DemandScience has entered into a strategic partnership with HG Insights and GTM Fabric to help B2B companies define, prioritize, and activate winnable accounts more efficiently to drive predictable pipeline.
As revenue accountability intensifies and boards demand a pipeline that is measurable and defensible, broad targeting and inflated intent signals are no longer sufficient. The combined model helps revenue teams identify truly winnable accounts and activate them with clarity and confidence.
Through this partnership, DemandScience introduces a more extensive Ideal Customer Profile (ICP) model that combines buying center, spend, and technographic intelligence, competitive context, and verified buyer research signals to create new audiences and activate demand generation programs that generate pipeline more efficiently.
DemandScience’s Schoettle Comments
Derek Schoettle, CEO of DemandScience said the partnership is about more than identifying the right winnable accounts and buying committees.
“It is about activating them and turning prioritization into predictable pipeline. Most B2B teams do not suffer from a lack of data,” said Schoettle in a statement. “They suffer from a lack of focus. By integrating verified market intelligence directly into activation, we help customers target winnable opportunities and move from signal to revenue outcome with far greater confidence.”
How the Partnership Works
Recent DemandScience research shows B2B organizations waste 25% of marketing budgets on phantom signals and activity that never converts to pipeline. Most B2B organizations already have intent signals, firmographic data, and ABM platforms. Yet many still struggle to answer a more fundamental question: which accounts are truly winnable, and why now.
Without deep intelligence into incumbent technology installs, competitive exposure, IT spend, and active buyer research behavior, revenue teams often spread resources thin across accounts unlikely to convert. The result is wasted spend, elongated sales cycles, and ICP definitions that lack depth and fail to deliver the right targets at the right time.
HG Insights Revenue Growth Intelligence Fabric provides deep technology install, spend and maturity intelligence, downstream buyer intelligence, account purchase propensity, and competitive context. GTM Fabric operationalizes that intelligence into prioritized, execution-ready account sets grounded in timing, replaceability, and conversion likelihood. DemandScience activates those accounts through precision multi-channel execution tied to delivering high-propensity leads and more efficient pipeline generation.
Focus on Mid-Market, Enterprise B2Bs
“Revenue Growth Intelligence only creates value when it informs action,” said Rajat Bhatnagar, SVP of Growth at HG Insights. “Our customers have realized 10X conversion and 49% revenue lift by applying our deep firmographic, technology, competitive, spend and intent intelligence to account prioritization. By embedding this context directly into DemandScience’s activation workflows, customer can accelerate funnel velocity and performance.”
The model is built for mid-market to enterprise B2B companies with complex sales cycles, competitive or displacement-driven strategies, and multi-stakeholder buying committees. It strengthens existing ABM, CRM, and intent systems by improving clarity around who to pursue, why now, and how to activate with confidence.
Offerings Powered by HG Insights, Trust Radius
Building on this partnership, DemandScience is introducing two new propensity-driven audience products that embed verified technographic, competitive, spend, and buyer research insights directly into demand programs, ensuring activation begins with the right accounts.
Propensity-Based Audience Activation: Targets companies based on refined ICP criteria using expanded technographic , firmographic, IT spend, usage, and competitive intelligence powered by HG Insights. Accounts are scored for propensity to convert and activated into demand programs to generate leads from statistically prioritized audiences.
In-Market Buyer Activation: Identifies and scores accounts demonstrating active purchase research behavior using HG TrustRadius buyer community signals, activating prioritized in-market audiences into lead generation programs.
Customers can deploy either product independently or combine both to apply dual-filter targeting for maximum confidence. Early use cases focus on three outcomes: higher win rates through precision prioritization of accounts where technology footprint, buying committees, and timing align for realistic conversion; efficient pipeline expansion into validated whitespace opportunities; and faster sales cycles by engaging buyers demonstrating active purchase signals or trigger events. Both products are available immediately.
“ICP has lived in slides for too long,” said Scott Smyth, CEO of GTM Fabric. “The advantage comes when competitive context and timing intelligence become operational targeting logic. Together with DemandScience and HG Insights, we are turning ICP into an executable system that fuels activation and stronger win rates.”
