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How 6sense leverages ON24 to create winning account-based experiences

10,000% lifetime ROI through
ON24 Platform

Scaled always-on content
experiences

Enhanced data analytics
capabilities

About 6sense

Products: ON24 Webcast Elite, ON24 Connect

Use Case: Demand Generation

Industry: Technology

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data and machine learning behind every member of the revenue team. The company’s end-to-end platform enables sellers and marketers to prioritize actions and engage resistant buying teams with personalized, multi-channel, multi-touch campaigns through AI-driven insights and recommendations.

Introduction

6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything needed to generate more opportunities, increase deal size and close more deals. Its customers are 120% more effective at generating revenue using 6sense.

Webinars are a key part of 6sense’s inbound and paid marketing strategies, providing a sales-free opportunity to educate potential buyers and enable their sales teams to prioritize accounts using a powerful combination of 6sense and ON24 data.

Products: ON24 Webcast Elite, ON24 Connect

Use Case: Demand Generation

Industry: Technology

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data and machine learning behind every member of the revenue team. The company’s end-to-end platform enables sellers and marketers to prioritize actions and engage resistant buying teams with personalized, multi-channel, multi-touch campaigns through AI-driven insights and recommendations.

6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything needed to generate more opportunities, increase deal size and close more deals. Its customers are 120% more effective at generating revenue using 6sense.

Webinars are a key part of 6sense’s inbound and paid marketing strategies, providing a sales-free opportunity to educate potential buyers and enable their sales teams to prioritize accounts using a powerful combination of 6sense and ON24 data.

Problem

Considering the ever-growing demand for its solution — and the future-defining opportunity it represented for the company — 6sense wanted to future-proof its approach to driving inbound pipeline. The company needed a partner that could help it seamlessly scale to meet its ambitious revenue goals.

Of particular importance was nurturing non-marketing qualified accounts (MQAs), a vital component of 6sense’s ever-growing pipeline.

“We’ve always been great at engaging accounts in our funnel, but we knew ON24 could help us remain top-of-mind with our prospects,” said Grace Kleaveland Kupczak, Digital Strategy and Growth Marketing Manager at 6sense.

“We’ve always been great at engaging accounts in our funnel, but we knew ON24 could help us remain top-of-mind with our prospects.”

Grace Kleaveland Kupczak
Digital Strategy and Growth Marketing Manager at 6sense

Solution

The team wanted a solution that would empower it to host both pre-recorded events, like webinars and demos, and present engaging live webinars with custom branding and interactive console objects, like the company’s existing investment in Drift.

ON24 quickly emerged as the best fit for 6sense’s needs. After implementing ON24 Webcast Elite, 6sense’s marketing team quickly scaled its weekly demo program for non-MQAs, using ON24’s Simulive feature. It also simultaneously launched a demo program strictly for engaging MQAs. It also offered numerous “quick demo” videos requiring no form-fill information from attendees.

From there, 6sense’s marketing and sales teams aligned on a process to identify and prioritize high-quality leads and avoid wasting time and resources chasing dead ends. They configured 6sense segments accordingly to measure account progression and engagement, and pinpointed the best contacts to engage based on a savvy fusion of 6sense and ON24 data and analysis.

“Leveraging the two solutions and combined datasets just made sense, and enabled us to scalably engage accounts that weren’t quite ready for sales outreach,” Grace added.

The team wanted a solution that would empower it to host both pre-recorded events, like webinars and demos, and present engaging live webinars with custom branding and interactive console objects, like the company’s existing investment in Drift.

ON24 quickly emerged as the best fit for 6sense’s needs. After implementing ON24 Webcast Elite, 6sense’s marketing team quickly scaled its weekly demo program for non-MQAs, using ON24’s Simulive feature. It also simultaneously launched a demo program strictly for engaging MQAs. It also offered numerous “quick demo” videos requiring no form-fill information from attendees.

From there, 6sense’s marketing and sales teams aligned on a process to identify and prioritize high-quality leads and avoid wasting time and resources chasing dead ends. They configured 6sense segments accordingly to measure account progression and engagement, and pinpointed the best contacts to engage based on a savvy fusion of 6sense and ON24 data and analysis.

“Leveraging the two solutions and combined datasets just made sense, and enabled us to scalably engage accounts that weren’t quite ready for sales outreach,” Grace added.

ON24 generated value for 6sense in several ways:

  • Technology integrations: ON24’s seamless MAP integration enabled 6sense’s revenue team to scale its demo programs months in advance, and leverage its pre-existing investment in Drift within ON24.
  • Audience engagement tools: 6sense uses audience engagement tools — such as hyperlinked content, polls and others — that enable webinar attendees to continually educate themselves throughout their webinar experiences.
  • Simulive and Sim2live: Along with a pre-recorded weekly demo, 6sense’s video production team produces high-quality content that is powered by ON24 and leveraged throughout the year in outreach and programmatic advertising efforts.

Thanks to ON24 Webcast Elite, 6sense scaled its inbound marketing program and now empowers buyers to take action in ways they want to.

Since scaling its Simulive demo program, 6sense has sourced and influenced millions in pipeline, a terrific return on its investment. Thanks in part to the partnership with ON24, one program generated more than 10,000% ROI through net-new pipeline creation and productivity improvements.

6sense continues to generate — and educate — qualified pipeline through ON24, an easily manageable channel that provides buyers with a sales-free learning experience.

“ON24 is an easily manageable channel that provides buyers with a sales-free learning experience.”

Grace Kleaveland Kupczak
Digital Strategy and Growth Marketing Manager at 6sense

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