Case Study: AppNeta achieves higher-quality demand generation and accelerated pipeline growth with Informa TechTarget intent data

How AppNeta Is Using Intent Data to Re-Envision Demand Gen and Successfully Fuel Pipeline

AppNeta, a network performance monitoring vendor, faced an understaffed marketing team, low-quality inbound leads, and the need to rapidly improve brand awareness and pipeline. To address these challenges, AppNeta partnered with Informa TechTarget, leveraging intent data and demand-generation services—notably Priority Engine, content syndication, and targeted display/remarketing—to reach actively researching buyers and feed segmented nurture streams.

Using Informa TechTarget’s Priority Engine and integrated programs tied into Marketo and Salesforce, AppNeta rebuilt a full-funnel demand-gen motion. Results included a 50% month-over-month increase in MQLs in the first four months, 51% of opportunities having contacts engaged via Priority Engine, $2M in booked deals and over $10M in influenced open pipeline, and a 150% increase in overall pipeline.

AppNeta

Amanda Bohne

Vice President of Marketing