6sense Case Studies NanaWall's Competitive Advantage through 6sense Integration

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	NanaWall's Competitive Advantage through 6sense Integration 6sense

NanaWall's Competitive Advantage through 6sense Integration

6sense

Technology Category	Analytics & Modeling - Big Data Analytics Analytics & Modeling - Predictive Analytics
Applicable Industries	Buildings Glass
Applicable Functions	Product Research & Development Sales & Marketing
Use Cases	Movement Prediction
Challenge	NanaWall Systems, a leading manufacturer of opening glass wall systems, has been using Account-Based Marketing (ABM) strategies for years, even before the term 'ABM' became popular. The company used predictive analytics tools to score opportunities and maintain its industry-leading position. However, as ABM and predictive analytics technologies continued to evolve, NanaWall sought to enhance its competitive edge. The manufacturing industry isn't a significant user of martech, which had been a competitive differentiator for NanaWall. The challenge was to maintain this edge in the face of improving technologies. NanaWall was intrigued by 6sense's ability to combine account fit and engagement scoring, as opposed to other solutions that focused solely on account fit. Read More
About Customer	NanaWall Systems is a major manufacturer of opening glass wall systems with over 30 years of experience in the industry. The company has pioneered the category of opening glass wall systems, earning the trust of architects, builders, design professionals, and homeowners as a custom solution for re-imagining how buildings, people, and the elements interact. NanaWall isn't a newcomer to Account-Based Marketing (ABM), having used an account-based approach to sales and marketing before 'ABM' became a common phrase. The company has always sought to maintain its industry-leading position through the use of advanced technologies. Read More
Solution	NanaWall adopted 6sense, a comprehensive ABM platform, to enhance its revenue team's efficiency and impact. The platform allowed NanaWall to capture information about website visitors, trace non-click ad engagement, evaluate ad placement, and coordinate marketing and sales efforts. 6sense extended predictive solutions in existing CRMs, created campaigns and segments hyper-targeted to accounts, excluded accounts from display, built dynamic segments that adjusted to criteria, and established filters to highlight people or accounts ready for attention. 6sense's engagement analytics made a significant difference for NanaWall, making the invisible visible. Its digital ad capabilities provided robust insights on campaign performance, including account view-through rate (VTR), offering more actionable information than traditional click-through rate information. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Analytics & Modeling - Predictive Analytics

Applicable Industries

Buildings

Glass

Applicable Functions

Product Research & Development

Sales & Marketing

Use Cases

Movement Prediction

Challenge

NanaWall Systems, a leading manufacturer of opening glass wall systems, has been using Account-Based Marketing (ABM) strategies for years, even before the term 'ABM' became popular. The company used predictive analytics tools to score opportunities and maintain its industry-leading position. However, as ABM and predictive analytics technologies continued to evolve, NanaWall sought to enhance its competitive edge. The manufacturing industry isn't a significant user of martech, which had been a competitive differentiator for NanaWall. The challenge was to maintain this edge in the face of improving technologies. NanaWall was intrigued by 6sense's ability to combine account fit and engagement scoring, as opposed to other solutions that focused solely on account fit.

About Customer

NanaWall Systems is a major manufacturer of opening glass wall systems with over 30 years of experience in the industry. The company has pioneered the category of opening glass wall systems, earning the trust of architects, builders, design professionals, and homeowners as a custom solution for re-imagining how buildings, people, and the elements interact. NanaWall isn't a newcomer to Account-Based Marketing (ABM), having used an account-based approach to sales and marketing before 'ABM' became a common phrase. The company has always sought to maintain its industry-leading position through the use of advanced technologies.

Solution

NanaWall adopted 6sense, a comprehensive ABM platform, to enhance its revenue team's efficiency and impact. The platform allowed NanaWall to capture information about website visitors, trace non-click ad engagement, evaluate ad placement, and coordinate marketing and sales efforts. 6sense extended predictive solutions in existing CRMs, created campaigns and segments hyper-targeted to accounts, excluded accounts from display, built dynamic segments that adjusted to criteria, and established filters to highlight people or accounts ready for attention. 6sense's engagement analytics made a significant difference for NanaWall, making the invisible visible. Its digital ad capabilities provided robust insights on campaign performance, including account view-through rate (VTR), offering more actionable information than traditional click-through rate information.

Impact #1	The integration of 6sense into NanaWall's operations has transformed its ability to reach and evaluate accounts. The entire revenue team now uses 6sense, with the sales team interpreting and leveraging marketing-campaign data to guide hyper-targeted, account-based outreach. The platform has enabled NanaWall to break down the invisible wall around website visitors, follow ad effectiveness without relying on click-through rates, ensure ad placement on reputable sites, and unite efforts across marketing and sales. The additional intent data provided by 6sense has helped inform valuable next steps for NanaWall's revenue team. The stakeholders have also expressed satisfaction with working with 6sense.

Impact #1

The integration of 6sense into NanaWall's operations has transformed its ability to reach and evaluate accounts. The entire revenue team now uses 6sense, with the sales team interpreting and leveraging marketing-campaign data to guide hyper-targeted, account-based outreach. The platform has enabled NanaWall to break down the invisible wall around website visitors, follow ad effectiveness without relying on click-through rates, ensure ad placement on reputable sites, and unite efforts across marketing and sales. The additional intent data provided by 6sense has helped inform valuable next steps for NanaWall's revenue team. The stakeholders have also expressed satisfaction with working with 6sense.

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Overview

NanaWall's Competitive Advantage through 6sense Integration

Operational Impact