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How FireMon Optimizes Multi-Channel Campaigns with 6sense Audience Workflows

6sense for Sales & Marketing
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34%

click-through rate


50%

increase in buyers' engagement behavior


100%

daily 6sense login rate among sellers

When Taylor Allewelt joined FireMon as an account-based marketing manager, she discovered an untapped goldmine: the company’s 6sense instance wasn’t being used to its full potential. Together with Amy Yuan, director of marketing operations, they saw an opportunity to transform FireMon’s marketing approach.  

Now that the company, a leader in network security policy management, had the support — along with a vision for maximizing their marketing technology — they were ready to pivot to a focused account-based strategy with 6sense. But first, they needed to address a few challenges.   

The Challenge

Along with the underused 6sense platform, prior to 2024, FireMon’s marketing strategy was broad, targeting SBM, midsize, and enterprise markets without a cohesive approach. The company struggled with: 

  • Lack of alignment between sales and marketing teams 
  • Inefficient use of their extensive martech stack 
  • Limited ability to nurture leads through multi-channel marketing 
  • Difficulty in identifying and engaging high-intent accounts 

“Prior to 6sense, we used a one-size-fits-all approach for our campaigns, treating all prospects the same regardless of their buying stage. We showed them a single message and hoped for engagement,” Amy explains.  

Taylor adds that they needed support automating the buyer’s journey throughout the funnel. She says, “We were running simple plays but wanted to run a complicated play. We wanted to mimic how the buyers ingest their information. We knew 6sense could help us do that.”  

The Solution

FireMon implemented a comprehensive ABX strategy using 6sense’s capabilities, starting with an audit of their existing 6sense instance. As Taylor explains, “I looked at our taxonomy, our ICP account formula, making sure we’re seeing the same thing from our Salesforce that we are in 6sense.” This laid the groundwork for a more effective use of the platform.  

In Q3 of 2024, FireMon began using 6sense’s Audience Workflows feature, which is currently in beta and launching in Q1 of 2025. Audience Workflows has become a central part of FireMon’s strategy because it streamlines data management and omni-channel engagement with automated workflows.  

“Audience Workflows enables us to automate intricate, full-funnel buyer journeys with ease. This powerful multi-channel automation platform drives our digital, email, and social marketing campaigns by leveraging audience intent signals. It nurtures leads through their ideal, complex buyer journeys, allowing marketing to effectively warm up prospects before seamlessly handing them off to our sales team.”

Taylor Allewelt
Sr. ABM Manager

Audience Workflows allows teams to manage dynamic audiences across various channels like display, social, CRM, MAP, and email all on a single canvas within the 6sense ABM platform. FireMon has also integrated 6sense with other key platforms in their tech stack, including Marketo, Salesforce, and Google Ads. 

“Audience Workflows is the only tool I’ve encountered that truly provides us with a visual way to bring everything together,” Amy says. 

The tool has enabled the team to nurture leads more effectively, expanding beyond basic email campaigns to incorporate digital advertising and other touchpoints tailored to the buyer’s stage – a true omni-channel buyer’s journey.

FireMon has already experienced the impact of being able to create streamlined, hyper-personalized campaigns within Audience Workflows.  

“Because of Audience Workflows, we’re able to meet our buyers where they’re at. We can give them relevant messaging and content suggestions. As a result, we’ve been able to see a 50% increase in buyers’ engagement behaviors,” Taylor says.  

Another key component involves 6sense’s contact acquisition program, which helped to fill the gap left by a reduced SDR team and enabled marketing to take a more active role in prospecting and lead nurturing.  

Accelerating Growth with Professional Services 

FireMon rolled out 6sense Revenue AI for Sales simultaneously with Audience Workflows. Since implementing two new tools at once can be time-consuming, FireMon received support from a 6sense professional services expert.

Taylor says, “Having professional services help us implement Sales Intelligence allowed me to focus more of my time on the Audience Workflows rollout.” 

For FireMon, 6sense Professional Services provided expertise in five key areas: 

  1. Project Planning and Support: Provided a structured plan for the rollout, ensuring a clear timeline and actionable steps.
  2. Securing Executive Buy-In: Prepared and presented slide decks tailored to the executive team, highlighting the benefits and strategic value of the SI enterprise solution.
  3. Training and Onboarding: Conducted comprehensive training sessions for the sales team, ensuring they were well-versed in using the new tool.
  4. Driving Adoption: Incentivized the sales team to complete their sales certifications with a SPIFF program that was instrumental in driving adoption and ensuring that 10 sales team members were certified.
  5. Sales Leadership Engagement: Sales leadership actively adopted and promoted the tool, integrating it into their daily and monthly metrics. This top-down support was crucial in maintaining ongoing engagement and utilization of the SI enterprise solution.

Working with 6sense Professional Services allowed FireMon to roll out Sales Intelligence in just one month, cutting launch time in half. Additionally, FireMon has seen a 100% daily login rate among sellers and steady levels of daily activity. 

“Having internal support from 6sense took pressure off of me to learn a new tool and present it to executives. Support from our 6sense expert accelerated our executives’ knowledge of the tool which then accelerated the purchase of the solution,” Taylor says. 

The Results

FireMon’s 6sense display ads, which are part of a retargeting nurture program integrated with Audience Workflows, stand as their top-performing 6sense campaign. This campaign generates twice the impressions compared to others targeting a similar audience size, achieving an impressive click-through rate (CTR) of 34%. This metric is significantly higher than the typical CTR range of 7-14% observed in similar flows.  

By aligning marketing and sales efforts through shared use of 6sense data, FireMon successfully transitioned to an ABX strategy, aligning sales and marketing efforts and creating more targeted, efficient campaigns based on intent data and buyer stage.  

FireMon has seen significant impact with 6sense, such as: 

  • Enhanced engagement impressions, and CTRs across campaigns powered by Audience Workflows,
  • Accelerated launch timelines for complex multi-channel workflows, 
  • Strengthened collaboration between RevOps, ABM, and GTM teams for seamless alignment, 
  • Positive impact on sales outcomes and, 
  • Expanding reach within ICP accounts through Audience Workflows-driven ABM campaigns. 

“During Covid up until the start of last year we wanted to leverage the best in class tools for our RevOps and MarTech stacks but we found we never used everything to its full capacity. That’s why we did a RevOps and MarTech consolidation in 2024 and the decision to make 6sense a core platform we use to its full potential has already made a substantial impact,” Joey Saucedo, FireMon’s GTM chief of staff, says. 

The streamlined approach has fostered unprecedented collaboration across teams, with the platform serving as the central hub for their marketing and sales initiatives. 

“6sense is like the glue that keeps us together,” Taylor concludes.  

About the Customer

FireMon improves security operations that will in turn lead to better security outcomes. FireMon delivers industry-leading security policy management, cloud security, and asset management solutions. Our platform is the only real-time solution that reduces firewall and cloud security policy-related risks, manages policy changes, and enforces compliance.

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