Salla Eskola, currently the senior director of global growth marketing at Corporate Visions, has seen the company through multiple iterations of strategy shifts in her six-year tenure.
Until last year, Corporate Visions was dealing with data ogres and phantom MQLs. So, in October 2023, they embarked on a transformative journey to modernize their go-to-market strategy with intent data, sales intelligence, and generative AI.
The Challenge: Modernizing ABX: The Need for Intent-Driven Marketing
Before implementing 6sense, Corporate Visions faced several challenges in their sales and marketing efforts:
- Lack of intent data: The team struggled to identify and prioritize high-intent accounts effectively.
- Inefficient targeting: Resources were often wasted on prospects that weren’t ready to buy.
- Limited visibility: The sales team lacked insights into account behavior and buying signals.
- Siloed approach: The company’s ABM strategy was outdated and not systematically implemented.
“We’d looked into it, and kind of played around with ABX and ABM before, but it was never done in a very systematic way,” Salla says.
The Solution: From Contract to Campaigns in Six Weeks
Corporate Visions implemented the full 6sense platform, including ABM (Account-Based Marketing), Sales Intelligence, and Conversational Email. Joshua White joined the Corporate Visions team as senior manager of global growth marketing to support the 6sense rollout.
The implementation process was swift and comprehensive, with teams launching global intent-based digital paid media campaigns within six weeks.
“We’re using the ABM in marketing really to drive intent, put out marketing campaigns and paid ad campaigns across and use the AI model to move people down the funnel and get them moving through the stages,” Joshua says.
The implementation of 6sense has transformed Corporate Visions’ approach to marketing and sales.
- ABM and Intent-Based Marketing: The marketing team uses 6sense to drive intent-based campaigns and move accounts through the funnel.
- Sales Intelligence: The sales team, particularly the Business Development Representatives (BDRs), use 6sense to identify and prioritize high-intent accounts.
- Conversational Email: This feature helps automate outreach to target accounts that are showing intent for their solutions, increasing the commercial team’s bandwidth, allowing them to focus on conversations with candidates deeper in the pipeline.
- Integration with Existing Tools: 6sense was able to seamlessly integrate with a robust list of tools already in the tech stack, while bringing intent data and other new intelligence to enhance existing processes.
Corporate Visions also uses the power of AI to further streamline their go-to-market motions.
“6sense’s AI assistant helps maximize the bandwidth of the current team that we have. It’s almost like having an extra two, three sets of hands,” Salla says.
Audience Workflows: Enhancing Multi-Channel Strategy
In Q3 of 2024, Corporate Visions began implementing 6sense’s Audience Workflows feature, which is currently in Beta and launching in Q1 of 2025. This tool allows revenue teams to define their Ideal Customer Profiles (ICPs), build target account lists and manage them across different channels, and scale personalized marketing and sales campaigns.
“One of the biggest initiatives that we’re gonna take with audience workflows is how we can execute a multi-channel strategy across different systems, different tools, different providers to make sure that we have one streamlined view.”
Salla Eskola
Sr. Director of Global Growth Marketing, Corporate Visions
The Audience Workflows feature offers several key benefits:
Define and Manage Dynamic Audiences Across Various Channels: Corporate Visions can now find and target accounts that are the best fit for their business and push them to the right engagement channels
Optimize Campaign Building: The platform allows Corporate Visions to optimize their activities based on real-time data about buyers currently in-market.
Scale Unique Buyer Journeys: Audience Workflows enables personalization of the buyer’s experience across multiple channels. White explains the visualization aspect: “It’s like a lucid chart on steroids in a way. You can see the blow, where everything’s going.”
The Results: Transforming Pipeline and Win Rates
Corporate Visions saw rapid and significant results from their implementation of 6sense:
Immediate Impact: During the first two weeks after launch…
- 1,852 total accounts were identified in Decision and Purchase and predicted to be in-market
- 6sense campaigns influenced $12.8M of existing pipeline
Quick Wins:
- The first new opportunity at a 6QA account was created on January 16th, a month after go-live
- The first won opportunity from a 6QA closed on March 6th, just 11 weeks after launch
Dramatic Marketing Pipeline Impact:
- In the first full quarter of usage, marketing’s contribution to pipeline grew from 22% to 81% year-over-year
- The win rate at 6QA accounts in Q1 2024 was 9% higher than the rest of the funnel
- 32% of overall created pipeline in Q1 2024 was from 6QA accounts
In a remarkably short time, 6sense has become the cornerstone of Corporate Visions’ marketing engine. The platform has enabled them to transform their go-to-market strategy, significantly improve their pipeline, and achieve a higher win rate. As they continue to leverage and expand their use of 6sense, Corporate Visions is well-positioned to maintain its leadership in the B2B sales and marketing space.
