Increasing Marketing Impact Through Account-Based Marketing

Intel's marketing team sought to increase marketing's overall business impact through a targeted account-based marketing (ABM) program. Gartner provided expert guidance and peer-based insights to help the client build and expand an innovative ABM program that improved the partnership between sales and marketing and increased marketing's impact on the communications service provider (CSP) segment. 

Mission-critical priority

Intel wanted to implement an account-based marketing (ABM) program to better align to industry needs and increase marketing's overall impact on the business. 

How Gartner helped

Gartner experts provided research and insights to help Intel's marketing team integrate ABM into its marketing strategy and become grounded in the different approaches.

As Intel began to mature the program, Gartner analysts regularly reviewed Intel's ABM plans and provided feedback based on best practice research and peer insights to improve planning and accelerate execution

Business impact

Intel developed and grew an innovative ABM program that:

  • Drove +2.5x increase in YOY pipeline revenue growth for ABM accounts versus non-ABM accounts
  • Grew customer databases +65% YOY within key CSP accounts
  • Targeted the right contacts with the right content, resulting in a 41% engagement rate




Achieve your mission-critical priorities with Gartner for Product Marketing Teams

I'm using a lot of Gartner resources to make not only our approach and strategy stronger from an ABM perspective, but also our marketing more impactful and effective when we do execute it.

Frank Pittelli

Marketing Director, Intel Corporation

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