intent data tools

The Best Intent Data Tools & Providers for B2B Marketing

Intent data is becoming more and more popular in B2B SaaS marketing. Intent data providers use signals across the web to present you with information on companies in-market to buy. Here are some of the top B2B SaaS intent data providers for your consideration.

What is intent data?

Intent data in marketing refers to information collected from various sources that indicates the likelihood of a prospect or customer to engage in a particular behaviour or take a specific action. This data helps marketers understand the interests, preferences, and purchase intentions of their target audience, allowing them to tailor their marketing efforts more effectively.

The Most Popular B2B Intent Data Providers



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1. Bombara

Bombora was founded in 2014 by Erik Matlick and Mike Burton, two industry veterans with extensive experience in marketing and advertising technology. Recognizing the growing importance of intent data in B2B marketing, they set out to create a company that would revolutionize the way businesses identify and target their ideal customers.

Erik Matlick, serving as the CEO of Bombora, brought his deep knowledge of digital advertising and data-driven marketing strategies to the company. Prior to Bombora, Matlick co-founded several successful advertising technology companies and played a key role in shaping the industry.

Mike Burton, as the Chief Product Officer, contributed his expertise in software development and product management to the company. With a strong background in building scalable technology platforms, Burton played a crucial role in shaping Bombora's data-driven solutions.

Together, Matlick and Burton set out to build a platform that could capture and analyze massive amounts of data to provide insights into the interests and intent of businesses and professionals. Their goal was to enable marketers to make more informed decisions and effectively target their advertising and sales efforts.

Bombora's core offering is its proprietary data cooperative, which aggregates and analyzes intent data from a network of publisher partners and provides actionable insights to businesses. By tracking online behavior and content consumption patterns, Bombora's platform identifies businesses that are displaying specific purchase intent signals within their industry.

Since its founding, Bombora has rapidly grown to become a leading provider of B2B intent data solutions. The company has expanded its data cooperative and developed sophisticated algorithms and analytics to deliver accurate and actionable intent insights to its customers.

Today, Bombora's intent data is widely used by marketers, sales teams, and other professionals across various industries to identify potential prospects, personalize their marketing efforts, and improve overall business outcomes. With a strong focus on data privacy and compliance, Bombora continues to innovate and evolve its offerings to meet the changing needs of the B2B marketing landscape.

2. Zoominfo

ZoomInfo, originally founded as DiscoverOrg, was established in 2007 by Henry Schuck and Kirk Brown. The company emerged with a vision to provide comprehensive and accurate business information that could empower sales and marketing professionals to make informed decisions and drive growth.

Henry Schuck, the CEO of ZoomInfo, has been a driving force behind the company's success. With his entrepreneurial spirit and a keen understanding of the sales and marketing industry, Schuck has guided ZoomInfo's expansion and transformation into a leading provider of go-to-market intelligence.Kirk Brown, who initially co-founded DiscoverOrg with Schuck, played a vital role in developing the company's technology platform and data acquisition strategies. His expertise in data management and technology implementation has been instrumental in shaping ZoomInfo's robust database of business information.Under Schuck and Brown's leadership, ZoomInfo has continuously evolved its offerings and expanded its capabilities. The company has developed advanced technologies for data collection, aggregation, and verification, allowing them to provide accurate and up-to-date business information at scale.

ZoomInfo's core product is its comprehensive database of company and contact information. Leveraging advanced machine learning algorithms and data analytics, ZoomInfo gathers data from various sources, including public records, websites, and social media, to create detailed profiles of businesses and professionals.Over the years, ZoomInfo has grown organically and through strategic acquisitions, incorporating other leading data providers and technology companies into its portfolio. These acquisitions have allowed ZoomInfo to enhance its data coverage, expand into new markets, and provide additional services to its customers.Today, ZoomInfo is widely recognized as a trusted provider of B2B data and intelligence solutions. Its platform enables sales and marketing teams to identify and connect with their target audience, understand buyer behavior, and effectively engage prospects throughout the sales cycle.

With a strong commitment to data quality, privacy, and compliance, ZoomInfo continues to invest in technology innovation and data integrity to deliver accurate and actionable insights to its customers. The company's solutions are utilized by businesses of all sizes, ranging from startups to Fortune 500 companies, across various industries, enabling them to optimize their sales and marketing efforts and drive revenue growth.

3. Demandbase One

Demandbase was founded in 2006 by Chris Golec with a vision to transform the way B2B companies target and engage their customers. The company recognized the need for more precise and personalized marketing strategies in the business-to-business space.Chris Golec, the CEO and co-founder of Demandbase, brought his extensive experience in digital marketing and advertising technology to the company. With a background in developing innovative marketing solutions, Golec played a pivotal role in shaping Demandbase's strategic direction and product offerings.

Demandbase One, the flagship product of Demandbase, is a comprehensive account-based marketing (ABM) platform. It combines artificial intelligence (AI) technology, data analytics, and advertising capabilities to enable businesses to identify, engage, and convert their most valuable target accounts.The platform provides a wide range of features and tools that assist marketers in executing effective ABM campaigns. This includes account identification and selection, personalized content creation, targeted advertising across various channels, website personalization, and comprehensive analytics and reporting.

Demandbase's technology leverages a vast database of B2B company and contact information, along with firmographic and intent data, to deliver actionable insights and enable precise targeting. Through its AI-powered algorithms, Demandbase One helps marketers understand buyer behavior, prioritize accounts, and create personalized experiences that resonate with target audiences.Demandbase has expanded its offerings through strategic acquisitions and partnerships to provide a holistic ABM solution. This includes the integration of artificial intelligence and predictive analytics capabilities, as well as expanding into sales enablement and customer experience management.

The company has garnered recognition in the industry for its innovative approach to ABM and its ability to deliver measurable results for its customers. Demandbase serves a diverse range of clients, including enterprise-level organizations across various industries.Demandbase's commitment to data privacy and security is evident in its compliance with regulations such as GDPR and CCPA. The company prioritizes data quality, accuracy, and transparency to ensure its customers have access to reliable and actionable insights.As the ABM landscape continues to evolve, Demandbase remains at the forefront, empowering B2B marketers with the tools and intelligence they need to drive revenue growth, increase customer engagement, and achieve their marketing goals.

4. 6Sense

6sense was founded in 2013 by Amanda Kahlow and Viral Bajaria. The company was established with the goal of revolutionizing B2B marketing by providing advanced predictive intelligence and analytics solutions.Amanda Kahlow, the former CEO of 6sense, brought her expertise in data-driven marketing and her passion for transforming how businesses engage with their customers. With a strong background in technology and marketing, Kahlow played a pivotal role in shaping 6sense's vision and product strategy.

Viral Bajaria, the former Chief Technology Officer (CTO) of 6sense, brought his technical acumen and experience in building scalable platforms to the company. Bajaria played a critical role in developing the cutting-edge technology that powers 6sense's predictive analytics capabilities.6sense's core product is its AI-powered account-based orchestration platform. Using advanced machine learning algorithms and big data analytics, 6sense collects and analyzes vast amounts of data from various sources to provide actionable insights and predict buyer intent.

The platform helps B2B marketing and sales teams identify potential prospects, prioritize accounts, and deliver personalized and timely content throughout the buyer's journey. By understanding the behavior and intent of target accounts, 6sense enables businesses to engage with their prospects at the right time with the most relevant messaging.6sense's platform incorporates a comprehensive range of features, including account scoring, predictive segmentation, intent monitoring, content personalization, and campaign attribution. These capabilities allow marketers to align their efforts with buyer intent, optimize their marketing spend, and drive revenue growth.

Through its predictive analytics and real-time data, 6sense helps businesses uncover hidden opportunities and improve their sales and marketing effectiveness. The platform integrates with existing CRM and marketing automation systems to provide a seamless user experience and enable data-driven decision-making.6sense has been recognized for its innovative approach to B2B marketing and its ability to deliver results for its customers. The company serves a diverse range of clients across various industries, from small and medium-sized businesses to large enterprises.

Data privacy and security are top priorities for 6sense, and the company adheres to industry standards and regulations to protect customer data and ensure compliance.As the B2B marketing landscape continues to evolve, 6sense remains committed to providing cutting-edge predictive intelligence and analytics solutions that empower businesses to drive revenue growth, improve customer engagement, and achieve marketing success.

5. Clearbit

Clearbit was founded in 2011 by Alex MacCaw and Hiten Shah. The company was established with the mission to provide businesses with accurate and enriched customer data to fuel their marketing, sales, and customer service efforts.

Alex MacCaw, the former CEO of Clearbit, brought his expertise in software engineering and data analytics to the company. With a passion for leveraging data to drive business growth, MacCaw played a key role in developing Clearbit's technology platform and data acquisition strategies.

Hiten Shah, the former President of Clearbit, contributed his extensive experience in product development and marketing to the company. Shah played a vital role in shaping Clearbit's product offerings and go-to-market strategies.

Clearbit offers a suite of data enrichment and intelligence solutions that help businesses gain a deeper understanding of their customers and prospects. Their platform leverages a combination of public data sources, APIs, and machine learning algorithms to provide accurate and up-to-date information about companies and individuals.

Clearbit's data enrichment capabilities include firmographic data, such as company details, industry, employee count, and revenue, as well as demographic data, social media profiles, and technographic information. This enriched data enables businesses to personalize their marketing efforts, segment their target audience, and make data-driven decisions.

In addition to data enrichment, Clearbit provides solutions for lead generation, lead scoring, customer segmentation, and account-based marketing (ABM). These tools empower sales and marketing teams to identify high-potential leads, prioritize their efforts, and deliver relevant and personalized experiences to their target audience.

Clearbit's technology integrates seamlessly with popular CRM and marketing automation platforms, allowing businesses to enhance their existing workflows and systems with enriched data and actionable insights.

Clearbit has gained recognition in the industry for its high-quality data and user-friendly solutions. The company serves a wide range of customers, from startups to enterprise-level organizations across various industries.

Data privacy and security are paramount for Clearbit, and the company adheres to stringent security measures and compliance standards to protect customer data.

As the demand for accurate customer data continues to grow, Clearbit remains committed to helping businesses unlock the power of data to drive growth, improve customer relationships, and achieve marketing success.

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