6sense Case Studies FARO Technologies' Engagement Soars with 6sense: A Case Study

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	FARO Technologies' Engagement Soars with 6sense: A Case Study 6sense

FARO Technologies' Engagement Soars with 6sense: A Case Study

6sense

Technology Category	Networks & Connectivity - 5G
Applicable Industries	Cement Construction & Infrastructure
Applicable Functions	Maintenance Sales & Marketing
Use Cases	Time Sensitive Networking Virtual Prototyping & Product Testing
Challenge	FARO Technologies, a global leader in 3D measurement, imaging, and realization solutions, was facing a significant challenge. Despite its success over 40 years, the company had become too product-centric, with a heavy focus on selling hardware products and not enough emphasis on customer experience. This resulted in a disjointed communication strategy, with customers receiving irrelevant emails and multiple sales reps contacting the same organization. Furthermore, the marketing team was focused on generating large quantities of new leads, often through purchased lists, rather than engaging with genuinely interested accounts. This approach resulted in less than 0.78% of marketing-qualified leads resulting in a sale. Despite 70% of FARO's business coming from repeat customers, 80% of their customers hadn't purchased from them in the past two years. The root of these problems was a lack of an account-level view of existing and potential customers, despite having 22 technologies at their disposal. Read More
About Customer	FARO Technologies, Inc., is a global leader in 3D measurement, imaging, and realization solutions. For over 40 years, FARO has been a pioneer in #RealityCapture, bridging the digital and physical worlds. The company serves the 3D Metrology, AEC (Architecture, Engineering & Construction), O&M (Operations & Maintenance), and Public Safety Analytics markets. FARO helps manufacturers eliminate costly errors, builders construct astonishing projects, and law enforcement establish better cases. Despite its success, the company had become too product-centric, leading to a disjointed customer experience and communication strategy. Read More
Solution	A new leadership team at FARO decided to reposition the company from a product-centric to a customer-centric solutions provider. They began by deciding which existing technologies to keep and how to integrate data across these tools to create a more holistic view of prospects and customers. They then identified the capabilities they needed to leverage their large existing customer base and implement a new go-to-market strategy. 6sense was chosen as the tool to help achieve this. FARO started using 6sense to transform their digital advertising strategy. With 6sense’s intent data and predictions, FARO was able to more accurately target key accounts that were identified as in-market with the right messaging at the right time. This new, targeted approach resulted in a significant increase in engagement. Customers began visiting pages relevant to their current moment in their buying journeys, indicating a more meaningful engagement. Read More Log in to view content
Contents

Technology Category

Networks & Connectivity - 5G

Applicable Industries

Cement

Construction & Infrastructure

Applicable Functions

Maintenance

Sales & Marketing

Use Cases

Time Sensitive Networking

Virtual Prototyping & Product Testing

Challenge

FARO Technologies, a global leader in 3D measurement, imaging, and realization solutions, was facing a significant challenge. Despite its success over 40 years, the company had become too product-centric, with a heavy focus on selling hardware products and not enough emphasis on customer experience. This resulted in a disjointed communication strategy, with customers receiving irrelevant emails and multiple sales reps contacting the same organization. Furthermore, the marketing team was focused on generating large quantities of new leads, often through purchased lists, rather than engaging with genuinely interested accounts. This approach resulted in less than 0.78% of marketing-qualified leads resulting in a sale. Despite 70% of FARO's business coming from repeat customers, 80% of their customers hadn't purchased from them in the past two years. The root of these problems was a lack of an account-level view of existing and potential customers, despite having 22 technologies at their disposal.

About Customer

FARO Technologies, Inc., is a global leader in 3D measurement, imaging, and realization solutions. For over 40 years, FARO has been a pioneer in #RealityCapture, bridging the digital and physical worlds. The company serves the 3D Metrology, AEC (Architecture, Engineering & Construction), O&M (Operations & Maintenance), and Public Safety Analytics markets. FARO helps manufacturers eliminate costly errors, builders construct astonishing projects, and law enforcement establish better cases. Despite its success, the company had become too product-centric, leading to a disjointed customer experience and communication strategy.

Solution

A new leadership team at FARO decided to reposition the company from a product-centric to a customer-centric solutions provider. They began by deciding which existing technologies to keep and how to integrate data across these tools to create a more holistic view of prospects and customers. They then identified the capabilities they needed to leverage their large existing customer base and implement a new go-to-market strategy. 6sense was chosen as the tool to help achieve this. FARO started using 6sense to transform their digital advertising strategy. With 6sense’s intent data and predictions, FARO was able to more accurately target key accounts that were identified as in-market with the right messaging at the right time. This new, targeted approach resulted in a significant increase in engagement. Customers began visiting pages relevant to their current moment in their buying journeys, indicating a more meaningful engagement.

Impact #1	The implementation of 6sense transformed FARO's digital advertising strategy and significantly improved their customer engagement. The tool allowed FARO to accurately target key accounts with the right messaging at the right time, leading to a 5.32x lift in account engagement within the first month. Furthermore, 101 new accounts were engaged during the same period. The engagement was more meaningful, with customers visiting pages relevant to their current moment in their buying journeys. This indicated that the new approach was more relevant and useful to the customer, addressing one of the main challenges FARO had been facing. The results also improved alignment across the revenue team and top leadership, setting a smarter new course for their revenue team.

Impact #1

The implementation of 6sense transformed FARO's digital advertising strategy and significantly improved their customer engagement. The tool allowed FARO to accurately target key accounts with the right messaging at the right time, leading to a 5.32x lift in account engagement within the first month. Furthermore, 101 new accounts were engaged during the same period. The engagement was more meaningful, with customers visiting pages relevant to their current moment in their buying journeys. This indicated that the new approach was more relevant and useful to the customer, addressing one of the main challenges FARO had been facing. The results also improved alignment across the revenue team and top leadership, setting a smarter new course for their revenue team.

Benefit #1	5.32x lift in account engagement in 30 days
Benefit #2	101 new accounts engaged in the same period
Benefit #3	Significant increase in meaningful customer engagement

Benefit #1

5.32x lift in account engagement in 30 days

Benefit #2

101 new accounts engaged in the same period

Benefit #3

Significant increase in meaningful customer engagement

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Overview

FARO Technologies' Engagement Soars with 6sense: A Case Study

Operational Impact

Quantitative Benefit