Informa TechTarget and Outreach Join Forces to Transform Intelligent Prospecting and Accelerate B2B Sales Pipelines

Informa TechTarget, a global leader in purchase intent data and B2B technology insights, has announced a strategic partnership and integration with Outreach, the leading workflow-first sales execution platform. This collaboration enables joint customers to seamlessly align buyer intent signals with sales outreach, helping teams engage active buyers at the right moment—driving more meetings, richer conversations, stronger pipelines, and faster deal cycles.

“Roughly 9 out of 10 initial conversations with BDRs never progress through the sales cycle. Our new integration addresses this challenge head-on by fueling the timely and relevant engagement required to maximize conversion and pipeline impact,” said Jillian Coffin, Senior Vice President of Customer Enablement and Strategy, Informa TechTarget. “By automatically adding Informa TechTarget’s Active Prospects directly into topically aligned Outreach sequences, reps can dramatically improve their ability to connect with warm contacts when they’re actively researching relevant topics and solutions.”

Unlocking Intelligent Sales Engagement with Intent-Driven Automation

The integration connects Informa TechTarget’s Priority Engine®, a proprietary platform for real-time purchase intent data, directly with Outreach’s sales execution workflows. As a result, sales reps can act quickly on high-intent signals and prioritize outreach to prospects who are actively in-market.

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Key Capabilities Include:

• Seamless Workflow Automation: Instantly add Active Prospects into relevant Outreach sequences with one click—eliminating manual steps and speeding up sales execution.
• Weekly Prospect Syncing: Automatically export new in-market prospects from Priority Engine into Outreach sequences based on topical alignment.
• Smart Prioritization: Enable reps to focus on prospects with verified buying intent and reduce time wasted on unqualified leads.

Strategic Benefits of the Integration:

• Improved Sales Efficiency: With person-level data showing real-time solution interest, sales teams can prioritize prospects most likely to convert—maximizing productivity and ROI.
• Faster Time to Engagement: Outreach users receive fresh prospects actively researching on TechTarget’s network, ensuring outreach happens when buyer intent is at its peak.
• Higher Conversion Rates: Armed with deep insights into individual buyer needs, pain points, and topical interests, sellers can personalize each touchpoint, improving engagement and increasing opportunity conversion.

This partnership brings together two category leaders to streamline sales prospecting, helping organizations convert intent into impact—faster and more effectively.