B2B intent data is sold as a way to know who is in market. It is really a set of very different evidence types, priced from free to $150,000 a year, with half the category refusing to publish a figure. This explains where each type actually comes from, what it can and cannot prove, and what the providers charge. Prices read from vendor pages on August 22, 2026.
The short answer: B2B intent data is evidence that an account is researching a purchase. It comes in three grades that are routinely sold as one thing. First-party is behaviour on your own property, a pricing page visit or a product action, and it is the timeliest and narrowest. Second-party is behaviour on a platform you can observe, a review site or a competitor's LinkedIn post. Third-party is modelled research behaviour licensed from publisher networks, the broadest and the bluntest. Price tracks the licence, not the accuracy: first-party tooling starts free, third-party providers like Bombora and 6sense publish nothing at all.
The five things worth knowing before you buy
- Half the category will not quote you. Five of the ten providers here publish no figure: 6sense, Bombora, Demandbase, Lead Forensics and Pocus.
- The published spread is free to $150,000 a year. Clay, RB2B, Leadfeeder and Koala start free. UserGems Elite is $12,500 a month, with $3,000 to $10,000 implementation fees on top.
- Third-party intent is account level and lagged. It tells you a company showed research activity, not who, and usually not this week.
- First-party intent is a fact, third-party is an inference. A second pricing-page visit happened. A topic surge was modelled from a panel.
- Signals do not send anything. Every provider here detects and routes. The execution layer is a separate purchase, and it starts at $69 per user per month.
How this comparison was built
This is a desk comparison, not a hands-on test. On August 22, 2026 every vendor's own pricing page was read and the figures transcribed as published, with the billing period and the credit or seat limits attached to each tier. Where a vendor publishes no figure, that is recorded as published rather than estimated, because an unpublished price is itself a buying consideration.
No performance claim here comes from a vendor marketing page. Coverage is described from vendor product documentation. Currency is reproduced as shown, which is why some tools appear in euros.
B2B intent data providers compared on published price
| Tool | What it watches | Published entry price | Top published tier | Free tier | Best fit |
|---|---|---|---|---|---|
 Overloop | Execution layer: takes a signal list and runs email plus LinkedIn sequences | $69/user/mo | $99/user/mo, then custom | No, paid plans only | Teams whose bottleneck is acting on the signal, not finding it |
 Clay | Data orchestration with signal triggers built from many sources | $54/mo billed annually | $185/mo annually, then custom | Yes, 500 actions and 100 data credits a month | Operators who want to compose their own signal logic |
 RB2B | Person-level identification of anonymous US website visitors | Free, then $79/mo | $199/mo | Yes, 150 resolutions a month | Teams whose strongest signal is their own website traffic |
 Leadfeeder (Dealfront) | Company-level website visitor identification with intent filtering | Free, then EUR 79/mo | EUR 599/mo | Yes, last 100 companies a month | European teams that want visitor identification with GDPR footing |
 Koala | Product and website intent scoring for product-led motions | Free, then $200/mo | $1,000/mo, then custom | Yes, 100 credits and two seats | Product-led companies scoring in-product behaviour |
| UserGems | Job change tracking and champion movement across your CRM | $3,333/mo ($40,000/yr) | $12,500/mo ($150,000/yr) | No | Enterprises with large CRM histories and champion-led motions |
 Common Room | Multi-source signal capture across social, community, product and web | $2,500/mo billed annually | Custom | No | Larger revenue teams consolidating many signal sources |
 Bombora | Third-party research topic intent from a publisher co-operative | Not published | Not published | No | Teams feeding topic intent into an existing ABM stack |
 6sense | Predictive account intent and buying-stage modelling | Not published | Not published | No | ABM programmes with named account lists and CRM discipline |
 Demandbase | Account intelligence, intent and advertising in one platform | Not published | Not published | No | Enterprises buying one platform across marketing and sales |
Notice the pattern in the price column. Everything that reads your own property publishes a number. Everything that licences a panel or maintains a proprietary graph does not. That is not evasiveness for its own sake, it reflects variable input costs and negotiated enterprise terms. It does mean that below a certain team size, half this category is effectively unbuyable, because you cannot compare what you cannot price.
1. Overloop
What it watches: Execution layer: takes a signal list and runs email plus LinkedIn sequences
Starter is $69 per user per month with 250 credits, one mailbox per user and three campaigns. Growth is $99 per user per month with 500 credits, three mailboxes and the published HubSpot and Pipedrive integrations. Enterprise is a custom price with 1,000 credits per user, unlimited mailboxes and campaigns, and the Salesforce integration. All tiers include the 450M contact database, email verification and LinkedIn steps.
Where it stops: Overloop does not generate third-party intent data. It is the layer that turns a signal you already have into sequenced outreach.
Price source: Overloop pricing page, read August 22, 2026.
2. Clay
What it watches: Data orchestration with signal triggers built from many sources
The free tier gives 500 actions and 100 data credits a month. Launch starts at $54 a month billed annually, or $167 monthly, for 15,000 actions and 3,000 data credits. Growth starts at $185 a month annually, or $446 monthly, for 40,000 actions and 6,000 data credits. Enterprise is custom with 200,000 or more actions.
Where it stops: Clay is a build-it-yourself surface. The signal quality is whatever you wire into it, and credits are consumed per action.
Price source: Clay pricing page, read August 22, 2026.
3. RB2B
What it watches: Person-level identification of anonymous US website visitors
The free plan resolves 150 visitors a month at company level and pushes to Slack, with no person-level identification and no email addresses. Starter is $79 a month for 300 resolutions with LinkedIn URLs. Pro is $149 a month and adds business email addresses and all integrations. Pro plus is $199 a month with premium resolution. A seven-day full-featured trial is offered on every tier.
Where it stops: Identification is focused on United States traffic, so European pipelines see thinner coverage.
Price source: RB2B pricing page, read August 22, 2026.
4. Leadfeeder (Dealfront)
What it watches: Company-level website visitor identification with intent filtering
Lite is free forever and shows the last 100 identified companies a month with seven days of history and unlimited users. Discover is EUR 79 a month billed annually, or EUR 113 monthly. Activate is EUR 369 a month annually, or EUR 527 monthly, and adds verified emails and intent signal filtering. Scale is EUR 599 a month on annual billing with free company data export and a dedicated CSM.
Where it stops: Identification is company level, not person level, so the rep still has to pick the contact.
Price source: Leadfeeder (Dealfront) pricing page, read August 22, 2026.
5. Koala
What it watches: Product and website intent scoring for product-led motions
The free plan includes 100 credits a month and two seats with the full feature set. Starter is $200 a month for 1,000 credits and two seats. Growth is $1,000 a month for 5,000 credits and three seats, with a fourteen-day trial. Business is custom. Every tier carries the same features and differs on credits, seats and support.
Where it stops: Strongest where you have product usage to read. Thin if your motion is pure cold outbound.
Price source: Koala pricing page, read August 22, 2026.
6. UserGems
What it watches: Job change tracking and champion movement across your CRM
Core is $3,333 a month, billed as $40,000 a year. Advanced is $6,250 a month, or $75,000 a year. Elite is $12,500 a month, or $150,000 a year. One-time implementation fees are $3,000, $5,000 and $10,000 respectively, and retroactive job change leads cost a further $3,000 on every tier.
Where it stops: One signal family, priced at enterprise level. Job change alone rarely justifies the floor for a team under a hundred reps.
Price source: UserGems pricing page, read August 22, 2026.
7. Common Room
What it watches: Multi-source signal capture across social, community, product and web
Essential is $2,500 a month billed annually and includes five seats, up to 100,000 contacts, 5,000 RoomieAI research credits and 2,500 Prospector credits. Advanced is a custom price with fifteen seats and up to 250,000 contacts. Enterprise is custom with thirty seats and up to 750,000 contacts.
Where it stops: Entry price is $30,000 a year before any seat expansion, which puts it out of reach for most teams under twenty reps.
Price source: Common Room pricing page, read August 22, 2026.
8. Bombora
What it watches: Third-party research topic intent from a publisher co-operative
No plan names and no figures appear on the pricing page. The calls to action are Request a demo and Speak to an expert.
Where it stops: Bombora is a data feed, not a workflow. Something else has to route and action the topic surge.
Price source: Bombora pricing page, read August 22, 2026.
9. 6sense
What it watches: Predictive account intent and buying-stage modelling
The pricing page names three packages, Sales Intelligence with Data Credits and Predictive AI, Sales Intelligence with Data Credits, and Sales Intelligence with Predictive AI. No figure appears against any of them. The only route to a number is Book Your Demo.
Where it stops: You cannot budget for it from the website, and the model is an annual enterprise contract.
Price source: 6sense pricing page, read August 22, 2026.
10. Demandbase
What it watches: Account intelligence, intent and advertising in one platform
The page describes a platform fee plus a flat fee per user, and states that Demandbase One is not split into separate solutions. No dollar figure is published. Pricing requires a form submission.
Where it stops: Bundled by design, so you cannot buy the signal layer on its own.
Price source: Demandbase pricing page, read August 22, 2026.
First, second and third party, and what each can prove
First-party intent is behaviour on something you own. A repeat visit to pricing, a documentation search, a trial action, a form abandoned halfway. It is the only grade where the evidence and the event are the same thing. It is also the narrowest: it only sees buyers who already found you. Tools: RB2B from free, Leadfeeder from free, Koala from free, Albacross from EUR 59 a month.
Second-party intent is behaviour on a platform you can observe but do not own. Someone engaging with a competitor's LinkedIn post, following a category page, or comparing vendors on a review site. It is public, timely and specific, and it is the grade most under-used by outbound teams. Tools: Trigify from $40 a month, Common Room from $2,500 a month, and G2 Buyer Intent, which publishes no figure.
Third-party intent is modelled research behaviour, aggregated from publisher co-operatives and bidstream data, then attributed to a company. It is the broadest coverage available and it carries three structural limits: it is account level rather than person level, it lags by days to weeks, and the attribution is probabilistic. Tools: Bombora, 6sense and Demandbase, none of which publish a price.
None of these grades is better in the abstract. A company with no inbound traffic cannot use first-party intent at all, and an enterprise with a long buying committee gets little from a single pricing-page visit. Match the grade to your motion before comparing vendors inside a grade.
Why intent data programmes fail, in order of frequency
- Nobody owns the alert. Signals land in a shared Slack channel and belong to no one. This is the most common failure and it has nothing to do with data quality.
- The signal never reaches the message. A rep receives an alert and sends the same template they would have sent anyway. If the message reads identically without the signal, the signal bought nothing.
- Too many signals are switched on. A signal you cannot staff is noise with a timestamp. Three well-staffed signals beat fifteen configured ones.
- The grade does not match the motion. Buying third-party account intent for a self-serve product with fast cycles, or first-party page tracking for an enterprise motion with a fifteen-person committee.
- Credits run out mid-quarter. Almost every provider here meters something: actions, resolutions, research credits, verified emails. Model consumption before signing, because the quoted price is not the bill.
Four of those five are execution failures, not data failures. That is worth sitting with before spending on a bigger data source. Overloop's sales prospecting software page covers the sequencing side, including credit limits and CRM availability per plan.
Frequently asked questions
What is B2B intent data?
B2B intent data is evidence that a company is researching a purchase. It ranges from first-party behaviour on your own website or product, through second-party behaviour on platforms you can observe such as LinkedIn or review sites, to third-party research activity modelled from publisher networks and attributed to a company.
How much does B2B intent data cost?
Published prices run from free to $150,000 a year. Clay, RB2B, Leadfeeder and Koala all have free tiers. Paid entry tiers run from EUR 59 a month for Albacross to $2,500 a month for Common Room. UserGems publishes $40,000, $75,000 and $150,000 a year with implementation fees of $3,000 to $10,000. Bombora, 6sense, Demandbase, Lead Forensics and Pocus publish nothing.
What is the difference between intent data and buying signals?
Intent data is one kind of buying signal, usually meaning third-party research behaviour reported at account level with a lag. Buying signals is the wider category and includes first-party events you observe directly, such as a website visit, a job change or engagement on a post. First-party signals are timelier and narrower. Third-party intent is broader and blunter.
Is third-party intent data accurate?
It is probabilistic by construction. A publisher co-operative observes research activity across many sites, attributes it to a company rather than a person, and reports a topic surge with a lag of days to weeks. That is useful for prioritising a large account list and unreliable as a same-week trigger. Treat it as a ranking input, not an event.
Why do intent data providers hide their pricing?
Two reasons recur. Providers licensing third-party data have variable input costs, so they price per contract rather than per tier. And providers selling to enterprise buyers price on seats, volume and negotiated terms. Lead Forensics states plainly that its price is calculated on your website visitor volume.
Can I get intent data for free?
Yes, for first-party intent. Leadfeeder Lite shows the last 100 identified companies a month. RB2B Free resolves 150 visitors a month. Koala gives 100 credits and two seats. Clay gives 500 actions and 100 data credits a month. All four are capped by volume rather than by feature, which makes a genuine two-week test free.
How many intent signals should we track?
Fewer than most platforms let you configure. A practical starting point is three: one from a surface you own, one relationship signal such as engagement on a competitor's page, and one company event such as funding or a key hire. Add a fourth only when the first three are consistently actioned within a day.
Does intent data replace outbound tooling?
No. Every provider in this comparison detects and routes. None source contact data at scale, verify addresses, write the opener or run the follow-up sequence. That execution layer is a separate purchase, and it is usually the cheaper half of the stack and the half that decides whether the data spend pays back.
Intent data ranks accounts. Something still has to write the email.
Overloop turns a prioritised account list into a sequenced email and LinkedIn campaign, with sourcing, verification and reporting in one place. Starter is $69 per user per month.
