251 sales and marketing pros voted across a category where five vendors split leadership across signal accuracy, AI scoring, and account intelligence. Here is what the results reveal.
The May 2026 IT Brand Pulse AI Brand Leader survey asked 251 sales and marketing professionals to vote for Market, Intelligence & Innovation, Creativity & Expression, Accuracy & Trust, and Human Empowerment leaders in Buyer Intent Data, one of 18 products in the AI Sales and Marketing stack. Bombora was voted Market Leader with 34.02% of votes, with Demandbase finishing second at 25.41%. 6sense was voted Intelligence & Innovation Leader (29.41%). Demandbase was voted Creativity & Expression Leader (31.00%). Bombora was voted Accuracy & Trust Leader (35.06%). ZoomInfo was voted Human Empowerment Leader (30.04%).
The dispersion of leadership across five vendors signals a category where buyers value different attributes from different providers: Bombora’s anchor in independent intent measurement and B2B coverage, 6sense’s AI-driven account scoring, Demandbase’s account-based experience layer, TechTarget’s editorial and behavioral data, and ZoomInfo’s contact-resolution depth. The IT Brand Pulse analyst team expects buyer intent data to converge with revenue intelligence platforms, with future Brand Leader voting rewarding signal accuracy, account-level fidelity, and direct integration with sales execution workflows.
What Is Buyer Intent Data?
IT Brand Pulse defines Buyer Intent Data platforms as systems that aggregate, score, and surface signals indicating which accounts are actively researching solutions in a category. These platforms combine third-party content consumption data, technographic signals, and engagement intelligence to help sales teams prioritize accounts showing in-market behavior. Buyer Intent Data sits within the AI Sales Products sublayer of the Horizontal Business Apps layer in the IT Brand Pulse AI Product Taxonomy, alongside Call Transcription & Analytics, CPQ (Configure Price Quote), Sales Assistant, Sales Compensation Management, Sales Enablement Platforms, Sales Engagement Platforms, Sales Forecasting Platforms, Sales Intelligence, Prospecting,, and Website Visitor Identification.
Download the Brand Leader Report for Buyer Intent Data.
