When enterprise software companies think about account-based marketing, they typically focus on new business acquisition. But CallMiner, a leader in AI-powered conversation intelligence, saw an opportunity to revolutionize how they engage with their existing customer base. By combining Gainsight health scores with 6sense’s targeting capabilities, they’ve created a sophisticated approach to customer expansion that’s transforming their enterprise relationships.
The Challenge
CallMiner was wrestling with a familiar challenge for enterprise software: helping customers maximize value from their platform. With customers spanning multiple industries and use cases, their technology often started in contact centers but has the power to deliver insights across departments.
“Our customers come in all different shapes and sizes, industries, and use cases,” says Alexandra Robson, global head of demand gen and marketing at CallMiner. This diversity created several hurdles:
- Breaking through organizational silos that prevented wider adoption
- Supporting customer champions in demonstrating value to other departments
- Delivering relevant resources based on varying customer maturity levels
- Identifying and engaging new stakeholders who could benefit from the platform
The Solution
Rather than taking a one-size-fits-all approach to customer marketing, CallMiner developed an innovative strategy using Gainsight health scores to drive their digital advertising through 6sense. This allowed them to segment customers based on maturity and tailor messaging accordingly.
“We segmented our adverts based on what customers need at different stages. Red health customers might need onboarding resources or information about our out-of-box solutions. Yellow health customers might benefit from best practices and community insights. And green customers, who are already doing well with our platform, might want to learn about new features or innovative use cases to enhance their ROI and business benefits.”
This approach enables CallMiner’s customer success (CS) team to be more proactive in their customer engagement. Integration between 6sense’s digital advertising and internal customer success and growth workflows creates new opportunities for meaningful outreach. When the CS or growth team sees engagement with specific content, they can quickly follow up with relevant resources and support tailored to the customer’s maturity level. The strategy is particularly effective in large enterprises, where finding new stakeholders is crucial for expansion.
“Because we’re advertising at the account level rather than the person level, we can reach people within these organizations that we didn’t even know had an interest in these capabilities,” says Alexandra. “It helps our internal champions penetrate other parts of their business.”
The Results
CallMiner’s strategy has yielded promising early results, with particular success in driving influenced form fills and increased engagement from existing customers. This has helped the CallMiner team identify new stakeholders within their accounts and create opportunities for expansion.
But the impact goes beyond metrics. The program has transformed how CallMiner engages with customers, shifting from reactive to proactive engagement. “Historically, our approach has been a little more reactive than proactive.,” reflects Alexandra. “Now we’re more strategic about prioritizing where our teams spend their time.”
CallMiner’s ABM-focused strategy has delivered significant, quantifiable improvements across key customer metrics:
Account Health Progression:
- 50% of red health ABM target customer accounts advanced to yellow, compared to just 15% of red non-ABM accounts.
- Likewise, 48% of yellow health ABM targets moved up to green, far outpacing the 19% seen in yellow non-ABM accounts.
Accelerated Value Realization:
- Green health ABM accounts saw an average annual contract value (ACV) that was 10% higher than that of green standard (non-ABM) accounts.
These outcomes highlight the impact of CallMiner’s health score-driven ABM approach, accelerating customer maturity and driving higher revenue expansion across their customer base.
The success of their customer-focused ABM has also influenced their broader marketing strategy. CallMiner now maintains “always-on” campaigns for their top prospect accounts, segmented by vertical and aligned with sales priorities. This ensures marketing provides air cover while BDR and sales teams actively work on their target accounts.
By rethinking how ABM technology can serve existing customers, CallMiner has pioneered a new approach to enterprise customer engagement. Their innovative use of health scores for segmentation demonstrates how companies can use 6sense’s capabilities beyond traditional prospect targeting to drive value across their entire customer lifecycle.