In a digital business world that demands speed, efficiency, and system integration, Impartner stands out as one of the most innovative and accomplished providers of channel management solutions. The company specializes in Partner Relationship Management (PRM) and Partner Marketing Automation, two critical elements for companies looking to accelerate growth through their sales partner networks.
Impartner’s technology enables organizations to optimize partner performance, expand market reach, and accelerate revenue through indirect sales. The results are impressive—millions of active partners utilize the platform daily, with over 1 billion global transactions facilitated by Impartner’s solutions.
Performance-Based Approach and ABM Transformation
Behind this success lies a robust data-driven marketing strategy. Jeremy Melius, Senior Director of Marketing Operations at Impartner, took the bold step of overhauling their account-based marketing (ABM) process to make it more precise and efficient.
Like a transmission system that is perfectly tuned so that every component works in unison, Melius ensures that every part of Impartner’s marketing strategy moves in harmony—from data, target audience, to the message conveyed.
Data Challenges and the Search for Integrated Solutions
Before the transformation, Impartner faced common challenges for many modern businesses: fragmented data and limited market insights. The marketing team struggled to find the most efficient way to reach their ideal audience and ensure their campaigns had a real impact.
“We needed a system that could streamline the process and ensure we were reaching the right people with the right message,” Melius said.
To address this, Impartner needed a solution that could consolidate data, generate actionable insights, and strengthen the connection between audience targeting and messaging.
Data Partnerships That Change Direction
The solution came through the integration of ZoomInfo—a marketing and sales intelligence platform that provides deep visibility into market behavior and needs. Initially used for contact research, ZoomInfo has since evolved into a key driver of Impartner’s ABM strategy.
With rich data and advanced campaign orchestration features, Impartner is now able to:
- Find potential prospects more accurately
- Monitor activity and changes on target accounts
- Tailor messages based on audience intent and behavior
“We can tell when someone is researching our products or related terms, and adjust our approach in real-time,” Melius explains.
Real Results: Efficiency and Measurable Growth
The impact of this transformation is evident. After fully integrating ZoomInfo into their ABM strategy, Impartner experienced:
- 45% increase in website engagement
- Time savings of up to 15 hours per campaign
- 12% increase in quarterly pipeline acquisition
- $130,000 worth of influence channels from three key accounts
System efficiency and alignment between marketing and sales teams makes the entire process smoother—like an automatic transmission shifting gears seamlessly.
“The quality of our leads has improved significantly. Our team feels more confident when following up because they know they’re talking to truly relevant prospects,” added Melius.
Insights that Drive Sustainability
Today, Impartner relies on data to make smarter strategic decisions, ensuring that tone, messaging, and customer experience remain consistent across communication channels.
“This way, we have complete control over the message and how our audience perceives it,” explains Melius.
Impartner is committed to continuously developing its systems, deepening data analysis, and exploring new ZoomInfo features to stay at the forefront of marketing efficiency and business automation.