6sense Case Studies Optimizing Account-Based Marketing: A Case Study on Qualtrics

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	Optimizing Account-Based Marketing: A Case Study on Qualtrics 6sense

Optimizing Account-Based Marketing: A Case Study on Qualtrics

6sense

Technology Category	Application Infrastructure & Middleware - Data Exchange & Integration Sensors - Haptic Sensors
Applicable Industries	Cement Oil & Gas
Applicable Functions	Sales & Marketing
Use Cases	Time Sensitive Networking
Services	System Integration Testing & Certification
Challenge	Qualtrics, a company synonymous with experience management, faced a challenge in optimizing their website for all visitors, particularly target accounts. Despite having traditional channels set up for users to interact with their brand, such as filling out a form on their website or talking to sales via phone or email, they lacked a digital aspect. The team wanted to ensure that no matter the channel, a user could easily get in touch with their sales team. They also aimed to build an incremental pipeline through the website and generate net-new names from website visitors. Simultaneously, they were rolling out a comprehensive account-based marketing (ABM) strategy, aiming to enhance their existing good practices. Read More
About Customer	Qualtrics is a leading experience management company that enables organizations to be at every meaningful touchpoint, for every experience, and predict which changes will resonate most with stakeholders. They offer solutions across customers, employees, products, and brands. With a multitude of solutions and prospects visiting their site every day, the company aims to optimize their website for all visitors, particularly target accounts. They have a comprehensive account-based marketing (ABM) strategy and are constantly looking for ways to enhance their existing good practices. Read More
Solution	In 2018, Qualtrics launched Drift, a conversational marketing platform, to ensure user accessibility to their sales team across all channels. The team had two primary goals: to build an incremental pipeline through the website with Drift acting as an independent channel, and to generate net-new names from website visitors. As part of their phased ABM strategy, they integrated 6sense, a predictive sales and marketing platform, to gain access to intent data from third-party websites. This allowed them to understand what topics their accounts were researching. They used this data to segment intent-based audiences in 6sense and create targeted Drift playbooks. They also tailored their messaging to reflect where the buyer was in their journey, offering a better buying experience by using keyword data from 6sense to customize the homepage bot based on visitor information. Read More Log in to view content
Contents

Technology Category

Application Infrastructure & Middleware - Data Exchange & Integration

Sensors - Haptic Sensors

Applicable Industries

Cement

Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Time Sensitive Networking

Services

System Integration

Testing & Certification

Challenge

Qualtrics, a company synonymous with experience management, faced a challenge in optimizing their website for all visitors, particularly target accounts. Despite having traditional channels set up for users to interact with their brand, such as filling out a form on their website or talking to sales via phone or email, they lacked a digital aspect. The team wanted to ensure that no matter the channel, a user could easily get in touch with their sales team. They also aimed to build an incremental pipeline through the website and generate net-new names from website visitors. Simultaneously, they were rolling out a comprehensive account-based marketing (ABM) strategy, aiming to enhance their existing good practices.

About Customer

Qualtrics is a leading experience management company that enables organizations to be at every meaningful touchpoint, for every experience, and predict which changes will resonate most with stakeholders. They offer solutions across customers, employees, products, and brands. With a multitude of solutions and prospects visiting their site every day, the company aims to optimize their website for all visitors, particularly target accounts. They have a comprehensive account-based marketing (ABM) strategy and are constantly looking for ways to enhance their existing good practices.

Solution

In 2018, Qualtrics launched Drift, a conversational marketing platform, to ensure user accessibility to their sales team across all channels. The team had two primary goals: to build an incremental pipeline through the website with Drift acting as an independent channel, and to generate net-new names from website visitors. As part of their phased ABM strategy, they integrated 6sense, a predictive sales and marketing platform, to gain access to intent data from third-party websites. This allowed them to understand what topics their accounts were researching. They used this data to segment intent-based audiences in 6sense and create targeted Drift playbooks. They also tailored their messaging to reflect where the buyer was in their journey, offering a better buying experience by using keyword data from 6sense to customize the homepage bot based on visitor information.

Impact #1	The integration of Drift and 6sense into Qualtrics' ABM programs has yielded significant results. The first test run with the Drift x 6sense integration was highly successful, leading to a deeper integration of the two into their ABM programs. The team was able to offer targeted playbooks based on specific product intent, leading to a higher conversation to opportunity rate. They also improved the buying experience by using keyword data from 6sense to customize the homepage bot based on visitor information, reducing the number of touch points required to find the right product fit. Despite targeting a smaller audience with their 6sense segmented playbooks, the results showed a significant increase in email capture rate and conversion of visitors into opportunities.

Impact #1

The integration of Drift and 6sense into Qualtrics' ABM programs has yielded significant results. The first test run with the Drift x 6sense integration was highly successful, leading to a deeper integration of the two into their ABM programs. The team was able to offer targeted playbooks based on specific product intent, leading to a higher conversation to opportunity rate. They also improved the buying experience by using keyword data from 6sense to customize the homepage bot based on visitor information, reducing the number of touch points required to find the right product fit. Despite targeting a smaller audience with their 6sense segmented playbooks, the results showed a significant increase in email capture rate and conversion of visitors into opportunities.

Benefit #1	150% lift in email capture rate
Benefit #2	38x increase in conversation to opportunity rate

Benefit #1

150% lift in email capture rate

Benefit #2

38x increase in conversation to opportunity rate

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Overview

Optimizing Account-Based Marketing: A Case Study on Qualtrics

Operational Impact

Quantitative Benefit