B2B intent data reveals which accounts are actively researching solutions like yours right now. This intelligence captures behavioral signals—content downloads, website visits, search patterns—that indicate where prospects are in their buying journey. For account-based marketing in 2025, this data has become the foundation of successful targeting strategies.
You can't afford to waste resources on accounts that aren't ready to buy. Intent data solves this problem by identifying high-value accounts showing genuine purchase interest, allowing you to prioritize outreach and personalize messaging at scale. The difference between generic campaigns and precision-targeted ABM often comes down to the quality of your intent data.
The right B2B intent data tool can significantly enhance your ABM strategy and drive better results. You'll see improved pipeline quality, shorter sales cycles, and better alignment between your marketing and sales teams.
We've curated this list of the 12 best B2B intent data tools for account-based marketing success in 2025 to help you find the perfect solution for your business needs.
B2B intent data refers to online signals that indicate when companies and decision-makers are actively looking for solutions, products, or services similar to what you offer. This data tracks behavior across the internet, showing which accounts are in the market and how close they are to making a purchase decision.
The data comes from two main sources that work together to provide a complete view of buyer behavior:
In an account-based marketing strategy, intent data changes the way you identify and prioritize target accounts. Instead of trying to reach a large number of prospects, you focus your efforts on accounts that show clear signs of buying interest.
The data indicates which companies are researching relevant topics, consuming content from your competitors, or comparing solutions within your industry.
To gain real-time insights into these buyer intent signals, platforms like Intentrack.ai offer AI-powered tools that monitor over 70 B2B buyer intent signals and provide instant notifications. This enables businesses to pinpoint when potential customers are ready to make a purchase.
Purchase intent signals act as an early warning system for sales opportunities. These signals may include:
You can assign scores to accounts based on the quantity, recency, and relevance of these signals.
The key advantage lies in timing. With intent data, you can reach out to accounts when they're actively considering solutions rather than months before or after their buying period. This level of precision allows for personalized communication that addresses specific challenges and interests you've identified through their online activities.
The landscape of intent data technology has evolved dramatically, and selecting the right tool requires understanding which capabilities truly move the needle for your ABM efforts.
AI-driven insights have become non-negotiable in 2025. You need platforms that leverage machine learning to surface patterns human analysts would miss. These systems should automatically identify accounts showing subtle buying signals across thousands of data points, transforming raw behavioral data into actionable intelligence. The best tools use predictive analytics to score accounts not just on current activity, but on their likelihood to convert based on historical patterns and similar buyer journeys.
Account identification and scoring capabilities separate mediocre platforms from exceptional ones. Your chosen tool should:
Integration capabilities determine whether your intent data becomes isolated intelligence or a powerful force multiplier. Seamless connections with your CRM and marketing automation platforms ensure sales teams act on insights immediately. Look for native integrations with Salesforce, HubSpot, Marketo, and other core systems in your tech stack.
Real-time engagement tracking gives you the competitive edge of knowing when prospects are actively researching solutions. The platform should identify anonymous website visitors, track content consumption patterns, and trigger alerts when high-value accounts show heightened interest. This enables your team to reach out at precisely the right moment with relevant messaging.
Multi-channel campaign orchestration capabilities allow you to activate intent data across email, display advertising, social media, and direct outreach simultaneously, creating a coordinated experience that resonates with target accounts wherever they engage.
Choosing from the 12 Best B2B Intent Data Tools for Account-Based Marketing Success in 2025 requires a strategic approach that goes beyond feature comparisons. You need to evaluate each platform against your specific business requirements and current ABM maturity level.
Your platform selection criteria should start with an honest assessment of where you stand in your ABM journey. If you're just beginning with account-based strategies, you'll benefit from tools offering guided workflows and pre-built templates. Companies with mature ABM programs need advanced customization options and sophisticated predictive capabilities. Consider whether you're targeting a handful of strategic accounts or scaling to hundreds of target accounts—this distinction dramatically impacts your tool requirements.
The data management capabilities of your chosen platform determine how effectively you can activate intent signals. You should examine:
Your implementation timeline affects when you'll see ROI potential from your investment. Some platforms require extensive technical setup and months of data calibration, while others offer rapid deployment with immediate value. Assess your internal resources—do you have dedicated ABM specialists, or will you need vendor-provided training and support? The complexity of your tech stack also influences how quickly you can achieve full integration and start leveraging intent data for campaign orchestration.
Demandbase One is an all-in-one ABM platform powered by AI. It brings together advertising, sales intelligence, and account-based experience features into one solution. With this platform, you can receive real-time intent signals by tracking how accounts engage with your brand through various channels. This allows you to pinpoint which accounts are actively researching solutions relevant to your industry.
Demandbase One operates on a custom pricing model based on your company size, number of target accounts, and specific feature requirements. Pricing typically starts in the mid-five-figure range annually for mid-market companies, with enterprise packages reaching six figures. The platform requires an annual commitment, and you'll need to contact their sales team for a detailed quote tailored to your ABM program needs.
6sense Revenue AI is a powerful tool in the world of predictive analytics. It uses artificial intelligence to find accounts that are actively looking for solutions in your industry. The platform looks at billions of buying signals online to predict which accounts are interested and where they are in their buying process.
6sense does not have a fixed pricing plan. Instead, it offers custom pricing based on the size of your target account universe and the features you need. Generally, annual contracts start at around $60,000 for mid-market companies and can go up to $150,000 or more for enterprise implementations.
ZoomInfo Marketing combines comprehensive B2B contact data with intent signals to power your ABM campaigns. The platform stands out for its data enrichment capabilities, providing access to over 100 million verified business contacts and detailed company intelligence that helps you build precise target account lists.
ZoomInfo Marketing uses custom pricing based on database access levels, user seats, and feature requirements. Annual contracts typically start around $15,000 for small teams, with enterprise packages reaching six figures for comprehensive access.
RollWorks Account-Based Platform delivers a comprehensive solution for executing multi-channel campaigns with precision targeting capabilities. The platform combines account identification, engagement tracking, and conversion optimization into a unified system designed specifically for B2B marketers running ABM programs.
RollWorks uses a tiered pricing structure starting around $975/month for their Starter plan, with custom enterprise pricing available for larger organizations. The platform charges based on account volume and feature access, making it accessible for mid-market companies entering ABM.
Terminus is an all-in-one account-based marketing platform that specializes in managing campaigns across multiple channels and tracking engagement with your target accounts. It combines various data signals, such as intent data, with advertising, chat, and email features to deliver personalized experiences to decision-makers wherever they consume content.
Terminus uses custom pricing based on the number of target accounts, channels activated, and feature modules selected. Most mid-market implementations start around $30,000 annually, with enterprise packages reaching six figures for comprehensive deployments.
Bombora specializes in providing Company Surge® Intent data, which tracks content consumption patterns across a cooperative network of over 5,000 B2B websites. This approach gives you visibility into which accounts are actively researching topics related to your solutions, even before they visit your website.
Bombora uses custom pricing based on your data volume needs, number of intent topics tracked, and integration requirements. You'll need to contact their sales team for specific quotes tailored to your account universe size.
Priority Engine by TechTarget is a specialized lead intelligence platform that uses TechTarget's extensive network of technology-focused media properties to capture genuine purchase intent signals. With this platform, you can access behavioral data from millions of IT professionals who are actively researching solutions across TechTarget's portfolio of over 140 technology-specific websites.
Key Features:
Pros:
You benefit from highly accurate, first-party intent data rather than relying solely on third-party signals. The platform excels at identifying accounts early in their research phase, giving your sales team a significant head start. The technology-specific focus makes it particularly valuable for B2B tech companies and IT service providers.
Cons:
The platform's strength in technology sectors means it may not provide comprehensive coverage for companies outside the tech industry. Pricing can be substantial for smaller organizations, and the data is limited to TechTarget's network reach.
Pricing:
TechTarget typically offers custom pricing based on your target account universe, data requirements, and integration needs. Expect enterprise-level investment starting in the mid-five-figure range annually.
Clearbit positions itself as a data enrichment powerhouse that transforms basic contact information into comprehensive account profiles. The platform automatically appends over 100 data points to your existing records, creating a unified account view that includes firmographic details, technographic insights, and employee information.
Clearbit operates on a credit-based pricing model starting at approximately $99 per month for smaller teams. Enterprise pricing requires custom quotes based on enrichment volume and feature requirements. The platform offers a free tier with limited monthly enrichments for testing purposes.
Drift transforms how you engage with high-intent accounts through real-time engagement powered by conversational AI. The platform identifies website visitors from your target account list and initiates personalized conversations at the exact moment buying intent peaks.
Drift operates on custom pricing based on your company size and feature requirements. The Premium plan starts around $2,500/month, with Enterprise options available for larger organizations requiring advanced ABM capabilities and dedicated support.
