Research Note: B2B Intent Data Market Analysis
Market Overview
The B2B intent data market encompasses platforms and solutions that capture, analyze, and activate digital signals indicating potential purchase interest from business buyers. These solutions have evolved from simple data providers to comprehensive platforms that include predictive analytics, account-based marketing capabilities, and multi-channel activation features. The primary product categories include pure-play intent data providers (like Bombora), comprehensive ABM platforms with intent capabilities (like 6sense and Demandbase), and specialized vertical intent providers (like TechTarget for technology). The market has seen significant consolidation through acquisitions, with larger players acquiring complementary technologies to build end-to-end solutions. According to recent market research, the global B2B intent data market is estimated at $1.4 billion in 2024 and is projected to grow at a CAGR of 34.7% through 2028, reaching approximately $4.5 billion.
Buyer Landscape
The primary buyers of B2B intent data solutions are enterprise and mid-market companies with complex sales cycles and significant marketing technology investments. Key decision-makers typically include Chief Marketing Officers (CMOs), Chief Revenue Officers (CROs), VP/Directors of Demand Generation, VP/Directors of Marketing Operations, and increasingly Chief Digital Officers (CDOs) who are looking to transform their go-to-market strategies. Purchase decisions usually involve multiple stakeholders including Marketing Operations (technical evaluation), Sales Operations (integration requirements), Revenue Operations (ROI analysis), and Information Technology (security and compliance). Market adoption is being driven by the increasing sophistication of B2B buying processes, with Gartner reporting that 83% of B2B purchase decisions now involve complex buying committees averaging 6-10 members. Growth is particularly strong in the technology, financial services, and professional services sectors, where long sales cycles and high-value deals justify the investment in advanced intent data solutions.