A 6sense and Orum playbook

A common misconception is that outbound sales development is simply spray and pray. Far too many sales leaders believe that increasing activity will increase productivity. The reality is that strategy is essential to success in modern sales development.

While sales leaders of the past may have looked at numbers like cold calls made, emails sent, and discovery meetings booked as success-defining KPIs, hitting revenue goals is now about nuance and strategy. This is especially true as your organization seeks to break into larger enterprise accounts.

Lead quantity will always be important, but lead quality is key, now more than ever. Nurturing accounts begins with the awareness and consideration stages, not just when they’re ready to purchase. Creating sales champions is essential both above and below the decision-making line. Understanding what messaging to use when approaching accounts, depending on where they’re at in the buyer's journey, matters as much as the ability to connect with the right person.

Executing these plays requires a tech stack that empowers sellers with accurate intent data and the ability to act on it. This is why more organizations are using Orum’s AI-powered Live Conversation platform combined with 6sense’s world-class intent data to inform their sequencing, call tasks, and overarching sales strategy.

Account-based marketing (ABM) and intent score can dramatically improve cold call success because they provide context for the call, strengthen value propositions, and help sellers strengthen relationships with prospects along the buyer's journey.

To create his playbook, we went straight to the source. We sat down with David Doloboff, VP of Global Business Development at 6sense. David’s team uses Orum’s platform combined with 6sense’s data to build pipeline and increase revenue. What follows is a step-by-step guide to do the same at your organization.

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About 6sense

6sense is a leading predictive analytics and account-based marketing platform that empowers B2B businesses to identify, prioritize, and engage potential customers. Leveraging advanced AI and machine learning, 6sense provides deep account insights and personalized marketing strategies to drive revenue growth.

Integrating seamlessly with CRM and SEP systems, 6sense helps sales and marketing teams optimize their efforts, enhance pipeline management, and achieve exceptional results. Discover how 6sense's innovative technology can transform your approach to B2B marketing and accelerate your path to revenue.

About Orum

Orum is an AI-powered live conversation platform designed to revolutionize sales engagement by automating the most time-consuming tasks and enabling sales teams to focus on what they do best—selling.  By leveraging advanced artificial intelligence and machine learning, Orum helps sales reps connect with more prospects, streamline outbound calling, and enhance productivity.

With seamless integration into existing CRMs and sales engagement platforms, Orum provides robust analytics, real-time coaching, and a virtual sales floor experience that boosts team morale and performance. Discover how Orum's innovative technology can transform your sales operations and drive revenue growth.

Using 6sense Intent data to drive outreach topics

An important mindset shift must occur when using 6sense intent data to build out your Orum call tasks. That shift is directly related to conversations between the rep and the prospect.

Sellers are used to overcoming objections with the goal of booking a meeting. This playbook is about account-wide relationship building, so depending on what intent stage they're currently at and the persona you’re targeting, you may be reaching out to invite them to a webinar, highlight a piece of content from a previous email sequence, or simply to learn more about their organizational process to lay the groundwork for future conversations with decision-makers.

David shared that the 6sense team uses AI to write email copy for any prospect with a title of Director and below, while their sellers are customizing the copy for decision-makers and executives.

“We use a combination of AI and human sales to reach more contacts at an account. Our BDRs focus on booking meetings with the above-the-line prospects, but that's also great when our AI drives a meeting with the other contacts. We use those meetings to better understand executive priorities, so we have a better chance of converting when we reach out.”

Building Orum call lists using CRM intent data

Orum’s direct integration with CRMs like Salesforce enables your organization to build out call lists using specific intent data.

David recommends creating a report that filters contacts and accounts based on intent score. Since intent scores change daily, the 6sense managers will build call lists for reps each week based on the intent score in Salesforce.

If prospects are in the purchase stage, those calls are focused on booking meetings. If they’re still in the awareness and consideration stages, those calls are geared toward information gathering.

Talk tracks based on intent data

Intent data is great for building calls towards specific outcomes depending on the persona and intent stage, but that data also helps personalize the conversation. 6sense provides the intent keywords that prospects were using to search for more information, which can be pivotal in helping build trust at the beginning of a call.

David’s team enables their reps to marry the intent keywords being searched by prospects with what they may have been viewing on their website and what the prospect’s organization does to drive home a personalized value proposition. “Orum’s automation saves our reps time during the calling process, and we use that time to research our prospects more deeply.”

Utilizing 6sense Data for Targeted Outreach

Understanding 6sense Stages:

• Focus on key stages within 6sense: Awareness, Consideration, Purchase, and Decision.
• Prioritize accounts in the Purchase and Decision stages for immediate follow-up to book meetings.
• Depending on your sales cycles, you may only want to focus on the Decision and Purchase stages, directing your reps to use these as their triggers to reach out.
• Build out call lists for Orum and adjust call goals and talk tracks accordingly depending on intent data for those prospects.

It’s important to remember that prospects in the initial stages of discovery likely don’t know your organization or your platform. By providing awareness, you have the opportunity to build the foundation of a trusting relationship.

Leveraging Orum for Efficient Outreach

Create Targeted Cadences

Develop tailored cadences for different buying stages and personas. For accounts in the Awareness and Consideration stages, focus on educational outreach, such as inviting prospects to webinars or events. Use a more direct approach to push for meetings for accounts in the Purchase and Decision stages.

The Rubrik team builds out call blocks with lists of prospects currently in the awareness stage where reps can have low-pressure conversations about the market and why people are looking for solutions similar to theirs. This builds trust and increases the amount of at-bats your reps can have.

Call cadence optimization

Understanding the difference between the intent stages is key to determining the frequency of your outreach cadence. The higher the intent score, the more often you should try to get the prospect on the phone.

It’s important to review outreach performance regularly and adjust cadences as needed. Remember that intent data updates daily, so call lists should be adjusted as prospects' intent scores change.

Provide ongoing coaching to SDRs, focusing on improving their ability to handle different stages of the buying journey. Account penetration and building towards goals based on persona and intent will take live practice with managers.

Workflow and Best Practices

1. Prioritize Accounts:
   • Use 6sense to identify and prioritize accounts based on engagement and intent signals.
   • Implement call blitzes for high-priority accounts and ensure consistent follow-up.
2. Integrated Outreach:
   • Align Orum and 6sense workflows to ensure seamless integration.
   • Use AI to handle routine tasks, such as emailing directors and below, while SDRs focus on high-value tasks, such as personalized outreach to VPs and above.
3. Intent Data Utilization:
   • Train SDRs to interpret 6sense intent data, such as keywords and engagement signals. This will require approaching prospect conversations in different ways, but sellers will have the time to practice thanks to Orum's automation.
   • Develop talk tracks based on the specific interests and needs indicated by the intent data.

Metrics and KPIs

1. Account Penetration:
   • Track the number of new contacts added to each account and ensure multithreading within accounts.
   • Monitor the depth of engagement with key personas in target accounts. Multithreading within accounts ensures comprehensive coverage and increases conversion opportunities.
2. Conversion Rates:
   • Measure conversion rates from initial outreach to booked meetings. While every prospect's needs differ, intent data will help create success patterns that your reps can use as starting points.