Best Intent Data Providers for B2B Sales in 2026: 12 Platforms Compared Blog

The first request for information (RFI) is open now, seeking information from suppliers about the current availability of low-carbon cement and concrete and its performance characteristics, prospective use cases, and operational approaches for environmental attribute certificates, as well as any opportunities or challenges related to participating in a book and claim system. “By aggregating demand from major buyers and establishing rigorous standards, we’re creating the market conditions for breakthrough low-carbon cement innovations to scale. The cement and concrete sector accounts for around 8 percent of global carbon emissions and is predicted to grow significantly by 2050, but low-carbon options are currently not available at scale. SCoBA is the first buyers group formed to collectively procure environmental attribute certificates for low-carbon concrete, aiming to turn demand into real-world offtake agreements that enable producers to invest at scale in new infrastructure and pioneering technologies.

Eliminate any potential friction in the user experience by providing audiences with ample resources and dependable support, with FAQs, chatbots or other in-product support tools, and knowledge bases. For instance, you could use in-app messaging, email, social media, and push notifications to connect with your audiences. In developing your onboarding process, keep things simple and straightforward, provide contextual tooltips, add checklists, and provide users with a progress bar to indicate where they’re at. Knowing all about customer behavior and preferences will help you tailor your messaging to speak more directly with audiences and drive conversions. Look into your audience, segmenting different groups with specific audience personas.

Then, create content around these topics that answers common questions and solves customer problems. Identify topics and keywords relevant to your prospects based on their search behavior and content consumption patterns. When analyzing third-party data, you may get a broader perspective of customer behavior and market trends and more precise targeting of potential customers. Learn how to leverage buyer intent signals to prioritize high propensity leads and accelerate your go to market motion. Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Behavioral targetingConversion marketingCost per actionEnglishGoogleGoogle AdsGoogle Display NetworkOnline advertising

Why Buyer-Level Intent Marketing Matters for B2B Teams

This leads to higher pipeline generation, more effective account prioritization, and shorter sales cycles because efforts focus on real demand signals rather than assumptions. The three primary signal categories each serve a distinct role in an ABM program, and the most effective teams layer all three rather than relying on a single source. This guide covers how buyer intent data works, the signal types that matter most, and how to activate them across your full GTM stack.

Remember, this is about user experience and building trust with users. So, instead of making new users give all their information at once, divide and simplify the onboarding process so they can gradually familiarize themselves with your product or service. Do this and you can walk your users thoughtfully throughout, without sharing too much, too soon.

B2B buyer intent data is behavioral information that reveals which accounts are actively researching a purchase right now. When ABM teams can see which accounts are in-market right now, they stop guessing and start acting on real demand. Third-party intent data is aggregated from external publisher networks, review sites, and B2B content platforms, revealing research activity happening outside your owned channels.

• Intentsify operates on a managed service model, enabling your team to quickly scale marketing programs without adding headcount or another platform to your tech stack.
• Your customers interact with your brand through various channels – email, social media, in-app messages, and more.
• Focusing on everyone else leads to wasted budget, longer sales cycles, and lower conversion rates.
• With that in mind, the Technology Persona needs to be thoroughly convinced that an engagement will result in positive ROI for their business.

Solution: Solve One-Time Setup Tasks for Users or Put Them Later in Their Journey

Share testimonials with context as to where clients started and what specific elements of your product or service aided in the positive outcome. However, most only create for the buyer type that they themselves are, effectively alienating 75% of their audience. The key reason businesses struggle to gain visibility and conversions on social media is their focus on the platform or the algorithm. Buyer personas are most effective when they are created collaboratively across revenue teams. After spending a signficant amount of time researching your ideal customers and developing your buyer personas, it’s imperative that you start leveraging them throughout your marketing and sales processes.

The shift is from batch-and-blast targeting to signal-driven activation across four core workflows. ZoomInfo tracks intent through 210M+ IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly. Third-party intent is the primary signal source for net-new account discovery and TAM expansion because it surfaces accounts researching your category before they ever visit your site. Understanding those sources is the first step to building an intent program that actually converts buying signals into pipeline. The combination of fit and timing is what makes a buyer intent data platform valuable for demand gen teams. A buyer intent data platform should do more than surface signals.

Beginning in 2024, GMA and RMI engaged diverse industry stakeholders to design and implement a new, standardized book and claim system specifically for cement and concrete. Jeff's extensive experience in digital marketing and his proven track record in driving business growth make him a trustworthy and authoritative author. With the right approach, you can transform casual customers into loyal advocates.

Lead Onion is a UK-based AI-powered buyer-intent and B2B sales-intelligence platform that unifies 24 third-party intent sources (including Bombora, Foundry, Cognism, G2, Delivr.ai, and PharosIQ) into a single interface. ZoomInfo also offers a self-serve free tier with consumption-based pricing, giving individual reps and small teams their own low-friction path to start without a sales conversation. ZoomInfo's edge is technographic coverage spanning 30,000+ tracked technologies (IntentData.io's TechnoIntent covers fewer mapped technologies bounded to web-tag tracking and job-posting parsing), a native seller prospecting and sequencing surface through GTM Workspace and ZoomInfo Sales that IntentData.io does not offer as a data-delivery-only provider, and Forrester Wave Q Leader recognition for intent data with analyst-validated methodology and distribution at scale.

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“Low-carbon cement and concrete are essential to decarbonizing the built environment and this alliance will help bring next-generation solutions to scale for the benefit of our customers,” said Keara Fanning, Director of Net Zero and Sustainability at Prologis. “Its innovative procurement process and book and claim framework provide the tools needed to support lower-carbon concrete production at scale. This process featured a 30-member Working Group composed of experts across the cement and concrete value chain that met monthly to align on key design criteria to ensure the book and claim system promotes only high-integrity environmental outcomes. Book and claim is particularly effective in industries with complex supply chains in the beginning phases of technological transformation, allowing companies to make credible emissions reduction claims while accelerating market transformation. “By connecting buyers and suppliers through a credible book and claim framework, we can unlock the investments needed to scale next-generation cement and concrete solutions in one of the world’s most emissions-intensive industries.” “SCoBA builds on proven approaches from other hard-to-abate sectors, bringing aggregated buyer demand to the concrete industry,” said Kim Carnahan, President and CEO at GMA.

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Square partners with hundreds of apps so you can manage your entire business without jumping between. Choose from a range of sleek options for however you do business. UserGems is designed to improve sales and marketing efforts by providing actionable insights, helping teams focus on the most promising leads, and driving higher conversion rates and revenue growth. Buyer intent signals help you identify high-quality leads, personalize your outreach, and optimize your timing.

Target prospects actively searching for solutions with decision-stage keywords like “best CRM for startups” or “competitor alternative”. They surface across specific channels, and knowing which channels to monitor is as important as knowing which signals to look for, because every missed channel is a missed customer acquisition opportunity. (This step aligns perfectly with the Express stage of the Loop Marketing framework, where you define your brand identity and ideal in market buyer activation customer profile before leveraging AI to create targeted campaigns.) The more precise you are about these signals, the more effective your targeting will be. With that in mind, intent-based marketing is an optimal strategy for marketers who want to ensure they reach audiences genuinely interested in what their business has to offer.

Cloud computing providers like AWS or Microsoft Azure offer free credits for first-time users to get them into their ecosystem. You can try something similar by implementing a welcome discount for first sales or providing another incentive (like usage credits) for new users. For example, an ecommerce store that considers customers activated after their third purchase in a month can offer free shipping or discounts for everyone’s first three purchases. Again, focus on helping users solve an immediate problem as quickly and efficiently as possible.

By focusing on personalization, consistency, and continuous improvement, you can create a thriving customer base. Use analytics to track key metrics and identify areas for improvement. This inconsistency can create a negative experience. Your customers interact with your brand through various channels – email, social media, in-app messages, and more. Then, create targeted activation campaigns for each segment. By tailoring your messages and experiences to specific customer segments, you can increase user engagement and drive conversions.