Digital transformation leader awarded for innovation and delivering significant results across the company’s revenue-generating functions
PTC has been recognized as a SiriusDecisions Program of the Year winner for the company’s Revenue Orchestration and Intelligence Engine (ROI Engine) initiative, a collaborative effort involving 6sense, Drift, and People.ai.
In order to provide best-in-class buying experiences, B2B companies today must have a holistic understanding of their customers’ digital journeys. As part of a company-wide effort to optimize its sales and marketing processes, PTC sought to implement a comprehensive account-centric marketing and sales strategy grounded in end-to-end visibility of the digital journey, which is essential to provide value with every interaction.
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Key tenets of the program included the ability to identify and prioritize target accounts showing purchase intent; engage and connect with buyers through the right channels at the right time, and identify and replicate PTC’s ideal proven pathway to pipeline. To facilitate this transformation, PTC selected 6sense, Drift, and People.ai as the central components of their ROI Engine technology stack.
With AI and integrated data sets from each vendor, PTC can now:
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Identify unknown accounts that are in-market to buy
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Intelligently segment accounts by intent keyword, predicted buying stage, engagement grade, web activity, and existing vs. whitespace designations
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Drive agile action across the marketing and sales organizations with an intuitive interface
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Create intelligent dashboards to facilitate rolling new capabilities into existing segmentation
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“Becoming a truly customer-centric company is a huge endeavor that isn’t solved by simply undergoing ‘digital transformation’ with the newest solution on the market. First, you must shift from a product-focused mentality and instead pursue a value-led strategy, then seek out true business partners that understand what you want to achieve. We believe so strongly in the synergies and mission of 6sense, Drift, and People.ai that while we knew it was an undertaking, it would be worth the investment,” said Mariana Prado Cogan, SVP of Digital Marketing Strategy and Operations at PTC. “Together, we have a new path forward where customers immediately get value through a personalized experience that emotionally connects and builds trust. We’re able to foster alignment between marketing, sales, and customer success, which has given us cleaner, robust data, resulting in more pipeline.”
Phase 1 of this initiative has delivered more than $20M in net-new pipeline for PTC’s IoT and AR business; added 57,000 net-new contacts to marketing automation and CRM that would not have otherwise been visible to the company; and saved nearly 9,200 hours of time by automating the logging of 526k activities to Salesforce since July, providing a more accurate picture of buyer coalitions, pipeline health, and progression.
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