D&B Buyer Intent review
A company-level intent solution for teams prioritizing in-market B2B prospects.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
D&B Buyer Intent is a B2B buyer-intent data offering from Dun & Bradstreet for sales and marketing teams. It identifies companies engaging with online content connected to research and purchasing behavior, then helps teams prioritize prospects for marketing campaigns and sales outreach. The product is aimed at organizations that want earlier visibility into companies researching their solutions, business topics, or competitors. Its company-level approach is especially relevant to teams organizing account-based prospecting around in-market businesses.
The standout capability is its intent analysis. Customer-specific keywords can reflect a business’s solutions, market, and competitors, while natural language processing and deep learning assess the relevance of content activity. D&B Buyer Intent also maps online engagement events to Dun & Bradstreet business data, including company locations and corporate families. This combination gives marketing and sales teams a way to connect research behavior with business context rather than treating each content interaction as an isolated signal. Prospect prioritization and support for campaign and outreach workflows extend that analysis into action.
Commercially, the offering follows a contact-sales model, so organizations should expect to discuss pricing and packaging directly with Dun & Bradstreet. The product is a strong fit for teams that value customized keyword analysis, competitor intent, and established business-data context. It may be less suitable for buyers seeking a narrow, self-serve tool or individual-level buyer activity. Teams should also be prepared to define the business, solution, and competitor terms that matter to their market, since those inputs are central to how the offering interprets intent. Choose it when account-level intent and Dun & Bradstreet data are priorities; consider alternatives when a simpler or more individually focused workflow is the goal.
D&B Buyer Intent pros and cons
- Where it wins
- Uses customized business, solution, and competitor keywords
- Applies NLP and deep learning to assess content relevance
- Maps engagement events to Dun & Bradstreet business data
- Where it doesn't
- Pricing and packaging require a conversation with sales
- Keyword customization requires clear business and competitor inputs
- Focuses on company-level intent rather than individual buyer activity
D&B Buyer Intent fact sheet, pricing and score →
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