6sense > Case Studies > Zywave's Data Hygiene Transformation: Doubling Opportunities with 6sense

Zywave's Data Hygiene Transformation: Doubling Opportunities with 6sense

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Technology Category
  • Application Infrastructure & Middleware - Database Management & Storage
  • Infrastructure as a Service (IaaS) - Cloud Databases
Applicable Industries
  • Finance & Insurance
Applicable Functions
  • Sales & Marketing
Use Cases
  • Usage-Based Insurance
About The Customer
Zywave is a leading player in the insurance tech industry, offering a broad portfolio of cloud-based sales management, client delivery, content, and analytics solutions. Founded in 1995, the company has grown significantly, partnering with over 15,000 customers in more than 10 countries. Over the past four years, Zywave has expanded its reach through the acquisition of nine companies. Despite its success, Zywave faced challenges with data hygiene due to its outdated customer database and rapid M&A activity, which led to inconsistencies and obsolete data.
The Challenge
Zywave, a leading provider of software for insurance agencies, faced a significant challenge in 2022. The company's 25-year-old customer database was riddled with inconsistencies and obsolete data, a problem that was exacerbated by rapid M&A activity over the past few years. This resulted in a 'dirty' database that hindered CRM hygiene. Additionally, Zywave had multiple Ideal Customer Profiles (ICPs) due to its wide range of solutions, making it difficult to personalize marketing efforts. The company also faced issues with missing website links in Salesforce for over 2,000 active accounts, which were crucial for 6sense intent data. These accounts were assigned to sales representatives, but the lack of accurate data affected the effectiveness of their account-based marketing (ABM) strategy.
The Solution
To address these challenges, Zywave partnered with 6sense. The first step was to clean up the database. Zywave updated mismarked opportunities, re-categorized individual insurance brokers, and added missing links to their Salesforce instances. Using 6sense Orchestrations and segments, they created segments where individual brokers were listed under national insurance chains. Once accounts lacking website information or small brokers were identified, Zywave was able to fully leverage 6sense's targeted advertising potential. 6sense's alert capabilities also played a crucial role, updating sellers on account activity through various channels. These alerts informed sales representatives when buyers were engaging with Zywave's website, filling out forms, attending webinars, or researching competitors' solutions, enabling them to act quickly on sales or upsell opportunities.
Operational Impact
  • The partnership with 6sense not only led to significant quantitative benefits for Zywave but also resulted in a cultural shift within the company. The process of cleaning up the database and optimizing 6sense led to greater team buy-in and opened up more opportunities to leverage 6sense in other areas. The ability to show engagement and funnel movement facilitated better collaboration between the marketing and sales teams. As a result, the company was able to break down silos between these two critical functions, empowering them to become strategic partners and enhancing overall operational efficiency.
Quantitative Benefit
  • 157% increase in average opportunity value
  • 136% increase in average deal value
  • 126% increase in win rates

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