These Martech and Adtech Partnerships Help B2B Brands Get Data

Martech, short for marketing technology, refers to technologies used with the intention of reaching potential customers. Advertising technology or adtech, is likewise the array of technologies that help businesses deliver suitable ads to specifically targeted audiences. B2B brands may need both to find and use data for a variety of purposes, and the evolution of the martech space is especially intriguing.

In his 2020 assessment of the martech space, Scott Brinker, lead editor of observed a recent shift:

“…there are more platform ecosystems with a blending of software and services business models. This reflects the fact that marketers are now looking for solutions that help them address multiple needs in a single place rather than using different apps for different purposes. It’s a shift that marks the evolution of martech from a disparate set of siloed tools into fully integrated solutions.”

According to Forrester Research, the global martech market size is projected to reach roughly $25 billion by 2023 with a high likelihood of continued growth.

Martech and Adtech Relationships Make Marketers’ Job Easier

As True Influence has grown, so has the market for our quality data, leading to an expanding list of partnerships with companies within martech and adtech sectors. Here’s a rundown of some of the martech and adtech leaders we work with, and how the relationships benefit data-driven B2B brands.

Over of Martech Partnerships and Relationships


Eloqua is a software-as-a-service (SaaS) platform for marketing automation. B2B marketers and companies use the platform to oversee lead generation campaigns and track opened emails, visitor behavior and customer activity. The native Eloqua application puts premium intent data directly in the hands of marketers for easier programmatic outreach.


HubSpot works with brands in the B2B space to attract visitors, convert leads and close deals. The HubSpot all-in-one-place customer relationship management (CRM) platform becomes the total package with our premium intent data. Manage pipeline, log sales activity and store contact data from True Influence. Our Marketing Cloud supports Hubspot integration to make campaign automation, analysis and ad personalization easier.


Marketo is dedicated to giving B2B marketers plenty of tools for success, and so are we. With quality and timing, our intent data meets Marketo criteria for successful lead generation and ABM, and our Marketo integration automates ABM initiatives. The SaaS-based marketing automation software helps companies automate and measure many functions, workflows and engagement.


Salesforce is an integrated customer relationship management (CRM) solution that brings customers and companies together. Marketing, sales and operations benefit from a single yet shared “scope-of-customer”. True Influence intent data comes ready to integrate with Salesforce for campaign optimization, account monitoring and management, and sales and marketing alerts. When there’s intent activity within named accounts, you can make data-driven recommendations.

Over of Adtech Partnerships and Relationships

Amazon Web Services (AWS)

While not a partnership, True Influence intent data is similarly available in the AWS Data Exchange. The service makes it easy for individuals to find, subscribe to and use third-party data in the cloud from Amazon Web Services (AWS). Subscribers receive weekly intent signal updates, along with customized feeds. HealthTech, FinTech, and Martech audiences are currently featured, with additional segments underway.

Datarade Data Marketplace

Datarade is a fast-growing e-commerce platform for commercial datasets, attracting tens of thousands of data buyers from numerous industries. Like Datarade, we’re committed to providing B2B brands with everything needed for programmatic success, and accurate data is a priority. Our premium data, Datarade storefront convenience, and TI marketing cloud activation are the total package for B2B programmatic advertising.

Datarade crafts the ultimate data shopping experience, and in doing so, helps data buyers make good choices for their business. Richard Hoffman, Datarade co-founder and CCO, shared his observations: “We’re seeing demand for B2B data increase via our data marketplace, as more users need access to trustworthy B2B intent signals and accurate contact information. True Influence brings both to clients.”

LiveRamp Data Connectivity Platform and Marketplace

The LiveRamp Data Connectivity Platform and Marketplace is an easy, straightforward way for data buyers to discover and use an array of data. This trusted platform and marketplace securely connect your team with True Influence premium intent data for precise targeting and buyer journey intelligence.. Explore, discover and access audiences, while managing massive data files in a safe environment.

Lotame Data Marketplace

B2B brands build quality programmatic audiences with premium intent data via this trusted exchange. Marketers turn to Lotame, one of the world’s largest data marketplaces, for enriched data for market and reach analysis, engagement reporting and campaign forecasting. True Influence provides access to their data for programmatic display advertising through the Lotame Data Exchange (LDX), the world’s largest second-party and third-party data marketplace. Lotame’s connected and patented data technologies, curated second-party and third-party data exchanges, and high-touch customer service makes them a highly trusted choice.

Snowflake Data Marketplace

Snowflake Data Marketplace is a cloud platform that provides business intelligence and analytics professionals, data scientists, and others with access to live, ready-to-query data.

True Influence is a B2B intent data contributor to the Snowflake Data Marketplace through Snowflake’s single integrated platform. Marketers get premium intent data safely and securely in this fluid, consumption-based environment. Data-driven B2B marketing and decision making have never been more possible than with live, ready-to-query data from the trusted Snowflake ecosystem

Matt Glickman, Snowflake’s vice president of customer product strategy shared his thoughts about the partnership: “Partnering with True Influence helps us honor our commitment to empowering businesses with secure, fast, and analytics-ready data. B2B marketing and sales organizations can now utilize True Influence’s intent data on Snowflake Data Marketplace to build their sales and marketing campaigns with the goal of increasing revenue and ROI.”

Xandr Data Marketplace

Like True Influence, Xandr is heavily committed to data privacy and protection. Global companies use this trusted advertising and analytics platform to acquire True Influence premium intent data for marketing strategies and sales demand generation.

How do you want your data? We’re pretty sure you’ll find what you prefer in one of these opportunities.

No Comments

Post A Comment