Iterable, the AI-powered communication platform, has announced the launch of Iterable Nova, a transformative new system that redefines how marketers interact with data, insights, and automation. Unveiled at the company’s flagship event, Activate Summit 2025, Nova introduces an AI agent-powered experience that replaces static dashboards and manual workflows with dynamic, goal-oriented orchestration.

Nova is more than just a new feature—it's a strategic leap that empowers marketers to shift from traditional campaign-centric models to adaptive, real-time engagement that aligns directly with customer behavior and business outcomes.

Nova: The AI Marketing Agent Built for Results

Unlike legacy platforms retrofitting AI onto existing infrastructure, Iterable Nova is purpose-built for the modern marketer. It translates complexity into clarity, goals into action, and insights into performance—all through a dialogue-driven interface that adapts in real time.

Benefits of Nova:

• Goal-Oriented Execution
  Marketers no longer need to configure dozens of steps. Instead, they define a goal—such as “increase repeat purchases by 15%”—and Nova automates everything from segmentation to campaign deployment.

• Real-Time Performance Monitoring
  Nova proactively monitors marketing program health, flags emerging issues, and recommends adjustments to ensure marketers stay aligned with objectives.

• Smart Scaling Across Channels
  Nova builds and optimizes customer journeys across email, SMS, in-app messaging, and WhatsApp—tailored by user and optimized by context.

• Autonomous Decisioning
  The AI agent doesn’t just suggest the next step—it automates the next-best action based on predictive models, experimentation, and performance feedback.

“Nova won’t be just an upgrade to our platform—it will be a reinvention of what marketing can be,” said Andrew Boni, CEO and co-founder of Iterable.

Purpose-Built AI for Intelligent Orchestration

What makes Nova different from typical AI features is that it operates within Iterable’s native AI infrastructure—built from the ground up to enable intelligent, explainable, real-time engagement.

Core Platform Advantages:

• Cloud-Native Architecture
  Supports fast, flexible operations at enterprise scale, with no legacy bottlenecks.

• Real-Time Data Model
  Enables instantaneous analysis and decision-making across the customer journey.

• Cross-Channel Orchestration
  Aligns actions and insights across multiple touchpoints, creating a unified experience.

• Customizable AI Logic
  Brands can align Nova’s recommendations to their own business voice, compliance needs, and performance priorities.

New Platform Enhancements at Activate Summit 2025

In addition to Nova, Iterable rolled out multiple feature upgrades designed to help marketers activate insights faster, reach more users, and ensure compliance.

Notable Enhancements:

• Unknown User Activation
  Enables identification and messaging of anonymous users—without requiring engineering support.

• Integrations Hub
  A centralized portal for plug-and-play integrations across ad platforms, analytics, reporting, and more.

• Catalog in Journeys & Segmentation
  Brings business-specific data into automated journeys for hyper-personalized campaigns.

• SMS Compliance Toolkit
  Helps brands maintain regulatory compliance while scaling SMS campaigns globally.

• WhatsApp Messaging
  Expands omnichannel reach by adding WhatsApp to the Iterable messaging suite.

• Journey Path Preview
  Allows marketers to visualize and adjust the customer flow before launching journeys.

• Segmentation Assist
  Uses AI to turn plain-English prompts into ready-to-use audience segments—eliminating the need for manual filters.

These additions reflect Iterable’s continued focus on empowering marketers to work smarter, reduce friction, and activate audiences with minimal technical dependency.

Iterable’s introduction of Nova marks a bold step into the future of marketing—one where AI doesn't just enhance marketing, it drives it. By enabling marketers to define goals and let Nova handle the orchestration, Iterable is moving beyond campaign tools to offer a true AI-powered co-strategist.

Combined with enhancements like Unknown User Activation and a stronger integration ecosystem, Iterable’s latest release is set to redefine how marketing teams build relationships, measure performance, and scale success in real time.

In an increasingly fragmented, fast-paced digital world, Nova is Iterable’s answer to marketing’s next great challenge: making every moment count.

Brazil is emerging as a hotbed for marketing technology innovation, driven by the increasing adoption of generative AI (GenAI) and evolving consumer expectations. According to a new ISG Provider Lens™ Martech Service Providers 2025 report, companies in Brazil are integrating GenAI and advanced digital tools to transform marketing strategies, enhance brand presence, and deliver highly personalized experiences across platforms.

As digital engagement evolves and third-party cookies phase out, Brazilian businesses are rethinking their marketing operations—and martech vendors are stepping in to provide the agility and intelligence needed to stay competitive.

AI Reshaping Brazil’s Marketing Landscape

The report reveals that GenAI is at the center of a major marketing shift in Brazil, impacting both internal company operations and consumer-facing experiences. From automating content production to optimizing ad placement, GenAI is streamlining the marketing funnel and enabling smarter, more adaptive decision-making.

Trends:

• Accelerated Content Creation
  Companies are using GenAI to rapidly generate marketing assets, reducing time-to-market for campaigns.

• Ad Optimization at Scale
  AI tools are automating placement and targeting, helping businesses deliver high-performance ads efficiently.

• Strategic CRM Integration
  AI-enhanced CRM platforms allow companies to better predict behaviors and deliver relevant messages at critical moments.

• Cookie-Free Targeting
  With Google moving to eliminate third-party cookies, Brazilian companies are turning to first-party data and GenAI insights to fill the gap.

Martech Innovation and Market Momentum

Brazilian martech vendors are not only innovating locally but also attracting global interest. The report notes that foreign companies are acquiring Brazilian martech providers, underscoring the region’s growing strategic value in Latin America.

Market Developments:

• Global Investments in Local Talent
  International firms are acquiring homegrown martech vendors to gain a foothold in Brazil’s expanding digital economy.

• Vendor Strength and Differentiation
  Brazilian providers are combining technical innovation with creative execution, enabling brands to stand out amid growing automation.

• ISG Leader Recognition

  • Accenture Song, Brivia, and Monks were named Leaders across all three martech quadrants.

  • Cadastra, Gauge/Stefanini, and GhFly earned leadership status in two quadrants.

  • DP6, Keyrus, OSF Digital, and W3haus/Stefanini were recognized in one quadrant.

  • Cadastra also received the Rising Star designation for its high future potential.

Digital Experience Becomes a Strategic Imperative

As e-commerce continues to surge in Brazil, companies are placing greater emphasis on immersive and intuitive digital experiences. This extends beyond websites to include mobile apps, AR/VR environments, and hybrid events—each designed to drive engagement and optimize conversion rates.

Emerging Experience Strategies:

• Omnichannel Presence
  Brands are creating seamless interactions across web, mobile, and virtual platforms to meet consumers where they are.

• Personalization at Scale
  GenAI is being explored to dynamically tailor experiences for individual users, though widespread application is still in early stages.

• Conversion-Focused Design
  Martech vendors are helping businesses design customer journeys that reduce friction and increase the likelihood of successful transactions.

“Digital experiences are where brands and consumers meet,” said Jan Erik Aase, global leader of ISG Provider Lens Research.

Analytics and Creativity: A Powerful Martech Duo

While AI enables unprecedented automation, the ISG report emphasizes the growing importance of creativity in a world of automated personalization. To differentiate, companies must pair data-driven targeting with bold, original content that resonates emotionally with consumers.

Martech Must-Haves in 2025:

• Advanced Analytics
  Enables deep insights into consumer behavior, campaign performance, and market trends.

• Creative Intelligence
  Helps brands cut through digital noise and connect with consumers on a human level.

• Personalization Engines
  Support micro-segmentation and real-time content delivery across devices and channels.

Brazil is fast becoming a martech powerhouse, with companies embracing generative AI, immersive digital platforms, and next-gen CRM tools to future-proof their marketing. As third-party data disappears and digital expectations grow, Brazilian firms and service providers are stepping up—balancing automation with creativity and insight.

The ISG Provider Lens™ Martech Service Providers 2025 report affirms that the combination of local innovation and global investment is positioning Brazil as a leader in marketing technology for the region. For companies navigating this shift, partnering with forward-thinking vendors and adopting GenAI strategically will be key to building scalable, high-impact marketing ecosystems.

In a move that signals strong confidence in the future of AI-powered digital advertising, DoubleVerify (DV) has announced a strategic investment in FirstPartyCapital (FPC), an operator-led venture capital firm specializing in early-stage adtech, martech, and digital media. This investment enhances both companies’ missions: supporting scalable startup innovation and driving measurable outcomes across the digital advertising landscape.

With this partnership, DoubleVerify becomes one of FPC’s largest investors, further expanding its role in shaping the next generation of digital media technologies while empowering FPC’s global portfolio of high-growth startups.

DoubleVerify’s Strategic Investment: A Catalyst for AdTech Innovation

The investment deepens DV’s ongoing commitment to supporting disruptive, early-stage technologies that address evolving advertiser, publisher, and consumer needs. DV’s track record in backing adtech innovation—via acquisitions and strategic partnerships—reinforces the value of this new alliance.

DV’s Innovation Track Record:

• Over $200M in strategic investments since 2023.

• Acquisitions include:

  • Scibids: AI-powered campaign optimization platform.

  • Rockerbox: Performance measurement and marketing attribution leader.

• A focus on AI-driven solutions that deliver measurable outcomes at scale.

“Fostering innovation in the adtech ecosystem benefits the entire industry,” said Doug Campbell, Chief Strategy Officer at DV. “This investment aligns perfectly with our mission to push the boundaries of digital advertising through cutting-edge technologies.”

FirstPartyCapital: An Operator-Led Fund Fueling the Future of AdTech

Founded in 2021 to address a lack of optimal financing solutions in the adtech space, FirstPartyCapital is a highly specialized, sector-focused fund. Backed by over 200 digital media insiders, including seasoned entrepreneurs and executives, FPC provides early-stage startups with both capital and strategic expertise.

FPC’s Unique Positioning:

• Operator-Led Model: Invested by and for digital media insiders.

• Network Effect: Access to hundreds of senior executives and strategic partners.

• Global Portfolio: Curated investments in companies reshaping the adtech and martech landscape.

Notable Portfolio Companies:

• Lumen – Attention measurement and optimization.

• Evorra – Privacy-first audience data platform.

• Lightbox – Location-based digital media.

• Picnic, Pixels, Good-Loop, Bedrock – A range of high-growth adtech innovators.

“Partnering with a global leader like DoubleVerify marks a major milestone for our fund,” said Rich Ashton, Managing Partner at FPC. “This capital empowers us to support more groundbreaking startups while offering our portfolio direct access to DV’s expertise and global network.”

What This Means for the AdTech Ecosystem

This strategic investment marks more than just financial backing—it reflects a shared vision for how adtech and martech should evolve: through collaboration, AI-driven automation, transparency, and real-time optimization.

Implications for the Industry:

• Enhanced Support for Founders: Startups will benefit from DV’s product knowledge, global presence, and data infrastructure.

• Acceleration of AI-Driven Capabilities: From personalization to measurement, AI adoption will be fast-tracked across new ventures.

• Deeper Strategic Alignment: DV gains early access to emerging tech that could become essential to future digital advertising solutions.

The investment by DoubleVerify in FirstPartyCapital sends a strong message: innovation in adtech and martech is thriving, and it’s being powered by collaborative capital and strategic vision. For DV, the partnership amplifies its influence on the future of AI-powered advertising. For FPC, it validates its operator-led model and bolsters its ability to support the most promising startups globally.

As the digital advertising ecosystem becomes more complex and AI-driven, this collaboration highlights how strategic investments can pave the way for scalable innovation, transparent measurement, and smarter marketing technology.

As the podcast industry continues to evolve, Triton Digital, a global leader in digital audio and podcast technology, is taking a significant step forward. The company announced that it will enhance its U.S. Podcast Ranker by adding survey-based listener rankings and audience segmentation via Demos+, creating a more holistic and accurate view of podcast consumption in the U.S.

This move complements Triton's existing IAB-certified download-based rankings, which will continue to be published monthly, and offers marketers deeper insight into not just what is downloaded, but what is actually consumed—by whom and how often.

Enhancing Measurement: Introducing Survey-Based Listener Rankings

Historically, Triton's U.S. Podcast Ranker has been focused on downloads, relying on data from publishers who use the company’s certified measurement tools. While this remains the backbone of the system, a new layer of insight is being introduced:

Enhancements:

• Quarterly Listener Rankings: Based on a nationally representative survey, these rankings will capture actual listening and viewing habits across all podcasts—not just those using Triton’s measurement.

• Inclusivity Across Platforms: Listeners will report what they consumed across audio and video podcasts, including those on YouTube—expanding the definition of podcast consumption beyond traditional RSS-fed downloads.

• Top 200 Podcasts: The rankings will include the 200 most-listened-to podcasts in the U.S., providing advertisers with broader visibility across the ecosystem.

This approach closes a longstanding gap in podcast analytics—what’s downloaded isn’t always what’s heard. Listener-based data brings clarity to audience engagement.

Audience Targeting at Scale: Triton’s Demos+ Integration

In tandem with the listener-based ranking, Triton will integrate Demos+, a proprietary system that blends download metrics with audience survey data to map audience profiles. This addition will allow advertisers to identify podcasts that efficiently reach target demographics and buyer personas.

Demos+ Capabilities:

• Combines census-level download data with listener surveys.

• Provides insights into:

  • Age & Gender

  • Socio-Economic Status

  • Lifestyle Attributes

  • Purchase Intent

• Lists top-performing podcasts by segment—critical for audience-based media planning.

This level of granularity allows media buyers to move beyond general reach metrics to precision targeting, identifying podcasts with highly efficient engagement among their desired audiences.

A Collaborative Effort with Signal Hill Insights

The new survey rankings and Demos+ metrics are powered in partnership with Signal Hill Insights, Triton’s research partner since 2021. Known for their rigorous methodologies, Signal Hill ensures that the nationally representative sample used in surveys provides deep, reliable insights.

“The addition of holistic, survey-based rankings enhances the depth and value of podcast insights available to advertisers,” said Paul Riismandel, President of Signal Hill Insights. “We're excited to continue advancing industry measurement with Triton Digital.”

This collaboration ensures that Triton’s expanded ranker maintains high standards of integrity, transparency, and analytical depth.

Global Experience, Local Relevance

Triton Digital has a long-standing reputation for producing trusted audio measurement solutions worldwide. Its rankers and reports are customized for local markets, often in collaboration with regional committees or industry bodies.

This U.S. update reflects a broader industry need for:

• Comprehensive consumption metrics

• Transparent targeting tools

• Platform-agnostic measurement across RSS, streaming, and video.

Triton’s expanded ranker will not only serve as a tool for performance benchmarking, but also as a strategic guide for advertisers navigating a fragmented audio landscape.

Triton Digital’s expansion of the U.S. Podcast Ranker marks a pivotal moment in podcast measurement. By integrating survey-based listening data and audience segmentation through Demos+, the company delivers an advanced toolkit for publishers, advertisers, and media buyers.

In a crowded digital audio space where attention is fragmented, these enhancements offer the clarity, precision, and inclusiveness needed to effectively allocate ad dollars and maximize ROI.

As the lines blur between audio and video podcast consumption—and as advertisers seek more than just impressions—Triton Digital positions itself as a forward-thinking partner in the next era of podcast intelligence.

In a transformative move for the automotive digital retail sector, FlexPath® DXP, an innovator in identity verification and credit prequalification, has announced a strategic partnership with Nabthat, a top-tier automotive dealership website provider. This collaboration brings FlexPath’s patent-pending VeriQual™ solution directly into Nabthat’s dealer platforms, establishing a new standard for secure, real-time consumer engagement.

By seamlessly integrating real-time identity verification and credit prequalification into dealership websites, this partnership empowers dealers to enhance lead quality, increase conversions, and combat fraud—using nothing more than a consumer’s mobile phone number.

Redefining Automotive Retail: A Tech-Forward Alliance

At the core of this partnership is a shared mission: streamlining the customer journey and boosting dealership ROI. Traditional dealership platforms often fall short in reducing buying friction or validating leads, but FlexPath and Nabthat aim to change that narrative.

What This Partnership Delivers:

• Integrated Identity Verification: VeriQual™ allows users to verify identity quickly and securely.

• Instant Credit Prequalification: Shoppers can prequalify in real-time, directly on dealer websites.

• Mobile-First Experience: Users simply enter a mobile phone number to initiate the process—no lengthy forms or document uploads.

This frictionless experience is designed to meet modern consumer expectations while providing dealerships with accurate, verified lead data.

The Technology Behind VeriQual™

FlexPath’s VeriQual™ is a patent-pending solution engineered to solve some of the biggest pain points in automotive digital retail:

• Real-Time Prequalification: Validates credit-worthiness without affecting credit scores.

• Identity Fraud Protection: Uses advanced verification methods to eliminate fraudulent submissions.

• Higher Conversion Rates: Reduces friction in the buying process, encouraging users to complete lead forms.

For dealers, this means access to fully verified, credit-qualified leads—critical for streamlining operations and accelerating the sales funnel.

Nabthat: A Digital Retail Platform Built for Conversion

Nabthat has built its reputation on developing dealer websites focused on consumer convenience and performance. With VeriQual™ now embedded in its ecosystem, Nabthat can offer dealerships an even greater competitive edge.

“We strive to build automotive websites designed for maximum consumer convenience and dealer conversions,” said Jason Silberberg, Co-founder of Nabthat. “By integrating VeriQual’s capabilities, we offer secure, one-click verification that builds trust and drives results.”

This integration aligns with a broader industry trend of digital-first car buying experiences where trust, security, and speed are essential for consumer decision-making.

Why This Matters: Impact on Dealers and Consumers

For Dealerships:

• Higher-Quality Leads: Only credit-qualified and verified prospects.

• Reduced Fraud Risk: Automatic identity checks prevent bad actors from entering the sales funnel.

• Improved Efficiency: Sales teams spend time on serious buyers, not unverified leads.

For Car Buyers:

• Instant Access: No hard credit pulls, document uploads, or long waits.

• Safe and Secure: Identity protection from the start of the journey.

• Smoother Buying Experience: A faster path to loan approval and vehicle selection.

“This partnership greatly advances our mission to enhance the customer buying journey,” said Tarry Shebesta, CEO of FlexPath DXP. “It helps dealers increase credit-qualified leads and significantly reduce fraud risks.”

The Future of Digital Auto Retail: Trusted, Verified, and Seamless

This partnership is more than just a technological integration—it’s a signal that digital transformation in auto retail is accelerating. With platforms like Nabthat adopting real-time, AI-powered tools like VeriQual™, dealerships are better positioned to compete in a digital-first economy.

By delivering secure, efficient, and verified digital interactions, FlexPath and Nabthat are setting a new benchmark in how dealerships engage with modern car buyers—bridging the gap between digital interest and in-store conversion.

Email marketing has long been a cornerstone of digital strategy, especially for small and mid-sized businesses (SMBs). Despite being around for over two decades, email marketing is still evolving rapidly. According to the latest findings from Capterra and Gartner, SMBs must rethink how they approach email to improve performance, retain subscribers, and maintain brand credibility.

As inboxes become more competitive and consumer expectations rise, sticking to traditional practices can hurt campaign outcomes. This article explores the top three emerging trends in email marketing and offers practical insights SMBs can apply to reinvigorate their strategy in 2024.

1. Consumers Are Unsubscribing at Alarming Rates

According to Capterra’s 2024 Advertising Preferences Survey, a staggering 25% of consumers unsubscribe from marketing emails at least once a week. The primary reasons include:

• Receiving irrelevant or repetitive content

• Excessive email frequency

• A desire to keep inboxes clutter-free

What SMBs Should Do:

• Segment audiences more effectively based on interests and behavior.

• Personalize subject lines and content to increase relevance.

• Balance email frequency by testing optimal timing and cadence.

• Vary content formats, mixing promotional messages with educational or entertaining content.

Takeaway: One-size-fits-all is no longer an option. Consumers expect emails to be relevant, timely, and valuable—or they’ll hit unsubscribe.

2. Sign-Up Pages Lack Clarity and Incentive

While attracting new subscribers is a top priority, many brands fall short at the very first touchpoint. Gartner's research found:

• Only 58% of brands clearly communicate the value of signing up

• Just 24% offer incentives, such as discounts, exclusive content, or early access

This lack of clarity and motivation creates a missed opportunity, especially for SMBs trying to grow their email lists in a saturated market.

What SMBs Should Do:

• Clearly articulate the benefits of subscribing on every sign-up form.

• Use strong CTAs that communicate the unique value (e.g., “Get 10% Off Your First Order”).

• Test incentives, such as freebies, discounts, or gated content to boost conversions.

• Align sign-up messaging with the tone and value you deliver in your actual emails.

Takeaway: A strong email marketing strategy starts with a strong signup experience. Make every word count.

3. Ethical Email Practices Are Becoming a Competitive Advantage

The era of clickbait subject lines and vague offers is coming to an end. 34% of consumers say they would report companies for sending misleading email subject lines, according to Capterra.

In a digital world full of privacy concerns and information overload, trust has become a differentiator. Ethical email practices are no longer just “nice to have”—they’re essential.

What SMBs Should Do:

• Avoid clickbait and misleading language in subject lines and body content.

• Be transparent about data collection and usage.

• Provide easy opt-out options and respect unsubscribe requests immediately.

• Focus on delivering genuine value over gimmicks.

As Sabrina Khoulalène, Content Analyst at Capterra, puts it:

“SMBs must understand that consumer trust is essential to the success of their email marketing campaigns. By adopting ethical practices and offering real added value, they can not only retain their subscribers, but also strengthen their brand image.”

Takeaway: Ethical marketing isn’t just about compliance—it’s about long-term brand equity and customer loyalty.

The Future of Email Marketing for SMBs

Email marketing is far from obsolete—but it is undergoing a fundamental transformation. With higher consumer expectations and increasing scrutiny, SMBs must go beyond basic email tactics and:

• Prioritize relevance and personalization

• Improve signup experiences with clarity and incentives

• Embrace transparency and ethical marketing practices

By adapting to these evolving trends, SMBs can retain subscribers, boost campaign effectiveness, and build stronger, trust-based relationships with their audience.

As marketing agencies strive to balance operational costs and client demands in a challenging economic environment, cost-effective scaling is more important than ever. To support agency leaders in making data-driven decisions, Semify, a leading white-label SEO engine, has launched a new ROI of White-Label Marketing Calculator.

This tool enables agencies to instantly compare white-label vs. in-house digital marketing fulfillment, streamlining decision-making and identifying paths to improved gross margins.

The Challenge: Scaling Amid Rising Costs

According to AgencyAnalytics’ 2024 Marketing Agency Benchmarks Report, the majority of agencies are in a “growth stage,” with client acquisition cited as the biggest barrier to scaling. At the same time, nearly 40% of agencies were forced to raise their prices in response to inflation.

Agencies face increasing pressure to expand their service offerings and manage fulfillment efficiently—without burning out internal teams or losing profitability. This is where Semify’s calculator comes in.

The Solution: A Simple, Effective ROI Comparison Tool

Semify’s ROI of White-Label Marketing Calculator offers a user-friendly, spreadsheet-free solution for agencies to weigh the cost differences between in-house and outsourced fulfillment models.

Features of the ROI Calculator:

• Instant ROI assessment for white-label vs. in-house services

• Customizable inputs based on an agency’s size, team structure, and service offerings

• No pressure or gated sales process — download and use indefinitely

• Ideal for agency growth planning and internal financial reviews

Why It Matters:

This tool removes the guesswork from one of the most important decisions an agency can make—how to fulfill services profitably while scaling operations.

As Patrick Briggs, CEO of Semify, explains:

“This tool isn't just about numbers; it's about visualizing a future of shared expansion and profitability. By providing immediate comparisons across different fulfillment strategies, we empower our partners to make informed decisions that fuel their growth alongside ours.”

White-Label SEO: A Scalable Growth Engine

For 16 years, Semify has helped enterprise-level marketing organizations and agencies scale by plugging directly into their workflows with minimal disruption. Unlike traditional outsourcing models, Semify combines:

• Dedicated, US-based service teams

• Powerful API integrations

• End-to-end SEO and digital marketing product fulfillment

This approach allows agencies to expand service offerings without rebuilding their tech stack or hiring additional staff—a huge benefit for organizations seeking scalability and speed to market.

Empowering the Next Generation of Agency Growth

The newly released ROI calculator isn’t just a tactical tool—it reflects Semify’s broader commitment to transparency, collaboration, and agency success. It serves as a long-term resource for agencies navigating pricing decisions, strategic growth, and resource allocation.

Why This Tool Is Timely:

• Agencies need practical tools to validate growth strategies

• Client acquisition and retention are increasingly tied to service delivery excellence

• White-label fulfillment models offer flexibility, scalability, and cost-efficiency

By offering a free, customizable calculator, Semify is helping agency leaders take proactive control of their financial and operational roadmaps.

Smarter Scaling Through Data-Driven Tools

In today’s competitive marketing landscape, agencies must adopt smart, scalable solutions that protect their margins and fuel long-term growth. Semify’s ROI calculator does just that—enabling informed decisions, streamlining fulfillment strategy, and supporting agency expansion.

Whether you’re a small agency preparing for growth or a large firm looking to cut internal fulfillment costs, this tool is a valuable asset in the journey to more efficient and profitable service delivery.

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.