In a digital-first, data-driven B2B landscape, aligning sales and marketing around verified buyer intent has become essential for growth. Recognizing this need, Informa TechTarget and Demandbase have formed a strategic partnership to transform how go-to-market (GTM) teams identify, engage, and convert high-value accounts.

This integration combines Informa TechTarget’s award-winning first-party intent data with Demandbase One’s advanced ABM platform, empowering mutual customers to eliminate false positives, engage in-market accounts earlier, and convert intent into revenue more effectively.

The Problem: Too Much Noise in Intent Signals

As intent data becomes a cornerstone of ABM, companies often struggle with:

• False positives from unreliable or unverified sources

• Difficulty identifying actual buying group members

• Delayed engagement, allowing competitors to act first

These challenges hinder performance, limit ROI, and slow down pipeline generation.

The Solution: A Verified Intent Engine

This partnership solves those challenges by providing a dual-layered intent verification model:

• Informa TechTarget offers first-party intent signals based on the real behavior of 50M+ B2B professionals across 220+ trusted tech brands

• Demandbase enriches this with third-party ABM data and targeting capabilities, helping unify account-level and contact-level insights

Together, this integration delivers a more accurate and actionable view of buying behavior—essential for success in modern ABM.

What’s New: Direct Integration of Intent Feeds

The collaboration introduces a direct integration of TechTarget’s Account Intent Feeds with Demandbase One, enabling GTM teams to:

• Identify and prioritize in-market accounts using dual-verified intent signals

• Discover buying group members earlier with contact-level insights from TechTarget

• Engage verified contacts through personalized advertising and ABM tactics inside Demandbase

• Boost operational efficiency with seamless data imports and workflows

Unique Data Advantages:

• 1.4M+ daily observed, contextually relevant intent signals

• Access to permissioned contacts from TechTarget's proprietary publishing ecosystem

• Contact-level insights that reveal which individuals are actively researching specific topics

How It Works: Smarter, Faster ABM Activation

Step 1: Double-Verify In-Market Accounts

Aggregate and compare TechTarget’s and Demandbase’s data to confirm which accounts show real purchasing intent—reducing false positives and misaligned outreach.

Step 2: Identify Buying Group Members

Use TechTarget’s contact-level intent data to uncover key decision-makers and influencers earlier in the journey, eliminating guesswork and improving personalization.

Step 3: Launch Targeted Campaigns

Run programmatic and social campaigns within Demandbase One using TechTarget’s permissioned contacts, increasing engagement and conversion efficiency.

Step 4: Seamless Workflow Execution

With streamlined integrations, both account and contact-level intent data flows directly into Demandbase workflows, reducing manual work and accelerating time-to-value.

Customer Validation: Real-World Results

Palo Alto Networks has already seen measurable success with this integrated approach:

“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,” said Jeremy Schwartz, Senior Manager, Global Lead Management & Strategy.

This underscores the impact of aligning GTM strategies around reliable, high-fidelity intent signals.

What Industry Leaders Are Saying

Jillian Coffin, SVP of Customer Enablement and Strategy at Informa TechTarget:

“This partnership helps 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.”

Vanessa Willett, VP of Ecosystems at Demandbase:

“By combining our mutual intent data and insights, our customers’ marketing strategies will be more effective and impactful.”

Looking Ahead: Broad Access in April 2025

The integration is already delivering results for select customers. General availability of Informa TechTarget’s Account Intent Feeds within Demandbase One is set for April 22, 2025.

This marks a major step forward for companies seeking to refine their account-based go-to-market strategies, improve efficiency, and shorten sales cycles.

Verified Intent is the Future of ABM

In a crowded B2B marketplace, precision matters. The TechTarget–Demandbase partnership offers a powerful answer to the challenge of unifying account and contact intelligence with activation-ready ABM workflows.

By bringing together trusted intent signals, deep buyer insights, and actionable integrations, this collaboration provides GTM teams with a decisive competitive edge in the race for buyer attention and budget.