JAGGAER, a world leader in procurement software, faced a common problem in the B2B industry: making their Account-Based Experiences (ABX) strategy work its best with limited resources. Despite being a sizable organization, resource allocation constrained their ABX efforts in North America.
Annika Helmrich, Vice President of Growth Marketing at JAGGAER, recognized the need for a more sophisticated approach to ABX. While the company had implemented 6sense, low adoption by sales and marketing teams kept its data-driven insights from having a full impact. Annika saw an opportunity to transform their ABX efforts and drive significant improvements in efficiency and results.
The Challenge: Scaling ABX with Limited Resources
Before optimizing with 6sense, JAGGAER faced several significant challenges hindering ABX effectiveness:
- Low Platform Adoption: Despite having 6sense, the platform lacked traction across the sales and marketing organizations, limiting its potential impact.
- Resource Constraints: The company had set ambitious targets for 2024, which their small team was struggling to support effectively.
- Inefficient Legacy Processes: JAGGAER’s existing ABX processes were low-tech and no longer sufficient to meet their evolving needs, causing inefficiency.
- Need for Process Optimization: There was a pressing need to streamline processes and deliver more impactful results to justify the investment in ABX.
“Despite having a marketing team of around 50, our ABX team in North America consisted of just two professionals who were already at full capacity. We needed to maximize efficiency and effectiveness in managing our ABX tech stack, but lacked the internal bandwidth to audit and improve our processes.”
Annika Helmrich
VP of Growth Marketing, JAGGAER
The Solution: Partnering with 6sense and 2X for Comprehensive ABX Optimization
To address these challenges, JAGGAER turned to 6sense and their Teal-Level Services Partner, 2X, to rework their ABM strategy. The solution involved several key components:
- Optimized 6sense Implementation: 2X brought its 6sense platform expertise and certified marketing-as-a-service team to work as an extension of JAGGAER’s team. This provided the necessary bandwidth to orchestrate a program that included everything from account segmentation to real-time intent-driven outreach.
- Integrated Tech Stack: 6sense was integrated with existing technologies, including Folloze, Salesforce CRM, Pardot, Outreach, Qualified webchat, Google Analytics and Looker Studio.
- AI-driven Account Scoring: 6sense’s Predictive Analytics model was implemented for automatic scoring of hot accounts in-market.
- Automated Routing: 6sense Orchestrations were set up to dynamically segment audiences based on account behavior, and to route qualified accounts to the appropriate sales reps.
- Targeted Advertising: Dynamic audience segments were used for for better ad budget optimization.
- Web Personalization at Scale: 6sense was integrated with Folloze to deliver tailored website content experiences.
- Custom ABX Reporting Dashboard: 2X built a comprehensive, real-time campaign outcomes dashboard using Looker Studio.
- Ongoing ABM Program Management: 2X assisted with efficiently building and running ABX programs on the platform, providing continuous support and optimization.
“The combination of 6sense and their service partner, 2X, has been a game-changer for our ABX strategy. Despite having a small team, we can now execute campaigns with greater precision and achieve remarkable results,” Annika says.
The Results: Rapid Transformation and Significant Cost Savings
JAGGAER’s increased adoption of 6sense’s automation features, combined with the expertise provided by 2X, led to significant improvements in their ABX strategy:
- Increased Efficiency: Annika’s small in-house team can now manage ABX efforts more effectively, using automation and advanced analytics to optimize campaigns.
- Cost Savings: JAGGAER saved $77,459 in just the first two months compared to the cost of hiring local in-house resources.
- Faster Time to Value: Within two months of launching their optimized campaigns (starting March 20th), JAGGAER achieved impressive results:
- 147 unique accounts engaged
- 129 accounts reached 6QA status and moved to SDR sequences
- 11 accounts opened opportunities
- Seamless Integrations: The unified approach to marketing strategy, facilitated by 2X’s integration work, enhanced overall performance across JAGGAER’s tech stack.
- Real-time Performance Insights: The custom business intelligence dashboard built by 2X empowered the marketing team to make data-driven decisions, and to clearly demonstrate the impact of marketing efforts.
- Lower Cost per Qualified Opportunity: JAGGAER experienced an overall decrease in the cost to generate qualified opportunities compared to their pre-6sense and 2X engagement period.
Looking Ahead: A New Era of Data-Driven ABX at JAGGAER
With their revitalized ABX strategy powered by 6sense and supported by 2X, JAGGAER is well-positioned for continued growth. The combination of advanced technology and expert support has addressed their immediate challenges and set the stage for long-term success.
As they move forward, JAGGAER can use their new capabilities to maintain their competitive edge in the procurement software market and drive sustainable growth.