PTC is a global software company that transforms how companies create, operate, and service products. On a mission to lead the digital transformation of marketing and meet the demands of an ever changing business environment, they were looking for a solution that combined account-intent programs with AI platforms to deliver a industry-leading digital experience that is customer-centric and provides value-led content at each interaction: resulting in pipeline growth.
An organization of their size, structure, and complexity has to be very thoughtful and methodical when it comes to evaluating new technology and it is important for PTC to work with vendors that can keep up with how quickly they, and their competitors, evolve. PTC has a strong marketing ops team with a ‘data-driven everything’ mentality and when it came to putting new tech into place, the PTC team put a tremendous amount of diligence into their research, going through evaluation processes with numerous vendors over the course of several months.
Today PTC is “Printing Pipeline” with their ROI Engine
After careful consideration, PTC chose to simultaneously sign contracts with 6sense, Drift, and People.ai. The combination of these three solutions empower the PTC sales and marketing teams and allows them to be smarter and faster in their outreach—and also to best deliver value with every single interaction. With their complete end-to-end solution up and running at full speed, they are successfully “printing pipeline”, as Mariana Cogan, SVP of Digital Marketing Strategy & Operations at PTC, has coined their engine.
Each of these platforms provides its own set of strengths to complete what PTC calls the ‘ROI Engine’, with ROI representing revenue, orchestration, and intelligence.
PTC’s journey with 6sense has been a sprint from the beginning, coming right out of the gate with multiple successes in a short amount of time. Within five months, they proved the value of 6sense and smashed their pipeline goals by developing an aggressive rollout process, standing up 8+ core use cases, and focused on building trust and alignment across sales and marketing.
There are three use cases in particular that quickly brought the PTC team success and return: identifying the whitespace (net-new accounts), outbound prospecting, and 6QL lead scoring.
Whitespace + Outbound Prospecting
The PTC sales team has an incredibly strong operational process in place across the sales team that involves training on 6sense scores and insights and applying those to daily workflow. With 6sense predictive data, PTC was able to uncover 1200 net-new accounts in the Decision and Purchase buying stages in North America (show high intent, scored 70-100), that did not previously exist in their Salesforce database. These accounts were added to their Salesforce database and were being called on by the BDR team right away, and multiple opportunities opened in the weeks to follow!
6sense has now been rolled out to their sales teams in EMEA and APAC, with reps and BDRs heavily utilizing the sales alerts that provide them with daily and weekly updates on their surging accounts.
Their training process involves standardizing their approach and applying operational rigor at scale. PTC uses Salesloft and customized cadences, and they have been incredibly successful with customizing cadences by account industry. With Salesforce dashboards that incorporate 6sense data, reps can go into their patch each day and review accounts by industry, account activities, decision or purchase buying stage, and more. This has taken their prioritization to the next level, and enhanced their ability to personalize outreach in a way that’s scalable.
The sales team has implemented “power hours” 2x each week where every BDR hits the phone for 90 straight minutes, calling down an account list that they have prepared in advance by researching accounts’ intent and profile scores, and what their recent activity has been on the web.
Sales + Marketing Alignment
6sense has provided improved visibility and greater collaboration across the sales and marketing teams. Brenda Souto, SDR Manager, shares: “With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging.” Marketing supports these efforts by providing air cover against the contacts sales is going after.
With a solid operational marketing and outbound method in place, PTC has continued to see great success through their prospecting efforts. Within four months of rolling out 6sense data to sales (in November 2019), PTC generated millions of dollars in pipeline from new accounts and new opps created from their outbound prospecting efforts.
6QL Lead Scoring
After the initial phase of the 6sense sales rollout, PTC incorporated 6sense predictive lead scoring to augment their existing lead scoring process. Prior to 6sense, the marketing team utilized traditional lead scoring models which performed similar to other MAPs — they recognized a strong fit, and if there was engagement at the appropriate level those MQLs were passed along. 6sense allows them to manage far beyond individual leads and now know if an account as an entire entity is actually showing the right signals of high intent and ready for sales outreach. In other words: They can now see if an account is in-market.
Traditional lead scoring prioritizes individuals based on their single profile, individual activity, and own level of engagement. Lead scoring with 6sense allows PTC to prioritize leads where the entire buying committee (upwards of 9-10 individuals) on the account is displaying the right pattern of engagement.
The adoption of predictive lead scoring brought in 1,000 6QLs within the first 2-3 months, most of which would not have been passed along to sales via traditional lead scoring methods. This collective addition resulted in $1M of net-new pipeline that could have been largely (or completely) missed without incorporating the 6QL methodology!
Revving the ROI Engine
It’s no doubt that PTC has built a phenomenal process with a powerful tech stack that drives revenue through intelligence and orchestration. This is how the phrase “ROI Engine” was born, and today this combination of 6sense, Drift, and People.ai has empowered the marketing and sales teams to scale and grow their pipeline exponentially in less than 12 months.
After years of research across all of their options, PTC landed on the triple threat composition of their ROI Engine. Each platform brings a unique value to the table, but PTC strongly believes in the synergy across these three technologies and the power of these three tech partners together:
- 6sense identifies their VIP accounts’ and their activities, while also uncovering high intent whitespace accounts they need to be engaging with.
- Drift, their conversational marketing platform, allows direct engagement to their B2B buyers through their chatbot, creating the right connections at the right time.
- People.ai seamlessly integrates the sales team’s outreach and activities into PTC’s CRM, showcasing an ideal, proven pathway of what’s working, enabling them to assess deal health and leverage best practices for future efforts.
Saima Rashid, VP of Field Analytics & Insights, explains, “It’s the combination of these three technologies that allows us to be smarter and faster in how we’re talking to people and who we’re talking to, and also allows us to deliver value at every interaction that we’re having.”
Here are a few examples PTC shared that highlight the ROI engine in action, and the partner synergy at play:
- 6sense highlighted a particular pharmaceutical company as in-market, and the PTC SDRs began their outreach, identifying eight contacts to which they wanted to start prospecting. One of the prospects noticed the outreach and visited the PTC website, where the Drift bot began to engage with them directly and established a connection. An opportunity was created within days, and People.ai captured and surfaced all deal data and activity as it progressed, providing key insights to the team as to the health of the deal based on previous best practices.
- Another instance of combining the power of these technologies started with a prospect coming to the PTC website and chatting with the Drift bot. Within five minutes, a demo was scheduled. While chatting with the prospect, the PTC rep went into 6sense to find that the account was in the purchase stage, identified the keywords being researched, and noticed there had been 25 anonymous website visits in the previous week. That insight allowed them to tailor their outreach and positioning accordingly. Along the way, People.ai continued to track how the deal was progressing, highlighting risks and health for full visibility across sales and marketing. The data and insights are not only extremely powerful, but also are being used to connect and engage with prospects in the right way, at scale.
Deep Insights, Real Results
The PTC team also uses the combination of technologies to proactively inspect their existing pipeline. They’ve created a dashboard of deals slated to close within the quarter, and they overlay 6sense and People.ai data to see how many accounts are showing active signals and are in the Decision/Purchase buying stages. Alongside this, the team is able to leverage People.ai historical data from previous deals to assess overall deal health (i.e., how many externally engaged contacts they needed in previously successful deals, how many activities on average there are for previous closed-won deals, how many meetings need to take place and at what point, etc.). With all of this information, PTC builds an opportunity health score report that their sales leaders review on a regular basis and use to determine whether their sales reps are focused on the right accounts.
The combination of 6sense, Drift, and People.ai has completely changed the way the PTC team looks at net-new business as well as their existing pipeline. The power of the data — combined with the whole revenue team working from a single source of truth — has driven tremendous business results for PTC and they can’t wait for what’s next!