How ThoughtSpot Activated Intent Data and Generated $5M in Pipeline

ThoughtSpot faced aggressive pipeline goals with insufficient resources. The team had invested heavily in 6Sense and G2 intent data but struggled to activate it effectively — account-level signals didn't translate to reaching the right individuals within those accounts.

Manual campaign launches across multiple channels created an excessive workload, limiting the team's ability to run experiments and iterate on what was working.

Metadata bridged the gap between intent data and paid campaign execution.

• Intent Data Activation — Turned account-level intent signals from 6Sense and G2 into targeted audiences automatically.
• Dynamic Audiences — Created Salesforce-synced audiences on Facebook and LinkedIn that updated as intent signals changed.
• Campaign Automation — Automated experiment launching across channels, eliminating the manual overhead that had been consuming the team's bandwidth.

With intent data fully activated and campaigns automated, ThoughtSpot drove measurable pipeline at scale.

• First 6 months on Facebook: 64 opportunities, $2.8M pipeline, 9.8X ROAS
• 1,600+ experiments run across channels
• 193 opportunities and $5M in pipeline generated overall
• 2,795 hours automated and $214K saved in operational costs