6sense > Case Studies > Code42’s Transformation: From MQLs to Opportunities with ABX

Code42’s Transformation: From MQLs to Opportunities with ABX

Technology Category

Cybersecurity & Privacy - Intrusion Detection

Applicable Industries

Oil & Gas

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Cybersecurity
Theft Detection

Services

Cybersecurity Services

About The Customer

Code42 is a leader in Insider Risk Management (IRM), offering end-to-end data loss detection and response solutions. Their product, Code42 Incydr, is native to the cloud and rapidly detects data exposure, loss, leak, and theft as well as speeds incident response – all without lengthy deployments, complex policy management or blocking employee productivity. Based in Minneapolis, Code42 is a cybersecurity software company that offers solutions for stopping insider data leaks and IP theft. The company has more than 50,000 client organizations.

The Challenge

Code42, a cybersecurity software company, was facing several challenges in generating leads and demand. They had no way of knowing which accounts were in-market and struggled to identify the effectiveness of their display ads. The audience for their LinkedIn display ad audiences based on form-fills was too small to generate a meaningful pipeline impact. The revenue team was dealing with too many leads that didn’t progress down the funnel. Only 2% to 3% of website visitors, the ones filling out forms, were receiving personalized marketing content. The company needed a solution that would help them identify opportunities, not just leads, and build a company culture that broke down silos between marketing and sales.

The Solution

Code42 implemented 6sense with an account-based experience (ABX) pilot. Their main goal was to align sales, marketing, and extended teams to work together closely to send a unified message to accounts. They shifted to an account-based approach, focusing on opportunities and pipeline, not just form-fills. They encouraged usage by sharing a leaderboard showing which business development representatives (BDRs) were using 6sense dashboards the most. They also used a collaborative approach by sharing data and using it to repeat wins, and celebrating every win, small and large, to boost buy-in and morale. The team launched integrated marketing campaigns, including one driven by 6sense’s AI-identification of the most valuable prospects based on their Dark Funnel behavior. These 6sense Qualified Accounts (6QAs) received video ads on LinkedIn and invitations to join a customer roundtable.

Operational Impact

With the implementation of 6sense, Code42 was able to reach accounts earlier in their buying journeys. They could then use 6sense engagement metrics, such as content consumption and account progression, to personalize content and messaging. The ability to understand account engagement long before a form-fill has helped Code42 refocus marketing efforts. Form-fills only tell what’s happening at the bottom of the funnel. Seventy percent of the decision to buy typically happens before a customer ever fills out a form — at which point they are very close to making a purchase decision. 6sense’s data allowed Code42 to get in front of customers earlier in their research process, watch account engagement with 6sense grow, and tie that engagement to specific marketing efforts.

Quantitative Benefit