• Marketing
    6sense Revenue AI™ for Marketing
    Who We Help

    CMO

    Unite your revenue team and drive strategy across the business.

    Demand Gen

    Focus on in-market accounts and take the guesswork out of demand gen.

    Digital

    Reach the people and accounts that matter to your business.

    How We Do It

    Account Identification

    Accurately match anonymous and known buyer behavior to accounts.

    Intent Data

    Uncover 3rd party buying signals at the keyword or topic level.

    Predictive Analytics

    AI-driven buying stage predictions align teams on the best time to engage.

    Data Enrichment

    Enrich accounts, leads, and contacts with accurate firmographic data.

    Smart Form Fill

    Autofill and shorten forms with automated, real-time form enrichment.

    Audience Building

    Create audiences for segmentation, activation, and analysis across channels.

    Advertising

    Reach target buyers with display, video, retargeting, and social ad campaigns.

    Conversational Email

    Leverage AI to craft personalized emails that qualify & convert accounts at scale.

    Orchestrations & Workflows

    Scale data operations with accurate engagement of accounts and contacts.

    Create Your Very Own AI Email Assistant

    Use AI to craft relevant, on-brand email campaigns that compel conversations and get more meetings booked.
    Learn More
  • Sales
    6sense Revenue AI™ for Sales
    Who We Help

    CRO

    6sense gives sales leaders the intel they need to deliver on big revenue goals.

    Inside Sales

    When working hundreds of accounts, knowing where to prioritize is critical.

    RevOps

    Use clean, complete data and scalable processes.

    How We Do It

    Contact & Company Data

    B2B contact data and account & buyer insights to engage prospects.

    Account Intelligence

    Arm reps with account insights in CRM & SEP for prioritization and personalization.

    Prioritization Dashboards

    Dashboards that help sellers uncover which accounts to engage and when.

    Chrome Extension

    Access Revenue AI insights directly from LinkedIn and other B2B websites.

    Predictive Analytics

    AI-driven buying stage predictions align teams on the best time to engage.

    Buyer Intent Data

    Uncover 3rd party buying signals at the keyword or topic level.

    Prospecting Workflows

    The insights sellers need in the tools they use, everyday.

    NEW! Sales AI

    Make account prioritization, research, and email drafting easy.

    Get Started for Free

    Access FREE credits to unlock relevant contact info, and see our packages for teams of all sizes.
    Start for Free
  • Solutions
    Solutions
    Industries

    Business Services

    Drive efficiency with a data-driven approach.

    Financial Services

    Acquire loyal customers with rich secure data.

    Manufacturing

    Modernize revenue creation with AI-driven data.

    Technology & Software

    Drive growth and boost customer adoption.

    Transportation & Logistics

    Boost conversions with targeted audiences.

    Data

    Our Data

    6sense delivers a complete dataset for B2B – including contact data.

    Data APIs

    Real-time enrichment and personalization anywhere.

    Data Packs

    Reduce manual processes to achieve database connectivity.

    Ecosystem

    Integrations

    Explore our powerful integrations with leading technologies.

    Become a Partner

    Let's do more than just work together – let's revolutionize B2B.

    Agency Partners

    Need some help? Get support from our partners.

    Dive into 6sense Revenue AI™

    Reinvent the way your team creates, manages, and converts pipeline to revenue.

    Explore Platform
  • Resources
    Resource Library

    Resource Library

    Dive into various topics and content types.

    Blog

    Short insights, designed to educate.

    In-Market Demand Report

    Know which companies are interested in you.

    Guides

    Follow our in-depth articles & how-to’s.

    6sense for 6sense

    See how the 6sense team uses 6sense.

    Revenue Makers Podcast

    Steal playbooks from industry-leading brands.

    Ebooks & Analyst Reports
    The Science of B2B
    Events & Webinars
    Tools
    One Pagers
    Glossary
    Videos
    TalkingSense
    Pipeline Generation Tuesdays

    6sense Named a Leader in The 2024 Gartner® Magic Quadrant™ for ABM Platforms

    No email required to get a copy of this objective evaluation of the account-based marketing platforms.

    Read the Report
  • Customers
    Customers

    Meet Our Customers

    See how companies like yours leverage 6sense to drive efficiency.

    Customer Stories

    Dive into the success and journeys of our customers .

    Customer Reviews

    Read real reviews to understand what 6sense can do for you.

    RevCity

    Connect with your peers, share successes, and learn about 6sense.

    Knowledge Base & Support

    Explore our help articles, product updates, and submit support tickets.

    6dimensional Success Model

    WE GET YOU. WE GOT YOU.

    Introducing the 6dimensional Success Model™ – a methodology that empowers customers to unleash their full revenue potential and and achieve extraordinary outcomes.

    Explore Our Success Model
  • Company
    Company

    About 6sense

    Learn about our company values, vision, employee benefits, and more.

    Leadership Team

    Dreamers and data nerds; Meet the leadership team behind 6sense.

    Careers

    We want 6sense to be the best chapter of your career.

    Newsroom

    Read press releases, thought leadership, company announcements and more.

    Community

    Dive into the communities 6sense hosts and takes part in.

    Become Our Partner

    Let’s do more than work together. Let’s revolutionize B2B together.
    Explore Our Partners
BOOK A DEMO
BOOK A DEMO
LOG IN
BOOK A DEMO
More
Template is not defined.
Data & AI
Guides

Quick Guide: The Differences Between DMPs, CRMs & CDPs

Different martech tools offer different advantages during the customer journey. See how a CDP, CRM, and DMP serve different purposes and work together to help your revenue team.

—
The 6sense Team
Share
8

Chapters

Chapter 1

Introduction

Chapter 2

CRMs​

Chapter 3

CDPs

Chapter 4

DMPs

Chapter 5

How These Data Platforms Work Together

Table of Contents

Chapter 1

Introduction

Putting together a tech stack that enables revenue growth is critically important for B2B sales and marketing teams. But with more than 8,000 solutions (and counting!) competing for your business, it’s easy to get overwhelmed. Trickier still, many of the technology categories overlap.

Case in point: CRMs, CDPs, and DMPs. They are all vital tools in customer data management. However, they all have different purposes.

If you ever wanted to make sense of this particular alphabet soup, let’s take a closer look at these platforms and their differences.

Chapter 2

CRMs

CRM stands for customer relationship management. These systems capture data about customers, their characteristics, and how they have interacted with your business.

Leading CRMs — such as Salesforce, HubSpot, and Microsoft Dynamics — will also include:

  • First party tracking data to help you understand how your contacts have interacted with your website
  • Marketing automation for emails and SMS communications with your contacts
  • Robust connectivity with other marketing tools like 6sense, Marketo, Clari, Mutiny, Drift, and many more

Strengths

CRMs are foundational tools for revenue teams because they make it easy to:

  • Keep track of your contacts
  • Record your interactions with them
  • See their progress through your sales pipeline
  • Create marketing automations based on pipeline progression
  • Analyze won-lost rates
  • Spot dropoff points in your sales process
  • Analyze the performance of sales team members

Weaknesses

  • CRMs are great for understanding and marketing to known individuals, but they primarily handle first-party data. They don’t help you understand what your contacts are researching on other websites, and they offer no insight into the behavior of accounts you would like to land, but who have not filled out a form or answered your calls or emails.
  • CRMs also often rely on some amount of manual entry in order to bring insights from third-party platforms. For instance, a company may offer a lot of clues about their needs through a chatbot on your site, but unless that data is automatically piped into your CRM, it’ll stay in its data silo, leaving sales representatives unaware of opportunities

Chapter 3

CDPs

CDP stands for customer data platform. 6sense has an embedded CDP; it’s one of the cornerstones for how we serve our customers.

A CDP breaks down data silos by:

  • Importing data from the various platforms in your tech stack
  • Creating a customer profile that captures your first-party data (CRM, chatbots, advertising campaigns, email marketing tools, etc.) and
  • Data from other sources, such as the intent data from 6sense (which accounts are in-market, which are an ideal fit, their buying stage, their search keywords and competitor research, etc.).

The CDP then pushes these insights back out to your various tools, which helps you deliver consistent sales and marketing messages. The best CDPs can even create dynamic audience segments so you can rapidly switch messaging to match changes in your prospect’s buying journey.

Strengths

  • Breaks down data silos
  • Orchestrates messaging and campaigns
  • Can add valuable data and context to CRM records, helping sales representatives focus on the most likely buyers

Weaknesses

Chapter 4

DMPs

DMP stands for data management platform — which sounds a whole lot like customer data platform, but serves a very different purpose.

While CDPs are used to store personal information – which may be stored for a long time so the company can analyze customer trends – DMP data is fleeting. That’s because DMP data is primarily used for ad targeting, and uses anonymized third-party signals to define audience segments like “junk food enthusiast,” “avid investor,” or “planning a trip to Orlando.”

Let’s use Joan Alpha as an example.

Your CDP might capture Joan Alpha’s:

  • Full name
  • Birthday
  • Email Address
  • Street Address
  • Phone Number
  • Purchase history from your company
  • Interactions with your site and mobile app
  • What questions she has asked your chatbot
  • Which content she has read on your site
  • Which coupons she uses.

A DMP would see that “Anonymous User #h831Mfx767q” searched for Flamin’ Hot Cheetos, is researching real estate investment trusts, and has been searching the web for Florida Hotels and Disney World tickets.

That anonymous user — Joan — would then be sorted into certain audience segments that have a short shelf life. If Joan hasn’t searched for info about Orlando hotels and theme park tickets in 90 days, she would be removed from the “planning a trip to Orlando” segment.

Strengths

  • Useful for building digital advertising campaigns for people who aren’t known customers, but who you’d like to reach.

Weaknesses

  • Uses third-party data, and quality varies. Facebook, for instance, has struggled with its audience segmentation since Apple implemented privacy features with iOS 14.5, cutting off a vital source of data to its DMP.

Chapter 5

How These Data Platforms Work Together

CRMs, CDPs, and DMPs all come together to establish a bigger picture of the customer journey.

  • DMPs can help you build awareness among target customers.
  • CDPs help to start building a profile of visitors to your site, will attach their contact records and other details as they become available, and will push insights out to other platforms to help you activate marketing campaigns or initiate better conversations.
  • CRMs help to keep track of the relationship in progress with new and existing customers.

6sense Revenue AI™ has transformed results for some of the biggest brands across the world by helping these tools work together. An integrated tech stack provides actionable insights and automations that help marketing and sales teams stay focused and generate more revenue. To learn more, book a demo today and see how we can deliver more value for your business.

Ready to see 6sense in action?

Book Your Demo
Picture of The 6sense Team

The 6sense Team

View Author
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.