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CASE STUDY

How DYCMarketing Revamped ABM with 6sense to Drive Sales & Marketing Alignment

A high-tech company using 6sense struggled with ABM execution due to sales-marketing misalignment and inefficient segmentation. DYCMarketing secured sales buy-in, restructured their 6sense setup, and optimized campaign execution. The result? Stronger collaboration, improved targeting, and more efficient marketing spend.

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The Challenge

Why Isn't ABM Working?

A high-tech company serving the financial services sector had been using the 6sense platform for months but wasn’t seeing the expected results. Like many organizations transitioning to ABM, they faced a common challenge—bridging the gap between traditional inbound marketing and a data-driven, account-based approach. Their marketing efforts relied heavily on inbound tactics, with cost per lead ranging between $450–$800 and a conversion rate from MQL to SQL of less than 3%.

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When we first engaged with their team, we asked about their collaboration with sales and their sales model. Their hesitation in answering highlighted a key opportunity: before optimizing ABM execution, we needed to strengthen ABM education and cross-functional alignment. By fostering collaboration between marketing and sales, we could ensure ABM would work as a revenue driver rather than just another marketing initiative.

The Turning Point

A Sales-First Breakthrough

We secured a meeting with the VP of Sales for the Northeast region, during which we mapped out their sales stages. From there, we requested another meeting to present “ABM for Sales” to the same VP. By the third slide, the VP immediately saw the value and requested his entire team to attend the session. That was our first major win—sales buy-in.

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Marketing buy-in, however, proved to be more challenging. Despite high costs and poor conversion rates, they were reluctant to shift away from their inbound-heavy strategy. Through a series of discussions, we helped them recognize that ABM would not replace inbound but instead enhance its effectiveness by focusing on high-intent accounts.

The Core Issues

What Was Holding Them Back

  • Sales and Marketing Misalignment: No clear collaboration between sales and marketing teams.

  • Incorrect 6sense Setup: Segments were not structured to flow from one stage to the next.

  • Misconception About 1:Few ABM: They believed it meant selecting 20–30 accounts randomly instead of using intent data.

  • Inefficient Lead Generation: High CPL and extremely low MQL-to-SQL conversion rates.

Want to see the full breakdown of how we rebuilt their ABM framework?

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The Solution

Fixing the Foundation for ABM Success

We implemented a six-step process to turn their ABM program into a revenue-generating strategy:

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  1. Build the Bridge Between Sales and Marketing: We established a collaborative framework to align both teams.

  2. Rebuild 6sense Segments to Align with Sales Assignments: Instead of scattered segmentation, we ensured accounts progressed logically based on intent data and sales engagement.

  3. Enhance Sales Enablement: We trained sales teams on how to leverage 6sense intent insights for outreach.

  4. Develop High-Impact Ad and Landing Page Copy: We ensured messaging was tailored for conversion (see our LinkedIn document: Why B2C Writing is Critical for B2B Campaigns).

  5. Create a Seamless Journey Flow: We designed a structured nurture approach for accounts across 1:Many, 1:Few, and 1:1 targeting.

  6. Execute and Optimize: We launched the campaign while continuously refining the approach based on real-time engagement data.

The Results

The Impact of a True ABM Strategy

  • Stronger Sales & Marketing Collaboration: Sales began engaging with marketing on campaign strategy and account prioritization.

  • Revamped 6sense Execution: Proper segmentation and flow enabled marketing to engage high-intent accounts effectively.

  • Optimized Cost Efficiency: By targeting the right accounts, we reduced wasted marketing spend and increased conversion rates.

  • Staying on Track: A rockstar account manager ensured tasks were completed ahead of schedule or right on time, making implementation smooth.

Want to see the full breakdown of how we rebuilt their ABM framework?

Enter your work email below to view the detailed framework, including real campaign examples and results.

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