Top 15 tools and AI solutions for intent-based marketing

What are intent-based marketing tools?

Intent-based marketing tools are platforms or applications that help you identify and engage potential buyers based on what they’re actually doing.

So, instead of relying on static demographics or job titles, these tools analyze behavioral signals that reveal when an account or individual is researching solutions, comparing vendors, and evaluating alternatives.

The goal here is to know who your target accounts are, understand when they’re in-market and what they’re specifically looking for.

And for B2B marketers, these tools provide a direct window into real-time interest, letting you engage prospects the moment they enter an active buying cycle.

Related → What Is B2B Intent Data? How to Get It, Use It, and More

How do intent-based marketing tools work?

Step 1: Gathering intent data

Intent-based marketing tools rely on behavioral data to understand buyer readiness. This data comes from two key sources:

• First-party intent data: Signals collected from your own digital ecosystem. E.g., website visits, resource downloads, event registrations, product page views, chat interactions, or pricing inquiries.

These behaviors show direct engagement with your brand.

• Third-party intent data: Broader activity happening outside your owned channels. E.g., what topics users read about on industry blogs, review sites, or communities.
  • For example, if multiple employees from a target company start engaging with content about “data loss prevention software,” that’s a strong indicator of category-level interest, even if they haven’t visited your site yet.

By combining both data sets, intent-based tools build an enriched profile of buyer behavior, showing who is researching, what they care about, and how close they are to making a decision.

Step 2: Identifying intent signals

Once data is collected, these tools use algorithms and AI models to identify specific intent triggers—i.e., patterns that suggest elevated buying interest.

Common examples include:

• Repeated visits to product or pricing pages
• Increased searches for “best [product/service]” or “[competitor] alternatives”
• Consuming multiple pieces of content around a single pain point
• Comparing solutions on third-party review platforms
• Downloading buyer-stage assets (e.g., case studies, demos, pricing guides)

Each of these behaviors contributes to an “intent score,” which helps marketers and sellers prioritize high-potential accounts and ‘de-emphasize’ those still in early research stages.

Related → How to identify accounts for ABM: A step-by-step guide for B2B marketing teams

Step 3: Activating and tailoring marketing efforts

Once an account or individual is flagged as “in-market,” the tool integrates that insight across your martech stack. These include ABM platforms, CRMs, ad networks, and sales engagement systems—to trigger timely, personalized engagement.

Here’s how it typically plays out:

• Personalize content and outreach: Create dynamic ad or email campaigns that match the buyer’s research intent (e.g., highlighting ROI content for CFOs researching cost efficiency).
• Prioritize outreach: Route high-intent accounts to sales teams with relevant context, ensuring they reach out while the buyer’s interest is still fresh.
• Optimize campaign spend: Focus budget and messaging on the accounts that show actual buying behavior, maximizing efficiency across every channel.

Types of intent-based marketing solutions

Intent-based marketing is powered by an interconnected system of tools. With each responsible for capturing, interpreting, activating, or measuring buyer intent across the customer journey.

But to better understand how they work, we’ve split these tools into four categories:

1. Core account-based marketing (ABM) and intent data platforms

These are the ‘command centers’ of intent-based marketing. They serve as the central hub that unifies your data, orchestrates engagement across channels, and gives every revenue team a single source of truth about who’s in-market, and why.

What they do:

These platforms combine first-party data (from your CRM, website, and marketing automation system) with third-party intent data collected across the web.

Using AI and machine learning, they analyze this data to identify which accounts are showing strong buying signals. Next, it scores them by likelihood to convert. And then, activate personalized campaigns across advertising, email, and sales outreach.

Key examples:

• Demandbase: A unified Smarter GTM platform that connects advertising, account intelligence, and sales plays.
• 6Sense: Predicts which accounts are in-market and recommends the best next actions for revenue teams.
• DemandScience: Focuses on multi-channel orchestration to deliver cohesive, intent-driven experiences across the funnel.

Related → What is ABM intent data & how to use it effectively in your ABM strategy

2. Specialized intent data providers

These systems are responsible for gathering and refining high-quality intent signals across the digital ecosystem.

What they do:

These providers track content consumption across thousands of B2B websites, publisher networks, research portals, and forums.

By analyzing patterns in topic-level engagement, they identify which companies are showing spikes in interest around specific themes or products.

For example, when a company’s employees start consuming an unusual volume of content around a specific topic—say, “data warehouse migration” or “cybersecurity compliance”—the platform flags it as a signal of active research.

This is called surge intent, and it’s one of the most predictive signals available.

Most organizations feed this data into a larger platform like Demandbase or 6Sense, or directly into their CRM, to enrich targeting and segmentation.

Key examples:

• Bombora: The market leader, best known for its Company Surge data collected through a cooperative of B2B publishers.
• ZoomInfo: Combines deep company intelligence with behavioral data to pinpoint both who is in-market and who to contact.

Related → 40 Best account-based marketing (ABM) solutions

3. AI-powered activation tools

These are specialized systems that take buyer intent data as an input and use it to trigger real-time engagement across specific channels.

What they do:

These tools activate intent insights the moment a relevant signal appears. They specialize in optimizing one engagement channel (chat, personalization, email, or ads) and make that channel more intelligent by adapting content or experiences to match known intent.

For example, let’s say a high-intent account lands on your site. Now instead of seeing a generic homepage, they see a personalized landing page with a case study from their industry and a CTA to book a demo. Or they’re instantly routed to a live sales rep via chat. The experience adapts based on what you know about them.

Key examples:

• Conversational AI tools like Drift or Qualified can identify when someone from a high-intent account is visiting your site and immediately alert a sales rep or initiate a personalized chat.
• Website personalization platforms like Mutiny can dynamically change headlines, CTAs, and content blocks based on a visitor’s company, industry, or topic interest.

4. Attribution and analytics solution

Knowing who’s interested is one thing. Proving how that interest turned into revenue is another.

That’s where attribution and analytics tools complete the intent-based marketing loop. They connect your marketing campaigns directly to business outcomes.

What they do:

These solutions analyze the complex, multi-touch buyer journey that defines modern B2B decisions. They map every marketing and sales interaction (from the first ad view to the final closed deal) to show which touchpoints actually influenced the pipeline.

Key examples:

• Multi-touch attribution platforms (e.g., Dreamdata, HockeyStack): Assign credit across all touchpoints, giving full visibility into the journey from first exposure to conversion.
• ABM platforms (e.g., Demandbase, 6Sense): Offer built-in analytics that measure how intent-driven campaigns perform across every stage of the funnel, right inside the same platform where campaigns run.

The role of AI in intent-based marketing

Artificial intelligence is the foundation that powers modern intent-based marketing.

Without it, you’d just have a lot of unstructured behavioral data (clicks, views, article reads, and searches) that no human team could possibly interpret fast enough.

But with AI, those actions become patterns that reveal who is most likely to buy, what they care about, and when they’re ready to engage.

Here’s how AI drives every stage of the intent-based marketing process:

Large-scale behavioral data analysis

Intent signals exist across millions of accounts, thousands of topics, and countless digital touchpoints. Every day, B2B buyers consume content, search for solutions, compare vendors, and engage with ads. Capturing and analyzing that activity manually is impossible.

AI algorithms do the heavy lifting, processing billions of behavioral data points in real-time. They track content consumption across publisher networks, monitoring search patterns, analyzing website visits, and correlating engagement across channels.

They do this continuously, updating intent scores as new signals arrive, so your view of account readiness is always current.

The scale also matters because intent is contextual. A single page view means nothing. But 15 content interactions from five different employees at the same company over two weeks on the same topic is a buying signal.

AI identifies those patterns across your entire total addressable market simultaneously, something human teams might struggle to do.

Related → How to use intent data for B2B sales and marketing

Intelligent signal detection

Not all behavior signals intent. Someone casually reading a blog post is different from someone downloading three competitive comparison guides in a week.

But traditional rules-based systems struggle with nuance. They treat all engagement as equal or rely on basic thresholds that miss context.

Meanwhile, machine learning models analyze the type, frequency, recency, and context of behaviors to score intent strength. They learn from historical data what patterns correlate with actual purchases, then apply those learnings to predict which current behaviors indicate buying readiness.

For example, AI can recognize that:

• A single pricing page visit from a small account might be exploratory noise
• But three pricing page visits from a Fortune 500 account, combined with competitor research and case study downloads, is high intent
• And if five different people from that account are researching simultaneously (multi-threading), intent strength spikes further

AI also adjusts for topic relevance and account fit. It understands that research on “implementation best practices” from an account that matches your ICP is more valuable than the same research from a company outside your target market.

Predictive forecasting and opportunity modelling

By the time intent is obvious—e.g., an account is on your pricing page, requesting demos from three vendors—it’s already late.

The early research phase is when buyers form opinions, build shortlists, and develop preferences. If you’re not visible then, then it becomes difficult.

But with predictive AI models, you can analyze historical buyer journeys to identify leading indicators.

These models can detect patterns like:

• Accounts that suddenly increase research activity (surge intent) are 3x more likely to enter an active evaluation within 60 days
• When multiple personas from the same account start researching (buying committee activation), deal velocity increases by 40%
• Accounts that engage with bottom-funnel content (ROI calculators, implementation guides) within 30 days of initial awareness are twice as likely to convert

AI uses these patterns to forecast which accounts are moving toward a buying decision, even if they haven’t exhibited the most obvious intent signals yet.

Related → How to create a B2B go-to-market strategy 

Automated personalization

Once AI identifies high-intent accounts, it automatically triggers contextually relevant experiences across touchpoints (ads, website content, chatbots, and even outbound sequences).

For example, an account researching “account-based advertising platforms” might see:

• A targeted CTV ad about data-driven account-based marketing strategy.
• A personalized website homepage emphasizing “cross-channel orchestration.”
• A chatbot offering a resource titled “How to Build a Smarter GTM Motion.”

All these activations are automated and updated dynamically based on live intent changes.

Multi-touch attribution and impact measurement

AI-powered attribution models analyze the full buyer journey and assign credit to each touchpoint based on its statistical contribution to the outcome.

Unlike simplistic first-touch or last-touch models, AI considers:

• The sequence and timing of interactions
• The influence of different channels at different stages
• The impact of multi-threading (multiple contacts from the same account engaging)
• How intent strength correlates with conversion likelihood

This gives you a detailed view of what’s working (and what’s not). You can see that;

• CTV ads drive initial awareness, 
• intent-triggered email nurtures keep accounts engaged, 
• personalized website experiences accelerate consideration, and 
• timely sales outreach closes deals. 

With all of this, it’s easy to quantify the contribution of each.

Things to look for in intent-based marketing solutions

Robust intent data collection and quality

The foundation of any intent-based marketing platform lies in the data it captures. And that includes both first- and third-party data.

Your preferred solution should gather and use intent data from these validated sources to create a complete ‘behavioral footprint’ of your target audience (or accounts).

This means going beyond page views and downloads to track search patterns, content topics, and competitive research across the web.

Why it matters:

Without comprehensive data, your insights are incomplete, and your targeting will miss the mark. High-quality intent data tools ensure you’re identifying relevant activity—i.e., what topics matter, when interest spikes, and how it connects to your solution.

AI-powered intent signal detection and lead scoring

You must choose platforms that use AI and machine learning to identify behavioral patterns that indicate genuine purchase intent.

These systems learn what a “buying journey” looks like in your industry, then assign intent scores to each account or lead based on the strength, frequency, and recency of their activity.

Why it matters:

AI allows you to separate curiosity from commitment. It recognizes when a spike in research is meaningful (e.g., 10 employees reading about a single topic) versus random.

This ensures that your marketing and sales teams focus their time and budget on the accounts that statistically have the highest likelihood of converting.

Related → Understanding AI lead scoring: Definition, benefits, and how to get started

CRM and marketing automation integration

Your chosen platform should connect seamlessly with your CRM (e.g., Salesforce, HubSpot) and marketing automation tools (e.g., Marketo, Pardot, HubSpot) to synchronize data, automate workflows, and maintain a unified account view.

Why it matters:

Without integration, intent insights stay locked in a dashboard. With it, you can automatically trigger campaigns, such as sending personalized emails to high-intent, quality leads or alerting sales when an account moves into an active buying stage.

Actionable insights and real-time activation

You need a platform that helps you surface the data and also tells you what to do with it. That means turning raw intent signals into actionable insights that fuel engagement across multiple channels. A few examples include personalized web experiences, targeted ad campaigns, or timely sales outreach.

Why it matters:

Intent data has a short shelf life. If your system can’t push insights to the right channels instantly, your competitors will act on the same accounts before you do.

The ability to activate insights in real time keeps your messaging relevant, increases engagement, and shortens your response window (ideally target <24 hours).

Related → Understanding ABM orchestration for B2B marketing 

Comprehensive reporting and attribution

Intent-based marketing platforms should go beyond surface metrics (impressions, clicks, page visits) to track pipeline and revenue influence. This includes identifying how each intent-driven touchpoint contributes to opportunity creation and deal velocity.

Why it matters:

Attribution and performance dashboards help you prove ROI, justify spend, and refine future strategies. Your preferred solution should be able to integrate with your CRM to show which intent signals actually resulted in pipeline, and which didn’t.

Related → Measuring ROI of intent-nased marketing 

15 Best AI-powered solutions for intent-based marketing in 2026

1. Demandbase

Demandbase is the leading account-based marketing (ABM) and intent-data platform that empowers B2B organizations to identify, engage, and convert high-value accounts.

It offers the ability to connect first-party behavioral data from your website and CRM with third-party intent signals captured across the B2B web.

Then it layers on proprietary Account Intelligence that identifies which companies are in-market, what they’re researching, and where they sit in the buying journey.

This unified data model powers everything from programmatic advertising to sales outreach to pipeline analytics, ensuring every team operates from the same account-level truth.

Demandbase also enables coordinated action across marketing, sales, and customer success based on real-time account behavior.

For example, when an account shows surge intent, Demandbase can automatically adjust ad targeting, personalize website experiences, trigger sales alerts, and update CRM records without manual intervention.

Key features of Demandbase

Account intelligence

This is Demandbase’s proprietary intelligence layer that combines firmographic data, technographic signals, and behavioral intent to create comprehensive account profiles.

It identifies which companies are visiting your website (even anonymous traffic), matches them to your target account lists, and enriches each account with detailed attributes—e.g., employee count, revenue, technology stack, business initiatives, competitive landscape.

This intelligence helps targeting precision across all downstream activities, ensuring you’re reaching the right accounts with relevant context.

Intent data platform

Aggregates third-party intent signals from Bombora’s Company Surge data and Demandbase’s proprietary intent network, capturing research activity across thousands of B2B publications, review sites, and communities.

The platform identifies topic-level intent (what accounts are researching), intent strength (how actively they’re researching), and intent trends (whether research activity is increasing or plateauing).

Intent scores update continuously and integrate directly into account records, giving sales and marketing teams real-time visibility into buying committee engagement.

Advertising cloud

This is a B2B-native programmatic advertising platform that enables precise account-based targeting across display, social, CTV, and video.

Built on the Piper B2B DSP, it allows you to target specific companies on your account lists, and adjust creative based on account characteristics and intent signals.

The platform also includes frequency capping at the account level (not just the cookie level), cross-channel attribution, and real-time campaign optimization.

You’re buying impressions against named accounts, which eliminates wasted spend on audiences outside your ideal customer profile (ICP).

Website personalization 

Dynamically adapts your website experience based on the visiting account’s industry, company size, technology stack, intent signals, and stage in the buyer journey.

You can change headlines, CTAs, product messaging, case studies, and even navigation based on who’s visiting.

Personalization rules can be set manually or driven by AI recommendations, and A/B testing is built in to optimize performance over time.

Sales intelligence and engagement

Surfaces account-level insights directly in Salesforce, including intent signals, recent website activity, engaged contacts, and recommended next actions.

Sales reps see which accounts are showing buying signals, what content they’ve consumed, and which topics are driving their research.

Demandbase also enables ‘one-to-one’ and ‘one-to-few’ outreach campaigns with personalized messaging based on account intelligence. This ensures sales engagement is informed by the same intent data driving marketing efforts.

Account-based analytics and attribution

Provides closed-loop reporting that connects marketing and sales activities to pipeline and revenue outcomes at the account level.

You can track how intent signals correlate with opportunity creation, measure account engagement over time, and attribute revenue to specific touchpoints across the buyer journey.

Demandbase supports multiple attribution models (first-touch, multi-touch, custom) and allows you to segment performance by account tier, industry, or campaign.

Journey insights

Maps the complete account journey from first anonymous website visit through closed-won deal. It shows every touchpoint including ads viewed, content consumed, sales interactions, intent spikes, and engagement patterns.

This timeline view helps revenue teams understand what’s working (which activities correlate with progression) and what’s not (where accounts stall or churn).

AI-powered recommendations

Uses machine learning to suggest next-best actions for both marketers and sales reps based on account behavior and historical conversion patterns.

• For marketers, it might recommend which accounts to add to campaigns, which messaging to test, or which channels to prioritize.
• For sales, it suggests optimal outreach timing, which contacts to engage, and what talking points to lead with.

The recommendations improve over time as the AI learns from your specific outcomes.

Self-serve targeting and campaign control

Gives marketers direct control over campaign setup, audience management, and budget allocation without requiring agency or platform support.

You can launch new campaigns, adjust targeting parameters, swap creative, and reallocate spend in real-time based on performance.

What are customers saying about Demandbase?

2. 6Sense

6Sense positions itself as a ‘Revenue AI’ platform designed to predict which accounts are in-market before they show obvious buying signals.

It uses AI and machine learning to analyze behavioral signals (e.g., anonymous website visits, search patterns), and correlates those signals with historical buying patterns.

This predictive engine assigns each account to a stage in what 6Sense calls the “buying journey,” from awareness through consideration to decision. This allows revenue teams to tailor their approach based on where an account actually sits.

Key features of 6Sense

• Signalverse: Ingests and processes trillions of buyer signals daily. This includes content consumption, search behavior, and external research across millions of webpages— to detect emerging intent trends from accounts.
• AI-powered predictive intelligence (6AI): This is 6sense’s proprietary AI that leverages machine learning to analyze intent patterns and predict which accounts are most likely to buy and when.
• Buyer persona data: 6Sense provides enriched contact intelligence (roles, behaviors, direct emails, technographics) to help teams engage the right personas within high-intent accounts.

Pros of 6Sense

• “I particularly value the detailed and clearly defined buying signals and intent features, which give actionable insights into a prospect’s buying intent.” (Read full review).
• “The interface is clear, the alerts are relevant, and it gives a real boost to the ABM strategy. It saves precious time in identifying active accounts, enabling intelligent prioritization and a higher conversion rate.” (Read full review).

Cons of 6Sense

• “One potential downside of 6sense Sales Intelligence is that the platform can have a steep learning curve for new users due to its rich features and data complexity.” (Read full review).
• “The platform also has a bit of a learning curve at first especially when it comes to customizing filters and interpreting buyer stage data across different segments.” (Read full review).

How much does 6Sense cost?

6Sense typically operates with enterprise-level pricing that scales with data volume, number of users, and level of orchestration required.

3. ZoomInfo

ZoomInfo operates as a go-to-market (GTM) intelligence with a large proprietary database of B2B contacts and companies.

It provides detailed profiles on over 100 million business contacts and 14 million companies, enriched with direct dials, verified email addresses, job titles, reporting structures, technology stacks, and firmographic details.

Key features of ZoomInfo

• ZoomInfo intent: Tracks billions of content engagements across the web and identifies which companies are showing surges of interest around specific keywords or topics.
• Chorus conversation intelligence: Records, transcribes, and analyzes sales calls to extract insights about deal blockers, sentiment, and recurring topics.
• Engage + Chat: This is ZoomInfo’s native sales engagement suite that allows SDRs to launch email cadences, calls, or chat outreach directly within the platform.

Pros of ZoomInfo

• “Zoominfo sales has the right contacts that I need to get our acquisitions pipeline flowing. Most companies I can find the correct contact in maintenance and indirect procurement.” (Read full review).
• “Oftentimes you have a contact with an outdated email or phone number. ZoomInfo is a great tool to use when this happens to find a prospect/customer’s current contact information.” (Read full review).

Cons of ZoomInfo

• “I find the cost of ZoomInfo Sales to be a bit expensive, especially for smaller companies. While it’s a valuable tool, the pricing can be a significant hurdle for those with limited budgets.” (Read full review).
• “Many times I find that the contact’s email, or numbers are outdated. This is my biggest concern, sometimes I find that Apollo might have the more up to date info, and they provide their services for free up to a certain usage which sort of fills in the gaps for when ZoomInfo is lacking.” (Read full review).

How much does ZoomInfo cost?

ZoomInfo pricing varies depending on the data volume, modules, and automation layers selected.

Plans typically begin at a mid-tier range suitable for scaling B2B teams, with enterprise tiers offering access to the full RevOS suite (including Intent, Orchestrator, Engage, and Chorus).

4. Bombora

Bombora established itself as the category leader in third-party B2B intent data by pioneering the concept of ‘Company Surge’. This proprietary algorithm analyzes content consumption patterns across this network to determine when companies show an unusual spike in interest around a given topic.

For this to work, Bombora uses a co-op data sharing model where 5,000+ B2B publishers, media companies, and content sites contribute anonymized consumption data to a collective pool.

For example, when a company’s employees consume content on these sites (e.g., reading whitepapers, watching webinars) Bombora aggregates those signals at the company level to identify topics that organization is actively researching.

Key features of Bombora

• Topic taxonomy: Bombora uses AI and natural language processing to categorize content into 14,000+ business topics.
• Custom topic modeling: Enterprises can define custom intent topics unique to their product or category (e.g., “AI-driven risk analytics”), allowing Bombora’s AI to track highly specific market trends.
• Audience solutions: Enables marketers to create high-intent audience segments using firmographic, technographic, and topic filters for precise targeting across digital advertising or content syndication channels.

Pros of Bombora

• “Bombora Company Surge is straightforward and easy to use. I came in with no prior experience and was quickly able to master the tool. It provides us with a ton of benefits.” (Read full review).
• “My favorite part of the tool is the automatic surge report and net-new account to HubSpot.” (Read full review).

Cons of Bombora

• “I wish it could go into a bit more detail about who is looking into your company or those keywords.” (Read full review).
• “The software does not support integrating or importing the contact information into this software, you need to use third-party application for storing the contact data of targeted customers, which makes the software workflow a little bit slower and even the processing speed is also affected.” (Read full review).

How much does Bombora cost?

Bombora offers custom pricing based on data usage volume, number of tracked topics, and integration type (API access, CRM sync, or ABM platform linkage).

5. Cognism

Cognism is a global sales intelligence platform that specializes in providing compliant, phone-verified contact data combined with intent signals to help B2B sales teams build pipeline in international markets.

While many intent and contact data providers focus primarily on North America, Cognism leans more to a global-first approach. It offers deep coverage across EMEA, APAC, and NAM with particular strength in European markets where GDPR compliance is non-negotiable.

Key features of Cognism

• Revenue AI engine: Built-in AI model that analyzes past engagement and closed-won deals to recommend new accounts that resemble your best customers and show matching intent behavior patterns.
• Diamond Data: Cognism’s proprietary database of human-verified phone numbers ensures every contact is accurate, compliant, and directly reachable.
• Cognism Reveal (Chrome extension): Enables real-time identification of website visitors by matching anonymous traffic to known accounts.

Pros of Cognism

• “What I like best about Cognism is how reliable and accurate the contact data is, especially for EMEA markets.” (Read full review).
• We use Cognism as one of our main data providers, and the quality of their data has always been excellent. As a UK-based outsourced sales agency, having access to accurate and compliant data is crucial, and Cognism consistently delivers.” (Read full review).

Cons of Cognism

• “I believe there needs to be greater clarity and more tools regarding data usage. Although they state that they are GDPR compliant, they do not offer any clear, GDPR-friendly methods for reaching customers.” (Read full review).
• “I think that it struggles with Scotland in particular. It doesn’t allow me to segment that out as a separate nation within The UK. Also, it’s very biased in favor of large enterprise organizations.” (Read full review).

How much does Cognism cost?

Cognism operates on a custom quote-based model, with pricing dependent on the number of seats, data volume, and integration requirements.

Plans are available for both SMBs and large enterprises, with advanced features (like Diamond Data and Reveal) typically included in higher tiers.

6. Lead Forensics

Lead Forensics is an AI-powered B2B intent identification and website intelligence platform that helps organizations uncover which companies are visiting their website.

The platform transforms anonymous traffic into identifiable business opportunities by matching IP addresses to an extensive global database of companies and decision-makers. It then enriches that visit with firmographic and contact data, behavioral metrics (pages viewed, visit duration), and inferred intent based on activity patterns.

This gives your team a clear picture of which accounts are researching your solution, even if they haven’t engaged with you directly.

Key features of Lead Forensics

• Global contact database: Maintains a proprietary database of over 1.4 billion B2B contacts and 65 million business profiles, enriching identified visits with verified company and decision-maker information.
• Lead scoring: Automatically scores each visitor based on time spent, number of pages viewed, and recency of return visits.
• Intent signal categorization: Uses AI and behavioral analytics to classify visitor behavior by type of interest—such as pricing exploration, product comparison, or case study research.

Pros of Lead Forensics

• “We can immediately see which companies are looking at our website, which pages they’ve visited, how long and how often they’ve been on there – it gives us a hot lead list.” (Read full review).
• “The system is very easy to use and gives you plenty of information to help you find and contact potential business. If you do happen to have any issues or questions, their support staff is top notch.” (Read full review).

Cons of Lead Forensics

• “The interface can feel a bit dated and the layout is not always intuitive, which can make navigating certain reports confusing at first.” (Read full review).
• “I wish it had bi-directional sync with HubSpot so that we could sync all of our prospect data back and forth automatically.” (Read full review).

How much does Lead Forensics cost?

Lead Forensics provides a customized pricing model based on website traffic volume, data access level, and number of platform users.

7. Factors.ai

Factors.ai is an account-based attribution and analytics platform. It’s designed for B2B marketers who need to connect anonymous website behavior, multi-touch campaign interactions, and intent signals to actual pipeline and revenue outcomes.

What makes Factors.ai distinctive is how it unifies three core parts of the GTM system: account-level analytics, intent signal tracking, and multi-touch attribution.

This gives GTM teams an end-to-end picture of the buyer’s journey and how every touchpoint contributes to revenue.

Key features of Factors.ai

• Factors intent data layer: Combines first-party website behavior with third-party intent signals from Bombora and G2 to identify which accounts are actively researching topics related to your product.
• Ad campaign analytics: Integrates with LinkedIn Ads, Google Ads, and CTV platforms to measure which ad impressions and clicks contribute most to pipeline creation.
• Journey analytics dashboard: Provides a visual timeline of the buyer journey for each account. It shows how anonymous engagement evolves into qualified leads and eventually, closed revenue.

Pros of Factors.ai

• “The platform’s insights allow you to focus on real prospects and your true audience, which improves marketing efficiency. I also appreciate how easy it is to use, with a clean interface and intuitive workflow.” (Read full review).
• “Factors.ai is more cost-effective and has a much easier interface compared to other tools like Leadfeeder, which I used for over 2 years. The user experience feels smoother and more intuitive.” (Read full review).

Cons of Factors.ai

• “I found it challenging to create filters at the beginning due to the complex and extensive segmentation options in Factors.ai.” (Read full review).
• “The platform can be complex to set up for non-techies. Sometimes I feel that the data we get may not be 100% correct.” (Read full review).

How much does Factors.ai cost?

Factors.ai follows a modular pricing structure based on the size of your account base, number of tracked visitors, and integration scope.

8. DemandScience

DemandScience is a global B2B demand generation and intent data platform that helps revenue teams identify, engage, and convert in-market buyers.

The platform functions as both a data engine and an activation layer. It continuously monitors online research behavior across thousands of digital properties (e.g., webinar registrations, whitepaper downloads, and content engagements) to identify surges in topic-level interest at the account level.

Once it detects intent, the system scores those accounts based on behavioral intensity, recency, and historical conversion data. From there, marketers can automatically build and deploy campaigns directly through the platform.

Key features of Demandscience

• PureSignal: Analyzes billions of online interactions across publisher networks, webinars, and research portals to detect which companies are actively showing buying intent around your solution categories.
• PureContact (Global database): Houses over 150 million verified B2B contacts with validated emails, phone numbers, and job functions.
• Content syndication network: Activates campaigns across a network of high-quality, opt-in publishers and industry sites, ensuring your content reaches verified professionals already researching related topics.

Pros of Demandscience

• “I really like how self-serve the platform is, and how simple it is. Whether it’s building campaigns, uploading creative, or building segments in their Data Studio, the customer support articles, and information bubbles along the way tell you everything you need to know.” (Read full review).
• “Our account reps have all been great, really personable, and knowledgeable – as well as honest about potential setbacks (i.e. they don’t have a super strong database for our particular industry) but came up with great ideas to get contacts and content out there and test and pivot to build a program that (hopefully) works” (Read full review).

Cons of Demandscience

• “The sales process was a little pushy with many follow-ups, but that’s my experience with nearly every sales org, especially in software.” (Read full review).
• “Although the help desk is always available for support, it seems that some of the features just don’t load correctly when I’m updating campaigns or uploading new sender groups/targeted lists.” (Read full review).

How much does Demandscience cost?

DemandScience offers a customized enterprise pricing model, depending on data usage volume, campaign scale, and integration requirements. Packages typically include intent data access, contact delivery, and activation services (e.g., content syndication or display).

9. LeadOnion

Lead Onion is an AI-powered intent data and sales intelligence platform built to help B2B organizations uncover, prioritize, and convert high-intent prospects across every stage of the buyer journey.

It goes beyond surface-level intent tracking by combining first-party, third-party, and social intent data into one unified dashboard. It also features a database of 50 billion intent signals, 209+ million verified contacts, and 1.4+ billion matched IPs.

All of this empowers both marketing and sales teams with real-time intelligence, enabling them to target active buyers, launch personalized campaigns, and engage decision-makers at the right time.

Key features of Lead Onion

• Smart workflows: Automates next-best actions by triggering personalized campaigns, CRM updates, or outreach sequences when specific intent thresholds are met
• Prospect search: Uses 30+ firmographic and engagement filters to discover the right buyers. Also features a database of 400+ million GDPR-compliant profiles.
• Reveal actions: Features AutoReveal, Lead Flows, and Quick Reveal to instantly uncover decision-makers the moment they show buying intent.

Pros of Lead Onion

• “Its intent-based prospecting feature is particularly beneficial, as it utilizes real-time intent signals from multiple sources, making my lead generation efforts more targeted and efficient.” (Read full review).
• “I enjoy how this tool handles data, contacts, and signals, and it offers scaling opportunities with minimal effort. The automated lead prospecting and sales outreach workflows add value to my experience.” (Read full review).

Cons of Lead Onion

• “The onboarding process felt a little hectic and complicated for the sales agents.” (Read full review).
• “I find the complex filtering experience in Lead Onion challenging, and I believe it could be improved by tweaking the user experience.” (Read full review).

How much does Lead Onion cost?

Starts at $100 per month.

10. Dealfront (Leadfeeder)

Dealfront emerged from the merger of Leadfeeder and Echobot to create a unified go-to-market intelligence platform.

The platform combines website visitor identification, B2B contact data, sales intelligence, and intent signals to help revenue teams identify, prioritize, and engage with prospects showing active buying interest.

Dealfront operates on two pillars:

• Leadfeeder, which identifies companies visiting your website and tracks their behavior, and
• Echobot, which provides the contact data, firmographics, and sales intelligence needed to reach decision-makers at those companies.

Integrating these capabilities creates a seamless workflow. In this case, your website attracts anonymous visitors, Leadfeeder identifies which companies they represent, Echobot surfaces the right contacts at those companies, and the combined platform scores intent and routes qualified leads to sales.

Key features of Dealfront

• Website visitor identification (Leadfeeder Core): Identifies companies visiting your website in real-time by matching visitor IP addresses to a proprietary database of business networks and organizations.
• Custom feed filters and account targeting: Allows you to create filtered views of website visitors based on firmographic criteria, behavior patterns, or custom tags.
• GDPR-compliant data framework: Dealfront ensures all data is first-party verified, transparent, and ethically sourced.

Pros of Dealfront

• “This is one of the best tools for tracking website visitors and understanding how they navigate through different pages.” (Read full review).
• “Leadfeeder gives us valuable insight into who is visiting our website and helps us identify potential clients we may not have reached otherwise.” (Read full review).

Cons of Dealfront

• “I find the filtering process in Leadfeeder a bit lacking. Specifically, I need better functionality to categorize and filter individuals who sign up for webinars separately from new leads just visiting the website.” (Read full review)
• “What I like less about Leadfeeder is that some identified companies sometimes lack precise details, which can complicate lead qualification.” (Read full review).

How much does Dealfront cost?

Dealfront pricing depends on your setup and needs. They offer different bundles tailored to different business sizes (Start up, Enterprise).

11. HockeyStack

HockeyStack is a B2B revenue analytics and go-to-market intelligence platform designed to show how marketing and sales activities translate into pipeline and revenue.

Its core job is to unify data from your website, product, CRM, and marketing tools, then turn that data into reliable attribution, buyer journey visibility, and account-level insights that revenue teams can act on.

In practice, HockeyStack replaces fragmented reporting across tools like Google Analytics, HubSpot, Salesforce, ad platforms, and product analytics.

It tracks how anonymous visitors become known accounts, how those accounts engage across channels, and how specific touchpoints influence opportunities and deals.

Key features of HockeyStack

• Account-based analytics (ABA): Groups engagement data at the account level , allowing teams to measure how collective buying committees interact with your brand across channels.
• Custom attribution models (Linear, U-Shaped, W-Shaped, Algorithmic): Lets teams customize how credit is distributed across touchpoints.
• Lift reports: Measures the incremental impact of campaigns or initiatives by comparing exposed vs. unexposed accounts, helping teams understand what actually moved pipeline.

Pros of HockeyStack

• “What I like best about HockeyStack is that I was able to set everything up on my own with support from our CS rep. I didn’t need to involve our in-house data team and after learning the ropes, I’ve been able to continue building reports myself.” (Read full review).
• “The product was live and fully integrated in under 2 weeks. From day one, we had real-time visibility into what was actually driving our pipeline.” (Read full review).

Cons of HockeyStack

• “The initial configuration and setup have a steep learning curve. You’ll need a strong SME during initial configuration to build your properties correctly.” (Read full review).
• “While HockeyStack’s platform is genuinely “no-code”, you will need an adept technical user to manage the backend and enable channel-owners for your team to get value.” (Read full review).

How much does HockeyStack cost?

HockeyStack offers a custom-pricing model depending on the plan (marketing intelligence and/or account intelligence), and connected data sources.

12. UserGems

UserGems is a relationship intelligence and revenue platform that helps B2B companies identify the warmest paths to pipeline. It tracks job changes, champion movements, and buying intent across their total addressable market.

What makes UserGems stand out is that it adds a human relationship layer, analyzing who your buyers are, where they’ve gone, and when they’re most likely to buy again.

This approach helps B2B marketing and sales teams capture “hidden demand” by engaging contacts who already know, trust, or have used their product in the past.

Key features of UserGems

• Job change detection: Automatically identifies when contacts in your CRM change companies or roles.
• Champion tracking: Tracks champions and key buyers across their career journey, so sales teams can re-engage trusted contacts when they land in new buying positions.
• Account expansion alerts: Flags promotions or internal role changes within existing customer accounts that indicate upsell, cross-sell, or re-engagement opportunities.

Pros of UserGems

• “I used UserGems regularly in my previous role, and it quickly became one of my favorite sales tools. It made it so easy to stay on top of buyer and customer job changes.” (Read full review).
• “Usergems makes it easy for me to track the highest intent and warmer prospects without having to spend hours every week building manual lists for myself to track through.” (Read full review).

Cons of UserGems

• “Would love to see deeper enrichment on smaller accounts and slightly faster sync times.” (Read full review).
• “Sometimes the email pings gets to me after I am far into the deal, and would love to involve the people identified sooner. (Read full review).

How much does UserGems cost?

UserGems pricing is custom and varies significantly by company size, preferred features (including AI), tracked contacts, and other integrations.

13. Lusha

Lusha is a B2B sales intelligence and prospecting platform that helps revenue teams find, verify, and enrich contact and company data. This includes providing accurate email addresses, phone numbers, and firmographic data tied to real decision-makers.

It works by pulling together verified contact information from multiple data sources and delivers it through a browser extension, web app, and CRM integrations.

Reps then use it to identify buying personas, enrich leads and accounts, and remove friction from outbound workflows.

Key features of Lusha

• Chrome extension: Surfaces verified contact and intent data directly on LinkedIn, company websites, and CRM platforms.
• Prospect recommendations: Uses AI to analyze user search patterns and engagement history, suggesting new accounts and contacts that align with ongoing campaigns or match recent buying signals.
• Lusha conversations: AI notetaker that records all sales meetings, delivers instant summaries, and buyer insights.

Pros of Lusha

• “I really like how easy Lusha makes it to find direct contacts without jumping through multiple tools. The Chrome extension works smoothly on LinkedIn, and most of the data.” (Read full review).
• “Lusha makes prospecting so much faster and more accurate. I especially like how easily it integrates with LinkedIn and CRM tools like HubSpot and Salesforce.” (Read full review).

Cons of Lusha

• “I find the credit system frustrating because when I spend a credit to reveal a contact and the number is outdated or incorrect, I still lose that credit.” (Read full review).
• “There are too many instances where I activate the browser extension on a prospect’s profile, and Lusha either returns zero contact information or provides data that is clearly outdated, such as a previous company phone number or a bounced email address.” (Read full review).

How much does Lusha cost?

Lusha follows a tiered subscription model:

• Free: $0 per month (1 seat included).
• Pro: $22.45 per month (3 seats included).
• Premium: $52.45 per month (5 seats included).
• Custom: Request quote.

14. G2

G2 is a B2B software marketplace and buyer intelligence platform that helps companies influence, capture, and convert in-market demand using verified peer reviews and buyer behavior data.

It shows which accounts are actively researching software, what they’re comparing, and how vendors can engage those buyers at the right moment.

G2 aggregates millions of authenticated user reviews across thousands of software categories. Buyers use G2 to research tools, compare alternatives, and validate shortlists.

On the vendor side, G2 turns this buyer activity into intent signals, account insights, and performance data that sales and marketing teams use to prioritize outreach and shape messaging.

Key features of G2

• G2 buyer intent: Identifies accounts actively researching your product category or competitors based on real activity on the G2 platform.
• Verified reviews engine: Collects and validates user reviews to ensure authenticity, credibility, and relevance for buyers and vendors.
• Grid reports: Visual comparison grids that rank products by customer satisfaction and market presence, influencing buyer shortlists.

Pros of G2

• “G2 Marketing Solutions offers a user-friendly interface and a wide range of marketing tools that simplify campaign management.” (Read full review).
• “It’s really user friendly, there’s a lot of support. When confused about anything Support is very easy to access.” (Read full review).

Cons of G2

• “The shortcomings of the integrations. The 6sense integration has been disappointing, especially since it was one of the main reasons we purchased G2 Marketing Solutions.” (Read full review).
• “At times, reporting lacks deeper segmentation, which makes it challenging to measure ROI for specific channels.” (Read full review).

How much does G2 cost?

G2 (review and research platform) is free. However, if you’re a company wanting to market your software on G2 or use their seller tools, there are paid plans. Solutions like Buyer Intent or advanced insights typically are custom-priced.

15. Dreamdata

Dreamdata is a B2B revenue attribution and GTM analytics platform built to show how marketing and sales activities influence pipeline and revenue.

It connects every touchpoint (from first anonymous visit to closed-won deal) and assigns clear revenue impact to channels, campaigns, and interactions.

Here’s how it works: Dreamdata ingests data from your CRM, marketing automation platform, website analytics, ad platforms, and sales tools.

It then stitches this data together at the account and opportunity level, creating a single, end-to-end view of the B2B buyer journey. This allows teams to understand which efforts drive qualified pipeline, which touchpoints accelerate deals, and where revenue leakage occurs.

Key features of Dreamdata

• Audience hub: Helps you create relevant audiences using unlimited filters like web visits, ad engagement, pipeline stages, and intent signals.
• Customer journeys: Connects anonymous website behavior, known leads, accounts, and opportunities into one continuous buyer journey timeline.
• Signals: Uses AI to scan all your GTM data and identify hidden intent signals that correlate with actual pipeline and revenue.

Pros of Dreamdata

• “Dreamdata gives us full visibility into our customer journey and multi-touch marketing attribution right out of the box.” (Read full review).
• “Dreamdata provides the ability to visualize extended complex B2B buyer journey in a simple to understand journey map.” (Read full review).

Cons of Dreamdata

• “The user interface feels a bit outdated and not as intuitive as it could be. Simplifying navigation and improving data visualization would make the overall experience much smoother.” (Read full review).
• “Some of the naming conventions in the platform are not the same in the company and that causes some confusion.” (Read full review).

How much does Dreamdata cost?

Dreamdata offers two pricing model:

• Starter: Plans for smaller teams. (There’s a free plan and a paid plan that costs $750 per month).
• Advanced: Plans for larger teams. (Requires custom pricing).

Your next big deal is already showing intent. Demandbase finds it.

The market is full of platforms that surface intent data. What separates Demandbase is what happens after you identify intent.

• Can you act on it immediately, or does it require manual work that slows you down? 
• Can you orchestrate engagement across channels, or are you running disconnected campaigns? 
• Can you reach entire buying committees, or just individual contacts?

Demandbase answers “yes” to all these questions because it was built to turn intent into revenue. 

You also get:

• Full-funnel orchestration: When an account shows surge intent, Demandbase automatically adds them to retargeting campaigns, personalizes their website experience, alerts the account owner, and updates your CRM.
• Direct pipeline attribution: Demandbase tracks how intent-driven campaigns influence opportunities and revenue. You can prove that accounts exposed to your campaigns generated more pipeline, closed faster, and converted at higher rates than cold outreach.
• Buying committee visibility within target accounts: Demandbase household-level targeting reaches multiple decision-makers within the same account, even when you don’t have contact data for all of them.
• Real-time sales intelligence that shortens time to action: Intent signals and account engagement data flow directly into Salesforce or HubSpot in real-time, so reps see which accounts are hot without leaving their CRM.

And Christian Lowery, ABX Programs Team Lead, Global Field & Channel Marketing at CyberArk further confirms this:

“Demandbase has been instrumental in helping us bring sales, marketing, and operations together around one strategy. The transparency of the platform and the partnership from their team have made ABX part of how we operate — not just a marketing motion. We’ve gone from using Demandbase as a campaign tool to making it a core part of our go-to-market engine, and that alignment has completely changed how we think about growth [*].”Your buyers are researching right now. They’re forming opinions, building shortlists, and making decisions. The question is if you’re in the conversation early enough to influence those decisions.