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When Dialpad set out to build their digital account-based marketing program in late 2023, they knew they needed more than just powerful platform capabilities — they needed expertise to maximize their investment and accelerate results.
As digital ABM manager at Dialpad, Shanelle Rucker brought valuable experience implementing 6sense in her previous roles. But rather than following the traditional path of working with an external agency, she saw an opportunity to take a different approach.
The Challenge
As the sole practitioner managing Dialpad’s digital ABM initiatives, Shanelle had several hurdles to overcome:
- Building and scaling a new ABM program while learning the intricacies of 6sense’s advertising capabilities
- Creating consistent, effective creative strategies across multiple product lines
- Optimizing campaign performance without the bandwidth to constantly monitor and adjust tactics
- Maintaining strategic focus while managing day-to-day campaign operations
- Optimizing results while staying within budget
Recognizing that building a successful ABM program would require both platform expertise and dedicated support, Dialpad turned to 6sense Professional Services. This team specializes in campaign strategy, execution, optimization, and performance analysis to help customers maximize their marketing investments.
The Solution
Shannelle partnered with 6sense Professional Services to establish a collaborative weekly rhythm focused on strategic planning.
“Having a professional service’s expertise lets me focus on building the broader ABM program knowing our campaigns are in expert hands. We strategize as advertisers together, combining her platform knowledge with my understanding of Dialpad’s needs.”
Shanelle Rucker
Digital ABM Manager, Dialpad
One key initiative: Testing messaging and creative strategies across Dialpad’s product lines. Through rigorous A/B testing, they analyzed how different visual elements impacted campaign performance. The team discovered that product UI screenshots increased click-through rates — but only under specific conditions. Visuals needed adequate space to display properly and had to directly reinforce the ad message to drive engagement.
These insights led to the development of standardized creative templates optimized for 6sense ad campaigns. “Now we have data-backed guidelines for our design team,” says Shanelle. “We know exactly when and how to use visuals to maximize performance.”
The Results
Beyond campaign performance, working with Professional Services delivered broader benefits for Dialpad:
- Accelerated platform expertise through direct access to 6sense advertising specialists
- Increased bandwidth for strategic initiatives by offloading campaign management
- Faster optimization cycles through weekly collaborative review sessions
Ultimately, Dialpad gained direct access to platform advertising expertise while maintaining the strategic alignment that comes from working with internal experts. The results? Between Q3 and Q4 2023, Dialpad saw a 17% reduction in cost-per-click and 41% increase in influenced form fills.
The ongoing collaboration continues to uncover new opportunities for optimization.
“Every decision we make is truly collaborative,” Rauli Garcia, 6sense’s VP of Strategic Consulting and Analytics, says. “We’re constantly analyzing performance data and testing new approaches to improve results. It’s about building a foundation for long-term success, not just managing campaigns.”
