B2BData Reviews Independent

Ranked · UK · Updated June 2026

The best B2B intent data providers for UK teams

In short

ZoomInfo offers the deepest, proprietary intent data of the providers we rank, with Cognism a strong EMEA option via its Bombora-powered add-on. Apollo and Lusha fold lighter buying signals into cheaper self-serve plans. Here's how they compare on signal quality and price.

  1. 1

    ZoomInfo

    The deepest US B2B database, with intent, visitor-ID and enrichment in one platform, at an enterprise price.

    7.3 /10

    Proprietary "streaming" intent built on a vast tracking network, the most developed intent product of the five, and tightly integrated with its contact data so you can act on a signal in one place. Enterprise pricing to match.

    • Entry price ~$14,995/yr
    • Pricing Demo-gated
    • Free plan No
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  2. 2

    Cognism

    GDPR-first sales intelligence with phone-verified mobile numbers, strongest across the UK & EMEA.

    8.1 /10

    Intent is a Bombora-powered add-on layered onto strong UK and EMEA contact data, a sensible choice if you're already buying Cognism for European outreach and want topic-level signals on top.

    • Entry price ~£12,000/yr
    • Pricing Demo-gated
    • Free plan No
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  3. 3

    Apollo

    All-in-one prospecting (database, sequencer and dialer) at a fraction of the enterprise price, strongest in the US.

    7.4 /10

    Buying-intent signals are built into the platform at a fraction of enterprise pricing. Broad rather than deep, but hard to beat for the money if you want intent and outreach in one tool.

    • Entry price from $588/yr
    • Pricing Published
    • Free plan Yes
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  4. 4

    Lusha

    Self-serve B2B contact data with a one-click Chrome extension and transparent, published pricing.

    7.3 /10

    Lighter "signals" (job changes, funding rounds, hiring surges) rather than topic-level intent. Useful triggers bundled into an affordable, self-serve plan.

    • Entry price from $449/yr
    • Pricing Published
    • Free plan Yes
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  5. 5

    Seamless.ai

    Real-time AI contact search with huge US volume and a free tier, if you can live with variable accuracy.

    6.3 /10

    Buyer-intent is sold as a premium add-on. Usable for US prospecting, but variable data accuracy and demo-gated pricing are the trade-offs.

    • Entry price ~$1,764/yr
    • Pricing Demo-gated
    • Free plan Yes
    Visit Seamless.ai

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    Read our Seamless.ai review →

Every score comes from the same rubric, applied identically. See the consolidated pricing table for all providers side by side , or check whether buying B2B data is legal in the UK .

Frequently asked questions

What is B2B intent data?
Intent data is behavioural signal that a company is actively researching a product or topic (for example, spikes in reading or searching around your category) so you can reach them while they're in-market. It's usually sold at the account level, not the individual.
Which provider has the best intent data?
ZoomInfo, of the providers we rank. Its proprietary streaming-intent product is the most developed and is tightly integrated with its contact database. Cognism's Bombora-powered add-on is the stronger pick for UK and EMEA-focused teams.
Is B2B intent data worth paying for?
It's worth it if you have the volume and process to act on signals quickly; intent shortens the list of accounts to prioritise. For smaller teams, the lighter buying signals bundled into Apollo or Lusha often deliver most of the value at a fraction of the cost.