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6sense > Case Studies > Revamping RepTrak's Marketing Strategy with 6sense: A Case Study

Revamping RepTrak's Marketing Strategy with 6sense: A Case Study

Technology Category

Analytics & Modeling - Machine Learning
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Oil & Gas

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Leasing Finance Automation
Smart Contracts

Services

Data Science Services

The Challenge

RepTrak, a leading reputation data and insights company, was facing a significant challenge with its marketing efforts. The company had been relying on outdated tactics, a subpar tech stack, and unreliable data. The marketing qualified lead (MQL) was the primary focus, and an MQL was anyone who showed any kind of engagement. However, the sales team was struggling to convert these leads, leading to a lack of trust in the marketing department. RepTrak's VP of Global Marketing, Ali Jawin, was told by CEOs and board members that they viewed marketing as 'dark magic,' where they invested money without understanding where it was going. The company needed to change its approach to regain respect and trust, and to increase pipeline, deal value, and revenue.

About The Customer

RepTrak is the world’s leading reputation data and insights company. They provide the only global platform for data-driven insights on Reputation, Brand, and ESG. Their proprietary RepTrak® model is the global standard for measuring and analyzing the sentiment of the world using proven data science models and machine learning techniques across industries and geographies. RepTrak offers the only global platform for data-driven insights on reputation, brand, and ESG (environmental, social, and governance). The company was facing challenges with its marketing strategy, which was relying on outdated tactics and unreliable data, leading to a lack of trust in the marketing department and difficulty in converting leads.

The Solution

To address these challenges, RepTrak brought in 6sense, a comprehensive account-based marketing platform. The first step was to apply 6sense's approach to their paid media strategy, which resulted in a 96% decrease in ad costs and a 46% increase in engagement. They also used 6sense to target the segments where they could provide the most benefit, tripling their pipeline on LinkedIn. In the first six months of using 6sense, RepTrak exceeded their pipeline quota, reduced their sales cycle, and increased their total contract value. The success of the 6sense approach led to its adoption by the sales team as well. However, a legacy campaign in Q2 led to a temporary setback, as it resulted in a large number of leads in the awareness stage who were not ready to buy. The team quickly pivoted back to the 6sense approach, salvaging the quarter and ending the first half of the year with 107% of their revenue goal and 100.3% of their pipeline goal.

Operational Impact

The implementation of 6sense had a transformative effect on RepTrak's marketing strategy. The insights provided by 6sense allowed the company to meet customers where they were and provide them with the information they cared about. This approach led to a significant increase in engagement and a decrease in ad costs. The sales cycle was reduced, and the total contract value increased. The success of the 6sense approach also led to its adoption by the sales team, further enhancing its effectiveness. Despite a temporary setback due to a legacy campaign, the team was able to pivot back to the 6sense approach and exceed their revenue and pipeline goals for the first half of the year. More importantly, the use of 6sense helped restore trust in the marketing team and their ability to drive revenue strategically and meaningfully.

Quantitative Benefit