Case Study: Unify achieves C-level engagement and pipeline growth with Tomorrow People

Unify drives 35% pipeline growth with Tomorrow People

Unify, a global provider of unified communications solutions, faced the challenge of shifting its marketing focus from IT personnel to C-level decision makers to avoid being seen as a commoditized vendor. Their goal was to reposition their innovative solutions as essential for strategic initiatives. To address this, they partnered with the vendor Tomorrow People to develop an account-based marketing (ABM) program.

Tomorrow People implemented a comprehensive ABM strategy for Unify, which included creating rich content hosted on a dedicated microsite, mapping buyer journeys, and developing sales enablement materials. This solution successfully reoriented Unify's targeting to senior executives. The results were significant, with the campaign generating over 1,500 microsite visits, a 30% conversion rate, 74 new account engagements, and a 35% increase in pipeline equating to over £2 million in potential new revenue.

Unify