Case Study: WorkTango achieves stronger pipeline and higher win rates with 6sense

Get Small to Go Big — Scaling ABX through Creative Integrated Campaigns

WorkTango, then operating as Kazoo, needed to scale account-based experience (ABX) and improve new ARR bookings while moving beyond a narrow, email-driven lead gen approach. The company worked with 6sense to reset its go-to-market strategy, using intent and ICP data, account prioritization, and micro-segmentation to better identify, target, and measure high-value buyers.

6sense helped implement an integrated three-stage campaign model across demand capture, demand creation, and brand building, backed by segmented content, sales playbooks, and targeted outreach. The results included 76% fewer MQLs, 25% fewer opportunities, a smaller team and budget, while still driving 38% growth in new ACV, a 23-point improvement in win rate, and 3.6x better MQL-to-win performance.

WorkTango

Casey Carey

Chief Marketing Officer