Key takeaways
- Joint customers will be able to access Informa TechTarget’s person-level Buyer Intelligence natively in Demandbase One beginning in January 2027, creating deeper visibility into buying group behavior.
- The integration is designed to help B2B marketing and sales teams improve ABM scoring, account prioritization, buying group identification and multi-channel activation.
Informa TechTarget will integrate its proprietary Buyer Intelligence solution with Demandbase at the start of 2027
Beginning in January next year, joint customers will be able to access Informa TechTarget’s directly observed, person-level intent data and click-level, behavioral insights natively within Demandbase One. This means that every individual click, download, content view, and search query from buying group members within Informa TechTarget’s audience ecosystem will be viewable.
Capturing these granular, AI-ready data points directly within Demandbase will enable even more sophisticated ABM scoring and prioritization, propensity modeling, buying group identification, account list creation, and multi-channel activation, according to officials from both companies
Demandbase Users To Gain Native Access To Person-Level Buyer Intent Signals
This expanded partnership will make it easier than ever for B2B marketing and sales teams to access some of the richest buyer intelligence available in B2B via the industry’s leading account-based GTM platform.
“Demandbase is one of our premier partners and a leader in GTM orchestration and ABM alignment, and integrating our Buyer Intelligence into their platform is a major priority for Informa TechTarget,” said Luke Thornton, Head of Revenue Operations, Strategy & Corporate Development, Informa TechTarget, in a statement. “With this new integration, we’ll make it easier than ever for our shared customers to seamlessly incorporate our high-quality, exclusive, person-level signals into their ABM programs within Demandbase. B2B marketing and sales teams will be able to move from signal to action faster and with far greater precision than ever possible before.”
Partnership Aims To Improve ABM Targeting, Prioritization And Pipeline Precision
With advanced account targeting capabilities and the detailed intelligence to drive hyper-personalized engagement at scale, this powerful combination will allow teams to dramatically increase ABM effectiveness and accelerate opportunities and revenue with the accounts and buying teams that matter the most. These specific, directly observed behavioral data and intent signals—such as Content Pain Points, Content Topics, and Activity Scores—come from known, opted-in contacts, offering visibility into buyer behavior not available anywhere else.
Buyer Intelligence is Informa TechTarget’s exclusive person-level intent data and insights, derived from the directly observed actions of its global business and technology decision-maker audience—whose members generate 1.9 million exclusive intent signals daily—based on the trusted expert guidance of Informa TechTarget’s award-winning editorial properties and BrightTALK webinar communities.
“The more we understand about who’s buying and what matters to them, the more effective every go-to-market decision becomes,” said David Fiori, Senior Manager of Partnerships, Demandbase. “By bringing Informa TechTarget’s person-level insights together with Demandbase’s account intelligence and activation capabilities, we’re giving customers an even clearer picture of their buyers, and greater precision in turning that understanding into pipeline.”
Demandbase customers interested in learning more about incorporating Informa TechTarget’s Buyer Intelligence into their ABM workflows are encouraged to contact their Informa TechTarget representative to schedule a consultation. To learn more about Buyer Intelligence, click here.
