Drata, the leading compliance automation platform, invests in a world-class technology stack to maintain a competitive advantage. When Drata decided to switch from a leads-based to an account-based strategy, they knew 6sense Revenue AI™ would support this transition and drive revenue growth.
Drata’s Head of Marketing Operations, Kacee Court, explains how 6sense paid for itself within six months.
The Challenge: Executing ABX
Before implementing 6sense, Drata faced obstacles such as:
- Gaps in marketing operations and account prioritization
- The need for effective account targeting
- A weak ideal customer profile (ICP) scoring model
- A leads-focused model
Kacee says as Drata moves up market and targets larger, more enterprise-sized accounts, they knew they needed a tool like 6sense to do that efficiently.
“We kept hearing, ‘I need help prioritizing my accounts. I don’t know which ones to be going after.’ We knew 6sense Revenue AI for Sales™ would solve that problem.”
Drata rolled out the full 6sense Revenue AI™ platform to help marketers launch an account-based strategy and sellers prioritize accounts, making for a streamlined go-to-market strategy.
The Solution: All-in on Revenue AI™
While rolling out 6sense, Drata focused on two key elements:
- Ensuring a tight predictive model and strategic use of keywords
- Enabling the sales team to leverage 6sense effectively through training and support
Drata first used 6sense predictive models to create target account lists based on optimized ICPs.
A 6sense predictive model involves intent data, historical data, and ICPs. 6sense’s industry-leading intent data — the actions buyers take that reveal their interest in a product or service — is layered on top of historical data, which is then filtered through an organization’s ideal customer profile. This results in a target list of accounts that show intent to buy and are a good fit for your product.
“We’re using 6sense to rebuild our target account list and understand the accounts who are actually a good fit to buy our product,” Kacee says.
Kacee says one of the most impactful integrations is within LinkedIn, which allows marketers to take account data from 6sense segments and target people on LinkedIn.
“It’s been so helpful to have everything in one place and use 6sense account data to push through LinkedIn. Through this integration, we’ve seen demos increase 20%,” Kacee says.
Running a Sales Pilot Program
On the sales side, Drata has addressed the need for account prioritization and intelligence with Revenue AI for Sales.
But, achieving success meant going all in on the adoption and enablement of 6sense. So, Drata established a pilot program to guarantee successful adoption.
“Success is all about enablement. Having 6sense doesn’t mean just getting your predictive model up and running. There’s also an element of teaching. We took the approach of having a pilot team of sellers and having them teach their peers how to use 6sense.”
Kacee Court
Head of Marketing Operations, Drata
This pilot program, supported by a member of the 6sense team, involved:
- Selecting a team of high-performing sellers for the pilot
- Conducting regular check-ins and training sessions with the 6sense account manager
- Peers teaching one another how to effectively use the 6sense dashboard to prospect
This pilot program encouraged widespread adoption of 6sense by sellers. Kacee says, “All Drata sellers take advantage of using the 6sense dashboard on a daily basis. It’s a huge part of their daily workflow.”
Now, Drata sellers use 6sense Revenue AI for Sales to save time prospecting and gain intelligence on interested accounts. Integrations with Salesforce, Outreach, and LinkedIn Sales Navigator make for a seamless selling experience.
‘We taught sellers how to find the right contacts on an account and which ones to be targeting and how they can automatically drop them into Outreach sequences, and how to leverage Linkedin Sales Navigator to help identify anonymous visitors on our website. Finally, we taught them how to look at keywords in 6sense so they can use certain words to personalize outreach messages,” Kacee says.
Stronger Alignment and Results
Drata’s success demonstrates the power of AI-driven tools in driving revenue and alignment. Marketers and sellers have a much clearer picture of who to target, when, and how.
“6sense has sellers and marketers speaking the same language. I think it’s common for marketers and sellers to go after different accounts, with unclear messaging, in the wrong buying stages. 6sense helps bridge that gap so sellers and marketers have a seamless strategy targeting the same accounts,” Kacee says.
The implementation of 6sense yielded significant results for Drata:
- 4.5x more demos than other pilot groups
- Increased close rates by 3X and ASPs by 2X for mid-market and enterprise SDR-sourced opportunities
- 6sense contract paid for itself within six months
“6sense is quickly increasing revenue. If you execute properly, 6sense makes your life easier. We use a lot of different tools to measure intent, but 6sense has actually proven to be stronger than the others. It’s a platform that I trust. There are a lot of other ABM platforms similar to 6sense, but the fact that 6sense looks at our closed-won Salesforce data and finding accounts that are a strong fit is a gamechanger for us,” Kacee says.
“I’ve been a fan of 6sense for many years and have implemented the platform in multiple companies. It delights me when people realize the magic of having your sales and BDR teams work warm leads and stop doing cold outbound! Higher win rates, higher ASPs and more efficiency in driving revenue. That’s what you get with 6sense.” Sydney Sloan, CMO at Drata, adds.
