6sense For Marketing

​

How 6sense Identifies High-Intent Leads for Marketing Teams

6sense leverages AI-powered predictive analytics to uncover companies showing strong purchase interest before they reach out. This approach centers on analyzing real-time buyer behavior across multiple digital touchpoints, including anonymous website visits, search engine queries, and third-party intent data. The platform builds a complete profile of potential buyers by correlating these signals with historical sales patterns.

Instead of waiting for inbound inquiries, marketing teams can now prioritize accounts based on their readiness to buy. 6sense ranks prospects by intent level, revealing which companies are in-market and what stage of the buying journey they are in. This enables marketers to deliver highly targeted campaigns and maximize conversion rates.

Key Mechanisms for Identifying High-Value Prospects

• Behavioral Analysis: Tracks anonymous digital activities, such as content consumption and repeat site visits.
• Buyer Stage Prediction: Uses machine learning to assign accounts to stages like Awareness, Consideration, or Decision.
• Intent Data Integration: Aggregates insights from external sources to validate in-market interest.

Accounts with high digital activity and matching ICP (Ideal Customer Profile) traits are 3X more likely to convert within 90 days.

1. Map anonymous signals to known accounts using IP resolution and cookies.
2. Score each account using a multi-layered AI model.
3. Route qualified leads to the appropriate marketing or sales workflow.

Signal Type	Example	Impact on Scoring
Keyword Surge	Increased searches for "B2B intent platform"	+30% intent score
Website Visits	Multiple visits to pricing and solution pages	+50% likelihood of decision-stage behavior
Technographic Match	Uses CRM tools integrated with 6sense	+20% relevance score

Using AI and Predictive Analytics to Tailor Marketing Campaigns

Artificial intelligence (AI) and predictive analytics play a critical role in enhancing the precision of marketing strategies by leveraging large datasets and forecasting customer behaviors. By analyzing past interactions, AI algorithms can identify patterns and predict future actions, enabling businesses to tailor their campaigns to specific customer needs and preferences. This leads to more personalized and effective engagement with the target audience.

With the help of AI, marketing teams can not only predict which customers are more likely to convert but also understand the best time and channel to reach them. By integrating these insights into campaign strategies, marketers can significantly increase the chances of success, ensuring a more efficient allocation of resources and higher return on investment (ROI).

Key Advantages of AI and Predictive Analytics

• Segmentation: AI analyzes customer data to segment audiences based on behavior, demographics, and preferences.
• Timing Optimization: Predictive models help identify the most opportune moments to reach out to customers for maximum impact.
• Content Personalization: AI suggests personalized content based on user profiles, improving engagement rates.
• Enhanced ROI: By targeting the right customers with the right message, businesses see an improved return on marketing investments.

By using predictive analytics, businesses can transform raw data into actionable insights that guide the creation of highly tailored marketing campaigns.

Steps to Implement AI-Driven Campaigns

1. Data Collection: Gather relevant customer data from various touchpoints, including website interactions, social media engagement, and past purchase behaviors.
2. Data Analysis: Use AI algorithms to process and analyze the data to find patterns and trends.
3. Modeling: Build predictive models based on historical data to forecast future customer actions.
4. Campaign Design: Create targeted campaigns based on the insights from the models, focusing on specific customer segments.
5. Performance Evaluation: Continuously monitor and optimize campaigns based on real-time feedback and performance metrics.

Sample AI-Powered Campaign Workflow

Stage	Action	Outcome
Data Gathering	Collect customer interactions across digital touchpoints	Comprehensive customer profile
Data Analysis	Run AI algorithms to identify patterns and trends	Actionable insights
Modeling	Use predictive models to forecast behavior	Targeted outreach strategy
Campaign Execution	Launch personalized campaigns	Increased engagement and conversion rates
Optimization	Refine campaigns based on performance data	Continuous improvement of marketing efforts

Integrating 6sense with Your CRM for Streamlined Lead Management

Seamlessly integrating 6sense with your Customer Relationship Management (CRM) system enhances lead tracking and streamlines sales processes. By merging 6sense’s AI-driven insights with the data in your CRM, marketing and sales teams can prioritize leads more effectively and tailor outreach strategies based on real-time behavioral signals. This integration ensures that both departments work with the same updated information, which drives higher conversion rates and better alignment on lead quality and readiness for engagement.

Combining predictive analytics from 6sense with CRM data allows teams to identify high-intent prospects early in the sales cycle. By automating lead scoring and nurturing tasks, sales representatives can focus their efforts on high-value opportunities. This results in improved pipeline management, more relevant communication, and a greater likelihood of converting leads into customers.

Key Benefits of Integration

• Improved Lead Scoring: 6sense’s predictive models refine lead scores in your CRM, ensuring that sales reps focus on the most promising opportunities.
• Better Lead Nurturing: Marketing teams can automate tailored campaigns that address specific needs based on real-time behavioral data.
• Increased Sales Efficiency: With integrated insights, reps can approach prospects at the right time with the right message, improving conversion rates.
• Unified Data Insights: Both marketing and sales teams have access to the same data, ensuring better alignment and collaboration.

Steps to Integrate 6sense with Your CRM

1. Connect 6sense to CRM: Use native integrations or APIs to link your CRM system with 6sense’s platform.
2. Sync Data: Ensure data synchronization between both platforms to have consistent updates on lead information, activity, and behavior.
3. Set Up Automated Workflows: Create rules that trigger actions based on 6sense’s predictive insights, such as scoring updates or task assignments for sales reps.
4. Monitor and Adjust: Continuously review the integrated workflows and analytics to optimize the system for better performance.

Integrating 6sense with your CRM isn’t just about collecting data; it’s about making that data actionable at every stage of the sales funnel. The more integrated your systems are, the more responsive your team can be to high-potential leads.

Example of a Lead Management Workflow

Step	Action	Outcome
1. Lead Identification	6sense analyzes intent signals and identifies high-value leads.	Leads with strong buying signals are flagged in the CRM.
2. Lead Scoring	6sense scores leads based on their engagement and intent data.	Sales reps receive leads ranked by priority.
3. Automated Outreach	Marketing automation sends targeted content to the leads.	Leads are nurtured with personalized campaigns.
4. Sales Engagement	Sales reps are notified when leads are ready to engage.	Higher chances of conversion through timely and relevant outreach.

Maximizing Your Advertising Budget with 6sense’s Targeting Capabilities

With the increasing complexity of digital marketing, optimizing your advertising spend has become a necessity. 6sense offers powerful targeting tools that enable businesses to make the most of their budget by focusing efforts on high-potential prospects. By leveraging intent data and AI-driven insights, marketers can identify and engage the right audience at the right time, ensuring every dollar spent works efficiently.

By utilizing 6sense’s advanced targeting features, companies can fine-tune their marketing strategies and ensure they’re delivering the most relevant ads to the most receptive customers. The platform's capabilities help improve return on investment (ROI) and reduce wasted ad spend. Here’s how it can be done:

Key Benefits of 6sense Targeting Features

• Intent Data Analysis: 6sense analyzes signals from across the web, identifying prospects showing intent to purchase. By focusing on this data, marketers can prioritize high-intent leads.
• Account-Based Marketing (ABM): 6sense allows you to target specific accounts rather than broad audiences, making it easier to allocate resources to high-value opportunities.
• Cross-Channel Targeting: The platform integrates seamlessly with various ad networks, enabling you to deliver consistent messaging across multiple channels.

Maximizing ad spend effectiveness means targeting the right people, at the right moment, on the right platform. 6sense’s targeting capabilities make this a reality.

Optimized Advertising with 6sense: Key Strategies

1. Segmenting Your Audience: Define and segment your audience based on intent signals, firmographics, and engagement history to ensure your ads reach the most relevant individuals.
2. Dynamic Budget Allocation: Allocate your budget dynamically across high-performing accounts and segments, adjusting in real-time based on data insights.
3. Continuous Monitoring and Adjustments: Use 6sense’s analytics to track performance and make necessary adjustments, ensuring that your advertising spend remains efficient and effective.

Comparison of Targeting Approaches

Targeting Approach	Traditional Advertising	6sense Targeting
Focus	Broad audience	High-intent, specific accounts
Data Use	Limited data	Intent and engagement signals, AI-driven insights
Optimization	Manual adjustments	Real-time dynamic adjustments based on performance

Tracking Account Engagement Across Multiple Channels with 6sense

Effective account-based marketing (ABM) requires a comprehensive understanding of how target accounts engage across different touchpoints. With 6sense, marketers gain access to a unified platform that tracks interactions from multiple channels, ensuring a holistic view of account behavior. This approach allows teams to prioritize high-value leads and tailor marketing strategies based on real-time insights from various sources, including web visits, email responses, social interactions, and advertising engagements.

By consolidating engagement data across these diverse touchpoints, 6sense provides a powerful tool to create data-driven campaigns. Marketers can pinpoint exactly where each account stands in the buyer’s journey and adapt their tactics accordingly, ensuring that every interaction is meaningful and timely. The ability to track cross-channel engagement is crucial for achieving higher conversion rates and more efficient use of resources.

Key Features of Tracking Account Engagement

• Multi-Channel Visibility: 6sense aggregates data from web, email, social media, and paid advertising platforms, giving marketers a comprehensive view of account engagement.
• Real-Time Updates: Get immediate insights into any changes in account behavior, enabling swift adjustments to campaigns and outreach efforts.
• Advanced Segmentation: Segment accounts based on their level of engagement across various channels to refine targeting strategies and prioritize high-intent accounts.
• Predictive Analytics: Leverage predictive models to anticipate which accounts are most likely to convert, based on their interactions across multiple touchpoints.

Engagement Metrics by Channel

Channel	Engagement Metric	Actionable Insight
Website	Page views, time spent, bounce rate	Identifies accounts showing interest in specific product features or services.
Email	Open rates, click-through rates, response time	Helps prioritize accounts engaging with key content or offers.
Social Media	Likes, shares, mentions	Reveals accounts discussing relevant topics or expressing brand interest.
Paid Ads	Impressions, clicks, conversions	Indicates account readiness and interest based on paid campaign interaction.

Important: 6sense tracks engagement data in real-time, allowing teams to act on the most current insights, optimizing campaigns for maximum impact.

Enhancing Lead Scoring with 6sense's Data Insights

Effective lead scoring is essential for sales teams to prioritize and engage with prospects who are most likely to convert. By integrating 6sense into your marketing strategy, you can leverage data-driven insights to refine your lead scoring system, ensuring that your team focuses on high-potential leads. The platform offers robust analytics that help identify which behaviors and attributes correlate with higher conversion rates, allowing for smarter decision-making.

6sense's AI-powered tools continuously monitor and analyze buyer intent signals, historical data, and engagement patterns. By utilizing these insights, businesses can adjust their lead scoring models, optimize marketing campaigns, and streamline sales efforts. This results in a more efficient lead nurturing process and increased ROI.

Key Components of Data-Driven Lead Scoring with 6sense

• Intent Data: 6sense captures signals indicating the likelihood of a prospect's intent to purchase, allowing teams to prioritize leads who are showing interest in relevant topics.
• Behavioral Insights: By tracking the prospect's online activities, the platform identifies actions that indicate high purchase intent, such as website visits or content interactions.
• Firmographic Information: 6sense also factors in company size, industry, and other firmographic data to assess whether a lead fits the ideal customer profile.
• Engagement History: The platform evaluates how often a lead interacts with marketing content, indicating their level of interest and engagement.

By combining these data points, 6sense allows marketers to develop more accurate lead scoring models, which improves targeting and efficiency in the sales pipeline.

Optimizing Lead Scoring with 6sense's AI

1. Data Collection: First, gather all relevant data from both internal and external sources to create a comprehensive picture of each lead.
2. AI Analysis: 6sense's AI engine processes this data and identifies patterns and correlations that indicate lead quality.
3. Lead Scoring Adjustment: Based on AI-driven insights, update your scoring models regularly to reflect the most current data and trends.
4. Targeted Engagement: Use the refined lead scores to focus on high-potential leads with personalized outreach strategies.

Lead Attribute	Impact on Lead Score
Intent Data	High
Behavioral Signals	Medium
Firmographics	Low

How 6sense Streamlines Marketing Operations and Minimizes Manual Effort

6sense is a robust solution designed to automate and optimize marketing workflows, making the process more efficient and less reliant on human intervention. By leveraging artificial intelligence and predictive analytics, it helps businesses streamline their marketing strategies, allowing teams to focus on higher-value tasks rather than manual data management. Automation tools provided by 6sense not only save time but also enhance the accuracy of marketing decisions by providing data-driven insights in real time.

The platform offers a range of features that reduce the manual effort involved in lead generation, campaign management, and analytics reporting. Through advanced AI, it can predict buyer intent and prioritize leads, ensuring that marketing teams engage with the most promising prospects first. Additionally, 6sense integrates seamlessly with other marketing technologies, creating an ecosystem where data flows smoothly between platforms, minimizing the need for human input in routine tasks.

Key Features of 6sense's Automation Capabilities

• Lead Scoring and Prioritization: Automatically assigns scores to leads based on their behaviors and engagement signals, allowing teams to focus on high-potential prospects.
• Campaign Optimization: AI-driven insights continuously optimize ongoing campaigns, ensuring marketing efforts are always targeted and effective.
• Real-time Analytics: Automated reporting systems provide up-to-date performance metrics, freeing teams from manual data collection and analysis.

These features significantly reduce the manual workload for marketing teams, enabling them to execute campaigns with higher efficiency and precision. The result is a more agile marketing approach that is not only less time-consuming but also more impactful.

“By automating routine tasks, 6sense allows marketing teams to focus on strategy and creative development, significantly enhancing overall productivity.”

Comparison: Manual vs Automated Marketing Workflows

Aspect	Manual Workflow	6sense Automated Workflow
Lead Scoring	Time-consuming manual scoring based on basic criteria.	AI-driven, dynamic lead scoring based on real-time data.
Campaign Management	Requires constant monitoring and manual adjustments.	Automated optimization of campaigns based on ongoing performance.
Reporting	Manual collection and analysis of data.	Real-time automated reports with actionable insights.

By automating these core tasks, 6sense significantly reduces the time and effort spent on administrative work, enabling marketing teams to be more strategic and results-focused.

Optimizing Content Strategy with 6sense’s Buyer Intent Data

Leveraging buyer intent data from 6sense allows marketers to refine their content strategy by targeting the right audience with personalized messaging. By analyzing the behavior and signals of potential buyers, businesses can tailor their content to meet the specific needs and interests of these prospects at every stage of the buyer's journey. This approach enhances the relevance of content, which increases engagement and conversion rates.

6sense’s platform provides actionable insights that help identify buyer intent signals early, enabling marketers to create content that resonates with high-intent accounts. With the ability to segment audiences based on these signals, teams can focus their efforts on producing content that drives results and fosters stronger connections with prospective buyers.

How to Use Buyer Intent Data to Drive Content Strategy

• Segment your audience: Use 6sense’s data to categorize leads based on their buying signals. This ensures that content is directed at the right stage of the buyer’s journey.
• Create targeted content: Develop content tailored to specific buyer needs, whether it's awareness-stage blog posts or detailed product comparisons for decision-makers.
• Prioritize high-intent accounts: Focus your efforts on accounts that show signs of readiness to buy, delivering them the most relevant and timely content.

“By aligning content with buyer intent data, businesses can effectively engage high-potential leads and significantly improve conversion rates.”

Types of Content to Create Based on Buyer Intent

Buyer Intent Stage	Content Type	Goal
Awareness	Blog posts, Infographics, Educational Videos	Educate and raise awareness about a problem or solution
Consideration	Case Studies, Webinars, Product Demos	Show how your product or service can solve the problem
Decision	Product Comparison Guides, Reviews, Testimonials	Provide proof of value and encourage final decision-making

By using the buyer intent data from 6sense, marketers can ensure that content is not only relevant but also aligned with the buyer's current stage in the decision-making process. This leads to a more efficient and effective content strategy that drives better results across the sales funnel.