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G2 Grid® Scoring

Buyer Intent Data Providers Definition

Buyer intent data providers aggregate and deliver signals that indicate when prospects and customers interact with a brand. Buyer intent is the likelihood that a customer will purchase a product, and these tools capture the research around actual buyer journeys and signs of their purchase intent.

Buyer intent data providers use a combination of first, second, and third-party data. It is important to note that first-party data alone is primarily used for visitor identification software. What sets buyer intent data apart is its integration of first-party data with second or third-party sources to provide deeper insights.

Organizations leverage buyer intent data tools to target companies with a variety of campaign strategies to personalize website experiences for online visitors and prioritize inbound leads based on engagement with their company. Additionally, companies use this type of data to prevent churn by identifying how and when customers are connecting with competitors and whether they may be considering switching vendors. Buyer intent data can also help businesses understand what other products or integrations could be helpful to their customers to preemptively meet their needs.

These tools are primarily used by sales, marketing, and customer success teams. Buyer intent data enables salespeople to reach out to and engage with the right prospects at the right time. Marketers utilize intent data to plan and create effective account-based marketing (ABM) campaigns. Finally, customer success teams can use this type of data to proactively contact current customers who may be about to churn.

Buyer intent data providers often integrate with customer relationship management (CRM) software, a variety of account-based marketing (ABM) software, and marketing account intelligence software.

To qualify for inclusion in the Buyer Intent Data Providers category, a product must:

• Capture online research of actual buyer journeys to determine purchase intent signals using a combination of second and third-party intent data
• Provide intent signals that enable companies to proactively market to and prioritize accounts that show active buying intent
• Leverage buyer intent data to personalize marketing or sales efforts with tailored insights, content, or products

Enterprise Buyer Intent Data Providers Grid® Scoring Description

• Products in the Leader quadrant are rated highly by G2 users and have substantial Market Presence scores. Leaders include: ZoomInfo Sales
• High Performing products have high customer Satisfaction scores and low Market Presence compared to the rest of the category. High Performers include: G2 Marketing Solutions, Drift, Qualified, Madison Logic Platform, and DemandScience
• Contender products have relatively low customer Satisfaction scores and high Market Presence compared to the rest of the category. While they may have positive reviews, they do not have enough reviews to validate those ratings. Contenders include: LinkedIn Sales Navigator, Priority Engine, Demandbase One, 6sense Revenue AI for Marketing, 6sense Revenue AI for Sales, and Foundry ABM
• Niche products have relatively low Satisfaction scores and low Market Presence compared to the rest of the category. While they may have positive reviews, they do not have enough reviews to validate those ratings. Niche products include: RollWorks Account-Based Platform, Bombora Company Surge®, FlashInfo, Clearbit, and Terminus ABM Platform