Folloze 6sense

Outreach

+ + key for Abnormal Security to drive engagement and close more deals faster

Abnormal Security is committed to fighting cybercrime by protecting inboxes from the most dangerous threats, including business email compromise, credential phishing, and account takeovers.

The 1:few program led by ABM veteran supports over 100

global reps focused on classified accounts

to build awareness, engagement

and net new revenue (TAL).

Robin Rottinghaus

© 2024 Folloze. ALL RIGHTS RESERVED.

https://www.linkedin.com/in/robinrottinghaus/

© 2024 Folloze. ALL RIGHTS RESERVED.

Engagement is the new currency The way to win in today’s market is to engage buyers in a personalized omni-channel

experience. With limited resources, this requires agility, tight orchestration, and integrated

martech that connects marketers, sellers, and buyers across the entire journey. Today’s

buyers are even harder to reach than ever. According to Robin,

“People want us to work on their timeline and they’re

working in different locations. Flexibility is critical in this

new world of work when people are more likely to work

remotely and engage virtually over in person.”

With engagement as her north star, Robin developed an omni-channel program using a

combination of in-person and digital opportunities to impact every touch point.

Playing to win With the Folloze board as the foundation

for a connected experience, combined with

6sense data and ads and the Outreach

integration, Robin helps her AEs and SDRs

act as one to surround accounts and

deliver an experience that drives higher

pipeline velocity and close rates. From AE-

led in-region events to company-wide

incentives and digital experiences, the

entire GTM team is in on the game

Targeting is defined using 6sense

signals, contacts, and sales intelligence.

Outbound campaigns are then

delivered via 6sense ads, targeted

email, and LinkedIn

Campaign links take prospects to a

Folloze board for a rich initial

experience where they are identified via

identity matching and 1st party cookies

for personalization and prioritization

Using Folloze behavioral signals for

prioritization, including which ads they

came from, the AE/SDR delivers 1:1

Outreach sequences to engage

prospects in deeper discovery, local and

virtual events, and targeted offers.

Data match made in heaven Using first party data from Folloze boards and 6sense intent data creates more efficiency,

improves orchestration, and increases close rates. For events, the Folloze board becomes

an engagement mechanism whether people attend the event or not. AEs and SDRs can

identify potential opportunities based on engagement, most often generating even more

NBMs from event communications. In addition, contacts often share the Folloze board with

their buying group, creating even greater reach to people not part of the initial event target

list.

© 2024 Folloze. ALL RIGHTS RESERVED.

Engagement that scales Expanding the program, Abnormal Security uses 6sense + Folloze to focus SDRs on high

intent accounts offering a threat report with digital ads. Abnormal Security shoelaces are

offered via email or a direct mail with a QR code that leads to a Folloze board. The board

offers free Converse shoes for a meeting. Email follow ups and live events like Abnormal

Security Jeopardy continue the relationship.

Creative Assets

6sense ads

Targeted email

Event invites

Folloze board Folloze board