Gartner® Magic Quadrant, AI Platforms for Data Science and Machine Learning

To get an accurate quote, you'll need to contact their team directly and book a consultation to align the platform with your ABM goals and tech stack. It tracks job changes for past customers, champions, and contacts in your CRM, surfacing warm leads who already know your value. UserGems flips the script on intent by focusing on people — not clicks. Having access to contact details for C-suite execs and EAs makes pitching faster and more effective.” – Frankie W., verified G2 reviewer

It is not a traditional prospecting database but a relationship intelligence tool. For smaller teams where data accuracy matters more than sheer volume, that trade-off works in their favour. Its database is smaller than the market leaders', but it performs real-time email verification before you download a contact. UpLead takes a different approach to the value equation. Data is phone-verified, call lists are automatically checked, and compliance features are built into the platform.

• When your intent stack flags an account, Tomba's domain search returns the people at that company by role, the email verifier confirms the addresses are deliverable, and the phone finder adds a dialer-ready number.
• It enables sales and marketing teams to focus on accounts that are actively researching solutions by leveraging AI-driven account intelligence and real-time behavioral data.
• If a prospect researches competitors but never visits your site, you see nothing.
• ZoomInfo tracks intent through 210M+ IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly.
• Brands get one source of truth for content that is accurate, flexible, and measurable.

It provides actionable insights into buyer behavior, enabling sales and marketing teams to prioritize high-intent accounts and tailor their outreach effectively. By consolidating 20 unique sources of buyer intent data, it provides a comprehensive view of potential customers actively researching products or services. With a vast B2B database, AI-driven insights, and seamless integrations, ZoomInfo enables organizations to prioritize high-intent accounts and accelerate conversions. It enables sales and marketing teams to focus on accounts that are actively researching solutions by leveraging AI-driven account intelligence and real-time behavioral data. By tracking visitor behavior and uncovering company details, this software enables sales and marketing teams to engage high-intent prospects at the right time. With its real-time intent data, verified contact information, and AI-driven insights, Cognism enables sales and marketing teams to target the right accounts at the right time.

But the approach that worked in 2023 is outdated. Sales calls that same day with relevant context. You receive real-time alerts when an ICP company visits your website, including which pages they view. Address any gaps with an informed point of view on how your business differentiates from the competitors they are researching, helping you combat churn and retain customers. Company Surge® Intent data is flexible and can be applied in a wide variety of sales and marketing use cases. We work with our customers and partners to ingest our data quickly and accurately and activate it to unlock its greatest potential across their go-to-market strategy.

What is the key difference between B2B and B2C marketing?

Yet 44% of salespeople give up after one attempt (GrowthList). 42% of salespeople say prospecting is the hardest part of their job — harder than closing (36%) or qualifying (22%) (HubSpot). Inside sales reps now make up around 40% of high-growth B2B sales teams, up from roughly 10% in 2017 (Everstage). 84% of salespeople already using AI say it improved customer interactions (Salesforce State of Sales 2026). We ranked 11 methods by quality score in our 2026 State of Field Sales survey.

Among buyer intent data providers for broad topic-level intent, Bombora and 6sense lead the pack for B2B lead generation. A simple approach is to compare the performance of sales and marketing campaigns before and after adopting intent data. When evaluating intent data software, use the criteria below to choose the right platform for your GTM stack.

Inside sales costs less per contact — $50 per inside call vs. $215–$400 for an b2b intent data companies outside visit (Mailshake). 42% of salespeople rate prospecting as the hardest part of the job (HubSpot). And 42% of reps cite poor lead quality as a top complaint (HubSpot, Sopro).

Why this matters for B2B marketing

It’s also highly accurate because it’s based on direct engagement with prospects. Join 150,000+ professionals who trust Tomba for accurate contact data. Compare what each tier costs against the simpler, predictable Tomba pricing for the contact-data half of the stack. Intent accuracy and contact accuracy are two different problems, and the second one is where revenue actually leaks. If you're a smaller software vendor, the bundled options (ZoomInfo, Apollo) or a review-site feed plus strong first-party tracking will get you 80% of the value at a fraction of the cost.

Like 6sense, intent data is typically limited to the account level; and also like 6sense, implementation complexity and cost can be significant. Its intent engine analyzes content consumption across B2B websites using natural language processing to parse context around keywords. It tracks keyword searches across its network of B2B web domains and uses machine learning to score which accounts appear to be in-market. Below, we explain the specific intent signals each platform tracks so you can evaluate which sources align with your buyers' behavior.

Comparing the Major B2B Intent Data Providers

It gives your sales reps the exact context they need to reach out before a competitor even realizes the account is looking. Key considerations such as pricing models, compliance standards, integration depth, and signal accuracy are broken down to support decision-making. Whether you're optimizing an ABM strategy or refining outreach cadences, these tools help shorten sales cycles and elevate targeting accuracy. Without clear intent signals, sales teams waste time on unqualified leads, and marketing efforts miss the mark. Instead of relying on static lead lists or generic campaigns, sales and marketing teams can now act on real-time behavioral signals from high-intent prospects.

“ZoomInfo has an extensive and frequently updated database which provides extremely accurate contact information, company insights, and intent data. Apollo offers a B2B contact database, email sequencing, and engagement tracking at a lower price point than enterprise competitors. Bombora is a leading provider of buyer intent data, delivering up-to-date, premium-quality data built on consent.

“I like Cognism because it helps me bypass gatekeepers and reach the right people directly. Adds advanced intent signals, technographics, job change alerts, and company hiring data. Sales teams get access to Diamond Data® (mobile numbers verified at source), firmographics, and Bombora-powered intent — all while meeting regional compliance standards.

The synergy between the two approaches allows businesses to build brand awareness and generate interest on a large scale while also dedicating resources to converting high-value accounts. ABM involves tailoring marketing campaigns to meet the unique needs of individual accounts, often coordinating closely with sales teams to deliver personalized content and outreach. Account-based marketing (ABM) is a strategic approach that focuses on targeting specific high-value accounts rather than trying to appeal to the entire TAM.