TechTarget, Salesloft join forces to streamline outbound B2B sales

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Logos of TechTarget and Salesloft are displayed on a blue background with a plus sign between them, highlighting their new partnership to enhance outbound sales efforts.

Informa TechTarget and Salesloft have launched a new integration aimed at helping B2B sales teams build and accelerate pipeline by automatically identifying and engaging prospects who are actively researching solutions.

The integration allows business development representatives (BDRs) to push TechTarget’s person-level intent data directly into Salesloft cadences – automating the handoff between marketing signals and outbound outreach. It’s designed to eliminate wasted effort on cold prospects and reduce the lag time between initial buyer interest and sales engagement.

According to the companies, the tool addresses a widespread inefficiency in outbound sales: 85% of BDRs are still spending time chasing leads who are not in an active buying cycle.

Aligning signals with sales execution

“Sales teams need more than lead volume – they need precise, timely signals that tell them which prospects are in-market right now,” said Jillian Coffin, SVP of customer enablement and strategy at Informa TechTarget. “By automatically delivering permissioned, high-intent contacts into Salesloft cadences tailored to relevant topics, we help reps meet pipeline goals with greater efficiency.”

The integration is powered by TechTarget’s Priority Engine platform, which identifies individuals showing early-stage buying signals through their digital activity. Those contacts can now be automatically added to corresponding Salesloft sequences based on topical alignment – eliminating manual handoffs and streamlining workflows.

Improving sales productivity and personalisation

Lesley Renna, SVP of alliances and ecosystem at Salesloft, said the combined solution gives sales teams “a meaningful advantage” by surfacing buyers with demonstrated interest and aligning them with content and outreach strategies that match their research intent.

Key benefits of the integration include:

  • Faster engagement: Buyers are added to cadences as soon as TechTarget detects interest, reducing the time to outreach.

  • Precision targeting: Sellers are only directed to engage with permissioned contacts who are actively researching relevant solutions.

  • Personalised outreach: Visibility into buyer pain points and content consumption enables BDRs to tailor messaging to each contact’s interests.

The companies said the solution is already delivering improved conversion rates among joint customers by reducing cold outreach and increasing message relevance.

Available now for existing customers

The integration is available at no extra cost for organisations with both a TechTarget Priority Engine Sales subscription and a Salesloft license. The companies are positioning it as a value-add for customers looking to move away from generic prospecting and toward data-driven, intent-based outreach strategies.

For B2B marketers and sales leaders under pressure to meet pipeline targets in a slower growth environment, the move offers another signal of where modern go-to-market strategies are heading—towards real-time data, tighter marketing-sales alignment, and automation that turns buyer intent into timely action.

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