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Green Hat and 6sense enable smarter marketing and improved CX at Korn Ferry
Services
Smarter and more effective marketing
Korn Ferry embarked on their journey to ‘ABM at scale’ with a mission to make their marketing smarter, more effective and the client experience better.
They realised that their clients and prospects received generic marketing messages that weren’t tailored to their specific challenges and didn’t engage the entire buying party – thus not effectively moving accounts through the funnel.
Korn Ferry engaged Green Hat to design their ABM-at-scale strategy utilising 6sense to enable and facilitate a smarter account-based go-to-market approach that provides a superior client experience.
Setting up 6sense: The smart way to identify and engage target accounts
The Green Hat strategy team first worked with Korn Ferry to define the target audience for each of Korn Ferry’s solutions at an account level with the help of a well-defined ICP, and at the buying party level by developing solution-specific buyer personas.
- In parallel, Green Hat’s digital experts worked closely with the 6sense and Korn Ferry teams to set up the 6sense platform, including implementing a model that enabled 6sense intent signals to identify accounts deemed to be in market (Marketing Qualified Accounts).
- Green Hat also setup integrations with existing tools like Salesforce, Marketo, Domo and Adobe Experience Manager, as well as the creation of a tiered segment structure for effective targeting.
- 6sense’s AI predictive capability is a key enabler in Korn Ferry’s push towards smarter marketing. Together with the 6sense team, Green Hat built predictive models for each Korn Ferry solution area, enabling the targeting of all relevant personas in ICP-fit accounts with content specific to the buying stage of the account.
Superior CX: Personalisation at account and persona level
Green Hat’s content experts developed a content matrix to identify the messaging and content for each Korn Ferry solution area and persona. Content journeys were then built for each funnel stage:
- Thought leadership for Awareness stage
- Solution education content for Consideration stage
- Content to support customer decision-making for Purchase stage
The 6sense platform now allows Korn Ferry to serve the right messaging and content to each member of the buying party, in the right accounts (ICP fit), at the right time (in the buying cycle) and through the right channel. Green Hat helped set up 6sense as Korn Ferry’s central channel orchestration tool, with all digital channels referencing dynamic 6sense account segments for targeting – ensuring consistent and timely content delivery and personalisation.
Example of Content Journey for Korn Ferry’s RPO solution:
Bigger deals and more engagement in target accounts
Korn Ferry has seen significant improvements across several key metrics since the start of the program and 6sense implementation. One of the firm’s largest business units has reported:
- 34% larger opportunities,
- 3.8x increase in target account engagement, and
- 68% of won revenue coming from opportunities in marketing-qualified accounts, as identified by 6sense.
Importantly, the partnership between Korn Ferry, Green Hat and 6sense has resulted in a smarter and more efficient go-to-market approach that is continually optimised to this day.
Hear how Tanya Mas, Vice President Marketing, Korn Ferry evaluates the partnership:
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