Bynder goes far beyond managing digital assets. The digital asset management (DAM) platform enables teams to conquer the chaos of proliferating content, touchpoints, and relationships to thrive.
Founded in the Netherlands in 2013, Bynder quickly expanded beyond their Amsterdam HQ into Boston, San Carlos, Rotterdam, Barcelona, London, and Dubai. As Bynder grew, its leaders continually sought new ways to diversify pipeline generation and optimize outbound efforts.
Bynder quickly saw that 6sense was their perfect solution. Since implementing 6sense Revenue AI™ in July 2021, Bynder has seen game-changing results fast, such as:
- 250% increase in outbound pipeline
- ROI from 6sense within four months
- Increased BDR productivity and quota attainment
The Challenge: Increase Outbound Output with Targeted Outreach
Bynder has strong brand recognition in the DAM market, but as Dónal Ó Mearáin explains, the marketing team wanted to diversify pipeline by upping its outbound efforts. “We needed to add different strings to our bow in how we engaged the market,” Bynder’s Director of Lifecycle Marketing said.
The company already had a database of accounts and understood their total addressable market (TAM). But to set their BDRs up for success, they needed a better understanding of their prospects’ behavior and buying propensity.
Dónal continued: “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.”
The Solution: Help BDRs Prioritize In-Market Prospects
With 6sense, Bynder uncovers anonymous buying signals and accurately predicts which accounts to target at the right time.
By combining 6sense intent data with G2 intent and website activity from high-intent pages, Bynder gives their BDRs daily 6sense reports that reveal which prospects are in-market for a DAM solution.
Bynder Account Executive (and former Bynder BDR) Nikki Pitten revealed how this helped BDRs at the organization.
“I would check the 6sense report, which was emailed daily to show me any new accounts that moved into the purchase or decision phase,” she said. “This helped me narrow my focus and prioritize which accounts to reach out to while Bynder or DAM was top of mind.”
Aligning Outbound Efforts in EMEA & North America
Now with revenue teams positioned on either side of the pond, Bynder uses 6sense to optimize its outbound efforts in both EMEA and North America.
The team uses similar 6sense segments to target accounts in these markets but varies their keywords depending on the region to get the best results. For example, in France and French-speaking areas, Bynder inputs French keywords in 6sense to capture intent in the region.
Beyond prioritizing and targeting the right accounts, 6sense helped align Bynder’s revenue team. “It gave us a shared language across the teams, both between sales and marketing and regionally between North America and EMEA,” Dónal explains.
The Results: Rapid ROI, Diversified Pipeline, and BDR Promotions
The results speak for themselves:
- 250% increase in outbound pipeline
- ROI from 6sense within 4 months
Marko Ivanov, Bynder’s Demand Generation Manager, was most impressed with 6sense’s rapid ROI. “By Q4 in 2021, we already paid back the cost of the tool for the upcoming two years. This was quicker than the benchmarks in the Forrester TEI.”
Crucially, 6sense also helps Bynder’s BDRs increase productivity. Prior to her promotion to AE, Nikki credits 6sense with helping her smash targets as a BDR:
“In this economy, time and energy are everything in the BDR role,” she says. “Using 6sense helped dramatically narrow my focus on the accounts that were in-market. This was a huge factor in not only hitting my quota but exceeding it quarter after quarter.”
