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Dynamic Segments and Orchestration Make Your Teams Feel Twice the Size

3 min
sales analyst looking at data

Current economic uncertainty is forcing businesses to think more critically about their spending, head count, and budgets. And while headwinds are making day-to-day operations more difficult, teams are still responsible for driving revenue and reaching ambitious goals.

To reach these goals, sellers and marketers must proceed confidently with their activities, rather than waste precious time or resources on buyers who aren’t interested.

Two ways to generate this confidence are:

  • Providing your teams with the ability to easily segment audiences based on real-time data, and
  • Giving them clean, impactful data at every turn

Here’s how dynamic segmentation and data orchestration maximizes the effectiveness of your revenue activities while minimizing effort and costs.

Dynamic Segmentation Reacts Instantly to Your Buyers’ Actions

Creating engaging sales and marketing campaigns requires a deep understanding of your buyers. The messaging and channels you use to engage them must align with their unique characteristics and pain points.

Additionally, buyers aren’t static. They move forward in their journeys (and even sometimes go backwards) in unpredictable ways, making it a game of whack-a-mole to reach them at the right time with the right message. The degree of difficulty only increases as you attempt to scale your efforts.

Relying on manual campaign building quickly consumes hours and budget, forcing you to either hire more people or sacrifice the quality of your efforts.

However, dynamic segmentation enables your teams to build highly targeted and personalized campaigns at scale … and with only a few clicks.

Instead of building a list by selecting your criteria and being fed the buyers or accounts that match, dynamic segments empower you to set your requirements that automatically moves buyers in and out of relevant segments. These actions occur as buyers engage with your brand (and as they move forward or backward in their buying journey).

Dynamic segmentation is a powerful tool that gives you deeper insights into your buyers, more control of your campaigns, and increases the effectiveness of your outreach — without needing to hire more MAP and CRM experts.

Here are a few ways to dynamically segment your audience:

  • Current buying stage
  • Previous engagement with your campaigns or website
  • Technographic information
  • An account’s fit to your Ideal Customer Profile
  • Buyers showing interest in your competitors

With technology that collects these powerful buyer signals, this type of segmentation happens instantly as your target audience performs actions. That means less time building lists and attempting to decipher insights about your audience.

Orchestrations Automate Your Operations Activities — Saving Money and Improving Engagement

Bad data is costly for any business. In fact, organizations lose up to 12% of their revenue because of dirty data. Those costs come in the form of:

  • Wasted time
  • Incorrect information
  • Duplicative efforts, and
  • Mistimed engagement with buyers

Implementing processes and strategies that clean and enhance your data can deliver exponential value.

Instead of needing an army of operations employees, a technology with built-in orchestration capabilities can get you started on the path toward pristine data — saving you money and bolstering your revenue-driving activities with more trenchant insights.

The key to improving the hygiene of your database is leveraging a central source-of-truth that connects your CRM and MAP. This reduces inaccuracies and the chances of duplicative information.

A platform that leverages AI to make recommendations empowers your teams with orchestrations (automated workflows that organize and shape data) that consistently run behind the scenes to clean and enhance your data.

Examples of orchestrations include:

  • Acquiring new contacts
  • Matching leads to their accounts
  • Enriching account information with firmographic data
  • Pushing segments and audiences to other platforms like MAPs and CRMs
  • Creating automatic triggers based on account or buyer actions

Orchestrations provide your business with 24/7 access to a treasure trove of self-cleaning and self-enhancing data about your audience.


There are more ways to reach your ambitious revenue goals than increasing headcount or budgets. Dynamic segments and automated data orchestrations give your teams better insights and increase the effectiveness of your revenue-driving activities without a huge investment.

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The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

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