6sense Review

I think that one of the business problems was delivering insights across a massive organization within a timely manner. One of the simplest aspects of the tool that I think is also the most impactful is the alerts feature. You're basically able to create an audience of one account all the way to hundreds of accounts and receive alerts on a daily basis or a weekly basis or whatever cadence you set on that particular account and how they're interacting with your website or how they're interacting with things that might be relevant to your sale. You're also able to share those across departments. Marketing gets those insights, but also sales gets those insights. That helps you to really align around a central idea.

Anonymous is kind of like air quotes, right? Because if you're scrappy enough you can usually figure out what the truth is behind the anonymous piece. I think that anonymous data also helps you to kind of take the temperature of an account. Maybe you don't know where that data is coming from, but the frequency that it's basically happening at. If all of a sudden anonymously at an account you're seeing there's a really high uptick in some kind of a competitive solution or solution that you offer or whatever that might be, you might not necessarily know who it's coming from, but you can understand what I always say is the temperature of the account.

One thing I'll say about this that I don't know if I've said already is that with that AI-enabled predictive piece, one thing that I don't think is always top of mind for traditional demand generators and should be top of mind for anybody who is looking at account-based marketing is the predict or that journey across the funnel, it's dynamic. They're not just going from awareness to consideration to decision to purchase. They might move back and forth dynamically across the funnel at any given point in time. If maybe there were a ton of conversations going on internally and there's a lot of excitement about a new benefit solution or a new engineering solution, but then who knows? Maybe there was a conversation about budget and it started to kind of fall off and the queries online as anonymous activities started to wane a little bit, maybe they moved back into awareness, so the AI component of 6sense lets you see not just their journey down the funnel, but their journey across so you can deliver content that might be relevant to sort of reengage and really meet them where they're at.