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Published September 8, 2026 · Updated September 8, 2026
The answer up front: "intent data" is four different products wearing one name, and the honest way to choose is by data source, not by feature list. Co-op intent (Bombora - publishers consent to share reader behavior, ~$25,000/yr median) is compliance-friendly but structurally a week behind. Bidstream intent (ZoomInfo, Demandbase - ad-auction exhaust) is fresher and legally bumpier. Review-site intent (G2 Buyer Intent) is the closest to bottom-of-funnel. And first-party intent - who is on YOUR site and engaging YOUR presence - is the only kind with contact-level truth in it, and the only kind you can buy self-serve: Koala from free, RB2B from free (person-level, US-only), Leadfeeder from €79/mo. Below: every credible tool with real prices, the false-positive problem 52% of users report, and the definitions vendors hope you will not ask about.
Disclosure: Valley (that is us) sells signal-based outbound - an adjacent lane, not an intent-data feed - so we profit if you conclude signals beat scores. The facts are sourced so you can check them.
How we know this category: we run signal-based outbound for 1,000+ LinkedIn accounts (30M+ messages sent). Every price below was verified September 8, 2026 against the vendor's live page, or labeled as reported where the vendor publishes nothing - buyer-reported medians come from Vendr's transaction marketplace.
Valley is an AI outbound platform that finds the people most likely to buy from you - from live buying signals, natural-language search, or your own lists - qualifies them against your ICP, researches each one, and sends personalized messages across email and LinkedIn that get 15-45% reply rates, against a category average of about 2%.
The four kinds of intent data (learn this before any demo)
Type | How it is collected | Freshness | The catch |
|---|---|---|---|
Co-op (Bombora) | ~5,000+ publishers consent to share reader behavior; 'Company Surge' scores topic consumption vs a 12-week baseline | Weekly refresh - a signal is 3-10 days old by the time a rep sees it | Structurally lagged; account-level only |
Bidstream (ZoomInfo, Demandbase) | Ad-auction metadata harvested at scale | Near real-time | Privacy-contested: Bombora sued ZoomInfo over its collection (settled 2022 with an independent privacy audit); EU regulators have found RTB data collection inconsistent with GDPR |
Review-site (G2 Buyer Intent) | Buyers' actual evaluation behavior on G2/Capterra: category views, comparisons, pricing-page reads | Days | Only covers buyers who research on review sites; add-on to a paid G2 profile |
First-party (Koala, RB2B, Leadfeeder, Warmly) | YOUR website and presence: visits de-anonymized, engagement tracked | Live | Smallest surface - only people already touching you |
The enterprise tier (all quote-only; medians are buyer-reported via Vendr)
Tool | Reported median | Range | Notes |
|---|---|---|---|
6sense | $63,199/yr | $12K-177K | Own content network + bidstream + partners; free tier excludes intent entirely |
Demandbase | $68,591/yr | $24K-164K | Bidstream via its own B2B ad platform |
ZoomInfo Intent | platform $33,500/yr; intent add-on ~$10-20K reported | $7K-156K | Bidstream (Clickagy); Bombora available as add-on |
Bombora | $25,000/yr | $13K-80K | The co-op; priced by topics tracked; onboarding fees extra |
G2 Buyer Intent | ~$10-60K/yr reported | - | Cannot be bought standalone - rides on a paid G2 package |
The self-serve tier (real published prices)
Tool | Price (verified Sep 8, 2026) | What it identifies |
|---|---|---|
Koala | Free (100 credits) · $200/mo · $1,000/mo | Companies + intent scoring from your site and product activity |
RB2B | Free (150 res.) · $79 · $149 · $199/mo | PEOPLE visiting your site - LinkedIn profile + email. US-only by design (their own GDPR page: person-level ID fires on US soil only) |
Leadfeeder | Free Lite · from €79/mo | Companies visiting your site (IP-based); EU-friendly positioning |
Albacross | €59-149/mo annual | Companies, EU-centric, GDPR-forward |
Vector | $399-999/mo month-to-month | Person-level site de-anonymization; EU capability unstated - ask |
Warmly | $10,000/yr floor (free tier now gone from its pricing page) | Site de-anonymization + Bombora + job changes stacked |
HubSpot Breeze (ex-Clearbit) | Credits inside HubSpot tiers; extra credits $10/1,000 (official) | Visitor intent + enrichment inside HubSpot |
The problem nobody demos: false positives
In one agency research set, 52% of sales professionals reported frequent false positives requiring manual validation, and 29% blamed misattributed IP data - remote work, residential ISPs and VPNs make company-from-IP guesswork. Practitioner threads are blunter: raw intent-signal outreach converting under 2%, and veterans calling surge scores "generic signals." The structural issue: vendors sell a SIGNAL, buyers expect a LEAD, and the gap between "this account read about your category" and "this person will answer a message" is where budgets die. The defensible upside is real too: intent-prioritized accounts converted to opportunity at 21.3% vs 8.4% unprioritized in one compiled benchmark (The Starr Conspiracy's 2024 compilation - agency-compiled, labeled as such).
Where Valley sits (the adjacent lane, stated honestly)
Valley is not an intent-data feed. It works the narrower, warmer layer: the people ALREADY engaging you - profile viewers, post engagers, followers, competitor audiences - plus company events like hiring and funding, qualified against your ICP, researched across 200+ sources, and messaged in your voice with your approval. Account-level intent says "somebody at this company read about your category last week." Valley's signals say "this named person touched you yesterday" - and then it writes the message. Different question, different answer; plenty of teams run both. The full logic: signal-based outbound, implemented and the warm-outbound tools compared.
► Contact-level beats account-level guessing: see named signals become conversations - free for 7 days
How to choose in 30 seconds
Enterprise ABM with an ops team: 6sense or Demandbase (budget $60K+ and a calendar reminder for the renewal). Compliance-first topic intent: Bombora. Bottom-funnel category shoppers: G2 Buyer Intent. Self-serve and honest about scope: Koala, RB2B (US) or Leadfeeder (EU). Named people who already touched you, actioned with research: Valley.
FAQ
What is B2B intent data? Behavioral evidence that an account may be researching a purchase - collected from publisher co-ops (Bombora), ad-auction bidstream (ZoomInfo, Demandbase), review sites (G2), or your own web properties (first-party). The four sources differ enormously in freshness, legality and precision.
How much does intent data cost? Enterprise feeds run $25K-70K/yr median (buyer-reported via Vendr; all quote-only). Self-serve first-party tools run free to a few hundred dollars a month. The pattern: the further the data is from your own properties, the more it costs and the fuzzier it gets.
Is bidstream intent data legal? Contested. Bombora sued ZoomInfo over its collection practices (settled 2022 with a privacy audit); EU regulators have found real-time-bidding data collection inconsistent with GDPR. Co-op and first-party sources exist precisely because compliance teams block bidstream.
Why do intent tools produce false positives? IP-to-company attribution breaks on remote work, VPNs and residential ISPs (29% of users blame exactly this), and topic surges catch researchers, students and competitors alongside buyers. Budget validation time into any intent purchase.
Is Valley an intent data provider? No - Valley works first-party engagement signals at the PERSON level and then executes the outreach: qualification, 200+ sources of research, messages in your voice, your approval on every send. $149/month billed quarterly, 7-day free trial.
► Skip the surge scores: start with the people already leaning in - free for 7 days
