ABM for the 99%: routing 6sense intent signals to Red Hat’s business development reps

Situation

Red Hat’s market development organization covers a large global account base through BDR pods. 6sense intent data could show which accounts were in-market, and the opportunity was getting that signal into reps’ hands at the right moment.

Insight

Intent data only matters if it reaches a rep with the account context, the contact and the content to use, at the moment the account is in-market. The job was getting the right signal to the right BDR pod at the right time, inside the tools they already lived in.

Action

• Served as Red Hat’s global 6sense and ABM martech subject-matter expert, setting the guidelines and processes for ABM go-to-market execution.
• Automated high-intent engagement alerts to BDR pods with contact and content detail, so outreach was timely and specific.
• Built 1:1, 1:few and 1:many playbooks by product, industry and ICP for regional and partner marketers in regulated industries.
• Redesigned campaign workflows, tools and vendor partnerships so about a quarter of campaign delivery ran automatically.
• Built Tableau dashboards that consolidated 12 data sources and automated recurring data requests.

Result

• +30% contact-to-opportunity conversion for the program.
• Co-presented "How Red Hat Uses 6sense to Leverage Sales Development as an ABM Function for the 99%" at 6sense Breakthrough 2023 in Dallas to about 1,000 B2B marketers.
• 11 peer recognition awards for collaboration and enabling others.