The sales team at Reachdesk, a global gifting platform, starts each day with a ritual that has revolutionized their pipeline: checking 6sense intent signals to identify their most promising opportunities.
Over the past three years, this routine has enabled Reachdesk to create a more efficient, data-driven sales process that consistently delivers measurable results.
The Challenge
Before implementing 6sense, Reachdesk struggled with a disjointed system that lacked centralized visibility into buyer intent. Their sales team faced significant challenges:
- No clear way to identify which accounts were in-market and ready to buy
- Limited visibility into prospect engagement with marketing content and their website
- Difficulty prioritizing outreach efforts because of limited visibility into prospect buying stages
- Inefficient targeting that led to lower conversion rates
- No integrated view to show the interplay between marketing activities and sales engagement
“We just didn’t have an understanding of which accounts might be in-market, and couldn’t tie keyword searches or content consumption to website visitors,” says Ben Smith, Marketing Director at Reachdesk.
Ben adds, “It used to be that we were doing a lot of guesswork. Our outbound strategy lacked teeth because we didn’t really know who was ready. Now, we do.”
To power and improve their account-based marketing approach, Reachdesk needed a solution that would enable their team to make data-driven decisions about which accounts to prioritize and when to reach out.
The Solution
Reachdesk implemented 6sense as their intent data platform, making it a central part of their daily sales operations. BDRs pull daily reports of accounts showing 6sense intent signals. They examine the type of intent — website visits, keyword searches — through the 6sense widget in Salesforce. No need to switch between applications. The key info is right there in the CRM.
“Out of all the signals we look at on a daily basis, 6sense intent signals always seem to be the strongest in terms of who’s most likely to enter the funnel and ultimately close,” says Brandon Ray, Reachdesk’s Head of Global OB Demand Generation.
Ben shares that embedding 6sense into their entire go-to-market motion was key: “It’s not just a tool that marketing owns. Sales lives in it. Our entire GTM team treats it as the source of truth.”
This data provides insights into who is taking action within target accounts, which helps BDRs develop targeted outreach plans. Sales managers monitor the platform to ensure all signals are acted upon, while marketing creates segments to coordinate campaigns with sales activities.
Reachdesk also uses 6sense’s integration capabilities, connecting with Salesloft for orchestrated outreach and their own gifting platform to re-engage prospects. More recently, they’ve incorporated 6sense AI Email Agents to automate follow-ups, which has yielded impressive results.
“We ran a campaign with AI Email Agents. Anyone that had claimed a gift in the past through Reachdesk, we followed up with automated emails. We had a 50% close rate on opportunities generated from that play,” says Ben.
The Results
Reachdesk has seen measurable outcomes from 6sense that directly impact their revenue motion:
- 35% win rate from accounts showing 6sense buying signals (significantly above average)
- 65% conversion rate from key accounts to sales-accepted opportunities with 6sense intent data (compared to 50% for accounts without intent signals)
- Greater global visibility into prospect engagement across EMEA, North America, and APAC regions
Ben sums it up: “It’s the difference between being reactive and proactive. We’re not waiting for someone to fill out a form — we’re reaching out to them at the right time, with the right message, because we can see the buying signals.”
About 6sense, Brandon says, “I can’t imagine a world without it. It would just be a guessing game in terms of who we should be reaching out to and when.” Combining 6sense intent data and Reachdesk’s gifting platform is what Brandon calls “the best one-two punch in terms of generating the type of pipeline that closes.”