Best Intent Data Providers in 2026, Compared

Choosing between intent data providers comes down to where each one's signals come from. Bombora is the default for third-party topic intent, 6sense and Demandbase bundle intent into full ABM platforms, Informa TechTarget and G2 sell signals from their own audiences, and Leadfeeder or HubSpot cover first-party website visitors for far less money.

This guide compares ten providers on four things that decide whether intent data pays off: how the data is collected, whether it names accounts or people, what it costs as of October 2026, and which team it suits. Three of them changed name or owner in the last two years, so check the status notes before you sign.

Which intent data providers are worth a look in 2026?

Ten providers cover almost every buying situation, from a free website-visitor tier to six-figure ABM contracts. Pricing below is as of October 2026. Where a vendor does not publish prices, we show the median contract value Vendr reports from its buyer transactions, which is a real-deal benchmark, not a list price.

Provider	Data source type	Signal level	Best for	Pricing (as of Oct 2026)
Bombora	Publisher data co-op	Account	Raw third-party topic intent to feed other tools	Custom, not published. Vendr median $25,000/yr
6sense	Multi-source network (websites, review sites, publications, search) plus your first-party data	Account, with buying-committee views	Mid-market and enterprise ABM with predictive stages	Custom, not published. Vendr median $62,220/yr
Demandbase	Bidstream via its own DSP, plus partner intent (Bombora, G2, TrustRadius) and first-party data	Account	ABM teams that run display ads on in-market accounts	Custom, not published. Vendr median $68,591/yr
ZoomInfo	Multi-source: content consumption, bidstream-scale device data, IP-to-org mapping	Account, with contacts inside it	Teams already buying ZoomInfo contact data	Custom, not published. Vendr median $33,500/yr (whole platform)
Informa TechTarget	Owned tech media network	Person (Prospect-Level Intent)	Vendors selling to enterprise IT buyers	Custom, not published. Vendr median $95,292/yr (all TechTarget products)
G2 Buyer Intent	Review sites (G2, Capterra, Software Advice, GetApp)	Account	Software vendors with an active G2 profile	Custom, not published. Vendr median $28,000/yr (all G2 products)
TrustRadius (HG Insights)	Review site	Account	Software vendors who want review-site intent without modeled traffic	Custom, not published
Intentsify	Aggregated multi-source intent plus identity data	Account and buying group	Demand gen teams that buy intent with media and leads	Custom, not published
HubSpot Buyer Intent (Clearbit)	First-party reverse IP, HubSpot's 200,000+ site ecosystem, Bombora Company Surge	Account	Teams whose CRM is already HubSpot	HubSpot Credits: 10 credits per company per month for intent signals
Leadfeeder (formerly Dealfront)	First-party website visitor IP	Account, with contacts on higher plans	SMB and European teams starting with their own site	Free Lite plan; paid from €79/month (annual)

Apollo and Cognism also resell Bombora intent inside their contact databases. They are covered under Bombora below because the signal is the same.

Where does intent data actually come from?

Intent data comes from one of four collection methods, and the method matters more than the brand name. For the full definition and how surge scores work, see our guide on what intent data is. The short version:

1. Data co-ops: publishers agree to place a tag on their sites and share anonymized consumption data. Bombora is the main example.
2. Bidstream: metadata from programmatic ad auctions, which reveals what pages a device was about to see an ad on. Huge coverage, noisier signal.
3. Owned media and review sites: the vendor sees research on its own properties. Informa TechTarget, G2 and TrustRadius work this way.
4. First-party website visitors: reverse-IP lookup on your own site. Leadfeeder and HubSpot's visitor tab work this way.

Platforms such as 6sense, Demandbase and ZoomInfo blend several of these. Blending widens coverage but makes it harder to see why a specific account surged.

The intent data providers, one by one

Bombora: the co-op that half the market resells

Bombora is the best pick if you want raw third-party intent to pipe into your own CRM, ABM platform or warehouse. It runs a data co-op of "thousands of trusted and influential publishers, brand sites, and premium data providers," and says 86% of that co-op data is shared exclusively with Bombora for deriving intent. Its Company Surge product covers 25,300+ intent topics across 5M+ company domains and 16B+ monthly events, according to its homepage.

Signals are account level. Bombora tells you that a company's research on a topic jumped above its normal baseline, not which person read what.

Pricing is not published. Vendr reports a median contract of $25,000 a year across 35 purchases, with most deals between $13,000 and $80,450.

You can also buy Bombora indirectly. Apollo gives free users 1 Bombora topic, Basic and Professional users 6, and Organization users 12, according to Bombora's integration page. Cognism includes Bombora Company Surge in its Pro plan. HubSpot added Company Surge as a native intent signal in August 2026, with HubSpot auto-selecting up to 12 topics. If 6 to 12 topics cover your category, these bundles are far cheaper than a direct Bombora contract.

Pick Bombora direct when you need dozens of topics, API delivery, or the same signal across several tools. Skip it if you want a platform that also tells reps what to do next.

6sense: intent inside a predictive ABM platform

6sense is the better choice for teams that want intent, account scoring and buying-stage predictions in one product. It describes its Signalverse network as aggregating data "across thousands of websites, B2B content networks, review sites, industry publications, and search engines," combined with your own first-party signals. Intent is tracked at keyword level, and the output is account level with a view of the buying committee.

6sense does not publish prices. Its pricing page lists Sales Intelligence packages with data credits and predictive AI, and routes every option to a demo. Vendr reports a median contract of $62,220 a year across 386 purchases, and says enterprises tracking more than 15,000 accounts typically pay $250,000 to $400,000 or more.

The trade-off is opacity. Because signals are blended and modeled, it is harder to audit why an account moved to "Decision" stage. We go deeper on whether that is worth the cost in do you need 6sense in 2026.

Demandbase: bidstream intent wired into ads

Demandbase is the better pick when your ABM program runs on display advertising. Its native intent comes from direct bidstream access through its own B2B demand-side platform. Demandbase's intent page lists 865K+ intent keywords and support for 133 languages, and its 2026 intent data guide cites visibility across 1M+ publishers and roughly 1 trillion monthly B2B interactions.

It layers in partner intent, importing Bombora Company Surge, G2 and TrustRadius signals, plus your first-party web and CRM data. You can build unlimited keyword sets for your products or competitors.

Because Demandbase owns the DSP, an account that surges on your keywords can move straight into an ad audience. Few other providers close that loop natively.

Pricing is custom. Vendr reports a median of $68,591 a year across 106 deals, ranging from $24,000 to $164,037. Bidstream gives breadth, but expect more false positives than a co-op or review-site signal. Our ABM tools comparison covers Demandbase's orchestration features against 6sense and others.

ZoomInfo: intent attached to a contact database

ZoomInfo is the most practical choice if you already pay for its contact data, because its intent shows which people inside a surging account to call. ZoomInfo says it tracks signals across "210 million IP to Org Pairings and more than 6 trillion new keyword-to-device pairings," sourced monthly from over 90% of accessible US devices. Its Guided Intent feature recommends topics tied to successful outcomes.

The company now packages workflows around these signals in GTM Studio, which its intent page describes as the place to "build and run GTM workflows triggered by buying signals." Our breakdown of ZoomInfo GTM Studio covers what it needs to work.

ZoomInfo does not publish prices. Vendr's median for the whole platform is $33,500 a year across 1,576 purchases, and Vendr lists intent as a premium add-on that can raise the bill. Skip ZoomInfo for intent alone; the value is in the pairing with contacts.

Informa TechTarget: person-level intent from owned media

Informa TechTarget is the strongest option for vendors selling to enterprise IT, because it sees research on its own editorial sites and can name the individual prospect. TechTarget combined with Informa Tech's digital businesses on December 2, 2024, becoming Informa TechTarget, with Informa owning about 57%. The combined company runs 220+ digital editorial brands reaching 50 million B2B technology professionals, according to its SEC filing.

The sales product is now marketed as Intent Data for Sales on the Informa TechTarget platform, still widely known as Priority Engine. It offers Prospect-Level Intent, which identifies individual decision-makers at accounts researching a solution, and integrates with Salesforce, Outreach and Salesloft.

The limit is coverage. Outside technology buying, the network sees far less. Pricing is custom; Vendr's median across all TechTarget products is $95,292 a year, and its guide puts Priority Engine alone at roughly $30,000 to $50,000+.

G2 Buyer Intent: review-site research, now across four sites

G2 Buyer Intent is the best signal for software vendors whose buyers compare tools on review sites. It fires when an organization views your profile, compares you with a competitor, or browses alternatives in your category. G2 scores each company on Buying Stage (Awareness, Consideration, Decision) and Activity Level, updated daily.

The big 2026 change: G2 agreed on January 29, 2026 to acquire Capterra, Software Advice and GetApp from Gartner. G2's documentation now says Buyer Intent "includes research activity from G2, Capterra, Software Advice, and GetApp," so signal volume should rise for most vendors.

Signals are organization level, though G2 shows how many unique individuals triggered them. Pricing is custom. Vendr's median G2 spend is $28,000 a year across 529 purchases, and Vendr notes Buyer Intent is an add-on on top of the profile plan.

TrustRadius: review-site intent, now part of HG Insights

TrustRadius is a good second review-site source, especially if your buyers skew toward enterprise software. It sells downstream, second-party intent from accounts "actively researching your and your competitors' products" on its site. TrustRadius says it does not model in traffic from other sites, which it positions as a difference from G2.

HG Insights acquired TrustRadius on June 19, 2025, pairing review-site intent with HG's technology-install and spend data. Pricing is not published; the intent page routes to a demo. Its signals already flow into Demandbase and 6sense, so check whether your ABM platform includes them before buying direct.

Intentsify: multi-source intent sold with activation

Intentsify suits demand gen teams that want intent, audiences and lead programs from one vendor. Its homepage cites 460k+ B2B content sites monitored, 1.1T intent signals a month and 4.2M in-market accounts identified. It acquired Salutary Data in January 2026, its second deal after Five by Five, to add verified contact identity to its intent signals.

The model is aggregation. You get broad coverage and buying-group views, but less clarity on which underlying source drove a given surge. Pricing is not published.

HubSpot Buyer Intent (formerly Clearbit)

HubSpot Buyer Intent is the cheapest serious option if HubSpot is already your CRM. HubSpot bought Clearbit in December 2023 and folded it into Breeze Intelligence, and Clearbit is no longer sold as a standalone product. Clearbit's free tools were retired on April 30, 2025.

Buyer Intent now combines three feeds at account level. Visitor intent uses HubSpot's own reverse-IP technology on your site. Research intent comes from a "proprietary intent ecosystem of 200,000+ websites" running HubSpot tracking code. Since August 2026, Bombora Company Surge is a built-in signal type alongside 40+ others such as hiring and funding.

Billing runs on HubSpot Credits. Turning on intent signals for one company costs 10 credits a month, and a custom signal costs 50 credits per company per month. Viewing the Visitors and Research tabs is free. Buyer Intent is available on Starter, Professional and Enterprise editions of the main hubs.

Leadfeeder (formerly Dealfront): first-party visitors on a budget

Leadfeeder is the best starting point for small teams and European companies that want to act on their own website traffic first. On March 24, 2026, Dealfront rebranded back to Leadfeeder, the visitor product it was built around. Subscriptions and pricing did not change, and the legal entities keep the Dealfront name.

The data is first-party: reverse-IP identification of companies visiting your site. The Lite plan is free for up to 100 identified companies a month with 7 days of history. Paid plans start at €79/month (Discover) and €369/month (Activate, which adds verified contacts and intent filtering), billed annually.

The ceiling is obvious. Leadfeeder only sees accounts that already reached your site, and IP matching misses remote workers. Our analysis of website visitor identification in 2026 covers match rates and limits.

How should you choose an intent data provider?

Choose by data source first, then by workflow, then by price. Work through these in order.

1. Name the research your buyers actually do. If they compare software on review sites, start with G2 or TrustRadius. If they read tech trade media, Informa TechTarget. If research is scattered, a co-op like Bombora.
2. Decide if you need people or accounts. Of the ten here, only Informa TechTarget sells person-level intent as a core product; ZoomInfo and Intentsify attach contacts to surging accounts. Everyone else stops at the company.
3. Check what you already own. HubSpot, Apollo and Cognism customers may already have Bombora topics. Demandbase and 6sense may already ingest G2 or TrustRadius.
4. Ask for a backtest. Give the vendor 50 closed-won and 50 closed-lost accounts from last year and ask how many surged beforehand. If they will not run it, treat that as an answer.
5. Price the activation, not the data. Intent only pays off if a rep or campaign acts within days. Budget for the workflow and the headcount as well as the license.

A rough rule: under about $25,000 a year, start with first-party visitors plus a bundled Bombora feed. Between $25,000 and $70,000, pick one specialist source that matches step 1. Above that, an ABM platform like 6sense or Demandbase starts to make sense if you also run ads.

When are public signals the cheaper alternative?

Public signals beat paid intent when your total addressable market is small enough to watch account by account. If you sell to 2,000 companies, you can see hiring, funding, leadership changes and complaints directly instead of paying for a modeled surge score.

Paid topic intent tells you that someone at a company read about a category. Public signals tell you why: a new VP of Sales was hired, a job post names your competitor, an engineer complained on Reddit about the tool you replace. Those are specific enough to write the first line of an email.

The trade-off is coverage and effort. Public signals do not scale to 50,000 accounts without automation, and they miss quiet research that never surfaces publicly. Many teams run both: a cheap intent feed to rank accounts, and public research to decide what to say.

Drevon is built for the public-signal side. It reads LinkedIn, Reddit, Sales Navigator, job boards, Crunchbase and company sites, then returns a brief where every claim links to its source, running on the AI subscription you already pay for. It is not a replacement for review-site or co-op intent; it covers the signals those feeds cannot see. For the full cost comparison, read paid intent data vs public signals.

Frequently asked questions

What is the most accurate intent data provider?

Review-site and owned-media providers usually give the most specific signal, because the vendor sees the research directly. G2, TrustRadius and Informa TechTarget fall in this group. Co-op data such as Bombora is next. Bidstream data gives the widest coverage but the most noise.

Is Bombora data the same in Apollo, Cognism and HubSpot?

The underlying Company Surge signal is Bombora's, but the number of topics differs. Apollo allows 1 to 12 topics depending on plan, HubSpot auto-selects up to 12, and a direct Bombora contract can cover far more.

Does any intent data provider identify individual people?

Informa TechTarget's Prospect-Level Intent names individuals researching on its own sites. ZoomInfo and Intentsify map contacts onto surging accounts, which is not the same as knowing who did the research. Most other providers stop at account level.

Is intent data legal under GDPR?

It can be, if the provider collects data with a valid consent basis. Co-op and review-site providers collect on sites they have agreements with, while bidstream data is gathered from ad auctions. Ask each vendor for its consent model and data processing terms before you sign.

What happened to Clearbit and Dealfront?

Clearbit is now part of HubSpot and is no longer sold standalone. Dealfront rebranded to Leadfeeder on March 24, 2026, with pricing and contracts unchanged.

If you want to test public buying signals next to whichever intent feed you choose, download Drevon and run your first account brief on the AI subscription you already have.

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