MentorcliQ is a leading all-in-one employee mentoring and ERG management platform that helps enterprise organizations design, launch, scale, and track the effectiveness of employee development, mentoring, and DEI initiatives
When Gracey Cantalupo joined MentorcliQ as the Chief Marketing Officer in 2017, MentorcliQ didn’t have an account-based marketing strategy.
“Unlike most SaaS companies, we started with inbound marketing first and added outbound later. We wanted to tackle the lower hanging fruit first because we were in a new category: mentoring software,” Gracey, (now former CMO of MentorcliQ,) says.
But MentorcliQ’s focus on strictly inbound marketing led to a gamut of challenges in their go-to-market strategy, such as:
- Limited capabilities to diversity pipeline and proactively engage accounts
- Lack of prioritization for accounts within their ideal customer profile (ICP)
- Manual and time-consuming processes around enriching contact information and capturing relevant insights about prospects
- Siloed sales and marketing efforts
“There was not much thought into which accounts sellers were prospecting into or how many people they should be reaching out to at a given time and who was actually most likely to engage,” Mark Davinroy, MentorcliQ’s Vice President of Client Development, explains.
Gracey knew her team needed a tool with sales intelligence, data enrichment, seamless platform integrations, and account prioritization capabilities to implement a successful ABM strategy with outbound prospecting. So, MentorcliQ analyzed a few tools before landing on 6sense.
Measuring 6sense Against the Competition
When comparing 6sense to competing platforms, like ZoomInfo and Apollo.io, 6sense’s superior data quality, cost-effectiveness, and robust integration capabilities prevailed.
“We built a ton of confidence in our contact data quality by moving over from Apollo.io to 6sense Revenue AI for Sales. With 6sense, we get the highest quality data for the best price. 6sense’s intent data and direct integration with LinkedIn Sales Navigator streamlines our team’s daily workflows.”
Mark Davinroy
Vice President of Client Development, MentorcliQ
Plus, 6sense’s predictive modeling capabilities proved an attractive asset for identifying potential buyers based on behavior rather than just demographic data.
These features, combined with 6sense’s effectiveness in supporting account-based marketing strategies, particularly in engaging high-value accounts, solidified MentorcliQ’s decision to use the full 6sense platform.
The Solution: Predictive Models, Sales Intelligence, and Workflows
MentorcliQ leverages 6sense predictive models to identify potential buyers based on their behavior, which goes beyond simple demographic or firmographic data. This behavior-based targeting allows MentorcliQ to pinpoint potential buyers who exhibit similar behaviors to past buyers, making their marketing efforts more precise.
Moreover, the predictive analytics provided by 6sense helps MentorcliQ prioritize their accounts more effectively and streamline daily workflows.
“The 6sense dashboard is where my team starts their day. We use sales intelligence to capture all of our contact information after scanning through LinkedIn Sales Navigator,” Mark explains.
Mark explains that his team uses 6sense to look at recent interactions with known prospects, then look at hot accounts that haven’t been outreached yet. 6sense provides MentorcliQ with sales intelligence capabilities to help sellers not only know exactly who’s ready to buy but also provides them with accurate contact data to conduct the outreach.
“6sense keywords tend to be the guiding light in helping my team find and engage accounts with the relevant messaging,” Mark says.
Garett McDonald, MentorcliQ’s Director of Demand Generation, agrees. His team has been leveraging 6sense orchestrations and workflows to further enhance marketing and sales motions.
Garett says they are using 6sense segments to streamline paid social channels. His team builds an account list based on firmographics and uses 6sense’s dynamic layering filter to filter out companies before syncing with LinkedIn Ads to conduct persona targeting. 6sense helps them engage and incentivize demos on LinkedIn without having to reach out to the customer.
“As a marketer, it’s great to get insights on deals as they progress. Along with enabling and fueling our campaigns, there’s a huge value in the marketing insights we get by having 6sense connected to the whole data stack,” Garett says.
Garett says the strongest orchestrations and workflows use cases happen on MentorcliQ’s website. MentorcliQ set up a 6sense workflow that automatically enriches all firmographics about a person, so when they visit the website and download content, only an email is required.
“We’re doing a lot of testing on lead enrichment right now. It’s been exciting because we save a lot of time and are no longer scrambling to fill in the blanks,” Garett says.
The Results
MentorcliQ’s account-based marketing strategy was previously nonexistent. Since implementing 6sense, they’ve transformed their bleak inbound-only strategy into a holistic account-based approach. By integrating 6sense’s sales intelligence and predictive modeling capabilities, MentorcliQ has been able to enhance its sales processes, making them more targeted, efficient, and effective.
The proof is in the numbers:
- 261% year-over-year (YoY) increase in qualified outbound opportunities
- 271% (YoY) increase in pipeline
- 50% reduction in cost per lead on paid social channels
“We’re seeing a super virtuous feedback loop with 6sense. Not only are we creating more opportunities, but those opportunities are larger in size and moving faster,” Mark says.
