Case Studies > FARO Technologies' Engagement Soars with 6sense: A Case Study

FARO Technologies' Engagement Soars with 6sense: A Case Study

Technology Category
  • Networks & Connectivity - 5G
Applicable Industries
  • Cement
  • Construction & Infrastructure
Applicable Functions
  • Maintenance
  • Sales & Marketing
Use Cases
  • Time Sensitive Networking
  • Virtual Prototyping & Product Testing
About The Customer
FARO Technologies, Inc., is a global leader in 3D measurement, imaging, and realization solutions. For over 40 years, FARO has been a pioneer in #RealityCapture, bridging the digital and physical worlds. The company serves the 3D Metrology, AEC (Architecture, Engineering & Construction), O&M (Operations & Maintenance), and Public Safety Analytics markets. FARO helps manufacturers eliminate costly errors, builders construct astonishing projects, and law enforcement establish better cases. Despite its success, the company had become too product-centric, leading to a disjointed customer experience and communication strategy.
The Challenge
FARO Technologies, a global leader in 3D measurement, imaging, and realization solutions, was facing a significant challenge. Despite its success over 40 years, the company had become too product-centric, with a heavy focus on selling hardware products and not enough emphasis on customer experience. This resulted in a disjointed communication strategy, with customers receiving irrelevant emails and multiple sales reps contacting the same organization. Furthermore, the marketing team was focused on generating large quantities of new leads, often through purchased lists, rather than engaging with genuinely interested accounts. This approach resulted in less than 0.78% of marketing-qualified leads resulting in a sale. Despite 70% of FARO's business coming from repeat customers, 80% of their customers hadn't purchased from them in the past two years. The root of these problems was a lack of an account-level view of existing and potential customers, despite having 22 technologies at their disposal.
The Solution
A new leadership team at FARO decided to reposition the company from a product-centric to a customer-centric solutions provider. They began by deciding which existing technologies to keep and how to integrate data across these tools to create a more holistic view of prospects and customers. They then identified the capabilities they needed to leverage their large existing customer base and implement a new go-to-market strategy. 6sense was chosen as the tool to help achieve this. FARO started using 6sense to transform their digital advertising strategy. With 6sense’s intent data and predictions, FARO was able to more accurately target key accounts that were identified as in-market with the right messaging at the right time. This new, targeted approach resulted in a significant increase in engagement. Customers began visiting pages relevant to their current moment in their buying journeys, indicating a more meaningful engagement.
Operational Impact
  • The implementation of 6sense transformed FARO's digital advertising strategy and significantly improved their customer engagement. The tool allowed FARO to accurately target key accounts with the right messaging at the right time, leading to a 5.32x lift in account engagement within the first month. Furthermore, 101 new accounts were engaged during the same period. The engagement was more meaningful, with customers visiting pages relevant to their current moment in their buying journeys. This indicated that the new approach was more relevant and useful to the customer, addressing one of the main challenges FARO had been facing. The results also improved alignment across the revenue team and top leadership, setting a smarter new course for their revenue team.
Quantitative Benefit
  • 5.32x lift in account engagement in 30 days
  • 101 new accounts engaged in the same period
  • Significant increase in meaningful customer engagement

Case Study missing?

Start adding your own!

Register with your work email and create a new case study profile for your business.

Add New Record

Related Case Studies.

Contact us

Let's talk!
* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that Asia Growth Partners may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from Asia Growth Partners.
Submit

Thank you for your message!
We will contact you soon.