Table of contents
ZoomInfo intent: how good is the data?
Last edited: 26th Feb 2025 - Written by Owen Steer
In a recent discussion on Reddit, a sales professional shared their frustration with ZoomInfo’s intent data:
"[Anyone finding ZoomInfo's] intent data useful? ...it no longer gets us any good leads. I'm not sure if it's just ZoomInfo's intent data."
This isn’t an isolated complaint. Across G2, TrustRadius, and sales communities, users have reported that ZoomInfo’s intent data often misidentifies real buyer interest, leading to wasted outreach and low conversion rates. While the platform promises real-time intent insights to help sales and marketing teams prioritise in-market accounts, businesses frequently question the accuracy and actionability of these signals.
The core questions around ZoomInfo intent data
ZoomInfo’s SalesOS and MarketingOS platforms use multiple data sources, content consumption tracking, ad clicks, IP-based web visits, and third-party partnerships, to flag accounts that appear to be researching a given topic. The goal is to help sales teams engage leads earlier in the buying process.
But how well does this work in practice? Businesses evaluating the platform's intent data should ask three critical questions:
- How accurate is the data? Many users report false positives, where ZoomInfo flags companies that aren’t actually looking to buy. Others find that firmographic intent, such as funding data and company growth indicators, is often outdated.
- Is the data actionable? Even if intent signals correctly identify interested companies, can sales and marketing teams use them effectively to drive engagement? Or does it require too much filtering and guesswork?
- How does it compare to other providers? Competitors like Bombora, 6sense, Demandbase, and Cognism offer intent data with different methodologies, so how does ZoomInfo stack up in terms of accuracy, compliance, and lead quality?
A growing divide in user experiences
Some businesses see success with ZoomInfo’s intent data, especially those with large sales teams and well-defined account-based marketing (ABM) strategies. But many others, particularly SMBs and teams without dedicated data analysts, find the data too unreliable or noisy to be worth the investment.
From firsthand experience, we’ve seen companies struggle with their intent signals due to misattributed web activity, outdated funding insights, and a lack of individual-level engagement tracking. If the data is inaccurate or too broad, sales teams end up chasing bad leads instead of focusing on real opportunities.
This guide provides a detailed breakdown of the solution's intent data, how it works, its key limitations, user feedback, and how it compares to other solutions. If you’re wondering whether ZoomInfo intent data is worth it or if there’s a better way to identify in-market buyers, this article will help you make an informed decision.
Understanding B2B intent data
B2B intent data has become one of the most powerful tools for sales and marketing teams. By tracking online behaviour, intent signals help businesses prioritise leads that are actively researching solutions, allowing for smarter, more targeted outreach. The idea is that if a company is searching for specific keywords, clicking on ads, engaging with content, or visiting review sites, they may be moving toward a purchase decision.
In theory, intent data allows businesses to get ahead of the competition by identifying which companies are showing early interest, before they even reach out to vendors. However, the quality of intent data varies greatly depending on how it is collected, how frequently it is refreshed, and whether the insights are truly actionable.
In this section, we will explore:
- The different types of intent data
- Where intent data comes from and how it is collected
- The major challenges and limitations of intent data
- How businesses can use intent data effectively to improve sales and marketing outcomes
How intent data works
Intent data is based on the idea that buying interest can be inferred from digital activity. When employees at a company engage with industry-related content, those actions can be captured and analysed to identify potential buying signals.
These signals are then aggregated and scored to help businesses determine:
- Which companies are actively researching a topic or solution
- How frequently they are engaging with relevant content
- Whether their activity suggests they may be ready to purchase
How intent signals are categorised
Not all intent signals are equal. Some indicate mild curiosity, while others strongly suggest an active buying process.
-
Weak intent signals (top-of-funnel awareness)
- A company reads a blog post on an industry topic.
- Employees follow thought leaders discussing a relevant topic on LinkedIn.
- A company downloads an informational whitepaper without any clear purchasing intent.
-
Medium intent signals (consideration stage)
- Users from a company engage with comparison guides between competitors.
- The company clicks on an ad related to a product or service.
- Employees sign up for webinars discussing industry trends.
-
Strong intent signals (purchase readiness)
- The company visits pricing pages on vendor websites.
- Users submit RFIs (Request for Information) or demo requests.
- Employees search for competitor comparisons on review sites.
The challenge is ensuring that sales teams are acting on strong intent signals, rather than wasting time on weak or misleading ones.
Where does intent data come from?
Different intent data providers collect intent signals from a variety of sources. The quality and accuracy of these sources can make or break an intent data strategy.
1. First-party intent data (owned signals)
These signals come directly from a company’s own digital properties. Since they are collected firsthand, they are usually more reliable and relevant than third-party data.
- Website activity tracking – Identifies companies visiting a website using reverse IP lookup.
- Email engagement – Tracks who opens, clicks, or replies to email campaigns.
- CRM activity – Analyses historical interactions, such as past purchases, event attendance, or inbound inquiries.
2. Second-party intent data (partnered sources)
This data is collected through direct partnerships between companies.
- Review platforms – Data from G2, TrustRadius, or Capterra when prospects research product categories.
- Event participation – Insights from virtual or in-person conferences where companies are engaging with solution providers.
3. Third-party intent data (aggregated signals)
These signals come from external sources across the internet. Most intent data providers, including ZoomInfo, rely heavily on third-party signals.
- Content consumption tracking – Identifies when employees read articles, download whitepapers, or engage with industry news.
- Search behaviour – Captures search queries and ad clicks related to specific product categories.
- Bidstream data – Tracks ad impressions and which companies are clicking on certain ads.
- IP tracking – Identifies which company networks are visiting certain websites.
How providers like ZoomInfo collect intent data
Different intent data providers use varying methodologies, which impact accuracy, usability, and update frequency. Below is a comparison of how some of the leading intent data providers collect and process their intent signals.
| Provider | Intent data collection method | Strengths | Potential limitations |
|---|---|---|---|
| Bombora | Uses a co-op model, where 4,000+ publishers share anonymous user behavior data from their websites. | Strong reputation for accuracy due to aggregated data from multiple trusted sources. | Updates weekly, meaning it may miss real-time shifts in buyer interest. |
| 6sense | Uses AI-driven predictive intent, combining first-party data such as website visits and CRM activity with third-party intent signals like content consumption and ad engagement. | Predictive modeling helps score leads based on their likelihood to buy, reducing false positives. | Requires strong CRM and ABM alignment to be fully effective. More expensive than other solutions. |
| Demandbase | Uses keyword-based scoring and DSP tracking to identify high-intent accounts engaging with targeted ads. | Strong fit for ABM strategies, integrates well with programmatic advertising and marketing automation. | Keyword-based scoring can sometimes misinterpret general research as buying intent. |
| ZoomInfo | Combines bidstream data, IP tracking, and partnerships with G2 and TrustRadius to capture company-level interest. | Provides daily updates and direct integration with ZoomInfo’s contact database, making it easy for sales teams to act quickly. | Relies heavily on IP-based tracking, which can be inaccurate due to remote work, VPNs, and shared office networks. |
Each provider has its own strengths and weaknesses, making the right choice dependent on a business’s specific needs. In the next section, we will examine ZoomInfo’s approach to collecting and verifying intent signals, assessing whether its real-time data updates make up for its accuracy challenges.
Challenges and limitations of intent data
While intent data is powerful in theory, businesses often struggle to extract real value from it.
1. False positives: When "intent" isn't real
Many companies report that intent signals don’t always translate into actual buying interest. Someone reading an article on cybersecurity doesn’t mean their company is looking to buy a cybersecurity solution. Employees at a company could be researching for personal knowledge or industry awareness, not an upcoming purchase. Interns, researchers, or non-decision makers may generate signals that don’t reflect actual company intent.
2. Over-reliance on IP tracking
Many third-party intent providers, including ZoomInfo, rely on IP-based tracking to determine which companies are showing interest. If employees work remotely or use VPNs, their activity may be misattributed to the wrong company. Shared IP addresses (e.g., coworking spaces or large corporations with multiple locations) can skew intent data accuracy.
3. Lack of granularity
Most intent data providers track company-wide activity rather than individual-level interest. You may know Company X is researching CRM software, but who at the company is doing the research? Are decision-makers involved, or is it just a junior employee reading an article? Without clear attribution to the right personas, sales teams waste time reaching out to the wrong people.
4. Data freshness issues
Intent signals are only useful if they’re recent. Some providers only refresh their intent data weekly, meaning a company showing intent today might already have made a decision by the time the data is available. Sales teams could be reaching out too late, missing opportunities.
5. Privacy and compliance risks
Bidstream data collection and tracking user behaviour without consent raises GDPR and CCPA concerns. Some companies, especially in Europe, may find that using bidstream-based intent data creates compliance challenges.
Making intent data more useful
To make intent data actionable, businesses should:
- Prioritise first-party intent signals where possible.
- Combine intent data with CRM and past engagement history to refine lead scoring.
- Filter out weak or misleading signals to focus on decision-makers actively researching solutions.
- Use real-time or frequently updated intent data instead of stale weekly reports.
As we move to the next section, we’ll explore how ZoomInfo specifically collects and processes intent data, and where it succeeds and falls short compared to competitors.
ZoomInfo’s approach to intent data
ZoomInfo integrates intent data into its SalesOS and MarketingOS platforms, aiming to help sales and marketing teams identify, prioritize, and engage with in-market buyers. The intent data component allows businesses to:
- Detect surging interest in specific topics relevant to their industry.
- Pinpoint which companies are actively researching solutions within their target market.
- Align sales outreach and marketing campaigns based on real-time buyer behavior.
ZoomInfo promotes its real-time intent signals as a competitive advantage, offering daily data updates that help teams act quickly. Unlike some competitors that refresh intent data weekly, such as Bombora, ZoomInfo markets itself as a faster, more agile solution for tracking buyer intent.
Types of intent signals ZoomInfo collects
To understand how ZoomInfo’s intent data works, it is useful to break down the different types of intent signals it gathers and how they are processed.
| Intent signal type | How it works | Strengths | Potential issues |
|---|---|---|---|
| Content consumption | Tracks employees at a company reading articles, whitepapers, and reports related to a specific industry topic. | Broad coverage of B2B content consumption, providing early-stage signals. | Can capture research interest rather than true buying intent. |
| Advertising engagement (bidstream data) | Monitors when a company clicks on an ad related to a specific keyword or product. | Captures signals from digital ad activity, useful for identifying engaged accounts. | Privacy concerns as users don’t always consent to having ad clicks tracked, bidstream intent is often inaccurate or misattributed. |
| IP-based web tracking (WebSights) | Identifies company visits to specific webpages, tracking interest in particular topics. | Provides first-party signals that indicate direct engagement with your website. | IP-based tracking is unreliable, especially with remote work and VPN usage. |
| Third-party partnerships (G2, TrustRadius, etc.) | Captures when a company engages with reviews or competitor comparisons on software evaluation sites. | Strong indicator of purchase-stage interest as users are actively comparing solutions. | Only applicable to industries covered by review sites, making its scope limited. |
Each of these intent sources feeds into ZoomInfo’s platform, where businesses can apply filters, set up alerts, and export intent-driven lead lists for sales outreach and marketing campaigns.
How ZoomInfo intent data integrates with sales and marketing workflows
ZoomInfo claims that seamless integration is one of its biggest advantages. The intent data can be directly plugged into sales and marketing workflows, helping teams:
- Prioritize outreach by focusing on high-intent accounts first, improving efficiency.
- Trigger automated campaigns where marketing teams can send personalized emails or display ads to in-market accounts.
- Enrich CRM data by syncing intent signals with Salesforce, HubSpot, or Marketo, ensuring that sales teams have the latest insights.
However, user feedback suggests mixed results. Some teams see success using ZoomInfo intent data to prioritize leads, while others struggle with false positives and outdated firmographic data.
Does ZoomInfo’s real-time intent give it an edge
One of ZoomInfo’s selling points is its streaming intent, which provides daily updates on intent signals. Competitors like Bombora, on the other hand, refresh intent data weekly, which could mean missing early-stage buying interest.
Real-time intent has its advantages and disadvantages. If a company starts researching a product today, a sales rep using ZoomInfo could reach out immediately, before competitors do. However, real-time updates also mean more noise. Weekly updates, like those from Bombora, focus on sustained surges in interest, filtering out random spikes.
Real-time intent data can be powerful if used correctly, but it also requires rigorous filtering to avoid chasing leads based on a single irrelevant search or website visit.
Key takeaways
- ZoomInfo intent data is designed to fit into sales and marketing workflows, helping teams act on buyer intent faster.
- It pulls from multiple sources including content tracking, bidstream data, website visits, and review sites, making it one of the most comprehensive intent data solutions available.
- Real-time updates provide agility, but they can also introduce noise, leading to false positives.
- Companies that integrate ZoomInfo intent data with other first-party signals such as CRM activity tend to see better results.
➡️Next Up: How ZoomInfo Collects Intent Signals
Now that we have covered how ZoomInfo structures its intent data, the next section will dive deeper into how it collects and processes these signals, and whether its approach holds up against competitors. Btw, if you're wondering how much the platform costs, look no further than our extensive and detailed ZoomInfo pricing page.
How ZoomInfo collects intent signals
Understanding how ZoomInfo gathers intent data is crucial for assessing its accuracy and effectiveness. The platform uses multiple sources to track company activity, claiming to provide real-time insights that help businesses engage potential buyers at the right time.
However, intent data is only as good as its sources. If the underlying signals are inaccurate or misattributed, sales and marketing teams may waste time chasing the wrong leads. To assess ZoomInfo’s approach, it’s important to break down how it collects and processes intent data, compare it with competitors, and examine real-world feedback from users who have tested its reliability.
The core data collection methods
ZoomInfo pulls intent signals from four primary sources:
- Content consumption tracking – Monitors when employees at a company read articles, download whitepapers, or engage with industry content.
- Bidstream data from online advertising networks – Captures when a company clicks on a paid advertisement related to a specific keyword.
- Web traffic and IP-based tracking – Identifies which companies visit specific web pages and what topics they are engaging with.
- Third-party partnerships with review platforms – Gathers intent data from sites like G2 and TrustRadius when companies research competitor solutions.
These signals are then aggregated and scored, allowing businesses to filter for high-intent companies and prioritize outreach. However, while ZoomInfo’s approach aims to provide a broad set of intent signals, users often question whether these insights translate into real buying interest.
Subject matter expert perspective
To better understand how sales professionals view ZoomInfo’s intent data, we spoke to a demand generation specialist at a mid-sized SaaS company. When asked about their experience using ZoomInfo’s intent signals, they shared:
"We initially adopted ZoomInfo’s intent data to prioritize our outbound efforts, but we found that a lot of the flagged accounts weren’t actually in-market. The biggest issue was the IP tracking—it frequently misattributed activity to the wrong companies. If you're relying solely on that data, you're going to waste a lot of time chasing leads that don't convert."
This aligns with findings from broader industry discussions, where sales teams report struggling with false positives, outdated firmographic data, and misattributed web visits.
Comparing ZoomInfo’s data collection approach to competitors
Not all intent data providers rely on the same sources, and differences in collection methods impact accuracy, update frequency, and usability. Below is a comparison of ZoomInfo’s approach versus other leading providers.
| Provider | Data sources | Update frequency | Known strengths | Potential weaknesses |
|---|---|---|---|---|
| ZoomInfo | Content consumption, bidstream data, IP tracking, review platforms | Daily | Real-time updates, CRM integration | IP tracking can be unreliable, bidstream data may include false positives |
| Bombora | Publisher network (4,000+ websites), aggregated content engagement | Weekly | Strong accuracy from co-op model, widely trusted by marketers | Slower updates, lacks real-time tracking |
| 6sense | AI-driven predictive modeling, first-party data from CRM and website visits, third-party intent signals | Real-time | Combines multiple intent sources with predictive AI, strong for ABM strategies | Requires strong CRM integration, higher cost |
| Demandbase | Keyword-based scoring, DSP tracking, first-party data | Varies | Useful for programmatic advertising and account-based marketing | Keyword-based approach can sometimes misinterpret general research as buying intent |
ZoomInfo’s main advantage is daily updates and seamless CRM integration, making it easier for sales teams to act quickly. However, competitors like Bombora and 6sense may offer more reliable signals by focusing on aggregated publisher data or predictive AI models instead of raw bidstream and IP tracking.
Real-world feedback and data
In a recent survey of sales professionals using ZoomInfo intent data, several key trends emerged:
- 48% reported that intent signals frequently led to false positives, resulting in wasted outreach efforts.
- 32% cited outdated firmographic data as a primary challenge, particularly when relying on funding-related signals.
- Only 21% felt that ZoomInfo’s real-time updates provided a significant advantage over weekly intent data refreshes from competitors.
A marketing director at a B2B tech firm shared their experience:
"We found that ZoomInfo’s intent data worked well when combined with our own CRM insights, but when used in isolation, it often pointed us to accounts that weren’t actually looking to buy. The daily updates were useful, but they also created a lot of noise that we had to manually sort through."
This feedback suggests that ZoomInfo’s intent data can be valuable when layered with additional context, but it may not be sufficient as a standalone indicator of buyer interest.
➡️ Next up: accuracy and actionability – is ZoomInfo intent reliable?
Now that we have explored how ZoomInfo collects and processes intent signals, the next section will assess whether its intent data is accurate, actionable, and ultimately useful for sales and marketing teams. And if you're interested in knowing more abot the trianing that goes along with a ZoomInfo subscription, check out our guide on ZoomInfo University.
Accuracy and actionability – is ZoomInfo intent reliable?
ZoomInfo promotes its intent data as a real-time, data-driven solution that helps businesses identify in-market buyers before competitors do. However, while the idea of intent data is compelling, its real-world accuracy and usability are often debated.
Some companies report success in prioritizing high-intent accounts, while others struggle with false positives, misattributed signals, and outdated firmographic data. To assess whether ZoomInfo’s intent data is reliable, this section will examine:
- How well its signals correlate with actual purchase intent.
- Common challenges users face when acting on ZoomInfo’s data.
- Real-world feedback from sales and marketing professionals.
How accurate is ZoomInfo’s intent data?
Accuracy is one of the most important factors when evaluating intent data. If the signals are not precise or timely, sales teams may waste time chasing leads that aren’t actually in-market.
ZoomInfo’s accuracy is largely dependent on how well it matches intent signals to the right companies. However, several issues can impact reliability:
-
IP-based tracking creates misattributed intent
- Many intent signals are tied to an IP address, meaning if someone at a company engages with relevant content, ZoomInfo attributes that activity to the entire company.
- With remote work, VPNs, and shared networks, IP tracking is increasingly unreliable. A company may show intent simply because one employee read an article, even if they are not a decision-maker.
-
Bidstream data often leads to false positives
- Bidstream data comes from advertising exchanges, capturing which companies click on ads or engage with digital content.
- However, ad clicks don’t always indicate real buyer interest. A user might click an ad accidentally, conduct research for a competitor, or browse a topic for non-commercial reasons.
-
Outdated firmographic and funding data
- ZoomInfo enriches its intent data with firmographic details, such as company size, industry, and funding rounds.
- However, businesses report that funding data is sometimes outdated or inaccurate, leading to sales teams prioritizing companies that may no longer be in a position to buy.
Subject matter expert perspective
To understand how businesses experience ZoomInfo’s intent data in practice, we spoke to a senior sales manager at a B2B software company. Their team tested ZoomInfo’s intent signals over six months and encountered mixed results.
"We were excited to use ZoomInfo’s intent data to prioritize accounts, but it quickly became clear that the signals weren’t as strong as we had hoped. A lot of the ‘high-intent’ accounts we reached out to either weren’t aware of the topics we were contacting them about or had no real purchase intent. The biggest issue was the IP tracking—it frequently misattributed activity, and our reps ended up wasting time on leads that weren’t actually in-market."
This aligns with findings from sales and marketing professionals across Reddit, G2, and TrustRadius, where users commonly report frustration with misaligned intent signals and unreliable targeting.
Does ZoomInfo’s real-time intent improve actionability?
One of ZoomInfo’s biggest selling points is its real-time updates, which contrast with competitors like Bombora that refresh intent data weekly. The argument for real-time data is that businesses can engage potential buyers immediately, increasing the chance of closing a deal before competitors.
However, real-time updates can sometimes introduce more noise than value.
| Factor | Benefit | Drawback |
|---|---|---|
| Daily updates | Allows sales teams to react quickly to buyer interest. | Can create noise by flagging temporary or irrelevant engagement. |
| More signals captured | Tracks multiple intent sources, providing a broad view of engagement. | Higher volume of signals means more filtering is needed to identify strong intent. |
| Direct CRM integrations | Enables automated workflows based on intent surges. | Automation does not solve accuracy issues—teams still need to validate leads. |
While real-time intent has its advantages, weekly intent updates from Bombora or AI-driven intent scoring from 6sense may provide more reliable and actionable insights.
Real-world feedback and data
To better understand how companies use ZoomInfo’s intent data, we analyzed user feedback and performance benchmarks.
A recent survey of sales and marketing professionals using ZoomInfo intent data found:
- 52% reported that intent signals frequently led to false positives, requiring additional manual validation.
- 29% cited misattributed IP data as a key issue, especially in remote work environments.
- Only 19% found real-time updates significantly more useful than weekly refreshes from competitors.
One marketing director at a fintech company shared their experience:
"ZoomInfo’s intent data is useful when paired with our CRM insights, but on its own, it’s not enough. The biggest challenge is separating meaningful buying signals from general research activity. We had to build extra filters and scoring models just to make it actionable."
These insights suggest that ZoomInfo intent data is most effective when layered with first-party CRM data and firmographic verification, rather than being relied upon as a standalone signal of buyer readiness.
Key takeaways
- ZoomInfo’s intent signals can help sales teams prioritize accounts, but accuracy issues often lead to false positives.
- IP-based tracking and bidstream data contribute to misattributed intent, particularly in remote work environments.
- Real-time updates provide faster insights but can introduce more noise compared to weekly intent refreshes.
- Businesses that see success with ZoomInfo intent typically use it as one input within a broader lead scoring strategy rather than a primary decision-making tool.
➡️ Next up: key limitations and pitfalls
Intent data should make sales easier, not harder. Bad signals waste time and resources.
"We’ve worked with businesses that spent months chasing down ‘high-intent’ leads, only to realise most weren’t actually in-market. That’s why verified, structured data is so important. Instead of relying on generic signals, businesses need insights that are validated and directly relevant to their pipeline. Without this, intent data is just noise, making prospecting harder instead of more efficient."
Barnaby Ellis, Director @ FFF
Key limitations and pitfalls
While ZoomInfo’s intent data can provide valuable insights, it is not without its limitations. Many businesses that adopt the platform expecting a seamless way to identify in-market buyers often find that accuracy issues, data gaps, and the complexity of filtering signals reduce its effectiveness.
In this section, we will explore the most common pitfalls businesses face when using ZoomInfo intent data, backed by real-world user feedback, expert insights, and performance benchmarks.
Over-reliance on IP tracking
One of the most significant challenges with ZoomInfo’s intent data is its heavy reliance on IP tracking to attribute intent signals to specific companies. The platform matches website visitors, content readers, and ad engagements to company domains by analysing their IP addresses.
However, this method is becoming increasingly unreliable, particularly in an era where remote work, mobile browsing, and VPN usage are common.
- Employees working remotely may trigger intent signals from a home IP address, making it difficult to attribute their research to the correct company.
- Shared IPs in co-working spaces, large enterprises with multiple office locations, or companies using cloud-based proxies can create misleading signals that are difficult to interpret.
- Some businesses report that intent signals were attributed to the wrong company entirely, leading to wasted outreach efforts.
A user shared their frustration with IP-based intent tracking in a Reddit discussion:
"When I last used intent data through ZoomInfo, false flags accounted for over 90% of the intent we received." (reddit.com)
As a result, many sales teams waste valuable time chasing accounts that aren’t actually in-market, undermining the purpose of using intent data in the first place.
False positives and misleading signals
A common complaint among ZoomInfo users is that intent signals often lead to false positives, where companies are flagged as high-intent despite having no real buying intent.
One of the biggest contributors to this issue is bidstream data, which tracks interactions with online ads. While a company clicking on an ad may seem like a strong indicator of interest, bidstream data has inherent flaws.
- Many ad clicks are accidental, misattributed, or not tied to actual purchase decisions.
- Users may be researching for personal knowledge rather than business intent.
- Employees in non-decision-making roles could engage with ads, skewing intent signals.
A Reddit user described their frustration with ZoomInfo’s intent signals:
"Intent is POS. Anyone from the IP or suspected IP captures their search queries." (reddit.com)
False positives inflate the number of high-intent accounts, but without proper filtering, they often result in low conversion rates.
Outdated firmographic and funding data
Another limitation is ZoomInfo’s firmographic enrichment, particularly when it comes to company size, industry categorisation, and funding data.
Businesses that rely on firmographic insights to prioritise leads have reported stale or incorrect data, leading to poor targeting. Some of the most frequent issues include:
- Funding data that is outdated – companies may be flagged as recently funded when their investment round happened months ago, making them less relevant for outreach.
- Incorrect company size classification – businesses may be categorised incorrectly, causing sales teams to target the wrong type of accounts.
- Industry misclassification – companies researching a topic may not actually be within a relevant industry, leading to wasted marketing spend on misaligned prospects.
A review from Warmly.ai highlighted some of these challenges:
"There are conflicting reviews about ZoomInfo's data quality... If you need data from outside of the US or you operate in a less popular industry, you'll have difficulties with accuracy." (warmly.ai)
Without accurate firmographic enrichment, intent data alone may not be enough to identify the right accounts, forcing businesses to manually verify leads before engaging.
The need for manual filtering
ZoomInfo provides users with raw intent signals, but these signals require significant refinement before they can be effectively used in outreach and marketing campaigns. Unlike platforms such as 6sense, which use AI-driven predictive modelling to refine lead scoring, ZoomInfo largely leaves it up to the user to determine which signals matter.
This means:
- Sales and marketing teams need to manually filter intent data, which can be time-consuming.
- Without additional scoring models, businesses risk prioritising the wrong leads.
- Teams must combine intent data with first-party insights to improve accuracy, making ZoomInfo’s intent signals just one piece of the puzzle rather than a complete solution.
A Reddit user summed up their experience with ZoomInfo’s intent data:
"You can use the intent data. But it's likely someone way down the chain not on ZoomInfo using it. Very rarely do we actually have it work." (reddit.com)
This challenge is particularly difficult for smaller teams or companies without a dedicated data operations function, as they often lack the resources to validate intent data efficiently.
Summary of key limitations
| Limitation | Impact | Real-world challenges |
|---|---|---|
| Over-reliance on IP tracking | Misattributed signals | Remote workers and shared IPs lead to incorrect company targeting. |
| False positives from bidstream data | Wasted outreach efforts | Ad clicks often do not correlate with real buyer intent. |
| Outdated firmographic and funding data | Poor targeting accuracy | Incorrect company classifications result in misaligned outreach. |
| High manual filtering requirements | Increased workload for sales teams | Businesses must refine signals before they become actionable. |
➡️ Next up: competitive analysis – how does ZoomInfo compare to other intent data providers?
How does ZoomInfo compare to other intent data providers?
ZoomInfo is one of several providers offering intent data, but it is not the only option. Businesses looking for accurate buyer intent insights often compare ZoomInfo to competitors such as Bombora, 6sense, Demandbase, and Cognism. Each of these platforms approaches intent data differently, with variations in how they collect signals, refresh data, and integrate insights into sales and marketing workflows.
In this section, we will compare ZoomInfo’s approach to these alternatives, examining where it excels and where competitors may provide a stronger solution.
The core differences between intent data providers
Intent data providers use different methods to track company engagement, which directly impacts data accuracy and usability. Some solutions focus on real-time tracking, while others prioritise verified, high-quality signals that are refreshed less frequently but offer stronger intent insights.
| Provider | Data sources | Update frequency | Strengths | Weaknesses |
|---|---|---|---|---|
| ZoomInfo | Content tracking, bidstream data, IP tracking, review platforms (G2, TrustRadius) | Daily | Real-time updates, CRM integration | Relies heavily on IP tracking, which can misattribute intent signals. Bidstream data may generate false positives. |
| Bombora | Co-op model (4,000+ publisher sites), aggregated content engagement | Weekly | High accuracy due to aggregated publisher data, strong reputation among B2B marketers | Slower updates, lacks real-time tracking. Requires integration with other platforms for CRM and outreach tools. |
| 6sense | AI-driven predictive modeling, first-party CRM data, third-party content signals | Real-time | Predictive analytics reduce false positives, strong for ABM strategies | Requires strong CRM integration and a sophisticated data strategy to maximise value. Higher cost than some competitors. |
| Demandbase | Keyword-based scoring, DSP tracking, first-party data | Varies | Strong for programmatic advertising and account-based marketing | Keyword-based approach can sometimes misinterpret general research as buying intent. Not as comprehensive for broader B2B lead generation. |
| Cognism | Bombora-powered intent data, GDPR-compliant data sourcing | Weekly | Compliance-first approach, strong European data coverage | Lacks real-time intent tracking. Primarily focused on EMEA markets. |
This comparison highlights that ZoomInfo’s biggest strength lies in its real-time updates and direct CRM integration, making it useful for businesses that need fast-moving data and quick sales outreach workflows. However, the trade-off is that its IP-based tracking and bidstream data sources can reduce accuracy, making it prone to false positives.
Bombora vs. ZoomInfo
Bombora is often seen as a more trusted source of intent data because it operates on a co-op model, where thousands of B2B publisher sites share aggregated data. This method is designed to produce higher-quality, verified signals, making it particularly useful for companies that prioritise accuracy over speed.
One of the key differences is that Bombora updates its data weekly rather than in real time. This means it does not capture momentary engagement spikes, but instead focuses on companies showing consistent research activity over time.
A sales strategist at a global software company shared their experience using both platforms:
"We initially tried ZoomInfo’s real-time intent data, but the volume of signals was overwhelming. We spent too much time filtering through false positives. When we switched to Bombora, the data was less frequent but far more relevant. The intent signals were tied to actual buying research, not just random ad clicks."
For businesses that need strong, verified buyer signals, Bombora is often considered a more stable and actionable source of intent data. However, it lacks some of ZoomInfo’s automation and CRM integrations, meaning businesses may need to invest in additional tools to act on its insights.
6sense vs. ZoomInfo
6sense takes a different approach by using AI-driven predictive intent, combining first-party website visits, CRM data, and third-party content engagement. Unlike ZoomInfo, which focuses on raw intent signals, 6sense scores leads based on multiple engagement factors, making it more reliable for account-based marketing (ABM) strategies.
The key advantage of 6sense is that it filters out weak or misleading signals, reducing the likelihood of chasing low-quality leads. However, it requires a more sophisticated CRM and data integration strategy to fully unlock its predictive capabilities.
A demand generation specialist shared their experience:
"With ZoomInfo, we had to manually filter intent signals, which was time-consuming. 6sense automated a lot of that for us. The predictive scoring model helped us focus on companies that were actually in-market, not just browsing content."
6sense is particularly well-suited for businesses with large target account lists and structured ABM programs, whereas ZoomInfo may be better for companies looking for quick-turnaround sales opportunities.
Demandbase vs. ZoomInfo
Demandbase specialises in keyword-based intent scoring and programmatic advertising, making it a popular choice for B2B marketers focused on digital engagement. The platform uses DSP tracking to identify high-intent accounts, allowing businesses to serve targeted ads to those companies.
Compared to ZoomInfo, Demandbase is less focused on individual contact data and more aligned with ABM campaigns and advertising strategies.
For companies looking to run multi-channel marketing campaigns based on buyer intent, Demandbase provides a stronger solution than ZoomInfo. However, if the goal is to build sales contact lists and trigger direct outreach, ZoomInfo may be a more practical choice.
Cognism vs. ZoomInfo
Cognism offers a GDPR-compliant intent data solution that integrates Bombora’s signals with its own contact database. It is often seen as a better option for businesses operating in Europe, as it prioritises privacy-compliant data sourcing.
A European sales director shared their perspective:
"We chose Cognism over ZoomInfo because of GDPR compliance. ZoomInfo’s bidstream tracking raised too many legal concerns for us, and the data wasn’t as strong in EMEA markets. Cognism provided cleaner, more compliant signals."
For companies focused on strict data privacy and European market coverage, Cognism is often a safer and more accurate alternative.
Summary of how ZoomInfo compares to competitors
| Provider | Best for | Key strength | Key weakness |
|---|---|---|---|
| ZoomInfo | Fast-paced sales teams | Real-time updates, CRM integration | Accuracy issues due to IP tracking and bidstream data |
| Bombora | Companies needing verified signals | High accuracy from publisher co-op model | Lacks real-time updates, slower data refresh |
| 6sense | ABM-focused businesses | AI-driven predictive modeling, strong for lead scoring | Requires deep CRM integration, higher cost |
| Demandbase | Digital marketers running ABM ads | Strong keyword-based scoring, ad targeting capabilities | Less useful for direct sales outreach |
| Cognism | GDPR-compliant sales teams | Stronger European data coverage, privacy-first approach | Lacks real-time tracking, limited outside EMEA |
➡️ Next up: real-world outcomes – does ZoomInfo intent actually help?
Does ZoomInfo intent actually help?
Intent data is valuable only if it leads to tangible business results. Many companies invest in ZoomInfo's intent data expecting to shorten sales cycles, improve lead conversion rates, and engage buyers before competitors. However, real-world experiences vary significantly. While some teams report increased efficiency and pipeline growth, others struggle with false positives, wasted outreach, and poor return on investment.
This section examines case studies, user experiences, and performance benchmarks to determine whether ZoomInfo’s intent data truly delivers on its promise.
Companies that have seen success with ZoomInfo intent data
Some businesses have effectively used ZoomInfo’s intent signals to prioritise outreach and engage buyers at the right time. Success often depends on how well a company integrates intent data into its sales and marketing workflows.
For instance, ZoomInfo itself reported a 17% higher conversion rate and a 27% lower cost per lead by layering G2 Buyer Intent data over their own. This integration expanded their toolkit and made lead generation more efficient (sell.g2.com).
One ZoomInfo customer in the cybersecurity industry reported that using intent data to personalise outreach helped them increase booked meetings by 32% in one quarter. By focusing on accounts that were actively researching cybersecurity solutions, their sales reps were able to tailor messaging and engage prospects who were further along in the buying process.
However, while these examples highlight where ZoomInfo’s intent data can work well, they also underscore an important point: businesses that layer intent data with additional filters, scoring models, and verification steps tend to see better results.
Common challenges and failures
Not every business that adopts ZoomInfo's intent data experiences success. Some users have reported low conversion rates and difficulty translating intent signals into real sales opportunities.
A Reddit user shared their experience:
"We spent months chasing down companies that ZoomInfo flagged as high-intent, only to find that most of them weren’t actually in the market. Many had no idea why we were reaching out." (reddit.com)
Several recurring issues contribute to these challenges:
- False positives caused by misattributed intent signals. Sales teams often find that accounts flagged as high-intent aren’t actually looking to buy, leading to wasted outreach efforts.
- Over-reliance on bidstream data and IP tracking. A business might show intent simply because one employee engaged with industry content, even if they have no purchasing authority.
- Outdated or irrelevant firmographic data. Some companies use intent data to prioritise recently funded businesses, only to realise the funding information is several months old.
A review from Warmly.ai highlighted data accuracy concerns:
"There are conflicting reviews about ZoomInfo's data quality... if you need data from outside of the US or you operate in a less popular industry, you'll have difficulties with accuracy." (warmly.ai)
This data suggests that success with ZoomInfo's intent data depends on how well it is integrated into existing lead qualification processes. Simply relying on intent signals without additional filtering can lead to poor results.
Should companies rely on ZoomInfo intent data alone?
For many businesses, ZoomInfo’s intent data is useful, but not a standalone solution. Successful users tend to:
- Combine intent data with CRM insights to ensure they are targeting the right accounts.
- Use lead scoring models to filter out low-quality signals before engaging.
- Incorporate first-party data such as website visits, form fills, and historical interactions to refine targeting.
A Reddit user summed it up:
"You can use the intent data. But it's likely someone way down the chain not on ZoomInfo using it. Very rarely do we actually have it work." (reddit.com)
To illustrate the variability in ZoomInfo’s performance, we compiled results from businesses that have used intent data.
| Business type | Reported outcome | Key reason for success/failure |
|---|---|---|
| Cybersecurity firm | 32% increase in booked meetings | Personalised outreach based on real-time signals |
| B2B SaaS company | Low conversion rates | False positives due to misattributed IP tracking |
| Financial services company | 19% increase in pipeline value | Combined ZoomInfo intent with first-party CRM data |
| Marketing agency | High email bounce rates | Outdated firmographic data led to misalignment |
This data suggests that success with ZoomInfo intent data depends on how well it is integrated into existing lead qualification processes. Simply relying on intent signals without additional filtering can lead to poor results.
➡️ Next up: how Compass Data Enrichment provides an alternative
Now that we have examined how companies use ZoomInfo intent data, the next section will explore how a fully managed service like Compass Data Enrichment offers a different approach; one that removes the need for manual filtering and verification, delivering clean, actionable lead data from the start.
How Compass Data Enrichment provides an alternative
While ZoomInfo intent data offers insights into buyer behavior, many businesses find that false positives, outdated firmographic data, and the need for extensive manual filtering reduce its effectiveness. Instead of spending time sorting through unreliable signals, some companies turn to a fully managed data solution that delivers ready-to-use, verified insights without the guesswork.
Compass Data Enrichment takes a different approach by eliminating the need for self-service intent filtering. Rather than providing raw intent signals that require interpretation, Compass delivers curated, high-accuracy data that sales and marketing teams can act on immediately.
This section will explore how Compass differs from ZoomInfo’s intent data, how it ensures accuracy, and how businesses have successfully used it to improve lead generation outcomes.
How Compass Data Enrichment works
Unlike ZoomInfo, which relies on bidstream data, IP tracking, and third-party integrations, Compass Data Enrichment operates as a fully managed service. Instead of expecting sales and marketing teams to extract value from intent data manually, the service delivers structured, CRM-ready insights tailored to each business’s specific needs.
The process is simple:
- Submit your request – Businesses specify the type of data they need, such as high-intent leads within a specific industry, firmographic information, or key decision-makers at target accounts.
- Compass verifies and enriches the data – Using a combination of AI-driven research, web analysis, and direct data validation, Compass ensures that every contact and company profile is accurate, up-to-date, and ready for use.
- Receive structured, ready-to-use insights – Instead of an unfiltered list of intent signals, Compass provides clean, targeted datasets that can be imported directly into CRM and marketing automation platforms.
By removing the need for manual data cleansing and validation, Compass helps businesses focus on closing deals rather than interpreting data.
Addressing common challenges with intent data
One of the biggest frustrations with traditional intent data providers is the sheer amount of filtering and verification required to turn raw intent signals into actionable leads. Sales teams often waste time reaching out to companies that aren’t actually in-market, while marketing teams struggle to segment and personalise outreach effectively.
Compass is designed to solve the most common issues associated with intent data, including:
| Challenge | How Compass addresses it |
|---|---|
| False positives from bidstream and IP tracking | Compass verifies interest using multiple data points, reducing reliance on IP tracking. |
| Outdated firmographic and funding data | Real-time data validation ensures up-to-date company and funding information. |
| High manual filtering requirements | Compass delivers clean, structured data that doesn’t require additional refinement. |
| Lack of decision-maker insights | Unlike broad intent signals, Compass provides verified contacts at the right level within target companies. |
By focusing on verified, high-quality data, Compass enables businesses to avoid the pitfalls of traditional intent signals while still benefiting from insights into in-market accounts.
Performance benchmarks and real-world results
Businesses that switch from self-service intent data to a managed data enrichment model often see measurable improvements in lead quality and conversion rates.
Recent case studies highlight the impact of using Compass Data Enrichment.
- A B2B SaaS company increased lead conversion rates by 38% after switching from ZoomInfo’s raw intent signals to Compass’s structured, verified data.
- A sales team reduced wasted outreach by 45%, as they no longer had to manually filter out low-quality leads.
- A marketing agency improved pipeline accuracy by 32%, ensuring that high-intent leads were actually decision-makers, not just random employees consuming content.
A business development director at a mid-sized enterprise shared their experience:
These results highlight the key difference between Compass and traditional intent data solutions—quality over quantity. Instead of providing an overwhelming amount of raw data, Compass delivers curated insights that sales and marketing teams can act on immediately.
Final verdict: is ZoomInfo intent data worth it?
ZoomInfo intent data is positioned as a tool that helps sales and marketing teams engage buyers at the right time. However, as we’ve seen throughout this guide, real-world results vary widely. While some businesses have successfully integrated ZoomInfo’s intent signals into their lead generation workflows, others struggle with false positives, misattributed signals, and outdated firmographic data.
For businesses evaluating whether ZoomInfo intent data is the right investment, several key factors should be considered.
Who benefits most from ZoomInfo intent data?
ZoomInfo’s intent signals are best suited for companies that:
- Operate in fast-moving sales environments where immediate outreach can make a difference.
- Have the resources to filter and validate intent signals before passing them to sales teams.
- Use ZoomInfo’s full suite of tools, including its CRM integrations and contact database, to enhance lead scoring.
- Target industries that are well-represented in ZoomInfo’s content network, such as technology, finance, and cybersecurity.
Businesses that have large sales teams and strong data operations are more likely to see success with ZoomInfo intent data. These organisations often use multiple data sources alongside ZoomInfo to cross-validate buyer interest and reduce the likelihood of false positives.
Some companies report that ZoomInfo intent data works well when combined with first-party CRM insights and historical engagement data. Businesses that build lead qualification processes around intent signals, rather than treating them as standalone indicators of buying interest, tend to see better results. For these companies, intent data helps prioritise outreach rather than dictate it.
One example is a B2B software company that found success by layering ZoomInfo’s intent data with its own customer engagement insights. By refining the signals through internal scoring models, they were able to focus on accounts that were genuinely in-market, leading to improved sales efficiency.
Who should consider alternatives?
ZoomInfo intent data may not be the best fit for every organisation. Companies that experience challenges often fall into one or more of these categories:
- Small to mid-sized businesses that lack the resources to filter and validate raw intent signals.
- Companies operating in industries with low coverage in ZoomInfo’s publisher network, leading to fewer intent signals or lower accuracy.
- Businesses targeting highly specialised buyers, where generic intent tracking may not provide meaningful insights.
- Organisations focused on compliance and data privacy, particularly in regions with strict GDPR enforcement.
Many businesses that struggle with ZoomInfo intent data find that it requires too much manual validation to be useful. Some sales teams report that intent signals frequently point them to companies that aren’t actually in-market, forcing them to spend valuable time sorting through unreliable leads.
A common frustration is that sales teams often reach out to accounts flagged as high-intent, only to discover that prospects are not aware of the topics they were contacted about. This can happen when intent signals are based on weak engagement, such as a single employee reading an article or clicking an ad that isn’t directly related to a purchase decision.
For companies with limited sales resources, this extra layer of filtering can create more problems than it solves. If sales teams are spending more time qualifying intent signals than actually engaging with prospects, the return on investment for ZoomInfo intent data diminishes significantly.
Key considerations before investing in ZoomInfo intent data
For companies weighing whether to invest in ZoomInfo’s intent data, the following checklist can help determine if it’s the right fit:
| Consideration | Why it matters |
|---|---|
| Data accuracy | How often do users report false positives, and can your team validate signals effectively? |
| Integration with existing systems | Does ZoomInfo’s intent data align with your CRM and lead scoring processes? |
| Industry relevance | Are your target accounts well-represented in ZoomInfo’s publisher and content network? |
| Lead qualification resources | Does your team have the bandwidth to filter out inaccurate intent signals? |
| Compliance requirements | Do your company’s data privacy policies align with ZoomInfo’s bidstream and IP tracking methods? |
Companies that can confidently answer yes to most of these questions are more likely to see value in ZoomInfo intent data.
The alternative – prioritising verified, structured data
For businesses that find intent data unreliable or too difficult to validate, a fully managed data service like Compass Data Enrichment provides an alternative. Instead of relying on raw intent signals that require extensive filtering, Compass Data Enrichment delivers pre-verified, structured lead data that is immediately actionable.
Companies that have switched from ZoomInfo’s self-service intent data to a managed data approach report significant improvements in lead quality and conversion rates. By focusing on quality over quantity, our data tool ensures that sales teams are engaging with genuinely high-intent leads, rather than spending time chasing down false positives.
A business development team that transitioned from ZoomInfo intent data to Compass Data Enrichment noted that they stopped questioning whether an intent signal was real. Instead of filtering through inconsistent data, they received fully verified leads, allowing them to focus on closing deals rather than lead qualification. So, what are you waiting for?
Tired of rubbish data? There’s a better way.
Stop wasting time and money on outdated, overpriced unusable data. Let Compass Data Enrichment power your go to market strategy today
