Sage Intacct is Swinging for the Fences and Winning with ABM (and 6sense)

Leading financial software provider Sage Intacct wanted to implement an account-based marketing (ABM) strategy to discover: Which companies were looking for accounting software Additional opportunities Which customers were considering their...

Leading financial software provider Sage Intacct wanted to implement an account-based marketing (ABM) strategy to discover:

  • Which companies were looking for accounting software
  • Additional opportunities
  • Which customers were considering their competitors

The company’s ABM strategy took off when it partnered with 6sense, leading the company to:

  • Generate more opportunities
  • Close deals faster
  • Achieve a 13x lift on targeted engagement
  • Accurately identify potential customer churn

The Challenge

Like many modern marketers, Nick Ezzo, VP of Demand Generation, found traditional email marketing campaigns just weren’t cutting it with today’s B2B buyers. Marketers’ addiction to email marketing make it nearly impossible to cut through inbox clutter and sway key decision makers.

To be truly successful with B2B marketing, companies require smarter, better-orchestrated methods for reaching buyers. Sage Intacct embraced an ABM strategy to cut through the widespread marketing “noise” to reach its desired accounts.

To support its ABM efforts, Ezzo and his team sought tools that could ramp up data-driven personalization and create more meaningful engagement with target accounts.

“A lot has changed with marketing,” Ezzo explains. “We used to be the department of arts and crafts, now we’re the department of data and metrics.”

Tech Stack Trifecta

To polish its ABM strategy, Sage Intacct looked to consolidate three key features of its martech stack into one solution provider. Why? Using multiple solution providers can lead to marketers spending more time managing their technology platforms and less focusing on what matters — their marketing efforts.

With 6sense, Ezzo and his team brought their intent detection, fit modeling, and display advertising capabilities under one roof.

Through 6sense, we’re able to consolidate all of those [capabilities] into one platform that interoperates with the different pieces, so we have a fuller picture of what happens.

Nick EzzoVP of Demand Generation, Sage Intacct

Internal Personalization

The 6sense platform provided unprecedented visibility into Sage Intacct’s pipeline, generating more opportunities and closing deals faster than ever before.

Even better, Ezzo and Ari Capogeannis, Director of Growth Marketing and Analytics, have their own personal dashboards tailored to their respective priorities and needs.

“My dashboard is basically a finger on the pulse of our digital ecosystem, whether it’s the website, or my paid traffic, or my PPL,” Capogeannis says.

In contrast, Ezzo’s dashboard features campaign responses, pipeline, opportunity generation, opportunities by week, and more. If there’s an opportunity for Sage Intacct’s team, it earns a place on Ezzo’s dashboard.

Targeting and Caretaking

Sage Intacct uses 6sense signals for generating lists of target accounts. Ezzo believed having strong, data-backed target lists was the key first step in Sage Intacct’s ABM journey. The company organizes targets based on best fit, similarity to current customers, high intention, and buying signals.

By segmenting these lists through the 6sense platform, Sage Intacct realized a 13x lift on engagement when targeting groups in the Purchase and Decision phases.

But Sage Intacct’s use of 6sense doesn’t stop at sales and marketing. It’s also using 6sense on the customer success side to identify when customers are researching competitors to mitigate competitive threats and prevent churn.

The Results

By supporting its ABM strategy with 6sense’s tools and insights, Sage Intacct brought ultimate clarity into its pipeline, delivering:

  • More opportunities
  • Deals that close faster
  • A 13x lift on targeted engagement
  • Insight into potential customer churn