Intent data is one of the most powerful innovations in B2B marketing over the past decade. In theory, it sounds simple: you know when a prospect company is actively searching for solutions in your category, so you reach out with perfect timing. In practice, using intent data well requires strategy.
Intent data platforms have become central to demand generation strategies, but pricing varies dramatically. Understanding the different pricing models and cost drivers helps you evaluate whether intent data investment makes sense for your organization and which vendors offer the best value for your use case.
In traditional demand generation, companies use lead scoring to prioritize inbound prospects. A lead takes certain actions (visits pricing page, downloads a resource, opens multiple emails), accumulates points, and gets passed to sales when it reaches a threshold. Lead scoring works for traditional channels.
Intent data platforms have become central to demand generation strategies, but pricing varies dramatically. Understanding the different pricing models and cost drivers helps you evaluate whether intent data investment makes sense for your organization and which vendors offer the best value for your use case.
Intent data powers modern ABM. It tells you which accounts are actively looking for solutions like yours. But the intent data market is crowded. Bombora is the largest, but competitors like 6sense, Demandbase, and newer players like Abmatic are gaining share.
Intent data is expensive. Bombora starts at $20,000 per year. 6sense starts at $50,000. Demandbase is similar.
Account scoring is the foundation of ABM. It answers a simple question: which accounts should we focus on?
In B2B sales, timing is everything. The difference between reaching out to a prospect at the beginning of their buying journey versus after they’ve already chosen a competitor can mean the difference between winning a deal and losing it.
Every sales organization has the same challenge: too many accounts to pursue and limited resources. Your team can’t pursue every account with equal intensity. They have to make choices about which accounts to focus on.
Intent data is one of the most powerful innovations in B2B marketing over the past decade. In theory, it sounds simple: you know when a prospect company is actively searching for solutions in your category, so you reach out with perfect timing. In practice, using intent data well requires strategy.
In B2B sales, timing is everything. The difference between reaching out to a prospect at the beginning of their buying journey versus after they’ve already chosen a competitor can mean the difference between winning a deal and losing it.
Intent data powers modern ABM. It tells you which accounts are actively looking for solutions like yours. But the intent data market is crowded. Bombora is the largest, but competitors like 6sense, Demandbase, and newer players like Abmatic are gaining share.