A few years ago, FireMon’s marketing team faced a common B2B problem: strong MQL volume but weak conversion and limited sales adoption. Marketing focused on individual contacts and single-touch campaigns, resulting in wasted effort on accounts that were not a strong fit.
The Challenge
Sales engagement with marketing-sourced leads hovered around 10%, and teams lacked alignment on which accounts mattered most. To drive meaningful pipeline growth, FireMon needed to shift from a lead-centric approach to a coordinated, account-based strategy.
Their goals were to:
- Target high-fit accounts more precisely
- Coordinate messaging across channels automatically
- Move quickly when market opportunities appeared
- Scale ABM without increasing headcount
- Build trust and alignment with the sales team
FireMon realized success would require more than new campaigns—it required a scalable ABM infrastructure powered by shared data and automation.
The Solution
Using 6sense, FireMon implemented an integrated ABM framework that unified account insights, automated workflows, and cross-team collaboration.
The company leveraged:
- 6sense Revenue Marketing to identify target accounts and track buying-stage signals
- Intelligent Workflows to automate campaign orchestration across channels
- Contact data to build complete buying groups within priority accounts
This connected ecosystem gave both marketing and sales visibility into the same account intelligence and enabled coordinated engagement across advertising, sales outreach, and digital channels.
When a major competitor exited the market, FireMon used this infrastructure to launch a competitive displacement campaign in just 10 days—demonstrating the power of their new ABM engine.
Over time, FireMon expanded these workflows to orchestrate complex multi-channel journeys and stage-based messaging across their target account universe.
Impressive Results
FireMon’s new ABM approach delivered significant operational and revenue impact:
- Scaled account engagement dramatically without adding headcount
- Accelerated campaign execution from weeks to days
- Strengthened sales adoption and collaboration
- Improved pipeline velocity and conversion
Most importantly, marketing and sales evolved into a unified revenue team operating from shared account intelligence and coordinated plays.
Shaping the Future
Today, FireMon continues to refine its ABM strategy through ongoing experimentation, workflow optimization, and close collaboration between marketing and sales teams.
With 6sense serving as the foundation of its account intelligence and orchestration strategy, FireMon can quickly respond to market shifts and scale personalized engagement across hundreds of accounts without increasing operational complexity.
Read the full Blueprint to learn more about FireMon’s strategy, workflows, and results with 6sense.