.png)
The power of ABM at-scale enabled by 6sense.
Services
Nearmap is a digital content and aerial technology company that offers businesses instant access to high resolution aerial imagery, city-scale 3D datasets, and integrated geospatial tools. Founded in Perth, Australia in 2007 Nearmap have grown from an online startup to being acquired by leading American software investment firm Thoma Bravo for AU$1bn in 2022.
Green Hat has been one of Nearmap’s preferred agency partners since 2022 and supports the team across ABM, digital platforms, media and GTM strategy.
Best-in-class ABM platform, with best-in-class implementation
In 2022 the Nearmap team embarked on a journey towards an at-scale account-based marketing approach and decided to invest in 6sense as their ABM platform, due to 6sense’s predictive and channel orchestration capabilities. The team decided to engage Green Hat as their ABM strategy and 6sense implementation partner to ensure the account-based approach was based on a solid strategic foundation, and the 6sense setup delivered as ‘best-in-class’.
At-scale ABM, backed by the right strategy and best technology
Green Hat’s ABM strategists worked closely with Nearmap’s marketing and sales teams to develop an account-based GTM strategy that became the project foundation for the teams to align on, and serve as the basis for the technology setup – ensuring that the marketing and sales platforms are integrated and setup to support the ABM strategy and deliver customer outcomes.
The account-based GTM strategy developed by Green Hat set clear directions on the key steps in Nearmap’s ABM approach:
- Select the right accounts
- Understand the target accounts
- Engage the right way
- Empower the GTM team
- Measure what matters
6sense is the platform of choice – as recognised by Gartner - to deliver these key steps at scale, across thousands of accounts, and drives results when implemented and setup in close alignment with the overall ABM strategy.
Green Hat’s 6sense-certified consultant have worked closely with the Nearmap team to ensure that the platform was setup in accordance with best practices, and continue to support with ongoing technical management to this day.
.png?width=1057&height=700&name=Nearmap%20Playbook_1057x700%20(1).png)
Account-based marketing plays an important role in our GTM strategy. We’re deploying both 1:many ABM programs for 100s of accounts via 6sense, as well as 1:1 ABM for those strategic accounts with the largest opportunities for Nearmap. Green Hat have been our valued partner across all our ABM initiatives from the start.Shilpa Jacob, Global Director Digital Marketing, Nearmap
![]()
The benefits of 6sense’s channel orchestration capabilities
The 6sense platform allows Nearmap to create dynamic segments for both ICP-fit and TAL accounts, giving them one central place to manage their baseline criteria for targeting. Combined with intent insights and predictive analytics the platform then provides information on the buying stage of an account that is ‘in-market’ (Awareness, Consideration and Decision), enabling Nearmap to target accounts with messaging and content relevant to where the accounts are in the decision-making process, as well as optimising the media spend
Nearmap now orchestrate all their digital targeting through the 6sense platform and Green Hat’s media team manages Nearmap’s campaigns across various digital channels, including 6sense’s own programmatic advertising tool (DSP), LinkedIn and search platforms.
The ability to serve messaging and content that is tailored to personas, buying stage and even individual accounts has meant that Nearmap is seeing results significantly above industry benchmarks across various channels. For example:
- Click-through-rates at consideration stage are nearly twice as high as the industry benchmark, and
- Bottom-of-funnel conversation rates regularly sit 7 percentage points above benchmark.
Examples of account-specific ads served through 6sense:
Successful ABM programs help GTM teams move accounts through the funnel by facilitating meaningful engagements with all members of the buying party. To demonstrate an ABM program’s impact, marketing teams need to be able to report not just on individual campaign performance but more importantly on the progression of accounts through the funnel.
6sense powerful analytic capabilities enable the Nearmap team to show how accounts are progressing through the funnel, and what activities have the biggest influence on funnel velocity.
Overall, Nearmap’s at-scale ABM program delivers 100s of MQAs (marketing qualified accounts) to the sales team every year. In 2023 MQAs accounted for 42% of all opportunities created and generated 63% of revenue.
