Account-Based Marketing

Unifies data management and omnichannel engagement in a single canvas to help revenue teams drive predictable growth at scale SAN FRANCISCO – March 25, 2025 – 6sense®, the leading platform revolutionizing B2B revenue generation, today announced the launch of 6sense® Intelligent Workflows, a new product encompassing Audience and Data workflows that centralizes omnichannel engagement and […]

Summary and key findings Summary While ABM adoption is increasing, measurement practices are lagging, with most marketers still relying on traditional metrics such as leads and MQLs. This reveals a lack of alignment between what marketers are doing (ABM) and what they are measuring. Despite this, there are signs of progress, such as increased measurement […]

Summary & key findings Summary For the second year, our research finds that marketing teams with account-based practices achieve better outcomes. These teams report better and more consistent financial results, and are more satisfied with their teams’ performance. High performers are aligned with sales on cohorts of strategically chosen accounts, address buying groups rather than […]

What is anonymous website visitor identification? Studies show that only 3-4% of B2B visitors fill out forms on websites. Even among actual buyers from target accounts, only about 20% fill out forms.  That leaves B2B businesses left in the dark when it comes to capturing 80% of potential revenue opportunities. That’s why identifying anonymous website traffic is […]

Introduction In our recent look at the differences between account-based practices in EMEA and North America, it was no surprise that General Data Protection Regulation (GDPR) made the list. While companies covet the proven results of an account-based approach, they’re also concerned — and often a little confused — about how a deanonymizing go-to-market machine complies with privacy-based […]

  ABM has always been about precision—knowing the right accounts, the right moments, and the right messages. But as technology evolves, so do the strategies that drive success. With AI, personalization at scale is becoming a reality, while brand-led demand generation is proving more critical than ever. In this episode, hosts Saima Rashid and Adam […]

In this episode of Science of B2B, Kerry Cunningham breaks down the Marketing to Sales Value Chain — the process of aligning marketing and sales around buying groups to create more effective revenue strategies. Kerry explores how organizations can leverage intent data, identify active buying groups, and ensure that sales teams engage the right people […]

Welcome to the most anticipated matchup in revenue generation history. Today’s championship game pits the Spray-and-Pray Sharks against the Precision Predators in a battle that will define the future of pipeline building and deal closing.  The Sharks are champions of the old school — masters of high-volume outreach, batch-and-blast marketing, and the “throw enough at […]

CONGRATS, you’ve made it to the FINAL level of Level Up! ABM EXPERT STATUS UNLOCKED. But like every good video game, there’s one last level. You know how to execute ABM campaigns, but how do you measure them? It’s time marketing and sales teams focus on different key performance indicators than traditional B2B marketing KPIs […]

LinkedIn’s 800 million members and 310 million active monthly users hail from countless industries and disparate roles … all of which represent a wide spectrum of business interests and concerns. If you want people to actually listen to you at this party, you don’t bring a megaphone. You need precise messaging and targeting — saying the exact right thing to […]

Introduction For B2B marketers, squeezing every drop of value from your marketing budget is the name of the game. You’re dealing with long sales cycles and complex buying journeys, so making sure you’re hitting the right accounts with the right message at the right time is mission-critical. And let’s be honest, for most B2B companies, Google Ads eats […]

Account-based experiences (ABX) and account-based marketing (ABM) have become the cornerstones of many a modern B2B strategy — but implementing these effectively remains a significant challenge for organizations. This transition requires more than just new tools and tactics; it demands a fundamental shift in how companies think about pipeline generation, customer engagement, and revenue operations.  […]

Welcome to level seven! The best ABM approaches blend personalization with orchestration. It’s like choosing the right character and mastering their moves. During this session, experts from 6sense and Mutiny will teach you how to create best-in-class personalization experiences for your audience, in addition to:

  Gone are the days when marketers relied on broad, generic campaigns in hopes of catching a few leads. There’s a better way: focusing on the right accounts with a more targeted and strategic approach. In this replay episode, Casey Carey, CMO at TCP Software, discusses the process of shifting from traditional lead-based sales to […]

In this installment of our Level Up webinar series, we’re giving you the inside scoop on how the experts craft best-in-class content strategies for ABM.   Content marketing pros Adam Kaiser, 6sense’s VP of Growth and Brand Marketing, and Pete Lorenco, VP of Marketing at PathFactory, talked shop and shared best practices for strategic content creation […]

In levels three through five, you learned how to execute an ABM campaign from start to finish and what content is best to use. Now you’ve likely got a few questions about how to successfully execute digital advertising within your ABM strategy. In this session you’ll learn:

6sense’s programmatic advertising is a game-changer for B2B marketing. Using advanced AI and machine learning, marketers can target the right accounts at the right time, ensuring ad spend is maximized and their efforts are precisely aimed at high-value prospects. Dive into 6sense Advertising and learn how to setup a campaign from start to finish in […]

6sense’s industry-leading native intent network provides users access to a wealth of buyer intent signals. Using these signals, sales and marketing teams can craft hyper-personalized outreach at scale to ensure relevance and maximize efforts. Take an interactive product tour to see where key intent data resides in the 6sense! A step-by-step walk-through is also available […]

We all know that buyers crave personalization. 87% of B2B buyers expect to be wowed with personalization throughout their journey.   Furthermore, companies that focus on personalization see results. According to Forrester, two-thirds of personalization-focused companies reported they saw increased:  But real personalization is hard. That’s because “personalization” isn’t just inserting a “Hi [First Name]” […]

Believe it or not, an effective ABM campaign only needs five steps. In this episode of Revenue Makers, we break down the essential steps in 6sense’s Account-Based Marketing (ABM) framework. It starts with selecting target accounts within your ICP, understanding their position in the buyer’s journey, and then crafting tailored outreach. In our own campaign, […]

You made it to level five! Content is an essential part of every ABM campaign. During this session hear content marketing experts discuss:

In this installment of our Level Up webinar series, we’re moving from conceptual ABM strategies to a real-world success story.  6sense’s Director of Digital Marketing Kyle Dugan was joined by a panel to talk about Flexential’s collaborative ABM effort that yielded impressive results.   Let’s get right to the good stuff.  Setting the stage: Flexential’s ABM […]

We’ve already shared the benefits of ABM, real-world wins, and how to overcome seller reluctance. Now, we’re diving into the nuts and bolts of building a successful ABM strategy.   In this installment of our Level Up webinar series, Kyle Dugan, Director of Digital Marketing at 6sense, breaks down the formula that forms the backbone of […]

Launching and maintaining a successful ABM strategy requires full-buy in from the sales team. Teams with tighter alignment are 67% more effective at closing deals.  In this installment of our Level Up webinar series, we invited experts to share experience overcoming seller objections to an account-based sales and marketing approach, and real-world results they’ve seen […]

Traditional manufacturing sales and marketing approaches are falling short. The time-honored practices like door-to-door sales and trade show networking are becoming increasingly unsustainable as companies expand their global reach.  The modern marketplace demands a more sophisticated, efficient, and targeted approach — one that Account-Based Marketing (ABM) provides.   By using robust data and enhanced personalization, a […]

Level four unlocked! After level three, you know the benefits of going account-based and what components make up a best-in-class account-based marketing (ABM) strategy. Now it’s time to learn how to build and execute an ABM campaign. Hear from the experts at Flexential and ROI·DNA on how they followed the 5-step account-based formula to execute […]

In level two, you heard the benefits of adopting an account-based strategy and getting your sales team onboard, but now you’re probably wondering what it means to “do ABM.” In this session, Kyle Dugan, 6sense’s Director of Digital Marketing will walk you through the 5-step account-based formula to help guide your ABM strategy and execution:

  You’re not dreaming. You’ve made it to our third episode featuring Saima and Adam imparting their wisdom, sans-guest. And if you thought this third installment couldn’t top the last, think again. We’re diving into ABX and ABM measurement—the essential metrics that can help marketers gauge the success of their campaigns. From leading indicators like […]

As marketers, we’re constantly seeking ways to cut through the noise and stand out in crowded inboxes.   6sense’s Conversational Email (CE) is redefining the possibilities of email marketing — especially when integrated with HubSpot CRM. This powerful combination is helping businesses achieve staggering results by taking marketing automation to the next level through AI-powered personalization.   […]

  Traditional MQL-based marketing is a relic of the past. It’s time to shift gears and embrace the new era of account-based marketing (ABM). In this episode, Jack Speyer, Director of Marketing Operations at Iron Mountain, shares how they transitioned from MQL metrics to a robust ABM program that delivers over 20x ROI. Don’t miss […]

What is AI in account-based marketing (ABM)? Account-based marketing (ABM) has emerged as a powerful strategy to target and engage high-value accounts, but the transformative power of AI can further amplify its effectiveness. With the potential of AI-driven ABM strategies to increase conversion rates through the better targeting and engaging of high-value accounts, it’s a […]

Introduction Unlike broad marketing strategies that cast a wide net to capture as many leads as possible, account-based marketing (ABM) is like spearfishing — it targets high-value accounts with precision, aligning marketing and sales efforts to penetrate key accounts deeply. By focusing on high-value accounts, ABM allows teams to personalize their outreach strategies, creating more […]

Congrats on making it to level two! In level one, you learned the benefits and business value of adopting an account-based strategy. You may feel ready to go account-based, but have you convinced sales yet? Sales team alignment is essential for building a successful account-based strategy. In this session, you’ll learn:

What does it take to make the move from traditional marketing to a successful ABM program? In the second installment of our Level Up webinar series, we invited a panel of industry experts to share their real-world experiences and the tangible business results they’ve achieved through ABM.  Moderated by Adam Kaiser, VP of Growth & […]

Are you tired of spending endless hours compiling target account lists and manually segmenting your audience based on limited data? Well, say goodbye to guesswork and hello to smart audience building. 6sense is a painkiller for B2B revenue teams. With our cutting-edge technology, you can now create dynamic, continuously updated lists of target accounts based […]

Aligning sales and marketing efforts has never been more crucial.   In our first Level Up webinar, 6sense experts Latané Conant and Kerry Cunningham delved into the transformative power of account-based strategies, emphasizing how they can streamline processes and drive better results for B2B teams.  Here’s a recap of their chat.  The ABM imperative  According to […]

Swimmers have their shark-skin suits; marketers now have generative AI email assistants. Both reduce friction and increase speed.  Just as Olympians adopt new training methods and technology to set records, marketers must also continuously refine their strategies and tools to achieve a competitive edge and peak performance.   Ready to learn how AI-assisted email campaigns can […]

It takes a lot of rigorous training and strategic execution to outshine the competition and reach peak performance. It’s true for the Olympians, and it’s just as true for account-based marketers.   And just like every athlete that makes it to the Olympics has already accomplished something incredible, revenue teams that follow account-based practices reap great […]

6sense and LeadCoverage join forces to provide industry expertise on how marketing and sales professionals can achieve team buy-in, and set up a crawl/walk plan.

Account based marketing team The success of ABM hinges not just on the strategy itself, but critically on the people behind it—the ABM team. Here we explore the key roles that make up an effective ABM team and how each contributes to the overall success of your marketing efforts. From strategic oversight to creative input […]

ABM job description ABM stands out as a strategic approach that aligns sales and marketing efforts to target key accounts, making the role of ABM professionals pivotal to organizational success. Understanding how to articulate the responsibilities and expectations in ABM job descriptions is crucial not only for attracting the right talent but also for ensuring […]

Introduction The ABM Manager plays a pivotal role, steering the course of marketing efforts to ensure they are closely aligned with the high-value needs of specific accounts. This specialized position is crucial for organizations looking to foster deeper, more profitable relationships. On this page, we will delve into the multifaceted responsibilities of an ABM Manager, […]

ABM interview questions Whether you’re a hiring manager seeking to find the perfect candidate or an HR professional aiming to refine your interviewing techniques, the right questions can make all the difference. Our carefully curated list of interview questions is designed to help you assess candidates’ strategic, operational, and interpersonal skills specifically tailored for an […]

Why Go Account-Based? Join Latané Conant, 6sense Chief Revenue Officer of 6sense, and Kerry Cunningham, 6sense Head of Research & Thought Leadership as they cover: ABM Success Stories In Level 1’s second webinar, our customers share why they made the leap to ABM and the business impact they’ve seen. During the roundtable, you’ll:

When it comes to the adoption of Account-Based Marketing, it’s all over but the shoutin’. These days, about 95% of B2B companies report having an ABM program. After years of preaching ABM’s virtues, we evangelists can finally take a breather.   Then again, ABM adoption doesn’t mean ABM success. Of the companies surveyed above, only […]

Introduction Many how-to guides teach you how to effectively sell your product to other organizations or individuals. This is a different kind of sales guide. In this how-to, you’ll learn how to sell to your own team, showing your teammates how the right ABM solution will help them reach — or exceed — business goals. We’ll cover every […]

APAC marketing refers to marketing strategies and activities specifically tailored to the Asia-Pacific (APAC) region, which includes countries such as China, India, Japan, South Korea, Australia, and more.   APAC is made up of diverse cultures, languages, economic stages, and consumer behaviors, making it essential for marketers to adopt localized strategies to effectively engage with different […]

6sense’s Revenue AI for Marketing provides marketers with next-level insights and recommended actions generate high-quality pipeline, backed by intent data and predictive analytics. In this demo, we’ll showcase a real-life example of how the 6sense marketing team used 6sense to execute a campaign focused on raising awareness for their contact data offering for sales. Interested […]

ABX is a holistic, customer-centric approach that focuses on delivering personalized experiences to key accounts throughout their entire lifecycle. ABX aims to engage, convert, and delight high-value accounts by leveraging data-driven insights and aligning cross-functional teams.   In the ever-evolving landscape of B2B marketing, companies face numerous challenges in their quest to deliver personalized, engaging experiences […]

We don’t have to tell you that qualified leads are essential for driving revenue growth. But the traditional method of lead qualification has long relied on an archaic and often arbitrary system — revenue teams manually assign scores to leads, using basic demographic and behavioral data. This leaves lots of room for bias and error.  […]

  The art of gifting is not just about thoughtfulness—it can be a strategic powerhouse in the world of revenue generation. In this episode, which may prove to be the gift that keeps on giving, Kris Rudeegraap, CEO of Sendoso, unwraps the surprising might of personalized gifting in driving meaningful business connections. Explore the innovative […]

ABM is a winning strategy for B2B. But without the ability to scale the personalized approach, an organization can’t reap the benefits. In this webinar, we’ll show you the tools you need, and how to use them to build an effective ABM strategy and adopt it across your business. Hear from Talmage Egan, Director of Demand […]

You’ve likely heard about intent data, but may have a few questions. Whether you’re feeling skeptical about what intent data actually reveals or how it helps your revenue organization, you won’t want to miss our roundtable with experts from 6sense, G2 and Bombora. In this webinar, you’ll learn:

  Transforming revenue isn’t just about cold calls and content—it’s about having the audacity to try something new and alignment with your goals. In this episode of Revenue Makers, Saima Rashid and Adam Kaiser chat with 2X CEO Domenic Colasante, about how he is boldly reimagining marketing tactics. Colasante’s approach with 2X highlights a crucial […]

“6sense’s powerful ability to trace the activity and engagement from the org across our portfolio has been instrumental in understanding which accounts are more likely to convert.” —Sr. Product Strategist at a leading technology publisher When the economy sours, ad spending is usually one of the first casualties — and that can punch a hole […]

  Changing how you make money isn’t just about trying lots of things – it’s about being precise and purposeful. Alex Olley, CRO and co-founder of Reachdesk, reveals how they boosted their success by focusing on a small, carefully chosen group of accounts. Staying successful in a constantly changing market means staying focused and using […]

Even industry giants sometimes stumble when deploying an Account-Based Marketing strategy. ABM’s targeted tactics can resonate deeply with high-value financial services buyers — but only if you match messaging and audiences with strategic precision.   In our recent webinar, “Smarter Ad Targeting with ABM in Financial Services,” we explored the nuances of ABM in the […]

Introduction Reading Time: 139 words, about 1 minute Not all purchases are the same. Our recent look at the B2B buyer experience revealed the differences that occur across these different types of purchases: Our research revealed that the purchase of new capabilities differed from the three other categories in the following ways: Read on for […]

Account Identification is the first step toward unlocking the full power of account-based marketing and sales. One basic form of account identification is the ability to detect which accounts are visiting your website, which helps you hone in on them as promising sales prospects. But that only reveals which accounts are already exploring your website.  […]

Driving Alignment in Marketing & Sales with Stefano Iacono, Director of EMEA Marketing Account-Based & Field Marketing with Alura Roe, Sr. Manager, ABX Digital Marketing & Advertising​ with Kyle Dugan, Director, Digital Marketing Sales Prospecting with Christian Webb, Lead BDR Marketing Operations with Lauren Skinner-Johnson, Sr. Manager, Marketing Operations

In this video, Courtney Smith, 6sense Senior Product Marketing Manager, discusses the tactics our marketing team use for find “red accounts,” how we segment within 6sense, and how we take action to drive results.

6sense’s Revenue AI™ platform is designed to make marketing a more efficient and effective function.   Instead of focusing on generating as many leads of questionable quality as possible, 6sense helps marketers boost their conversion rates — improving marketing ROI and increasing the amount of revenue they drive.   Here’s the Difference: We believe in the “No […]

• What is a B2B Marketing Funnel?; less than a minute• B2B Marketing Funnel Stages; about 2 minutes• How Do You Create a B2B Marketing Funnel; about 4 minutes• Measuring and Optimizing the B2B Marketing Funnel; about 4 minutes• Conclusion; less than a minute Challenges for modern B2B marketers often include: Digesting each of those […]

Measuring Profile Fit, which aligns your ideal customer profile with real-world prospects, can be an invaluable tool in honing your ABM strategy. It enables you to prioritize your best prospects to boost ROI and avoid missed opportunities. Profile Fit is one of the metrics tracked by 6sense Revenue for AI™. Let’s dive deeper into what […]

With 44 countries, 24 languages, and strict privacy rules, the European market is tailor-made for targeted sales and marketing.  So it’s no surprise that B2B businesses embracing account-based marketing (ABM) in Europe are reaping the rewards, including: From growing outbound pipeline and expanding globally, to aligning sales and marketing — here are three companies winning […]

Introduction As financial institutions vie for customers, marketing remains a crucial driver of success and growth in the competitive banking industry.   For banks seeking to gain a competitive edge by optimizing their marketing strategy, this guide will explain: Understanding marketing for banks Marketing for banks encompasses tactics aimed at building trust, educating customers, and driving […]

  OK, so a new tactic for your revenue teams is introduced. It makes total sense. It’s going to make their lives easier (and their bonuses bigger)…why the heck aren’t they adopting it? Casey Carey knows the answer.  On this episode of Revenue Makers, Casey Carey, Chief Marketing Officer at Quantive, shares stories of how […]

Digital advertising campaigns sometimes run the risk of being too generic.  If you target too wide of an audience, you can blow through a budget quickly without generating as much ROI. Target too narrowly, and you might not have enough reach to have any impact. Fortunately for advertisers, Google enables you to use Customer Match […]

Content marketing strategies thrive on their ability to deliver relevant insights about the topics your readers (aka your buyers) care about. Effective content marketing strategies can deliver: But these benefits require your content marketing approach to know what your audience wants to read, and what’s likely to convert them into opportunities. 6sense can help sharpen […]

E-commerce shipments make up over 67% of total manufacturing orders. Not only is e-commerce the largest driver of manufacturing sales, but manufacturing e-commerce is actually the number one category across all e-commerce — including online retail.  Because e-commerce is such an enormous revenue driver across the manufacturing industry, manufacturing e-commerce websites serve an important business […]

Traditionally, executing ABM ad campaigns using Google Ads has been a difficult endeavor. Because those campaigns are based on keywords — and crucially not targeted at certain accounts or buyers — it’s been impossible to ensure that your ad spend is directed exclusively toward your intended audience.  Without the ability to dynamically and precisely target […]

What is ABM? An account-based marketing strategy is a revenue-based marketing approach that targets and engages prospect accounts (aka prospective customers) that are the most likely to quickly win-close, generate the most revenue, or both. The most effective ABM programs require marketing and sales teams to align in lock-step to deliver perfectly timed outreach and […]

Introduction Selling and marketing are harder than ever. Old-school tactics are pushing modern buyers away, leaving revenue teams frustrated, inefficient, and unable to compete. In No Forms. No Spam. No Cold Calls, Latané Conant delivers the recipe for scalable, repeatable, data-driven sales and marketing strategies that work today. In this How To, we provide a practical, […]

Introduction How do you identify your target customers? Do you use data, or rely on generalized personas and guesswork? (Spoiler alert: Data gets better results.) In this guide, we’ll explain how identifying accounts effectively can provide actionable customer insights, reduce sales and marketing waste, and activate more personalized engagement.  It’s hard to take an account-based […]

Product launches offer manufacturers a perfect way to generate buzz among their customers and prospective accounts. Creative marketing campaigns, sales blitzes, promotional offers, and other tactics are all part of the recipe for drumming up interest.  But, how can you demonstrably tell if all that hype actually moved the needle with the right buyers — […]

See inside of the 6sense platform and learn more about the key features that demand gen teams love about 6sense.

See inside of the 6sense platform and learn more about the key features that marketing teams love about 6sense.

Introduction Selling and marketing are harder than ever. Old-school tactics are pushing modern buyers away, leaving revenue teams frustrated, inefficient, and unable to compete. In No Forms. No Spam. No Cold Calls, Latané Conant delivers the recipe for scalable, repeatable, data-driven sales and marketing strategies that work today. In this How-To, we provide a practical, tactical […]

Let’s say you’re a B2B marketer and the fiscal year has just ended. It’s time for you and your team to be assessed on your performance.  You and your team have employed an account-based go-to-market strategy all year. It feels like you’ve contributed to meaningful progress thanks to your tight focus on the best accounts. […]

Ashleigh Ford, Trend Micro Director of Marketing Operations, shares the secrets to her 6sense success alongside Heather Foeh, 6sense Sr. Director of Customer Marketing.

B2B sellers that have adopted account-based marketing (ABM) generate stronger financial results, according to a recent analysis by 6sense Research.  That wasn’t a big surprise — but dig a little deeper and some notable patterns start to emerge. In our latest report — The Impact of ABM and Measurement on Companies’ Financial Performance — our research […]

ABM practices boost performance for B2B revenue teams, but many teams are missing an opportunity. 6sense Research shows the best ROI comes from tracking ABM-specific KPIs and aligning those KPIs to incentive pay.

Launching a new territory is brave, exciting, and — let’s be honest — can be pretty damn scary. You’ll face a plethora of challenges, including lower brand awareness, new audiences, and local regulations … all while battling the usual challenges to get an effective revenue team up and running.  That makes any solution that can […]

Introduction When thinking of ABM, personalization, at the 1:1 level, is often thought of Account-specific messaging is ABM’s jam, and it’s a big departure from the generic mass-marketing of traditional lead-based approaches. The beauty of ABM is its ability to convey the right message to the right business audience at the right time through the right channel. Some ABM programs include 1:1 […]

Revenue generation is 120% more effective when using 6sense to identify and pursue accounts that are in-market and ready to buy.

Introduction Google Ads allows you to promote your products and services when and where people are searching for them. Google receives over 5.6 billion searches per day and over 59% of shoppers use Google to research a product or service before purchasing. Unfortunately, Google Ads provides few standalone capabilities for account-based marketing. By properly integrating […]

Introduction So your organization is ready to take the plunge into Account-Based Marketing (ABM). Great! It’s time to ditch those form-fills brimming with dead-end data, shout a satisfying sayonara to non-converting MQLs, and wave a wonderfully condescending buh-bye to all that wasted time sifting through disorganized, irrelevant leads. But don’t get too cocky. ABM newcomers often think that implementing […]

Learn from CMO Ashley Deibert and Peter Lastowski, Director of Revenue Operations, about the lessons Piano learned along its ABX journey and how to align your sales and marketing teams around rich AI-driven account insights.

Hear key takeaways from ServiceMax about marketing and sales alignment – specifically around account selection, automation, advertising across regions, and gifting, as well as results from the campaign that drove $2M in pipeline.

Learn how to sell to your own team, showing your teammates how the right ABM solution will help them reach — or exceed — their business goals.

The complexities of B2B marketing and sales can leave even the strongest professionals struggling to prioritize their next best actions. Chris Dutton, Head of Marketing Ops and Demand Gen will walk you through how 6sense leverages AI to cut through the noise, glean insights, and create actionable plays that supercharge pipeline.

To take its sales and marketing tactics to the next level, SEI required a full assessment of its technology stack. By applying a data-driven approach and leveraging 6sense to identify and target new business, the SEI revenue team now sees accelerated revenue growth, powered by intent data and analytics. ‘ SEI leveled up their sales […]

It’s time all B2Bers come to terms with the reality that there is no way to tell which MQLs are the ‘good’ ones just by looking at the MQLs themselves.

Learn how Onesource Virtual leverages 6sense’s intent data and predictions to engage buyers throughout the customer lifecycle.

Learn about the additional benefits of using a fully equipped platform to run your marketing, not just a channel.

Discover how world-class revenue technologies can help minimize your ad spend and maximize impact.

Increase the value of your solution for customers and ensure they don’t miss an opportunity to identify and captivate high value traffic.

Patrice Green, CEO at Inverta, tells us what it takes to get to an account-based mindset and execute a successful ABM strategy.

Latane Conant, Chief Market Officer of 6sense, sits down with Erik Matlick, Founder & CEO of Bombora to talk about intent data, the mission-critical piece that’s leveling up Sales and Marketing effort

The recent publication of The Forrester New Wave™: ABM Platforms, Q1 2022 marks another major milestone in the evolution of ABM into a mainstream strategy for B2B marketers and sellers. Find out why in this webinar!

Viral Bajaria, CTO and Co-founder of 6sense, speaks to 6sense’s differentiators, including personalized advertising

Come 2022, cookies will be gone and ABM platforms cannot rely on them anymore. Learn how 6sense will adapt to this new world.

Learn from Viral Bajaria, CTO and Co-founder of 6sense, about why 6sense decides to migrate certain engagement channels into the platform.

Viral Bajaria, CTO and Co-founder at 6sense, walks through our self-service DSP for marketers to build scalable campaigns.

6sense gives marketers next-level transparency into your marketing campaign performance, with both traditional metrics and account-level metrics

In our current economic climate, it seems more challenging than ever to find companies willing to buy our products and services.

It’s hard to effectively express just how amazing attending 6sense’s customer conference Breakthrough can be. The dozens of value-packed customer sessions … the announcements of new groundbreaking 6sense capabilities … the networking and legendary parties … it goes on. But many elements of the Breakthrough experience must be seen to be believed. We’re talking about […]

When it was published two years ago, 6sense CMO Latané Conant’s knockout book on modern ABM and revenue operations — No Forms. No Spam. No Cold Calls. — shook up the revenue landscape. It armed revenue teams with a revolutionary way to connect with customers. The recently released expanded second edition from Wiley features even more […]

Editor’s Note: Heather Foeh is 6sense’s Senior Director, Customer Marketing and Communities. Community. Call me silly, but I’ve always liked the way that there are two m’s in the middle of that word. It’s like a visual representation of its meaning: bringing people together. I’m a connector by nature, so I spend a lot of […]

A recent report from Boston Consulting Group (BCG) revealed that B2B companies lose $2 trillion every year due to inefficient and wasteful sales and marketing processes. To help organizations become a leaner and meaner version of themselves, 6sense has added new capabilities designed to boost your ROI by making it: Conversational Email Transforms Your Email […]

Historically, 60% to 70% of financial services business growth has come from existing customer relationships. Insurers, banks, and asset management firms have been able to use commercial, corporate or group account programs that follow the 80/20 rule: relying on 20% of accounts to generate 80% of business. But nurturing those relationships is far more complicated […]

Lead scoring evaluates potential buyers using predetermined criteria to determine which ones are likely to convert into paying customers.  Traditional lead scoring models rely on manual input from marketers to determine which criteria to use. Predictive lead scoring models use machine learning algorithms and predictive modeling techniques to create an ideal customer profile based on […]

If you need next-level creativity in marketing or to build relationships in sales, there’s no replacement for leveraging the skills of qualified people. But when it comes to decisions based on data, it’s time we leaned into tech. Why? For starters, AI doesn’t take days off. It continually consumes and analyzes datasets to learn, predict, […]

Trade shows are big business. It’s estimated that B2B trade shows in the US will surpass $40 billion in value by 2023. 85% of senior executives say events are critical to their success. The manufacturing industry’s relationship-driven business model makes trade shows even more impactful than other sectors. That said, as a manufacturer, your company needs […]

Learn about the cost savings And business benefits enabled by 6sense Revenue AI, through commissioned research by analyst firm, Forrester.

“For every complex problem there is an answer that is clear, simple, and wrong”. — H. L. Mencken The “double funnel” —  much in the mouths and blogs of B2Bers lately — is one such answer. In a moment, I’ll get into why it is wrong. I’ll start, however, by surveying why it might seem […]

B2B companies throw away $2 trillion every year, says a new report from Boston Consulting Group (BCG). How are they leaving so much money on the table? Wasteful, inefficient, and outdated sales and marketing processes, the report indicates. With threats of a recession looming, B2B organizations can’t keep working like this.   How AI Can […]

In this episode, Kerry speaks with one of the pioneers of account-based marketing in Europe, Peter O’Neil. Kerry and Peter discuss findings from Peter’s most recent research on the state of account-based in Europe. European countries may be behind the North American curve in adoption, but Kerry and Peter discuss how this is in many […]

B2B marketers are under increasing pressure to get the most ROI out of their ad spend. Statistics show that in 2020, there was a 32.5% increase in B2B digital ad spend, largely due to shifts in marketing approaches triggered by the global pandemic. That yearly increase has tapered off, however, and is projected to only […]

For companies in the financial services sector, embracing an account-based marketing approach is the key to gaining a competitive edge. ABM makes it easier for these organizations to: Understanding potential clients at the account level, however, requires sales and marketing to access data in ways that maximize their impact while properly (and legally) preserving customer […]

Being a small or medium-sized manufacturer means your company has to work smarter and more efficiently to reach your buyers. Manufacturing companies, large or small, typically spend less on their marketing efforts than other industries. A report found the average marketing spend for manufacturers is only 2.7% of annual revenue, 61% lower than the average […]

Account-Based Marketing (ABM) has been around as long as businesses have been selling to one another, but recently it’s become one of the most talked-about topics in the B2B space — because it works. Manufacturers can see real results when they utilize ABM tactics and organize their resources in the right ways. 91% of companies […]

Today’s B2B marketers are feeling the pressure to use any and all channels available to reach their audiences. That includes social media channels like LinkedIn and Facebook. LinkedIn is often the prioritized solution for reaching buyers. Facebook dominates where people spend their time online during off-work hours. But historically, Facebook’s capabilities haven’t been conducive to […]

Join revenue thought leaders, Mariana Cogan, Kerry Cunningham & Saima Rashid, to learn how these thought leaders pioneered the application of a data-first, customer-centric approach that unlocks the next era of enterprise growth.

Learn how STANLEY Security leverages Drift and 6sense combined to drive meaningful account engagement on their website and beyond.

FARO Technologies, a global leader in 3D measurement imaging solutions, transformed its marketing organization and revamped its martech stack to align with an ABX model. Dive into the strategies and tactics that manufacturer, FARO, took in order to drive revenue at-scale. Leveraging insights, the team was able to increase sales velocity and reduce costs. Their […]

In this session, you’ll learn how to scale 6sense, best practices in enabling users, and the Tipalti playbook for taking the guesswork out of prospecting.

Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up. Why? A winning ABX strategy will leverage an AI-powered customer […]

Customer Data Platforms (CDPs) and Customer Relationship Management tools (CRMs) both capture customer data and can help power marketing efforts. This means revenue teams sometimes consider the CDP a secondary, nice-to-have piece of tech, whereas the CRM is absolutely essential. We’d argue that having one without the other is like having a baseball pitcher without […]

ABM is the hottest trend in marketing, but what does it really mean? This webinar will cover the basics of account-based marketing and show you the benefits.

Account-based marketing outreach has always posed a few unique challenges. Here’s one of the most significant ones: The bigger your potential customer list, the harder it is to effectively reach and engage them. Keep reading to learn several key aspects of this challenge — and how AI-powered solutions like 6sense deftly handle them. AI Helps You […]

Because manufacturers require longer lead times for product changes than other industries (due to reliance on materials, fabrication times, and other considerations), it’s hard for them to quickly react to shifting consumer sentiment. Demand forecasting for manufacturers has traditionally been like steering a boat: you make tiny adjustments based on faraway observations on the horizon. […]

Join Saima Rashid, SVP of Revenue Analytics, as she discusses how to effectively measure the success of your account-based programs across the entire cycle.

Alignment across sales, marketing, and other revenue team divisions is the “secret sauce” for creating successful and profitable account-based experiences. When every department has its eyes on the same prize, ABM efforts go smoothly. But this kind of harmony doesn’t instantly materialize, especially when a revenue team is at the beginning of its ABX journey. […]

Transitioning your revenue team from a lead-based approach to an account-based approach is super challenging, especially because there’s no “one size fits all” way to do it. Some organizations want to go all-in on ABM from Day One, while others — perhaps most — want to make the shift a gradual one. If you’re considering […]

So you’re ready to start running account-based advertising programs. Great! But how much should you spend? Budgeting for account-based advertising is a bit different than it is for other advertising tactics. The channel-based budgeting approaches you’ve likely used in the past are not particularly helpful. You’ll need to adopt a different approach to manage budgets […]

Account-based marketing has become the most sought-after marketing strategy for B2B organizations striving to win new businesses and retain current customers. Typically, ABM aligns and targets a revenue team’s efforts towards specific high-value accounts. Since it focuses on customers that matter, ABM enables B2B organizations to close deals faster and increase revenue significantly. But to […]

Not too long ago, I shared how your revenue team can measure lift — meaning the difference in your business results — from its advertising efforts. This methodology is the best way to see the overall impact of advertising on your business. However, this approach isn’t suitable for measuring and optimizing day-to-day advertising performance. Measuring […]

When it comes to personalized buying experiences, B2B buyers have the same high expectations as consumers. In fact, nearly 70% will consider ditching a vendor if they don’t receive personalized outreach. But there’s good news for sellers. Armed with the right data and tools, B2B revenue teams can create and deliver dynamic, persuasive, personalized experiences […]

Savvy sellers know that these days, B2B customers demand personalized buying experiences now more than ever. In fact, 65% of buyers are likely to switch brands if a vendor doesn’t personalize their communications. Brass tacks: If you’re not explicitly addressing each buyer’s unique and specific needs on your website, they’ll find a vendor that does.  […]

Representatives from 6sense and Mutiny recently hosted a terrific webinar that showcased how their solutions integrate in remarkable ways to help businesses deliver personalized website content to their buyers. The webinar is packed with great insights, and is definitely worth a watch. But if you’d like a few highlights before diving into the video, keep […]

With bounce rates as high as 99% at the top of the funnel, revenue teams need every tool possible to engage more directly and persuasively with buyers. Communicating with buyer personas is, of course, a well-known best practice. But historically, targeting the right buyer persona at the right time with personalized website content is where […]

Within the course of a mere two years, COVID-19 completely broke how many companies conducted business. 2020 upended many entrenched marketing and sales strategies, forcing countless companies to close shop. And for many industries, the “recovery” of 2021 wasn’t nearly as robust as expected. But in the face of such turmoil, companies like ContinuumCloud embraced […]

Personalized buyer journeys aren’t just for B2C shopping experiences anymore. These days, more than half of B2B buyers expect personalized engagement from sellers, up from 49% just two years ago. If your revenue team hasn’t yet embraced this trend, it should. Meeting customer expectations by personalizing your company’s messaging across ads, nurturing campaigns, websites, and […]

While your organization may be aware and interested in the concept of ABM/ABX, early wins are crucial to driving alignment and investment, and ultimately proving value. Florence Healthcare, a clinical trials software platform, tackled this head-on by identifying the biggest challenge areas its sales team was facing and then designing an integrated ABX campaign using […]

In a recent blog post, we covered the basics of account-based content personalization and explained why it’s so important. (TL;DR: ABM delivers impressive results because it helps revenue teams convey the right message to the right business audience at the right time through the right channel.)  In this post, we’ll zoom in on one specific […]

ABM is the hottest trend in marketing, but what does it really mean? In this webinar, we’ll unpack what account-based marketing is, how it came to be, and how you can get started.

Grace Kleaveland Kupczak, Sr. Manager, Growth Marketing & Digital Strategy, shares how to use 6sense and PathFactory to personalize content throughout the entire buying journey.

To quote Forrester’s Laura Ramos, “Unless you have been living under a rock, you can’t have helped but notice the hype around ABM.” Account-based marketing (ABM) is a hot topic in the business-to-business (B2B) world and, when executed well, it can help you achieve increased deal sizes, shorter sales cycles and increased pipeline. My take […]

Picture the main street of a freshly powdered ski resort downtown, the kind of wintry wonderland where folks hop from shop to diner to bar — not necessarily in that order. As they go about their ways, they unwittingly leave snow tracks behind. These are little clues that most folks ignore, but can be very telling of […]

This week, Latane Conant, CMO of 6sense, sits down with Shari Johnston, Partner at Winning by Design, to discuss account-based automation.

In the world of marketing, segmentation has serious street cred. The practice, which clusters accounts and contacts into subgroups for marketing actions, has existed since at least the 17th century. Archaeological evidence indicates Bronze Age traders segmented their buyers, too. Segmentation is the O.G. of marketing … and it’s experienced some serious change throughout the […]

Latane Conant, CMO of 6sense, sits down with Randy Frisch, Co-founder and CMO of Uberflip, to talk about leveraging content experiences to engage with buyers.

Learn how leading companies leverage AI and orchestration to scale their revenue operations.

In fire safety, it’s stop, drop, and roll. In retail, it’s no shirt, no shoes, no service. In Fight Club, it’s… well, we don’t talk about Fight Club.  The point is, rules rule. And they’re especially important for establishing Account-Based Marketing within an organization. There’s always a degree of art and instinct that’s involved in […]

Grace Kleaveland Kupczak, 6sense’s Sr. Manager, Growth Marketing & Digital Strategy, shares how 6sense uses Mutiny to personalize web experiences throughout the entire buying journey.

Making a complex B2B sale always has and always will hinge on being able to pick up on signals. If you can’t read the room, you’re cooked. But the “rooms” these days look awfully different than before. These days, it’s a virtual environment with more buying members than ever before. (Gartner says the average buying […]

The world of B2B buying and selling has changed. That’s not something new, it’s a reality marketers and sellers have been learning to adapt to for years. Where companies used to be the main source of truth for how their product or service works, the digital world has shifted that dynamic According to a Forrester […]

With so many people working from home these days, there are bound to be changes to the patterns and insights we’ve come to expect from our data — and to our methods of data collection and application. Today, millions of people are spending their time online researching health and news updates locally and globally, as […]

For B2B sellers and marketers, LinkedIn is an essential tool for engaging with colleagues, customers, and potential buyers. The social platform boasts 630 million users — including 63 million decision-makers and 10 million C-level executives — and is the most-used social media platform for Fortune 500 companies. But while most account-based marketers understand the value of engaging […]

You know when you find yourself interested in something new — maybe learning a new hobby or trying out a product you’ve heard good things about? You probably want to research everything you can about that topic. This is particularly relevant right now with so many of us looking for ways to spend our extra […]

Revenue weighs heavy on the minds of B2B marketing leaders right now, and understandably so. Especially in times of uncertainty, how you will grow (let alone predict) revenue is a top strategic priority for most. We’re here to help you enable your Marketing team with the confidence to “keep on truckin’” despite the trying times we’re […]

Even with the availability of new communication tools, I find that email remains the predominant channel for business-to-business (B2B) sales and marketing. But while it feels productive to build your database and send emails, B2B buyers don’t want to be inundated with irrelevant emails, unsolicited calls or give up their anonymity to find out about […]

It’s no secret that a better-engaged buyer often becomes a repeat buyer, leading to improved retention and revenue. But engagement, especially when using account-based marketing (ABM) in the B2B world, can be a tough nut to crack. Not only are buying committees getting bigger by the day, but you’re working to reach sophisticated buyers who […]

Account-Based Marketing (ABM) is a term that has been thrown around in B2B tech circles for several years now, but it doesn’t quite capture the breadth of what go-to-market (GTM) teams really need in order to drive revenue lift. We’re excited to partner with 6sense, a visionary company that’s driving the RevTech category by shifting […]

Jason Zintak, Chief Executive Officer at 6sense shares his bold vision for the future of revenue technology. From my time as a seller, and then revenue leader, CEO, and company advisor, I’ve seen first-hand again and again the poor communication, broken and flawed processes, and lack of a common set of metrics and measures that […]

Work-from-home and hybrid workplace arrangements are here to stay. Our customers sometimes ask how remote working has impacted 6sense’s ability to capture intent data and identify accounts. Capturing intent and identifying accounts is critically important, as targeting the right account is key to the success of account-based sales and marketing programs — and every point […]

  Are you a marketing leader that’s ready to ditch the traditional strategies, tactics and technologies that are no longer working to deliver breakthrough results? Join Latane Conant, CMO, 6sense for an eye-opening session where she’ll breakdown the components of a customer-friendly experience that drives engagement and enables you to deliver predictable revenue growth. Latane […]

An Insider’s Look into 6sense’s Forrester TEI Study

Bang! Bang! Crash! Screech! This is what comes to mind when I think of a four-way intersection that does not have a roundabout or traffic signals to navigate and control the flow of traffic. Take a second to visualize it. Imagine the pure chaos at the scene; on-site casualties, vehicular damage, infrastructure damage, delay in […]

On this episode of TalkingSense, Latané Conant, Chief Market Officer at 6sense, sits down with Kerry Cunningham, SVP at Forrester, to talk marketing measurement: specifically in an account-based world

The buying journey now involves upwards of 9 people, all with different needs and behavior. To engage effectively, Sydney Sloan recommends you personalize and humanize your approach. Learn how!

Marketing and sales haven’t historically had the easiest time deciding which accounts to target or how to measure engagement. Too often teams can get caught up in MQLs, which can rely on outdated methods of gathering data — like lukewarm event leads or forgotten form fills — or ideal customer profile (ICP) accounts that aren’t […]

Today, marketers have access to a wealth of tools that can help them achieve their goals with greater accuracy. This is why having the right technology stack is essential. It allows you to target your efforts and hone in on realistic opportunities backed by data.  We’ve previously discussed what technology stacks are and why they […]

Craig Rosenberg, Co-Founder & Chief Analyst at TOPO, takes us through the shift from the age of digital to the age of account-based everything and what that means for sellers and marketers.