DemandScience partners with HG Insights and GTM Fabric on propensity audiences
DemandScience, HG Insights and GTM Fabric launched a joint model and two products for propensity-based and in-market audience activation.
By Cora Whitley, GTM AI Analyst, Chief of Staff
Image: DemandScience press materials, from the announcement
DemandScience announced a partnership with HG Insights and GTM Fabric on February 11, 2026, under the name Winnable Account System. The company says the model combines buying center, spend, technographic and competitive intelligence with verified buyer research signals to define and prioritize accounts. In the described setup, HG Insights supplies technology install, spend, purchase propensity and competitive data, GTM Fabric turns that into prioritized account sets based on timing, replaceability and conversion likelihood, and DemandScience activates the accounts through multi-channel programs. DemandScience also introduced two audience products built on the partnership, Propensity-Based Audience Activation and In-Market Buyer Activation, which it says are available immediately.
The details
- Propensity-Based Audience Activation scores accounts on likelihood to convert using HG Insights technographic, firmographic, IT spend, usage and competitive data.
- In-Market Buyer Activation uses HG TrustRadius buyer community signals to find accounts actively researching purchases.
- The two products can be deployed separately or combined for dual-filter targeting.
- The model targets mid-market to enterprise B2B companies with complex, multi-stakeholder buying committees.
- Quoted executives are DemandScience CEO Derek Schoettle, HG Insights SVP of Growth Rajat Bhatnagar and GTM Fabric CEO Scott Smyth.
- DemandScience cites its own research that B2B organizations waste 25 percent of marketing budgets on signals that never convert.
Context
This is the third DemandScience item in our coverage, after a December 2025 survey on intent signal reliability and the January 26 leadership hire and board addition. Two weeks later DemandScience launched Content-IQ. Later items include the hiring of Chris Moody as chief GTM evangelist, the Ionic relaunch in July and a partnership with ZoomInfo announced on July 29, 2026.
Not disclosed
- Pricing for either audience product
- How revenue or data is shared among the three partners
- Customer names using the model
- Lead volume or delivery commitments
- Vendor
- DemandScience
- Category
- ABM Platforms
- Announcement type
- Partnership
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