Informa TechTarget Partners With Outreach To Enhance Sales Pipeline Growth Through Smarter Prospecting Solutions

Informa TechTarget and Outreach Forge Strategic Partnership to Revolutionize Sales Prospecting

In a groundbreaking move designed to transform how companies identify and engage with potential buyers, Informa TechTarget, Inc. (Nasdaq: TTGT), a global leader in intent data and insights for the B2B technology sector, has announced a strategic partnership with Outreach, the premier workflow-first sales execution platform. This collaboration aims to bridge the gap between buyer research and sales engagement, empowering mutual customers to drive better business outcomes through smarter prospecting strategies.

The integration of Informa TechTarget’s proprietary purchase intent data platform, Priority Engine, with Outreach’s advanced sales tools enables sales teams to streamline workflows and enhance efficiency. By leveraging precise, person-level intent data, reps can now focus their efforts on high-priority prospects who are actively researching relevant topics and solutions. This ensures that outreach is both timely and relevant, significantly improving conversion rates and accelerating deal velocity.

Addressing a Persistent Challenge in Sales

According to industry statistics, roughly 9 out of 10 initial conversations initiated by Business Development Representatives (BDRs) fail to progress through the sales cycle. Jillian Coffin, Senior Vice President of Customer Enablement and Strategy at Informa TechTarget, emphasized the importance of addressing this challenge head-on. “Our new integration is designed to fuel timely and meaningful engagement, which is critical for maximizing conversion and pipeline impact,” she explained. “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 during their active buying journey.”

This seamless integration allows sales teams to instantly add Active Prospects—individuals who have demonstrated intent to purchase—into relevant Outreach sequences with just one click. Additionally, Active Prospects can be automatically exported to topically aligned Outreach sequences on a weekly basis, ensuring continuous alignment with evolving buyer needs.

Key Benefits of the Partnership

The Informa TechTarget-Outreach partnership offers several key benefits that empower sales teams to work smarter and more effectively:

Increased Efficiency and Focus
Informa TechTarget’s precise, person-level intent data helps reps quickly identify and prioritize prospects who have shown genuine interest in specific solutions. This allows them to concentrate their efforts on accounts and individuals exhibiting active buying behavior, eliminating wasted time on unqualified leads.
Timely Engagement
One of the standout features of this integration is its ability to deliver permissioned buyers directly to Outreach in real-time. Informa TechTarget continuously identifies new prospects from in-market accounts who are actively researching relevant topics across its vast editorial network. These automated workflows reduce the time it takes to act on intent signals, enabling reps to engage prospects while they are still in the research phase. Early engagement increases the likelihood of getting into deals sooner and positioning themselves as trusted advisors.
Improved Conversion Rates
The integration provides deep, real-time insights into the specific needs, pain points, and current interests of each individual buyer. Armed with this contextual intelligence, sellers can personalize every touchpoint based on a prospect’s demonstrated interests. This personalized approach fosters meaningful conversations that resonate with buyers, driving higher conversion rates and ultimately increasing opportunities within the sales pipeline.

How It Works

For companies already subscribed to Priority Engine Sales, the integration is available at no additional cost. However, users must also hold an Outreach license to take full advantage of the combined capabilities. Once activated, the system automatically syncs Active Prospects identified by Informa TechTarget with Outreach sequences tailored to those prospects’ interests and behaviors. This ensures that every interaction is contextually relevant and strategically timed.

A Game-Changer for Sales Teams

The Informa TechTarget-Outreach partnership represents a significant leap forward in sales technology. By combining Informa TechTarget’s unparalleled intent data with Outreach’s robust sales execution platform, the integration equips sales teams with the tools they need to succeed in today’s competitive market. From booking more meetings to creating richer pipelines and accelerating deal closures, this powerful combination addresses some of the most persistent challenges in modern sales.

As Jillian Coffin aptly put it, “This isn’t just about making sales teams more efficient—it’s about helping them build stronger relationships with buyers by meeting them where they are in their journey.” With this integration, companies can ensure that their outreach efforts are not only timely but also deeply informed by real-time buyer behavior.

Availability and Next Steps

The Informa TechTarget-Outreach integration is now available to all Priority Engine Sales subscribers at no extra charge, provided they also possess an Outreach license. Companies looking to harness the power of this innovative solution can learn more by visiting the official website or contacting their respective account managers.

In an era where buyers are inundated with generic pitches and irrelevant content, the ability to deliver personalized, timely, and insightful engagement is a game-changer. Through this strategic partnership, Informa TechTarget and Outreach are setting a new standard for intelligent prospecting, enabling businesses to achieve unprecedented levels of success in their sales efforts. Whether you’re aiming to boost pipeline growth, improve conversion rates, or simply make your sales process more efficient, this integration promises to deliver tangible results.

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: