Six Ways to Turn Buyer Insights into Revenue with Outreach & 6sense

Introduction

When reps are overloaded with non-selling tasks or insufficient pipeline coverage, sales teams experience quota shortfalls and high turnover rates. On top of that, there’s constant pressure on sales and marketing to stay aligned.

To meet revenue goals, sellers need to better decipher buyer engagement signals from prospects, increase efficiency and effectiveness, and bridge communication with marketing to close the Sales Execution Gap – the crucial gap between the potential revenue of an organization and the actual revenue it achieves.

While sales and marketing have long relied on intent data to unlock consumer behavior insights (via activities that indicate interest in a product, like downloading a whitepaper, opening an email, or signing up for a webinar), sellers haven’t been able to capture buyer signals at earlier stages in the buyer journey.

But now, the Outreach and 6sense integration offers centralized visibility into previously untapped buyer signals. The integration delivers 6sense’s rich AI insights to sales reps without ever having to leave the Outreach platform.

With improved outreach, better buyer insights, and a clear plan for pipeline coverage, sellers can (finally!) focus on what they do best – selling.

Here, we’ll explore six ways Outreach and 6sense helps you action intent data and transform insights into revenue:

1. Empower reps all-in-one functionality
2. Synchronize efforts between sales and marketing teams
3. Avoid missed opportunities by pulling leads from the Dark Funnel™
4. Keep high-intent opportunities front and center
5. Facilitate more productive conversations in real time
6. Gain an edge on competitors

Empower reps with all-in-one platform functionality

How many web browser tabs do you have open right now? When buyer information is spread across multiple platforms, vital information and insights can be overlooked — leading to missed insights and derailed deals.

Research from Forrester reveals that sales reps only spend 23% of their time in core selling or direct engagement selling activities. Much of that remaining time is often spent updating or referencing key buyer information across disparate systems. That’s a lousy way to spend time, and it dramatically reduces effectiveness.

With the Outreach and 6sense partnership, sellers can avoid jumping from platform to platform. Everything you need is in the same location where prospecting takes place. You can directly add prospects and customers to the best Outreach sequences based on buying intent signals and AI insights without having to toggle between systems.

Synchronize efforts between sales and marketing teams

Most sales and marketing teams struggle to stay perfectly aligned, leading to duplicated efforts or missed opportunities. With the 6sense integration, teams can communicate effectively, eliminate inconsistent messaging, and streamline workflows that ultimately help win more deals in record time.

Instead of collecting information spread across different platforms, sales and marketing can share all the same intent data and AI insights directly in Outreach. Now, prioritization and messaging stays consistent between teams, increasing efficiency and simplifying workflows.

When sales and marketing work together, teams are better positioned to build highly qualified pipeline, ensuring sellers engage accounts at the right time, in the best format possible.

Avoid missed opportunities by pulling in leads from the Dark Funnel™

Is your current sales process overlooking signals from marketing-qualified leads? If your sales team is missing actionable prospect data in the Dark Funnel — aka highly relevant buyer research activity and intent signals generated anonymously on third-party websites and social networks — you’re missing out on potential buyers and revenue opportunities.

Outreach with 6sense leverages third-party intent data to detect buyer signals via the Dashboard/Hot Accounts to Work Today function. 6sense AI identifies behavioral patterns that match those exhibited by your current customers at the awareness and consideration stages. Daily updates display your most qualified leads and show when to engage during early buying stages, increasing the productivity of your sales teams.

As buyers conduct research online, they leave a digital trail of data that — when detected, identified, and analyzed — can help sales organizations personalize interactions and offerings to meet customers’ expectations, Forrester research reveals. Armed with these illuminated details, sellers can personalize interactions and offerings to meet customers’ expectations.

Today’s B2B buyers spend more energy on pre-purchase education than ever before, and sellers need to utilize AI to engage them at precisely the right moment. By the time a prospect actively interacts with your sales team, they may have already spent considerable time on your website, poring over your ungated materials or performing other due diligence.

Identifying accounts in the Dark Funnel and understanding where buyers are in the purchase journey empowers sellers to easily identify account fit and their readiness to engage.

Keep high-intent opportunities front and center

Sellers tend to make two missteps when guiding prospects through the sales funnel: wasting time on accounts that aren’t ready for an opportunity … and dropping the ball when they are.

With the Hot Accounts Dashboard, sales managers can sort contacts and accounts by buying stage (Awareness, Consideration, Decision, or Purchase). This view shows who is closest to opening an opportunity, so the seller knows to target them first.

The Outreach and 6sense integration frees up time so sellers can focus on what’s most important — selling — and prevents them from approaching the customer before they are ready

Facilitate more productive conversations in real-time

When it comes to making the sale, sellers must hit that magic combination of engaging with the right person at the precise moment they are ready. If not, the deal can be lost.

6sense surfaces deep account insights so sales reps can easily personalize sequences to optimize opportunities. Without leaving the Outreach platform, sellers can use the Insights feature to identify individual buyer signals such as website visits, location, the most frequented pages on your site, and more.

Sellers can also quickly reference the task list to see the keywords prospects are researching and use those insights to craft personalized conversations during client calls. Information can also be filtered by role, department, degree of engagement, and recency of engagement. This helps sellers precisely target and solve buyers’ pain points.

The Outreach and 6sense integration makes it easy to identify in-market accounts and leverage AI insights to proactively address what matters to buyers. This superior buying experience leads to increased conversion rates and maximizes revenue potential.

Gain an edge on competitors

Seller effectiveness depends on knowing what competitors are doing to beat them to the deal.

The Activities tab uncovers who prospects are engaging with, highlighting keywords they are searching (including your competitors’), and displaying other actions they are taking. Armed with this knowledge, you can build personalized Outreach sequences and understand which of your products or services they may find most useful.

Knowing which competitors your prospects are researching helps you create dedicated sequences and adjust messaging to proactively explain how your organization is better suited for their needs.

By using AI and machine learning to capture actionable data, sellers can prioritize the opportunities that have the highest likelihood of closing. Now, they can make every interaction count. Together, Outreach and 6sense provide sales and marketing the power to seal the Sales Execution Gap and drive revenue — all in one platform.