Informa TechTarget and Demandbase Announce Strategic Partnership, Empowering B2B Marketers to Deliver More Pipeline and Revenue from Account-Based Marketing with Integrated Intent Data
Informa TechTarget (Nasdaq: TTGT) and Demandbase have announced a strategic partnership to enhance account-based marketing (ABM) capabilities. The collaboration integrates TechTarget's first-party intent data, which captures 1.4M+ daily intent signals from 50M+ B2B professionals across 220+ brands, with Demandbase One™ platform.
The partnership features a direct integration of Account Intent Feeds with Demandbase One, enabling double verification of in-market accounts through combined first-party and third-party intent data. This integration helps identify active buying group members and enables targeted marketing campaigns.
The solution will be generally available on April 22, 2025. Early adopter Palo Alto Networks reports significant improvements in identifying cross-sell opportunities and larger deal sizes. TechTarget was recently recognized as a Leader and Customer Favorite in The Forrester Wave™: Intent Data Providers For B2B, Q1 2025.
Informa TechTarget (Nasdaq: TTGT) e Demandbase hanno annunciato una partnership strategica per migliorare le capacità di marketing basato su account (ABM). La collaborazione integra i dati di intenti di prima parte di TechTarget, che catturano oltre 1,4 milioni di segnali di intenti giornalieri da oltre 50 milioni di professionisti B2B in più di 220 marchi, con la piattaforma Demandbase One™.
La partnership prevede un'integrazione diretta dei Feed di Intenti degli Account con Demandbase One, che consente una doppia verifica degli account attivi sul mercato attraverso dati di intenti combinati di prima e terza parte. Questa integrazione aiuta a identificare i membri attivi dei gruppi di acquisto e consente campagne di marketing mirate.
La soluzione sarà generalmente disponibile dal 22 aprile 2025. Il primo adottante Palo Alto Networks riporta significativi miglioramenti nell'identificazione delle opportunità di cross-sell e delle dimensioni degli affari. TechTarget è stata recentemente riconosciuta come Leader e Preferita dai Clienti nel The Forrester Wave™: Intent Data Providers For B2B, Q1 2025.
Informa TechTarget (Nasdaq: TTGT) y Demandbase han anunciado una asociación estratégica para mejorar las capacidades de marketing basado en cuentas (ABM). La colaboración integra los datos de intención de primera parte de TechTarget, que capturan más de 1.4 millones de señales de intención diarias de más de 50 millones de profesionales B2B en más de 220 marcas, con la plataforma Demandbase One™.
La asociación presenta una integración directa de los Feeds de Intención de Cuentas con Demandbase One, lo que permite una doble verificación de las cuentas activas en el mercado a través de datos de intención combinados de primera y tercera parte. Esta integración ayuda a identificar a los miembros activos de los grupos de compra y permite campañas de marketing dirigidas.
La solución estará generalmente disponible el 22 de abril de 2025. El primer adoptante Palo Alto Networks informa mejoras significativas en la identificación de oportunidades de venta cruzada y en el tamaño de los acuerdos. TechTarget fue recientemente reconocida como Líder y Favorita de los Clientes en The Forrester Wave™: Intent Data Providers For B2B, Q1 2025.
Informa TechTarget (Nasdaq: TTGT)와 Demandbase가 계정 기반 마케팅(ABM) 기능을 향상시키기 위한 전략적 파트너십을 발표했습니다. 이 협력은 TechTarget의 1일 140만 개 이상의 의도 신호를 포착하는 1차 의도 데이터와 220개 이상의 브랜드에 걸쳐 5000만 명 이상의 B2B 전문가와 Demandbase One™ 플랫폼을 통합합니다.
이 파트너십은 Demandbase One과의 계정 의도 피드를 직접 통합하여 1차 및 3차 의도 데이터를 결합하여 시장 내 계정을 이중으로 검증할 수 있도록 합니다. 이 통합은 활성 구매 그룹 구성원을 식별하고 타겟 마케팅 캠페인을 가능하게 합니다.
이 솔루션은 2025년 4월 22일에 일반적으로 제공될 예정입니다. 조기 채택자인 Palo Alto Networks는 교차 판매 기회를 식별하고 거래 규모를 늘리는 데 있어 상당한 개선을 보고했습니다. TechTarget은 최근 The Forrester Wave™: Intent Data Providers For B2B, Q1 2025에서 리더 및 고객 선호도로 인정받았습니다.
Informa TechTarget (Nasdaq: TTGT) et Demandbase ont annoncé un partenariat stratégique pour améliorer les capacités de marketing basé sur les comptes (ABM). La collaboration intègre les données d'intention de première partie de TechTarget, qui capturent plus de 1,4 million de signaux d'intention quotidiens de plus de 50 millions de professionnels B2B à travers plus de 220 marques, avec la plateforme Demandbase One™.
Ce partenariat présente une intégration directe des Flux d'Intention de Compte avec Demandbase One, permettant une double vérification des comptes actifs sur le marché grâce à des données d'intention combinées de première et de troisième partie. Cette intégration aide à identifier les membres actifs des groupes d'achat et permet des campagnes de marketing ciblées.
La solution sera généralement disponible le 22 avril 2025. Le premier utilisateur Palo Alto Networks signale des améliorations significatives dans l'identification des opportunités de vente croisée et des tailles de contrats plus importantes. TechTarget a récemment été reconnu comme Leader et Favori des Clients dans The Forrester Wave™: Intent Data Providers For B2B, Q1 2025.
Informa TechTarget (Nasdaq: TTGT) und Demandbase haben eine strategische Partnerschaft angekündigt, um die Fähigkeiten des Account-Based Marketing (ABM) zu verbessern. Die Zusammenarbeit integriert die First-Party-Intent-Daten von TechTarget, die täglich über 1,4 Millionen Intent-Signale von mehr als 50 Millionen B2B-Profis aus über 220 Marken erfassen, mit der Demandbase One™-Plattform.
Die Partnerschaft umfasst eine direkte Integration der Account Intent Feeds mit Demandbase One, die eine doppelte Überprüfung der aktiven Markt-Accounts durch kombinierte First-Party- und Third-Party-Intent-Daten ermöglicht. Diese Integration hilft, aktive Mitglieder von Kaufgruppen zu identifizieren und ermöglicht gezielte Marketingkampagnen.
Die Lösung wird voraussichtlich am 22. April 2025 allgemein verfügbar sein. Der frühe Anwender Palo Alto Networks berichtet von erheblichen Verbesserungen bei der Identifizierung von Cross-Selling-Möglichkeiten und größeren Dealgrößen. TechTarget wurde kürzlich als Marktführer und Kundenfavorit in The Forrester Wave™: Intent Data Providers For B2B, Q1 2025 anerkannt.
- Strategic partnership enhances ABM capabilities through integration of valuable intent data
- Access to 50M+ B2B professionals and 1.4M+ daily intent signals
- Early customer success with Palo Alto Networks reporting larger deal sizes
- Recognition as Leader in Forrester Wave for Intent Data Providers
- None.
Insights
The strategic partnership between Informa TechTarget and Demandbase represents a meaningful enhancement to both companies' value propositions in the B2B marketing technology space. This collaboration directly addresses two critical challenges in the account-based marketing landscape: reducing false positives in intent signals and accurately identifying active buying group members at the right time.
The integration creates a differentiated offering by combining TechTarget's first-party intent data (recently recognized as a Leader in The Forrester Wave™) with Demandbase's ABM platform capabilities. The partnership allows for double-verification of intent signals, which should increase the accuracy of identifying truly in-market accounts—a persistent pain point for B2B marketers trying to optimize campaign efficiency.
The customer validation from Palo Alto Networks citing "significant lift in identifying more cross-sell opportunities and larger overall deal sizes" provides early evidence of potential value creation. This suggests the integration delivers tangible business outcomes rather than just technical integration.
From a competitive standpoint, this partnership strengthens TechTarget's ecosystem integration strategy and enhances the practical utility of their intent data assets. For existing customers of both platforms, this removes integration friction and potentially improves ROI from their marketing technology investments.
While the financial terms aren't disclosed, the partnership appears primarily focused on technical integration and go-to-market alignment rather than representing a substantial new revenue stream for either company in the near term.
Recently recognized as a Leader and a Customer Favorite in The Forrester Wave™: Intent Data Providers For B2B, Q1 2025, Informa TechTarget’s first-party intent data is accurate and reliable because our proprietary publishing model captures 1.4M+ directly observed and contextually relevant intent signals each day as our audience of 50M+ B2B professionals interacts with content across our owned network of 220+ trusted brands. As part of this partnership, Informa TechTarget is releasing a direct integration of Account Intent Feeds with Demandbase One, allowing marketers to leverage Informa TechTarget’s first-party account-level intent data and third-party account-level intent data from Demandbase to double-verify which accounts are truly in market and making it easier for both sales and marketing teams to act on those verified purchase intent signals.
“Two of the biggest challenges companies face with activating intent data are too many false positives for accounts showing intent and identifying members of the buying group actively researching solutions right now,” said Jillian Coffin, Senior Vice President of Customer Enablement and Strategy at Informa TechTarget. “Together, Informa TechTarget and Demandbase help 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.”
Informa TechTarget’s partnership with Demandbase further strengthens account-based marketing (ABM) and sales intelligence enabling both sales and marketing to focus their efforts on accounts with real buying intent and members of the buying group who are actively conducting research right now. Go-to-market teams can now use the combined strength of Informa TechTarget and Demandbase to:
- Identify and prioritize in-market accounts by aggregating Informa TechTarget’s first-party account intent data with third-party account intent data from Demandbase to double-verify intent.
- Uncover buying group members early in their journey with Informa TechTarget’s leading contact-level intent data that pinpoints who is actively researching relevant solutions and topics they care about most. This precise data helps eliminate much of the guesswork and wasted outreach of traditional buying group discovery tactics, increasing time to value and ROI.
- Convert more buyer interest into pipeline by targeting TechTarget’s permissioned contacts with personalized, programmatic and social advertising and ABM campaigns from Demandbase One.
- Improve operational efficiency by seamlessly importing Informa TechTarget’s intent data into Demandbase One via direct integration (account) and streamlined workflows (contact).
“Our partnership and integration with Informa TechTarget will help our mutual customers improve conversion rates and shorten sales cycles,” said 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.”
“Palo Alto Networks has been transforming our revenue process to focus on buying groups and change the way sales and marketing work together,” said Jeremy Schwartz, Senior Manager, Global Lead Management & Strategy, Palo Alto Networks. “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 – critical for an org with our breadth of solutions.”
The integration of Informa TechTarget Account Intent Feeds with Demandbase One is already delivering results for select customers, with detailed insights and general access expected to be available on April 22, 2025.
To learn more about using Informa TechTarget with Demandbase, visit here or come see us at Booth #240 in the Marketplace at Forrester B2B Summit in
About Informa TechTarget
TechTarget, Inc. (Nasdaq: TTGT), which also refers to itself as Informa TechTarget, informs, influences and connects the world’s technology buyers and sellers, helping accelerate growth from R&D to ROI.
With a vast reach of over 220 highly targeted technology-specific websites and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market.
Underpinned by those audiences and their data, we offer expert-led, data-driven, and digitally enabled services that have the potential to deliver significant impact and measurable outcomes to our clients:
- Trusted information that shapes the industry and informs investment
- Intelligence and advice that guides and influences strategy
- Advertising that grows reputation and establishes thought leadership
- Custom content that engages and prompts action
- Intent and demand generation that more precisely targets and converts
Informa TechTarget is headquartered in
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About Demandbase
Demandbase is the leading account-based GTM platform for B2B enterprises to identify and target the right customers, at the right time, with the right message. With a unified view of intent data, AI-powered insights, and prescriptive actions, go-to-market teams can seamlessly align and execute with confidence. Thousands of businesses depend on Demandbase to maximize revenue, minimize waste, and consolidate their data and technology stacks – all in one platform. For more information about how Demandbase can help you scale your GTM strategy, visit www.demandbase.com.
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Demandbase Contact
Kristin Hege
PR@demandbase.com
480.540.6496
Informa TechTarget Contact
Garrett Mann
Vice President, Corporate Communications
Informa TechTarget
garrett.mann@informatechtarget.com
Source: TechTarget, Inc.
FAQ
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