Case Study: Verizon achieves scalable ABM-driven revenue growth with Informa TechTarget

Verizon - Customer Case Study

Verizon Business Group faced the challenge of scaling account-based marketing (ABM) across large, multi-year public sector deals and a targeted Frontline program for first responders, while improving visibility into who in target accounts was researching and buying. To close gaps in buyer insight and to drive more effective, personalized outreach, Verizon partnered with Informa TechTarget and adopted intent-driven tools such as Priority Engine, BrightTALK webinars, Content Syndication and Confirmed Projects.

Informa TechTarget supplied Priority Engine as the core intent data source plus syndication, BrightTALK engagement and Confirmed Projects and Account Intelligence to link marketing personalization to sales activation. The program delivered measurable gains: syndication leads from Informa TechTarget outperformed other sources, BrightTALK drove 12,000+ relevant attendees with ~30+ minute sessions, and Verizon saw metrics like a 20% year-over-year engagement increase, 3x engaged webinar leads, a 42% MQL→SQL conversion uplift, ~22% increase in account engagement and higher average deal sizes.

Verizon