In just two years of using 6sense, FullStory transformed their ‘spray-and-pray’ account-based marketing approach into a highly personalized go-to-market strategy, driving incredible growth, including a 48% increase in Average Contract Value (ACV) for accounts in-market.
Sarah Sehgal, Director of Demand Generation, and Jen Leaver, Director of ABM and Integrated Marketing, are two major players in FullStory’s success with 6sense.
The two marketing leaders further explain how 6sense tackled initial challenges and continues to empower team alignment to generate revenue across multiple channels.
The Challenge
In 2021, FullStory was using Demandbase and experimenting with ABM for the first time. Sarah, who had just started in an ABM role with FullStory, noticed a few challenges in the go-to-market strategy. Issues included:
- Heavy focus on leads
- A target audience that leaned more toward SMB than enterprise
- Emphasis on the number of Automation Qualified Leads (AQL) instead of the quality
- Generic content and calls-to-action
- Lack of alignment on how ABM should function
- Not enough customer data to guide targeting campaigns
“Before 6sense, sales would build their own account list or run their own plays. Then marketing would target a different audience and tell sales,” Jen explains.
FullStory needed a robust platform to support their new ABM plans with persona maps and intent data. 6sense proved the perfect solution for aligning sales and marketing around trusted data, prioritizing in-market accounts based on intent signals, and expanding outreach into enterprise-sized companies.
The Solution: Meeting People Where They Are
In switching from Demandbase to 6sense, FullStory started leveraging intent data to focus on higher-quality leads rather than just quantity alone.
“6sense helped us look more into the quality of leads converting and getting to an opportunity,” Sarah explains.
FullStory used 6sense intent data and predictive analytics to understand potential customers’ buying stage and serve them content relevant to where they are in the buying journey.
“Being able to meet our buyers where they are as they progress through the funnel has allowed us to dynamically tailor our messaging and content to each buying stage, strategically serving up a relevant call-to-action as accounts show stronger in-market signals,” Jen says.
Now, 6sense functions as the foundation in FullStory’s latest go-to-market strategy, which focuses on three pillars:
- Moving upstream into enterprise,
- Doubling down on the install base, and
- Optimizing campaigns to increase conversion across the board.
Building a Multi-Pillar GTM Strategy with 6sense
Moving upstream into enterprise: Where they were once traditionally focused on small- and mid-market-sized companies, FullStory now leverages 6sense intent data to broaden their reach and tap into the enterprise market to reveal gaps in existing content strategy by persona.
By targeting messaging to multiple members of the buying team — and spotting when more members engage — FullStory knows which accounts are truly in-market and closest to making a purchase decision.
“When reps are leaning into those 6QA accounts, we can show the lift across win rate, deal size, deal velocity, and pipeline created,” Jen explains.
Doubling down on the install base: In their mission to expand and retain current customers, FullStory created custom 6sense dashboards focused on accounts with renewals in the next three to six months. They also use 6sense to track which existing customers are researching competitor terms or shopping around and layer in renewal risks and customer sentiment scores.
Jen says this gives FullStory time to play offense before a customer may churn.
6sense also powers an expansion play by revealing intent topics that enable upselling and cross-selling existing customers.
Optimizing campaigns to increase conversion across the board: FullStory makes the most out of their budget by layering behavioral signals with 6sense.
“Across organizations, every marketer is being asked to be as efficient as possible with their budget,” Jen says. “6sense allows us to double down and be hyper-focused on who we are targeting by leaning into accounts with in-market signals versus our old spray-and-pray approach.”
With 6sense, FullStory knows they are using their budget smartly to focus on the contacts that will give them the highest return on their advertising spend.
The Results
6sense’s usability and actionable insights have been a game-changer for FullStory’s revenue team since switching from Demandbase.
“Being able to tie the data back to tangible business outcomes is crucial. We know it’s not just this fluffy number,” Jen says.
Some of those tangible business outcomes include:
- 27% increase in revenue for net-new opportunities from FY23 Q3 to Q4
- 48% increase in ACV for accounts in-market
- Restored alignment across marketing and sales
“Having 6sense be a daily topic with the sales leaders and the sales teams speaks to the alignment 6sense has created,” Jen says.
Finally, FullStory saw a 36% increase in marketing-influenced qualified pipeline quarter-over-quarter by building multi-touch attribution segments using 6sense.
“6sense allows us to see everything going on behind the scenes that aren’t typically shown in a traditional CRM or marketing automation tool,” Sarah says.
