ABM Playbook: Confidence in Data + Excellence in Experience = Results in Revenue

Introduction The Folloze + 6sense solution fuses the buyer intent and predictive data of 6sense Revenue AI™ with the dynamic customer engagement and sales orchestration of the Folloze Buyer Experience Platform to help any marketer launch targeted, omnichannel campaigns across the entire buyer journey. Using real-time data to understand buyer behavior, the integration identifies ideal target accounts and delivers contextual buying journeys at scale based on their intent, buying stage, industry, and specific use case.

The combined solution helps ABM and Demand Gen practitioners:

Create deeply engaging buyer journeys by leveraging 6sense’s account insights to deliver contextual, adaptive, and highly personalized buyer experiences at scale.

Inform and guide sales motions as Folloze engagement data complements 6sense’s AI-powered predictive data and sales insights.

Execute relevant, high-impact content experiences and outbound campaigns that digitally surround prospects, culminating in perfectly timed sales outreach.

This playbook is designed to guide you through a typical target account process — spanning the three key stages of account selection, engagement and measurement — and introduces specific use cases and product features that enable ABM and Demand Gen practitioners, including MOPs, to execute successful account-based programs.

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Selecting and targeting the right accounts is a critical part of this strategy. To do this, 6sense surfaces relevant account data such as demographics, firmographics, technographics, current buying stage, and intent keywords. 6sense can also identify and deanonymize unknown accounts, sometimes referred to as the “Dark Funnel.” Leveraging these insights, Folloze is able to execute micro-targeted, omnichannel campaigns, relying on automation to guide buyers through their self- service journeys.

Create ICP and Targeting Tiers

The first objective is to create the ideal customer profile (ICP) for the given targeting parameters and combine it with intent and predictive data provided by 6sense. ABM accounts can then be tiered based on target account program priorities, such as vertical or geographic market segments, funnel stage, product lines, or logo capture. These tiers will set the stage for ABM teams to build and execute 1:1, 1:few, or 1:many engagement tactics.

Stage 1: Account Selection

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Account data feeds inbound campaigns such as ads, social or organic, and can also feed outbound campaigns including SDR outreach and orchestrated email-marketing campaigns. The combined solution helps granularly manage complex targeting environments such as selling into multiple departments, roles, or buying groups.

Leverage UTM and Metadata

Embedding UTM code and other metadata into each account segment is a critical element of account selection, as segments will usually be targeted differently. For example, at the top of the funnel, accounts might be directed to content featuring thought leadership so that customers and prospects can better understand the value of the product or service being considered. Middle-of-the-funnel accounts, on the other hand, might be directed to content that features detailed product capabilities or customer case studies/testimonials to further guide decision- making in the buying lifecycle.

The Folloze platform is able to ingest the UTM and metadata so targeted accounts are directed to the appropriate Folloze board. The boards refresh in real time and the most relevant and engaging content is surfaced. In the common case where “strays” find their way to the boards, Folloze built-in identity features can cookie visitors and identify which company they work for so that the experience remains relevant, even for unexpected visitors.

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The second key to successful execution of any targeted account marketing campaign is to deliver personalized, relevant experiences that meet customers wherever they are in their unique buyer journey. This is where Folloze thrives as a main stage player: by allowing the fast and easy creation of an unlimited number of experiences throughout the buyers’ journey.

What Fast Means

While 6sense does a fantastic job of tracking activity and engagement across targeted corporate websites, the typical amount of time it takes to stand up a microsite or campaign page can be in excess of 8 hours. With Folloze it takes only 30 minutes on average because it has a purpose-built setup process to get the right assets in front of the right audiences.

While corporate websites are limited by the capacity of the web team, Folloze boards extend the web team’s capacity by allowing all of marketing to easily stand up unlimited microsites and campaign pages. Now marketing and sales teams can align to easily create and customize Folloze boards with no coding and no need to involve Web, IT, or outside contractors. As a result, boards and campaigns can be built and executed in minutes.

Stage 2: Engagement

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Diverse Experiences

Folloze also offers highly versatile functionality, giving you the ability to create as many different types of experiences as needed to scale your ABM efforts. Some examples include:

Defining engagement by target buyer/role/persona, industry or content type based on where the customer is in the funnel.

Support for over 100 media types, including video, audio, and embedded “widgets.” This diversity of media is a best practice to capture attention, particularly for awareness at the top of the funnel.

Virtual sales rooms where customers can securely view RFP responses, product configurations, pricing and proposals, contracts, and more. Sales teams can track engagement and get a more comprehensive picture of their buyers.

Hosting virtual meetings and webinars via the Zoom Connector, a feature which is only available through the Folloze platform.

Creating targeted events that are easy to populate with content and simple for field teams to execute.

Unlimited licensing: Folloze puts no limit on the number of boards you create. As your ABM efforts scale, the platform scales with you.

The solution shows you exactly where each audience is getting their content (such as websites, events, articles, publisher networks, etc.) and lets you observe the full interactions.

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Finally, Folloze acts as a steward of the content and branding that your marketing team wants you to use, all the way down to the fonts and colors automatically selected for you within the platform. The Folloze platform comes with a content management system that makes it easy for teams to select approved content and messaging, and prevents teams from “going rogue.”

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The need for measurement and analytics as part of an account-based strategy is two-fold:

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

Improve the targeting motion itself. Even if a company were to select the perfect set of accounts to target, over time some will be won and some will be lost, and new accounts will invariably be needed. The entire revenue organization will need to understand what worked and what didn’t.

Help make decisions about scale. Demand Gen 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.

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.

Stage 3: Measurement and Analytics

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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.

Other ways marketing and sales teams can leverage these metrics:

• Marketing uses this data to A/B test, to get attribution, and to fine-tune ad, paid search, and other spend.

• Sales actioning on accounts is supported in two ways: • 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 outreach-like personalization capability so Marketing can take some of the lift off of sales for accounts that are not quite there yet.

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Summary of Value

The 6sense platform provides a best-in-class solution for identifying in-market accounts, buyer journey orchestration, and predictive intelligence. Folloze is able to take advantage of the data supplied by 6sense and quickly deploy best-in- class experience destinations that are tailored to the customer and make sense for where they are in the buyer’s journey. Data flowing between the two platforms creates a virtuous cycle. The result is a significant, measurable increase in awareness, engagement, conversion, pipeline, and ultimately revenue.

Confidence in Data + Excellence in Experience = Results in Revenue

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