FARO Technologies, Inc.
Sees 5x Lift in Engagement
CASE STUDY:
FARO Technologies, Inc. is the global leader in 3D measurement, imaging, and realization solutions. It’s always been a product-centric, engineering-led, sales-driven organization — which has contributed to the company’s success for over 40 years.
The Challenge
Unfortunately, the organization's focus had skewed too heavily toward selling hardware products, and not enough toward customer experience. Marketing sent emails with inconsistent messages. Communication occurred when sales requested it, not when it was useful to customers.
In addition, marketing focused on sending large quantities of leads to sales, even if it meant buying lists instead of uncovering and engaging accounts that were truly interested.
Not surprisingly, less than 1% of these leads resulted in a transaction.
The Solution
In 2019, FARO embarked on an end-to-end business transformation to reposition itself from a product-centric company to a customer-centric solutions provider, starting with a new go-to-market strategy.
It recognized that its lack of an account-level view of existing and potential customers was problematic. Further, the revenue team had to stop trying to “buy” its way to growth through traditional tactics like hiring incremental sales reps or exhibiting at face-to-face events.
The organization needed more insights to uncover demand, enhance customer experiences, and improve lead yield. They leveraged 6sense’s account engagement platform to help.
Using 6sense, FARO engaged in the following orchestrated account-engagment activities:
FARO's Buying Journey
CAPTURE
Revenue Moments
Revenue Opportunities
TARGET
Revenue Performance
BOOST
Uncover Demand: FARO first set out to “flip the funnel” and leverage its large customer base, while also lighting up the Dark Funnel™ to reveal previously invisible interest and engagement at scale.
Prioritize Action: With 6sense’s intent data and predictions, FARO more accurately targeted key accounts identified as in-market with the right messaging at the right time.
Engage Buying Teams: FARO used 6sense to transform its digital advertising strategy. This new, targeted approach resulted in a degree of engagement more meaningful than before. Now buyers were visiting highly relevant website pages, all tied to the current stage of their buying journeys.
Collaborate as a Revenue Team: FARO noticed that stakeholders across the organization — from sales, marketing, and the CEO — were referencing the insights 6sense provided. Internal teams quickly aligned on revenue intelligence and strategy.
Measure Results: In one month, engagement soared to over 5x what it had previously been. More than 100 new accounts were engaged in this period. Alignment across the revenue team and top leadership noticeably improved.
Click the nearby image to learn how FARO changed — and how 6sense helped.
FARO invested in 6sense to function as a "central nervous system" to ensure its marketing activities were delivered consistently across channels.
The Results
Its revenue team now has highly targeted and personalized communications based on account needs, personas, prospect activity, and buying stage.
The company has experienced:
50% decrease in marketing spend
592% increase in demand conversion rate
3.8x return on marketing investment
It also won the Return on Integration Winner award at 2022's Forrester B2B Summit.