Maximizing ABM success: How we optimized their 6Sense investment
The Challenge: Unlocking the full potential of 6Sense
A leader in digital experience and business application solutions, sought to enhance their 6Sense investment to better align with their Account-Based Marketing (ABM) strategy. Their goals were clear:
Prove 6Sense’s impact on pipeline conversion
Improve data integration across their Marketing Automation Platform (MAP) and CRM
Strengthen lead activation strategies to drive revenue growth
Despite leveraging key 6Sense features such as predictive scoring, segment sharing to Salesforce (SFDC), and LinkedIn Matched Audiences, they faced several challenges preventing them from maximizing their ROI:
Key challenges identified:
Data integration gaps – Missed opportunities in integrating 6Sense with their MAP, limiting cross-platform data utilization.
Limited data enrichment – A strong keyword strategy was in place, but brand terms weren’t translated, restricting international market visibility. Additionally, data exclusion settings needed refinement to eliminate unnecessary data from 6Sense scoring.
Underutilized orchestration & activation – While some orchestrations pushed 6Sense segment data to SFDC, Google Ads activation was not configured, and two Sitecore orchestrations were inactive.
ROI & conversion proof points needed – To validate their investment, they needed clear metrics proving 6Sense’s impact on pipeline conversion and revenue generation.
The Solution: A strategic overhaul for ABM optimization
Sojourn Solutions conducted an in-depth audit of their 6Sense configuration, data administration, and orchestration workflows. Our analysis led to actionable recommendations designed to strengthen data governance, enhance audience targeting, and improve marketing-to-sales activation.
Key recommendations implemented:
Enhancing Eloqua integration – Configured outbound syncs from their MAP to receive 6Sense segment names, improving segmentation and pipeline visibility.
Expanding audience intelligence & data enrichment – Leveraged the Marketing Intelligence Package (including People API acquisition) to identify additional high-intent leads and enrich existing profiles.
Translating brand terms in keyword tracking – Captured non-English intent signals to improve international visibility and engagement.
Enabling Google Ads activation – Integrated 6Sense segment data into Google Ads to replicate the success seen with LinkedIn Matched Audiences.
Aligning 6Sense MQLs with lead scoring models – Ensured a seamless nurture process before pushing leads to SFDC, optimizing lead flow and nurturing activities.
Strengthening data governance & compliance – Expanded exclusion settings to filter irrelevant activity, ensuring cleaner insights for sales and marketing teams.
The Results: Tangible business impact
With these optimizations in place, our client is now better positioned to track 6Sense’s impact on business growth. We are measuring success through key performance indicators (KPIs) aligned with operational efficiency, pipeline growth, and revenue impact.
Operational efficiency – Streamlined data & integration
KPIs:Â Activation of Eloqua-6Sense sync, enhanced data filtering, improved orchestration.
Business outcome:Â More precise targeting, enhanced lead nurturing, and reduced manual inefficiencies.
Pipeline growth & lead quality – Driving higher conversion rates
KPIs:Â Increased marketing-sourced pipeline, enriched lead data from People API, optimized global keyword tracking.
Business outcome:Â Higher-value leads, improved sales-marketing alignment, and stronger pipeline contribution.
Revenue impact & ROI proof – Demonstrating business value
KPIs:Â Faster pipeline velocity, higher conversion rates, and an ROI dashboard tracking 6Sense-attributed revenue.
Business outcome:Â Validated business case for 6Sense, ensuring long-term strategic investment.
Final thoughts
By addressing key challenges and implementing strategic enhancements, our client has successfully optimized its 6Sense investment. With improved integration, better audience insights, and stronger lead activation strategies, they are now positioned to drive measurable business outcomes and validate ROI.
If your organization is looking to maximize the impact of its ABM technology investments, Sojourn Solutions can help you unlock the full potential of your platforms. If you would like to learn how we can optimize your marketing technology stack for success, lets talk.
