Underworked and ignored accounts are some of the biggest sources of friction between sales and marketing teams. It’s no surprise why: There’s often an onslaught of inbound requests, lots of wasted effort on uninterested contacts, and gaps throughout the qualification process.
And the stakes are about as high as it gets: When revenue teams fail to quickly (and regularly!) follow up with leads, those prospects have no problem dashing into the competition’s open arms.
This problem has a solution, revenue leaders know: Rapid, relevant follow-up at scale. But building processes that enable teams to engage buyers super-fast… with bespoke messaging… across many accounts is brain-bendingly hard.
Until now, that is. 6sense’s Conversational Email (CE) eases the burden of lead management by using generative AI (GenAI) to create personalized email conversations, helping engage and convert more accounts into the pipeline. Using CE, 6sense customer Reltio experienced a 63% increase in overall pipeline production with no additional headcount.
Here are several use cases where our customers have leveraged CE with great success.
Play #1: Accelerate Accounts Through the Buying Journey
Engaging with prospects at every stage of the buying journey is crucial. As Adam B. Needles, CEO of ANNUITAS, a research and consulting firm that specializes in transforming go‑to‑market execution, writes:
“We must nurture for longer periods of time, and keep close tabs on the stage that buyers/customers are at in their journeys. And we have to better orchestrate a variety of interactions — possibly across multiple stops and starts — maintaining a consistent, end-to-end conversation.”
Resource constraints can make this practically impossible. However, Conversational Email uses a game-changing combination of buyer intent data gleaned from the Dark Funnel™ and generative AI to automatically write emails tailored to the specific needs of each buyer. This level of personalization ensures that every email feels relevant and valuable… and not like spam.
Here’s what it can do:
- Automate personalization: Conversational Email analyzes buyer behavior and preferences to create messages that resonate with each recipient.
- Scale conversations: Conduct simultaneous email conversations with an unlimited number of prospects — including multiple members within the same buying team.
- Engage dynamically: The system adapts messaging based on interaction history and evolving interests of each prospect.
Implementing Conversational Email accelerates deal velocity, giving accounts the attention and information they need to move through the sales funnel quickly.
Play #2: Awaken the Dead
Revitalizing dormant leads and stalled opportunities is another challenge in demand generation. These “dead” accounts often stop engaging due to ineffective bulk nurture emails, or they’ve been overlooked because of competing priorities within sales teams.
CE can instantly re-engage these dormant accounts. In addition to its personalization capabilities, Conversational Email also automates the follow-up process, sending additional messages based on a recipient’s level of engagement. This ensures persistent yet respectful communication, maintaining awareness without overwhelming the potential customers.
By automating outreach and ensuring that no account goes unnoticed, you can effectively warm up cold leads and reignite stalled deals.
Play #3: No Qualified Account Left Behind
A common bottleneck arises when sales teams, constrained by limited capacity, must make tough choices about which leads to prioritize for follow-up. This results in a failure to capture the full ROI from marketing campaigns, and misalignment between sales and marketing programs.
Conversational Email ensures no qualified lead is left behind thanks to its automated prioritization and follow-up capabilities. Using AI, the tool evaluates all incoming leads — based on bespoke criteria that a 6sense customer defines — to provide timely engagement. For instance: It can send personalized emails to leads that haven’t been contacted within a set timeframe.
CE’s intelligent lead management system improves the urgency and relevance of follow-up actions. By analyzing historical data and interaction patterns, it tailors communication styles and content to make every interaction as effective as possible.
This means every lead is adequately nurtured, optimizing both pipeline quantity and quality.
Play #4: Non-ICP Fit Inbounds
Not every inbound lead will perfectly fit your ICP — and those that don’t often get sidelined or ignored altogether as sellers focus on more promising prospects.
Conversational Email can be trained to handle these accounts in “stealth mode,” enabling you to continue the conversation with these less obvious opportunities through personalized engagement. Every prospect receives attention and value.
This helps to salvage lost opportunities, maintain your brand’s reputation, and create a better overall experience.
Play #5: Scale Capacity
Business development teams can struggle with high turnover and insufficient sales territory coverage. This creates gaps in GTM strategy, leading to missed opportunities and delayed response times.
According to Boston Consulting Group, using generative AI in B2B sales can lead to a 30% boost in a rep’s lead management capacity.
This is because AI assistants like Conversational Email are designed to automate initial interactions with leads, maintaining engagement without the need for constant human oversight. This ensures that every lead is promptly and consistently engaged, preventing potential opportunities from slipping through the cracks due to delayed responses or lack of follow-up.
CE also elevates the quality of interactions, tailoring messaging to meet the specific interests and needs of each prospect. The tool’s ability to scale follow-up efforts is particularly valuable after large-scale events like webinars, automatically handling responses and making sure every participant receives a personal touchpoint.
This doesn’t just improve BDR efficiency but also greatly improves the quality of the sales pipeline.
Play #6: Low Intent Leads & Event Follow-up
Accounts showing low intent, as well as leads from webinars and events, often suffer from neglect due to low conversion rates or the already mentioned capacity constraints. Although they have low intent, such leads still hold potential value and require some level of attention.
CE engages leads continuously and effectively, regardless of their initial intent. Here’s how it helps nurture lower intent accounts:
- Persistent lead engagement: Keep your brand top of mind with consistent and personalized content.
- Gradual approach: Nurture leads over time, delivering tailored messages that build interest and engagement until the lead is ready for direct sales interaction.
- Pre-qualification: Gauge interest levels and readiness to proceed in the sales funnel, making sure that only the most promising leads are handed to sales reps.
Through these strategies, you can enhance top-of-funnel pipeline and turn even low-intent prospects into viable opportunities.
Play #7: Product Cross-sell & Upsell
Customer Success teams are often stretched thin, juggling multiple priorities that can lead to missed opportunities, particularly in identifying and capitalizing on potential cross-sell and upsell scenarios.
Implementing Conversational Email transforms this dynamic by streamlining the process for identifying and seizing these opportunities.
By setting up well defined segments based on specific cross-sell and upsell criteria, CE uses AI to use detailed insights from customers’ past interactions and purchase history. With this data, the AI can accurately determine which products or services are most relevant to each customer, thereby personalizing the outreach in a meaningful way.
Conversational Email also facilitates continuous engagement with customers, keeping them informed about new features, products, or updates that might capture their interest. This ongoing dialogue is crucial in maintaining customer interest and loyalty, as it keeps customers feeling valued and understood.
Automating this outreach through AI alleviates the pressure on customer success teams by handling routine communications and follow-ups — preventing opportunities from being missed and allowing customer success reps to focus on more strategic tasks.
Conclusion
Staying ahead of demand generation means continuously adapting and optimizing your strategies. Conversational Email provides the flexibility and intelligence necessary to make sure your efforts are as targeted and effective as possible.
