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6sense > Case Studies > hireEZ Boosts Open Opportunities by 40% with 6sense ABM Implementation

hireEZ Boosts Open Opportunities by 40% with 6sense ABM Implementation

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Oil & Gas

Applicable Functions

Product Research & Development
Sales & Marketing

Services

System Integration

The Challenge

hireEZ, an AI-powered recruitment software company, was facing a significant challenge in their go-to-market strategy. The team was making decisions based on what Senior Growth Manager, Vu Thai, referred to as 'fuzzy data.' The company was investing heavily in ad campaigns and sponsored events, but lacked the necessary tracking to understand how these campaigns resonated with potential buyers. While they were not losing money on paid ads, the return on investment was low. Furthermore, there was a lack of alignment between the marketing and sales teams. hireEZ needed a solution that would provide actionable insights to target their ideal customer profiles (ICPs), clarify customer profile data, and align their marketing and sales teams.

About The Customer

hireEZ, formerly known as Hiretual, is an AI-powered recruitment software company. Their mission is to simplify outbound recruiting by enabling recruiters to proactively bring jobs to people through intelligent sourcing, engagement, analysis, and integration on existing platforms. The company was facing challenges with their go-to-market strategy, making decisions based on unclear data and lacking alignment between their marketing and sales teams. Vu Thai, a former full-stack developer, joined the hireEZ team as the Senior Growth Manager in 2021, bringing a data-driven mindset to the team.

The Solution

hireEZ implemented 6sense, an account-based marketing (ABM) platform, to address their challenges. The first step in their new ABM strategy involved getting to know their customers using 6sense segments. Additionally, 6sense keywords showed hireEZ which pain points were trending, enabling their revenue team to conduct the right outreach with the right message at the right time. This deepened their understanding of their ICP and customer’s buying journey. Initially, hireEZ’s marketing team primarily leveraged 6sense, but the company expanded adoption to further align teams. hireEZ adopted a Product Oriented Delivery (POD) model, using 6sense data as a guide. A team including a marketer, sales development representative (SDR), and account executive (AE) collaborated on a set list of accounts and related strategies.

Operational Impact

The implementation of 6sense transformed hireEZ's revenue system in less than two years. Account-based marketing (ABM) was a new concept for hireEZ when Vu Thai joined the team, but 6sense made it easy for the team to adopt an account-based mindset. The results were significant, with a 40% increase in open opportunities, a 19% decrease in sales cycle length, and a 17% increase in inbound pipeline contribution. Moreover, 6sense empowered hireEZ’s sales and marketing team members to work more collaboratively. The company plans to continue optimizing their ABM strategies with a unified mindset.

Quantitative Benefit