Case Study: Cornerstone achieves full-funnel, intent-driven ABM and stronger pipeline with Informa TechTarget

Cornerstone’s Intent-Driven Transition from Demand to Full-Funnel ABM

Cornerstone, a global leader in talent management serving 75 million users, found its field marketing stuck in a legacy MQL-driven model that hit lead targets but didn’t produce aligned pipeline or predictable revenue. To move from volume-focused demand gen to a full-funnel, intent-driven account-based marketing approach, Cornerstone partnered with Informa TechTarget and adopted its Priority Engine purchase-intent platform and related ABM services.

Using Informa TechTarget’s Priority Engine plus account-based advertising, Confirmed Projects, High-Quality Leads and Active Syndication, Cornerstone built a full-funnel ABM program, redefined success metrics across readiness–activity–engagement–impact, and aligned Sales and Marketing. The intent-driven program exposed buying-team signals (for example, a 64-prospect buying team at a leading aerospace account), accelerated deals to Closed/Won, and generated measurable pipeline results—132 opportunities with $27.8M total projected ARR—while improving meetings, win rates and deal velocity.

Cornerstone