Folloze + 6sense Playbook

Folloze+6sense Playbook, where we show you how this powerful platform integration helps you execute ABM programs that get results.

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High Performance ABX Campaigns

Playbook

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Buyers are expecting highly personalized and engaging

experiences tailored to their specific interests and needs.

Delivering these timely and relevant buyer experiences across a

wide range of digital touchpoints is now becoming table stakes

for GTM team striving to meet and exceed their goals.

To thrive in 2024 and beyond, teams need technology to monitor

all accounts, contacts, and situations across the buyer journey

stages. Using engagement signals and personalization at scale,

these teams can expedite deals, resulting in high-quality pipeline

and opportunities.

Engage buyers and drive campaign performance

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UNCOVER demand

ENGAGE buying teams

PRIORITIZE actions

COLLABORATE as a revenue team

MEASURE results

At Folloze, we’re here to help you meet the moment.

Folloze empowers GTM teams to reimagine engagement in the buyer-led

era as the first and only no-code, AI-powered digital experience platform.

We’re purpose-built for your needs.

Combining Folloze with 6sense will take your account-based programs

to a whole new level by kickstarting personalization at scale using 6sense

segments and Folloze across the entire buyer journey.

Get Ready to Take Your GTM to a Whole New Level

This playbook will help you leverage your investment in 6sense with the Folloze Buyer Experience Platform to:

Let’s get started!

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Engagement is the new currency of predictable growth

Scale targeted, personalized campaign experiences

Harness unmatched identification and intent data

Orient your entire team to the buyer and their unique journey

Measure true intent with 1st party behavior data

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You’ve embraced an account-based growth strategy, seeing

buyer or prospect performance improvement through precise

targeting. However, your tech stack’s basic and time-consuming

tools slow down custom page creation and engagement

tracking—impacting pipeline and revenue goals.

That’s where Folloze comes in.

Focusing on buyer engagement as your north star gives you the

1st party signals you need to fly beyond form fills and into the

meaningful connection buyers need now. When you have agile

tools that allow you to adapt in real time, you can become a true

partner to your buyers and navigate seamlessly not just any

opportunity but those with real promise.

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Folloze ABX Campaigns

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With easy-to-use, no-code Folloze ABX Campaigns, you

can turn your demand generation and account-based

programs into dynamic relationship-building accelerators

and better satisfy your buyer’s unique needs.

When combined with 6sense you’ll discover a new level of

agility, personalized engagement, and behavioral insight

that will take your entire GTM campaign to a whole new

level of performance.

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The Folloze ABX Campaigns Advantage:

Create personalized, rich, connected destinations in minutes—that are on-brand, and fully compliant.

Engage buyers and accelerate their discovery journey powered by our AI driven personalization and content engine.

Take the right next action using first-party data and AI with a progressive identity engine + behavioral analytics.

Do more faster Kick-start

Engagement Put Insight into Action

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k Harness unmatched identification and intent data When you combine the industry-

leading account identification and

sales intelligence of 6sense with

the unique Folloze identity model

you can easily optimize and

personalize digital destinations

for inbound and outbound

channels. Add buying stage plus

intent data to deliver contextual,

adaptive buyer experiences that

deliver exactly what the individual

buyer needs in the moment.

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6sense + Folloze: Data Framework

Understand performance with

campaign, segment, and funnel reports

and dashboards

Understand

buyer behavior

and interest with

detailed, contact-

level engagement

data

MEASURE RESULTS

Match anonymous web

traffic and 3rd party intent to

accounts

Match known

accounts and

contacts with

a Folloze ID

UNCOVER DEMAND

Target audiences

based on intent,

engagement, and

predictive data

Augment 6sense predictive scoring with engagement data captured by

Folloze

PRIORITIZE ACTIONS

Orchestrate

multi-channel

interaction(s) with

target accounts

Serve Folloze content destinations to target accounts,

dynamically personalized based on 6sense account

data

ENGAGE BUYING TEAMS

Empower sales

reps with timely,

relevant account

alerts and insights

Enhance 6sense

sales insights and

next-best actions

with engagement

data captured by

Folloze

COLLABORATE AS A REVENUE TEAM

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k Align your entire GTM team to your buyer

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With tight budgets and fewer buyers in market, your marketers and sellers must be focused on real opportunities with tightly orchestrated motions that maximizes agility, buyer engagement, and insight.

This level of precision and orchestration, requires you to have a 360 degree view of account and buying behavior. This means every touchpoint must be connected, and provide a unified and transparent view of buyer behavior and seamlessly inform the next action.

If you’re already leveraging ICP account data to feed inbound campaigns such as ads, social or organic, and outbound campaigns including SDR outreach and

orchestrated email campaigns, you’re halfway there. But, this data is often limited to anonymous sources like the corporate website or browser data which is less effective when targeting larger organizations with multiple buying groups.

When you connect Folloze and 6sense, the unique Folloze identity model improves match rates by up to 40% optimizing personalization and predictive analytics.

Integrating the two sets of data gives the entire team immediate visibility into not only which accounts are showing intent, but who in the buying group is researching, and what they’re researching.

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UNKNOWN KNOWN ACCOUNT + CONTACT

(NEW COOKIE)

INFERRED ACCOUNT ID

KNOWN (NEW COOKIE)

Unique identity model up to 40% higher match rate for optimized personalization and analytics

Based on 6sense account identity model

Any person previously cookied on any 1st party web property, using cookie matching with Eloqua

Cookie created in real time from: Embedded Eloqua form, Folloze form, Eloqua email, Sales platform email, Folloze email

Jennyl@jcrew.com Jennyl@jcrew.com

Jenny Laurence Jenny Laurence

Account: JcrewAccount: ~Jcrew Account: Jcrew

No Email No Email

Guest 121? Guest 345?

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Optimize performance across your GTM

Marketing uses 6sense to:

• Build audiences

• Drive targeted ads

• Ad destination

• Personalization data

• Embedded dashboard

• Real time alerts

• Lead scoring

SDRs uses BDR platform to:

• Nurture prospects, drive Folloze engagement

AEs use Folloze to:

• Efficiently engage buyers via sales email

Marketing uses Folloze to:

• Deliver highly personalized experiences

Marketing + Sales use Folloze to:

• Get real time engagement insights

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Mapping Your Activation Path:

Essential Steps to Follow

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STEP 1 • Initial setup... it’s easy Prerequisite: Admin Access to Folloze and Access to 6sense API Key

Pro tip: select the Select the minimum level of Confidence Score* used for enrichment.

The default confidence score is low and the recommended is high/very high.

* 6sense provides a confidence score that reflects the confidence that the result of the visitor in question is from a given company based on the number of corroborating sources. The confidence scores include: low, moderate, high, and very high. If you are applying personalization, it is recommended to use high or very high.

When the result returns from 6sense, if the confidence score is lower than the selected value, the contact record will not be enriched and no personalization will apply to it.

Please note that this only affects unknown leads, known leads are managed via the Folloze ID (high certainty).

Open your profile picture at the top-right, select Company Admin.

Select Integrations > Data Providers > 6sense.

To activate the 6sense API, enable the toggle.

Enter the 6sense API key and select Validate Key.

After the key is validated, select Connect.

You already have the benefit if all you do is connect the two platforms.

QUICK WIN 1

You already have the 6sense tag on the Folloze instance so it feeds the 6sense intent model (bi-directional data connection). Ask your Folloze admin to help with this.

QUICK WIN 2

https://web.outreach.io/admin-exp/integrations/application/folloze

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David Brutman Co-founder & CPO Folloze

davidb@folloze.com

Call me

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STEP 2 • Leverage 6sense attributes to personalize your customer’s experience Optimal omni-channel campaigns based on 6sense account data

such as segment, stage, industry, intent, combined vwith the Folloze

personalization studio allows you to deliver a seamless, personalized

engagement across all channels throughout each stage of the

customer journey.

For example, you can define your targeted market segment for an

advertising campaign, and then leverage your Folloze board as a

destination for displaying ads relevant to a specific segment. In this

way, you create unique experiences for different segments coming

Segment based on Account, User and 6sense Segment attributes

Customize messaging, design and content

Account based

Industry based image

Seller contact card

AI Personalization role,

intent, company

Message derived from industry

Content based on solution

Industry value proposition

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Account Field Type Description

Account Employee Range List The sales stage this account is in (Awareness, Consideration, Deci- sion) retrieved from CRM

Account Country List The country where the company is located

Account Domain Text field The company domain/website

Account Employee Range List The number of employees in the company

Account Industry List The industry te compane operates in

Account Name Text The name of the company

Account Profile Fit List The company fit based on ICP (Ideal Customer Profile) definition de- fined in 6sense

Account Profile Score Text The company fit score based on ICP (Ideal Customer Profile) defini- tion defined in 6sense

Account Region List The world region where the company is located

Account Revenue Range List The company’s annual revenue range

Account Segments List The segments as defined in 6sense

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The attributes that are most commonly used are Domain, Industry, and Segment

The account domain can be used to add an account logo or name. Many of our customers are adding the account name in the header title of the hero banner.

Account industry can be used to offer industry specific images, messaging, or content such as relevant case studies

HERE’S THE FULL LIST OF 6SENSE ATTRIBUTES THAT YOU CAN USE FOR PERSONALIZATION:

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PERSONALIZATION BEST PRACTICES

Use Case Tactics & Attributes to use

1-to-1 Personalize by persona - use “contact title” to address specific roles.

ABM 1-to-many

• Plan for clusters of companies. • Use attributes like Account and Buying Stage. • Plan your content using the 70:20:10 rule • Where 70% is generic, 20% is focused on Industry and 10% is account specific.

Targeted Demand Gen

• Plan your audience taxonomy. • Use attributes like Segment, Industry, Buying Stage,Account. • Use a 80:20 rule for content - with 70% generic and 30% by Industry or Segment.

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By far the most common personalization

attribute used when Folloze and 6sense

are connected are segments. Once you

put all the effort in defining your segments

and buying stages, it’s only natural that you

want to leverage them in your customer

engagement strategy.

Be customer-centric and value-driven in your personalized message to the customer.

Don’t over personalize, use 80-20 rule. Folloze personalization is a no-code experience for

our users, but can get quite confusing to start with. Figure out what are the most impactful

messages, images and content that you can personalize and start there.

Plan for the default - remember that you will have visitors whose account is not identified

and will see the generic, non-personalized experience. Make sure those visitors still get a lot

of value from the board.

https://web.outreach.io/admin-exp/integrations/application/folloze

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Unlocking true intent: integrating 3rd party and 1st party signals

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Creates accountability so that ABM campaigns can be accurately tied to revenue, and can be compared to other campaigns to understand performance.

Enhancing targeting strategies involves ongoing evaluation. Even with an ideal selection of accounts, turnover occurs, necessitating continual assessment by the entire GTM team to identify successes and areas for improvement.

Helps make decisions about scale. Demand generation often requires some ABM campaigns, and some non ABM campaigns. Deciding the right level of investment to meet overall pipeline goals is critical to the success of the marketing organization.

Measurement and analytics M

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The need for measurement and analytics as part of an account-based strategy is two-fold. It not only ensures accountability for

revenue tracking and performance comparison but also refines targeting and aids in crucial scaling decisions, aligning investments

with overall business goals in a nuanced, data-driven manner:

Folloze allows you to analyze target accounts with a shared view of engagement that spans every activated channel and touchpoint.

ACCOUNT VIEW

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Both 6sense and Folloze capture engagement data as customers and

prospects engage with content on Boards, click on ads and visit the

corporate website. This is where the integration between 6sense and

Folloze is key. Folloze captures a wide range of data: who visited a given

board, which account they’re associated with, the person’s role and level,

what content they engaged with, how long they engaged, and when the

engagement happened.

This data can be passed back to 6sense, which uses the information in the

6sense platform for even more accurate segmentation. Adding first-party

engagement data from the Folloze platform allows 6sense to optimize

next best campaign actions and share behavioral insights with sales teams.

Alternatively, this rich information can be pushed to other tools like BI

(Business Intelligence), CDPs, or the CRM, which provide additional insight

into what’s working and what isn’t.

Understand each individual, known or unknown, with a step- by-step view of their journey measured down to the second

CONTACT VIEW

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Sales actioning on accounts is supported in three ways:

Other ways marketing and sales teams can leverage these metrics:

Through the 6sense platform, inside sales/SDRs can use the data collected

from both platforms to actively engage with accounts at the right time —

and at the right altitude. There’s nothing worse than treating someone

who has spent significant time with your brand like a stranger.

Folloze has “on behalf of” email capability with personalization capability

so Marketing can take some of the lift off of sales for accounts that are not

quite there yet.

Sales can launch an Outreach or Salesloft campaign directly from 6sense

with links to Folloze boards embedded in the email sequence.

Use this data combined with variants to A/B test.

Get attribution,fine-tune ad, paid search, and other spend.

Monitor Experience traffic, organized by persons and visits, with an expandable view of performance based on source, campaign, channel, and content consumption

EXPERIENCE & CONTENT-VIEW

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Add the 6sense Web Tag to your Folloze boards to track visitor engagement. When reported back to 6sense, these analytics enhance scoring algorithms and fuel AI-driven predictions:

Pre-engagement: Build 6sense segments and identify 6QAs using a mix of web analytics tracked from Folloze boards, firmographics, and intent data.

Sales Automation: Once 6QAs are identified, trigger automated workflows in 6sense to facilitate timely outreach using Folloze content personalized to the account’s buying stage.

Post Follow-up: Post-engagement, Folloze data assists 6sense in evaluating follow-up strategies’ effectiveness, informing future follow-up approaches.

Rinse & Repeat: The cyclical data exchange allows for ongoing refinement of engagement strategies. As engagement data from Folloze is analyzed by 6sense, it refines its predictive algorithms, fostering a continuous optimization of engagement strategies.

How to integrate Folloze data into the 6sense dashboard

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From ABX to ABO at Clari

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ABO Strategy Account Type Sales Activations Marketing Activations

1:1 Strategy

Priority Level 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

1:FEW Strategy

Priority Level

• 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 Web Personalization • Industry-Specific Terminus Email Banner • In-Person/Virtual Events

1:Many Strategy

Priority Level All Named Accounts

• 6QAs • Signal Hunting Integrated campaignsBroad messaging verticalized by industry

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O ABO GTM strategy

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O 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

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O Clari transformation: measuring success

Represent % of Q1-Q3 Goals YTD

Closed Lost Campaign Results

Demos 137% to goal YTD

S0s Created 117% to goal YTD

S1s Created 85% to goal YTD

Pipeline 70% to goal YTD

Exceeded S0 First Meeting Goal by 260%

Exceeded S1 Second Meeting Goal by 400%

Pipeline revenue generated $1.8m

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O The engagement edge

Our partnership helps us elevate our value to the customers

and the brands we serve. It will not only give your buyers what

they need, but give you the 1st party signals to know for sure

what they want from you right now. Plus when you have agile

tools that allow you to adapt in real time, you can become a

true partner to your buyers and move intelligently after not

just any opportunity but only those with real promise.

Elevate value and delight customers

This helps us elevate our value to our customers and the

brands we serve. With 6sense + Folloze, you can be up-

and-running quickly with a new level of agility, personalized

engagement, and behavioral insight that will take your entire

GTM campaign to a whole new level of performance.

Performance is possible Dynamic is Doable Agility is growth

Folloze + 6sense Playbook

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