Intent Data Pricing: What Bombora, 6sense, G2, ZoomInfo and Others Charge

The short version

Intent data pricing runs from free (RB2B and Warmly starter tiers) to well over $100,000 a year (6sense and Demandbase enterprise suites), and the four biggest vendors publish no list prices at all. What is publicly verifiable: RB2B posts plans starting at $149/month; Warmly posts tiered plans on its pricing page; G2 Buyer Intent is sold inside G2 vendor subscriptions that third-party procurement sites list from roughly $10,000/year; Bombora, 6sense, Demandbase, ZoomInfo and TrustRadius are all quote-only. Where we cite a range for a quote-only vendor, it comes from procurement marketplaces (Vendr) or G2 reviewer comments, and we label it as such.

This page collects every public price point and documented range we could find, explains the pricing models behind them, and gives you a per-account cost framework so that a $60k contract and a $15k contract can be compared honestly. For the qualitative comparison, see best intent data provider for in-market buyers.

Intent data pricing by vendor

"Published?" indicates whether the vendor shows any price on its own site. "Reported range" is from third-party sources named in the Source column; treat it as directional, not as a quote. All figures USD, as of the date at the top of this page.

The five pricing models behind the table

Vendors avoid list prices partly because they sell different things. Understanding which model you are buying under is the first step to negotiating well.

1. Data subscription (Bombora direct)

You pay for access to a scored data feed. Price scales with how many topics you track, how many accounts you want scored (your target list versus the whole universe), and how you take delivery. API and warehouse delivery cost more than a weekly CSV. Custom topic requests can add cost or require a higher tier. The data has no activation layer, so budget separately for the tool that uses it.

2. Platform subscription with modules (6sense, Demandbase)

Intent is one input to a platform that also does account scoring, orchestration, advertising and sales alerts. The base subscription includes intent; you then pay for seats, add-on modules and, in both cases, ad media that runs through the vendor's own network. This is why reported ranges are so wide: a $60k marketing-only tier and a $250k marketing-plus-sales-plus-advertising deal are both "6sense". Vendr's category data suggests medians in the low six figures for mid-market and enterprise contracts. The sister site 6sensealternatives.com covers 6sense's pricing family in more depth.

3. Add-on to a data license (ZoomInfo)

You cannot buy ZoomInfo Intent without a ZoomInfo Sales or Marketing license. The base license is per-seat with export credits; Intent, WebSights (site de-anonymization) and Streaming Intent are priced as add-ons. G2 reviewers frequently note that the add-on cost was not obvious at initial purchase, so ask for the fully loaded price in writing. zoominfocompetitors.com tracks the alternatives if the bundle is more than you need.

4. Bundled with a review-site listing (G2, TrustRadius)

Buyer intent data from G2 and TrustRadius is a feature of their vendor marketing packages, alongside profile enhancements, review collection and content licensing. You are paying for presence on the review site; the intent feed is a benefit of the higher tiers. Price scales with the number of categories you are listed in and which integrations you enable. This is often the cheapest way for a mid-market vendor to get a bottom-of-funnel intent signal, because you may already be paying for the listing.

5. Self-serve SaaS tiers (RB2B, Warmly)

The only vendors in the table with published prices. Both use a free tier to acquire users and charge by the volume of identified website visitors, with features (Slack routing, CRM sync, third-party intent feeds, chat) gated by tier. Warmly's higher tiers include licensed Bombora and 6sense intent, which makes it the cheapest published path to co-op intent data. Read the tier limits carefully; identified-visitor caps are the main upsell lever.

Hidden and adjacent costs

How to compare prices: cost per surging account

List price is the wrong unit. The right unit is the annual cost divided by the number of correctly resolved, genuinely in-market accounts the tool surfaces in a year. A worked example, using illustrative numbers rather than any vendor's actual quote:

The point of the exercise is that the suite is not automatically worse because it costs more, and the review-site feed is not automatically better because it costs less. The suite includes activation; the review-site feed has the highest precision per account. Run the bake-off described on our in-market buyers page to get real numbers for your list.

Negotiation notes from public reviewer commentary

G2 and Reddit reviewer comments on the enterprise vendors repeat a few themes. Quarter-end and fiscal-year-end discounts are real for 6sense, Demandbase and ZoomInfo. Multi-year terms trade a lower annual price for lock-in; make sure the exit clause covers data export. Ask for pilot or proof-of-concept pricing (a quarter at reduced cost against a defined success metric) before committing to an annual contract. For ZoomInfo specifically, reviewers frequently flag auto-renewal and cancellation-window terms; calendar the opt-out date the day you sign. For Bombora, ask whether the price differs for a fixed target-account list versus universe scoring; it usually does.

Vendr publishes negotiation insights and median contract values for several of these vendors, drawn from its own transaction data; it is the only public source we found with contract-level figures, and it should be read with its sample size in mind.

Frequently asked questions