Jones Lang LaSalle (JLL) reshapes how organizations acquire, manage, and operate real estate worldwide. Mike Randall, Head of Global Integrated Demand Strategy, and Vijay Thomas, Senior Director of Digital Marketing in India, are working to transform the company’s digital marketing strategy.
JLL has a unique opportunity to support enterprises looking to establish or expand Global Capability Centers (GCC) — or offshore offices for multinational organizations — in APAC. Particularly in India, there are already over 1600 GCCs, with up to 2400 expected by 2030*.
To help discover intent from buying centers across territories, JLL leveraged 6sense to refine their advertising strategy.
The Challenge: Navigating the Emerging APAC Market
With the number of companies looking to establish a presence in India within the next five years, JLL faced a critical lack of intelligence.
According to Vijay, another layer of struggle stems from industry culture.
“One of the challenges in the commercial real estate industry is the maturity of the digital buying process,” he says. “There’s a lot of heritage in how things are done and how business occurs, hiding the volume of intent and buyer data available for modern marketing approaches. Therein lies an incredible opportunity to familiarize buyers with an accessible digital discovery of these professional services.”
The spectrum of potential clients ranges from small pilot teams requiring co-working spaces to corporate real estate (CRE) departments setting up a substantial presence in India, GCCs are in different stages of scaling their India-based operations, which presents a challenge in effectively identifying and engaging the right accounts at the right time.
To meet their goals in India, JLL needed deeper insights into the buyer’s journey, stronger team alignment, and a strategy that truly spoke to the unique situations of each account’s buying committee.
The Solution: Harnessing the Power of Predictive and Orchestration
In 2021, JLL first implemented 6sense’s predictive and orchestration solutions in the U.S. market to give marketers a new, holistic view into their target accounts, primarily for advertising purposes. The pilot in India surfaced an expanded opportunity to use 6sense as a tool to better solidify a partnership with sales. As Mike put it, providing sales with intent data and “actionable intelligence and business value” changed how JLL’s sales teams viewed the role of their marketing counterparts.
“6sense helped us bridge a gap between marketing, sales teams, and the business,” Mike says. “They can now see around corners into places that there was no way they could see on there or through their network and their Rolodex of contacts.”
JLL’s success with 6sense in the U.S. market provided a clear opportunity for Mike to partner with Vijay’s team to expand these efforts for India’s unique use case.
Replicating Wins in APAC
Using 6sense, JLL built a campaign that targeted potential buyers in India who were in two buckets of buying stages:
- Consideration
- Decision and Purchase
JLL used these segments for targeted display ads and launched LinkedIn ads through 6sense. While the LinkedIn ads were geo-targeted to India, the programmatic ads used intent filters to unlock a global audience without sacrificing quality.
The JLL team matched the content of the ads to the buyer’s stage of the funnel. The Consideration stage audience members were served a high-level guide to setting up a capability center in India. At the same time, the Purchase-stage buyers were shown more in-depth use cases for tackling specific hurdles that companies face while setting up a capability center.
The Results: A Remarkable Transformation and Focus on In-Market Accounts
In just 45 days of using 6sense, JLL saw impressive results:
- 1384 accounts engaged, leading to a 70% account engagement rate
- 178% increase in engaged accounts during the campaign
The success of 6sense enabled JLL to optimize their resources, eliminating go-to-market waste associated with top-of-funnel efforts and centering their focus exclusively on in-market accounts.
These promising results left the JLL team thinking differently about their industry in the APAC region. As a result, they’re thinking of new ways to partner with 6sense to enable their teams to excel in navigating the dynamic GCC market in India and beyond.
Mike summarized how he sees 6sense impacting the culture at JLL, “This is a tool that will help drive transformation. It’s a key part of where we’re trying to go… being more targeted and a partner to the business and our sales teams.” He adds, “Whenever I’ve shared it with leadership or with sales, they’re always surprised as to… the intelligence that we can provide. You just see their eyes get big.”
