6sense > Case Studies > Reviving Lost Accounts: Clari's Success with 6sense Display Ads

Reviving Lost Accounts: Clari's Success with 6sense Display Ads

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Oil & Gas

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Smart Campus
Time Sensitive Networking

About The Customer

Clari is a provider of a Revenue Platform that enhances efficiency, predictability, and growth across the entire revenue process. The platform offers revenue teams complete visibility into their business, enabling them to drive process rigor, identify risk and opportunity in the pipeline, increase forecast accuracy, and boost overall efficiency. Clari's execution insights are used by thousands of sales, marketing, and customer success teams at leading companies, including Okta, Adobe, Workday, Zoom, and Finastra, to make their revenue process more connected, efficient, and predictable.

The Challenge

Clari, a revenue platform provider, was facing challenges in reviving closed-lost accounts. The company was already using 6sense, but their revenue team was not leveraging the platform to its full potential. They were using a 'spray and pray' go-to-market strategy, targeting any big brand that came to mind, rather than focusing on logos expressing genuine buying intent. Additionally, the results they were seeing from LinkedIn Advertising had hit a plateau. The team was running multiple campaigns simultaneously, which led to oversaturation of the target audience. The challenge was to optimize the use of 6sense data and capabilities to revive the closed-lost accounts and generate new opportunities.

The Solution

Clari's solution was to implement a 'Wake the Dead' strategy using 6sense display ads. The company reviewed a year's worth of closed-lost opportunities, looking for specific criteria such as failure to launch, meeting no-shows, bad timing, executive turnover, and budget restrictions. To revive these accounts, Clari aligned revenue development managers and account executives, agreed on messaging and assets, and launched display ads using 6sense. These ads targeted senior-level personas and directed them to curated landing pages powered by Folloze, a buyer experience platform. Once accounts reached Clari’s website, the team of revenue development representatives received buying signals and targeted the proper accounts to generate new opportunities.

Operational Impact

The implementation of the 'Wake the Dead' strategy using 6sense display ads led to significant operational improvements for Clari. The revenue team transitioned from making educated guesses to knowing exactly who to target and how. The strategy also led to a cultural shift within the company, with increased internal adoption of 6sense. By Q1 of the fiscal year 2024, 43% of meetings booked came from 6sense purchase and decision accounts. This indicates a more strategic and effective use of the platform, leading to more successful targeting and engagement of potential customers.

Quantitative Benefit

Achieved eight meetings booked out of a goal of six
Secured five qualified meetings worth over $1.1M in pipeline
6sense Display Ads reached all 42 targeted accounts with a 79% account click-through rate