Automox, a leader in cloud-native IT operations, continues to make headlines with global expansion announcements and revolutionary product releases designed to automate IT endpoint management. This hypergrowth wouldn’t be possible without Automox’s account-based marketing team, which uses 6sense as a key tool in their go-to-market efforts.
Laura Partyka, Senior Manager of Account-based Marketing, knows a thing or two about account-based marketing, having been in the industry for nearly 20 years.
To effectively support ABM at Automox, Laura says, “We had to have 6sense. I’ve learned over the years I need 6sense. In my last job, I didn’t have 6sense, and it was challenging.”
Laura, along with Maddie Regis, Account-based Marketing Manager at Automox, are examples of how both sales and marketing can leverage the power of 6sense in an ABM strategy, which has produced 51% of closed-won deals at the company.
The Challenge: Inbound-Focused GTM Strategy
Automox’s go-to-market strategy before implementing 6sense was inbound-heavy, the target audience was not mapped out, and they waited for accounts to qualify themselves.
Limited visibility into potential deals meant they were missing a lot of sales opportunities.
When Laura and Maddie joined the Automox team in 2022, they supported the Chief Marketing Officer’s vision to expand outbound motions with account-based marketing and sales. Having used 6sense in previous roles, Laura knew exactly where to start.
The Solution: Driving an Outbound Strategy with 6QAs
“The entire outbound strategy was built around 6sense,” Laura adds, “Every person on our sales team gets trained on 6sense when they first get hired.”
She adds that since Day One of implementing 6sense, BDRs have been required to start their day looking at 6sense Qualified Accounts (6QAs), defined by data-driven models that actively predict which accounts are:
- An ideal fit (a Forrester analysis determined 6QAs generate 2x average contract value)
- In the decision or purchase stage of their buying journey
Then, 6sense informs Automox sellers who to contact from those accounts. Finally, 6sense keywords help sellers strategically tailor their outreach messages based on what has historically converted.
But, how sales use 6sense is just one-half of the equation.
How Marketers Use 6sense
Automox marketers use 6sense intent data in outbound marketing campaigns, creating a holistic go-to-market strategy with sellers.
Maddie explains that by reaching accounts with messaging that matches their interests, Automox provides air cover for their sales reps — nurturing accounts along in the pipeline and piquing their readiness for conversation.
6sense intent data gives marketers the information needed to launch highly targeted content specific to where accounts are in their buying journey.
“Even if an account is just in the awareness phase, they’re at least starting to learn more about Automox. Then we continue to develop them until they hit that stage where they become a 6QA, and sales can reach out,” Maddie says.
The types of content that are delivered also vary by the account’s predicted buying stage, which helps make sure buyers receive useful info at each step to drive their decision-making forward. Accounts in the consideration stage are targeted with thought-provoking blog content, while decision and purchase stage accounts are offered product demos.
“We try to focus on those pain points and get them to the website and have them explore everything there,” Laura says.
The Results
Culturally, Automox has enhanced team alignment since sales and marketing use 6sense as a guiding light and can show which efforts are yielding results.
“6sense helps us align with sales by stating anything generated on a 6QA from our outbound team is attributed to this program,” Laura says.
Some of the results attributed to 6sense’s role in Automox’s ABM strategy include:
- 35% increase in sales, driven especially by increased average selling price
- 88% increase in the number of closed won deals
- 17% increase in the number of opps
- 51% of closed won deals at the company, and nearly half of the pipeline generated.
Reflecting on the work accomplished since 2022, Maddie and Laura share similar sentiments.
“Coming from another B2B company that was very account-focused but didn’t have an account-based program, I couldn’t imagine doing this without 6sense now. It gives you so much more visibility; otherwise, you’d be flying blind,” Maddie says.
Laura adds, “Simply put, I couldn’t do my job without 6sense. It’s a must-have for any Account-Based Marketing program.”
