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Saniya Sood
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Published September 8, 2026 · Updated October 27, 2026
Short answer: “intent data” is four different products sold under one name, so choose by where the data comes from, not by feature list.
Co-op intent (Bombora): publishers share reader behavior with consent. Compliance-friendly, but about a week behind. About $25,000 a year median.
Bidstream intent (ZoomInfo, Demandbase): harvested from ad auctions. Fresher, but legally contested.
Review-site intent (G2 Buyer Intent): buyers comparing vendors on G2. The closest to a purchase, sold only as an add-on to a paid G2 package.
First-party intent (RB2B, Leadfeeder, Warmly): who is on your own website. The only kind with named people in it, and the only kind you can buy self-serve: RB2B and Leadfeeder both have free tiers.
Below: every credible provider with prices read on October 27, 2026, the false-positive problem most buyers hit, and how to choose.
Where Valley fits: Valley (joinvalley.co) is not an intent-data feed. It is an AI outbound platform that works named signals on LinkedIn, such as profile viewers, post engagers, competitor post engagers, job changes, hiring and funding rounds, then qualifies the people behind them and writes the outreach.
Disclosure: Valley (this site's publisher) sells signal-based outbound, an adjacent lane and not an intent-data feed, so Valley profits if you conclude signals beat scores. The facts are sourced so you can check them.
How Valley knows this category: Valley runs signal-based outbound for 1,000+ LinkedIn accounts (30M+ messages sent). Every price below was read on October 27, 2026 on the vendor's own page, or labeled as reported where the vendor publishes nothing; buyer-reported medians come from Vendr's transaction marketplace.
Give your sales team
an unfair advantage.
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 (RB2B, Leadfeeder, Warmly) | YOUR website and presence: visits de-anonymized, engagement tracked | Live | Smallest surface: only people already touching you |
The enterprise tier (quote-only; Vendr buyer-reported medians, read October 27, 2026)
Tool | Reported median | Range | Notes |
|---|---|---|---|
6sense | $62,000/yr | $11,183 to $176,213 | Own content network + bidstream + partners; free tier excludes intent entirely |
Demandbase | $68,591/yr | $24,000 to $164,037 | Bidstream via its own B2B ad platform |
ZoomInfo Intent | platform $33,500/yr; intent available as an add-on or in higher tiers (price on request) | $7,247 to $156,032 | Bidstream (Clickagy); Bombora available as add-on |
Bombora | $25,000/yr | $13,000 to $80,450 | The co-op; priced by topics tracked; onboarding fees extra |
G2 Buyer Intent | G2 itself: $28,000/yr; Vendr says add-ons such as Buyer Intent can raise total spend by 20-50% or more | $12,000 to $73,310 (G2) | Cannot be bought standalone; rides on a paid G2 package |
The self-serve tier (real published prices)
Tool | Price (read October 27, 2026) | What it identifies |
|---|---|---|
Free (150 resolutions a month, company level) · $79 · from $149 · from $199/mo | People visiting your site: LinkedIn profile and email, US only (contact-level ID covers 15-20% of US visitors on Starter and Pro, 35-45% on Pro+, per RB2B); companies worldwide | |
Leadfeeder | Free Lite (last 100 companies a month) · from €79/mo billed annually (€113 monthly) | Companies visiting your site (IP-based); EU-friendly positioning |
Albacross | €59 or €149/mo billed annually (€84 or €213 monthly); 14-day access, no card | Companies, EU-centric, GDPR-forward |
Vector | Growth $36,000/year, annual contract | Person-level site de-anonymization; EU capability unstated, so ask |
From $10,000/yr; no free plan listed | Site de-anonymization + Bombora + job changes stacked | |
HubSpot Breeze (ex-Clearbit) | Credits inside HubSpot tiers; extra credits $10 per 1,000 a month (HubSpot catalog) | Visitor intent + enrichment inside HubSpot |
Koala, a first-party intent tool listed here earlier, was acquired by Cursor and has shut down.
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: veterans call surge scores "generic signals", and raw intent-signal outreach rarely converts on its own. 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 person by person, 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.
Give your sales team
an unfair advantage.
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: RB2B (US) or Leadfeeder (EU). Named people who already touched you, actioned with research: Valley.
See also: Intent-Based Marketing: The Strategy Layer (Sources, Activation, Measurement) · B2B buying signals: 18 signals ranked · Website visitor tracking and identification
► Book a demo: see how Valley would find, research and message your buyers
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 about $25,000 to $68,000 a year at the 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 runs the outreach: qualification, research on each person, messages in your voice, your approval on every send. Starter is $199 per seat a month, or $149 billed quarterly, with a 7-day trial (card required).
Related: Valley pricing.
