Exclusive Bombora Partnership Adds Even More Predictive Power for 6sense Customers

3 minutes
Jun 13, 2022
Digital MarketingPredictive Analytics

When it comes to intent data, more is better. That’s why 6sense was excited to form an exclusive partnership with Bombora last year to add their wealth of B2B buyer...

When it comes to intent data, more is better.

That’s why 6sense was excited to form an exclusive partnership with Bombora last year to add their wealth of B2B buyer insights to our own already robust solution. By combining the power of both intent networks and their AI-powered insights, we can deliver an even more holistic view of account activity to 6sense customers.

Thanks to the partnership, 6sense customers automatically gain access to:

  • 10 free Bombora company surge topics
  • Bombora insights covering more than 10,000 topics, to help you gauge the buying interest of your clients in highly specific niches
  • Data gathered from more than 5,000 B2B publishers

This additional layer of data comes on top of 6sense’s own proprietary network of B2B sites, which captures intent signals from millions of potential buyers every month.

A Closer Look at 6sense Intent Data

6sense captures millions of intent signals from potential buyers every month via its own proprietary network of B2B publishers. Our platform uses machine learning to understand the context of the content published by these sites. By recognizing keyword patterns, we can spot the types of research being conducted by individual accounts.

6sense combines third-party intent data from our B2B publisher network with first-party data about the accounts:

  • Visiting your website
  • Interacting with your chatbots
  • Responding to your emails
  • Responding to sales outreach.

This allows our artificial intelligence to prioritize “best fit” accounts for your marketing and sales efforts.

How Bombora Adds to Our Solution

Bombora draws its data from a publishing co-op with more than 5,000 websites, and 70% of those sites are exclusive. By combining the power of both of our networks, customers can tap an even wider array of data to power insights.

6sense brings together Bombora, TrustRadius, G2, and our proprietary data into one platform to maximize coverage, segmentation, and insights around company intent — giving users a more holistic view of their in-market accounts.

Users can track an unlimited number of industry, brand, and generic keywords to identify:

  • Which accounts are in-market (most likely to buy)
  • Where buyers are in their journey
  • What topics they are interested

Turn Insights Into Action

Numbers on a screen don’t mean much without context. Sure, a person visited a page on your website — but who are they? Where do they work? Are they simply researching or are they ready to buy? This background enables you to activate the data..

By integrating the data within 6sense, you can take action as account behaviors and buying stages change. As an account’s behavior changes, your marketing efforts can automatically shift to match — and your sales team can be alerted once an account enters critical stages in the buyer journey.

Leveraging unified intent data, the 6sense AI:

  • Uses natural language processing (NLP) to gain understanding of intent based on web pages visited
  • Recommends additional keywords for you to watch based on the activity of your best prospects
  • Generates in-market predictive scores and insights to help with targeted advertising and recommended sales actions

With access to the most accurate and thorough account information, along with buying stage predictions and recommended actions, you’re equipped to serve personalized ads, dynamic content, and more meaningful sales outreach to those most likely to buy from you. And that means higher conversion rates.

Real-Time Third-Party Insights Are a Game-Changer

Together, 6sense and Bombora offer the most complete view of B2B buyer behavior.

Kazoo, which provides an employee experience platform to help companies manage their remote workforces, took advantage of this partnership to drive revenue growth.

By using 6sense and Bombora together, Kazoo was able to:

  • Increase organic traffic 207%
  • Decrease disqualified MQLs 57%
  • Increase their MQL-to-win rate 14%

“Your website activity, your email clicks, other engagement points with your brand … that’s a fraction of what your available market is doing,” says Kazoo CMO Casey Carey. “Being able to open the aperture, unlock the insights around those activities, and tap into them, is super powerful. It’s revolutionizing how we think about B2B marketing.”

Learn more about the 6sense and Bombora partnership or book a demo to see it all in action.