Struggling to convert website visitors into leads? You're not alone. Many B2B marketers find that traditional campaigns attract prospects who aren't ready to buy, leading to wasted resources and missed sales targets. Sales teams often chase cold leads while genuine buyers slip away. The solution? Intent-based marketing tools. These platforms track digital signals, such as content downloads, keyword searches, and website visits, to identify companies actively seeking solutions like yours. By targeting high-intent accounts, you can boost engagement, shorten sales cycles, and drive revenue.
This guide lists the top 9 intent-based marketing tools for B2B, detailing their features, strengths, and optimal uses. Whether refining your ABM strategy or enhancing lead generation, this curated list will help you select the right platform to grow your business.
TL;DR
- Intent-based marketing tools empower B2B teams to identify and engage with prospects who are actively seeking solutions, thereby enhancing conversion rates and accelerating sales.
- Key considerations include data accuracy, integration, compliance, analytics, and pricing.
- Select a tool that aligns with your business goals, technical infrastructure, and target audience.
- These platforms enable a focus on high-intent accounts, personalized outreach, and improved ROI.
- Success requires aligning sales and marketing teams and integrating smoothly with your CRM. Reliable intent data is essential for B2B growth and competitiveness.
Why B2B Companies Need Intent-Based Marketing Tools?
Here’s why B2B companies need intent-based marketing tools:
- Targets Active Buyers: Intent-based tools identify companies actively researching your solution, reducing wasted outreach to disinterested prospects.
- Leverages Behavioral Data: Tracks signals like website visits, content downloads, and keyword searches to detect buying intent.
- Enables Personalized Outreach: Equips teams to tailor messaging and campaigns based on real-time intent signals for greater relevance.
- Improves Lead Prioritization: Helps prioritize high-intent accounts, ensuring sales teams focus on prospects most likely to convert.
- Shortens Sales Cycles: Timely follow-ups with in-market buyers accelerate deal progression and reduce time to close.
- Boosts ROI: Resources are spent more efficiently, leading to higher conversion rates and better return on marketing investment.
- Aligns Sales and Marketing: Fosters collaboration between sales and marketing through shared, intent-based goals and data-driven lead strategies.
Top 10 Intent-Based Marketing Tools
Choosing the right intent-based marketing tool can significantly enhance your B2B pipeline. Here's a snapshot of the top 10 platforms:
1. Factors
Factors is built for B2B teams focused on marketing intelligence and attribution. It unifies behavioral signals to identify high-intent accounts. Lead scoring, multi-touch attribution, and journey visualization are all part of its offering. The platform integrates with major CRMs and requires no coding to set up. It’s designed to speed up sales readiness with real-time alerts and workflow automations. A strong choice for data-driven, product‑led teams.
Key Features:
- Unified Scoring Engine: Merges CRM, ad, web, and intent data into a single scoring model.
- Sales‑Ready Detection: Flags accounts showing strong buying signals for rapid sales action.
- PQL Identification: Tracks product-qualified leads via app usage and workflow triggers.
- Intent Alerts: Sends real-time alerts to sales reps based on intent and behavior.
- No‑Code Deployment: Quick setup with configurable rules, no developer needed.
- CRM Integration: Bi‑directional syncing with Salesforce, HubSpot, and others.
- Multi‑Touch Attribution: Maps the contribution of each channel to revenue outcomes.
- Journey Visualization: Displays a timeline of account actions from initial contact to conversion.
- Slack & Email Alerts: Immediate notifications enable faster outreach.
Pricing:
Factors offers a forever-free plan. The paid plan starts at $ 5,000 per year.
2. Bombora
Bombora is a leading intent data provider offering a comprehensive view of account behavior based on the Bombora Data Co‑op, which collects privacy-compliant intent signals from thousands of business-related websites. It helps B2B teams identify accounts showing increased research on specific topics, with seamless integrations across CRMs and marketing platforms. Trusted by marketers for its "Company Surge" score, Bombora surfaces accounts actively exploring relevant solutions, enabling early, targeted outreach.
Key Features:
- Company Surge Intent Data: Indicates when account-level interest in a topic exceeds the baseline.
- Data Co‑op Source: Covers millions of websites in a privacy-compliant data exchange.
- Custom Topic Tracking: Monitors intent around more than 12,000 specific market topics.
- Scoring & Prioritization: Ranks accounts based on the intensity and recency of intent signals.
- Sales & Marketing Integration: Pushes data into platforms like Salesforce, Marketo, and DSPs.
- Campaign Optimization: Helps target high-intent audiences in ads and email campaigns.
- Churn & Expansion Signals: Identifies when existing customers show new buying interest.
Pricing:
Public pricing is not available.
3. Cognism
Cognism combines rich B2B contact data with intent signals to give revenue teams precise buyer insights. Its platform aggregates firmographic and technographic info, real-time hiring, funding, and intent alerts. With integrated search, data enrichment, and mobile verification, teams can uncover decision-makers and engage them proactively. Cognism is ideal for sales and marketing operations seeking rapid pipeline generation and compliance-ready outreach.
Key Features:
- Signal-Based Buy Triggers: Detect hiring trends, funding rounds, and executive changes to time outreach.
- Firmographic & Technographic Filters: Segment contacts by industry, company size, and tech stack for precise targeting.
- Bombora Intent Integration: Surface account-level buying signals across topics of interest.
- Phone-Verified Mobile Data: Includes manually verified mobiles to reach prospects instantly.
- AI-Powered Prospect Search: Enables natural-language queries to find ICP-fit accounts quickly.
- CRM & Outreach Sync: Bi-directional integrations with Salesforce, HubSpot, Salesloft, etc.
- Sales Companion Extension: Access contact data and signals directly from social platforms.
Pricing:
Pricing details are available upon request.
4. 6sense
6sense is an AI-driven platform that delivers intent insights, predictive scoring, and account orchestration. It captures vast intent data across web and third-party sources, leverages AI (6AI) to predict buying stages, and enables real-time engagement across marketing and sales channels. Designed for full-funnel orchestration, 6sense helps revenue teams uncover in-market accounts, personalize outreach, and boost ROI, all within a compliance-first framework.
Key Features:
- AI-Powered Intent Scoring: Real-time analysis of intent trends to flag in-market accounts.
- Web Deanonymization: Maps anonymous web behavior to known accounts across sessions.
- Keyword & Topic Tracking: Monitor unlimited intent topics and auto-generate keyword suggestions.
- Predictive Account Prioritization: Uses AI to rank accounts based on likelihood to buy.
- Multi-Channel Orchestration: Enables coordinated campaigns across email, ads, and sales outreach.
- Shared Dashboards & Alerts: Surface key intent trends via Slack or custom dashboards.
- Third-Party Integrations: Includes Bombora, G2, TrustRadius, TechTarget, and CRM platforms
Pricing:
It has a free plan with basic features. Public pricing is not available.
5. Demandbase
Demandbase is an AI-powered account intelligence platform that combines firmographic data, intent signals, and web visitor identification to help B2B marketers discover and engage in-market accounts. It offers deep insights into account activities, enabling personalized outreach and optimized ABM campaigns. With comprehensive CRM and ad platform integrations, Demandbase supports coordinated orchestration across teams while ensuring data compliance.
Key Features:
- Intent-Based Account Targeting: Identifies accounts showing real-time purchase signals.
- Company Visitor Identification: Matches anonymous website traffic to active accounts.
- Custom Account Segments: Build dynamic account lists based on behavior, ICP, and intent.
- B2B Advertising Insights: Targets and optimizes ads based on account intent.
- Personalized Web Experiences: Dynamically adapt website content per account or segment.
- Engagement Analytics: Monitors account-level activities and campaign results.
- CRM & MarTech Integration: Syncs data bidirectionally with Salesforce, HubSpot, and more.
Pricing:
It has a free plan with limited features. Paid plan details are not publicly available.
6. ZoomInfo
ZoomInfo provides a comprehensive B2B intelligence suite with contact enrichment, intent signals, and data-driven workflows. It helps teams identify, prioritize, and reach the right accounts using verified contact details and in-market signals. With adaptable segmentation and CRM automation, ZoomInfo simplifies pipeline growth and ensures clean, compliant data.
Key Features:
- Verified Contact Enrichment: Delivers accurate firmographic and technographic data.
- Intent Signal Alerts: Alerts when accounts show buying behavior in your industry.
- Target Account Recommendations: Suggests ICP-fit accounts to pursue.
- Workflow Automation: Syncs directly with Salesforce, HubSpot, and outreach tools.
- Advanced Account Search: Use flexible filters to build custom prospect lists.
- Email Campaign Integration: Launch personalized outreach from the platform.
- Data Compliance Management: Ensures GDPR, CCPA, and ISO-standard adherence.
Pricing:
Public pricing is not available.
7. Lead Forensics
Lead Forensics reveals the identities and behavior of anonymous website visitors, delivering insight-driven alerts to sales and marketing teams. It helps organizations identify hidden prospects and understand their engagement patterns in real time. With CRM integration and focused reports, Lead Forensics supports better prioritization and timely follow-up.
Key Features:
- Anonymous Visitor Identification: Matches IP signals to recognizable companies.
- Behavioral Heatmaps: Tracks pages and timing to understand visitor interest.
- Custom Lead Alerts: Sends real-time alerts when target pages are visited.
- CRM Sync: Updates Salesforce or Dynamics with new lead info.
- Priority Lead Lists: Filters accounts based on engagement level and firmographics.
- Lead Scoring Integration: Adds engagement-based scores to CRM records.
Pricing:
It has a free trial. Paid plan details aren’t publicly available.
8. Leadfeeder
Leadfeeder turns website traffic into actionable sales leads by identifying company visits and tracking engagement. It helps B2B teams spot in-market behaviors and push data to CRMs or automation tools. By delivering transparent reports and custom alerts, Leadfeeder simplifies funnel acceleration.
Key Features:
- Company Identification: Detects which businesses visit your site.
- Behavioral Tagging: Labels pages like Pricing, Blog, and Solution for intent insights.
- Lead Alerts: Notify teams when high-value accounts show interest.
- CRM & Automation Integration: Pushes leads to HubSpot, Pipedrive, or Google Sheets.
- Segmented Lists: Enable targeting of repeat or high-intent visitors.
Pricing:
It has a free plan. The paid plan starts at € 99 per month.
9. Lusha
Lusha enriches CRM data with real-world email and phone contacts while layering in intent signals indicating active interests or hires. Designed for streamlined outreach, Lusha gives revenue teams confidence in their prospect database and the timing of interactions. It helps users stay compliant while scaling personalized engagement.
Key Features:
- Fresh Contact Enrichment: Adds accurate email and mobile details.
- Intent Data Overlay: Flags when enriched contacts show buying behavior.
- Chrome Extension Access: Pull prospect data directly from LinkedIn.
- CRM Integration: Syncs with Salesforce, HubSpot, and other CRMs.
- Export and Sharing: Bulk export for ABM and outreach campaigns.
- Compliance Filters: Ensures data meets GDPR/CCPA regulations.
Pricing:
Lusha offers a free plan.
Each platform has unique strengths, from data range to predictive analytics. Select one that aligns with your goals, technology stack, and compliance requirements for optimal B2B results.
How to Choose the Right Intent-Based Marketing Tool for Your Business?
To select the right intent-based marketing tool for your B2B company, start by
- Define Your Goals: Clarify whether your focus is lead generation, ABM, or accelerating existing opportunities.
- Evaluate Data Quality: Look for tools that offer fresh, accurate, and real-time intent signals, such as Factors.ai or Bombora.
- Check Integration Compatibility: Ensure the tool integrates seamlessly with your CRM, MAP, and sales platforms to unify your data.
- Ensure Compliance: Select a solution that complies with GDPR, CCPA, and other relevant privacy regulations to safeguard your business.
- Review Analytics & Scoring Capabilities: Opt for platforms with robust reporting, AI-driven lead scoring, and actionable insights.
- Compare Pricing vs. Value: Balance features, support, and scalability with cost. Use free trials or demos to validate fit.
- Assess Vendor Support: Strong onboarding, documentation, and customer service can significantly impact long-term success.
Wrapping Up: Choose the Tool that Aligns with your Goals
Intent-based marketing tools are essential for B2B companies to identify, engage, and convert high-intent prospects. These tools leverage real-time buying signals to help sales and marketing teams focus their efforts, tailor messages, and accelerate sales cycles. However, each tool offers different strengths and data sources. Your choice should align with your goals, current tech setup, and compliance needs.
Carefully evaluate key features such as analytics, CRM compatibility, and privacy standards. Success also depends on team collaboration and proper training to utilize these insights effectively. With the right tool, your team can focus on what matters and drive growth. Choose wisely to harness the full potential of intent data for your B2B strategy.
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