Challenge: not enough data
BioCatch is a world-renowned leader in financial crime prevention powered by behavior biometric intelligence, which uses advanced analysis of a user’s physical and cognitive behavior to help banks protect consumers and their assets from fraud and cyberattacks.
BioCatch’s marketing team faced a familiar challenge: a lack of actionable data. This made it difficult to effectively connect with their ideal audience using personalized, relevant messaging.
“We didn’t want to be on an ad platform where we were wasting even a penny showing ads to people who didn’t care or were not within our ICP,” said Jonathan Daley, CMO of BioCatch.
Past campaigns leaned on more traditional marketing tactics, often generating leads that didn’t align with their ideal customer profile (ICP). Without a way to clearly understand buying signals and real-time intent, resources were being drained without measurable ROI.
Solution: implementing 6sense
To address this, we helped BioCatch implement 6sense and build out an ABX strategy to use this data.
Our team designed a series of one-to-few and one-to-many campaigns, integrated a multi-touch framework, and established a robust reporting framework for tracking full-funnel performance.
We began by refining their ICPs and deploying 6sense’s Predictive Analytics to continuously optimize messaging based on customer behaviors and buying signals. This AI-driven capability provided visibility into where accounts were in their journey, enabling BioCatch to prioritize high-potential prospects.
6sense’s Intent Scoring added another layer of precision, giving the team the data they needed to focus efforts on the accounts most likely to convert based on prior engagement trends.
Outcome: a wildly successful pilot campaign
We rolled out a pilot initiative with a bold target: engage 553 global banks that had shown little to no previous interest, and move at least 60 into the active sales pipeline—all through an Account-Based Experience (ABX) strategy.
Using 6sense, we developed over 200 unique audience segments and ran personalized one-to-one, one-to-few, and one-to-many campaigns.
Over the course of six months, we launched highly tailored landing pages, ran full-funnel, multi-channel campaigns across 6sense Display Ads, LinkedIn, and Google, and synced our messaging to match where each account was in the buying cycle.
In total, we created over 450 creative assets and built over 10 landing pages. And after six months, the results were:
- 5x increase in accounts in active pipeline stage
- 6% of the full target account list moved into the pipeline stage since March
- 63% increase in accounts in active engagement stage
This initiative marked a turning point for BioCatch’s marketing strategy—transforming their approach from broad and traditional to data-driven and precision-targeted. By leveraging the power of 6sense and a deeply segmented ABX framework, BioCatch was able to focus its efforts where it mattered most, align closely with buyer intent, and drive measurable pipeline impact at scale. The success of this pilot not only proved the value of intent data and predictive insights but also laid a strong foundation for future growth.
