6sense Case Studies Zywave's Data Hygiene Transformation: Doubling Opportunities with 6sense

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	Zywave's Data Hygiene Transformation: Doubling Opportunities with 6sense 6sense

Zywave's Data Hygiene Transformation: Doubling Opportunities with 6sense

6sense

Technology Category	Application Infrastructure & Middleware - Database Management & Storage Infrastructure as a Service (IaaS) - Cloud Databases
Applicable Industries	Finance & Insurance
Applicable Functions	Sales & Marketing
Use Cases	Usage-Based Insurance
Challenge	Zywave, a leading provider of software for insurance agencies, faced a significant challenge in 2022. The company's 25-year-old customer database was riddled with inconsistencies and obsolete data, a problem that was exacerbated by rapid M&A activity over the past few years. This resulted in a 'dirty' database that hindered CRM hygiene. Additionally, Zywave had multiple Ideal Customer Profiles (ICPs) due to its wide range of solutions, making it difficult to personalize marketing efforts. The company also faced issues with missing website links in Salesforce for over 2,000 active accounts, which were crucial for 6sense intent data. These accounts were assigned to sales representatives, but the lack of accurate data affected the effectiveness of their account-based marketing (ABM) strategy. Read More
About Customer	Zywave is a leading player in the insurance tech industry, offering a broad portfolio of cloud-based sales management, client delivery, content, and analytics solutions. Founded in 1995, the company has grown significantly, partnering with over 15,000 customers in more than 10 countries. Over the past four years, Zywave has expanded its reach through the acquisition of nine companies. Despite its success, Zywave faced challenges with data hygiene due to its outdated customer database and rapid M&A activity, which led to inconsistencies and obsolete data. Read More
Solution	To address these challenges, Zywave partnered with 6sense. The first step was to clean up the database. Zywave updated mismarked opportunities, re-categorized individual insurance brokers, and added missing links to their Salesforce instances. Using 6sense Orchestrations and segments, they created segments where individual brokers were listed under national insurance chains. Once accounts lacking website information or small brokers were identified, Zywave was able to fully leverage 6sense's targeted advertising potential. 6sense's alert capabilities also played a crucial role, updating sellers on account activity through various channels. These alerts informed sales representatives when buyers were engaging with Zywave's website, filling out forms, attending webinars, or researching competitors' solutions, enabling them to act quickly on sales or upsell opportunities. Read More Log in to view content
Contents

Technology Category

Application Infrastructure & Middleware - Database Management & Storage

Infrastructure as a Service (IaaS) - Cloud Databases

Applicable Industries

Finance & Insurance

Applicable Functions

Sales & Marketing

Use Cases

Usage-Based Insurance

Challenge

Zywave, a leading provider of software for insurance agencies, faced a significant challenge in 2022. The company's 25-year-old customer database was riddled with inconsistencies and obsolete data, a problem that was exacerbated by rapid M&A activity over the past few years. This resulted in a 'dirty' database that hindered CRM hygiene. Additionally, Zywave had multiple Ideal Customer Profiles (ICPs) due to its wide range of solutions, making it difficult to personalize marketing efforts. The company also faced issues with missing website links in Salesforce for over 2,000 active accounts, which were crucial for 6sense intent data. These accounts were assigned to sales representatives, but the lack of accurate data affected the effectiveness of their account-based marketing (ABM) strategy.

About Customer

Zywave is a leading player in the insurance tech industry, offering a broad portfolio of cloud-based sales management, client delivery, content, and analytics solutions. Founded in 1995, the company has grown significantly, partnering with over 15,000 customers in more than 10 countries. Over the past four years, Zywave has expanded its reach through the acquisition of nine companies. Despite its success, Zywave faced challenges with data hygiene due to its outdated customer database and rapid M&A activity, which led to inconsistencies and obsolete data.

Solution

To address these challenges, Zywave partnered with 6sense. The first step was to clean up the database. Zywave updated mismarked opportunities, re-categorized individual insurance brokers, and added missing links to their Salesforce instances. Using 6sense Orchestrations and segments, they created segments where individual brokers were listed under national insurance chains. Once accounts lacking website information or small brokers were identified, Zywave was able to fully leverage 6sense's targeted advertising potential. 6sense's alert capabilities also played a crucial role, updating sellers on account activity through various channels. These alerts informed sales representatives when buyers were engaging with Zywave's website, filling out forms, attending webinars, or researching competitors' solutions, enabling them to act quickly on sales or upsell opportunities.

Impact #1	The partnership with 6sense not only led to significant quantitative benefits for Zywave but also resulted in a cultural shift within the company. The process of cleaning up the database and optimizing 6sense led to greater team buy-in and opened up more opportunities to leverage 6sense in other areas. The ability to show engagement and funnel movement facilitated better collaboration between the marketing and sales teams. As a result, the company was able to break down silos between these two critical functions, empowering them to become strategic partners and enhancing overall operational efficiency.

Impact #1

The partnership with 6sense not only led to significant quantitative benefits for Zywave but also resulted in a cultural shift within the company. The process of cleaning up the database and optimizing 6sense led to greater team buy-in and opened up more opportunities to leverage 6sense in other areas. The ability to show engagement and funnel movement facilitated better collaboration between the marketing and sales teams. As a result, the company was able to break down silos between these two critical functions, empowering them to become strategic partners and enhancing overall operational efficiency.

Benefit #1	157% increase in average opportunity value
Benefit #2	136% increase in average deal value
Benefit #3	126% increase in win rates

Benefit #1

157% increase in average opportunity value

Benefit #2

136% increase in average deal value

Benefit #3

126% increase in win rates

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Overview

Zywave's Data Hygiene Transformation: Doubling Opportunities with 6sense

Operational Impact

Quantitative Benefit