buyer intent data tools

5 Buyer Intent Data Tools You’ll Want to Know in 2021

Finding leads is hard. 

Finding highly qualified leads is even harder. 

lead generation stress reaction

Imagine if you could see what companies are looking to purchase precisely the type of solution you offer based on their internet activity

Rather than casting a wide net to find people who might be in your target audience and maybe interested in what you have to offer, you could get a direct line to real companies ready to buy now. 

Your sales and marketing teams would be a lot more effective, wouldn't they? 

That is precisely what B2B buyer intent data can do. 

If you are looking for ways to spend less time and resources on "maybes" and more time finding companies ready to buy now, the answer is B2B buyer intent data — and it's powerful. 

NoteWant to see which companies are looking to purchase solutions you can offer? Try Leadfeeder free for 14 days to uncover prospects using customer data and behavior.

What is B2B buyer intent data?

B2B buyer intent data is an aggregated set of data that shows you which companies are actively in the buying cycle. 

These are companies that are actively sending out strong signals that they are ready to buy, and soon. 

Depending on the tool you use to gather buyer intent data, those signals might include: 

  • Someone clicks on a social media ad 

  • Several people at a company visit your website 

  • Frequent visits to your website 

  • Length of time on your website 

  • Email newsletter subscriber behavior 

How can I use B2B intent data?

B2B intent data provides insights you can't find anywhere else. 

Yay, more data! 

b2b data realization reaction

But how do you put that data to use?   

Here are a few ways that B2B intent data can supercharge your marketing and sales

Find qualified leads 

Finding quality leads is one of the most challenging parts of sales or marketing.  

In fact, 61% of marketers say generating traffic, and leads is the hardest part of their jobs. 

B2B intent data can provide your business with a list of highly qualified leads that you can then send to your sales team. 

b2b sales success reaction

And, depending on the tool, it might also be able to tell you how to contact them, when they last visited your website, and much more. 

You can then send that list to your sales team or create a retargeting campaign. 

Improve outbound sales pitches 

Outbound sales is a numbers game — the more outreach you do, the better chance you'll have of actually finding someone interested in your offering. 

Cold outreach works — sometimes. 

However, buyer intent data can give your sales team powerful information about not just who is interested in what you have to offer, but also what they are interested in. 

What if your sales team could make their first call with information about what type of content the prospect was interested in, where they are located, or what ebook they'd read? 

b2b intent data information reaction

Armed with that information, they could create a more personalized pitch — which is far more likely to turn that prospect into a customer. 

Improve your account-based marketing campaigns 

Account-based marketing targets specific companies with personalized campaigns, rather than targeting an audience as a whole.  

Rather than targeting tech companies that make more than $1 million a year, for example, you might target Microsoft specifically. 

It's an incredibly effective conversion strategy because you can target specific needs at a particular company, rather than wasting ad spend targeting thousands of people. 

Buyer intent data provides information like whether a company has visited your website, what pages they read, and what topic they seem to be most interested in. 

That information can create more personalized ABM campaigns. 

For example, say you saw that two people from Microsoft read a recent blog post about average industry churn rates. 

You could use that information to target Microsoft employees on LinkedIn with your ebook about reducing churn rates. 

5 best buyer intent data tools

Buyer intent data is powerful — that much is clear. 

But, where do you get all this data? 

b2b intent data search reaction

As it turns out, there are a handful of tools on the market designed to give businesses access to more of the data they crave — so which one is right for you? 

Below, we'll review five of the best buyer intent data tools — so you can make an informed buying decision.

1. Leadfeeder

b2b buyer intent data leadfeeder

Price: $0 for basic version, $55 a month for premium 

Rating: 4.5 out of 5 stars 

Leadfeeder is a B2B buyer intent data tool that tells you what companies visit your website — and what they do when they get there. 

It features a wide range of filters (both basic and customizable) that allow users to sort companies based on location, behavior, company demographics, etc. 

Leadfeeder also integrates with many other tools, including CRMs, Zapier, and email marketing tools. These integrations help provide an overview of your sales and marketing efforts across all platforms. 

Final Verdict: Provides access to data you can't get anywhere else, intuitive to use, with a responsive support team. 

Experience a free 14-day trial with Leadfeeder with these easy steps:

Step 1: Click the link and sign up.

leadfeeder signup step one

Step 2: Connect your Google Analytics account.

leadfeeder signup step two

Step 3: Select which Google Analytics account to connect.

leadfeeder signup step three

Step 4: Choose your Google Analytics view.

leadfeeder signup step four

Step 5: Create account.

leadfeeder signup step five

Step 6: Create your company profile.

leadfeeder signup step six

Step 7: Install the Leadfeeder Tracker script.

leadfeeder signup step seven

Step 8: Voila! You're done!

leadfeeder signup step eight

https://www.youtube.com/watch?v=nMj8nEdsxms 

2. ZoomInfo 

b2b buyer intent data zoominfo

Price: Free trial then $4,900 annually for up to 5,000 contacts 

Rating: 4.3 out of 5 stars 

ZoomInfo is a business database designed to give users a 360-view of customers, prospects, and lead opportunities. 

It is a powerful tool that helps businesses understand what their audiences want and reach out to them. ZoomInfo integrates with many other tools, including CRMs, and offers ZoomInfo extension for Google Chrome for quick views of prospects in your browser. 

Final Verdict: Less than intuitive interface and low-rated customer service. 

3. KickFire 

b2b buyer intent data kickfire

Price: Contact for pricing; based on volume and use case. 

Rating: 4.0 out of 5 stars 

KickFire provides businesses with access to first-party intent data by helping identify anonymous website visitors through IP addresses. This data can be used by sales and marketing to provide personalized content and improve sales outreach. 

There are several different versions of the tool, including LIVE Leads and KickFire for Google, which integrates with Google Marketing.  

Final Verdict: KickFire provides a ton of data, but there are multiple tools, and it can be challenging to learn how to use it. 

4. DemandJump 

b2b buyer intent data demandjump

Price: Starts at $99 per month for 25 keywords and up to 3 competitors   

Rating: 4.7 out of 5 stars 

DemandJump is a sales and marketing tool that claims to remove blindspots by showing more of the customer journey and helping analyze your brand's competitors. You can see what prospects are doing on the web — including which websites they visit and what terms they search. 

DemandJump also looks at what your competition ranks for, what type of content they publish, and the ads they are using to drive traffic. 

Final Verdict: Incredibly useful information, but the cost can quickly add up if you want to track many key terms or competitors. 

5. TechTarget Priority Engine 

buyer intent data techtarget priority engine

Price: None listed; call for a quote. 

Rating: 4.2 out of five stars 

TechTarget's Priority Engine provides businesses with real-time access to leads ranked by their purchase intent and engagement level. Companies can use this information to improve their ABM strategies, refine their sales outreach, and generate more leads. 

The tool shares what topics prospects are interested in, how recently they engaged with related content, and what types of technology they use. Priority Engine also provides contact information for leads, when it's available. 

Final Verdict: Powerful, but difficult to use, and likely pricey. Many customers report difficulty determining what information contacts engaged with and when they engaged with it. 

B2B buyer intent data tools help teams identify where buyers are in their purchase journey

Buyer intent data is a powerful tool to help sales and marketing teams locate and better understand their most valuable leads. This valuable information can reduce the length of the B2B sales funnel and help brands focus their efforts where they are most effective.   

If your business is looking to gain a competitive edge, consider one of the B2B buyer intent data tools above.

NoteWant to see which companies are looking to purchase solutions you can offer? Try Leadfeeder free for 14 days to uncover prospects using customer data and behavior.


Anna Crowe
By Anna Crowe

Anna is the Assistant Editor for Search Engine Journal and Content Strategy Lead at Leadfeeder. Over the last 9 years, Anna has successfully developed and implemented online marketing strategies, SEO, and conversion campaigns for 100+ businesses of all sizes; from the Fortune 500, to startups, and nonprofits. She enjoys burritos and puppies (in that order).


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