Case Study: Medical Device Manufacturer achieves ABM-ready CRM data and stronger sales-marketing alignment with People.ai

Medical Device Leader’s Account-Based Marketing Journey

Medical Device Manufacturer, a global leader in patient-focused medical innovations, wanted to shift to account-based marketing but was held back by incomplete CRM data, manual entry, and poor alignment between Salesforce and Marketo. Missing contact details made it harder to target the right hospital stakeholders at the right time and limited the effectiveness of digital campaigns.

People.ai implemented its Data Foundation to automatically capture contacts and buyer/seller activity, connect them to accounts and opportunities, and improve Salesforce data quality. As a result, Medical Device Manufacturer added more than 20,000 contacts to Salesforce in the first year, improved sales and marketing alignment, and reduced “unknown” visitors in campaign reporting.