How Impartner’s ABM team Drove 12% Pipeline Growth with ZoomInfo Marketing

Impartner is the fastest-growing and most award-winning provider in the channel management space, specializing in Partner Relationship Management (PRM) and Partner Marketing Automation solutions. 

Impartner’s technology allows companies to more effectively manage partner relationships, drive demand, and accelerate revenue through indirect sales channels. And the impact is massive: millions of active partners rely on the platform daily, and Impartner’s solutions have facilitated over 1 billion deals worldwide.

The company brings that same high-performance mindset to improving its own go-to-market operations. That’s what led Jeremy Melius, a Senior Director of Marketing Operations, to revamp Impartner’s account-based marketing (ABM) process. Here’s how he tackled the challenge with ZoomInfo, driving dramatically improved results. 

“ZoomInfo has literally changed the way we go to market. It’s a game-changer that has made our job so much easier and more efficient.”

Jeremy Melius

Senior Director of Marketing Operations

Growth and Evolution At Impartner

Impartner’s journey has been marked by exceptional growth, driven by a commitment to innovation. This forward-thinking approach has propelled the company’s success, though it has not been without some challenges.

Like many digital go-to-market teams, finding the most efficient way to connect with the ideal audience for marketing campaigns has been an obstacle.

“Our marketing efforts had room for improvement,” Melius says. “We needed a solution that would allow us to streamline our processes and ensure that we were reaching the right people. It was about making our efforts more focused and impactful.” 

Evolving Data Challenges and Sophisticated Solutions

With a pile of fragmented data and a lack of cohesive marketing insights, Impartner needed a clear way to capitalize on untapped market potential to create more opportunities and optimize its resources effectively. 

Here, the typical marketing team’s approach to data management and campaign orchestration is often to charge ahead, leading to band-aid point solutions. But for Impartner, the turning point came when it instead decided on a solution that could:

1. Consolidate all its data
2. Provide actionable insights for more targeted campaigns

One thing was clear: Impartner needed to bridge the gap between audience targeting and messaging to improve conversion rates and drive real growth. 

A Turning-Point Data Partnership

Before leveraging ZoomInfo for marketing, Impartner had not fully developed its ABM process, which resulted in single-channel campaigns that were inconsistent and siloed.

“We were using ZoomInfo just for contact research, but I realized its potential for marketing and sales intelligence,” Melius says. “Bottom line, we needed a more comprehensive approach to target our campaigns effectively and understand our market better.”

Impartner discovered that integrating ZoomInfo’s capabilities into its operations could address these challenges. The platform’s data, audience targeting, and campaign orchestration features proved invaluable. 

“We leverage research on target accounts to stay informed about their news, activities, key personnel changes, and job transitions. This information helps us gauge intent, such as whether someone is in the market for our product or doing research on our key terms,” Melius explains.

Marketing Transformation, Tangible Results

The results speak for themselves. After implementing ZoomInfo for its ABM programs, Impartner saw an immediate increase of over 45% in website engagement and saved 15 hours by leveraging automation and scaling their first campaign.

“We’ve seen a 12% increase in pipeline generation quarter over quarter, just from putting these new campaign strategies in place — because our audiences are seeing a consistent message,” Melius says. “In order for it to be actionable, it has to be consistent.”

The resulting alignment between marketing and sales has not only improved campaign effectiveness but also enhanced sales outcomes: Impartner’s improved ABM tactics resulted in $130,000 of influenced pipeline from three target accounts the company had been hoping to land. 

“The quality of the leads has significantly improved, making our follow-up calls more productive and enabling our reps to approach prospects with greater confidence,” Melius says.

Targeted Audiences, Sustainable Growth

The marketing team at Impartner now makes decisions based on reliable insights—thanks to the concrete data, they have gained increased visibility that supports a more unified approach to selling.

“This way, we have the same audience and control the tone, the messaging, and the overall feel of what we’re trying to convey in the market consistently across all channels,” Melius says.

Impartner plans to continue using ZoomInfo to enhance its marketing and sales efforts. The company aims to refine its targeting further and explore new features within the platform to stay ahead of market trends.

For businesses looking to realize their partner management and marketing potential, Impartner’s success story serves as a clear industry marker of what’s possible.

As Melius puts it: “ZoomInfo has literally changed the way we go to market. It’s a game-changer that has made our job so much easier and more efficient.”