Informa TechTarget, Demandbase Announce Strategic B2B Marketing Partnership  

Informa TechTarget and Demandbase have entered into a strategic partnership designed to help mutual customers drive better business outcomes and ROI from account-based marketing (ABM) initiatives.

By combining Informa TechTarget’s account- and contact-level intent data and permissioned contacts with the ABM capabilities of Demandbase One, this collaboration empowers go-to-market teams to prioritize and engage the most relevant accounts earlier in the buyer’s journey, according to officials from both companies.

“Two of the biggest challenges companies face with activating intent data are too many false positives for accounts showing intent and identifying members of the buying group actively researching solutions right now,” said Jillian Coffin, Senior Vice President of Customer Enablement and Strategy at Informa TechTarget, in a statement. “Together, Informa TechTarget and Demandbase help marketers confidently identify the accounts that are truly in-market, pinpoint members of the buying group, and engage and influence these buyers before their competitors do.”

Benefits of Informa TechTarget & Demandbase Partnership

Informa TechTarget’s partnership with Demandbase aims to further strengthen ABM and sales intelligence initiatives, enabling both sales and marketing teams to focus their efforts on accounts with real buying intent and members of the buying group who are actively conducting research.

Go-to-market teams can now use the combined strength of Informa TechTarget and Demandbase to:

• Identify and prioritize in-market accounts by aggregating Informa TechTarget’s first-party account intent data with third-party account intent data from Demandbase to double-verify intent.
• Uncover buying group members early in their journey with Informa TechTarget’s leading contact-level intent data that pinpoints who is actively researching relevant solutions and topics they care about most. This precise data helps eliminate much of the guesswork and wasted outreach of traditional buying group discovery tactics, increasing time to value and ROI.
• Convert more buyer interest into pipeline by targeting TechTarget’s permissioned contacts with personalized, programmatic and social advertising and ABM campaigns from Demandbase One.
• Improve operational efficiency by seamlessly importing Informa TechTarget’s intent data into Demandbase One via direct integration (account) and streamlined workflows (contact).

“Our partnership and integration with Informa TechTarget will help our mutual customers improve conversion rates and shorten sales cycles,” said Vanessa Willett, VP of Ecosystems at Demandbase, in a statement. “By combining our mutual intent data and insights, our customers’ marketing strategies will be more effective and impactful.”

Data Integration

As part of this partnership, Informa TechTarget will release a direct integration of Account Intent Feeds with Demandbase One, allowing marketers to leverage Informa TechTarget’s first-party account-level intent data and third-party account-level intent data from Demandbase to double-verify which accounts are truly in market, making it easier for both sales and marketing teams to act on those verified purchase intent signals.

Informa TechTarget’s proprietary publishing model is designed to capture 1.4M+ directly observed and contextually relevant intent signals each day as audiences of 50M+ B2B professionals interact with content across the company’s owned network of 220+ trusted brands.

The integration of Informa TechTarget Account Intent Feeds with Demandbase One is already delivering results for select customers, such as Palo Alto Networks.

“Palo Alto Networks as been transforming our revenue process to focus on buying groups and change the way sales and marketing work together,” said Jeremy Schwartz, Senior Manager, Global Lead Management & Strategy. “By powering Demandbase One with Informa TechTarget’s precise intent data, including individuals driving that intent, we’ve achieved significant lift in identifying more cross-sell opportunities and larger overall deal sizes – critical for an org with our breadth of solutions.”

Detailed insights and general access are expected to be available on April 22, 2025. To learn more about using Informa TechTarget with Demandbase, visit here.