Intent data and buying-signal tools for European B2B teams (2026): 8 compared

The short answer

"Intent data" covers three different signals, and which one you need depends on who you sell to. Research intent measures what a company reads across the web or on review sites (Bombora, G2, ZoomInfo, 6sense). Website visits tell you which companies came to your own site (Leadfeeder, Leadinfo). Company events such as vacancies, funding and leadership changes come from public sources (PredictLeads, Bizzy). For large accounts with many people researching, research intent is the richest signal. For European SMEs, it is usually the thinnest: a ten-person company reads too little to register, while its vacancy or its new director is public the day it happens. ZoomInfo describes its intent signal as measured on US devices, and Bombora runs its servers in the United States, which matters if your market is the Benelux.

Bizzy is our product, and it is in this list. It buys two of its signals from companies in this category: job postings from PredictLeads and website visitor identification from Snitcher. Every other figure comes from the vendors' own websites, checked on 23 September 2026, with sources linked. This is not legal advice.

How we compared them

Four questions, in the order a European buyer should ask them. Where does the signal come from? Does it identify companies or named people? Is the source measured in Europe, or mainly in the US? And what does it cost, as published?

The eight at a glance

Research intent: what companies read

1. Bombora. The best-known source of research intent. Bombora runs a co-op of publishers and B2B websites that carry its tag, measures which companies read about which of its 21,600-plus topics, and flags a "surge" when a company reads more than usual (Bombora Company Surge). It identifies companies, not people. You will usually meet it inside another product: its site says Company Surge data "is embedded in Cognism's Sales Companion" and names Apollo among its partners (Bombora and Cognism). Its privacy policy says its servers are operated in the United States and names legitimate interest and consent among its legal bases (Bombora privacy policy). No price is published.

2. G2 Buyer Intent. A narrower but very direct signal: G2 "shows you which companies are researching your category, your profile, and comparing you with your competitors" on G2 itself (G2 Buyer Intent). If your buyers compare software on G2, few signals are closer to a purchase. If your category barely exists on G2, there is little to measure. Buyer Intent is an add-on module to a G2 seller subscription, with no published price.

3. ZoomInfo. ZoomInfo publishes 4,500-plus intent topics (ZoomInfo data) and ties the signal to its contact database, so it can name people inside the accounts that surge. Its intent page describes the signal as sourced from "over 90% of accessible devices across the U.S." (ZoomInfo intent data), and its person-level website visitor identification is US-only, with "GDPR markets" out of scope. Price is quote-only; our Bizzy vs ZoomInfo comparison covers what third parties report.

4. 6sense. An account-based platform that combines first-party intent (visits, downloads, demo requests), third-party intent from publications and review sites, and keyword intent, and resolves it to the account and buying group (6sense buyer intent). Its pricing page names three bundles without prices (6sense pricing). Built for enterprise account-based marketing.

Website visits: who came to your site

5. Leadfeeder. Leadfeeder, which traded as Dealfront until it took its old name back in March 2026, identifies the companies visiting your website from a database of 60 million companies built on "national trade registers and chambers of commerce" (Leadfeeder). It is the only visitor tool here with a free tier: Lite shows the last 100 companies a month with seven days of history. Discover starts at EUR 79 a month and Activate at EUR 369 on annual billing, with a 14-day trial and no credit card (Leadfeeder pricing).

6. Leadinfo. A Dutch visitor tool, headquartered in Capelle aan den IJssel. It prices on companies identified per month, from EUR 69 a month on annual billing for the smallest bracket, with a 14-day trial without payment details (Leadinfo pricing). Its privacy policy says it builds company profiles on the basis of legitimate interest (Leadinfo privacy policy). Both visitor tools, and three others, are compared in detail in website visitor identification tools for the Benelux.

Company events: what companies do in public

7. PredictLeads. A data supplier rather than an app. It crawls company websites, career pages, news outlets and filings itself, "no third-party data brokers", and sells job postings, news in 37 event types and technographics over an API, files, webhooks and an MCP server (PredictLeads). Pricing is published per API credit: 100 free, then from US$0.04 a credit, falling with volume, and unused credits expire each billing period (PredictLeads pricing). The right choice if you have engineers and want to build your own signal pipeline; Bizzy uses it for job postings.

8. Bizzy. Bizzy tracks seven signal types, including hiring surges, funding rounds, leadership changes and website visits, and lets you set alerts on them (Bizzy Signals). The difference is the universe the signals run over: Belgian company data from the official registers and other European countries through Creditsafe data, with vacancies from PredictLeads and, in Belgium, from VDAB (Bizzy). Its lead generation agent turns those signals into a prioritised list every week. Where it stops: it does not sell third-party research intent, and it publishes no prices beyond a free start (Bizzy pricing).

Why this matters more in Europe

Research intent works by counting reading. A company with thousands of employees generates enough of it to surge on a topic; a ten-person Flemish installer rarely does. In Europe that is most of the market: 99% of the EU's 33.1 million enterprises are micro or small businesses (Eurostat).

Company events do not have that problem. A vacancy, a new director or a change of address is public whatever the size of the company, and in Belgium much of it appears in official sources such as the Belgian Official Gazette. How to use hiring as a trigger is in finding Belgian companies that are hiring.

The second European question is who is identified. Company-level signals tell you that an organisation is active. Person-level signals name the individual, which ZoomInfo itself does not offer for website visitors in GDPR markets. Whatever you buy, you are the controller for the outreach that follows; our overview of cold outreach rules in Europe sets out what each country allows.

Verdict per use case

Enterprise accounts, category researched on the web: Bombora, through a partner you already use, or 6sense if you run account-based marketing at scale.

Your buyers compare software on G2: G2 Buyer Intent. Few signals are closer to a purchase.

Your website is your main channel: Leadinfo in the Benelux, Leadfeeder for the free tier and DACH.

You want raw event data for your own models: PredictLeads.

European SMEs, Benelux first: Bizzy, for hiring, leadership and funding signals over the full Belgian register, and Creditsafe data elsewhere, rather than over the companies that happen to read online.

What to check before you sign

• Where the signal is measured. Ask for coverage in your own countries, not a global total.

• Whether it names companies or people, and on what legal basis.

• Whether it reaches your segment. Run twenty of your own customers through a trial and count how many ever show a signal.

• How it is delivered. Several of these are sold inside other products; you may already be paying for one.

Read next: Data enrichment tools for European CRMs

Read next: AI SDR tools for European B2B teams

Frequently asked questions

What is intent data? A signal that a company is researching or preparing a purchase. It comes in three main forms: what a company reads across the web or on review sites, which companies visit your website, and public company events such as vacancies, funding and leadership changes.

Is intent data GDPR compliant? Company-level signals identify organisations rather than people, so they carry less GDPR risk than person-level signals, though the company data of a sole trader can still be personal data. Person-level signals are a different matter, and ZoomInfo restricts its person-level visitor identification to the United States. Your outreach remains your responsibility as controller.

Does Bombora work for European companies? Bombora publishes no European coverage figure on its product page, and its privacy policy says its servers are in the United States. It measures reading volume, so it says most about large organisations; test it on your own accounts through a partner trial.

What is the cheapest intent signal to start with? Your own website: Leadfeeder has a free tier, and Leadinfo starts at EUR 69 a month. For company events, PredictLeads starts with 100 free API credits.

Which intent signal works best for SMEs? Company events, in most cases. A small company rarely reads enough to register a research surge, but its vacancies and management changes are public, whatever its size.