Marketing ops · Production

6sense expands TAM and generates $13.5 million in pipeline using Mutiny website personalization

The problem

6sense needed to double pipeline and revenue under their 'Double O plan' but their existing playbook of buying ads was not growing traffic fast enough, and their messaging only resonated with a narrow set of industries rather than new segments.

Workflow diagram · grounded in source
1
Double O plan sets growth goal
trigger
“6sense set an aggressive growth goal: double pipeline and revenue. They called it the Double O plan.”
2
Mutiny personalizes homepage for manufacturing
output
“Working with 6sense's product marketing team, she identified manufacturing pain points and designed industry-specific use cases. Using Mutiny, she personalized the top of the fold on the homepage to manufacturing pain points.”
3
6sense data reveals SMB buyer behavior
ai_action
“Using 6sense data, Grace analyzed the SMB segment. She discovered buyers at smaller companies loved 6sense's free custom ABM report. If they saw that offer, they were likely to convert there and then.”
4
Personalized SMB popup deployed
output
“Grace designed a personalized popup for SMB accounts. Conversions skyrocketed as soon as it went live—CVRs up 18X and CTRs up 2X.”
5
Enterprise Forrester popup deployed
output
“Grace built a pop-up to promote The Forrester New Wave™ for ABM platforms, which fired whenever an enterprise buyer hit 6sense's site. If buyers saw the popup, conversions for enterprise accounts jumped 10X.”
6
Intent data layered with firmographic segmentation
ai_action
“Using 6sense's intent data, she could combine "buying maturity" insights with existing firmographic and demographic segmentation. Depending on where buyers sat in the conversion funnel, Grace delivered hyper-personalized content experien…”
Reported outcome

Personalizing website experiences by industry, company size, and buying maturity generated more than $13.5 million in sourced revenue and closed more than $2.5 million, with enterprise account conversions jumping 10X and the highest-performing experiment achieving 8X the baseline CTR.

Reported metrics
Pipeline generated$13.5 million
Closed-won revenue$2.5 million
Enterprise account conversion rate10X
Meetings booked increase from verticals test442%
Show all 8 reported metrics
pipeline generated$13.5 million
closed-won revenue$2.5 million
enterprise account conversion rate10X
meetings booked increase from verticals test442%
pipeline from proof of concept$2.5 million
SMB conversion rate improvement18X
SMB click-through rate improvement2X
highest CTR experiment vs baseline8X
Reported stack
Mutiny6sense
Source
https://www.mutinyhq.com/case-studies/6sense-expand-tam
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Personalizing website experiences by industry, company size, and buying maturity generated more than $13.5 million in sourced revenue and closed more than $2.5 million, with enterprise account conversions jumping 10X…

What tools did this team use?

Mutiny, 6sense.

What results were reported?

Pipeline generated: $13.5 million; Closed-won revenue: $2.5 million; Enterprise account conversion rate: 10X; Meetings booked increase from verticals test: 442% (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Double O plan sets growth goal → Mutiny personalizes homepage for manufacturing → 6sense data reveals SMB buyer behavior → Personalized SMB popup deployed → Enterprise Forrester popup deployed → Intent data layered with firmographic segmentation.

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