In partnership with 6sense during a recent Customer Story Hour, Folloze shares how integrating with 6sense optimizes top-of-funnel campaigns to increase awareness, accelerates demand, and expands pipeline.
In the fast-paced world of digital marketing, Folloze has distinguished itself with a powerful platform that delivers personalized marketing campaigns. Leveraging a rich array of data-driven insights, Folloze enables B2B marketers to create customized journeys that deeply engage and convert audiences. By integrating with 6sense Revenue AI™, a leader in predictive intelligence and intent data, Folloze has revolutionized top-of-funnel marketing efforts.
Transforming Campaigns with 6sense
The combination of 6sense and Folloze transforms generic campaigns into highly personalized, account-based experiences. Folloze uses initial 6sense signals, complemented by behavioral data gathered on the Folloze buyer experience platform, to create connected experiences from the first to the last touchpoint.
Melinda Monaco, Senior Director of Revenue Marketing and Operations at Folloze, emphasizes the integration’s impact:
“With 6sense and Folloze, we personalize against various factors including buying stage, persona, and segment dynamics. This creates immediate relevance, prioritizes downstream actions, and accelerates campaign performance.”
Overcoming Initial Challenges
Before integrating with 6sense, Folloze faced challenges with their previous ABM and sales intelligence platform:
- Unreliable Segmentation: The existing platform lacked reliable data for accurate ICP segmentation, leading to poor campaign performance and engagement.
- Ineffective In-Market Identification: Inadequate intent data and predictive analytics hindered the identification of in-market accounts, wasting ad spend, time, and resources.
- Restrictive Workflow Automation: The previous tech stack felt siloed, preventing cohesive cross-functional GTM strategies. Integration with essential tools was challenging and inefficient.
Implementing the Solution
Integrating 6sense involved several strategic steps:
- Utilizing 6sense Intent Data: Folloze tapped into 6sense’s third-party intent data to identify in-market accounts and their Bombora research topics, enhancing targeting precision.
- Creating Dynamic Segments: Real-time behavior within accounts allowed Folloze to create dynamically updated audience segments, improving marketing strategies.
- Enhancing Personalization: Folloze linked detailed audience segments with its buyer experience platform for real-time, personalized marketing experiences.
- Comprehensive Training: The Folloze team received extensive training on 6sense functionalities, boosting platform usage and marketing effectiveness. Leveraging Folloze, the team create a 6sense Center of Excellence (see below) to share onboarding materials and best practices to drive sales adoption and utilization of the Sales Intelligence platform.
Strategic Pause and Remarkable Results
Folloze made a bold decision to pause top-of-funnel paid media campaigns for over two months. This strategic move resulted in:
- 1,244% Increase in Known Engagement: A week after resuming campaigns, Folloze saw a significant rise in engagement.
- 136% Lift in 6QA Volume: Within a month, Folloze experienced a dramatic increase in 6QA volume, indicating strong ICP fit and sales readiness.
Aligning Marketing and Sales
The integration has also enhanced alignment between Folloze’s marketing and sales teams.
Weekly sales pod meetings to review 6sense dashboards ensure focused and personalized outreach efforts. Integrating Folloze, 6sense, and Outreach has streamlined workflow automation and kept 88% of accounts in 6QA status through dynamic multi-threading to keep accounts active.
“6sense’s Sales Intelligence platform and Folloze’s engagement data allows the pods to be more tactical in their high-touch, outbound efforts. Instead of going after everyone, they leverage these signals to be resourceful in who they are spending their time on by delivering personalized outreach,” Melinda says.
Impressive Results and Business Impact
The combined power of Folloze and 6sense has led to impressive results within the first six months:
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- Reached 56% of ICP Accounts: An increase from 2.5% pre-launch.
- 3x Increase in Account Engagement: Significant engagement lift through 6sense and LinkedIn ads.
- 192% Increase in 6QA Volume: Dramatic improvement in qualified accounts.
- 104% Exceeded ADR Meetings Target: Surpassing set goals.
- 43% Pipeline Increase: Achieved with 52% less paid media spend.
See how the Folloze buyer experience platform, enhanced by 6sense, enables rapid development of engaging, personalized marketing experiences that drive revenue throughout the customer journey. This integration has made Folloze’s marketing efforts more targeted and efficient, significantly boosting overall sales performance.
