None (2026)

Intent data providers partner with thousands of B2B publisher websites to track which companies are consuming content about specific topics. When a company researches a topic at a rate significantly above their historical baseline, the platform flags it as showing intent. The tracking typically uses IP-to-company mapping combined with cookie data and content categorization.

It depends on the provider and how you use it. Intent data works best as a prioritization layer on top of your existing ICP targeting. Using intent signals alone produces too many false positives. The most effective teams use intent data to prioritize outreach timing and messaging to accounts that already fit their ICP, rather than replacing their targeting criteria entirely.

Bombora is a pure intent data provider that sells topic-level surge scores via integrations with other platforms. 6sense is a full ABM platform that includes intent data alongside predictive analytics, audience building, and advertising. Bombora is simpler and cheaper if you just want intent signals. 6sense is the choice if you want an all-in-one ABM orchestration platform.

Standalone intent data from Bombora starts around $25,000-$40,000/year depending on topic volume and integrations. Full ABM platforms like 6sense and Demandbase range from $50,000-$200,000+/year for enterprise deployments. G2 and TrustRadius offer intent data from their review platforms at lower price points, typically $15,000-$30,000/year.

Intent data delivers the most value for companies with defined ICP criteria, an outbound sales motion, and enough pipeline volume to measure results. Teams with fewer than 5 reps or very niche markets often find the signal-to-noise ratio too low to justify the cost. If your total addressable market is under 5,000 accounts, the volume of intent signals may be too sparse to be actionable.