From Broad to Brilliant - Redefining Verizon Business’s Media Strategy to Drive a 29x Increase In Pipeline Growth

This submission showcases how Performics partnered with Verizon Business to transform B2B demand generation in a highly complex and competitive market. Faced with long buying cycles, multiple decision‑makers, and constrained brand awareness in the UK, Verizon Business needed a fundamentally different approach to generate meaningful pipeline impact without relying on scale.

Performics developed an account‑led media strategy that aligned marketing investment directly with sales priorities, putting Verizon Business’s target accounts at the centre of every decision. Rather than pursuing broad reach, the programme focused on relevance, controlled exposure, and engagement across entire buying committees. A first‑to‑market approach to programmatic activation ensured priority accounts were reached intelligently and efficiently, while personalised paid social messaging delivered relevance at an individual stakeholder level. Content distribution then captured demand with a clear focus on quality and intent.

The result was a tightly integrated, full‑funnel system that unified data, media, and creative around real commercial outcomes. By eliminating waste and redefining how B2B media effectiveness is measured, this work demonstrates how strategic precision can outperform scale and establish a new benchmark for account‑led demand generation.