Intent data reveals which prospects are actively researching solutions like yours right now. This intelligence transforms B2B marketing and sales by identifying buyers at the exact moment they're ready to engage. You can prioritize outreach, personalize messaging, and close deals faster when you know who's showing purchase intent.
The challenge? Understanding the true cost of intent data goes far beyond the sticker price. Hidden fees, credit limitations, and complex pricing structures can turn an attractive quote into a budget nightmare.
This article breaks down the pricing models of three leading providers:
You'll discover how each provider structures their costs, what hidden expenses to watch for, and which pricing model aligns with your business size and goals. By the end, you'll have the clarity needed to make an informed investment in intent data that actually delivers ROI.
Intent data captures digital signals that reveal when prospects actively research solutions like yours. With platforms like Intentrack.ai, you can track these behavioral patterns across the web to identify accounts showing genuine purchase interest before your competitors do.
B2B intent signals come in several forms that paint a complete picture of buyer readiness:
The intent data benefits transform how you approach sales and marketing. You can:
Purchase intent accuracy directly impacts your bottom line. High-quality intent data can lead to:
Intent data pricing models vary significantly across providers, directly affecting how you budget for and measure the return on your investment. Understanding these structures helps you anticipate costs and align them with your business objectives.
Credit-Based Pricing operates on a prepaid system where you purchase a set number of credits upfront, typically through annual contracts. Each action—whether exporting contact information or accessing intent signals—consumes credits from your allocation. This model requires careful planning since running out of credits mid-campaign means additional purchases or waiting until contract renewal.
CPM Pricing (Cost Per Thousand impressions) charges based on the volume of intent data you consume. You pay for every thousand intent signals or data points accessed, making costs scale with usage. This structure works well when you have predictable data consumption patterns and can forecast your monthly or quarterly needs.
Pay-Per-Lead Pricing charges you only for qualified leads that meet your specific criteria. You pay a fixed amount per lead delivered, eliminating waste from irrelevant data. This model offers the most predictable cost-per-acquisition metrics and reduces financial risk since you're not paying for data you won't use.
Each pricing structure impacts your budgeting differently:
ZoomInfo operates on a credit-based annual contract system with no monthly subscription options. You're looking at starting costs between $15,000 and $25,000 per year for small teams, scaling to $35,000-$45,000+ for larger implementations. The platform bundles multiple products—SalesOS, MarketingOS, OperationsOS, and TalentOS—with pricing varying based on seats, contact exports, and feature access.
Pros: You get an all-in-one solution with extensive B2B data and advanced features. Cons: High upfront investment, credit limitations, and potential renewal upsells can strain budgets.
Bombora uses a volume-based CPM structure leveraging its Data Cooperative of 5,000+ B2B websites. Pricing isn't publicly disclosed—you'll need to contact sales for custom quotes based on your data consumption needs.
Pros: Highly accurate intent signals from a massive cooperative network. Cons: Opaque pricing requires direct negotiation, potentially complex cost forecasting.
Intentrack offers flexible pay-per-lead pricing starting at $20-$25 per lead or unlimited monthly plans at approximately $1,999-$2,000. You can select from 70+ intent triggers with no monthly commitment in the pay-per-lead model.
Pros: Transparent pricing, low entry barriers, reduced lead acquisition costs. Cons: Potentially higher costs for large-scale operations if not managed properly.
When comparing intent data costs across these three providers, the financial differences become immediately apparent.
ZoomInfo demands the highest upfront investment, with annual commitments ranging from $15,000 to $45,000+. You're paying for a comprehensive platform that bundles contact data, intent signals, and advanced features, but you'll need to carefully monitor your credit usage to avoid unexpected overages.
Bombora positions itself in the middle tier with volume-based CPM pricing. While exact figures aren't publicly available, their Data Cooperative model can deliver economies of scale if you're consuming large volumes of intent data. You'll need to request custom quotes based on your specific consumption patterns.
Intentrack offers the most transparent and accessible pricing structure. At $20-$25 per lead with pay-per-lead options or $1,999-$2,000 monthly for unlimited access, the cost per lead analysis reveals significant savings compared to industry averages. You're looking at costs that are roughly 10-12% of the typical $200 per lead benchmark.
| Provider | Entry Cost | Best For | Cost Structure |
| ZoomInfo | $15,000-$25,000/year | Enterprise teams | Credit-based annual |
| Bombora | Custom quote | Volume buyers | CPM/volume-based |
| Intentrack | $20-$25/lead or $1,999/month | Small to mid-size teams | Pay-per-lead or unlimited |
Selecting intent data provider based on budget-friendly solutions requires aligning your organization's specific needs with each provider's pricing structure and capabilities.
For enterprise-level organizations with substantial budgets and complex data requirements, ZoomInfo's comprehensive platform justifies its $35,000-$45,000+ annual investment. You gain access to extensive contact databases, advanced AI features, and multiple product suites that support large-scale operations across sales, marketing, and recruiting teams.
Mid-sized companies seeking proven accuracy should evaluate Bombora's CPM-based model. The Data Cooperative's 5,000+ B2B websites deliver ethically sourced intent signals that integrate seamlessly with existing marketing automation platforms. You'll need to request custom quotes, but the volume-based pricing can scale efficiently with your growth.
Smaller teams or cost-conscious businesses benefit from Intentrack's transparent pricing starting at $20-$25 per lead or $1,999 monthly for unlimited access. You avoid annual commitments while receiving fully managed setup and enriched data delivery. The pay-per-lead option lets you test intent data effectiveness without significant upfront investment, making it ideal for organizations new to intent-based strategies or those with limited marketing budgets.
The base pricing you see advertised rarely tells the complete story. Hidden fees in intent data services can significantly inflate your actual costs, catching unprepared teams off guard.
ZoomInfo customers frequently encounter credit overages when their data export needs exceed initial estimates. You might start with a plan that seems adequate, only to discover that accessing premium features like advanced intent signals or technographic filters consumes credits faster than anticipated. Renewal periods often bring unexpected price increases through upsells for features you didn't initially need but now depend on.
Bombora's volume-based CPM model means your costs fluctuate with usage. If your marketing campaigns scale up or you expand into new markets, you'll consume more intent data impressions than budgeted. The lack of transparent public pricing makes it challenging to forecast these expenses accurately.
Intentrack's pay-per-lead structure appears straightforward, but you need to carefully evaluate which intent signals you're purchasing. Some triggers deliver higher-quality leads than others, and experimenting to find the right mix can increase your initial investment before you optimize your lead selection strategy.
The true cost of intent data goes beyond just the prices you see—you need to consider features, service levels, and how your team actually uses the data. ZoomInfo offers extensive capabilities for large companies willing to make a significant upfront investment. Bombora's cooperative network provides unmatched accuracy for organizations prioritizing data quality. Intentrack offers transparent, flexible pricing that appeals to cost-conscious teams seeking immediate value.
Your business goals should guide your decision. A startup with a limited budget benefits from Intentrack's pay-per-lead model, while a large sales organization might justify ZoomInfo's annual commitment. The True Cost of Intent Data: Comparing Pricing Models of ZoomInfo, Bombora, and Intentrack shows that the right provider matches your growth stage, technical resources, and revenue targets—not just the lowest monthly fee.
