The Forrester Wave™: Intent Data Providers For B2B, Q1 2025
B2B intent data providers are raising the bar with rapidly advancing capabilities driven by increased investment and technical advancement. Since the 2023 evaluation, advances in generative AI have enabled intent capture across 150+ languages and from unstructured data sources like audio and video. Improvements in identity resolution and device ID graphs are expanding capabilities to parse account-level intent signals by contact persona. The market now features four distinct business models: traditional data providers, software platforms, campaign execution firms, and walled gardens - each with differing strengths for various customer needs.
No common features specified.
Vendors must, among other requirements:
A: This research evaluates 15 intent data providers for B2B across current offering capabilities and strategy. The evaluation covers providers' signal volume and quality, geographic and keyword coverage, collection methodologies, identity resolution, accuracy and noise filtering, data security and compliance, buying cycle and persona-based analysis, buying group prediction, reporting and visualization, insight generation, and data integration capabilities. It also assesses their vision, innovation, roadmap, partner ecosystem, adoption support, and pricing flexibility.
A: B2B marketing and sales professionals evaluating intent data providers should use this research to understand the competitive landscape and identify providers that best match their specific needs. Companies should use this evaluation to assess providers based on their geographic requirements (especially those operating outside North America), persona-level insight needs, and preferred business model (traditional data provider, platform, campaign execution firm, or walled garden). The research helps buyers understand which providers excel in areas like analytics capabilities, data quality, customer support, and specific use cases such as ABM, demand generation, or sales enablement.
A: Vendors must offer second- or third-party proprietary intent data that they collect through their own means and make available to all intent clients (not exclusively captured for individual clients). They must demonstrate substantial market presence with at least $10 million in annual revenue from intent data offerings and significant mindshare among Forrester's enterprise clients through frequent mentions in client interactions over the past 12 months.
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A: Strength of Offering (vertical axis) evaluates the current capabilities of each provider's intent data solution, including data volume, quality, coverage, analytics, and integration capabilities. Strength of Strategy (horizontal axis) assesses the provider's vision, innovation, roadmap, partner ecosystem, customer adoption programs, and pricing approach - essentially their ability to execute and maintain market position over time.