Overview
OSV was focused on finding an end-to-end account engagement platform that would enable them to be highly strategic in how they define campaign strategies and to provide a seamless, personalized customer experience — from reaching out to accounts in-market for their solutions, to targeting the right buyer personas through the right channels at the right stage in their buyer journey.
Since choosing 6sense, they’ve already seen a return on their investment — multiple times over — and the sales development team sourced 20 net-new opportunities from 6sense within the first six months. This has amounted to millions of dollars in additional pipeline.
Read on for the full story:
OneSourceVirtual (OSV) is a trusted Workday partner for deployment and maintenance services, and a global leader for payroll, finance, and HR services. Their mission is about making the day more doable; something these days it seems we can all support.
Mitch Katseanes heads the global Demand Generation team at OSV and is responsible for planting the seed that spurred their marketing organization to rethink their account engagement efforts in early 2020. Armed with a solid understanding of the whitespace in their total addressable market (TAM), OSV accelerated their revenue generating efforts by uncovering and engaging more demand with a hyper-targeted approach.
The OSV team was focused on finding an end-to-end account engagement platform that would enable them to be highly strategic in how they define campaign strategies. From a customer journey perspective, they were keen on providing a seamless, personalized customer experience — from reaching out to accounts in-market for their solutions, to targeting the right buyer personas through the right channels and at the appropriate stage in their buyer journey. OSV understood that without the proper tech in place, this full account engagement approach would be difficult to execute and virtually impossible to scale and sustain.
The OSV team ultimately chose 6sense as their preferred solution for a few main reasons:
- Robust audience development. OSV supports a wide variety of products within their suite, and each is accompanied by several tiers of support. They needed a solution that could support building complex audience segments for their various targeted campaigns.
- Powerhouse campaign reporting. 6sense offers OSV a deep level of granularity in monitoring the success of their campaigns that they didn’t find with any other solution. Being able to measure campaigns at the end of a quarter or year is essential in order to quantify their success.
- Proactive prospecting. The predictive analytics available in the 6sense platform drills down to persona-level insights, which was key for the OSV team in order to hyper-personalize their sales and marketing efforts.
Marketing marvels as it unleashes its messaging
Since deployment of the 6sense platform, the OSV team has been on an accelerated journey to success, and they’re not stopping anytime soon!
On the marketing side, the team is able to build unlimited segments that fit their targeting criteria; be it always-on marketing campaigns, new products on the horizon for which they need to gauge market interest, or campaigns targeted towards the expansive range of products in their suite — they can build and orchestrate a wide variety of campaigns with 6sense in their martech stack.
“6sense provides a full robust journey”, says Mitch. “It allows anyone, at any level and on any team, to set up segments to monitor their set of accounts to see what keywords they’re researching so that we can determine the optimum channel through which to target them with messaging specific to their needs.”
Sales beats the competition
6sense predictive analytics plays a key role in OSV’s continued success. The ability to have insight into not only what an account is researching, but also persona-level visibility, gives the OSV sales development team leverage above their competition when identifying the full buying committee. Relying upon 6sense’s AI engine to recommend contacts to purchase and pursue all within Salesforce has enabled the OSV team to become incredibly efficient.
As the bridge between marketing and sales, the OSV sales development team is instrumental in driving activities that convert leads to opportunities within their targeted segments, and line up qualified opportunities for the account executives. By already mapping out the buying committee using 6sense, the sales development team has already narrowed down who to target within the account. The account executive goes into the 6sense Sales Intelligence app within Salesforce to understand what keywords the account is researching and then leverage that insight to engage the right personas with the right messaging.
Measuring performance is key
6sense is now ingrained into the OSV revenue team’s day-to-day workflow, and being within Salesforce helps steer the team to wins with a single source of truth. “The insights that 6sense provides eliminates any gaps between what marketing is doing, and what sales can see. The whole sales team has access, so everyone can see which accounts are researching, how they’re engaging, at what level, and where they are in their buying journey — it’s all right there,” explains Mitch.
The OSV team is adamant about setting goals to track and measure their success, and this is exactly how they set out to quantify their success with 6sense. Within the first six months of deployment, the sales development team has sourced 20 net-new opportunities from 6sense, amounting to seven figures-worth in additional pipeline. So far, six of those opportunities have closed — and they have definitely seen a return in their investment multiple times.
Mitch adds, “These are all opportunities we wouldn’t have had without 6sense, and all from marketing-generated efforts. From a customer journey perspective, 6sense won the game. We’re all in on 6sense.”
When asked what the biggest benefit of 6sense has been for the revenue team, Mitch responds:
“When we think of our vision for marketing, it’s all about driving new revenue and retaining customers — and 6sense is the epitome of that. From marketing, to sales, to customer success, we are segmenting audiences, collaborating as business units, and doing everything we can to make sure we as a team are able to drive and retain revenue, and 6sense helps us accomplish that.”
