Intent Data Pricing: What 12 Providers Actually Charge

The short version

Intent data pricing is mostly unpublished. Of the twelve providers we cover, only RB2B and Warmly put full price lists on their websites, and only 6sense publishes a free tier alongside otherwise custom paid packaging. Everyone else sells an annual contract negotiated per customer. This page collects what each vendor's own pricing page says, what public G2 reviews say about typical spend, and how each vendor structures its pricing, so you know which levers move the number before you get on a sales call.

Three rules of thumb from the public record. First-party visitor identification (RB2B, Warmly) starts free and stays in the low thousands per year at paid tiers. Standalone third-party feeds (Bombora, G2 Buyer Intent, TrustRadius) are described in public reviews as low-to-mid five figures annually for typical mid-market licenses. Full platforms (6sense, Demandbase, ZoomInfo with Intent) are consistently described as six-figure enterprise commitments. Every figure below is labeled by source; where the source is a reviewer's anecdote rather than a vendor page, we say so.

Master pricing table: 12 intent data providers

A note on the "typical spend" column. These ranges come from reading public G2 reviews and vendor packaging descriptions, and they describe what reviewers say they paid, not what you will pay. Enterprise intent contracts are negotiated; the same vendor can be a $30k deal and a $300k deal depending on scope. Use the column to set expectations for the first sales call, not to budget.

The four intent data pricing models

Every vendor in the table uses one of four pricing structures, and knowing which one you are dealing with tells you which lever to negotiate.

1. Data license (Bombora, Foundry, LeadSift)

You pay an annual fee for access to a feed. The price scales with scope: how many topics, how many accounts, how many delivery destinations. This is the most negotiable model because the marginal cost to the vendor of one more topic is close to zero. The standard buyer mistake is licensing 40 topics when 8 would produce a cleaner signal; fewer topics costs less and works better.

2. Platform tier (6sense, Demandbase)

You pay for a software tier that includes intent as one feature among many. The price scales with the tier, seats, credits (for contact data) and modules (advertising, orchestration, personalization). Intent is rarely priced separately, which makes it hard to know what you are paying for the signal versus the software. 6sense's published packaging is the most transparent in this group: it lists what each tier includes, even if it does not list the price.

3. Add-on to an existing subscription (ZoomInfo Intent, G2 Buyer Intent, TrustRadius Intent)

You already pay for the base product (ZoomInfo Sales, a G2 or TrustRadius vendor profile) and intent is an upsell. The economics only make sense if you are staying on the base product anyway. Nobody should buy ZoomInfo to get ZoomInfo Intent; the intent add-on is a reason to stay, not a reason to switch. Same logic for G2: if your buyers are not on G2, the add-on has no signal to sell you.

4. Self-serve SaaS (RB2B, Warmly)

Published monthly or annual plans, usually with a free tier, scaling with identified-visitor volume or seats. These are the only vendors where you can compute the cost before talking to anyone. They are also limited to first-party signal (visitors on your own site), with Warmly layering optional third-party overlays on top at higher tiers.

Costs the price tag does not include

Activation. A Bombora feed with nowhere to go is a spreadsheet. If you buy a data license, budget for the destination: an ad platform, a sales-engagement tool, or a paid-media automation layer like Metadata.io (our disclosed sponsor). Platform buyers pay for this inside the platform; feed buyers pay for it separately. Compare total stack cost, not feed cost.

Contact data. Third-party intent is account-level. Turning a surging account into a person to call requires a contact database, which 6sense and ZoomInfo bundle on credits and Bombora does not include at all.

Media. Intentsify and Foundry often pair data with managed advertising or content syndication, and the media budget can dwarf the data fee. Ask for the data-only price separately.

Ops time. Building the feedback loop that tells you which surging accounts became pipeline is the difference between intent data that works and intent data that gets cancelled at renewal. Platforms include this reporting; feeds do not. Our sister site abmbenchmarks.com collects public conversion benchmarks that help sanity-check the loop once it exists.

Multi-year lock-in. Enterprise platform contracts are frequently multi-year with annual escalators. G2 reviews for 6sense and Demandbase both mention contract length as a friction point. Negotiate a one-year term for the first deal, even at a higher rate.

What to buy at each budget

The mid-band ($10k to $50k) is where most first-time intent buyers should start, and it is also where the best price-to-signal ratio lives. A narrowly scoped Bombora license or a G2 Buyer Intent subscription, pushed into tools you already own, will tell you within a quarter whether intent data works for your motion. If it does, you can graduate to a platform with evidence. If it does not, you have not signed a six-figure multi-year deal to find out.

Negotiating intent data contracts

Because almost none of this is list-priced, the sales conversation sets the number. A few things that consistently help, drawn from public G2 reviews and vendor packaging pages:

Ask for the data-only price. Platform vendors will quote a bundle. Ask what the intent module costs on its own, then decide whether the rest of the bundle earns its keep.

Scope topics down. For Bombora and Bombora-derived products, fewer topics means a lower price and a cleaner signal. Start with the 8 to 12 topics that map directly to your product.

Check for double-paying. If you are on 6sense, Demandbase, ZoomInfo or Warmly, Bombora topics may already be in your contract. Confirm before buying a separate license.

Run a paid pilot, not a free trial. Vendors will often do a short paid pilot with a narrow scope. A 90-day pilot with a control group tells you more than any demo.

One-year term first. Even at a worse rate. The cost of a bad three-year platform contract is far higher than the discount you get for signing it.

Frequently asked questions