Marketing

6sense Revenue AI™ for Marketing

Who We Help

CMO

Unite your revenue team and drive strategy across the business.

Demand Gen

Focus on in-market accounts and take the guesswork out of demand gen.

Digital

Reach the people and accounts that matter to your business.

How We Do It

Account Identification

Accurately match anonymous and known buyer behavior to accounts.

Intent Data

Uncover 3rd party buying signals at the keyword or topic level.

Predictive Analytics

AI-driven buying stage predictions align teams on the best time to engage.

Data Enrichment

Enrich accounts, leads, and contacts with accurate firmographic data.

Smart Form Fill

Autofill and shorten forms with automated, real-time form enrichment.

Audience Building

Create audiences for segmentation, activation, and analysis across channels.

Advertising

Reach target buyers with display, video, retargeting, and social ad campaigns.

Conversational Email

Leverage AI to craft personalized emails that qualify & convert accounts at scale.

Orchestrations & Workflows

Scale data operations with accurate engagement of accounts and contacts.

6sense Revenue AI™
for Marketing

Uncover hidden demand to boost marketing impact and generate higher-quality pipeline.

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Sales

6sense Revenue AI™ for Sales

Who We Help

CRO

6sense gives sales leaders the intel they need to deliver on big revenue goals.

Inside Sales

When working hundreds of accounts, knowing where to prioritize is critical.

RevOps

Use clean, complete data and scalable processes.

How We Do It

Company & People Search

B2B account and contact data with insights for when to engage prospects.

Account Intelligence

Arm reps with account insights in CRM & SEP for prioritization and personalization.

Prioritization Dashboards

Dashboards that help sellers uncover which accounts to engage and when.

Chrome Extension

Access Revenue AI insights directly from LinkedIn and other B2B websites.

Predictive Analytics

AI-driven buying stage predictions align teams on the best time to engage.

Buyer Intent Data

Uncover 3rd party buying signals at the keyword or topic level.

Prospecting Workflows

The insights sellers need in the tools they use, everyday.

Get Started for Free

Access FREE credits to unlock relevant contact info, and see our packages for teams of all sizes.

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Solutions

Solutions

Industries

Business Services

Drive efficiency with a data-driven approach.

Financial Services

Acquire loyal customers with rich secure data.

Manufacturing

Modernize revenue creation with AI-driven data.

Technology & Software

Drive growth and boost customer adoption.

Transportation & Logistics

Boost conversions with targeted audiences.

Data

Our Data

The most complete dataset for B2B.

Data APIs

Real-time enrichment and personalization anywhere.

Data Packs

Reduce manual processes to achieve database connectivity.

Ecosystem

Integrations

Get the most out of your tech stack.

Agency Partners

Get support from our partners.

Become a Partner

Let's do more than just work together.

Dive into 6sense Revenue AI™

Reinvent the way your team creates, manages, and converts pipeline to revenue.

Explore Platform
Resources

Resource Library

Resource Library

Dive into various topics and content types.

Blog

Short insights, designed to educate.

In-Market Demand Report

Know which companies are interested in you.

Guides

Follow our in-depth articles & how-to’s.

6sense for 6sense

See how the 6sense team uses 6sense.

Research

Events & Webinars

The Revenue Makers Podcast

Reports & Ebooks

Recorded Demos

Tools

One Pagers

Glossary

Videos

TalkingSense

The Science of B2B

6sense Named a Leader in Gartner Magic Quadrant for ABM for the 3rd Year in a Row

No email required to get a copy of this objective evaluation of the ABM vendors.

Read the Report
Customers

Customers

Meet Our Customers

See how companies like yours leverage 6sense to drive efficiency.

Customer Stories

Dive into the success and journeys of our customers .

Customer Reviews

Read real reviews to understand what 6sense can do for you.

RevCity

Connect with your peers, share successes, and learn about 6sense.

Knowledge Base & Support

Explore our help articles, product updates, and submit support tickets.

Going 0 to Revenue: How 6sense Transformed ABM at Sandler in 6 Months

Sandler needed a way to bring technologies together with in-depth data to understand the customer journey. 6sense was the answer.

Read now
Company

Company

About 6sense

Learn about our company values, vision, employee benefits, and more.

Leadership Team

Dreamers and data nerds; Meet the leadership team behind 6sense.

Careers

We want 6sense to be the best chapter of your career.

Newsroom

Read press releases, thought leadership, company announcements and more.

Community

Dive into the communities 6sense hosts and takes part in.

Become Our Partner

Let’s do more than work together. Let’s revolutionize B2B together.

Explore Our Partners

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Quick Guide: Common ABM Challenges and How to Solve Them

Account-Based Marketing, while highly effective, isn’t turn-key. Here are the most common obstacles, how to see them coming and how to overcome them.

November 2, 2022 —

The 6sense Team

Chapter 1

Introduction

Chapter 2

The Dark Funnel

Chapter 3

Marketing & Sales Misalignment

Chapter 4

Distrust in Data

Chapter 5

Disconnected Tech Stack

Chapter 1

Introduction

So your organization is ready to take the plunge into Account-Based Marketing (ABM). Great! It’s time to ditch those form-fills brimming with dead-end data, shout a satisfying sayonara to non-converting MQLs, and wave a wonderfully condescending buh-bye to all that wasted time sifting through disorganized, irrelevant leads.

But don’t get too cocky. ABM newcomers often think that implementing and operating an account-based approach is practically turn-key. It isn’t — at least not in the early days of your program. You’ll need to navigate around some key roadblocks to optimize your ABM approach.

Here are four important challenges to avoid as you contemplate and operationalize your ABM program. If you’d like to learn more about these challenges — and many other actionable insights on early-stage ABM creation — check out our recent ebook, ABM is [Still] Just Good Marketing.

Ready to see 6sense in action?

Chapter 2

Challenge 1: The Dark Funnel

What Is It?

The Dark Funnel™ is a treasure trove of user intent data that has beguiled — and befuddled — revenue teams for years.

We all know buying teams conduct lots of online research on their own time, in their own way, through their preferred channels. (In fact, approximately 90% of B2B buying activity occurs this way.) This activity leaves a kind of digital “breadcrumb trail” across the internet, representing a record of what those buyers are researching, when, and even on which websites.

However, this trail is typically out of reach, anonymized and invisible, preventing revenue teams from clearly understanding their prospects’ needs.

When You Know You’ve Bumped Into It

Here are a few signs that the lack of access to that valuable Dark Funnel data is impacting your revenue team:

Your buyer’s activity data is vague
Prospects know everything about your solution while you know nothing about them
They blindside you with well-tuned questions much earlier in the journey
The predictability of your marketing is reaching Black Swan territory
How to Overcome It

Upgrade your legacy systems to a revenue technology platform with account-identification tools and sophisticated AI and machine learning programs that make sense of disparate sets of constantly flowing data.

Only when you match this anonymous activity to the data in your CRM and Marketing Automation Platform can you get a sense for the engagement of these accounts and where they sit in their respective buyer journeys.

Chapter 3

Challenge 2: Marketing and Sales Misalignment

What Is It?

Ah, Marketing and Sales misalignments: the age-old story of two departments that believe they’re from different sides of the tracks. They use and report their own sets of data, entrenched in their individual ways and distrustful of one another.

When You Know You’ve Bumped Into It

Meetings on similar topics that feel foreign. Out-of-sync dashboards. Visibility campaigns that aren’t leveraged in customer interactions. Fights in the parking lot between people wearing “M” letter jackets and “S” letter jackets — that sort of thing.

How to Overcome It

Align everyone on common goals and what it takes to accomplish them. Co-develop and agree on the playbook for how to gain and serve ideal customers, and operate as a combined revenue team rather than separate fiefdoms.

Chapter 4

Challenge 3: Distrust in Data

What Is It?

This is the aggressively naive mindset of ignoring hard facts in lieu of doing what most company leaders have (poorly) done for decades: running on instinct.

It’s a situation where…

Sales and marketing teams make decisions on pursuing markets and industries based on intelligence that’s cloudy and contentious at best — and completely made-up at worst
Ideal customer profiles are rooted more in conjecture and “gut feelings” than structure and hard data
Traditional marketing campaigns, creative and messaging are created in a vacuum without testing

When You Know You’ve Bumped Into It

Marketing is worried about how they’ll “get credit” for their efforts without MQLs. Sales doesn’t know how to prioritize their outreach. Neither team agrees on which accounts to target in the first place. People working twice as hard and achieving half the results.

How to Overcome It

Invest in revenue technologies with AI and predictive capabilities that produce accurate, reliable data such that they can distinguish right from wrong leads and foretell when the right leads are warming up. Run smaller scale test-and-learn outreach efforts that validate your hypotheses and bring multiple teams along for the ride.

Chapter 5

Challenge 4: Disconnected Tech Stack

What Is It?

Marketing technologies and sales technologies that not only won’t integrate, but separately score information. What’s more, the weighting is based on homemade customizations that enable teams to “optimize” their way further and further into data and functional silos.

When You Know You’ve Bumped Into It

Alternating views within the company on customer success, both backed by unique sets of data derived from distinct house rules
Negative and confused customer and prospect experiences
Lots of bells and whistles but fewer end-to-end solutions
More internal “point systems” than the Olympic Games
How to Overcome It

Embrace the trend toward ABX — Account-Based Experience. These days, it’s about more than just Marketing. Sales, Operations and Customer Success must all be on the same page.

Achieving this at any kind of scale is nearly impossible without alignment around process and technology. It’s essential to have a revenue technology platform that seamlessly integrates with your CRM, marketing automation platform, and web personalization tools.

This single source of truth gives the entire revenue team the same exact picture of meaningful activity, its place within the buying journey, and efforts that will happen next to advance them through the funnel.

Ready to see 6sense in action?

The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

How We Do It

6sense Revenue AI™ for Marketing

How We Do It

Industries

Data

Ecosystem

Dive into 6sense Revenue AI™

6sense Named a Leader in Gartner Magic Quadrant for ABM for the 3rd Year in a Row

Going 0 to Revenue: How 6sense Transformed ABM at Sandler in 6 Months

Company

Become Our Partner

Quick Guide: Common ABM Challenges and How to Solve Them

Chapters

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Table of Contents

Introduction

Challenge 1: The Dark Funnel

What Is It?

When You Know You’ve Bumped Into It

Challenge 2: Marketing and Sales Misalignment

What Is It?

When You Know You’ve Bumped Into It

How to Overcome It

Challenge 3: Distrust in Data

What Is It?

When You Know You’ve Bumped Into It

How to Overcome It

Challenge 4: Disconnected Tech Stack

What Is It?

When You Know You’ve Bumped Into It

The 6sense Team

Related Resources

Solutions

Company

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6sense Revenue AI™
for Marketing