Extends Analytics to Drive Account-Based Action via Native Digital Advertising Capabilities
6sense, the industry’s leading predictive intelligence provider, announced the launch of the 6sense Demand Platform for account-based marketers, delivering increased opportunity creation capabilities, full-funnel insights into a prospect’s journey, and a B2B campaign execution engine to immediately activate time-sensitive demand intelligence.
This announcement marks the next step in using AI and machine learning to find solutions for B2B marketing and sales teams to scale their ABM strategy with technology. “As we observed our customers that were most successful at utilizing 6sense in-market predictions for ABM workflows, it became clear that enabling a multi-channel ABM strategy with technology was a monumental martech integration task for organizations. Customers expressed a need to go beyond analytic insights and take rapid action right within our product by setting up and executing different types of account-based campaigns – this is what we set out to achieve,” said Amanda Kahlow, Founder & CSO at 6sense.
The 6sense Demand Platform offers the following key capabilities today:
- Uncovers account-based demand by monitoring intent on first and third-party data sources; connects anonymous and known data to provide comprehensive account engagement and account interest insights; creates segments for campaign execution.
- Accelerates ABM campaign execution using demand insights through native workflows and integrated user interface; activates account segments via: account-based digital advertising, account-based lead generation, or account-based email nurture triggers.
- Captures revenue from marketing-driven pipeline and account engagement by enabling sales with the necessary account and competitive intelligence and workflows; scores accounts and leads daily for prioritization of outreach.
“This evolution of 6sense to an ABM platform in partnership with our customers is a clear indication that machine learning and AI have an important role to play in ABM. Not just in analyzing data and predicting outcomes, but in actioning data insights in a timely manner to drive business results,” said Jason Zintak, CEO 6sense.
The 6sense roadmap includes additional campaign execution features for the account-based lead generation, account-based social network advertising, and account-based search advertising by working with leading solutions from LinkedIn, Google, Facebook, and others.
Lindsay Lyons, Global Director of Brand Content and Marketing at Dell Technologies, commented on this new platform announcement: “Dell has been using the new 6sense Demand Platform for a number of months and has already seen tremendous value in wrapping previously impossible account-level insights around our brand strategy and campaign efforts. We’re excited about these new features from 6sense and their roadmap; our next step is to take advantage of the native ABM execution channels available on the platform. I believe every B2B marketer will see why we think their approach is game-changing, and why ABM-at-scale is becoming more feasible through innovations like this.”
Olivier Thierry, CMO at Quorum Software expressed his excitement with this platform: “We were up and running and getting value from the 6sense Demand Platform within a week! The platform had a significant impact on our ABM outreach efforts for the oil & gas industry’s premier conference. By using 6sense to drive visitors to our NAPE booth through highly-targeted engagement, we ended up being the #1 visited company at the event and far exceeded our conference goals for valuable business conversations. The new features on the 6sense platform are extremely aligned with our ABM goals and allow us to further our segment and account intent insights.”
Launched in Early Access to several customers in July 2017, the 6sense Demand Platform builds upon 6sense’s core intellectual property for predictive intelligence and machine learning. This includes the 6sense Company Graph for company identification, the 6sense Intent Graph for collecting and connecting buyer intent, and the 6sense Sentinel for time-based predictive AI. The platform was made generally available on January 1, 2018, with successive features released every month since July 2017.