GSI, a leading ERP, CRM, and MAP consulting firm specializing in JD Edwards, NetSuite, HubSpot, and infrastructure technologies, adopted 6sense in April 2025 to enhance their go-to-market strategy with buyer intent data and predictive analytics.
They started with self-built segments for outbound prospecting and email campaigns in HubSpot, and quickly launched display ads, achieving immediate value through event targeting, competitive intelligence, and pipeline acceleration. All was supported by tailored training and guidance from their 6sense Customer Success Manager.
The Challenge
Upon receiving their 6sense welcome email on April 8, 2025, GSI’s team, new to the platform except for one member’s prior experience, faced the need to rapidly integrate buyer intent data into their martech stack for ABM tools while completing onboarding.
Key challenges included:
- Inaccurate intent signals from a legacy contact-data provider’s intent add-on, leading to misguided pursuits (e.g., false positive alerts on accounts like Dollar Shave Club that had been triggered by only a single keyword with no supporting evidence of an underlying pattern of buyer interest).
- Declining webinar attendance and limited visibility into in-market accounts that weren’t already on sales’ radar.
- Shifting ad spend from LinkedIn to a new intent data platform without disrupting ongoing campaigns, amid the pressure to prove quick wins in predictive analytics for B2B marketing.
“Our keys to success have been starting small, identifying key wins or discovered data, and sharing immediately, and being creative with ways we can leverage the platform… To engage sales and encourage adoption, we listen on sales calls for situations where a deal might be stuck, or we don’t know who we’re up against, and research the account, in real-time in 6sense, and surface that missing information live on the sales call.”
The Solution
GSI collaborated with their 6sense customer success team for detailed walkthroughs and purpose-built trainings tailored to marketing and sales departments, enabling fast adoption of buyer intent data and ABM tools.
Key solutions included:
- Dynamic Segments with Buyer Intent Data:
- Built segments using intent signals and competitive keyword engagement to identify in-market accounts for conference invitations
- Swapped-out email campaigns targeting 30 competitor users on April 23, and new target lists for webinars starting in May — providing precise ABM targeting far superior to manual processes.
- Display Campaigns and Integrations:
- Shifted the majority of LinkedIn ad spend to 6sense, launching initial campaigns on July 2 targeting legacy technology users, followed by more in July and August
- Integrated with HubSpot for seamless outbound prospecting and email flows.
- Real-Time Insights and Adoption Tactics:
- Used 6sense to debunk alternative intent data vendor’s data with screenshots (e.g., April 29 alert)
- Shared quick wins like website visits from ads via activity charts
- Surfaced competitive intel live on sales calls to drive excitement and alignment in B2B revenue operations.
The Results
6sense empowered GSI to achieve rapid growth in their sales and marketing initiatives through buyer intent data and predictive analytics.
- Pipeline Acceleration: Generated $511K in pipeline from a July 2 to August 16 campaign targeting 7,619 accounts, resulting in increased engagement from 803 accounts.
- Enhanced Targeting and Efficiency: Identified high-intent accounts for events and webinars, ran cost-effective display ads with tiny budgets yielding big impacts.
- Sales Adoption and Creativity: Boosted team engagement by sharing data-driven wins and leveraging the platform innovatively, such as targeting partner sales reps with display ads for awareness and referrals, while automating contact creation into 6sense AI Email Agent sequences via audience workflows.
Verified Outcomes
- Onboarding Speed: First segment built April 10, 2025; live before full onboarding completion.
- Campaign Performance: 132 accounts: 108K impressions, 60 clicks, 3.79% AVT, 15.91% ACTR
- Pipeline Impact: Second campaign (7,619 accounts): 803 accounts with increased engagement, $511K pipeline from July 2 to August 16.
- Intent Validation: Debunked legacy intent data vendor’s alert on April 29 using 6sense data showing minimal signals.
- Ad Launches: First two on July 2, one on July 17, three in August after shifting LinkedIn spend.
“Don’t be afraid of segments. Play around, see what you uncover! Don’t be afraid of ads; you can make a big impact with a tiny budget! Engage with the trainings and 6sense communities — there’s a lot to learn and soon you’ll have a lot to share!”
Shaping the Future
6sense is now central to GSI’s B2B marketing efforts, with plans to deepen use of audience workflows and 6sense AI Email Agents for automated sequences, expand display targeting for partner referrals, and continue using buyer intent data for predictable pipeline growth in ERP consulting services.