DealHub’s next-generation CPQ (Configure, Price, Quote) platform empowers visionary business leaders to connect their teams and processes, execute deals faster, and create accurate and predictable pipelines.
Headquartered in Austin, DealHub helps the world’s most effective sales teams at growing companies like Braze, Freshworks, Drift, and Gong. DealHub has achieved 5 consecutive years of hypergrowth and secured total funding of $90 million to continue to disrupt the revenue technology industry.
To continue this momentum, DealHub’s marketing team, led by CMO Gideon Thomas, prioritizes scalable campaigns that contribute to DealHub’s efficient growth by protecting customer acquisition cost (CAC). “We avoid looking at KPIs in isolation and instead consider the company’s go-to-market objectives and how marketing can contribute holistically,” he says.
This approach requires total visibility of campaigns to measure performance, attribute success, and reinvest in the right channels. To uncover a complete picture of the cumulative “halo effect” of their marketing, DealHub turned to 6sense.
Gideon explains how 6sense helps DealHub close their attribution gap and prove marketing’s value.
The Challenge: Improving Attribution to Measure Marketing’s True Impact
One of DealHub’s primary marketing channels is Linkedin, where they run robust ad-targeting based on ICP, target accounts, firmographics, and specific segments.
While Linkedin proved a successful way to drive traffic to the DealHub website, the phasing out of third-party cookies meant much of this traffic was anonymous, resulting in gaps in attribution and difficulty measuring success.
Beyond Linkedin, with every dollar spent under scrutiny, DealHub’s marketing team wanted more visibility into the cumulative effect of their inbound and outbound marketing efforts. They wanted to measure this “halo effect” rather than using last-click attribution, where all credit for a conversion is given to the last touchpoint in the buyer’s journey.
Measuring the Halo Effect
Understanding this halo effect is key for today’s marketing leaders, Gideon explains.
“Marketing leaders need to see budgets through the lens of the CFO,” he says. “If you are thoughtful about closing the blind spots on your successes that you can’t attribute — the halo effect of your marketing — you can both protect and increase your budget, increase scalability, and increase confidence at the executive level that you’re in control of your go-to-market engine.”
To uncover anonymous traffic and get visibility into their attribution blind spots, DealHub implemented 6sense.
The Solution: Website DeAnonymization and Cumulative Account Scoring
With 6sense, DealHub sees all buyer touchpoints and tracks attribution over time, helping them prioritize efforts and allocate resources more effectively.
6sense uncovers DealHub’s anonymous website traffic, tracking attribution across all touchpoints. Meanwhile, by aggregating 6sense intent data with all of their marketing sources, DealHub can understand the halo effect of their multichannel marketing approach — as well as where to reinvest their budget.
“We can see literally every single touchpoint, not only from all the 6sense sources but all of our additional intent sources from everything we’ve previously done in the ecosystem,” Gideon says.
Cherry-Picking the Right Opportunities
Gideon also explained how DealHub uses 6sense intent data as part of their account-based scoring system to help BDRs know where to focus their efforts.
“As well as validating attribution, by aggregating all this information, it enables us to build up a scoring system,” Gideon says. “This is where we’re seeing the most intent in the marketplace, by bringing together all our sources to create a scoring index.”
This empowers BDRs and sales to cherry-pick in-market opportunities the first time around, or reheat old deals when the time is right.
“Intent signals allow us to reprioritize that effort and know exactly when this person is back in-market,” Gideon says.
The Results: Protect Marketing Budget and Drive Efficient Growth
“By switching to 6sense, we’re now able to close the attribution gap to see the total impact of every dollar spent,” Gideon says.
- DealHub can now identify 80% of anonymous traffic
- Inbound attribution increased from 30% to 85%
- Recognized 80% of attribution for outbound from paid-media assistance
Together, these improvements enabled DealHub to cut their overall attribution blind spot down to between 15% and 20%. As a result, they can build a detailed picture of the customer journey, measure the cumulative impact of their marketing, and reallocate their budget where it’s most effective.
At a time when brand budgets are being slashed, 6sense helped DealHub’s marketing team maintain budget and keep performing. “6sense is part of DealHub’s central nervous system,” Gideon says.
In fact, Gideon’s only regret is he didn’t invest in 6sense sooner.
“If I was to do this all over again and build another hyper-growth company, I wouldn’t wait two to three years to bring in 6sense. It would be one of the first tools that I’d negotiate a budget for, right from the interview process.”
