Informa TechTarget and Demandbase have announced a strategic partnership aimed at strengthening account-based marketing (ABM) by combining both companies’ intent data capabilities. The integration is designed to give B2B sales and marketing teams earlier, more accurate signals about which accounts and buying group members are actively researching solutions – helping teams prioritise better, shorten sales cycles, and increase pipeline.
The partnership will see Informa TechTarget’s first-party account- and contact-level intent data integrated directly into Demandbase One, allowing customers to access highly verified signals and activate them through programmatic and ABM campaigns.
The collaboration tackles two key pain points in intent-based marketing: identifying genuine buyer intent and pinpointing the right individuals within buying groups. With Demandbase offering third-party account-level insights and Informa TechTarget capturing more than 1.4 million intent signals per day across its network of over 220 B2B publications, the integration aims to provide a more complete view of in-market activity.
“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,” said Jillian Coffin, senior vice president of customer enablement and strategy at Informa TechTarget.
B2B companies using the combined solution will be able to:
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Double-verify intent by aggregating first-party and third-party data
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Identify buying group members early, based on contact-level insights
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Convert more interest into pipeline using Demandbase One’s campaign tools
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Streamline workflows through a direct integration between the two platforms
The partnership also reflects growing interest in aligning ABM and sales intelligence tools around real-time buyer activity, a move that has become increasingly important as organisations focus on buying group-based strategies rather than isolated leads.
According to Jeremy Schwartz, global lead management and strategy lead at Palo Alto Networks, the combined approach has already shown promising results. The company has used the integration to surface cross-sell opportunities and increase average deal sizes.
General availability of the integrated features is scheduled for 22 April 2025. Early adopters are already using the system to gain better insight into buying behaviour and improve go-to-market coordination.
With increasing pressure on marketers to prove ROI and reduce wasted outreach, this collaboration offers a timely solution to help B2B teams deliver more impact from their ABM efforts.
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