6sense

Overview

6sense is an account engagement platform designed for B2B sales and marketing organizations to unify data and apply artificial intelligence (AI) for identifying, prioritizing, and engaging potential buyers. The platform focuses on enabling Account-Based Marketing (ABM) strategies by providing visibility into anonymous website visitors and their intent signals. By analyzing various data points, including behavioral data, firmographics, and technographics, 6sense aims to surface accounts that are actively in-market for specific products or services.

The core functionality of 6sense revolves around its Revenue AI, which processes vast datasets to generate predictive insights. This allows teams to shift from broad outreach to a more targeted approach, focusing resources on accounts exhibiting high-intent signals. For sales teams, it aims to enhance prospecting efficiency by identifying which accounts to prioritize and providing context for outreach. Marketing teams can use the platform to build targeted campaigns, orchestrate omnichannel engagement, and measure the impact of their ABM initiatives at an account level.

6sense integrates with existing CRM, marketing automation, and advertising platforms to centralize data and activate insights across revenue operations. The platform's capabilities extend to demand generation, helping organizations identify and engage prospects earlier in their buying journey. It provides tools for segmenting audiences, personalizing messaging, and tracking account progress through the sales funnel. For enterprises managing complex B2B sales cycles, 6sense positions itself as a system to align sales and marketing efforts around shared account-based goals, aiming to improve pipeline generation and conversion rates. This approach aligns with broader industry trends toward data-driven sales and marketing, as discussed by publications like Search Engine Journal regarding ABM strategies.

Key features

• Account Engagement Platform: Unifies buyer data, sales intelligence, and communication channels to orchestrate personalized account-based interactions across the customer journey.
• Revenue AI: Applies artificial intelligence and machine learning to analyze vast datasets, providing predictive insights into buyer intent and account prioritization.
• Sales Intelligence: Offers data on target accounts, including firmographics, technographics, contact information, and buying intent signals to enhance sales prospecting and outreach.
• Demand Generation: Facilitates the identification of in-market accounts and the creation of targeted campaigns to generate demand and nurture prospects through the sales funnel.
• Anonymous Visitor Identification: Identifies B2B companies visiting a website, even if they haven't filled out a form, by matching IP addresses to firmographic data and intent signals.
• Intent Data: Gathers and analyzes third-party and first-party intent signals to indicate an account's readiness to buy, informing sales and marketing prioritization.
• Omnichannel Orchestration: Enables the coordination of engagement activities across multiple channels, including email, display ads, website personalization, and sales outreach.
• Account Scoring: Assigns scores to accounts based on various factors, including intent, engagement, and fit, to help teams prioritize their efforts.
• CRM & Marketing Automation Integration: Connects with existing CRM (e.g., Salesforce) and marketing automation (e.g., HubSpot, Marketo) platforms to ensure data flow and operational alignment.

Pricing

6sense operates on a custom enterprise pricing model. Specific pricing details are not publicly listed and require direct consultation with their sales team. Factors influencing pricing typically include the number of users, the volume of accounts managed, the scope of intent data required, and the specific modules or features implemented.

Common integrations

• Salesforce: Integrates with Salesforce CRM to push account and contact data, update sales activities, and align sales and marketing efforts on target accounts.
• Marketo: Connects with Marketo Engage for lead and account synchronization, campaign orchestration, and leveraging intent data within marketing automation workflows.
• HubSpot: Integrates with HubSpot CRM and Marketing Hub for shared account intelligence, targeted campaign execution, and synchronized engagement data.
• Salesloft: Works with Salesloft to enrich sales cadences with intent data and account insights, aiding in personalized outreach and prioritization.
• Outreach: Connects with Outreach to provide sales teams with account-level intent and engagement data directly within their sales engagement platform.
• LinkedIn Sales Navigator: Leverages LinkedIn Sales Navigator for deeper insights into contacts and accounts, enhancing social selling and personalized engagement.
• Google Ads: Integrates with Google Ads for targeted advertising campaigns based on 6sense's intent data and account segments.
• Microsoft Dynamics 365: Provides integration with Microsoft Dynamics 365 for CRM and sales automation synchronization.

Alternatives

• Demandbase: Offers an ABM platform with features for advertising, account identification, and sales intelligence, similar to 6sense.
• ZoomInfo: Primarily a B2B intelligence platform providing contact and company data, sales engagement tools, and intent signals.
• Terminus: Another ABM platform focusing on account identification, engagement, and measurement across various channels.

Getting started

6sense is designed as an end-user platform rather than a developer-centric API product. The primary interaction involves configuring the platform through its web interface, integrating with existing systems (like CRMs or marketing automation platforms), and utilizing the built-in analytics and engagement tools. Direct code examples for embedding core functionality are not applicable for general users.

Basic integration with a CRM like Salesforce typically involves configuring data synchronization and mapping fields within the 6sense platform's administrative settings. This allows for the exchange of account, contact, and activity data to align sales and marketing efforts. While specific API access for custom development is not a central offering for general users, the platform supports standard integrations. For example, connecting to a CRM might involve a sequence of administrative steps within the 6sense UI:

# Pseudo-code for conceptual integration setup steps within 6sense UI

// Step 1: Navigate to 'Integrations' section
Go to Admin Panel -> Integrations

// Step 2: Select CRM to connect
Click on 'Connect New CRM' -> Choose 'Salesforce'

// Step 3: Authenticate with CRM
Provide Salesforce Admin Credentials
Grant necessary API permissions (e.g., Read/Write Accounts, Contacts, Leads)

// Step 4: Configure Data Sync Settings
Define which objects to sync (e.g., Accounts, Leads, Opportunities)
Map 6sense fields to Salesforce fields (e.g., 6sense_Intent_Score to Salesforce.Account.IntentScore__c)
Set sync frequency (e.g., daily, hourly)

// Step 5: Activate Integration
Click 'Enable Sync'

// Step 6: Verify Data Flow
Check Salesforce for new or updated records pushed from 6sense
Monitor 6sense for CRM data ingestion

For detailed instructions on specific integrations or platform setup, users are directed to the official 6sense documentation.