Zendesk Enhances BDR Performance and Boosts Opportunities with 6sense Insights
Technology Category
- Cybersecurity & Privacy - Identity & Authentication Management
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Electrical Grids
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Supply Chain Visibility
- Visual Quality Detection
Services
- Testing & Certification
About The Customer
Zendesk is a global company that revolutionized customer experience in 2007 by enabling businesses worldwide to take their customer service online. Today, Zendesk powers billions of conversations, connecting over 100,000 brands with hundreds of millions of customers. As a champion of great service everywhere for everyone, Zendesk has been leading the way in providing customer engagement solutions to companies across the globe. As the company began to target higher-level accounts, it sought to empower its business development representatives (BDRs) and increase opportunity creation from MQLs globally.
The Challenge
As Zendesk aimed to target higher-level accounts in enterprise companies, it faced a significant challenge. The company realized that leads were becoming less relevant in larger B2B purchases, where sales teams had to engage with larger buying committees comprising individuals with varying levels of interest and knowledge. Zendesk needed a solution that would allow them to focus on accounts that would be most receptive to their outreach. They required an account-level view as they moved upmarket and sought to empower their business development representatives (BDRs) to succeed and contribute more effectively.
The Solution
To improve the quality of the accounts passed to its BDRs, Zendesk turned to 6sense. The team decided to only pass along leads identified by 6sense as high intent, meaning they were in either the Decision or Purchase stages of the buying journey. This strategy reduced the number of records the BDRs would work with but significantly increased their quality. Furthermore, Zendesk used 6sense to identify which keywords their accounts were searching for and what websites they were visiting. This information was used to escalate account priority and personalize messaging and outreach. The personalized messaging and timely approach resonated with potential customers, accelerating the sales process. 6sense also played a crucial role in implementing an account-based approach, helping Zendesk identify buying teams and engaged personas.
Operational Impact
Quantitative Benefit
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