Case Studies > How PGi’s Full Funnel Demand Intelligence Activation Strategy Boosted Win Rates, Deal Sizes and Pipeline Velocity

How PGi’s Full Funnel Demand Intelligence Activation Strategy Boosted Win Rates, Deal Sizes and Pipeline Velocity

Customer Company Size

Large Corporate

Country

United States

Product

6sense

Tech Stack

AI
Big Data

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Productivity Improvements
Revenue Growth

Technology Category

Analytics & Modeling - Predictive Analytics
Platform as a Service (PaaS) - Data Management Platforms

Applicable Industries

Professional Service
Software

Applicable Functions

Business Operation
Sales & Marketing

Services

Data Science Services
System Integration

About The Customer

PGi is the world’s largest dedicated provider of collaboration software and services. The company offers expansive audio, video, and web conferencing tools that have facilitated the collaboration needs of more than 50,000 customers globally, including 75 percent of the Fortune 100. PGi's purpose-built, carrier-grade collaboration solutions are designed to facilitate smarter work in the constantly evolving enterprise landscape and empower the global, mobile workforce of today.

The Challenge

PGi faced a highly competitive landscape with both established legacy players and nimble upstarts. The company needed to evolve its marketing strategy from traditional demand generation to an account-based (ABM) approach to improve win rates, increase deal sizes, and accelerate pipeline velocity. The core challenge was to reach the right buyers at the right time, especially in a crowded market where timing and prioritization were crucial. PGi needed a sophisticated data-driven approach to prioritize which accounts to target from thousands of potential accounts in their CRM.

The Solution

PGi partnered with 6sense, an industry-leading AI and big data-powered intelligent marketing cloud, to provide the data-driven insights needed to identify target accounts. 6sense's platform uses powerful data science and billions of time-sensitive intent interactions to pinpoint net-new, in-market prospects. This allowed PGi to predict who would buy what products and when, as well as where they were in the buyer’s journey. With 6sense’s help, PGi deployed a full funnel activation strategy and rolled out outbound prospecting with its Lead Development team. This enabled them to identify active in-market buyers, reach them at the right time, and measure success across the organization. The early successes led to the global rollout of 6sense scores to the entire sales organization.

Operational Impact

PGi experienced a significant improvement in sales and marketing alignment, with the sales team becoming hyper-alert during the marketing-to-sales handoff due to the quality of leads provided.
The company gained unprecedented intelligence about their buyers and their behaviors, leading to more focused, effective, and smarter marketing efforts.
Data-driven decision-making built on 6sense's predictive intelligence platform optimized PGi's marketing and sales efforts, increasing the speed of identifying, winning, and rebooking business.
The partnership with 6sense took the guesswork out of ABM, allowing PGi to prioritize accounts with the greatest potential to buy, making the investment in engaging those accounts more efficient.

Quantitative Benefit