The ABM orchestration platform 6sense has partnered with Drift, a conversational marketing and sales technology company, to provide users with account identification capabilities via Drift’s Intel feature, which is designed to enable marketers to turn anonymous website visitors into qualified leads for sales in real-time.
6sense has released Account-Based Retargeting, which aims to help sales and marketing teams create personalized experiences for prospects across all channels. As part of 6sense’s Account-Based Orchestration Platform, the tool is designed to create audiences in Google Ads, Display & Video 360 and other similar platforms using the platform’s predicted account, persona, buying stage and behavioral data.
B2B CMOs are shifting focus to expanded revenue responsibilities, which means they are increasingly being asked to own their numbers with heightened involvement in the customer experience and communication across the organization with strong teams. This requires today’s CMO to transform into a leader that focuses on brand storytelling, strong talent retention and team building, revenue- and customer-focused, as well as maximizing the efficiency of their tech stack.
6sense is designed to shine a light on the buying journey. The account-based orchestration platform positions revenue teams to gain buyer insights, so they can generate more opportunities, increase deal size, compete and win more often.
The B2B buyer’s journey is a nonlinear, lengthy process that often spans multiple channels and involves several stakeholders. For many brands, this causes a leaky funnel filled with inaccurate or incomplete account data and leads that get lost in the handoff between marketing and sales. But B2B companies such as Fiix Software, Aprimo and Okta are rising to the challenge and taking proactive steps to identify and fill funnel gaps with the help of AI-fueled technology and ongoing sales alignment.
6sense, an ABM orchestration platform, has raised $27 million in funding. The round was led by Industry Ventures, with additional participation from Bain Capital Ventures, Battery Ventures, Costanoa Ventures, Salesforce Ventures and Venrock.
6sense, an ABM orchestration platform, announced a new integration with Salesforce Pardot. The integration intends to help mutual customers gain deeper visibility into buyers’ journeys, positioning them to better engage stakeholders at target accounts with the right campaigns and messaging.
PGi, a web conferencing, online meetings and webcasting solution, teamed up with ABM orchestration platform 6sense to enhance its marketing and sales efforts and better reach prospective customers. The partnership resulted in a 77% increase in win rates.
Lauren Weatherly, PGi’s VP of Channel Marketing and Demand Gen, noted that as the company shifted from audio conferencing to a wider array of meeting and webcasting solutions, its go-to-market strategy also needed an update.
“We were predominantly an audio-conferencing company but audio conferencing on its own is dying and it’s dying faster than analysts had predicted,” said Weatherly in an interview with Demand Gen Report. “We really recognized the need to transform not only into acquiring new customers, but also into acquiring new customers in a new business and new product suite. That presented quite a challenge for us, so we knew that we needed to be very smart from a marketing perspective and needed to be very in tune and aligned with our sales team.”
PGi began searching for an ABM solution to help drive demand generation for its expanded product portfolio. According to Weatherly, the company had an exhaustive list of solution criteria, which included API and third-party compatibility, comprehensive data and analytics reporting, as well as ongoing training and support.
Ultimately, the company chose 6sense because it met the above criteria, as well as brought together intent data and predictive analytics. Weatherly added that it also offered both a marketing and sales solution to ensure cross-departmental alignment.
“The last thing on our list of criteria was the one-stop shop — which they aren’t today, nor are any vendors in this space — but they seek to be that,” said Weatherly. “We really feel like their ability to be nimble, to listen to their customers and to really seek those insights and seek to add on those tools was important.”
PGi uses 6sense to uncover buying intent, prioritize accounts with a high buying propensity and engage buyers with omnichannel, multitouch campaigns. To drive high adoption rates amongst the sales team, the company unveiled a “six minutes with 6sense” initiative that encouraged sales reps to start their day by spending just six minutes with the solution.
The initiative proved successful and within just a few months, PGi began seeing impressive results such as a 77% increase in win rates. Additional results include a 68% faster time-to-contact rate and a 9x boost in average deal size.
“6sense is the foundation of our demand gen,” said Weatherly. “We begin with very targeted accounts that are obviously showing in market and we take them through the buyer’s journey. It’s a huge part of how we go to market, who we target and how we target them.”
After starting out three years ago as a small satellite event during Dreamforce, the Ops-Stars Conference has quickly grown to attract more than 1,500 attendees, 40 sessions and 26 sponsors. Hosted by LeanData, the event has become the lead forum for B2B executives who are either in an Ops role, looking to hire Ops roles, or those simply looking to optimize how the role functions within their organization.
