Vendor comparison

Foundry vs. Intentsify

On the surface, Foundry and Intentsify seem similar but dig deeper and you’ll discover that our data, trusted relationships, activation options, and insights go far beyond for a better understanding of the buying journey.

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What sets Foundry’s data apart from Intentsify?

Intentsify relies 100% on external data – including Foundry.
Go straight to the source.

<h4>Foundry's data sources

First-party visitor intent via website tag
Owned global publishing network: CIO, CSO, ComputerWorld, etc.
External publication partners
Third-party public web data: hiring, tech installs, social media activity, competitor engagement, events, SEC filings, etc.
Human-verified buying and in-market signals

<h4>Intentsify's data sources

First-party visitor via website tag
Third-party bidstream data
Reliant on external vendors:
- Bombora’s third-party signals
- Foundry’s (formerly LeadSift) category/topic data
- Foundry’s (formerly KickFire) firmographic and IP address data

<h4>Foundry’s data coverage

150M B2B contacts
55+ years of global data and audience building
Comprehensive buyers’ journey and buying committee coverage from diverse, owned data sources
Global reach to over 75 countries and international language coverage
114 million unique site visitors
250+ core enterprise IT keywords rank in the top 5 on Google searches
7,500+ intent topics

<h4>Intentsify's data coverage

50B+ intent signals per month
5,000+ B2B content sites via external publishers
4.2M identified in-market target accounts
Primarily US-based data

Trusted relationships across the globe

Foundry’s data is fundamentally different

Comprehensive data on who buyers are. Dynamic activation on their trusted channels.

The difference is in the data

Foundry’s intent data goes beyond the account to the contact level, enabling your team to take immediate action on the people making decisions.

Intentsify’s focus is at the account level which lacks the individual activities of the buying committee, causing your team to manually search and guess for the right decisionmakers before they can take action.

Don’t roll the dice with bidstream data

With Foundry, you can feel confident that your intent-driven programs are built on a foundation of opted-in audiences from our owned and operated network of award-winning editorial sites and events.

With Intentsify, you’re trusting questionable data scraped from programmatic advertising sites, raising privacy and legality red flags. Plus, relying on IP-based bidstream data will leave you missing out on intent signals from in-market buyers working from home.

Companies don’t buy, people do

With Foundry, go beyond category/topic level insights with specific contact-level activity for more meaningful personalization, more effective ad targeting, and more tailored prospect journeys to decision-driving members.

With Intentsify, high-level topic engagements stuck at the account level result in out-of-touch messaging to out-of-market personas.

Trusted relationships drive trusted results

At Foundry, our publisher roots run deep. Our long-lasting audience relationships come with trust that can’t be built through data licensing — positioning you as a thought leader across our award-winning global publishing network and establishing trust with in-market decision-makers.

At Intentsify, you’re relying on external publishing sites – meaning your brand risks irrelevant placement, misaligned targeting, data provenance and quality issues, and privacy concerns.

Foundry partners with you to engage audiences across the buyers’ journey

Intent-based ads

Intent-targeted ad audiences demonstrate 2.5x greater efficiency. Generate opportunities with Foundry Ads programs that reach and engage buyers with intent, precision and scale.

Ads

Intent-based leads

Demand gen programs from Foundry target decision makers from your ABM list demonstrating relevant purchase intent signals. Generate leads backed by proven omnichannel engagement with your content that drive high-quality, nuture-ready leads.

Demand gen

Meaningful engagement with tech buyers

1500+

Average leads generated
per program

2:15 mins

Average time spent on page, more than 2x industry average

96%

of visitors take action after engaging with content on Foundry’s editorial sites

Ready to find who makes up your in-market audience?

Research

Intent targeting increases campaign efficiency by 2.5x

Peer-reviewed research from Foundry examines the impact of intent targeting in advertising and demonstrates how marketers can achieve stronger results with greater efficiency. Learn more about our findings in this blog.

We help our customers succeed

Read our G2 reviews to see why Foundry is consistently named a market leader in Buyer Intent Data Providers, Marketing Account Intelligence, Market Intelligence, Sales Intelligence, Visitor Identification, and Lead Mining.

I am very pleased with the opportunities Foundry provided to us. Our marketing campaigns blew away the projected lead generation goals and produced a far more qualified lead than other marketing channels.
Kristy Slimmer, Director of Marketing, Galileo

Frequently asked questions

What are risks are associated with external data sources?
While external data can be valuable and provide useful insights, it’s essential to approach its usage with caution. Relying too heavily on external data sources can pose the following risks:
1. Data quality and reliability: External data may come from various sources, and not all of them may be trustworthy or consistently reliable. Using inaccurate or outdated data can lead to erroneous decisions and actions.
2. Data privacy and security: Accessing external data often involves sharing sensitive information with third-party providers. This raises concerns about data privacy and security, as you may not have full control over how your data is handled and protected.
3. Data availability: Reliance on external data means your operations are dependent on the availability and accessibility of those sources. If the data becomes unavailable or the source goes offline, it can disrupt your processes and decision-making.
4. Data compliance and legal issues: Using external data might involve compliance challenges, especially if the data originates from regions or jurisdictions with different data protection laws. Mishandling data can result in legal consequences.
5. Lack of context and understanding: External data might lack the contextual knowledge of your specific domain or business needs. Without understanding the nuances of your organization, you may misinterpret or misapply the data.
6. Data integration challenges: Integrating external data into your existing systems can be complex and time-consuming, potentially requiring substantial effort and resources.
What is bidstream data and why is it not an ideal data source?
Bidstream data, also known as real-time bidding (RTB) data, is a type of data that is collected during the process of programmatic advertising. When a user visits a website or app with ad space, an auction takes place in real-time, where advertisers bid on the opportunity to display their ads to that specific user. This process involves a significant amount of data being exchanged, including information about the user, the website or app they are on, and the ad being displayed.

While bidstream data may seem like a valuable resource for advertisers and marketers, it has several drawbacks that make it less than an ideal data source:

Privacy concerns: Bidstream data contains sensitive information about users, including their browsing habits, interests, and demographics. Collecting and sharing this data without proper consent can raise serious privacy concerns.

Data accuracy: The bidstream data may not always be accurate or reliable. It can contain errors or inconsistencies, leading to flawed insights and decision-making.

Limited context: Bidstream data provides only a snapshot of a user’s online behavior at a specific moment in time. It lacks the broader context of a user’s overall preferences and interests.

Data silos: Bidstream data is often fragmented and comes from various sources, making it challenging to consolidate and integrate with other data sets for a comprehensive view of the customer.

Lack of transparency: Advertisers and marketers might not have complete visibility into how bidstream data is collected, processed, and shared, leading to concerns about data provenance and accuracy.

Ad fraud concerns: The real-time nature of the bidding process can leave room for ad fraud, where malicious actors can manipulate bidstream data to inflate ad impressions and deceive advertisers.

Data overload: The sheer volume of bidstream data can be overwhelming, making it difficult to extract meaningful insights without sophisticated data analysis tools and techniques.
How do we collect intent?

Our intent data is collected from your website, social media interactions, engagements across the public web, research signals on global content, and Foundry’s proprietary audiences from our publishing network, events data, and branded conversations with real people.

Ready to make the switch to Foundry?

See why B2B marketers choose Foundry over Intentsify for more seamless activation of intent data across the full buyer’s journey.