Informa TechTarget and Demandbase Forge a Game-Changing B2B Marketing Alliance
In a groundbreaking move poised to transform the landscape of account-based marketing (ABM), Informa TechTarget and Demandbase have established a strategic partnership designed to empower companies in achieving superior business outcomes and maximizing ROI. This collaboration stands as a beacon for organizations seeking innovative solutions in the complex world of B2B marketing.
Exploring the Power of the Informa TechTarget and Demandbase Alliance
By integrating Informa TechTarget’s sophisticated account- and contact-level intent data with Demandbase’s robust ABM capabilities, this partnership enables go-to-market teams to prioritize and engage the most relevant accounts during the critical early stages of the buyer’s journey. According to industry experts, this union addresses crucial challenges faced by marketers today.
Tackling Challenges Head-On
Jillian Coffin, Senior Vice President of Customer Enablement and Strategy at Informa TechTarget, emphasizes the pressing issues of false positives and the complexity of identifying members within buying groups. She notes, “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.”
Why This Partnership Matters: Key Benefits
The Informa TechTarget and Demandbase alliance is tailored to significantly bolster ABM and sales intelligence initiatives. Here’s how:
Accurate Identification of In-Market Accounts: By merging Informa TechTarget’s first-party account intent data with Demandbase’s third-party insights, marketers can now double-verify intent, leaving no room for doubt regarding which accounts are actively considering purchases.
Early Discovery of Buying Groups: Informa TechTarget facilitates the identification of buying group members right at the start of their research journey. This precise targeting of those actively seeking relevant solutions mitigates the inefficiencies associated with traditional discovery methods, drastically improving ROI.
Transforming Interest into Action: Leverage TechTarget’s permissioned contacts by designing personalized, programmatic campaigns powered by Demandbase One, ensuring you convert more buyer interest into pipeline.
- Enhancing Operational Efficiency: The collaboration includes a direct integration of Informa TechTarget’s intent data into Demandbase One, streamlining workflows and empowering sales and marketing teams to act swiftly on verified signals of intent.
Vanessa Willett, VP of Ecosystems at Demandbase, affirms the positive shift this partnership heralds, stating, “By combining our mutual intent data and insights, our customers’ marketing strategies will be more effective and impactful.”
Data Integration: The Backbone of Success
A pivotal element of this partnership is the seamless integration of Account Intent Feeds with Demandbase One. This facilitation allows marketers to harness Informa TechTarget’s robust first-party account-level intent data, combined with Demandbase’s insights, to ascertain which accounts are genuinely in-market. This capability empowers sales and marketing teams alike, making it easier to act on verified purchase intent signals.
Informa TechTarget’s proprietary publishing model stands out, delivering an impressive 1.4 million+ directly observed and contextually relevant intent signals daily, as it interacts with a vast network of 50 million+ B2B professionals across 220+ trusted brands.
Notably, early adopters of this integration, such as Palo Alto Networks, have already experienced remarkable success. Jeremy Schwartz, Senior Manager of Global Lead Management & Strategy, articulates the transformation: “By powering Demandbase One with Informa TechTarget’s precise intent data, we’ve achieved significant lift in identifying more cross-sell opportunities and larger overall deal sizes.”
Conclusion: A New Era in B2B Marketing
As the marketing landscape evolves rapidly, the Informa TechTarget and Demandbase partnership is set to redefine the standards of engagement within B2B marketing. With detailed insights and access becoming available soon, effective collaboration in ABM has never been more possible.
For additional information on leveraging Informa TechTarget in conjunction with Demandbase, be sure to visit here.
This partnership marks the beginning of a new era, enabling companies to not only adapt but flourish in an increasingly competitive marketplace. Are you ready to take your ABM strategies to new heights?
