6sense needed a partner that would set them up for creative independence as they prepare for ongoing growth, expansion, change, and new product launches.
Background
B2B SaaS company 6sense is making powerful shifts in sales and marketing through account-based data and analysis services. Started in 2013, the San Francisco-based company provides industry-leading marketing tools to enrich buyer journeys using AI-based predictions.
Key Achievements:
As 6sense’s growth patterns began to take shape, their three most recent additional acquisitions (Slintel, Saleswhale, and Fortella) needed to be folded into their current website experience. 6sense came to Athago with a variety of pain points around their current site:
- Did not incorporate content from acquired companies’ sites (Fortella, Slintel, Saleswhale)
- Did not follow best practices: slow page speeds, and not built with SEO in mind
- No clear strategy around different user pathways (i.e. calls-to-action, demos)
- Difficult to update
6sense’s current website was already large, and it was about to grow even larger—the issues had to be addressed before more products were launched, or more companies were acquired.
Technologies Used:
- Landing Page Builder, CMS Elementor
- Blog, CMS WordPress
- Programming Language PHP
- Database MySQL
- CDN Cloudflare
Approach
With website updates under the control of their previous developer, 6sense needed a partner that would set them up for creative independence—within an easy pattern—that allowed for growth, expansion, change, and new product launches.
Athago fit the bill, and helped them build in flexibility. Additionally, the new Director of Marketing at 6sense was set on making an impact. He knew it was vital improve SEO and create better iterations. With a scattered site and a blog hosted on PathFactory, they needed to bring everything over to a single platform.
During the discovery process, the teams dove deep. New companies were added in that time, and during those acquisitions, conversations helped refine, refresh, and polish the 6sense brand—which better informed the website redesign and development.
Together, the teams created the following goals to be accomplished with the newly revamped site:
- Create one consolidated website under the 6sense brand that tells a clear and cohesive story
- Follow best practices: SEO optimization and page speed
- Build a powerful lead gen tool, improving UX to provide clear strategic journeys to guide users through the funnel
- Enable streamlined updates to the website without having to go through a developer
Challenges
When Athago logged in and began editing the site to contain all of the pieces 6sense required, the site speed began to slow down over time. Athago brought all development hands on deck to work quickly, and determined the root cause: the mega nav. The massive navigation menu, vital to creating the user pathways for 6sense’s site, appears on every page. Athago’s team implemented a caching solution—applied only to the header—so that each page request already includes the menu after it has been loaded once. The site speed issue was solved, and the newly created user pathways, segmented around different industries and different teams, remained intact, thanks to Athago’s custom caching solution.
Additionally, the 6sense brand was mid-brand-refresh, yet the brand guidelines were tailored to non-web resources and content. To solve for this gap, Athago created guides for different types of resources, whether it was for blogs, webinars, or e-books, all working off of enhancing the brand identity already created for 6sense.
Results
Given that 6sense’s team was one of the most technologically astute clients Athago has worked with, feedback was able to be given in real time, the project kept up at a good pace, and small problems or bigger challenges were addressed right away, allowing for quick resolution.
Ultimately, 6sense, from the project managers and marketing team to the entire company, gave positive feedback about the project—their team felt heard in what they requested, particularly during the strategy presentation with Athago’s proposed wireframes and styleboard.
Athago’s team was able to help simplify the site for better management, updates, page speed, and integration guidance. Athago leveraged global areas of the site to manage integrations, the footer CTA, and a variety of other items that may eventually shift—all it takes is one change in one place on the back-end to create easy, full site (global) changes. For the future, Athago plans to support any additional architecture changes needed for product launches or user interface updates.
The new website wasn’t a huge overhaul in terms of content or approach; it was similar to a home renovation—creating an addition that worked and flowed and set up 6sense for ongoing growth. Now, 6sense’s team has the website they need to tell one cohesive story of a tool that can change the marketing landscape.
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