Buyer Intent Data
Last updated March 25, 2026
Buyer intent data consists of signals indicating that a company or individual is actively researching solutions in your product category.
Buyer intent data reveals which companies are actively researching topics related to your product or service category. This data comes from tracking content consumption patterns across the web including article reads, webinar registrations, review site visits, and search queries. First-party intent tracks behavior on your own website. Third-party intent tracks behavior across external sites. Bombora operates the largest B2B intent data cooperative, and its signals power platforms like ZoomInfo, Cognism, and 6sense.
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Frequently Asked Questions
How accurate is buyer intent data?
Intent data identifies companies in active research cycles with reasonable accuracy, but it works best as a prioritization signal rather than a definitive buying indicator. Combine it with other signals for best results.
What is the difference between first-party and third-party intent?
First-party intent tracks behavior on your own website. Third-party intent tracks research activity across external websites, review sites, and content platforms.
How much does intent data cost?
Intent data is typically bundled into platforms like 6sense or ZoomInfo at enterprise pricing, or available through Bombora as an add-on starting at several thousand dollars per year.