DemandScience teams up with HG Insights and GTM Fabric to help B2B companies target the right accounts, reduce wasted spend, and build predictable pipeline.
DemandScience has announced a strategic partnership with HG Insights and GTM Fabric to help B2B companies better identify and target high-potential customer accounts. The collaboration aims to improve how revenue teams define their ideal customers and activate demand generation programs more efficiently.
With increasing pressure from leadership and boards to deliver measurable and predictable pipeline, many B2B companies are rethinking their targeting strategies. Broad outreach and inflated intent signals are no longer delivering reliable results.
DemandScience cites research showing that nearly 25 percent of marketing budgets are wasted on signals and activities that never convert into actual pipeline opportunities.
The partnership brings together complementary capabilities. HG Insights provides deep intelligence into companies’ technology environments, IT spending, competitive exposure, and buyer research behavior. This data helps determine which organizations are more likely to upgrade or replace their existing technology.
GTM Fabric then translates this intelligence into prioritized account lists based on timing, purchase likelihood, and competitive context, making them ready for execution. DemandScience activates those accounts through multi-channel marketing programs designed to generate high-propensity leads and more efficient pipeline growth.
The combined model is built primarily for mid-market and enterprise B2B companies with complex sales cycles and multiple stakeholders involved in purchasing decisions. Rather than replacing existing ABM, CRM, or intent systems, the solution is designed to strengthen them by improving clarity around which accounts to pursue, why they are likely to convert, and how to approach them strategically.
As part of this initiative, DemandScience is also introducing new propensity-driven audience products that embed technographic, competitive, IT spend, and buyer research insights directly into demand generation programs. These solutions allow companies to focus on accounts statistically more likely to convert, as well as those actively researching purchases.
The goal is to help organizations increase win rates, expand pipeline into validated opportunities, reduce wasted marketing spend, and shorten sales cycles by engaging buyers at the right time. Both new products are available immediately, signaling a broader shift toward more accountable and intelligence-driven pipeline generation in the B2B industry.
