6sense > Case Studies > Zendesk Enhances BDR Performance and Boosts Opportunities with 6sense Insights

Zendesk Enhances BDR Performance and Boosts Opportunities with 6sense Insights

Technology Category

Cybersecurity & Privacy - Identity & Authentication Management
Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Electrical Grids

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Supply Chain Visibility
Visual Quality Detection

Services

Testing & Certification

About The Customer

Zendesk is a global company that revolutionized customer experience in 2007 by enabling businesses worldwide to take their customer service online. Today, Zendesk powers billions of conversations, connecting over 100,000 brands with hundreds of millions of customers. As a champion of great service everywhere for everyone, Zendesk has been leading the way in providing customer engagement solutions to companies across the globe. As the company began to target higher-level accounts, it sought to empower its business development representatives (BDRs) and increase opportunity creation from MQLs globally.

The Challenge

As Zendesk aimed to target higher-level accounts in enterprise companies, it faced a significant challenge. The company realized that leads were becoming less relevant in larger B2B purchases, where sales teams had to engage with larger buying committees comprising individuals with varying levels of interest and knowledge. Zendesk needed a solution that would allow them to focus on accounts that would be most receptive to their outreach. They required an account-level view as they moved upmarket and sought to empower their business development representatives (BDRs) to succeed and contribute more effectively.

The Solution

To improve the quality of the accounts passed to its BDRs, Zendesk turned to 6sense. The team decided to only pass along leads identified by 6sense as high intent, meaning they were in either the Decision or Purchase stages of the buying journey. This strategy reduced the number of records the BDRs would work with but significantly increased their quality. Furthermore, Zendesk used 6sense to identify which keywords their accounts were searching for and what websites they were visiting. This information was used to escalate account priority and personalize messaging and outreach. The personalized messaging and timely approach resonated with potential customers, accelerating the sales process. 6sense also played a crucial role in implementing an account-based approach, helping Zendesk identify buying teams and engaged personas.

Operational Impact

The use of 6sense insights led to immediate results for Zendesk. The personalized messaging and timely approach resonated with potential customers, accelerating the sales process. The account-based approach, as opposed to a lead-based approach, proved to be essential as Zendesk moved upmarket and targeted enterprise accounts. BDRs who embraced 6sense saw significant success, sharing best practices and attributing their strategic planning to the guidance that 6sense provides. BDR managers also heavily relied on 6sense to fuel their teams' success. The tool helped identify high-scoring accounts that were not on the radar of the BDRs or the marketing team, thereby improving prioritization. The use of 6sense also elevated the conversations between BDRs and account executives (AEs), allowing them to identify top priority accounts and understand the reasons behind their prioritization.

Quantitative Benefit