Marketing ops · Production

FullStory increases net-new opportunities by 27% and ACV by 48% with 6sense ABM intelligence

The problem

FullStory's ABM program was unfocused — it over-indexed on lead volume, skewed toward SMB rather than enterprise, relied on generic content, and lacked the customer data needed to prioritize truly in-market accounts.

First attempt

FullStory was using Demandbase for ABM but switched away because it did not support the intent-driven, quality-focused targeting they needed, leaving them with a spray-and-pray outreach model.

Workflow diagram · grounded in source
1
Intent signal collection
trigger
“6sense helped us look more into the quality of leads converting and getting to an opportunity”
2
Buying stage prediction
ai_action
“FullStory used 6sense intent data and predictive analytics to understand potential customers' buying stage and serve them content relevant to where they are in the buying journey”
3
In-market account identification
ai_action
“By targeting messaging to multiple members of the buying team — and spotting when more members engage — FullStory knows which accounts are truly in-market and closest to making a purchase decision”
4
Renewal and churn risk monitoring
ai_action
“FullStory created custom 6sense dashboards focused on accounts with renewals in the next three to six months. They also use 6sense to track which existing customers are researching competitor terms or shopping around and layer in renewal…”
5
Upsell intent detection
ai_action
“6sense also powers an expansion play by revealing intent topics that enable upselling and cross-selling existing customers”
6
Hyper-targeted campaign execution
output
“6sense allows us to double down and be hyper-focused on who we are targeting by leaning into accounts with in-market signals versus our old spray-and-pray approach”
Reported outcome

FullStory achieved a 27% increase in revenue for net-new opportunities from Q3 to Q4, a 48% increase in ACV for in-market accounts, and a 36% increase in marketing-influenced qualified pipeline, alongside restored alignment across sales and marketing.

Reported metrics
net-new opportunity revenue increase Q3 to Q427%
Average Contract Value increase for in-market accounts48%
Marketing-influenced qualified pipeline quarter-over-quarter36%
Reported stack
6senseDemandbase
Source
https://6sense.com/customer-stories/6sense-increases-fullstorys-net-new-opportunities-by-27-in-one-quarter
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

FullStory achieved a 27% increase in revenue for net-new opportunities from Q3 to Q4, a 48% increase in ACV for in-market accounts, and a 36% increase in marketing-influenced qualified pipeline, alongside restored ali…

What tools did this team use?

6sense, Demandbase.

What results were reported?

net-new opportunity revenue increase Q3 to Q4: 27%; Average Contract Value increase for in-market accounts: 48%; Marketing-influenced qualified pipeline quarter-over-quarter: 36% (source-reported, not independently verified).

What failed first in this deployment?

FullStory was using Demandbase for ABM but switched away because it did not support the intent-driven, quality-focused targeting they needed, leaving them with a spray-and-pray outreach model.

How is this marketing ops AI workflow structured?

Intent signal collection → Buying stage prediction → In-market account identification → Renewal and churn risk monitoring → Upsell intent detection → Hyper-targeted campaign execution.

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