6sense > Case Studies > Optimizing Account-Based Marketing: A Case Study on Qualtrics

Optimizing Account-Based Marketing: A Case Study on Qualtrics

Technology Category

Application Infrastructure & Middleware - Data Exchange & Integration
Sensors - Haptic Sensors

Applicable Industries

Cement
Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Time Sensitive Networking

Services

System Integration
Testing & Certification

About The Customer

Qualtrics is a leading experience management company that enables organizations to be at every meaningful touchpoint, for every experience, and predict which changes will resonate most with stakeholders. They offer solutions across customers, employees, products, and brands. With a multitude of solutions and prospects visiting their site every day, the company aims to optimize their website for all visitors, particularly target accounts. They have a comprehensive account-based marketing (ABM) strategy and are constantly looking for ways to enhance their existing good practices.

The Challenge

Qualtrics, a company synonymous with experience management, faced a challenge in optimizing their website for all visitors, particularly target accounts. Despite having traditional channels set up for users to interact with their brand, such as filling out a form on their website or talking to sales via phone or email, they lacked a digital aspect. The team wanted to ensure that no matter the channel, a user could easily get in touch with their sales team. They also aimed to build an incremental pipeline through the website and generate net-new names from website visitors. Simultaneously, they were rolling out a comprehensive account-based marketing (ABM) strategy, aiming to enhance their existing good practices.

The Solution

In 2018, Qualtrics launched Drift, a conversational marketing platform, to ensure user accessibility to their sales team across all channels. The team had two primary goals: to build an incremental pipeline through the website with Drift acting as an independent channel, and to generate net-new names from website visitors. As part of their phased ABM strategy, they integrated 6sense, a predictive sales and marketing platform, to gain access to intent data from third-party websites. This allowed them to understand what topics their accounts were researching. They used this data to segment intent-based audiences in 6sense and create targeted Drift playbooks. They also tailored their messaging to reflect where the buyer was in their journey, offering a better buying experience by using keyword data from 6sense to customize the homepage bot based on visitor information.

Operational Impact

The integration of Drift and 6sense into Qualtrics' ABM programs has yielded significant results. The first test run with the Drift x 6sense integration was highly successful, leading to a deeper integration of the two into their ABM programs. The team was able to offer targeted playbooks based on specific product intent, leading to a higher conversation to opportunity rate. They also improved the buying experience by using keyword data from 6sense to customize the homepage bot based on visitor information, reducing the number of touch points required to find the right product fit. Despite targeting a smaller audience with their 6sense segmented playbooks, the results showed a significant increase in email capture rate and conversion of visitors into opportunities.

Quantitative Benefit