Case Studies > Qualtrics Boosts Growth and Efficiency with 6sense

Qualtrics Boosts Growth and Efficiency with 6sense

Technology Category

Application Infrastructure & Middleware - Database Management & Storage
Infrastructure as a Service (IaaS) - Cloud Databases

Applicable Industries

Buildings
Oil & Gas

Applicable Functions

Product Research & Development
Sales & Marketing

Use Cases

Building Automation & Control
Inventory Management

Services

Training

About The Customer

Qualtrics is a leading experience management platform that has been in operation for over 20 years. Founded by Ryan Smith and his father, Scott, the company started as an easy-to-use online survey tool for businesses and universities. Today, with 5,000 employees and 16,000 customers, Qualtrics’ signature Experience Management (XM) platform is the No. 1 solution to enhance customer, employee, product, and brand experiences. Between 2018 and 2021, Qualtrics was acquired by multinational software corporation SAP, became a publicly traded company, and exceeded $1 billion in revenue. The company is known for its continuous scaling and finding efficiencies.

The Challenge

Qualtrics, a leading experience management platform, has experienced exponential growth over the past two decades. With 5,000 employees and 16,000 customers, the company has become a go-to solution for enhancing customer, employee, product, and brand experiences. However, with this growth came challenges. To continue expanding their customer base with high-impact accounts, Qualtrics needed to use targeted and reproducible approaches. The company was looking for ways to eliminate guesswork and confidently engage the right accounts at the right time. In 2019, they turned to 6sense to scale up. The challenge was to optimize their LinkedIn advertising strategy, suppress weak accounts, and incubate stronger ones.

The Solution

Qualtrics implemented several strategies with 6sense to address their challenges. They used keyword intent data to focus on specific concerns of target accounts and predictive models to identify ideal customer profiles for multiple product lines. The 6sense API was used on their website to tie anonymous research to specific accounts and for website personalization. Contact enrichment was used to quickly identify key decision-makers within high-intent accounts. Personalized LinkedIn ads were created based on 6sense keyword research and buying stage data. Targeted sales outreach was conducted to 6sense Qualified Accounts (6QAs), considered in-market and an ideal fit. Weak fit suppression models were used to improve efficiency on the most profitable channels. 6sense-led Sales team training was conducted to empower the team to get the most out of the new tools.

Operational Impact

The implementation of 6sense solutions had a significant impact on Qualtrics' operations. The optimized LinkedIn advertising strategy was one of the biggest wins for the company. By focusing their U.S. LinkedIn ad spending strictly on “moderate” and “strong” accounts, they were able to strategically target the accounts with LinkedIn feed ads containing lead forms, LinkedIn InMails, and LinkedIn display ads. This resulted in a significant improvement in conversion of campaign members to opportunities and average opportunity value, as well as a reduction in cost per opportunity. The success of this strategy has led to its extension to additional regions and specific verticals. Furthermore, the sales team enablement capabilities of 6sense resulted in account executives generating more pipeline. The company plans to continue growing by building on the LinkedIn advertising strategy to expand to other channels, increasing sales adoption, and using 6sense to generate omnichannel personalization for target accounts.

Quantitative Benefit