For global technology leader Unisys, effectively targeting and engaging high-value prospects across its vast market became a challenge.
With a limited sales team and an extensive list of potential accounts, the company with $2 billion in revenue needed to optimize its approach to gathering buyer intelligence, generating qualified demand within key accounts, and refining sales messaging for each interaction. Additionally, Unisys needed to expand its presence in specific regions, but its existing Account-Based Marketing (ABM) initiatives were not meeting expectations.
To help find a solution, Unisys turned to Intentsify, which specializes in providing B2B organizations with the most accurate, comprehensive buyer-intent intelligence in the market today. Intentsify’s AI-powered solutions are designed to empower marketers to turn buying signals into pipeline through customized advertising and lead generation programs.
To resolve Unisys’ challenge, Intentsify took an intent-driven approach to revolutionize the company’s sales and marketing efforts. There were four key pieces to this revamped strategy:
- Prioritizing Accounts Based on Intent – Intentsify built a custom-intent model that allowed Unisys to track buying signals from high value accounts and personas.
- Optimized ABM Implementation – Unisys was able to identify critical focus areas and research topics from its target accounts and key personas with Intentsify’s Buying Group Intent data. These insights resulted in productive sale conversations and new cross-sell opportunities.
- Deal Monitoring System – Unisys began monitoring both active and closed-lost opportunities on an ongoing basis, which included a renewed research interest on a closed-lost account and winning back the deal.
- Optimized Content Distribution – Supported by Intentsify’s intent-activated content syndication offering, Unisys turned its lead generation program into a pipeline powerhouse. In addition to sourcing high-quality leads, they prioritized lead follow-up based on the intent signals and aligned all content offers by research stage.
As a result, the Unisys team exceeded their goals and discovered three key benefits: Stronger pipeline growth, the ability to spot hidden opportunities through intent signals, and more efficient sales operations through account prioritization and continuous monitoring.
Some results included:
- 40% marketing generated pipeline;
- Ability to reach 150% of their revenue goal; and
- Closing a $48 million deal with a global Fortune 100 fast food brand.
Tara Flanagan, Global Head of Demand Generation at Unisys, saw firsthand the impact Intentsify made in Unisys’ growth.
“In the B2B space, keeping a constant eye on your market is everything,” said Flanagan. “Intentsify helped us see the opportunities that we were missing and turn them into real revenue opportunities and create a steady pipeline for continued growth.”
With personal-level insights backed by intent data and a more targeted and deliberate approach, Unisys now has all the tools to continue their marketing success, showing how buying group intelligence and intent-activated lead generation drive measurable business outcomes.