Intent data reveals which companies are actively researching solutions like yours. The best providers help you identify in-market accounts before competitors do. This guide compares intent data sources from first-party (website) to third-party (aggregated) providers.
What to Look For
First-Party vs Third-Party
First-party intent (your website visitors) is most actionable. Third-party adds broader coverage but is less specific.
Signal Freshness
How recent is the data? Intent signals decay quickly—data from weeks ago is much less valuable.
Coverage
Does the provider cover your target market? Some are stronger in specific regions or industries.
Actionability
Can you easily act on the signals? The best providers integrate with your CRM and sales tools.
Topic Relevance
Can you track topics relevant to your solution? Generic 'B2B software' signals are less useful than specific topics.
Pricing Model
Per account, per signal, or subscription? Make sure the model fits your needs and budget.
Top Intent Data Providers
Bullseye
First-party intent from website visitors. The highest-quality signal—someone on YOUR website is actively researching YOUR solution. Provides person-level data for direct outreach.
Starting at $99/month
Visit website →Pros
- Highest quality signal
- Person-level data
- Real-time
- Affordable
Cons
- Your website only
- Requires traffic
Best For
Any company wanting first-party intent from their own website
Bombora
The largest B2B intent data co-op with signals from 5,000+ content sites. Shows which accounts are researching specific topics across the web.
$25,000+/year
Pros
- Largest data co-op
- Good topic coverage
- Many integrations
Cons
- Company-level only
- Expensive
- Third-party = less specific
Best For
Enterprise companies wanting broad third-party intent coverage
G2
Intent from software review and comparison activity. Know when accounts are comparing solutions in your category on G2.
Included with G2 seller accounts
Pros
- Bottom-funnel intent
- Buyer comparison activity
- Good for software
Cons
- Limited to G2 users
- Software categories only
Best For
Software companies listed on G2 wanting review platform intent
TrustRadius
Intent from software review research. Similar to G2, shows which accounts are researching software categories.
Included with seller accounts
Pros
- Bottom-funnel intent
- Quality reviews
- Less saturated than G2
Cons
- Smaller than G2
- Software only
Best For
Software companies wanting intent from review platforms beyond G2
6sense
AI-powered intent platform combining multiple sources with anonymous identification. Part of full ABM platform.
Part of 6sense platform ($30k+)
Pros
- AI predictions
- Multiple sources
- Anonymous ID
Cons
- Very expensive
- Requires full platform
- Complex
Best For
Enterprise companies buying full 6sense ABM platform
ZoomInfo Intent
Third-party intent signals integrated with ZoomInfo's contact database. Good for combining intent with contact data in one platform.
Add-on to ZoomInfo
Pros
- Combined with contacts
- Good coverage
- One platform
Cons
- Expensive
- Third-party only
- Requires ZoomInfo
Best For
Companies already on ZoomInfo wanting to add intent
Why Choose Bullseye for Intent Data
Third-party intent tells you 'Acme Corp is researching visitor identification tools.' First-party intent from Bullseye tells you 'Sarah Chen from Acme viewed your pricing page 3 times today.' The specificity and actionability of first-party intent is unmatched.
Frequently Asked Questions
What is intent data?
Intent data is information indicating a company is actively researching a topic or solution. It's derived from content consumption, search activity, and website visits.
What's the difference between first-party and third-party intent?
First-party comes from your own properties (website). Third-party is aggregated from across the web. First-party is more specific and actionable; third-party adds broader coverage.
Which intent data source is most valuable?
First-party intent (website visitors) is most valuable—it shows direct interest in YOUR solution. Start with first-party, add third-party for broader market visibility.
How much does intent data cost?
First-party from Bullseye starts at $99/month. Third-party providers like Bombora start at $25k+/year. Many companies use both.