Affect Performance Team

|News|Nov 11, 2026

Demandbase Integrates Informa TechTarget Buyer Intelligence for B2B ABM

On October 21, 2026, Informa TechTarget announced an expanded partnership with Demandbase. The companies are integrating Buyer Intelligence, a system for analyzing purchase intent at the level of individual people, directly into the Demandbase One platform. Unlike traditional Account Intent Data, which shows a company's general interest in a certain topic, the new integration will make it possible to see the actions of specific members of the buying group: clicks on content, article views, document downloads, and search queries.

The first capabilities will become available to joint customers in January 2027, and completion of the integration is planned for the first quarter of 2027. The main scenarios include identifying Buying Groups, prioritizing accounts, personalizing communications, and using behavioral signals in Demandbase predictive models.

From Account Intent to Data at the Level of Individual Buyers

Traditional B2B Intent Data usually shows that a certain company is demonstrating increased interest in a specific topic. For example, the system can determine that an organization's employees are actively researching solutions for Customer Data Platforms. Such a signal is useful for prioritizing an account, but it does not necessarily answer the questions of who exactly is conducting the research, what problems they are trying to solve, and what content they are studying.

Buyer Intelligence adds the next level of detail. Informa TechTarget collects signals across its own network of professional publications and educational resources, including the BrightTALK webinar communities. The users of these resources are registered professionals who interact with technical and business content.

The system records specific actions related to researching solutions: reading publications, watching videos, attending webinars, downloading content, and search queries. The integration will make it possible to pass such data to Demandbase, linking the activity of individual professionals to the corresponding companies and buying groups. For example, instead of a generalized signal "The company is interested in cloud security," the marketing team will be able to see which known professionals are researching the relevant solutions and which aspects specifically interest them.

This expands personalization capabilities but does not mean monitoring all of a specific person's internet activity. The recorded actions are limited to sources that are part of the Informa TechTarget research ecosystem.

Direct Behavioral Signals Instead of Probabilistic User Identification

Informa TechTarget separately emphasizes the origin of its data. Many B2B Intent Data providers collect anonymous signals at the device or company level and then use algorithms to probabilistically identify the organization or a specific employee. For example, an IP address can suggest that a representative of a certain company visited a website. However, such a signal does not necessarily make it possible to identify the specific person and their intentions.

Informa TechTarget uses a different model. Signals come from known registered professionals who have granted the necessary permissions to use their data. Therefore, for a recorded action, the provider can link the content viewed to a specific member of its own audience.

At the same time, directly observing an action does not prove that the person intends to make a purchase.

A professional may be studying a product to prepare an article, for internal research, for professional training, or to compare solutions without an approved budget.

Consequently, a personal Intent Signal more accurately describes the fact of research activity, but by itself it does not confirm the existence of a commercial project.

For ABM, it is important to combine such signals with CRM data, company characteristics, interaction history, and other indicators of purchase readiness.

What Buyer Intelligence Data Will Be Available in Demandbase

In the official announcement, the companies highlight several types of information.

Content Topics describe the topics of the content that members of the buying group are studying.

For example, if a professional reads publications about server-side attribution, Customer Data Platforms, and CRM integration, these actions help determine the scope of their current interests.

Content Pain Points make it possible to explore the problems and tasks related to the content consumed.

Unlike simple keyword classification, this approach focuses on understanding the business problems that the potential buyer is researching.

Activity Scores characterize the intensity of research activity.

In addition, individual behavioral events will be available, including clicks, views, downloads, and search queries. This data can be used to build account lists, prioritize contacts, and set up marketing scenarios. For example, several employees of one organization may simultaneously be studying different aspects of a CRM implementation: integrations, security, cost, and functionality.

The combination of their actions provides more detailed context than a single Account Intent Score.

However, Informa TechTarget has not yet disclosed the full list of fields that will appear in Demandbase or the rules for calculating individual scores within the future integration.

Identifying Buying Groups and the Distribution of Interests Among Members

One of the main uses of Buyer Intelligence is identifying members of buying groups. In enterprise sales, a decision is rarely made by one person. For example, when choosing a marketing technology platform, the process may involve the head of marketing, a CRM specialist, the IT team, the finance department, and employees responsible for information security.

Each member studies their own questions. The CRM specialist is interested in integrations and data structure. The CFO is interested in total cost of ownership and cost-effectiveness. The IT team is interested in security and technical requirements. Account Intent shows the organization's general research interest.

Person-Level Intent helps determine which topics individual known professionals are studying and how their activity is distributed within the company. This allows Sales and Marketing to adjust the content of communications. For example, instead of sending all members of the buying group the same content about the product's benefits, you can offer the IT specialist information about integrations and offer the head of marketing a description of commercial scenarios.

However, the presence of several active professionals does not guarantee that they belong to the same formal Buying Group.

The connection between research activity, job functions, and a specific purchasing project needs to be verified separately.

Using Signals in Account Scoring and Predictive Models

Demandbase applies Intent and Engagement data to prioritize accounts. The new integration will make it possible to supplement existing models with more detailed behavioral features. For example, two potential customers may have the same overall level of interest in a category.

However, in the first company one professional is conducting the research, while in the second several employees from different departments are actively studying content related to implementing the solution.

Such differences can be used when assessing the likelihood of moving to the next stage of a deal. Informa TechTarget and Demandbase name ABM Scoring, Account Prioritization, and Propensity Modeling among the intended areas of the integration. This will make it possible to take the activity of individual people into account in existing Demandbase prioritization systems.

For Revenue Operations, it is especially important that the signals can be used together with other company characteristics rather than analyzed only in the data provider's separate interface.

At the same time, the presence of new features does not guarantee an improved forecast.

To assess their actual value, you need to check the change in model accuracy: for example, whether the share of accounts with confirmed commercial opportunities is growing among the priority companies selected by the system. The impact of the integration on forecast quality has not yet been confirmed by independent results from its use.

From Buyer Intelligence to Multichannel ABM Activation

Informa TechTarget plans to use personal signals not only for analytics but also for launching marketing actions through Demandbase. For example, if several members of a buying group are studying a certain technology, the company can include the corresponding account in a special ABM program. Next, the marketing team can use coordinated advertising and communication tools to work with this account.

Possible scenarios include building Account Lists, personalizing content, launching ad campaigns, and passing information to the sales team. For example, a B2B SaaS company can single out organizations whose employees are actively studying Marketing Automation and prepare a specialized campaign for them. Individual group members can receive more specific content that matches their professional interests, if the available permissions and tools allow such interaction.

It is important to distinguish between identifying a person in the Informa TechTarget database and the ability to target them directly with ads. Having a personal Intent Signal does not guarantee that the same person will be available for individual targeting on LinkedIn, Google Ads, or another advertising system. Activation depends on the quality of identifier matching, the availability of contact data, user consent, and the rules of the specific advertising platform.

AI Features: Pain Points, Pitch Assist, and Persona Intelligence

The new integration uses Buyer Intelligence capabilities that Informa TechTarget introduced separately on September 15, 2026. The product includes several AI tools for interpreting buyer signals.

Pain Points analyzes the content consumed and helps determine the business problems that professionals are researching.

For example, if a potential buyer is studying content about data loss between advertising systems and CRM, the system can highlight integration and attribution quality problems.

Pitch Assist uses this context to prepare recommendations for sales communication.

Instead of a generic product offer, the Sales team gets message options related to the company's presumed needs.

Persona and ICP Intelligence helps analyze active market segments, the roles of potential buyers, and how well companies match the ideal customer profile.

The tool can also suggest revising the Ideal Customer Profile if the data shows interest from previously underestimated segments.

However, the September launch of Buyer Intelligence and the October announcement of the Demandbase integration are different events.

Not all Buyer Intelligence features will automatically become available directly in the Demandbase interface from the beginning of 2027. The specific scope of the integration will be determined by its technical implementation and access terms.

The Existing Account Intent Feeds Integration Already Works

The partnership between Demandbase and Informa TechTarget does not start from scratch. Previously, the companies integrated Account Intent Feeds, the passing of Intent Data at the organization level. This mechanism already makes it possible to use Informa TechTarget data in Demandbase to build segments, reporting, Journey Stages, Predictive Scores, and marketing campaigns.

In the existing integration, data is matched to accounts by corporate domain. The update is performed weekly. After the initial connection, data usually appears in Demandbase within 48 hours.

Using it requires an Informa TechTarget Account Intent Feeds subscription, active segments, and the corresponding administrator permissions. The current integration differs from the one announced for 2027. Account Intent Feeds mainly passes aggregated indicators of organizations' interest.

Buyer Intelligence will provide more detailed signals of individual known people and their specific actions. This fundamentally expands the depth of data available for analyzing Buying Groups but does not replace the existing Account Intent infrastructure.

The Scale of the Informa TechTarget Research Audience

Informa TechTarget states that its professional audience includes more than 58 million B2B professionals who have consented to the corresponding use of their data. The company also reports recording approximately 1.9 million buyer activity signals daily. The source is its own network of professional content, including industry publications, research, and BrightTALK webinars.

This allows the provider to analyze interactions with content intended for professionals involved in selecting enterprise technologies and services.

However, the size of the registered audience is not the same as the number of actively researching buyers.

Not all registered professionals show interest in a specific period. In addition, 1.9 million events per day do not mean 1.9 million unique potential buyers: one person can perform several actions. For a practical assessment of coverage, you should take into account geography, industry, specialization, the availability of the necessary job roles, and the activity period.

Therefore, for a small B2B company, what matters more is not the global size of the database but the number of relevant professionals and accounts within its specific Target Addressable Market.

Limitations of Person-Level Intent for B2B Marketing

Personal signals increase the level of detail in audience research but do not automatically solve all ABM tasks.

First, Informa TechTarget data reflects activity within a certain content ecosystem. Research conducted through other resources may remain unobserved.
Second, identified activity does not necessarily mean purchase readiness.

Reading a technical guide or attending a webinar may be related to professional training rather than a commercial project.

Third, the fact that the provider has permission to process data does not relieve the marketing team of complying with the rules for using contacts and communications.
Fourth, personal Intent should not be confused with Website Visitor Identification.

Buyer Intelligence is based on known professionals who interact with Informa TechTarget resources. It does not mean automatically identifying every visitor to a company's website. Therefore, for a full-fledged ABM system, it is advisable to combine this data with CRM, corporate analytics, First-Party Engagement, Website Visitor Identification, and the results of the sales team's work. The reliability and commercial value of the signals need to be verified on specific customers and deals.

Availability of the Demandbase and Informa TechTarget Integration

On October 21, 2026, the companies announced a development plan for the new integration. Starting in January 2027, joint customers are expected to get access to Informa TechTarget personal signals directly inside Demandbase. Completion of the expanded integration is planned for the first quarter of 2027.

This means that as of the announcement date, the new functionality is not yet generally available.

Existing Account Intent Feeds users can continue to work with the current integration, but they should not assume that all the new Buyer Intelligence fields have already appeared in their accounts. Informa TechTarget recommends that interested customers contact their representative to clarify connection terms and plan their use. The cost of the new integration, the list of plans, and the exact schedule for providing individual features have not been officially disclosed.

Demandbase and Informa TechTarget: Developing ABM Based on Personal Signals

Demandbase is an Account-Based Marketing and Go-to-Market platform that brings together data on organizations, Intent Signals, segmentation tools, predictive scores, and marketing campaign activation. Informa TechTarget provides B2B data and research signals obtained from its own professional audience. The new integration will combine Demandbase Account Intelligence with personal Buyer Intelligence data.

This will make it possible to analyze not only the fact of an organization's research activity but also the actions of individual known professionals, their interests, and their presumed tasks. For B2B marketing, three scenarios are the most significant: more accurate identification of Buying Groups, the use of personal signals when prioritizing accounts, and preparing communications based on the topics buyers are studying.

At the same time, the key difference from regular Account Intent Data is the depth of the source behavioral data, not a guarantee of higher conversion.

The actual effectiveness of the integration can be assessed after its launch in 2027 by comparing the quality of identifying relevant accounts, contact groups, and commercial opportunities.