Impartner Boosts Pipeline Generation by 45% with ZoomInfo Overhaul
Event summary
- Impartner rebuilt its account-based marketing program using ZoomInfo, treating it as a full marketing and sales intelligence platform rather than just a contact database.
- The first campaign under the new system drove a 45% increase in website engagement and saved 15 hours through automation.
- Pipeline generation rose quarter over quarter, with three target accounts alone generating over six digits of influenced pipeline.
The big picture
Impartner's success highlights the growing importance of consistent, data-driven marketing in the channel-management space. As companies increasingly rely on partner channels, the ability to target and engage these partners effectively becomes a key competitive advantage. The integration of ZoomInfo as a comprehensive marketing and sales intelligence platform marks a strategic shift towards more cohesive and actionable demand generation.
What we're watching
- Scalability Challenge
- Whether Impartner can sustain this level of pipeline growth as it scales its operations.
- Data Consistency Impact
- How the shift to a single, controlled target audience will affect lead quality and conversion rates over time.
- Market Differentiation
- The pace at which other channel-management providers adopt similar data-driven marketing strategies.
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