With 44 countries, 24 languages, and strict privacy rules, the European market is tailor-made for targeted sales and marketing.
So it’s no surprise that B2B businesses embracing account-based marketing (ABM) in Europe are reaping the rewards, including:
- Personalized, GDPR-compliant outreach
- High-quality data for better targeting, and best of all…
- Tangible increases in pipeline and revenue
From growing outbound pipeline and expanding globally, to aligning sales and marketing — here are three companies winning with ABM in Europe.
A Precise Account-Based Outbound Motion
Bynder is a household name in digital asset management (DAM), founded in the Netherlands in 2013. Today, you’ll find Bynder offices in Amsterdam, Boston, San Carlos, Rotterdam, Barcelona, London, and Dubai.
To help maintain this rapid growth and diversify their pipeline, Bynder’s revenue team wanted to increase their outbound efforts. The team had already taken their first step to account-based success by creating a defined target account list. But they wanted more insights on prospects.
“We wanted to uncover the behaviors of our ICP to help us hone our outreach and be more targeted to really identify the prospects ready to take firm action in the marketplace,” says Dónal Ó Mearáin, Bynder’s Director of Lifecycle Marketing.
Using 6sense, Bynder can uncover anonymous buying signals and accurately predict which accounts to reach out to, with what message, and when. The results: a 250% increase in outbound pipeline.
ABM at Scale
Founded in France in 2005 and headquartered in San Mateo, California, Talend provides modern data management to more than 7,250 customers around the world.
Despite a well-rounded picture of who their ICP was, it was less clear when Talend’s sales and marketing teams should reach out to prospects. This meant mistimed outreach was hampering outbound success.
6sense revealed which prospects were in the purchase and decision buying stage, which helped Talend’s EMEA North BDR team sharpen their outreach and achieve exceptional results:
- In-market accounts 7.17x more likely to become open opportunities
- 97% increase in prospect response rates
- Call connect rates up 5.8%
“Rather than one-to-one ABM where you’re putting all your eggs in one basket, 6sense lets us go after multiple accounts that have a high intent to convert — it’s ABM at scale,” says Rob Norman, Head of EMEA Marketing at Talend.
Read the full Talend story here.
Expanding Globally With Confidence
When UK-based Eckoh was pursuing global growth they wanted data to back their decision.
6sense intent and ICP data confirmed that a significant part of Eckoh’s target market is located in the U.S. This discovery prompted a shift in their market strategy and validated their expansion approach.
“It’s changed our perspective as an organization in terms of the geographical markets we serve. 6sense confirmed that the creation of a global market and global commercial team function was the right thing to do,” explains Ruth Oakey, Eckoh’s Global Marketing Director.
By using 6sense to pinpoint and target prospects actively seeking their services, Eckoh can drive global growth while maintaining a lean team.
Bonus: 6sense’s Account-Based Success in Europe
Finally, at 6sense we like to drink our own champagne, so here’s how we used 6sense to launch our new territory in EMEA.
After two years, we’ve seen nine consecutive quarters of pipeline growth, multiple European ABM awards, and 100+ new customers. We’re calling it a European account-based success story.
