The cloud-native security platform, Elisity, came out of stealth in August 2020 and raised $37 million in Series B financing in 2024.
What’s behind Elisity’s supercharged growth? A combination of market demand, strong product-market fit, and the right tools to support ambitious go-to-market plans.
“We’re on an aggressive growth trajectory, which means there’s a lot of demand for marketing, Charlie Treadwell, Elisity’s chief marketing officer, says.
That’s where 6sense Revenue AI™ comes into play. This story explores how Elisity uses 6sense to measure the impact of their increased marketing spend while in hypergrowth mode. .
Building Early Marketing Foundations with 6sense
When Elisity first started using 6sense in November 2020, they were focused on building a marketing strategy from the ground up.
Charlie says, “We started with the lowest common denominator, which is identifying who visits our website and following up with those people to make sure we didn’t miss out on opportunities.”
Using Revenue AI for Marketing™, Elisity marketers also…
- Build account lists to help sellers determine who to target
- Use keyword-based intent signals to identify buyers researching Elisity’s solutions and those of competitors
- Run retargeting campaigns and sync audiences for LinkedIn content
- Send automatic Slack alerts to inform sellers of new accounts, website hits, and intent data so they can engage customers at the right time
6sense has also been a critical player in Elisity’s virtual events with prospects and customers. Before 6sense, Charlie says they’d manually go through exported Salesforce lists to build segments for virtual events. Now, 6sense segments automatically build out the reports and break down accounts by industry, size, and active opportunities. 6sense segments also drive net-new customers and prospects to a separate landing page to book a 15-minute sales call after the event.
Elisity’s early wins with 6sense include:
- $3.8 million in pipeline from 4 qualified meetings
- 7x increase in account engagement from LinkedIn
- 30% increase in open opportunities
Now, Elisity has further refined their go-to-market strategy by adding Revenue AI for Sales™ to the mix.
Standardizing Further with Revenue AI for Sales™
While 6sense helped Elisity launch a strong marketing strategy, they implemented 6sense Revenue AI for Sales to address the following challenges:
Limited Outreach: Elisity’s initial approach to sales outreach involved engaging with only one or two individuals or a single team. This method proved to be inefficient given that their product required simultaneous engagement from both the security and network teams to address client needs effectively.
Manual Segmentation Processes: Before implementing 6sense, identifying and engaging with in-market buyers was a significant challenge due to the manual processes involved. Elisity’s team had to manually sift through exported lists from Salesforce to build segments for virtual events. This labor-intensive process was time-consuming and prone to errors, which led to missed engagement opportunities.
Elisity was previously using ZoomInfo for contact data, but was on a mission to consolidate their tech stack and drive value through a single vendor. “Since we could pull the sales intelligence experience with 6sense into Salesforce and Sales Navigator, it made the case for standardization,” Charlie says.
“ZoomInfo is a heavy piece of tech when it comes to integrations, so it is much easier to have all the data in one platform, like 6sense,” Tricia Lee McNabb, senior director of marketing at Elisity, adds.
Optimizing Success with Sales Intelligence
Elisity has one business development representative (BDR), Emily Mock, which means they need to be as efficient as possible when targeting accounts. Elisity’s BDR has a clear goal: to book first meetings. They don’t waste time guessing which accounts are hot — they prioritize which ones to target based on 6sense’s account intelligence and buyer intent data. This allows Elisity to target accounts based on where they are in their buying journey.
“With 6sense, I can laser-focus my efforts on the accounts most likely to convert. The platform’s AI-driven insights allow me to prioritize my outreach and tailor my messaging, maximizing my efficiency and boosting our conversion rates.”
Emily Mock
BDR, Elisity
Tricia and Emily check 6sense daily to see which hot accounts are visiting their website, in real time. 6sense can find important contacts and check information faster than anyone else. Because of this, 6sense has helped Elisity reach the buying stage 45% more often compared to the average of 37%.
Using the 6sense Chrome extension, they can easily capture contact details and more intelligence by visiting an account’s website or performing LinkedIn searches.
“Instead of always just trying to scrape the web for information, the combination of sales intelligence and LinkedIn Sales Navigator has really helped us streamline finding the right people and accounts, then going after them,” Tricia Lee says.
Being able to quickly reach more buying team members has helped Elisity convert more accounts into opportunities.
Much of Elisity’s marketing budget goes toward events, and 6sense sales intelligence capabilities elevate post-event follow-up even further. Using account lists of who attended events, Elisity sellers use 6sense and Salesforce to persona map and conduct contact data comparisons. They then overlay this information on LinkedIn Sales Navigator to fill in missing information, leaving them with the most accurate, precise list of accounts to follow up with.
Elisity has also increased conversion rates with one simple hack: shorter forms. Using the 6sense and HubSpot integration, Charlie created hidden fields on form fills that automatically enrich with 6sense information. 6sense Smart Form Fill reduces form abandonment by requiring fewer fields, while still delivering high-quality data.
And Elisity continues to see growth with 6sense following their most recent round of funding, which drove an influx of website traffic visitors. “It was extremely helpful after the Series B to see who was organically coming to the website so that we knew we needed to target them,” Charlie says.
Takeaways
From coming out of stealth in 2020 to completing a Series B funding round in 2024, 6sense has been a major player in Elisity’s growth journey.
To summarize:
- Elisity’s growth and effective use of tools like 6sense to support their go-to-market plans despite a lean marketing budget and BDR team.
- The implementation of 6sense has significantly improved Elisity’s marketing and sales strategies, leading to substantial increases in pipeline, account engagement, and open opportunities.
- With Revenue AI for Sales™, Elisity has streamlined their sales processes, improved data accuracy, and increased conversion rates, making their outreach more efficient and effective.
6sense has empowered Elisity’s revenue team to do more with less. Charlie says, “We would have to buy a bunch of different tools to replicate what 6sense does in a single platform. Every startup needs all of 6sense’s capabilities to get the most out of their budget.”
