The Forrester Wave™: Intent Data Providers For B2B, Q1 2025

Intent Data Providers For B2B Vendor Product Comparisons 2025

Key features and pros and cons of top Intent Data Providers For B2B products:

6sense - Leaders

Pros:

Analytics-first strategy positioning as centralized source for marketing and sales insights
Unique bring-your-own-data model integrates competitor signals into core dataset
Top identity resolution and noise filtering capabilities
Outstanding intent reporting and insight generation
High volume of signals across wide range of keywords
Detailed buying cycle analysis tailored to each client offering
Strong partner ecosystem with prioritized integrations

Cons:

Lack of persona-based insights beyond captured first-party interactions
Customers suggest more data transparency behind predictive model scores
Significant learning curve in early stages of implementation

Bombora - Leaders

Pros:

Gold standard for account-level intent data feeds
Exclusive B2B co-op of websites with primarily exclusive relationships
Highly unique, future-proofed dataset
Broad keyword coverage and expanded geographic reach
Strong buying cycle analysis
Best-in-evaluation intent-specific reporting for direct customers
Ability to deliver data to suit almost any use case
Partner-focused strategy available through direct relationship or embedded in competitor platforms

Cons:

Emphasis on account-level intent hinders buying group prediction
Receiving Bombora data through partnerships does not offer same features or innovation as direct customers
Customers desire faster process for evaluating and adding topics

Demandbase - Leaders

Pros:

One of the largest signal volumes in the evaluation
Highly accurate identity resolution capabilities
Exceptional data integration and delivery options
Outstanding ecosystem of data and software partners
Strong focus on orchestration and automation of GTM processes
Extensive keyword coverage primarily from bidstream
Top score for driving customer adoption
Impressive roadmap for intent development

Cons:

Customers suggest more integration of intent insights with other key data types offered
Primary focus on platform capabilities rather than intent-specific innovation

Intentsify - Leaders

Pros:

Outstanding insight generation and persona-based analysis capabilities
Introduction of Intentsify Orbit identity graph among most significant market innovations
Top scores for accuracy, noise filtering, and identity resolution
Strong growth in geographic coverage
High-end analytics and bespoke-for-everyone modeling
Significant investment in R&D drives differentiation
Impressive intent-specific roadmap
Exceptional level of customer support and data quality trust

Cons:

Smaller partner ecosystem than other leaders
Available data integrations lag peers
User interface not yet at level of top platform partners
Orbit-powered features require upcharge

TechTarget - Leaders

Pros:

Differentiated offering of contact-level intent
Leadership position in multilevel intent insights (accounts, buying groups, contacts)
Exceptional buying group identification
Expanded geographic coverage
Strong buying cycle analysis
In-depth reporting capabilities within Priority Engine
Diverse collection of owned properties including online and in-person event activity
Outstanding customer support and partnership (Customer Favorite)
Strong persona-based analysis through Intentive product
Strong roadmap includes merging newly combined datasets from Informa Tech merger

Cons:

Focus on specific industries (primarily technology and healthcare) limits keyword coverage scope prior to merger
Portion of account-level signals continue to be attributed to opted-in contacts
Best persona-based analysis requires additional Intentive purchase

ZoomInfo - Leaders

Pros:

Diverse set of collection methodologies including proprietary freemium software and human outreach
Largest R&D investment of any provider in evaluation
Strong focus on data compliance and future-proofing collection
Advanced identity resolution and data integration
Extensive ecosystem of partners
Strategic advantage as one of most entrenched data providers in B2B
Impressive AI-focused strategy and roadmap
Comprehensive data offerings actionable for sales
Unique signals not offered by other providers

Cons:

Heavy mix of bidstream reduces overall uniqueness of signals
Room to grow in customer success capabilities
Too-heavy focus on upsell reduces impact of adoption program
Existing customers may overlook intent capabilities as untapped potential

Anteriad - Strong Performers

Pros:

Top scores for data compliance and future-proofed collection methodologies
Robust data integration and delivery capabilities competitive with leading traditional data providers
Privacy-first approach and compliant data collection strategic focus
Acquisition of BNZSA enables compliant data through direct human interaction in 26 languages
Customers praise transparency and affordability
Highly targeted execution
Strong customer service

Cons:

Lacks detailed buying cycle or persona-based analysis
Overall intent dataset lacks high percentage of unique signals
International intent launched in 2024 but overall volume outside North America not yet on par with peers
Customers desire improvements to platform for greater data access, reporting, and visibility

Data Axle - Strong Performers

Pros:

Individual identity graph enables play in both B2B and B2C markets
Successfully leverages database of individuals to supplement buying group prediction
Strong identity resolution befitting major comprehensive data provider
Robust data compliance policies
Array of collection methodologies (business co-op, partner networks, bidstream, licensed data, campaign exhaust)
Extensive partner ecosystem for data capture and marketing activation
Customers praise quality of data and marketing services performance

Cons:

Most differentiated capabilities largely limited to North America
Intent reporting more manual than most peers
Adoption program less developed than closest peers due to do-it-for-you nature
Nearly 50-year history as traditional data provider creates positioning complexity

Dun & Bradstreet - Strong Performers

Pros:

Outstanding data compliance across all data products
Comprehensive data provider with full suite of company, contact, financial, and technographic data
Breadth and depth of data types support vision
On-par reporting, insight generation, and data integration when leveraging platforms
Sources through large partner publisher network, data co-ops, and licensed sources
Customers praise quality and variety of data
Capacity to serve as primary data provider across data types
Smooth blending of data types inside platforms

Cons:

Below-par scores for innovation and roadmap reflect lack of clear intent prioritization
Does not currently offer persona-based analysis
Unclear breakdown of signal type sources results in below-par uniqueness score
Did not provide reference customers for evaluation
Intent best positioned as added value for existing D&B customers

Madison Logic - Strong Performers

Pros:

Differentiated pricing strategy - intent data feed included at no additional cost for campaign execution clients
Remarkably consistent on-par capabilities across current intent offering
Above-par data integration options, especially compared to campaign execution peers
Doubled size of available intent dataset over past two years
Network of over 2,000 partner sites for signal collection
Outstanding customer feedback for full-service support
Collaborative recommendations to improve campaign performance
Robust customer adoption program with ABM certification
No separate platform and data fees

Cons:

Primary focus on white-glove marketing services may limit platform investment
Intent pricing model designed to encourage further campaign investment
May not be ideal for customers not seeking campaign execution services

RollWorks - Strong Performers

Pros:

Highly competitive pricing model with flat platform fee
No data caps and no limits on marketing seats
Five sales insights seats included in platform fee
Includes Bombora data with unusually large number of topics in base price
On-par buying cycle analysis and buying group prediction
Customers highlight ease of use for advertising
Simple, effective, and affordable option

Cons:

Strategic vision for intent limited to impact on campaign execution and digital ads
Less detailed future roadmap than peers due to simplicity focus
Own keyword intent dataset almost entirely bidstream, lacking significantly unique signals
Does not offer persona-based analysis
Uniqueness of signals, noise filter capabilities, reporting, and integration lag other platform providers
Customers desire continued platform development, especially improved reporting and analytics

DemandScience - Contenders

Pros:

Recent merger with Terminus will blend proprietary intent with expanded platform capabilities
On-par vision and roadmap scores
Outcome-based pricing with eliminated platform fee is intriguing for platform competition
Customers appreciate customer service approach
Described as affordable option producing solid ROI
Currently offers persona-based analysis
Focus on highly customized, customer-specific intent for campaigns

Cons:

Platform less developed than most peers due to focus on do-it-for-you services
Lagging scores for reporting, data integration, and buying cycle analysis
Lacks clear path for innovation in near term
Current partner ecosystem and adoption programs lag campaign execution peers
Intent signals primarily bidstream supported by publisher co-op
Size and uniqueness of dataset lags peers (combined feed warrants reevaluation)
Potential of combined company yet to be seen

G2 - Contenders

Pros:

Top scores for uniqueness of signal from software review site
Strong data integration and delivery options
Well-aligned vision, roadmap, and partner strategy
Positioned as complementary provider partnering with most other providers
Evolving into data company providing insights for demand generation, product positioning, and market intelligence
Customers appreciate highly specific insights and availability of later-stage buying signals
No opt-in consent required for most content

Cons:

Focused industry offering (software reviews) makes achieving on-par scores difficult for signal volume, keyword coverage, or collection methodologies
Lacks persona-based analysis and buying group prediction
AI experimentation focused on ease of use rather than changing intent collection or activation
Provided only one reference customer for evaluation
Customers leverage G2 as secondary provider supplementing primary intent stream

Spiceworks Ziff Davis - Contenders

Pros:

Impressive diversity of collection methodologies
Proprietary signals from range of owned properties (Spiceworks Community, News and Insights, Cloud Help Desk, PCMag, Mashable)
Dataset includes significant volume from recently acquired CNET properties
Customers describe insights as impressive
Strong service and support
Enticing mix of intent signal types valuable to tech-focused clients

Cons:

Interesting strategic approach but lack of prioritization and investment keeps offering from realizing potential
Below-par scores for partner ecosystem, adoption, and pricing strategy transparency
Planned product enhancements not yet complete
Lagging scores across analytics and reporting, data compliance, and integrations
Bulk of data from bidstream despite proprietary sources
CNET data not completed in time to reflect in coverage scores
Only one reference customer responded to outreach
Best suited for clients with internal marketing and analytics capabilities

TrustRadius - Contenders

Pros:

Highly unique signal set from software review site
Future-proofed collection techniques earned high scores
Well-developed partner ecosystem
Solid adoption support
Customers value exclusive signals and intel on competitive evaluation
Strong customer service
Brands itself as most trusted software review site in market

Cons:

Below-par criteria for signal volume, coverage, and analytics capabilities
No-frills intent product focused on account-level activity data delivery
Lack of focus on innovation at odds with significant revenue contribution from intent products
Strategic hesitation around data collection techniques that may feel intrusive to users
Did not provide reference customers for evaluation
Most customers do not consider TrustRadius direct competitor to primary intent providers
Best positioned as secondary or tertiary provider for software companies

FAQs

Q: Which vendors are Leaders in 2025?

A: 6sense, Bombora, Demandbase, Intentsify, TechTarget, ZoomInfo

Q: What does "Leader" mean in Forrester Wave terms?

A: Leaders in Forrester Wave evaluations demonstrate the strongest current offering and strategy. They have a clear vision for the market, invest significantly in innovation and product development, maintain strong partner ecosystems, and receive positive customer feedback. Leaders typically score above-par across most evaluation criteria in both current offering (product capabilities, features, data quality) and strategy (vision, roadmap, innovation, adoption programs, pricing). In this Intent Data Providers evaluation, Leaders show top performance in areas like data volume and quality, identity resolution, analytics capabilities, geographic coverage, and ability to integrate with existing technology stacks. They are positioned to help buyers achieve their goals and are well-prepared for future market demands.

Q: How do I interpret a Forrester Wave?

A: https://www.forrester.com/policies/forrester-wave-methodology/

Report:

Top Vendor Products for Intent Data Providers For B2B in 2025

Intent Data Providers For B2B Vendor Product Comparisons 2025

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FAQs

Q: Which vendors are Leaders in 2025?

Q: What does "Leader" mean in Forrester Wave terms?

Q: How do I interpret a Forrester Wave?

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