How Fortna turned underused 6sense intent data into measurable pipeline, closing a $50 million deal in 60 days through precision targeting and analyst-grade content.
Fortna had invested in 6sense but wasn't realizing measurable ROI. Its marketing and sales teams lacked a process to activate the data, connect signals to outreach, or tie campaigns to revenue. They needed a partner who could translate 6sense intent into actionable campaigns, connect analyst intelligence from Gartner with account targeting, and create measurable pipeline impact rather than just awareness.
LeadCoverage built a full-scale intent-driven demand generation program leveraging 6sense data, programmatic media, and commercial PR.
Fortna's target list, the "Fortna 75," included 75 Fortune 1000 companies. 6sense revealed that 15 of those accounts were surging around "Geek+ Robotics," a specific automation vendor, pinpointing exactly where to focus.
LeadCoverage re-launched a dormant Fortna and Geek+ partnership announcement from 2021. Within five business days, the team:
One surging account, GMU Valves, saw the programmatic ad and clicked through. LeadCoverage's SDR team made the first verification call at $0.42 per click and connected Fortna's sales team with GMU's Chief Supply Chain Officer. In 60 days, that engagement went from first click to a qualified opportunity, and ultimately a $50 million deal.
In two months, Fortna converted dormant data into a $50 million opportunity. Five of the 15 surging accounts progressed to sales-qualified pipeline, and the flagship engagement moved from a $0.42 ad click to a closed $50 million deal in 60 days. Here is why it worked:
The takeaway: when intent data and analyst insight are executed through a disciplined revenue engine, signal becomes sales. When marketing owns the math, revenue follows.
