wanting detailed visitor behavior analytics.
Limitation: Expensive. Company-level identification. Heavy enterprise sales process.
11. Lusha — Best for Individual SDRs
Lusha is primarily a contact enrichment tool, but it now includes basic intent signals showing which companies are researching your solution category.
What Makes It Different:
Lusha's browser extension makes contact enrichment dead simple — find someone on LinkedIn, click the extension, get their email and phone. The intent layer is newer but adds account prioritization.
Key Features:
- Chrome extension for instant enrichment
- Basic intent data signals
- Contact database access
- CRM enrichment
- Simple UI
Pricing: Free tier; paid from $52.45/user/month
Best For: Individual SDRs or small teams needing quick contact enrichment with basic intent.
Limitation: Intent data is basic compared to dedicated providers. Better for enrichment than intent.
How to Choose the Right Intent Data Tool
Consider Your Team Size and Budget
| Team Size | Best Options | Budget |
|---|---|---|
| Solo SDR / Startup | Lusha, Leadfeeder | Under $100/mo |
| SMB (3-20 reps) | MarketBetter, Warmly | $500-$2,000/mo |
| Mid-Market | MarketBetter, ZoomInfo | $1,500-$5,000/mo |
| Enterprise | ZoomInfo, 6sense, Demandbase | $15,000+/year |
Consider Your Use Case
"I need my SDRs to know who to call today." → MarketBetter (turns intent into daily tasks)
"I need massive contact data with intent signals." → ZoomInfo (database + Bombora intent)
"I'm running enterprise ABM campaigns." → 6sense or Demandbase (full ABM orchestration)
"I need to see who's visiting my website." → MarketBetter, Warmly, or Leadfeeder (visitor ID)
"I need GDPR-compliant data for Europe." → Cognism (strongest EMEA coverage)
"I sell software and want high-intent signals." → G2 Buyer Intent (active software researchers)
The Real Question: Intent vs. Action
Here's what most intent data comparisons won't tell you:
Intent data shows you who might buy. First-party visitor data shows you who's already interested in YOU.
Someone researching "sales intelligence tools" on publisher sites might never visit your website. But someone who viewed your pricing page yesterday? They know you exist and wanted to learn more.
The best buyer intent strategy combines:
- Third-party intent for ABM targeting and early awareness
- First-party visitor data for high-intent outreach
- Action-oriented workflow so SDRs know what to do
That's why tools like MarketBetter that focus on turning visitor data into prioritized actions often outperform raw intent data dumps for SDR teams.
FAQ
What's the difference between intent data and visitor identification?
Intent data tracks research activity across the web (third-party). Visitor identification tracks activity on your website specifically (first-party). First-party is higher intent because they're looking at YOU, not just your category.
Is intent data worth it for small teams?
Depends on the tool. Enterprise platforms ($30K+/year) are hard to justify for SMBs. But affordable visitor identification tools ($500-$1,500/mo) can deliver strong ROI if your website gets traffic.
How accurate is buyer intent data?
Accuracy varies widely. Company-level identification is 90%+ accurate, but knowing which PERSON to contact is the hard part. Contact-level visitor ID tools like MarketBetter provide more actionable data.
Can I use multiple intent data sources?
Yes, but be careful about overlap and cost. Most enterprise tools (6sense, Demandbase) aggregate multiple sources internally. For SMBs, focus on one good tool rather than stitching together multiple data feeds.
Stop Chasing Signals. Start Working Leads.
Most intent tools tell you who's researching your category. MarketBetter tells you who visited your site, what they looked at, and exactly what to do about it.
Your SDRs don't need another dashboard. They need a daily playbook that turns visitor intelligence into meetings.
- Visitor identification at the contact level
- AI-prioritized daily tasks for every rep
- Built-in outreach — email, dialer, chat
- CRM sync so nothing falls through
Want to compare specific tools? See our head-to-head comparisons: