B2B marketers are drowning in intent signals and SaaS dashboards, but confidence in pipeline delivery has never been shakier. DemandScience, a global player in performance marketing, is trying to fix that with the launch of Ionic and Labs, two offerings designed to puncture what it calls the “Marketing Data Mirage.”

That mirage? The false confidence created when marketing teams lean on dubious signals, scattered platforms, and content that doesn’t land—burning budget on activity that doesn’t actually convert.

A Unified System for Real Buyers

At the heart of this rollout is Central, DemandScience’s new intelligence and insights hub. Instead of marketers stitching together data vendors, orchestration platforms, and content syndicators, Central brings it all under one roof.

The system is anchored by three core components:

• Ionic: the intelligence and orchestration layer that blends verified buyer data, real-time behavior signals, and AI-driven orchestration into one closed-loop system. It’s fully transparent, showing where signals come from and how campaigns adapt in real time. Importantly, it’s embedded directly into every DemandScience program—no extra platform to buy.

• Labs: a services arm staffed with “demand scientists.” Labs combines human expertise, AI, and Ionic’s intelligence to run always-on campaigns across paid media, email, web, syndication, and events.

• Central: the hub where marketers monitor audiences, track performance, and tap AI-powered recommendations for their “next best move.”

Together, the trio aims to replace vague intent scores, cut through AI-fueled content fatigue, and collapse siloed orchestration into a streamlined cycle where each campaign improves on the last.

Industry Voices

“Marketers don’t need another intent score they can’t trust or another platform to manage,” said Derek Schoettle, CEO of DemandScience. “They need confidence that every signal represents a real buyer, that campaigns execute across channels without added complexity, and that content connects. Ionic and Labs deliver all three.”

That sentiment resonated with early users. Manoj Jasra, CMO at Emids, noted that too many teams are “chasing intent signals we can’t verify” while juggling rising complexity. The appeal of DemandScience’s system, he said, is that it simplifies the entire process: verified data in, meaningful growth out.

Why It Matters

The B2B marketing stack has grown bloated, with intent data vendors, orchestration tools, and content platforms fighting for budget. Yet pipeline confidence is at a low. By folding intelligence, services, and optimization into one system, DemandScience is positioning itself as an alternative to the patchwork approach dominated by players like Bombora, 6sense, and TechTarget.

If the system delivers on its promise—verified signals, better orchestration, and content that actually resonates—it could help marketers shift from chasing phantom intent to building predictable, compounding pipeline.

Ionic, Labs, and Central are available globally now.

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