Types of Intent Data and How to Pick the Best Providers in 2025

According to the Forrester's Global B2B Intent Data Survey, over 85% of companies using different types of intent data. Why? Well, for starters, they see a significant increase in response rates from outbound marketing and a surge in successful sales prospecting.

The most interesting part I found is that the most successful sales and marketing teams avoid putting all their eggs in one basket. Over 70% of these companies are now leveraging multiple intent data providers, with nearly 50% using three or more intent data sources. They're mixing and matching, combining insights from intent data providers with different methodologies and coverage areas to create a more effective approach.

A solid 30% of companies already invested in intent data are planning to increase their spend. So the take away is clear: intent data is becoming the cornerstone of successful sales and marketing strategies.

So, what exactly are these intent signals that are causing such a stir? And how can you use intent data to supercharge your B2B sales and marketing efforts?

What is Intent Data?

Wouldn't it be nice to know exactly what your prospects are thinking, what they're interested in, and when they're ready to buy? Sounds like a superpower, right? Well, that's essentially what intent data gives you.

Intent data is like digital body language. It shows you when a company or individual is actively researching solutions like yours. Back when I started in B2B sales, we had to rely on cold calls and gut feelings. Now? We can see who's actually in the market, what they're researching, and when they're ready to talk. It really feels like magic - think of the original iPod magic!

Benefits of Using Intent Data for Sales and Marketing Efforts

Firstly, your targeting becomes laser-focused. Forget casting the wide net and hoping for the best. You're zeroing in on accounts that are actually showing interest.

Then there's personalization. When you know what topics a prospect is researching, you can tailor your outreach to address their specific interests and pain points. I once closed a deal because I knew the prospect had been researching AI-driven analytics. I reached out with a case study on that exact topic, and boom – instant connection!

Timing is everything in sales, right? With intent data, you're reaching out to prospects when they're actively looking for solutions.

And let's talk efficiency. By focusing on high-intent prospects, you're making better use of your time and resources. No more wasting energy on leads that aren't ready to buy.

All of this adds up to higher conversion rates. It's simple math. Better targeting + personalization + perfect timing = more closed deals. I've seen teams double their conversion rates after implementing intent data strategies.

Using intent data gives you a significant edge over competitors who aren’t—just as they would gain the upper hand if the roles were reversed. It’s an arms race, if you will, and those who can’t keep up will be left behind, collecting scraps.

First-Party Intent Data

Alright, let's explore different types of intent data, starting with first-party intent data. This is the gold standard, and it's information you collect directly from your own channels and interactions with prospects:

• website visits
• email interactions
• content downloads
• form fills
• direct conversations with your sales team

This is all first-party data, and it's incredibly valuable because you know exactly where it came from and what it means for your business.

I remember when we first started really digging into the first-party data of one of our clients. We discovered patterns we'd never noticed before. For example, we found that prospects who downloaded a specific white paper were 3x more likely to book a demo within the next week. That insight alone helped our client prioritize their follow-ups and close more deals. The data is there! You just have to know where to look.

The beauty of first-party data is that it's highly reliable and specific to your business. You're not relying on anyone else's interpretation – you're seeing directly how prospects interact with your brand.

Second-Party Intent Data

Next up is the second-party intent data. It's essentially someone else's first-party data that they've agreed to share with you.

You might get second-party data from:

• publishing partners
• event sponsors
• industry associations

We once partnered with a popular industry publication, and the insights we got were pretty eye-opening. We could see which companies were reading articles related to our solution, even if they hadn't visited our website yet.

The advantage here is that you're getting insights you wouldn't have access to otherwise. It can help you spot potential customers before they even know they need you!

Third-Party Intent Data

Last but not least, we have third-party intent data. Third-party providers collect data across a wide range of sources and then sell it to businesses like yours.

They use methods like cookie tracking, IP address identification, and Natural Language Processing (NLP) of content consumption. It sounds complex, and it is – but the insights can be incredibly valuable.

The big advantage of third-party data is its scale. You're getting insights on a much broader range of companies and topics than you could with just your own data. However, I always advise being careful about choosing your providers. Quality can vary, and you want to make sure you're getting data you can trust.

Top 5 Most Effective Intent Data Sources

Now that you understand the types of intent data, let's look at where you can actually find this valuable information. Here are the top sources you should be tapping into:

1. Website behavior.

This is the classic first-party intent data source. By tracking how visitors interact with your site, you can gain insights into their interests and level of engagement. At CustomerBase AI, we once noticed a spike in visitors to a specific product page. We reached out to those visitors with targeted information, and our conversion rate for that product jumped by 25%.

2. Content engagement data.

Whether it's your own content or third-party publications, tracking what content prospects are consuming can give you a window into their current priorities and challenges. I've seen sales reps use this information to tailor their pitches and dramatically increase their success rates.

3. Technographic data.

Understanding what technology a company is using can give you clues about their needs and readiness for your solution. This can be incredibly effective for B2B SaaS in identifying companies that are the best fit for their product.

4. Social media activity.

Social listening can reveal what topics companies and individuals are discussing and engaging with. We once spotted a trend in LinkedIn discussions that led us to develop a new feature our customers loved.

5. Search data.

Knowing what terms prospects are searching for can help you understand their intent and where they are in the buying journey.

At CustomerBase AI, we've developed sophisticated algorithms to analyze these data sources and provide actionable insights to our clients. It's not just about collecting the data – it's about making sense of it in a way that drives real business results.

The Most Common Misconceptions About Intent Data

Now, I've been in this game for a while, and I've heard all sorts of misconceptions about intent data. Let me clear up a few of them for you:

First, some people think intent data is creepy or invasive. We're not peeking through anyone's windows! We're just paying attention to publicly available information and behaviors that companies and individuals are willingly sharing. It's no different than a salesperson in a store noticing which products a customer is looking at.

Another big one is the idea that intent data is a magic bullet. I wish! While it's incredibly powerful, it's not going to do your job for you. You still need skilled salespeople and marketers to act on the insights effectively. I've seen teams get discouraged because they expected intent data to solve all their problems overnight. It's a tool, not a magic bullet.

Some people think all intent data is created equal. Not true at all! The quality can vary widely depending on the source and how it's collected and analyzed. We learned this the hard way when we first started using third-party data. We had to do some trial and error before finding providers we could really trust.

There's also a misconception that intent data is only useful for new customer acquisition. Actually, it can be incredibly valuable for customer retention and upselling as well. We've used intent signals to identify when existing customers might be ready for an upgrade or at risk of churning.

Lastly, many people believe you need a huge budget to use intent data. While some solutions can be pricey, there are ways to start leveraging intent data without breaking the bank. It's all about finding the right approach for your business.

How to Find the Best Intent Data Providers

Alright, so you're convinced that intent data is worth exploring. But how do you choose the right provider? Here's what I recommend you consider:

1. Look at their data sources. You want an intent data provider that draws from a diverse range of high-quality sources.
2. Data freshness is key. Intent signals can go stale quickly. Make sure your provider is giving you up-to-date information.
3. Accuracy and reliability are non-negotiable. Ask about the data provider's methods for verifying and cleaning their data. Don't be afraid to ask for case studies or references.
4. Integration capabilities are crucial. The best intent data in the world won't help if you can't easily incorporate it into your existing systems and workflows.
5. Look for customization options. Your business is unique, and your intent data solution should be tailored to your specific needs. One-size-fits-all rarely works in this space.
6. Transparency is key. A good intent data provider should be able to explain where their data comes from and how they derive their insights. If they can't or won't, that's a red flag.
7. Compliance. Make sure the intent data provider is following all relevant data privacy regulations. The last thing you want is to land in hot water because your data provider isn't playing by the rules.
8. Look for strong support and guidance. A good intent data provider won't just sell you data and leave you to figure it out. They should offer robust customer support and help you make the most of their intent data.

The Best Intent Data Providers

There are many reputable providers in the market. Each intent data provider has its strengths, and the best choice for you will depend on your specific needs and goals.

I always recommend talking to multiple data providers, asking for demos, and even running pilot programs if possible. That's how we approach partnerships at CustomerBase AI, and it's how I'd advise you to approach choosing an intent data provider.

CustomerBase AI

Now, I'm obviously biased here, but I truly believe that CustomerBase AI is one of the best intent data providers out there. Our approach is unique in that we focus on precisely mapping your ideal customer profile (ICP) and segmenting your market to uncover the best-fit opportunities.

What sets CustomerBase AI apart is our commitment to aligning marketing, sales, and leadership around a unified data layer. This enables teams to strategize and act on the same insights, leading to consistent results and repeatable growth.

One of the key strengths of CustomerBase AI is our ability to help you validate your ICP. We don't just throw data at you. We help you understand who you should be targeting and why. This is crucial in today's competitive B2B landscape where resources are often stretched thin.

Our platform is built from the ground up to replicate the way a seller does research. We apply a powerful data science framework to develop insights from deal data, making the ICP no longer a black box. This level of transparency and actionable intelligence is something I haven't seen matched by other intent data providers.

Moreover, we don't just provide a static snapshot. We continuously monitor the market to identify companies shifting in and out of your ICP. This dynamic approach ensures you're always targeting the right prospects at the right time.

ZoomInfo

ZoomInfo is a well-known player in the B2B data and intelligence space. They offer a vast database of company and contact information, coupled with technographic and firmographic data. Their strength lies in the breadth and depth of their data coverage.

One of ZoomInfo's key features is their company and contact search capabilities. They provide detailed information about businesses, including employee counts, technologies used, and financial data. This can be incredibly useful for identifying potential prospects and understanding their tech stack.

ZoomInfo also offers intent data, which they gather through their subsidiary, Datanyze. This intent data is often based on technographic changes and online behavior across their network of B2B websites.

For companies looking for a broad view of the B2B landscape combined with some intent signals, ZoomInfo can be a valuable resource.

Bombora

Bombora is known for its data, which identifies when businesses are consuming content on specific topics at a higher than normal rate. This surge in content consumption is often an indicator of purchase intent.

What makes Bombora unique is their extensive publisher network, which allows them to provide a comprehensive view of content consumption patterns across industries.

Bombora's intent data is topic-based, meaning they can tell you when companies are researching specific themes or technologies. This can be incredibly valuable for timing your outreach and tailoring your messaging to prospects' current interests.

One of the strengths of Bombora is their ability to provide historical data, allowing you to track how a company's interests have evolved over time. This can help you identify long-term trends and opportunities.

Why Using Multiple Intent Data Providers Is Essential for Success

In my experience, the most successful companies don't rely on just one intent data provider. Instead, they leverage multiple platforms to get a comprehensive view of their market and potential customers.

Like I mentioned earlier, according to Forrester's Global B2B Intent Data Survey, over 70% of successful companies aren't relying on a single intent data source. They're tapping into multiple intent data providers, with nearly half of them using three or more intent data sources.

For instance, you might use CustomerBase AI for precise ICP mapping and market segmentation, and ZoomInfo for broad company and contact data. Each platform brings its own strengths to the table, and when used in combination, they can provide a powerful approach to intent-driven sales and marketing.

By using multiple intent data providers, you can cross-reference and validate intent signals, reducing the risk of false positives and ensuring you're focusing your efforts on the most promising opportunities.

Moreover, different providers may excel in different industries or company sizes. By leveraging multiple sources, you can ensure you're getting the best coverage for your specific target market.

The key here is to find the right mix of intent data providers that complement each other and align with your specific business needs and goals.

At CustomerBase AI, we recognize this reality. That's why we focus on providing unique, actionable insights that can complement and enhance the data you might be getting from other sources. Our goal is not to replace your existing tools, but to help you make better use of all your data sources by providing a clear, validated picture of your ideal customer profile and market segments.

In the end, the power of intent data lies not just in the data itself, but in how you use it. By combining the strengths of multiple data providers and aligning your entire sales and marketing team around a unified data strategy, you can unlock the full potential of intent data and drive repeatable, sustainable growth for your B2B business.

How AI Changed the Intent Data Landscape

AI has dramatically increased the scale at which we can process and analyze data. Millions of data points can be crunched in real-time.

AI is also incredible at pattern recognition. It can identify complex correlations that people might miss, leading to more accurate intent predictions. I remember one instance where our AI spotted a pattern linking certain types of content consumption to high-value deals. It was a connection we'd never have made on our own, and it led to a significant boost in one of our clients' conversion rates.

Personalization is another area where AI makes a huge difference. AI enables hyper-personalized insights, helping you tailor your approach to each individual prospect. We've used this to create highly targeted campaigns that have outperformed our traditional marketing efforts by a wide margin.

Predictive analytics is another one. AI doesn't just tell you what's happening now, it can predict future behavior of potential customers based on historical data and current trends.

And the best part is that AI models continuously improve their accuracy as they process more data over time.

What Makes CustomerBase AI Intent Data So Effective?

We don't just give you generic intent data. We help you validate your Ideal Customer Profile (ICP) by looking into past won and lost deals. This means you're not just getting data – you're getting insights that are directly relevant to your business. I've seen clients completely revamp their targeting strategy based on these insights, with fantastic results.

Once we've validated your ICP, we monitor the market to discover companies that match it. We're not throwing data at you. We're helping you find the needle in the haystack. One of our clients used this approach to identify a whole new market segment they hadn't considered before.

Our platform aligns all stakeholders around a unified data layer. This means everyone is working from the same playbook, leading to more efficient and repeatable growth. This alignment dramatically reduces internal friction and accelerate sales cycles.

We continuously monitor the market to identify companies shifting in and out of your ICP. This dynamic approach has helped our clients stay ahead of market trends and pivot their strategies in real-time. Our AI provides clear, actionable insights that your team can use to drive results.

By focusing on high-quality, relevant data, we help you allocate your resources more effectively. No more wasted effort on low-quality leads. We've seen sales and marketing teams increase their productivity by 30% or more just by focusing on the right prospects.

Finally, we believe in demystifying the ICP. With CustomerBase AI, you don't just know who to target – you know why you're targeting them. This transparency has been transformational for many of our clients, helping them refine their strategies and improve their results over time.

Our mission is to simplify the job of sales and marketing teams. We believe that with great intent data, you can spend your time adding value to your clients, not guessing who to target.

Validate your ICP. Segment your market. Grow your customer base. That's what we're all about, and that's the power of effective intent data!

If you have any questions or want to learn more about how CustomerBase AI can help your business leverage intent data, don't hesitate to reach out!