By the time a buying group contacts a vendor, more than 60% of their decision-making journey is already behind them. The shortlist was formed before the first call.
A preferred vendor was likely identified before any sales rep got involved. And 95% of deals go to a vendor that made the Day One shortlist.
That’s the uncomfortable reality of winning the buyer journey. The teams that win it most consistently aren’t doing it by closing harder. They’re doing it by showing up earlier, staying visible longer, and understanding where accounts are in their buying process.
The 6sense Summer product release brings three new capabilities that speak directly to that challenge.
Prove that your marketing is moving accounts forward
Most marketing teams already know their campaigns are working. The problem is proving it in a way that holds up in a board meeting.
Two new reports address this head-on.
The Buying Stage Progression Impact Report measures how accounts move through 6sense predictive buying stages over a selected time period. It shows conversion rates between stages, velocity through the funnel, and how stage progression connects to opportunity creation. This report shows you accounts progressed, and what that movement is worth.
The Buying Stage Movement Impact Report zooms out to the aggregate view: Is your messaging, overall, lifting market interest? It tracks account distribution across buying stages over time, so teams can see early whether a campaign is generating real forward momentum or just impressions.
Together, these reports turn predictive buying stage data into a defensible performance narrative. For CMOs fielding questions about marketing’s contribution to pipeline, that’s not a nice-to-have. It’s the story that protects budget and earns the next investment.
Turn ad engagement into targeted outreach, early
Here’s a scenario that plays out constantly: A company engages with your ads and multiple anonymous users click through. Marketing has a signal. But what happens next? In most cases, nothing. There’s no contact to hand off. The engagement evaporates.
Recommended Leads changes that. When an account engages with your ads and you have persona targeting enabled, 6sense identifies the best contacts at that account for sales to pursue: verified, persona-matched, and with contact information that meets a high-quality threshold before it’s ever surfaced.
This matters for a specific reason rooted in how B2B buying actually works. The 2025 B2B Buyer Experience Report finds that buyers enter evaluations with favorites already formed, and buying groups are typically assembled with existing preferences already in play.
An average buying group includes about 10 members. Getting your brand in front of the right personas at the right accounts, early in their research, is how you become the vendor they already know when the formal evaluation begins.
Recommended Leads connects ad engagement to the specific buying group members worth pursuing, with deduplication across a 90-day window so sellers aren’t repeatedly sent the same contact. The result is a contact list that reflects real campaign performance, ready to act on.
When you combine recommended leads with buying stage awareness, you can also provide more useful information to each member of the buying group. Better contact leads to more engagement and a better chance of influencing your place on the buying group’s shortlist.
The foundation: predictive intelligence and existing reports
The new capabilities run on the same infrastructure that 6sense customers already use to see the buyer journey more clearly.
Predictive Intelligence is what makes buying stage data meaningful. 6sense models are trained on over a decade of B2B purchase outcomes, predicting stages like Consideration or Decision based on hundreds of thousands of examples of real buying behavior. That’s the foundation for the new Buying Stage reports.
The Web Visits Impact Report shows which accounts visited your site, what pages they engaged with, and how that activity maps to pipeline outcomes. Combined with the new Buying Stage Progression Impact report, teams can connect web engagement patterns to stage movement.
The Opportunity Trends Impact Report matches 6sense signals to opportunity creation and progression. Teams can see which accounts in their pipeline were flagged as in-market before the deal was opened and use that to refine both targeting and forecasting.
What winning the buyer journey looks like
Winning the buyer journey isn’t about intercepting buyers at the moment they raise their hand. It’s about being present at every moment along the buyer journey, and being a vendor they already know and trust when the buying group starts forming opinions.
That requires showing up consistently in early-stage accounts, engaging the right buying group members when they click on an ad, and having a clear story about how your marketing activity connects to pipeline movement.
The Summer release adds the reporting to prove that story, the AI to surface the right contacts when engagement happens, and the buying stage visibility to act before the window closes.
Ready to see 6sense in action?
