Inside the strategy that’s helping NiCE and its partners create precise ICPs, improve targeting, and drive more effective campaigns.
For companies operating in complex B2B markets, channel marketing is both an art and a science. For NiCE, a global leader in contact center solutions, the challenge has been ensuring that marketing and sales teams — and their partners — are aligned on the right accounts, with the right signals, at the right time.
Enter HG Insights.
The challenge: turning broad data into actionable campaigns
NiCE’s channel marketing teams manage multiple partner campaigns, each with unique objectives and target accounts. As Amanda Mock, Senior Channel Marketing Manager at NiCE, explains:
“We have been creating ICPs with our partners, asking them to provide firmographic, IT spend, and technographic data … then putting that into the HG model to create target account lists and scoring models.”
Before HG Insights, aligning partners on ideal customer profiles (ICPs) and building actionable target account lists was cumbersome and imprecise. Teams lacked a way to drill down from broad market data to actionable, partner-ready lists.
The solution: partner-centric ICPs powered by HG Insights
With HG Insights, NiCE is able to integrate partner-provided criteria into a robust data model to generate precise target account lists. Those lists are then prioritized using scoring models that reflect intent signals, historical usage, and relevant technologies.
“Depending on the intent stage or what software companies have been using, we can really drill down and align the scoring model to prioritize target accounts,” Amanda says.
The lists power multiple campaign types, including lead generation campaigns and high-intensity “blitz” campaigns that engage sales teams directly. By leveraging HG Insights, NiCE and its partners are able to focus on accounts with the highest potential business impact.
Positive early feedback from partners
Even in early-stage campaigns, the impact has been clear. Partners report that the target account lists are highly aligned with their expectations and needs.
“The target account list that we created were on point with what they needed,” Amanda shares. “They know these organizations, they know the intent stage, and they have the right contacts to reach out to.”
While NiCE is still collecting campaign performance metrics, the initial qualitative feedback highlights that HG Insights’ data-driven approach ensures precision and relevance for both marketing and sales teams.
The “aha” moment: seeing the power of data at scale
For Amanda, the real revelation came when she realized the depth and flexibility of HG Insights:
“When we saw the vast amount of organizations we could drill down from, that was huge. Then realizing that other team members were coming to us and asking if we could help them too — that’s when I thought, ‘I really get it now.’”
HG Insights isn’t just a tool for channel marketing; it’s a resource that other departments can leverage to enhance their campaigns, generate insights, and improve targeting.
“It started with marketing campaigns, but now the sales team is asking us for help with their campaigns as well,” Amanda says.
Expanding data-driven adoption across the organization
The success of NiCE’s initial channel marketing campaigns has sparked broader adoption. Other marketing teams, competitive intelligence groups, and regional teams are now exploring how HG Insights can support their objectives.
“I see other parts of the organization using this tool as part of their campaigns and data initiatives,” Amanda notes. “It’s something that’s becoming a core part of how we work with campaigns and data.”
By standardizing data-driven practices across the company, NiCE is building a culture where insights guide strategy rather than intuition alone.
Best practices for using HG Insights effectively
Amanda emphasizes that results depend on a thoughtful approach:
“If you know what you’re looking for — if you have a clear ICP and detailed criteria — you’re going to get fantastic results. It’s about being specific with firmographic, technographic, and intent-based details.”
She also notes the value of creative workarounds when direct filters aren’t available. For example, if contact center size isn’t directly filterable, using proxies like IT spend can provide a reliable solution.
“Knowing the industry and knowing a way around filters is critical,” she says.
Why HG Insights stands out
Amanda appreciates HG Insights’ combination of depth and usability:
“There’s a ton of data available, but it’s also fairly intuitive to learn. If you have a roadmap or a game plan, you can dig in and get the data you need without being overwhelmed.”
This combination of comprehensive intelligence and user-friendly design allows teams to focus on insights and strategy, rather than data wrangling.
Looking ahead: unlocking even more value
The only limitation Amanda notes is contact-level visibility. Currently, HG Insights provides account-level details, with additional platforms needed for contact-level data. Once this is integrated (coming in 2025), she anticipates even greater efficiency and insight:
“Having contact-level data would be the holy grail. It would give us a complete profile for every campaign.”
Despite that, the impact of HG Insights on NiCE’s channel marketing and broader campaigns is already evident, with early results demonstrating precision, efficiency, and stronger alignment between partners and internal teams.
The HG Insights difference
HG Insights has transformed NiCE’s approach to channel marketing by providing the data, tools, and flexibility to create actionable ICPs, prioritize target accounts, and enable partners to engage with confidence. What started as a solution for marketing campaigns is now driving cross-organizational adoption and fostering a culture of data-driven decision-making.
“If you’re specific in what you’re looking for, you’re going to get out exactly what you need — and it’s going to provide fantastic results,” Amanda says.
With HG Insights, NiCE is turning complex market data into clear, actionable intelligence — helping partners, sales teams, and marketing leaders hit the bullseye every time.