Empowering HR Processes: Kazoo's Growth Fueled by 6sense and Bombora

• Platform as a Service (PaaS) - Application Development Platforms

• Human Resources
• Procurement

• Testing & Certification

Kazoo, now known as Worktango, was facing a significant challenge in the competitive HR platform space. The company had traditionally relied on a 'tonnage' lead-generation approach, which involved collecting email addresses through form-fill gates, sending numerous nurture emails, and making extensive outbound calls. However, this approach was not yielding the desired growth. The company needed to shift its strategy to out-market, rather than outspend, its competitors. The incoming CMO, Casey Carey, recognized the need for a more targeted approach, focusing on buyers early in their journey and on accounts that were the right fit for Kazoo's platform. To achieve this, Kazoo needed intent data to understand buying stages and areas of interest, ensuring that its sales and marketing teams were maximizing their efforts.

Worktango, formerly known as Kazoo, offers a holistic Employee Experience Platform designed for the modern workplace. The platform enables meaningful recognition and rewards, provides actionable insights through employee surveys, and supports alignment through goal setting and feedback. Kazoo's platform transforms the approach to human resources by fully empowering employees and managers to drive key HR processes. With Kazoo, employees have a central, single source for feedback, goals, performance discussions, check-ins, and more. The company's goal is to out-market its competition in the HR platform space, rather than outspend them.

Kazoo turned to B2B intent data provider Bombora, which could evaluate and detect surges in potential customers' level of interest. Combining Bombora data with Kazoo's own first-party data, a rules-based model was created to predict buying stages. This approach resulted in a nearly 3x improvement in engagement, including reply and contact rates. However, the team soon realized they lacked the bandwidth to fully utilize the data. This led them to 6sense, a solution that used lookalike functionality to uncover new accounts similar to successful ones. The combination of 6sense and Bombora resulted in significant returns, uncovering 25% more in-market businesses and an 8% lift in buying stage model performance. The new model accurately predicted accounts most likely to convert to revenue, with 77% of opportunities created being identified by 6sense as being in Decision and Purchase stages.

• The combined use of 6sense and Bombora transformed Kazoo's sales and marketing approach, ensuring that the company targeted in-market accounts in the right industries with the highest propensity to buy. This data-driven approach resulted in significant gains within 18 months. The company saw an increase in domain authority, a surge in organic traffic, and a significant increase in brand surge. The quality of Marketing Qualified Leads (MQLs) also improved, with a significant reduction in disqualified MQLs and an improved MQL-to-win rate. The partnership between 6sense and Bombora also allowed Kazoo to create dynamic audience segments for their account-based strategies, refine their predictive models, and provide additional intent data points to sellers.

• Uncovered 25% more in-market businesses
• Netted an 8% lift in buying stage model performance
• Identified 77% of opportunities in Buying and Decision stages