In today’s competitive B2B market, intent data has become a secret weapon for sales and marketing teams. By identifying when prospects are actively researching solutions, businesses can strike at the perfect moment in the buying journey.
But with so many providers, which one is right for your business? Below, we compare three of the most popular platforms—ZoomInfo, Bombora, and Leadfeeder—to help you decide.
What Is Intent Data and Why Does It Matter?
Intent data tracks digital behaviours—website visits, content downloads, search activity—that indicate when companies are researching specific solutions.
- 91% of B2B buyers research online before purchasing (TechTarget, 2023).
- Companies using intent data see a 30% increase in conversion rates compared to traditional lead generation.
The advantage is timing: instead of cold outreach, you’re targeting companies already showing buying signals.
ZoomInfo: The Comprehensive Database Giant
ZoomInfo combines first-party platform data with third-party intent signals.
Strengths:
- Over 260 million professional profiles
- Strong CRM integrations and advanced filters
- Broad coverage across 200+ countries
Limitations:
- High cost, often £12,000+ annually
- Data accuracy varies for smaller companies
- Complex interface requiring training
ZoomInfo offers breadth of data, making it a strong choice for enterprises needing global coverage.
Bombora: The Intent Data Specialist
Bombora pioneered Company Surge® data, monitoring content consumption across 4,000+ B2B websites and 7,000 topics.
Strengths:
- High-quality, topic-level surge scoring
- Data sourced from premium B2B publishers
- Transparent methodology and API integrations
Limitations:
- Limited contact-level data (needs pairing with CRM or database)
- Coverage strongest in North America and the UK
- Higher cost per data point than some providers
Bombora excels in depth and accuracy. Companies with high surge scores are 70% more likely to purchase within six months.
Leadfeeder: The Website Visitor Intelligence Solution
Leadfeeder focuses on first-party intent, identifying anonymous companies visiting your site.
Strengths:
- Affordable (plans from ~£50/month)
- Easy to set up, integrates with Google Analytics and CRMs
- Highly relevant data from actual site visitors
Limitations:
- Limited to website traffic
- Smaller coverage compared to third-party providers
- Insights depend on visitor volume
Leadfeeder typically identifies 2–5% of visitors as companies, a strong source of warm leads for SMEs with steady web traffic.
Comparing Data Quality and Coverage
- ZoomInfo: broadest global coverage, but depth varies outside major markets.
- Bombora: strongest intent signals from premium B2B sources, but limited geographies.
- Leadfeeder: most accurate for visitors engaging with your brand, but misses unseen prospects.
Pricing and ROI Considerations
- ZoomInfo: £12,000+ annually for professional plans.
- Bombora: quote-based, usually enterprise-level budgets.
- Leadfeeder: from ~£50/month, accessible for SMEs.
According to Forrester, effective use of intent data drives an 18% average revenue increase within year one.
Integration and Ease of Use
- ZoomInfo: extensive CRM integrations, but complex.
- Bombora: strong API access, best for teams with tech resources.
- Leadfeeder: easiest to use, with fast setup and simple dashboards.
Making the Right Choice for Your Business
- ZoomInfo suits large enterprises needing broad, global reach.
- Bombora fits companies prioritising high-quality intent signals and advanced insights.
- Leadfeeder is ideal for UK SMEs seeking a cost-effective way to convert web traffic into leads.
At SendIQ, we combine multiple intent sources with personalised outreach across email, LinkedIn, and targeted calls. The most successful strategies blend data-driven insights with human-led engagement.
The key is choosing the provider that matches your budget, sales infrastructure, and go-to-market strategy, while delivering insights you can turn into revenue.
