Swimlane Automates Precision Outreach to Enterprise Accounts with 6sense Intelligent Workflows

Swimlane needed a way to ensure every engagement with enterprise prospects was timely, relevant, and impactful. They also needed it be be consistent and scalable. With a small demand generation team, manual campaign coordination wasn’t a viable option.

Using 6sense Intelligent Workflows, Swimlane can now automatically:

• Segment its enterprise ICP,
• Identifies accounts with specific cybersecurity-related intent, and
• Deliver stage-specific campaigns and outreach.

With AI-powered go-to-market workflows, they now have the scale to match the sophistication of their strategy — all while keeping sales aligned and focused on the right opportunities.

The Challenge

Swimlane’s enterprise segment is a critical growth driver — but with limited team bandwidth, every marketing and sales touchpoint must count.

“We have an influx of 6QAs, and working through them efficiently is really important for us,” says Dorothy Milazzo, VP of Demand Generation at Swimlane.

The team needed a systematic, always-on way to:

• Prioritize enterprise accounts showing buying signals.
• Deliver messaging based on both intent and buying stage.
• Ensure sales outreach sequences were assigned to the right BDR owners, despite CRM complexities.

The Solution

Swimlane built a master enterprise workflow in 6sense to operationalize targeting, content delivery, and sales follow-up. The AI-powered workflow executes critical routine tasks, allowing the marketing team to stay focused on strategy and the sales team to spend their time on the most promising sales opportunities.

With 6sense Workflows running in the background, Swimlane can focus on high-value enterprise opportunities without manual effort, thanks to:

• Automatic routing ensures every account receives the right messaging at the right stage.
• Automated alignment of ads, nurtures, and BDR outreach
• Stage-specific ads and nurtures generate inbound demos, including from Fortune 500 companies.

Sales and marketing stay aligned on priorities, accelerating outreach to in-market accounts.

Here’s how it works:

Step 1 — Identify Priority Accounts

• Begin with high-fit organizations in core target markets that align closely to Swimlane’s ideal customer profile.

Step 2 — Segment by Relevant Buying Signals

• Group accounts based on the presence or absence of high-value intent signals.
• Tailor content and campaigns to align with the topics and solutions most relevant to each group.

Step 3 — Match Engagement to Buying Stage

• Deploy targeted campaigns and nurture programs that match each account’s readiness to engage, from early awareness to active purchase.
• Coordinate outreach sequences and advertising to ensure timely, stage-appropriate touches.

Step 4 — Deliver Role-Relevant Messaging

• For high-intent accounts in later buying stages, use workflows that enable role- or persona-specific outreach.
• Ensure communication comes from the right sales owner to maintain relationship consistency.

Step 5 — Maintain Always-On Engagement

• Run automated plays to connect with newly qualified accounts quickly.
• Provide ongoing, value-driven offers and resources to keep in-market accounts engaged until they’re ready to meet with sales.

Impressive results

Swimlane’s use of 6sense Intelligent Workflows delivered significant outcomes:

• 130% higher engagement: Focusing on high-value intent topics led to 10 enterprise opportunities created in 90 days, including one closed deal.
• 22% decrease in unworked 6QAs: Automation ensured timely follow-up on qualified accounts.
• 66% better click-through rate: Four new early-funnel email nurture campaigns, launched in 30 days, outperformed benchmarks.
• High-value conversions: Stage-specific ads and nurtures generated inbound demos, including from Fortune 500 companies.