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.

Print syndication Wikipedia

This is why it is important always to provide a link to the source in the syndicated content. Content syndication not only allows more people to follow your brand and content, but it also drives traffic. Your syndicated content can be articles (or excerpts from them), eBooks, whitepapers, videos, etc. Content syndication exposes your content to prospects, viewers, and readers who may have never come across your brand organically. Let’s dive into some of the many other benefits you get from content syndication.

By partnering with reputable platforms that utilize canonical tags, you can maximize the benefits of content syndication while minimizing potential risks. When selecting partners for content syndication, it's important to prioritize those who understand and implement canonical tags correctly. It helps search engines understand which version of a page is the primary source, preventing duplicate content issues and ensuring proper credit and link equity. To fully leverage the power of content syndication, it's essential to implement effective strategies. By carefully selecting content and considering the legal and ethical implications, you can maximize the benefits of content syndication and build a robust online presence. By understanding both the benefits and drawbacks of content syndication, you can make informed decisions about leveraging this strategy to achieve your marketing goals.

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How to Syndicate Content

One common concern with content syndication is that the syndicated version may outrank your original article in search results. It’s one of the most efficient ways to expand your reach without creating new content from scratch. Content syndication helps you get your content in front of people who may never visit your site otherwise. Let’s break down what content syndication actually is, how it works, and how you can do it the right way without hurting your SEO. In fact, according to a survey, 65% of B2B marketers said content syndication was a key part of their lead generation strategy. You might have written a great blog post, guide, or case study, but if only a few people see it, the effort falls flat.

Consistent and scalable lead generation

The biggest advantage that content syndication holds over guest posting is that content syndication is scalable. James is a big fan of web content syndication and he has had a lot of success with it. Endorsements include Oscar-nominated screenwriter Paul Tamasy (The Fighter), Oscar-nominated producer Brian Frankish (Field of Dreams), the International Boxing Research Organization, and the West Coast Boxing Hall of Fame.

How to Implement Content Syndication

• By implementing these strategies, you can significantly increase the reach and impact of your content syndication efforts.
• First, visit Medium and click Write to start a free Writer account.
• It’s these qualities that readers will pick up on, and they will help your original content rank higher in search while simultaneously matching the audience intent of the sites you syndicate on.

So what are the dos and don’ts of content syndication? Disqus offers content syndication through its comment system, allowing your discussions to appear across various websites and engage readers directly. By keeping a vigilant eye on how your syndicated content is faring, you’re not just gathering data; you’re gathering insights.

Avoid content syndication SEO issues by properly tagging your blog content before you distribute it. Syndicating bottom-funnel content aimed at making a sale is a great way to reach new people in the decision-making stage. Article syndication can improve your brand awareness by introducing you to people who may not have heard of you. Before jumping into the deep end of content syndication, you need a strategy. The website syndicating your content should clearly indicate the original source and include a link back to your site.

In the fast-paced digital landscape, creating content is only half the battle — ensuring it reaches the right audience is the other. No need to panic though – you content syndication can make your syndicated content SEO-friendly by ensuring it is indexed correctly, on your site and on your syndication partner’s site. In the B2B industry, content syndication is a core lead generation tactic.

Lead generation strategies to start attracting business and drive growth

To run webinars well, keep a regular cadence, promote through email and LinkedIn, and focus the session on actionable insight instead of a sales pitch. They also produce qualification signals — who registered, attended, and asked questions — so you can prioritize follow-up. Lead with one or two organic channels where your buyers already spend time (usually SEO/content and LinkedIn), let the founder be visible, and add paid or outbound only once a channel proves it can produce pipeline. Core B2B SaaS marketing channels include your website and blog (SEO and thought leadership), email, LinkedIn, paid search and LinkedIn ads, and events or communities.

These platforms help sales and marketing teams identify high-intent prospects and personalize communication as part of your lead nurturing efforts. If you're looking to accelerate your social media presence, fill in the information below. The complete guide to small business social media marketing in 2026.

The paid plans unlock advanced filters, buying intent signals, and multi-step sequences. If your sales ready website is not your companies top sales person, then it’s time to redesign your website to better align with your sales funnel, buyer personas and buyers journey. By delivering a personalized buying experience for each decision maker, we drive more qualified, meeting-ready B2b demand generation versus lead nurturing leads for your sales team, leading to more closed deals. Our strategic account-based marketing model gives you an edge when targeting new buyers and markets.

The important takeaway here is that an in-house SDR may only suit businesses that have a very high volume of inbound leads that need qualifying. When we break down the true cost of an SDR, outsourcing often seems like the more financially viable option for businesses. Hiring a sales development representative gives the impression of greater control over internal costs for businesses, but it is far from reality. Clean, compliant data gives you greater targeting precision while protecting your brand. Develop stringent qualification criteria with your provider so that you only get leads that convert.

Why is it possible to generate lots of leads but still have a poor conversion rate?

Read on to learn all about how this strategy can help businesses drive deeper engagement and greater revenue over time. We briefly mentioned account-based marketing (ABM) earlier in this article — but it’s important enough to warrant its own section. In comparison, B2B marketing has been more transactional than empathetic, but B2B businesses are working to catch up. For B2B marketers, knowing when to say things is half the battle — the other half is knowing what to say. For example, knowing when a lead is likely to check their email or scroll through Twitter can help teams deliver tailored messaging to those channels at the right time. When selecting the right mix of channels for their leads and buyer groups, B2B marketing teams should evaluate engagement and behavior data to identify top performers and the optimal times for delivering content.

Once marketers know what performs well, they can determine where to place CTAs. Co-marketing involves partnering with other businesses or industry influencers to jointly create and promote content. After uploading visuals and copy, double-check all campaign settings, including targeting, budget, and ad creatives, to ensure they’re accurate. When goals are set, use Facebook’s audience insights to create a detailed buyer persona. However, when Facebook Ads was launched in 2007, and its algorithm began to favor accounts that used paid advertising, there was a major shift in how businesses used the platform to capture leads.

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Many marketers also report that automation tools help them cut wasted effort and improve response time. Instead of waiting for leads to submit information, they allow buyers to start conversations instantly and continue them across channels. You’re proving credibility, building trust, and guiding multiple people toward a yes. You’re not chasing clicks, you’re managing relationships.

It also provides targeted lead recommendations based on your search history, saved leads, and preferences. With Salespanel, your sales team receives freshly qualified leads directly in their CRM, equipped with data-driven insights to help turn these leads into customers. It creates an automated process that enables marketers to share crucial data with sales teams efficiently.

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Join our Marketing Cloud AI product leaders to discover how Agentforce for Marketing transforms AI insights into tangible actions, driving real enterprise value. The goal is to help those businesses grow by providing valuable solutions. B2B marketing is the practice of promoting products or services to other businesses. Since most buyer experiences today are digital, marketing and IT have shared priorities and a vested interest in working together to achieve their goals.

They provide sales teams with a steady stream of qualified leads, complete with contact information and behavioral insights, enabling more efficient and targeted outreach. HubSpot Marketing Hub is best for businesses focused on inbound lead generation, content marketing, and automated lead nurturing. Zendesk Sell is a great option if you are looking for a sales CRM with built-in communication tools to support lead nurturing and deal management. D&B Hoovers is a B2B company and contact database that provides sales teams with in-depth firmographic and intent-based insights. It provides tools for personalized email sequences, workflow management, and even LinkedIn automation.

How Lead Generation and Lead Nurturing Work Together

• By collaborating with IT, marketing can share insights that help build digital experiences that truly connect with buyers.
• Focused on mid and bottom-of-funnel activities, a lead nurturing strategy guides leads through the consideration and decision phases of the sales funnel.
• Investing in social media monitoring tools like Hootsuite and Brandwatch gives you valuable insights into brand mentions and audience sentiment.
• This is according to a recent survey of B2B marketers in the US.

This involves engaging with leads through personalized email marketing campaigns, targeted content, and follow-up communications over time. For example, a tech company publishing insightful articles on the latest industry trends can attract individuals (or other businesses) interested in those topics. This means creating valuable content and experiences that attract qualified prospects, then building credibility before a sales conversation begins. In traditional outbound sales, businesses push unsolicited messages to broad audiences. An example of an MQL is a contact who fills out a landing page form for an offer.

This on-demand session provides strategies and insights to help you prove your value to your leadership team and secure their If you’re looking to become a commercial marketer, check out our technology report which outlines the 40+ tools to invest in – all in an effort to enhance your insights and analytical skills. A practical framework for turning research data into compelling B2B stories, helping marketers and PR teams move from insights to content faster. By leveraging advanced marketing tools and strategies, Smarketers helps businesses convert leads into loyal customers and drive measurable growth.

If velocity slows, I look for content or proof gaps at specific stages and add targeted enablement (case studies, TCO/ROI, architecture deep dives). A composite view of whether the people engaging with you are truly ICP and in a realistic buying window. And that’s because marketing used to be a service organization to sales, until B2B executives realized that marketing should be a strategic partner.

Notion’s approach aligns with modern buyers who prefer trusted and authentic user-generated content rather than filling out forms and waiting for follow-ups. HubSpot pioneered inbound marketing as a demand generation strategy by creating high-value educational content (blog posts, guides, webinars, and free tools) that nurtures potential customers — before asking for anything. As a demand gen marketer, we’re no longer just “filling the top-of-the-funnel.” We’re earning attention before there’s intent and guiding buyers with value until they raise their hand for speaking with a rep.

What Is Content Marketing

The content marketing strategy established above is the process you need to get an effective content marketing program off the ground. The problem is that most people give up too quickly or don’t publish consistently. You have to actually have something unique and interesting to say to get people to pay attention to your content. Even if you know that all of your competitors are producing video content, don’t try to create video content unless you know you can consistently publish high-quality video content. For example, most people don’t go to TikTok to hire a lawyer or marketing agency.

Ethical brands are often inclusive by nature so addressing growing trends like de-digitalising is part of their ethos. High-quality attention is necessary for complex sustainability-led storytelling; integrating creative effectiveness and media planning can enhance media resonance. Use contextual targeting to locate audiences and communicate in a way that resonates. Additionally allowing audiences space to interact can build intent.

A documented strategy also makes it easier to determine deadlines and who is responsible for various articles or assets. Consumers look to your content to educate them about how they can fix or mend the problem they’re facing. When consumers hear your name amid a sea of competition, they’ll view you as a credible source and a great place to spend their money. When people recognize your name and your mission, they’ll be more likely to choose you over a competitor.

Webinars grant you a real live audience you have direct contact with, and they’re also effective at generating leads. So when you host a webinar, you’re already What does content marketing entail? speaking to a captive and interested audience who find your brand credible. Videos are some of the most effective types of content in marketing. Specifically, they also offer valuable tips on managing mental health more effectively and even invite wellness experts to interview as guests.

• Your potential customers are just realizing they have a problem.
• Creating content without a strategy is a surefire way to waste a lot of time, money, and resources.
• Ebooks and whitepapers are often used to capture potential customers in the “awareness” stage of the sales cycle.

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They’ve worked with some of the biggest brands in online marketing, including HubSpot, Instapage, and Ahrefs to create a range of useful resources. Not only do you create something more valuable than you could on your own, but you also get the chance to promote your brands to an established audience of potential customers. Some people, like Tim Ferriss and Joe Rogan, have built entire businesses out of podcasting. The site offers dozens of free resources that help users overcome major pain points like getting the most out of Google Ads, finding better keywords, and increasing conversion rates. Since then, businesses and individuals alike have tried to garner attention by creating free or cheap content. These all-important words and phrases are the terms a prospect types into a search engine when they’re looking for a company, product, or service.

Content marketing remains effective because it aligns with how people actually discover, evaluate, and trust brands. In 2026, audiences are more selective, platforms are more competitive, and attention is harder to earn. 56% of marketers use them, and 67% of the most successful businesses incorporate white papers into their content marketing strategy. With nearly 505 million worldwide podcast listeners projected in 2024, podcasts are becoming an increasingly popular way to reach and engage with audiences. Content marketing is the strategic creation and distribution of valuable, relevant content designed to attract and engage your target audience.

It lets you grow your influence, make money, and build a community around what you love. If you’re passionate about your topic and want to connect with like-minded people, digital content creation is one of the most rewarding ways to do it. Purely from a business perspective, a digital creator’s worth is primarily determined by their audience size and engagement. If you’re just starting, focus on establishing yourself on one platform before branching out into others.

What are the types of content used in content marketing?

By using this overarching campaign to promote Dove products, Dove encourages organic social media content from Dove users and builds brand trust and loyalty. The GoPro does interactive content in a way that countless brands can learn from. This type of content builds trust and reduces friction in the sales process, especially for complex or high-ticket products.