Award-winning ABM campaign delivers $3.1M in pipeline for IntelePeer

About IntelePeer

The AI-powered communications platform for complex enterprises

IntelePeer is a CPaaS (Communications Platform as a Service) solution provider, focused on supporting enterprise businesses to enrich their customer experience, drive revenue, and decrease operational costs using automation and AI.

The challenge

Bringing legacy customers into IntelePeer’s CPaaS offering

IntelePeer had a large portfolio of legacy customers using its voice and Session Initiation Protocol (SIP) solutions, yet many had not expanded into the company’s Atmosphere Communications Platform as a Service (CPaaS) offering. Although IntelePeer had evolved into a leading CPaaS provider, many longtime customers still viewed the company through the lens of the services they already used. Closing that awareness gap and educating customers on the value of Atmosphere became a critical opportunity for growth.

At the same time, contact centers faced increasing pressure to modernize amid shifting workplace demands, security concerns, and rising expectations for operational efficiency. Many organizations assumed moving to the cloud required a costly rip-and-replace initiative, creating hesitation around transformation efforts. IntelePeer offered a different path: the flexibility and scalability of the cloud while allowing businesses to continue leveraging their existing on-premise infrastructure.

The strategy

Showing customers what they could add without starting over

2X* developed an account-based marketing (ABM) campaign designed to help IT leaders understand that modernizing customer communications didn’t require choosing between cloud innovation and existing infrastructure. IntelePeer’s Atmosphere platform offered both.

The campaign centered on a creative concept called “Digitally Fluent.” Just as people communicate across different spoken languages, today’s professionals share a universal digital language made up of emojis, icons, abbreviations, and visual cues. We used that insight to create messaging that felt familiar, intuitive, and relevant to the audience’s daily experiences.

Through emojis, low-code and no-code terminology, and digitally native creative assets, we translated complex technology benefits into language that resonated with IT and contact center decision-makers. The campaign highlighted how IntelePeer could help organizations modernize communications, improve customer experiences, and increase operational efficiency without disrupting existing investments.

To support buyers throughout the decision-making process, we developed persona-specific content aligned to each stage of the customer journey. Target accounts were directed to personalized landing pages featuring webinars, eBooks, podcasts, and other thought-leadership content tailored to their unique priorities and challenges.

Creative assets depicted IT and contact center professionals enjoying a seamless digital experience powered by IntelePeer Atmosphere. The campaign reinforced a simple message: only IntelePeer Atmosphere empowers organizations to connect with customers when it matters most, through the channels they use most.

An omnichannel media program delivered the content to target accounts. After the initial awareness phase, IntelePeer’s sales team launched coordinated outreach using a customized playbook that included calls, voicemails, LinkedIn messages, email, and direct mail. This personalized engagement helped customers discover capabilities they were not yet using and encouraged conversations with their account executives about expanding their IntelePeer solutions.

The results

Increased product awareness = $3.1M in pipeline revenue

By helping customers rethink what modernization could look like, IntelePeer successfully repositioned itself as a strategic CPaaS partner within its existing customer base. The campaign increased awareness of the Atmosphere platform, created meaningful sales conversations, and generated measurable business impact.

The campaign generated:

• 351 meetings for the IntelePeer sales team
• $3.1M in pipeline revenue

Awards & recognition

The success of the campaign extended beyond pipeline impact, earning recognition for its strategy, creative execution, content, and business results.

Fourteener Awards

• Best Results of Any Campaign
• Best Long-Form Asset
• Best ABM Program
• Best B2B Product/Solution Campaign
• Best Sales Enablement Program

B2B Marketing Exchange Awards

• Killer Content Award

Partner with 2X

Make expansion easier to understand and achieve

Successful expansion campaigns require more than awareness. They require the right mix of audience insights, compelling messaging, targeted engagement, and sales alignment to move existing customers toward new opportunities.

At 2X, we help organizations turn account-based marketing, sales enablement, and product marketing strategies into measurable business outcomes. Whether you’re introducing a new solution, expanding existing customer relationships, or empowering your sales team with the tools they need to drive conversations, we can help you accelerate growth and maximize the value of every account.

*This campaign was executed by Intelligent Demand prior to its acquisition by 2X.