How HP Uses 6sense to Find Customers in Active Buying Cycles
As the Vice President and Global Head of Marketing Analytics for HP, Kevin Bolden is always looking for that extra edge that data-driven insights can offer his marketing and sales teams. For years, HP has used internal data and competitive research to identify accounts with a high likelihood of making a purchasing decision. With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles.
The Untapped Potential of Customer Data
HP, like many advanced B2B organizations, has used firmographic data, segmentation and buyer profiles to improve their marketing and sales outcomes. With data driving the next wave of innovation, HP began looking for a partner who could help them improve their ability to predict timing and identify prospects in active buying cycles.
“What we were looking for when we came across 6sense was the ability for us to take into account the untapped data that was within HP, specifically our clickstream information, and 3rd party data available on the web from blogs, product review sites and community boards – integrate the two and make better predictions about when existing customers and net-new prospects would make the next purchase,” said Kevin Bolden.
“Our goal is to target specific accounts that are in market for our product, rather than spamming a bunch of people and hoping that they’re going to make a purchase.” – Kevin Bolden
The Power of Data-Driven Sales and Marketing
The goal was to improve prospects’ brand experience with HP’s marketing and sales by ensuring that the messaging and outreach they received was relevant. “We wanted to spend our marketing dollars wisely,” Bolden explains. “Our goal is to target specific accounts that are in market for our product, rather than spamming a bunch of people and hoping that they’re going to make a purchase.”
By integrating HP’s insights into how prospects were interacting with their digital properties and online content with external behavioral data, 6sense is helping HP identify and prioritize accounts. This data is then incorporated into the workflows of HP’s direct and inside sales, as well as the digital marketing organization, which translates intelligence into better-performing marketing campaigns.
Why HP Chose 6sense
Whether you’re in charge of improving marketing outcomes and sales efficiency at an enterprise behemoth or a fast growing SaaS company, it’s interesting to parse the reasons HP invested in 6sense products.
For HP there were 3 main considerations that had them land on using 6sense predictive products:
- Time-to-capability. HP had two key initiatives midflight that they were looking to support. Choosing a solution that could be up and running quickly and provide HP’s marketing and sales teams with actionable data without the need for extensive system integrations or large onboarding projects was key.
- Time-to-value. HP was looking to quickly measure the ROI of predictive without having to make a large time and resource commitment. By implementing components of 6sense first, HP was able to quickly put predictive insights into the field and begin monitoring changes in conversion rates, sales cycles and pipeline.
- Partner-built predictive models. Using 6sense-built models, HP was able to quickly begin parsing large amounts of internal and external customer data without expanding internal analytical resources.
Perhaps what’s most difficult to quantify, but is vitally important in launching a new technology and process, is finding a vendor who can go on the journey with you. For HP, “6sense has been more than just a vendor…they’re a partner as well,” said Bolden. “They bring creative ideas, they’re always looking for new ways to solution things for us, they have passionate people and their team is very agile.”
To learn more about 6sense and our suite of predictive intelligence solutions, reach out to find a time to connect!