The Top 5 Intent Data Tools to Supercharge Your Sales Strategy in 2025
If you’re in sales or marketing, you already know that the secret to winning the game lies in understanding your prospects better than they know themselves. In 2025, intent data is your magic wand. It’s the signal in the noise— the inside scoop on your prospects’ online behavior that shows you who’s ready to buy and what exactly they’re searching for.
But here’s the thing: not all intent data tools are created equal. Some excel at giving you a panoramic view of a prospect’s behavior, while others are surgical, zeroing in on specific actions to craft precision-targeted campaigns. So, how do you pick the right tool in a sea of overwhelming options?
Struggling to make a choice? Don’t worry, we’ve got you covered. Below, we’ll break down the Top 5 Intent Data Tools you need for 2025, from cutting-edge AI integrations to tools that double as your trusted sales sidekick. And, spoiler alert, this list has something for everyone, whether you’re a scrappy startup or an enterprise powerhouse.
In a rush? Skip ahead:
- 6sense: AI Powered Intent Data
- Bombora: The Gold Standard in Surge Insights
- ZoomInfo: The One-stop-shop for Intent Data
1. 6sense: AI Powered Intent Data
If you haven’t heard of 6sense, well… where have you been? This tool has been making waves for a while, and it’s only getting better. 6sense uses AI to illuminate what they call the “Dark Funnel”— the buyer journey activities that typically remain invisible, like anonymous website visits or untraceable third-party research. In a nutshell, it helps you identify prospects who are interested before they even fill out a form or hit ‘submit.’
Why You’ll Love It:
- Predictive Analytics: Using machine learning, it gives you predictive insights on which accounts are actively researching solutions like yours.
- Personalized Campaigns: 6sense’s AI doesn’t just tell you who’s interested, it helps you decide what to say and when to say it.
- Account-Based Focus: Especially useful for companies with ABM (Account-Based Marketing) strategies, helping your sales and marketing teams align like never before.
How It’s Relevant for Sales and Marketing in 2025
With advancements in AI, 6sense continues to improve its predictive models, delivering even more accurate and actionable insights. This is ideal if you’re working with long sales cycles and need to engage prospects early.
2. Bombora: The Gold Standard in Surge Insights
Next up is Bombora, the data behemoth that’s practically synonymous with intent data. Bombora made its name by introducing the concept of “Company Surge”, which tracks which companies are ramping up research on certain topics. Bombora aggregates data from thousands of B2B sites, allowing you to see which companies are most engaged in your space.
Why You’ll Love It:
- Scalable Insights: You can track intent signals from a vast array of B2B companies, making it perfect for large enterprises and scaling startups alike.
- Privacy First: Bombora is known for its ethical stance on data collection, ensuring compliance with GDPR and other privacy regulations.
- Topic Clustering: You’re able to see what topics companies are interested in, allowing you to create hyper-relevant campaigns.
How It’s Relevant for Sales and Marketing in 2025
With privacy regulations tightening worldwide, Bombora remains a solid choice for those wanting to stay compliant while still gaining rich insights. In 2025, expect even more robust intent data as Bombora expands its integration with leading CRM systems and ABM tools.
3. ZoomInfo: The One-Stop-Shop for Intent Data
You probably know ZoomInfo as a rich source of contact and demographic data, but did you know it’s also become a market leader for intent data? This all-in-one platform has been upping its game by integrating intent data directly into its robust database, giving you a full 360-degree view of your prospects.
Why You’ll Love It:
- Multi-Source Intent Signals: ZoomInfo pulls intent data from a variety of sources, including website visits, content consumption, and ad engagement.
- Deep Contact Data: Since ZoomInfo is already one of the most trusted databases for B2B contact info, you’re getting intent data with the added bonus of contact details.
- Seamless Integrations: Whether you’re using Salesforce, HubSpot, or Outreach, ZoomInfo integrates smoothly, allowing you to act on intent data without missing a beat.
How It’s Relevant for Sales and Marketing in 2025
ZoomInfo is expanding its predictive analytics capabilities, meaning you can now get a better sense of when prospects will be ready to buy— not just if they’re interested.
4. Demandbase: Accelerating Your ABM Program
If Account-Based Marketing is your thing, Demandbase is your must-have tool. In fact, it was practically built for it. With intent data baked into its ABM platform, Demandbase offers a robust suite of features that allow you to pinpoint exactly when an account is ready for engagement.
Why You’ll Love It:
- Full-Funnel Engagement: Demandbase helps you engage accounts at every stage of the funnel, giving you insights into where they are and what they need next.
- Custom Targeting: You can build ultra-specific segments based on account behavior and intent signals, perfect for targeted campaigns.
- Advertising: Demandbase doesn’t just stop at intent data. It helps you put that data to work with account-based advertising features that ensure your message lands in front of the right people.
How It’s Relevant for Sales and Marketing in 2025
As ABM strategies continue to evolve, Demandbase is staying ahead of the curve by adding AI capabilities to its account intelligence tools. Expect to see even smarter targeting, deeper insights, and more personalized engagement features in 2025.
5. LeadSift: Lightweight but Powerful
If you’re looking for an affordable, no-nonsense tool to dip your toes into the world of intent data, LeadSift is your best bet. This tool scrapes the web for buyer intent signals and provides a digestible summary of which companies are interested in your solutions.
Why You’ll Love It:
- Simplicity: It’s easy to set up and even easier to use. You don’t need a PhD in data science to understand the insights LeadSift provides.
- Affordable Pricing: Perfect for small to mid-sized businesses looking to leverage intent data without breaking the bank.
- Clear Signals: LeadSift focuses on high-value intent signals, reducing the noise and helping you focus on companies that are actually in-market.
How It’s Relevant for Sales and Marketing in 2025
As more businesses look to integrate intent data into their sales workflows, LeadSift is expanding its reporting capabilities to include more actionable insights. Plus, expect tighter CRM integrations in 2025, making it easier than ever to turn insights into action.
Key Trends Shaping Intent Data in 2025
- AI-Powered Insights: The integration of AI in intent data tools is more prominent than ever. This trend is allowing companies to not only see who’s interested but predict when they’ll be ready to buy.
- Increased Focus on Privacy: With regulations like GDPR and CCPA, expect intent data providers to double down on privacy. Tools like Bombora are leading the charge in ensuring data is collected and used ethically.
- Deeper CRM Integrations: Intent data is becoming more actionable as it integrates directly with CRM systems, helping sales teams trigger timely and relevant outreach.
- Hyper-Personalization: Gone are the days of one-size-fits-all campaigns. Intent data is empowering marketers to create deeply personalized experiences based on real-time behaviors and interests.
- Cross-Channel Alignment: Intent data isn’t just for email anymore. In 2025, expect to see more intent data being used to inform social, display, and even offline strategies.
Let’s Wrap it Up!
Intent data is no longer a “nice-to-have” in helping you streamline your sales strategy— it’s essential for sales teams looking to meet prospective buyers where they are. As we step into 2025, the tools we’ve covered offer unique advantages, whether you’re looking to tap into AI-driven insights, integrate seamlessly with your CRM, or simply get a clearer picture of which companies are in-market for your solution.
Whatever your focus, these top 5 intent data tools will help you turn prospect signals into real, qualified leads with the potential to convert. So, what are you waiting for? Give your sales campaigns the best chance of resulting in real revenue and incorporate intent data into your lead qualifying process – and watch your sales soar.
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Frequently Asked Questions (FAQs)
What is intent data and why is it important in 2025?
Intent data refers to signals gathered from online behavior, showing what topics or products potential buyers are researching. It’s crucial for 2025 sales and marketing because it helps identify which companies are actively seeking solutions like yours, enabling you to target leads earlier and more accurately.
Which intent data tool is best for Account-Based Marketing (ABM)?
Demandbase is the top choice for ABM, offering tailored engagement and intent data that help sales and marketing teams align on high-value accounts.
Which intent data tool is best for AI-driven insights?
6sense leads in AI-powered intent data, using predictive analytics to uncover hidden buyer activity in the “Dark Funnel.”
Is there an affordable option for smaller companies?
Yes, LeadSift is a lightweight and budget-friendly tool that helps smaller businesses leverage intent data without complex setups or high costs.