Item: 6sense
Rating: 10
Author: Aristomenis Capogeannis

Overall Satisfaction with 6sense

Use Cases and Deployment Scope

We use 6sense cross-org for deep analysis of account engaging on our site, curation of named accounts lists, targeted display, personalization via the web api, and lead scoring via intent and engagement metrics. This supports everything from demand generation through sales close of business.

Pros and Cons

Pros

Easy plug and play of "real" data into Salesforce and the CRM.
Easy data grab via the web api for matched accounts to plug personalization into the site and other tech–many with built in 6sense integration already.
Easy segment creation around any filtering your imagination can drum up.

Cons

There is no user guide. Expect to do some work to learn the ropes.
The data you get, as with anything, is largely dependent on understanding your existing environment and data. Garbage in = garbage out. Clean and understand your house before implementing.
Use of the web api for anything that does not have an existing 6sense integration requires some technical web development knowledge.

Return on Investment

Increased on site engagement 25%.
Cut time to close 50%.
Constant churn mitigation by analyzing research behaviors of our install base.

Account Identification

6sense has taken us beyond vanity metrics ("100,000 sessions this month") and show true, meaningful, actionable data ("target account Widget Co. from US Bay Area 1 was on the blog consuming information on product X") allowing our SDRs and AEs to prospect in a targeted, intelligent manner, with bolt-on digital marketing activities in kind directly enabling and empowering our sales process.

AI-Powered Predictions

We've leveraged 6sense data to go beyond the MQL and create a Lead Class system based on account engagement and contact intent. This allows our lean SDR team to perform in an Allbound manner, spearing both inbound and outbound leads efficiently versus waiting on Marketing to provide MQLs and start the finger pointing game when things are at a lull. Site traffic and engagement drops during societal noise periods no longer look as daunting as instead of a steep overall drop in engagement we can see the level of engagement from actual in-market accounts pulled out from that noise.

Alternatives Considered

I am an avid MarTech enthusiast. In the 6sense space, I've used or piloted Bombora, SalesLoft, TrustRadius, Engagio, Infer, DemandBase and beyond.

Key Insights

Do you think 6sense delivers good value for the price?

Yes

Are you happy with 6sense's feature set?

Yes

Did 6sense live up to sales and marketing promises?

Yes

Did implementation of 6sense go as expected?

Yes

Would you buy 6sense again?

Yes

Likelihood to Recommend

6sense is fantastic for getting your marketing/sales alignment beyond the "MQL" by leveraging real account engagement and lead intent data in bubbling up who to spear rather than sitting and hoping someone consumes a set amount of content beyond a finish line. One should note that the digital ad component is not a replacement for mass digital advertising, but for targeted account plays. It does not replace something like RollWorks or Google Display Ad campaigns. It is intended as a better marketing technique option to allow the user to be much more targeted in their efforts putting spend toward in-market accounts rather than spray and pray.

Evaluating 6sense and Competitors

Products Replaced

Key Differentiators

Scalability
Integration with Other Systems
Ease of Use

Evaluation Lessons Learned

I would do a better job of involving Sales from the ground up rather than approaching his as if I were buying "marketing technology" then working on organizational adoption after.

6sense Support

Support Rating

This product and its team are very agile, and looking to grow/scale with their customers.

Using 6sense

Usability

Like any MarTech, you will need to devote some time to champion it and get the ROI that you want out of it. It's there, but you will need to put in the work.

Comments

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