Book your team's demo
Home/Playbooks/How to Expand Your TAM, Generate $20 Million in Sourced Pipeline
ABM+442% meetings booked

How to Expand Your TAM, Generate $20 Million in Sourced Pipeline

Author - Grace Kleaveland Kupczak
Grace Kleaveland KupczakDigital Strategy & Growth Marketing Manager
Company - 6sense
Testing the water
Same strategy, new segments
Combining behavioral data
THE IMPACTNext Playbook
1:1 ABM personalization made easy

See how ABM teams use Mutiny to engage target accounts at scale.

See how Mutiny works
Want more examples like this?

Browse dozens more proven playbooks from other B2B marketers.

See more playbooks

What you'll learn

  • How to incorporate industry, company size, and buying maturity segmentation into your marketing
  • Tips for identifying the most important challenges and goals for each buyer segment
  • Inspiration for segmentation ideas

What you'll need

  • A library of content that can be tagged to one of your ideal customer personas
  • A website personalization platform that connects to your CRM
  • A data enrichment tool to help identify key contacts within accounts
Article Headline Icon - THE PROBLEM


After seeing their company valuation double after a funding round, 6sense set an aggressive growth goal: double pipeline and revenue. They called it the Double O plan.

To hit the 2X goal, growth marketer Grace Kleaveland Kupczak knew they’d have to expand 6sense’s total addressable market (TAM). But replicating their existing marketing plans for new segments wasn’t going to work. Sure, buying ads meant traffic was going up—but not fast enough to hit a 2X goal.

To meet the Double O plan, Grace knew she had to try something different.

Article Headline Icon - THE HYPOTHESIS


6sense built their early success with a handful of key industries. They’d focused on tech and replicated successful messaging over to neighboring verticals like business services. But as their TAM expanded, Grace realized they needed new messaging and personalized experiences to resonate with new audiences.

Grace looked to what she could control—6sense’s website. By creating targeted experiences for new buyers, she believed she could turn linear growth into explosive expansion.


Testing the water

Grace began investigating the opportunity to target neglected industries, starting with manufacturing. 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.

Playbook Image | 6sense-industrial

(Grace walked us through this part of the process in another post. Check it out here.)

This proof of concept saw a 442% increase in meetings booked and generated $2.5 million in pipeline.

That success got Grace thinking…Where else could she use this strategy?

Same strategy, new segments

After proving the power of personalization, Grace turned her attention to company size.

Back then, 6sense focused on companies between 500 and 5,000 employees. That’s… not a lot of companies—approximately 35,000 in the entire U.S.

By breaking into enterprise, she could add another 10,000 potential customers. Venturing into SMB? Another 6.2 million.

She started with smaller companies. 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.


Grace designed a personalized popup for SMB accounts. Conversions skyrocketed as soon as it went live—CVRs up 18X and CTRs up 2X.

Enterprise customers were the complete opposite. They were far less likely to convert on 6sense’s website. Buyers at larger companies wanted content from third parties like Gartner and Forrester.

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.

Playbook image | 6sense-popup-enterprise

Combining behavioral data

Firmographic and demographic segmentation both work well. But Grace wanted to turn the dial and deliver more tailored experiences.

She knew her segments contained a multitude of buyers. Perhaps the biggest difference between them was intent. What did they want from her? Was this buyer at the start of their journey looking for basic information? Or were they comparing a shortlist of vendors? Or were they trying to buy right now?

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 experiences.

  • Awareness / Consideration stage: Key AMB Challenges eBook

  • Intent / Purchase stage: Forrester New Wave report

Personalizing inbound pages to reflect company size, industry, and buying maturity delivered the highest CTR of all her experiments—8X higher than 6sense’s baseline.


Grace’s first test (verticals segmentation) delivered a 442% increase in meetings booked. Her next experiment (company size) performed just as well. Her SMB and enterprise campaigns generated more than $13.5 million in sourced revenue and closed more than $2.5 million.

What’s most impressive is that she did it—more or less—alone. Grace was a team of one. She didn’t have an in-house engineering team. With a 2X target looming, she couldn’t afford to spend six months learning to code. By choosing flexible tools, she could move quickly, prove impact, and adapt on the fly. As 6sense continued to grow, that served her well.

“It’s a long-term strategy,” she says. “What works for us now might not work six months down the line. It’s about being adjustable for your business.”

Next Playbook

Learn from Hillary Carpio at Snowflake how to use dynamic content recommendations to increase ABM response rate without making any new content.

Read Snowflake's ABM playbook
or see all playbooks