Impartner, a channel-management software company, reported growth in quarterly pipeline generation after rebuilding its account-based marketing program using ZoomInfo (NASDAQ: GTM) as its primary data and campaign orchestration platform, according to a statement from ZoomInfo.

Previously, Impartner's marketing relied on fragmented data and ran single-channel, siloed campaigns that produced inconsistent messaging across channels. The company had been using ZoomInfo primarily for contact research rather than as a broader marketing and sales intelligence tool.

Impartner restructured its approach by consolidating data, audience targeting, and campaign orchestration onto the ZoomInfo platform, building all marketing channels from a single target audience. The company also incorporated buying signals and account-level research, including news, personnel changes, and account activity, to identify which accounts were actively in the market.

The first campaign built under the new model produced a reported increase of more than 45% in website engagement and saved the team 15 hours through automation, according to the company. Three target accounts alone generated more than six figures of influenced pipeline, and the company reported improved lead quality.

The information is based on a press release issued by ZoomInfo.