In the dynamic world of digital marketing, Folloze stands out with their robust platform designed to deliver personalized marketing campaigns that resonate deeply with audiences. By harnessing a comprehensive set of data-driven insights, Folloze enables B2B marketers to craft customized journeys that not only engage but also convert.
Enter 6sense Revenue AI™, a leader in predictive intelligence and intent data, which when integrated with Folloze, transforms the landscape of top-of-funnel marketing. Folloze provides an easy, yet highly personalized way to engage buyers based initially on 6sense signals, and over time on a combination of 6sense insights and behavioral data collected on the Folloze platform. Turning traditionally generic campaigns into highly personalized connected experiences from the first to last touch.
Melinda Monaco, senior director of revenue marketing and operations at Folloze, highlights the synergy between the platforms: “With 6sense and Folloze, we can personalize against a wide variety of factors including buying stage, persona, and buying group dynamics. This helps us create immediate relevance, prioritize and automate downstream actions, and accelerate campaign performance.”
Together, Folloze and 6sense aren’t just changing the game — they’re rewriting the rules, delivering unmatched productivity and superior campaign performance that drive compelling business results.
Challenges Before 6sense
Before integrating with 6sense, Folloze had been using a previous ABM and sales intelligence platform, but Melinda says the flexibility and reliability of the platform, the ease of use, and the ability to implement integrated workflow automation wasn’t meeting the needs for the entire GTM team.
This resulted in several challenges in their top-of-funnel (ToFu) marketing efforts, such as:
- Unreliable Segmentation: Folloze felt the existing platform didn’t have enough reliable data to accurately segment their ICP into audiences for targeted campaigns, which led to sub-optimal campaign performance and engagement. The Folloze team also required granular insights about accounts and their intent behavior, which impacted the team’s ability to deliver personalized buyer experiences.
- Ineffective In-Market Identification: The previous tool was ineffective at capturing intent data and predictive analytics in order to identify in-market accounts, which was crucial for the GTM team. Missing critical customer behavior insights made it difficult to manage campaigns and action in-market accounts, leading to wasted ad spend, time, and resources.
- Restrictive Workflow Automation: Previously, ABM tech often felt siloed from the rest of Folloze’s tech stack, creating a fragmented experience that hindered the ability to execute cohesive cross-functional GTM strategies. The data and insights provided were isolated, making it challenging to effectively use other essential tools like Outreach, Marketo, Qualified, and even LinkedIn. The team needed a platform that was integrating functionality with other platforms, including Folloze, as fast as 6sense.
“Previous to 6sense, we had multiple buyer experiences for different journey stages. We really wanted to have one landing experience that we could deliver multiple journey-based experiences to accounts,” Melinda says.
When they adopted 6sense, Melinda says, “6sense had a stronger API with Folloze, which we knew would help us go to-market with more scalable programs, and meet buyers where they are in their journey with Folloze.”
Melinda says having one Folloze board buyer experience for top-of-funnel accounts makes managing content and experiences more efficient. Reducing the number of buyer experiences maintained allows her team to be more productive and drive more campaigns rather than spending time on one campaign.
The Solution: Adding 6sense to the Mix
Implementing and integrating with 6sense first involved a few steps:
- Tapping Into 6sense Intent Data: Folloze used 6sense’s third-party intent data to identify which accounts were in-market for a solution, and the topics they were researching. This enhanced targeting precision became a bedrock for developing more effective marketing strategies.
- Creating Dynamic Segments: 6sense enables users to create audience segments that are dynamically updated based on real-time behavior within accounts, such as keyword research or buying stage progression. During the initial setup, 6sense was integrated with Folloze’s systems.
- Boosting Campaign Personalization: Folloze then improved personalized content delivery by linking detailed dynamic audience segments with its buyer experience platform for real-time, tailored marketing experiences.
- Training and Onboarding: The next step was enablement. The Folloze marketing team received comprehensive training on 6sense functionalities, guaranteeing full usage of the platform to boost marketing efforts. The team leveraged its own platform to create a 6sense Center of Excellence to drive internal adoption, optimize training, and increase time to value.
Countdown to Launch
Folloze was eager to use 6sense’s robust API capabilities to integrate with other critical marketing and sales platforms, in addition to Folloze, including Marketo, LinkedIn, Salesforce, Outreach, and Qualified. This integration would allow for a unified approach to managing and executing marketing campaigns, providing consistency and efficiency across various channels. The team was able to turn data into triggers to launch 6sense DSP and LinkedIn paid social campaigns, Outreach email sequences, and Qualified chatbot experiences to Folloze boards, which drives tighter orchestration with sales motions.
But while recalibrating their campaigns and setting up connections, they made the nerve-wracking decision to pause all top-of-funnel paid media campaigns for two months.
This strategic pause produced strong results: “Within a week of turning campaigns back on, we saw a 1,244% increase in known engagement. We also experienced a huge lift in reach, accounts with intent,and a strong lift in website engagement,” Melinda says.
Additionally, within a month of launching a new paid media strategy with 6sense, Folloze saw a 136% lift in 6QA volume. A 6sense qualified account (6QA) signals an account is a strong ICP fit and has progressed far enough in its buying process to warrant direct sales engagement.
Aligning Marketing and Sales on the Best Opportunities
Much of Folloze’s early success with 6sense is owed to the alignment that comes from sellers leveraging 6sense sales intelligence.
Sales pods within Folloze meet weekly to review their 6sense dashboards to track 6QA status and account activity. This routine makes sure that sales efforts are focused on accounts showing significant engagement or intent, allowing for more personalized and effective outreach strategies.
Moreover, the integration between Folloze, 6sense, and Outreach has been pivotal in multithreading the buying committee through workflow automation, particularly for accounts in the decision stage.
This strategic approach has kept 88% of accounts in 6QA status; connecting with more buying team members has helped keep opportunities active.
“6sense’s sales insights allow the pods to be more tactical in their high-touch, outbound efforts. Instead of going after everyone, they leverage 6sense data to be resourceful in who they are spending their time on by delivering personalized outreach,” Melinda says.
The Results
Folloze enables sales and marketing teams to rapidly develop engaging, personalized, and value-enhanced experiences that optimize revenue generation throughout the entire customer journey.
6sense takes those capabilities to the next level, for both Folloze and mutual customers of both technologies.
“Folloze + 6sense is the glue that keeps our GTM teams connected, productive, and effective. The rich combination of two platforms increases our ability to see and act on the accounts that are actively in buying motions, and also increases our ability to identify and target individual buyers across the buying committee. This creates much more precision for our sellers and gives our whole campaign a big performance boost,” Melinda says.
The results prove this sentiment to be true:
- Reached on average 56% of total ICP accounts, up from 2.5% pre-launch
- Average increase in account engagement by 2.98x (6sense ads) and 3.63x (LinkedIn ads)
- Increased 6QA volume 192%
- Exceeded ADR Meetings target by 104%
- Increased pipeline 43% from H1’24 vs H1’23 with -52% paid media spend
These metrics underscore a marked improvement in marketing productivity and campaign effectiveness. “The integration has not only made our marketing efforts more targeted and efficient but has also provided our sales teams with actionable insights, significantly enhancing our overall sales performance,” Monaco says.
