As the global leader in secure customer engagement, Eckoh enables global enterprises to navigate an ever-changing world of technology and compliance as new contact channels, digital payment methods and compliance regulations emerge.
Headquartered in the U.K., Eckoh’s goal was to continue its global expansion, with a particular focus on growth in the U.S.
Ruth Oakey, Global Marketing Director, shares how Eckoh has used 6sense data to make critical business decisions with confidence, including:
- Identifying demand in global markets
- Achieving all of annual marketing generated pipeline target in just over six months
- Sourcing 77.4% of opportunities from accounts 6sense identified as in-market
The Challenge: Pinpointing In-Market Prospects
Before 6sense, Eckoh had a good grasp on their ideal customer profile, but knowing which accounts were actively looking to buy was a different story.
“Our target market is very large enterprises with call centers. So we had a good idea of who we were targeting, but didn’t know which accounts were in the market to buy,” Ruth explains.
With global expansion on the cards, Eckoh also needed to identify where their ideal prospects were based across the globe. By pinpointing and targeting the prospects actively seeking their services, Eckoh’s revenue team aimed to drive global growth while maintaining a lean team.
Going Global with 6sense
Eckoh’s leadership team realized the global market was ripe for expansion. Analyzing 6sense intent and ICP data confirmed that though they are a U.K. based company, 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 strategic expansion approach.
“It’s changed our perspective as an organization in terms of the geographical markets we serve,” Ruth says. “6sense confirmed that the creation of a global market and global commercial team function was the right thing to do.”
And getting this validation was a simple process with 6sense. “We just entered our target audience into 6sense, clicked the button, looked at the map and saw our main growth markets,” Ruth explains.
A New Culture of Marketing and Sales Alignment
Along with enabling a global approach, 6sense ushered in better alignment and collaboration between sales and marketing.
“By getting marketing and sales to use the same platform, 6sense has got both teams in the mindset of focusing on the same organizations,” Ruth says.
Clear account prioritization and visibility into prospects’ buying stages helped inform Eckoh’s campaign structure. Marketing uses 6sense intent data to target accounts earlier in the funnel with always-on campaigns. Then, as accounts move deeper into the buying journey, the 6sense dashboard alerts Eckoh’s sales teams that prospects in their territories are ready to buy.
But the collaboration doesn’t stop there. A focus on working the same accounts has led to increased engagement between the two teams. “It has prompted a whole new discussion about what marketing does to support sales outreach which we’ve never really had before,” Ruth shares.
Expanding Globally
With 6sense, Eckoh is expanding globally with confidence.
Despite tight budgets and a lean team, 6sense has helped Eckoh achieve the following results:
- Increase inbound enquiries on the previous year
- Achieve all of annual marketing generated pipeline target in just over six months
- Accurately identify where the “next opportunities” are coming from with 77.4% of opportunities sourced from accounts 6sense identified as in-market to buy
“With the limited budgets that we have, we’re really maximizing it by focusing our marketing and sales specifically on those showing intent to buy,” Ruth says.
