Intent Data Providers 2026: A Buyer's Guide

By Dale Brett, Founder & CEO, FL0. April 2026.

Intent data providers are vendors that tell B2B revenue teams which accounts (and sometimes which people) are actively researching a product category, a competitor, or a specific solution. The signal can come from your own site, from a partner like a software review site, or from a cooperative of thousands of publisher domains. Used well, it tells sales and marketing which accounts to prioritize this week rather than next quarter. At FL0, where we help B2B revenue teams act on in-market intent signals, we see this pattern constantly across the customers we work with.

This guide is written for B2B marketing, demand gen, RevOps, and sales leaders who are evaluating an intent data provider in 2026. It profiles fifteen named vendors, summarizes how the category is segmented, pulls in the most recent Forrester Wave results, and is explicit about what it cannot tell you, public pricing at the enterprise tier, audited revenue for private vendors, and a credible total addressable market number. Every claim below is linked back to a source. Where a source is partisan (a competitor writing about a competitor), it is labeled as such in line.

How we evaluated providers

This is a secondary-research buyer's guide, not an independent benchmark. The evaluation leans on four types of source.

1. Vendor primary sources: company websites, product pages, press releases, and IR filings. These are where HQ, founding, product scope, and funding rounds are confirmed. Example: ZoomInfo's FY2024 numbers come from its own investor relations release (ZoomInfo IR).

2. Analyst rankings: the most recent public analyst benchmark for the category is The Forrester Wave: Intent Data Providers For B2B, Q1 2025, which evaluated 15 providers across 21 criteria (Forrester listing page, Intentsify summary). Forrester also publishes public guidance on how to evaluate intent data providers (Forrester blog).

3. Third-party pricing and review aggregations: enterprise intent pricing is not published, so where a price appears in this guide it is traced to an aggregator such as Salesmotion or Warmly. Warmly is a competitor of several vendors in this guide and is labeled partisan in line.

4. User-review sites: G2 review patterns are used to summarize recurring user complaints (G2 6sense Revenue Marketing reviews).

What this guide deliberately does not include: market size, audited revenue for private vendors, and any statistic that could not be traced to a primary source in the research pass. The Limitations section at the end spells out exactly what was dropped and why.

Categories of intent data providers

The standard taxonomy for intent data is first-party, second-party, and third-party. It matters because each type has a different privacy profile, a different funnel position, and a different integration shape.

• First-party intent is activity on properties you own: form fills, page views, repeat visits to high-intent URLs, content downloads, demo requests, chat, and email engagement. Anonymous visits can be reconnected to accounts via IP or identity vendors (FullEnrich, Intent Data Types, Foundry, 1P vs 3P Intent).

• Second-party intent is first-party data from another business shared with you. In B2B this is dominated by software review sites such as G2 and TrustRadius, and is sometimes called "downstream intent" because review-site visitors are lower in the funnel than blog readers (TrustRadius, 3 types of intent).

• Third-party intent is aggregated content consumption collected across thousands of B2B sites via a cooperative or ad network. The provider maps consumed content to a topic taxonomy and flags accounts whose consumption surges above baseline. The canonical example is Bombora's Company Surge, which spans a cooperative of 5,000+ B2B publisher sites organized into a 20,100+ topic taxonomy (Bombora, Our Data).

The cleanest way to think about signal source type is by mechanism. Content-consumption topic surges come from providers like Bombora, Demandbase, and 6sense. Streaming web activity with device-keyword pairings is the signature of ZoomInfo Streaming Intent, which came out of the Clickagy acquisition in 2020 (ZoomInfo press). Review-site category, competitor, and pricing page views are G2 Buyer Intent (G2 docs) and TrustRadius Downstream Intent. Technographic and tech-install change signals originated at Slintel, now part of 6sense (6sense press). Hiring, funding, job postings, and news triggers are the LeadSift model now inside Foundry (Foundry press), and are also the mechanism behind Hunter Signals (Hunter) and Salesmotion (Salesmotion). First-party visitor de-anonymization is the KickFire model, now part of Foundry (Foundry press). Publisher opt-in prospect-level buying-group data is what Informa TechTarget Portal sells (Informa TechTarget).

The 15 providers

Bombora

Bombora is headquartered in New York at 419 Park Ave South, 12th Floor, with a secondary office in Reno, Nevada (Built In NYC). It was founded in 2014 (Wikipedia).

Bombora sits firmly in the third-party category. Its core asset is a consent-based Data Cooperative sourced from more than 5,000 B2B publisher websites, which captures signals from roughly 4.9 million unique domains via about 16.6 billion monthly interactions. 86 percent of the co-op's data is shared exclusively with Bombora, and raw content is organized via NLP into a taxonomy of more than 20,100 B2B topics (Bombora, Our Data). The differentiator is less the raw pipe and more that Bombora created and trademarked the term Company Surge, which has become industry shorthand for third-party intent (Bombora intent product page).

Major B2B publishers including Fortune, Bloomberg, Inc., and Fast Company are listed on Bombora's site as Data Co-op publisher members (these are contributors to the cooperative, not customers) (Bombora, Our Data). Pricing is not published on Bombora's site. Criticisms flagged by third-party reviewers are that the data is topic- and account-level rather than contact-level, and that surge scoring can lag real-time activity (Influ2 review of Bombora, partisan: Influ2 sells adjacent ABM advertising products).

6sense

6sense is headquartered in San Francisco (Tracxn profile) and was founded in 2013 by Viral Bajaria, Premal Shah, and Amanda Kahlow. It has raised $426M total, with the most recent round a $100M debt round in June 2023 at a reported valuation of roughly $5.2B (Sacra).

6sense is a predictive, AI-driven ABM and intent platform. Its current shape came from three acquisitions: Fortella in August 2021, Slintel on October 5, 2021 for technographic, buyer intelligence, and contact data, and Saleswhale in January 2022 for AI conversational marketing (6sense newsroom, Crunchbase acquisition, ContentGrip). Slintel at the time of acquisition tracked 250M B2B profiles, 100M decision makers, and 50M B2B emails. The differentiator is combining first-party web de-anonymization with third-party intent and a predictive model that stages accounts into a buying journey known as 6QA. In late 2025 6sense launched autonomous AI Email Agents and Connected TV targeting (6sense platform page).

6sense was named a Leader in The Forrester Wave: Intent Data Providers For B2B, Q1 2025 (6sense press). Pricing is not public. A third-party aggregator reports a median observed annual contract of about $58,950 with a range of $10,621 to $154,859, mid-market deals monitoring 5,000 to 10,000 accounts typically falling between $60,000 and $100,000 per year, and full enterprise deals in the $100,000 to $300,000+ range (Warmly, partisan: Warmly is a competitor). Recurring G2 complaints include a steep learning curve, account-level rather than contact-level targeting, inaccurate email and phone data in some records, buying-stage misclassification, and limited segment export to Google Ads and LinkedIn Ads (G2 6sense Revenue Marketing reviews).

Demandbase

Demandbase is headquartered in San Francisco and was founded in 2006 by Chris Golec (Demandbase, About). It is an account-based GTM platform with both first- and third-party intent.

The current Demandbase data asset came together in 2021 when it acquired InsideView and DemandMatrix to build the Demandbase Data Cloud, which combines firmographics, technographics, intent, account identification, and contact data (Demandbase press release). Demandbase Intent (proprietary, first-party) is included with all platform seats; third-party intent from Bombora, G2, and TrustRadius is available via separate integrations, and the Bombora feed requires a separate paid license (Salesmotion, Demandbase Pricing).

Demandbase was named a Leader in The Forrester Wave: Intent Data Providers For B2B, Q1 2025 (6sense press citing Forrester leaders). Pricing is not published; third-party reports describe starting contracts around $24,000 per year, a median annual contract of roughly $65,000, full enterprise deals in the $100,000 to $300,000+ range, onboarding fees commonly around $29,000, and minimum annual contracts that often run two to three years (Salesmotion, Demandbase Pricing). The differentiator is tight bundling of intent, ad targeting, site personalization, and sales intelligence for enterprise ABM.

ZoomInfo

ZoomInfo is headquartered in Vancouver, Washington, and is publicly traded on NASDAQ as ZI. Its intent product is Streaming Intent, launched after it acquired Clickagy on October 15, 2020. Clickagy was founded in 2013 and based in Atlanta. Intent is collected from more than 300,000 publisher domains with approximately 6 trillion keyword-to-device pairings per month (ZoomInfo press release).

As of its FY2024 results, ZoomInfo reported GAAP revenue of $1,214.3M, 35,000+ total customers, 1,867 customers with $100k+ ACV as of December 31, 2024, and net revenue retention of 87 percent (ZoomInfo Q4/FY2024 press release). The differentiator versus topic-based providers is real-time streaming intent rather than the typical weekly batch, tightly coupled with ZoomInfo's contact and firmographic database. Pricing is not public and is sold in tiered packages (Copilot, Advanced, Elite) historically under annual contracts.

Cognism

Cognism is headquartered in London and was founded in 2015 (Cognism, EMEA B2B Data blog). It is a sales intelligence and contact database with embedded intent rather than an intent platform in its own right.

In March 2021 Cognism announced a partnership to embed Bombora Company Surge intent data directly into its database. At the time of the press release Bombora described its co-op as around 4,000 sites; Bombora's own site now states 5,000+ (Cognism press release). The differentiator is a GDPR-compliant EMEA contact database with embedded third-party intent and phone-verified mobile numbers. Pricing is not public and is quoted case by case.

Apollo.io

Apollo is a sales engagement and prospecting platform with a buying intent module layered on top. It sources intent via partnerships with Bombora and LeadSift (a Foundry company). Apollo exposes more than 14,000 intent topics from Bombora and more than 1,600 from LeadSift, and when both providers score the same topic Apollo keeps the higher score (Apollo, Buying Intent Overview).

Apollo is one of the few vendors in this guide with fully published pricing and with intent bundled even in the free plan. Topic caps per plan are: Free with 1 topic, Basic at $49 per user per month with 6 topics, Professional at $79 per user per month with 8 topics, and Organization at $119 per user per month with up to 12 custom topics. Intent is refreshed weekly (Apollo pricing). The differentiator is the cheapest published access to Bombora-powered intent, packaged with a contact database and an outbound sequencer.

G2 Buyer Intent

G2 Buyer Intent is second-party, downstream intent data from a software review site. Its signal sources are all G2's own property: G2 Profile Visits, Sponsored Content Visits, Category Page Visits, Competitor Page Visits, and Alternative Page Visits (G2 Buyer Intent docs, Buyer Intent Data Reference). The differentiator is lower-funnel signal: visitors on a review site are literally comparing or evaluating software categories and competitors. G2 ships native connectors to Demandbase, Pipedrive, and others (G2 docs).

TrustRadius

TrustRadius is the other major second-party downstream intent provider. Its signal comes from first-party traffic to TrustRadius reviews, pricing pages, demo views, and competitor comparisons (TrustRadius, Downstream Intent Data product page). TrustRadius publicly states that it does not model in traffic from other sites into its intent data; this positioning is on a TrustRadius-owned page and should be read as a self-description from a partisan source. The activation path includes a Salesforce AppExchange connector (Salesforce AppExchange listing).

Informa TechTarget (Priority Engine / Portal)

Informa TechTarget is first-party intent data from an owned publisher network. The corporate entity was formed by the merger of Informa Tech and TechTarget, which completed after shareholder approval (MarTech). Priority Engine is being consolidated into Informa TechTarget Portal, and existing Priority Engine customers get access to the equivalent Portal modules (Informa TechTarget Portal page).

The scale claim is 32M opt-in active buying-group members fueling prospect-level intent, and in September 2025 the company announced a 41 percent expansion of its proprietary intent data (BusinessWire, 41% expansion). The differentiator is first-party, opt-in, prospect-level (not just account-level) intent on tech and IT buyers from owned publications. Informa TechTarget was named a Leader in The Forrester Wave: Intent Data Providers For B2B, Q1 2025 (BusinessWire).

FL0

FL0 is an AI revenue engine for B2B teams, headquartered in Sydney, Australia. It was named Sydney Young Startup of the Year in 2021. Its category position is adjacent to the classic data pipes in this guide, it is not a co-op, a review-site publisher, or a predictive ABM platform. FL0 identifies in-market buyers from real-time intent signals and acts on them automatically to drive pipeline, which places it closer to the signal-plus-orchestration layer than to the underlying data-feed vendors. More on the company at fl0.com.

Foundry (formerly IDG Communications)

Foundry Intent is a combined first- and third-party intent product built from a publisher network and a pair of acquisitions. In September 2021 Foundry (then IDG Communications) acquired KickFire, a cookieless visitor-ID and de-anonymization provider (Foundry press release). In December 2021 Foundry acquired LeadSift, which mines third-party signals from the public web, social, events, hiring, and tech installs; by October 2022 LeadSift had been merged into Foundry Intent (Foundry press release). Foundry launched contact-level B2B intent globally in October 2022 (GlobeNewswire, Foundry contact-level intent).

Buyer note: Foundry's corporate path is unsettled. 2024 reporting indicates Foundry was exploring a sale (A Media Operator), and buyers should factor that into procurement.

Intentsify

Intentsify is headquartered in Westwood, Massachusetts, and was founded in 2018 by Marc Laplante, Mike Kelly, Ed Laplante, and Eric Belcher (PitchBook profile, Intentsify press release). It has taken a strategic private equity investment from BV Investment Partners (BV Investment Partners press). Intentsify appeared on the Inc. 5000 in 2023, 2024, and 2025.

The category position is signal aggregator and activation platform: Intentsify stacks multiple intent feeds and validates signals across sources rather than owning a single data pipe. In The Forrester Wave: Intent Data Providers For B2B, Q1 2025, Intentsify was named a Leader with the highest overall Current Offering score and the highest possible score in 12 of 21 categories (Intentsify, Forrester Wave page).

Anteriad (formerly MeritB2B / True Influence)

Anteriad is a full-funnel B2B marketing and intent platform. The corporate history is useful for understanding its intent asset: MeritB2B acquired True Influence in November 2021, which is where most of its intent signal technology came from, and then rebranded the combined company to Anteriad in March 2022 (Anteriad press release, Rebrand announcement). The differentiator is combining data, identity resolution, and intent with demand-generation and ABM media execution inside a single company rather than stitching several vendors together.

LeadSift (now inside Foundry)

LeadSift is worth calling out separately because it shows up as a dependency inside other vendors' products. LeadSift's signal mining model (public web, social, events, hiring, tech installs) was acquired by Foundry in December 2021 and merged into Foundry Intent by October 2022 (Foundry press release). Apollo also exposes roughly 1,600 LeadSift topics as part of its buying intent module (Apollo, Buying Intent Overview). If you license LeadSift topics via Apollo and Foundry intent separately, understand you are paying for two activations of the same underlying signal source.

Hunter.io, Signals

Hunter Signals is a lightweight trigger-event and signal product layered on top of Hunter's email-finder database. Hunter's own Signals page describes the product as surfacing intent from job postings and funding-round news aggregated from multiple data sources (Hunter Signals page). It is narrower in scope than a classic topic-based intent platform: it is a prospecting add-on, not an ABM data cloud.

Salesmotion

Salesmotion positions itself as a trigger-event and account intelligence platform rather than a topic-based third-party intent vendor. According to its own content, it tracks real-world trigger events such as news, earnings, hiring, and funding instead of topic-based surge scoring (Salesmotion, What Is Intent Data). Salesmotion also publishes one of the most detailed public aggregations of enterprise intent pricing in this guide (Salesmotion, Intent Data Providers pricing breakdown). Founding year, HQ, and founder could not be independently verified in the research pass and are therefore not stated.

Comparison table

How buyers actually choose

Forrester's public guidance on evaluating intent data providers uses 21 criteria across current offering, strategy, and market presence, with sub-criteria that include data sources, taxonomy breadth, scoring methodology, and activation (Forrester, How To Evaluate Intent Data Providers, Forrester listing page). Those four sub-criteria are a reasonable minimum spec for any RFP.

Compliance and consent come up first in vendors' own buyer-education material. Bombora's own explainer positions privacy and consent as the first filter a buyer should apply (Bombora, privacy, compliance & consent). That is self-serving but also correct: if you cannot explain how the data was collected and how consent was captured, you cannot defend its use to your privacy team.

G2 review patterns point to a practical second tier of evaluation criteria: CRM sync reliability, whether the product supports contact-level targeting or only account-level, whether audience segments can be exported cleanly to Google Ads and LinkedIn Ads, buying-stage accuracy, and ease of onboarding. These are the recurring themes in 6sense user complaints on G2 and double as a useful reference check for any enterprise intent vendor (G2 6sense Revenue Marketing reviews).

The third practical criterion is pricing transparency, and in the enterprise tier it is effectively nonexistent. Bombora, 6sense, Demandbase, ZoomInfo, and Cognism all require custom quotes per third-party pricing reviews (Salesmotion, Intent Data Providers pricing breakdown). Buyers should plan for a procurement cycle that includes at least one aggregator-informed benchmark and multiple-year contract terms.

2024 to 2026 trends

Google's July 2024 announcement that it will not fully eliminate third-party cookies and will instead give users a choice reset the urgency around cookieless intent without changing the direction of travel toward first-party data (Secure Privacy, Chrome 3P cookies 2025). Privacy law pressure on B2B continues regardless: GDPR applies to business contact data that can identify an individual, and fines can reach 20 million euros or 4 percent of global revenue, whichever is higher (Sanguine, 2025 compliance guide).

The industry narrative continues to move toward first-party intent as the foundation for privacy-first GTM (iTech Series, First Party Intent Data for B2B Success 2025). On top of that, generative AI is entering the buying journey itself. In May 2024 Forrester reported that 95 percent of B2B buyers plan to use generative AI in at least one area of a future purchase, and over half said it led them to consider more or different vendors (Forrester, Keywords to Context blog). Forrester has also argued that conversations across answer engines, websites, and databases themselves become a new signal source for revenue marketing.

The final trend is autonomous action on top of intent. In late 2025 6sense launched autonomous AI Email Agents that action the entire email lifecycle off the intent buying stage, and added Connected TV targeting (6sense platform). Expect more of the category to ship agentic execution on top of the same signal pipes over the next 12 to 18 months.

One structural pattern is worth naming. The category has consolidated hard over the last four years via three moves: sales intelligence databases absorbing pure-play intent shops (ZoomInfo plus Clickagy, Demandbase plus InsideView and DemandMatrix, 6sense plus Slintel); B2B publishers absorbing intent startups (Foundry plus KickFire and LeadSift, Informa plus TechTarget); and PE rollups around full-funnel data plus demand gen (Anteriad, Intentsify). Buyers should ask every vendor which intent pipe in their stack is owned versus licensed versus acquired, and what happens to that pipe under a change of control.

How FL0 approaches the intent data landscape

FL0 is built as an AI revenue engine focused on one problem, identifying B2B accounts that are in-market right now and acting on that intent before competitors notice. It is not a replacement for the data pipes profiled above, it sits one layer up, at the intersection of signal capture and automated execution. Where Bombora and Foundry own large data cooperatives, and where 6sense and Demandbase sell predictive ABM workflows on top of those pipes, FL0's posture is different. It focuses on real-time buyer signals surfaced from first-party sources, and then moves from signal to outbound action automatically, rather than handing off a list to a human rep to manually work.

FL0 is headquartered in Sydney, Australia, and was named Sydney Young Startup of the Year in 2021. For buyers mapping the 2026 provider landscape, the practical way to think about FL0 is less "another vendor in the fifteen" and more "the action layer that sits on top of whichever data pipe a revenue team already trusts." Teams that have already licensed Bombora, G2, or Informa TechTarget signal, and that are now asking how to actually act on it at the speed the buyer moves, are the core use case. Teams at the earlier stage, still choosing between classic data cooperatives, should read this guide's vendor profiles first and revisit the orchestration layer once they have a feed to act on. More at fl0.com.

Limitations of this guide

Buyers should read this guide knowing exactly what it cannot tell them.

1. No public TAM. This guide does not state a market size for intent data. The research pass did not surface a credible headline figure from Gartner or Forrester in public results; those reports are paywalled, and their public pages name Leaders rather than market size. Any TAM quoted in a competing blog post without a direct paywalled-report citation should be read with suspicion.

2. Partisan sources flagged. Several data points in this guide come from sources that compete with the vendors they describe. These are labeled in line, Warmly in 6sense pricing, Influ2 on Bombora limitations, and TrustRadius on its own positioning versus G2. Buyers should weight partisan claims accordingly.

3. Ratings move. The Forrester Wave: Intent Data Providers For B2B, Q1 2025 (Forrester listing page) is the most recent public benchmark. Leader positions will shift by the next Wave. Do not treat a 2025 Leader badge as an evergreen truth.

4. Enterprise pricing is opaque. Every pricing number in this guide outside of Apollo's published pricing page is sourced from a third-party aggregator, not the vendor. Actual list prices are not published. Expect a custom quote, multi-year terms, and material onboarding fees.

5. Private vendor revenue and headcount are not stated. Public, audited revenue, customer count, and headcount were only reported here for ZoomInfo because it is the only public company in the set.

6. Dropped statistics. Widely quoted statistics such as "97 percent of B2B marketers" or "91 percent of marketers use intent data for ABM" were removed from this draft because they trace to a secondary aggregation rather than a primary study. They may be accurate; the research pass could not trace each one back to its original source in time to publish responsibly.

7. One unverified vendor field. Salesmotion's founding year, HQ, and founder could not be independently verified in the research pass and are therefore not stated in its profile.

FAQ

What is intent data? Intent data is behavioural data that indicates an account or person is actively researching a product category, competitor, or solution. It is categorised as first-party (your own properties), second-party (shared first-party data from a partner, typically a software review site), or third-party (aggregated consumption across thousands of B2B sites via a cooperative or ad network). See Foundry and TrustRadius.

Who were the Leaders in the most recent Forrester Wave for intent data? In The Forrester Wave: Intent Data Providers For B2B, Q1 2025, the named Leaders were Intentsify, 6sense, Bombora, Informa TechTarget, and Demandbase. Fifteen providers were evaluated across 21 criteria (Intentsify summary, Forrester listing page).

What is the difference between Bombora and 6sense? Bombora is a third-party data cooperative whose core product is topic- and account-level Company Surge scoring over a 5,000+ publisher co-op and 20,100+ topic taxonomy (Bombora). 6sense is a predictive ABM platform that combines first-party web de-anonymization, its own third-party intent, Slintel technographics, and a model that stages accounts into a 6QA buying journey (6sense platform page). Many 6sense deployments consume Bombora signal as one input among several; Bombora is a data pipe, and 6sense is a platform on top of data pipes.

Is intent data GDPR-compliant? It depends on the provider and the signal. GDPR applies to business contact data that can identify an individual, and fines can reach 20 million euros or 4 percent of global revenue, whichever is higher (Sanguine). Vendors that describe their data as consent-based cooperative, opt-in, or publisher-network first-party should be able to show you the consent flow end-to-end. Bombora frames privacy and consent as the first buyer filter on its own explainer page (Bombora).

What does intent data actually cost? At the SMB and prosumer end, Apollo publishes intent tiers from free up to $119 per user per month (Apollo pricing). In the enterprise tier nothing is published. Third-party aggregators describe 6sense deals in a $10k to $155k range with a median around $58,950, and Demandbase deals starting around $24k with a median around $65k and enterprise deals from $100k to $300k+; both vendors typically lock in multi-year terms (Warmly, partisan, Salesmotion). Bombora, ZoomInfo, and Cognism are quote-only in all public aggregations (Salesmotion).

How does generative AI change intent data in 2026? Two shifts matter. First, buyers themselves are using generative AI inside the purchase process: 95 percent of B2B buyers plan to use generative AI in at least one area of a future purchase, and over half say it led them to consider more or different vendors (Forrester). Second, vendors are shipping agentic execution on top of intent signals: 6sense launched autonomous AI Email Agents in late 2025 that action the entire email lifecycle off intent stage (6sense).

How does FL0 fit into this landscape? FL0 is an AI revenue engine for B2B teams headquartered in Sydney, Australia. It is not a head-to-head replacement for a classic data cooperative, a review-site intent feed, or a predictive ABM platform. It sits above those pipes, identifying in-market buyers from real-time signals and acting on them automatically, which puts it in the signal-plus-orchestration layer rather than the raw intent-data layer. Teams that already license a data pipe and need a faster path from signal to outbound action are the canonical fit. More at fl0.com.

What is the most recent major consolidation move in the category? Informa Tech and TechTarget merged to create Informa TechTarget, and Priority Engine is being consolidated into the Informa TechTarget Portal product with existing Priority Engine customers getting equivalent Portal module access (MarTech, Informa TechTarget Portal page).

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