LaunchDarkly, a leading feature management platform founded in 2014, serves over 4,000 customers ranging from startups to enterprise companies, such as NBC, Santander, Ryanair, and Vodafone.
While LaunchDarkly has successfully scaled as a Series D startup, they implemented 6sense in 2022 to gain deeper customer insights to keep the momentum up and to the right.
Tammie Larson, Director of ABM and Integrated Campaigns at LaunchDarkly, shared how 6sense provides stability in the face of change and enables revenue team members to strategize with confidence.
The Challenge: A Disjointed Strategy
Before 6sense, LaunchDarkly’s go-to-market strategy didn’t leverage the different buying stages or optimize campaigns based on customer journeys. Plus, the team lacked visibility on how often an account was touched.
Tammie explains, “In recent months, we changed to a multi-thread, multi-channel approach to enhance our GTM strategy. The objective is to provide a seamless experience for both prospects and customers, ensuring that they receive the right information at the right time.”
So, LaunchDarkly implemented 6sense to support this strategy. By utilizing customer intent data and actionable account insights, LaunchDarkly aims to unify their GTM efforts across marketing and sales, thereby strengthening their overall approach.
The Solution: In-Depth Insights Lighting the Way
On the marketing front, LaunchDarkly sets campaigns based on accounts in the decision and purchase-buying stage to learn more about their customers within 6sense.
“We as a company are really good within certain buying groups but also know the potential of going outside those buying groups,” Tammie explains. “The 6sense Actions tab allows us to target those new audiences, giving us insights into who we should reach out to instead of guessing.”
Tammie says seeing who is reading against specific keywords and which accounts remain engaged has been critical in determining how the team targets different audiences.
With 6sense, they can see the timeline of campaigns going to accounts along with Marketo insights to encourage conversations. Additionally, the 6sense Actions tab gives sellers direct insights into who they should have a relationship with based on historical wins.
“Before, marketers might have been able to give sales those insights — but it would have been through multiple sources and multiple people collecting information. It would have probably taken over a week when 6sense is just a one-stop-shop,” Tammie says.
LaunchDarkly business development representatives (BDRs) leverage this historical data to determine which types of personas and job titles should be targeted.
How BDRs Use 6sense
Drawing from her experience with 6sense in previous roles, Tammie has been instrumental in providing guidance to their account executives and BDRs on maximizing the impact of 6sense.
Her advice to sellers is clear and powerful: “Before engaging in any conversation, conducting a presentation, or reaching out to prospects, it’s essential to dive into 6sense keywords and website page visits. These insights are game-changers, revealing what truly resonates with each account. By incorporating these insights into our messaging, we can create a stronger connection with our customers. With 6sense, we have access to unprecedented insights that go beyond anything we’ve had before. Leveraging these insights allows us to align our messaging with what matters most to our customers, resulting in a more resonant and impactful communication strategy.”
Jaden delaConcepcion, an outbound BDR at LaunchDarkly, says 6sense makes finding and targeting accounts easier.
“The big thing that sets me up for success is knowing when there’s engagement and going into conversations as warmly as possible,” Jaden says.
The 6sense dashboard within Salesforce makes Jaden and his colleagues more efficient in their daily workflow.
“6sense makes prospecting a lot easier,” Jaden adds, “It only takes a moment to pull up the 6sense interaction and see which ideas conversations should be centralized on.”
The Results
In just six months of using 6sense, LaunchDarkly has unified their go-to-market strategy across marketing and sales, resulting in the following:
- 70% of opps opened from decision and purchase
- 50% of opps won from decision and purchase
Tammie says that these results speak to the power of 6sense and how impactful it is for someone in a sales role.
When talking with colleagues in leadership roles, Tammie says they always tell her, “If I only had 6sense when I was a BDR, or, as an AE, I would have had success sooner and stayed in that role longer.”
