With a strong foundation in the UK market, YuLife wanted to expand within the United States, which required a strategic shift in go-to-market execution.
CMO Lauren Berkemeyer has been instrumental in leading this transformation. “When we started, we had a strong sense of our target accounts but needed deeper intelligence to understand the ‘when’ — when was the right moment to engage?” she explains.
That’s where 6sense came in. By integrating 6sense into both sales and partner-driven motions, the company amplified its ability to prioritize accounts, tailor messaging, and drive high-value engagements.
The challenge: Scaling expansion & partner enablement
Before implementing 6sense, the company faced two key challenges:
- Expanding into the US market: Their UK-based go-to-market (GTM) approach relied on selling to employers. In the US, however, they pivoted to a carrier partnership-led strategy, requiring a new way to identify and engage high-value partners.
- Partner enablement: Historically, employee benefits advisers operated in a price-driven, transactional model. To stand out, YuLife needed a way to equip partners with valuable data insights, helping them adopt a more consultative approach.
Ray Wong, Revenue Operations Expert for YuLife, describes the complexity: “Brokers weren’t used to looking at account-level data. We needed to show them how data-driven insights could help them win more deals, and that required a shift in mindset.”
The solution: 6sense’s data-driven intelligence
Optimizing b2b sales outreach
Using 6sense’s intent data and timeline insights, the sales team could track account activity in real time. This allowed SDRs to time outreach more precisely, resulting in:
- Faster engagement with high-intent accounts
- Personalized conversations based on a prospect’s research journey
- Improved pipeline efficiency with stronger qualification criteria
“The timeline feature in 6sense is invaluable,” says Ray. “We can see when a company starts researching key terms, visits our website, or engages with competitors. That means SDRs aren’t just calling randomly — they’re reaching out at the perfect time.”
Powering broker & partner success
Beyond internal sales, 6sense played a crucial role in strengthening adviser partnerships. By using 6sense’s intent data, YuLife can share high-intent account lists with advisers, enabling them to focus on the most promising opportunities.
Lauren explains, “We’ve shifted from simply providing brokers with leads to empowering them with data-driven intelligence. Instead of competing on price, they can now engage in more meaningful, value-based conversations with customers.”
Through this new approach, the company has been able to:
- Increase adviser-driven deals by helping partners target the right accounts
- Enhance trust and relationships by providing actionable insights to partners
- Expand the total addressable market (TAM) by 3x through 6sense-powered data
The results: Accelerated growth & stronger conversions
Since implementing 6sense, YuLife has seen significant improvements across their sales and partnership channels:
- 29% close rate when incorporating 6sense data into targeting, compared to 15% before
- 3x increase in total addressable market (TAM) through expanded targeting capabilities
- Stronger adviser partnerships by providing data-driven insights that improve deal flow
Ray sums up the transformation: “Before 6sense, we had a strong understanding of who to target. But now, we also know when to engage them, which has completely changed the game for us.”
Looking ahead: Expanding the 6sense playbook
With 6sense deeply embedded in their GTM strategy, YuLife is looking to further enhance its approach by expanding usage into AI Email Agents and automated workflows. Additionally, the company is continuously refining its partner enablement strategy, using data to help brokers become more consultative sellers.
Lauren adds, “We’ve only scratched the surface of what 6sense can do. There’s so much more potential, and we’re excited to keep evolving how we leverage it to drive growth.”
By integrating 6sense’s AI-powered insights across both b2b sales and partner channels, YuLife has been able to scale efficiently, improve targeting precision, and drive stronger deal conversions. Their journey showcases how account intelligence and intent data can fuel both internal sales teams and external partner networks, leading to higher-value engagements and long-term growth.