6sense Confidential

Tyler Pleiss Sr. ABM Marketing Mgr. Clari

Wednesday, October 5th

Robin Rottinghaus Sr. ABM Manager Abnormal Security

Mary Gilbert CMO Folloze

Experience Matters: Delivering High-Impact Buyer Journeys that Drive Growth

6sense Confidential

Buyer-centricity is key to driving growth in today’s market

The primary driver of growth

Drive an efficient end-to-end digital buying experience

Deliver personalized experiences

at scale

of CEOs see marketing as owning the growth agenda.83 % of B2B marketers expect to take the lead on complete

digital customer lifecycle. 82 % of B2B marketers cite personalized buyer

experiences as the key to delivering growth.

75 %

Sources: McKinsey and Demand Gen Report

6sense Confidential

OBJECTIVE: To build awareness and engagement to drive net new revenue (TAL)

HOW: Deliver an agile personalized end-to-end experience with omni-channel marketing tactics (Value/Orchestration)

KPIs: NBM’s, Close Opportunities (Reports)

Personalized End-to-End Experience ABM 1:Few (150)

Account & Contact Data/ Sales Intelligence Content & Creative

Emails Sent on Behalf of Sellers

Program Management & Reporting

TAL and Intent Signals Differentiated Value Orchestration Realtime Data

ABM Strategy

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● New ABM w/new AE ● No activity before 6/5 ● Attended regional event & Astros game ● NBM as follow-up to Astros game

ABM Framework

1 Starts with the 6Sense DATA

5 IMPACTFUL results

2

3

4

Digital Ads 6Sense ads began 6/13: 3 clicks

Email Drips 85 website/Folloze visits in 60 days

Regional Event AE/SDR outreach in parallel invite via Folloze

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Amplify Events

1 2

3

● Pre-engagement ● Sales automation motion ● MQLs and tracking ● Post Follow-up ● Rinse & Repeat

4 Folloze token

Engagement Drives Revenue Growth

● Total Registrants: 40 ● Attended: 22 ● 2 NBMs / 1 POV Oppty

5

6sense Confidential

Sales Orchestration Play with AE and SDR

1

2

● Contact spent 14 minutes on event board but didn’t register

● ABM notified SDR, they reached out & got NBM

● Contact shared info across his organization

3

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ABO GTM Strategy ABO Strategy Account Type Sales Activations Marketing Activations

1:1 Strategy

Priority Level 1

1:Few Strategy

Priority Level 2

1:Many Strategy

Priority Level 3

First Mover Accounts Account Document Persona Maps Proactive Outreach Personalized Outbound

Customized Account Messaging Account-Specific Folloze Hub 1:1 LinkedIn Ad 1:1 Terminus Email Banner In-Person/Virtual Events

First Focus Accounts Closed Lost Opportunities Deal Acceleration

Proactive Outreach Coordinated Sequences Direct Mail

Industry-Specific Messaging Industry-Specific Folloze Hub Industry-Specific LinkedIn Ads Industry-Specific Drift Industry-Specific Web Personalization Industry-Specific Terminus Email Banner In-Person/Virtual Events

All Named Accounts 6QAs Signal Hunting

Integrated campaigns Broad messaging verticalized by industry

6sense Confidential

ABO in Practice: Paid Social

6sense Confidential

ABO in Practice: Folloze Leveraging Folloze to create personalized experiences for accounts:

● First Mover accounts each receive a personalized Folloze hub and each industry has a dedicated Folloze hub

● Messaging is derived from detailed POV documents created by Sales

● Content is divided up by ounce of value + choose your own track

● Promoted via LinkedIn sponsored content, email banners, outbound

6sense Confidential

Data Signals

● Daily 6S Slack alerts: ○ 6QAs

○ web visits

○ Folloze hub visits

● LinkedIn ad engagement

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Measuring Success Represent % of Q1-Q3 Goals YTD ● Demos 130% to goal YTD

● S0s Created 117% to goal YTD

● S1s Created 125% to goal YTD

● Pipeline 78% to goal YTD

Closed Lost Campaign Results ● Exceeded S0 first meeting goal by 260%

● Exceeded S1 second meeting goal by 400%

● Pipeline revenue generated $1.8m

● Reached 100% of our target accounts

● Engaged with 94% of our target accounts

● Increased intent in 87% of our target accounts

https://app.clari.com/dashboard?dashboardId=62ba449badbd9760c4f242a9

Folloze is the easiest and most powerful way for 6sense-powered revenue teams to turn account intelligence into personalized content destinations across the B2B buyer journey, generating deeper account engagement and insights that drive measurable revenue growth.

14

+

Confidence in Data + Excellence in Experience = Results in Revenue

● Data + experience = $$$

● Delivering relevance at scale requires agile tools and real-time data

● ABO gets stronger with engagement data