Epic Campaigns + Ideas

We used 6sense in conjunction with paid search.

A competitor had made an announcement that we felt would create some negative sentiment among it's customer base. So we felt the time was right to go after their customers.

First, we needed to identify their customers. The competitor was small, so we couldn't just create a segment based on "technologies used". So we put them in a segment based on visits to the landing page we were using only for that particular paid search campaign. The landing page was served only to people searching for the login page of that particular competitor, which ensured we were getting active clients of the competitor.

We built up a list of 100 accounts in a week and the SDRs started reaching out to the ones who looked like they were looking for alternatives to their current solution.

Current account list is 152. We've been able to get in touch with about a quarter of those and have 9 opps in the pipeline. The pipeline revenue isn't huge (about $8K) and we knew that would be the case given the nature of this competitor's business. The cost per opportunity on this is astoundingly tiny for us though (under $250), making it well worth our SMB team's time.