Magazine article CRM Magazine

6sense Carves out a Niche in Account-Based Marketing

Magazine article CRM Magazine

6sense Carves out a Niche in Account-Based Marketing

Article excerpt

San Francisco-based 6sense was a pioneer in account-based marketing, and the six-year-old company continues to define the ABM space with a number of product launches, partnerships, and integrations in the past few months.

In November 6sense launched sales intelligence enhancements that bring together CRM, marketing automation data, web engagement data, and 6sense's anonymous intent data to provide comprehensive, centralized visibility into account intent, engagement, and reach activity directly within CRM systems. Specific capabilities track account engagements over time to discover trends and identify the best time for outreach; provide visibility into anonymous intent from key accounts based on relevant keyword research and website visits; and assess the engagement status of important personas in any given deal. Alerts provide a summary of notable account activity and updates to 6sense's master company dataset and associated artificial intelligence.

In May the company, which was founded in 2013, launched an external media campaigns feature that enables users to track digital media campaigns launched from non-6sense platforms for account segmentation within the 6sense platform and to provide more advanced account-based analytics on those campaigns. The technology helps users understand their global digital footprints and their impact on account engagement; evaluate agency partners, campaigns, and media outlets to determine performance and optimize spending; and collaborate with agency partners to improve digital media strategy and financial returns. …

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