A detailed look at how 6Sense helped Kazoo expanded its fit model to include many more predictive attributes including firmographics, intent, technology install and funding source.
Kazoo redefines the nature of work by helping businesses create a better employee experience. With a substantial market opportunity and limited marketing resources, Kazoo needed to focus investment and outreach on its highest priority accounts.
Kazoo had an existing proprietary fit model using business size and industry attributes exclusively. Combined with Bombora Company Surge® Intent data, outbound SDRs saw a significant increase in prospect reply rates.
“When we used Bombora Company Surge® scores as a prioritization mechanism, we saw 2-3X reply rates compared to not using the data. We felt really confident about the Intent data showing strong signals about who is in market,” said Casey Carey, CMO at Kazoo.
But the fit model failed to show an increase in conversion rates for high scoring accounts compared to lower scoring accounts. As Kazoo began collecting more data points impacting fit, Kazoo started to question the efficacy of its homegrown model and its long-term scalability.
Kazoo selected 6Sense’s Account Engagement Platform based on its expertise in the market and its underlying data infrastructure. By using 6Sense, they expanded its fit model to include many more predictive attributes including firmographics, intent, technology install and funding source.
Kazoo also validated the incrementality that Bombora Company Surge® Intent data delivered compared to 6Sense’s fit model alone. It found that by combining the fit model with Bombora Company Surge® Intent data, there was significant incrementality of businesses identified in the consideration and late stage purchase decisions.
“If you think about the concept of a Bombora Company Surge® score, it’s not surprising that the activity we’re seeing above the baseline is more predictive. We selected Bombora because we felt really good about the approach, the data sources, the richness of the data and how easy they were to do business with,” said Casey Carey, CMO at Kazoo.
Kazoo is early in the process of rolling out the new model across its marketing and sales channels including Marketo, LinkedIn, programmatic advertising, and outbound SDR sales motions. However, Carey is confident that Kazoo has built a technology and data foundation that will drive engagement and results.
“When we decided to go with this approach, we wanted to go all in. My CEO actually said in a board meeting that he doubted any of our competitors were doing this and that we had a decided advantage because of the technology and data we’ve implemented,” said Casey Carey, CMO at Kazoo.
