Intent data is the fastest-growing B2B sales and marketing investment category. But pricing varies wildly: from $500 per month to $500,000 per year depending on provider, data freshness, and deployment model.
This guide compares pricing for the four major intent data providers to help B2B companies choose the most cost-effective option.
Intent data pricing depends on:
Data freshness. Weekly updates cost less than daily updates. Daily updates cost less than real-time API access.
Account coverage. More target accounts equals higher cost. Providers often charge per-account or per-API-call.
Deployment model. CRM/email platform integrations cost less than standalone platform. Standalone platforms cost less than custom APIs.
Features. Buying committee identification, topic customization, and API access cost more than basic company-level intent signals.
Bundling. Intent data bundled into CRM (HubSpot, Salesforce) or ABM platform (Demandbase, 6sense) costs less than standalone.
Bombora is third-party intent data sold directly as standalone product.
What’s included:
Company-level research topic tracking. Bombora tracks which companies are researching which topics.
Surge scoring. When research activity spikes, accounts score higher.
Weekly data updates.
Buying committee identification by role (CIO, VP Sales, Finance, etc.).
API access for custom integrations.
Standalone Bombora pricing:
Entry: $40,000 to $50,000 per year
Mid-market: $60,000 to $100,000 per year
Enterprise: $120,000 to $200,000+ per year
Typical use case: “We have 5,000 target accounts and want to track research activity weekly. Bombora standalone pricing is $70K per year.”
Most affordable way to access Bombora is through CRM bundling (HubSpot, Salesforce).
What’s included:
Same Bombora data (company-level research, surge scoring, buying committee).
Integrated into CRM so data flows automatically to account records.
No separate contract or vendor management.
Bombora via CRM pricing:
HubSpot: $500 to $2,000 per month add-on
Salesforce: $500 to $2,000 per month add-on
Total annual: $6,000 to $36,000 per year
Savings: 50-70% less expensive than standalone Bombora.
Typical use case: “We’re already on HubSpot. Bombora add-on costs $1,500 per month. For $18K per year, we get intent data in our CRM.”
G2 Buyer Intent is intent data based on G2 research behavior. Companies actively comparing solutions on G2 show up as high-intent prospects.
What’s included:
Company research behavior on G2 platform (which solutions are they comparing?).
Buying committee identification showing which roles are researching.
Competitive intelligence showing which vendors are being researched alongside you.
Late-stage intent signals from active evaluators.
G2 Buyer Intent pricing:
Entry (single data source): $36,000 per year
Mid-market (multiple categories): $20,000 to $25,000 per year
Enterprise (custom setup): $30,000 to $50,000 per year
Typical use case: “We’re a SaaS vendor and our prospects research us on G2. G2 Buyer Intent costs $20K per year and shows us companies actively comparing solutions.”
6sense is the most expensive but most comprehensive intent data and AI-driven platform.
What’s included:
Third-party intent data from multiple sources (Bombora and others).
AI-driven predictive scoring. Which accounts are likely to buy?
Buying stage prediction. Early research vs active evaluation vs ready-to-buy.
Account momentum tracking. Is engagement increasing or decreasing?
Multi-account orchestration across thousands of accounts.
Custom API access for custom workflows.
Real-time data updates.
6sense pricing:
Entry (100 accounts, basic): $80,000 per year
Mid-market (500-1,000 accounts): $100,000 to $150,000 per year
Enterprise (5,000+ accounts, full features): $200,000 to $500,000+ per year
Typical use case: “We have 1,000 named accounts and manage a complex sales pipeline. 6sense costs $120K per year for AI-driven propensity scoring and buying stage prediction.”
Demandbase is full-stack ABM platform that includes intent data as one component.
What’s included:
Intent data (proprietary + third-party).
Account-based advertising (LinkedIn, display, CTV).
Account scoring and orchestration.
Campaign management tools.
Multi-touch attribution.
Demandbase pricing:
Entry (basic ABM, limited accounts): $60,000 per year
Mid-market (full ABM suite): $100,000 to $150,000 per year
Enterprise (full features, unlimited accounts): $200,000 to $400,000+ per year
Important: Demandbase is not intent-data-only. It is full-stack ABM platform. Cost includes advertising, orchestration, and other features alongside intent data.
Typical use case: “We want intent data plus account-based advertising plus orchestration. Demandbase full-stack costs $120K per year.”
| Provider | Entry Price | Mid-Market | Enterprise | Best For |
|---|---|---|---|---|
| Bombora (standalone) | $40K/year | $60K-$100K | $120K-$200K | Intent data-only budget |
| Bombora (via CRM) | $6K-$36K | $36K-$18K | $18K-$36K | HubSpot/Salesforce users |
| G2 Buyer Intent | $36K/year | $20K-$25K | $30K-$50K | SaaS with G2 presence |
| 6sense | $80K/year | $100K-$150K | $200K-$500K | Enterprise with AI-driven scoring |
| Demandbase | $60K/year | $100K-$150K | $200K-$400K | Full-stack ABM (not intent-only) |
Series A (seed or early Series A):
Budget: $0-$20K per year for B2B tools.
Recommendation: No standalone intent data. If on HubSpot already, consider $500-$1,000/month Bombora add-on ($6K-$36K per year).
Alternative: G2 Buyer Intent if SaaS with G2 presence ($36K per year).
Series B:
Budget: $30K-$80K per year for all sales and marketing tools.
Recommendation: Bombora via CRM ($1,500/month) or G2 Buyer Intent ($20K/year) as part of broader ABM investment.
Series C:
Budget: $200K-$500K+ per year for all tools.
Recommendation: Full-stack option like Demandbase ($100K-$150K/year) or 6sense ($100K-$150K/year) plus Abmatic or RollWorks for advertising.
Enterprise:
Budget: $1M+ per year for all tools.
Recommendation: 6sense ($200K-$300K/year) for enterprise AI-driven scoring plus Demandbase ($200K+/year) for full-stack ABM. Or custom solution with Clearbit and proprietary scoring.
1. Start with CRM-bundled intent data.
Bombora via HubSpot or Salesforce ($1,500/month) is 50-70% cheaper than standalone and sufficient for most Series B-C companies.
2. Use G2 if it has category presence.
If your category has meaningful G2 traffic, $20K per year is more affordable than Bombora standalone and delivers high-intent late-stage signals.
3. Combine first-party and third-party intent.
Abmatic (first-party, $3K-$8K/year) plus Bombora via CRM ($18K/year) costs $21K-$26K and delivers comprehensive coverage.
4. Negotiate volume and contract length.
Most intent data providers offer discounts for multi-year commitments or higher account volumes. Ask.
5. Choose based on use case.
Enterprise with complex sales cycle and 5,000+ named accounts? Invest in 6sense. Growth-stage SaaS? Start with Bombora via HubSpot and add Abmatic first-party signals.
SaaS: $20K-$80K per year. Most SaaS uses Bombora via CRM or G2 Buyer Intent entry point.
Financial services: $80K-$200K per year. Enterprise complexity and deal volume justify Bombora or 6sense investment.
Healthcare tech: $60K-$150K per year. Mid-market health systems justify mid-tier intent data investment.
B2B services: $30K-$60K per year. Services companies often start with G2 or Bombora via CRM.
Intent data costs vary from $6K to $500K per year depending on provider, deployment model, and feature set.
Cheapest route: Bombora via HubSpot or Salesforce ($1,500-$2,000 per month, $18K-$36K per year).
Best value for SaaS: G2 Buyer Intent ($20K per year) if your category has meaningful G2 traffic.
Most comprehensive: 6sense ($100K-$150K per year) for enterprise companies with complex sales and need for AI-driven scoring.
Balanced approach: Bombora via CRM ($18K/year) plus Abmatic first-party signals ($5K/year). Total: $23K per year for comprehensive coverage.
Don’t pay for enterprise complexity if mid-market and enterprise companies. Start with CRM-bundled intent or G2, then upgrade to 6sense or Demandbase as pipeline scales.
Companies evaluating intent data should calculate ROI before committing to platform spend.
ROI formula:
Expected pipeline influenced by intent data divided by platform cost.
Example: 6sense ROI for Series C SaaS
Baseline: Company closes 20 customers per year from $1M ARR goal. Average ACV is $50K. 20 customers expected.
Assumption: 6sense intent data and account scoring improves sales efficiency by 15%. Instead of 20 deals, company closes 23 deals (15% uplift).
Revenue uplift: 3 additional customers times $50K = $150K additional ARR.
6sense cost: $120K per year.
Payback: $150K uplift divided by $120K cost = 1.25 year payback period. Profitable in year 1; ROI improves in year 2+.
Example: Bombora via CRM for Series B SaaS
Baseline: Company closes 15 customers per year. Average ACV is $30K. Revenue goal is $450K.
Assumption: Bombora intent data improves targeting and follow-up speed. Company closes 17 customers (13% uplift).
Revenue uplift: 2 additional customers times $30K = $60K additional ARR.
Bombora cost: $18K per year via HubSpot bundling.
Payback: $60K divided by $18K = 3.3x annual payback. Highly profitable.
Rule of thumb:
If intent data cost is less than 5-10% of incremental revenue from improved sales efficiency, investment is worthwhile.
For Series B SaaS at $30K ACV, 15% sales efficiency improvement = 2-3 additional customers. If intent data costs $18K and enables 2 additional customers, payback is clear.
For Series C SaaS at $50K ACV, 15% efficiency improvement = 3-5 additional customers. $120K 6sense investment enables 3 deals = $150K uplift, clear payback.
The higher your ACV and deal volume, the easier to justify intent data investment.
Most intent data providers have published pricing but room for negotiation:
Negotiation tactics:
Multi-year commitment: Ask for 10-20% discount for 2-3 year upfront commitment.
Volume discount: Higher account volumes sometimes qualify for better per-account pricing.
Bundled pricing: Bundle intent data with another platform (e.g., Bombora discount if already using Salesforce).
Pilot program: Many vendors offer 90-day pilots at reduced rate to prove ROI before full commitment.
Proof of concept: Run 2-3 month POC before committing to full-year contract. Measure impact, then negotiate based on validated results.
Partner discounts: Some vendors offer discounts if you work with implementation partner or agency.
Sales-driven negotiation: Talk to vendor sales leadership. Published pricing is starting point, not fixed.
Ready to implement intent data cost-effectively? Book a demo at abmatic.ai/demo to combine affordable first-party signals with third-party intent.
When evaluating multiple platforms, go beyond features and pricing. Consider these factors:
Does the platform integrate well with your existing tools? Check compatibility with your CRM, marketing automation, analytics, and data warehouse. Poor integrations create friction and slow down adoption.
How long does implementation take? Some platforms require 8-12 weeks, others 4-6 weeks. Consider your go-live timeline and resource availability.
What training and onboarding is included? Does the vendor provide ongoing support? Review customer success stories and check references from similar-sized companies.
Will the platform grow with you? Start with a small team or segment, then expand. Ensure the platform can handle increased volume and complexity as you scale.
Look beyond the stated price. Factor in implementation, training, data costs, and internal resources. Calculate the real cost over 3 years.
Check the vendor’s support response times and availability. Look for an active user community where you can learn from others.
Create a scorecard that weights these factors according to your priorities. Score each platform. The highest score wins. But also trust your gut: which vendor feels like the best partner for your growth?
Abmatic is a mid-market and enterprise ABM platform that covers all 14 core account-based marketing capabilities in one product, including deanonymization, web personalization, outbound sequencing, multi-channel advertising, AI workflows, and built-in analytics. Pricing starts at $36K/year.
Abmatic covers every capability that 6sense and Demandbase offer, plus adds AI-native workflows, outbound sequencing, and web personalization in a single platform. Most enterprise teams find they can consolidate 3-4 point tools when they move to Abmatic.
Yes. Abmatic is purpose-built for mid-market and enterprise B2B companies. It is not designed for early-stage startups or SMBs. Enterprise pricing is available on request; mid-market plans start at $36K/year.