In recent years, Ceros — an interactive content platform that empowers companies to transform their digital touchpoint experiences — was on a mission to expand their business.
But they needed an account-based marketing solution to equip revenue team members with the kind of intent data and actionable insights that could generate meaningful results and growth.
Gabi Fishkind, the company’s Head of Revenue Development, explains how 6sense has helped Ceros’ go-to-market efforts and achieve an impressive additional 450 opportunities with a meeting-to-SQL conversion rate of over 72%.
The Challenge
Before implementing 6sense, Ceros’ sales development representatives (SDRs) didn’t have a consistent, reliable way to prioritize prospects within their target audience, which consisted of 300–400 target accounts per SDR. This made it difficult for sales and marketing to allocate their time and resources effectively.
With no segments to help prioritize outreach, “Sales reps were struggling with hundreds of target accounts that they just couldn’t hit,” she says.
With an impossibly large number of target accounts bogging them down, sellers prioritized outreach efforts based on instinct instead of data.
Ceros needed a platform to provide direction on where revenue team members should focus their time and resources. Offering robust intent data and the ability to segment target accounts, 6sense proved to be the perfect solution.
The Solution
Ceros’ marketing and sales teams leverage 6sense, with SDRs as primary users. Ceros adopted a consistent approach to using 6sense across North America and EMEA (Europe, the Middle East, and Africa). Revenue targets and metrics remain the same in both regions, making the global roll-out seamless.
“The biggest selling point for us was the ability to say, ‘Okay, these are the top 20 accounts in the Decision and Purchase stage that you should focus on,’” Gabi explains. “It’s not saying you never touch the other accounts again, but it’s about understanding where to put personalized efforts.”
Ceros’ SDRs now start their day using 6sense dashboards to discover which accounts are in the Decision and Purchase buying stages. Gabi says SDRs prioritize outreach for that day’s top 10 to 20 hot accounts.
Additionally, 6sense segments enable SDRs to discover other accounts that are showing early buying signals and should be targeted with personalized marketing content. 6sense segments help sales reps better understand their verticals and how to allocate resources. Accounts early in their buying journey are targeted with broader content, while accounts in the Decision and Purchase stage receive highly targeted, personalized outreach.
Julia Elmendorf, the company’s Manager of Sales Development, says, “The intent data isn’t something we had before 6sense, so it’s opened our eyes to what our prospects are looking for before we even reach out to them.”
The Results
Before implementing 6sense, Ceros faced challenges prioritizing accounts and allocating resources across sales and marketing. 6sense intent data equips revenue team members with the necessary information to focus outreach efforts more effectively.
Using 6sense, Ceros has created over 100 different GTM segments that have helped narrow down their ideal customer profiles (ICPs) and target accounts. This has led sales reps to conduct more personalized outreach, resulting in the creation of 450 new opportunities in just six months.
6sense’s predictive model has also influenced the following results:
- 72% increase in meeting to SQL rate
- 22% increase in average deal size
- 109% increase in win rates
- 118% increase in opportunities
“6sense gave us a starting point on where to personalize those efforts, and we saw an immediate return,” Gabi says.
