6sense Sees 537% ROI By Leveraging Personal Gifting
As the Field and ABM Manager at 6sense, Cameron Mueller’s top priority is delivering amazing customer experiences. Cameron does this by leveraging 6sense insights to create hyper-targeted account-based marketing programs for enterprise prospects on behalf of his sales team. Given the exponential growth 6sense has experienced over the last year, Cameron aims to balance the quality and value of the experience they create for key accounts with offers that feel like a personal touch.
When the world shifted to a work-from-anywhere, remote environment, the ability to reach prospects where they worked changed with it. It’s quite a shift to go from a package delivered to your desk at work to an email asking for a home address. Cameron took a hard look at the customer experience they wanted to create in their gifting programs.
The power of Alyce is in the customer experience we can deliver. There is instant gratification without delay and without losing the recipient’s trust.
— Cameron Mueller
Field and ABM Manager, 6sense
Teams Using Gifting
Choosing The Right Tool
At the time, Cameron’s team was juggling multiple tools: One that required inventory and an address before a gift could be sent out, and one with a digital model, no warehousing or inventory needed, and only an email needed for a gift to be sent.
Cameron wanted to create a personal, digital experience that mimicked the surprise and delight feeling direct mail can create. He knew that was going to be pivotal in the new, remote-first world.
After A/B testing scenarios to see the effectiveness of each solution in this new environment, Alyce showed more significant results.
"Without a doubt, the team at Alyce is the most valuable piece of our partnership! Our CSMs at Alyce, Monica & Maegan are like an extension of our team. They move completely in sync with us. They are nearly as excited as we are by our vision and goals, and work with us, hand-in-hand, to build out our gifting strategy and processes, and are always open to taking action on our product feedback."
Creating Delightful Digital Experiences
With Alyce in the 6sense toolbox, Cameron has gone to work perfecting where and how 6sense gifts their customers and prospects. Using the 6sense Account Engagement Platform, he knows who is on the buying committee, where they are in their buying journey, and what is most important to them. “We know enough about our buyers and customers to deliver a compelling, relevant experience when we offer a gift.”
With buyer intent signals in hand, Cameron aligns with the sales team to convert in-market accounts into opportunities, using Alyce's Require a Meeting functionality.
But gifting doesn't stop at new account opportunities — each month, Cameron allocates invitations for account executives to accelerate opportunities and grow existing client relationships.
Expanding Gifting Across Teams
The sales team at 6sense doesn’t get to have all the gifting fun. The marketing and customer success teams at 6sense have also adopted Alyce to help create moments of delight, no matter that person’s relationship with 6sense.
With in-person events making a comeback, 6sense has been leveraging Alyce’s Swag Codes to follow up with booth visitors in a way that stands out from the other vendors their prospects may have spoken to at large industry events.
But Cameron’s strategy doesn’t stop at just swag codes. He’s planning an activation leveraging Alyce’s new kitting and warehousing capabilities to create branded and thematic kits for marketing campaigns which include an Alyce Swag Card inside of the box that will have a required meeting action, creating a two tiered approach that provides value for prospects without any initial ask.
The customer success team also leverages the 6sense swag store and personal gifting to create brand affinity during the customer journey. Customer success managers are provided gift invitations they can use for customer engagement, whether their customer celebrated a round of funding, reached a personal or professional milestone, or engaged with 6sense programming.
6sense adopted a gifting everywhere strategy to create an experience for prospects and customers to receive gifts, no matter where they work. Alyce helps the entire team start relevant conversations in a delightful and personal way, strengthening relationships that last.
The 6sense Account Engagement Platform helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.
Industry: Marketing Technology
Company Size: 500+
Location: San Fransisco, CA