Case Study: TIBCO achieves intent-driven marketing transformation and increased pipeline with Informa TechTarget

What an Actual Marketing Transformation Really Looks Like

TIBCO, a global integration, analytics and event-processing software provider, faced a multi-year marketing transformation: a fragmented “spaghetti” martech stack, a shift in buyers from IT to broader business users, and declining trial starts and web-driven demand. To modernize demand generation and get in front of the right buyers at the right time, TIBCO partnered with Informa TechTarget and adopted Informa TechTarget’s Priority Engine purchase-intent data and engagement services.

Informa TechTarget’s Priority Engine was integrated into TIBCO’s Marketo and Salesforce workflows and paired with AI follow-up to automate qualification and surface hand-raisers. Over two months Priority Engine generated 44,000 high-intent leads and produced 2,000 MQLs; MQLs from the AI-assisted path converted to opportunities at about 20% versus a 4% baseline. The Informa TechTarget-driven approach accelerated sales cycles, increased qualified pipeline, and enabled more targeted, higher-performing outreach.

TIBCO

Mervyn Alamgir

Senior Director, Demand Generation