Omnichannel Marketing Guide: How to Plan, Build, Execute, and Measure for B2B Success

The average B2B sales cycle has a lot of touches. 6sense research found that, on average, each member of the buying team has 17 interactions with a vendor. Also consider that buying committees are large — roughly 11 people — so that adds up to hundreds of touches across a single buying cycle.

Multiply those hundreds of touches by thousands of accounts, and revenue teams face a seemingly insurmountable challenge: How can sales and marketing deliver meaningful interactions when buying journeys stretch out for months and there are so many touchpoints?

The solution: expertly designed and executed omnichannel campaigns.

The best omnichannel campaigns provide:

• Consistent buyer experiences across multiple touchpoints creating a seamless journey for B2B buyers
• Enhanced data collection and insights from various channels providing deeper understanding of buyer behavior and preferences and enabling more targeted follow-up and personalization
• Increased engagement opportunities through complementary channels reinforcing messaging and keeping your brand top-of-mind throughout lengthy B2B buying cycles
• Improved lead nurturing capabilities by meeting prospects where they are, whether through email, social media, events, content marketing, or direct outreach, maintaining connection throughout complex decision processes
• Higher conversion rates as research shows B2B businesses using omnichannel approaches see an 11% year-over-year revenue growth.

Of course, these great results require more planning, coordination, and cross-organizational collaboration to launch than single channel campaigns.

That’s why we’ve created this blueprint guide — to walk you through every step of crafting winning omnichannel campaigns.

Executive summary

B2B buying journeys aren’t linear anymore. Today’s buyers jump between channels, engage on their own terms, and often remain anonymous until late in the decision process. That’s why an omnichannel marketing strategy is essential.

This guide helps you plan and execute revenue-focused, full-funnel campaigns — from setting B2B demand generation goals to optimizing measurement and post-campaign insights. You’ll learn how to use AI, journey analytics, and ABM to deliver consistent, high-impact experiences across touchpoints.

Establishing campaign goals

One of the first steps to take when planning out your campaign is to have a clear idea about what you want to achieve.

Because omnichannel campaigns have so many different touchpoints, there can be numerous outcomes including:

• Enhanced brand awareness
• Better account penetration
• Lead generation
• Expansion and upsell opportunities

Each outcome demands a different campaign approach. Let’s look at how to establish campaign goals for your omnichannel campaigns.

Defining specific B2B objectives

 Before launching any omnichannel campaign, clearly define the business outcomes you want to achieve. Your objectives should shape your channel strategy, content approach, and success metrics.

Here are five core objectives to consider:

Lead generation

Attract new potential customers into your pipeline through coordinated multi-channel efforts.

• Build awareness and interest across the platforms your target accounts use
• Use consistent calls-to-action that drive toward identifiable conversion points
• 6sense’s intent data identifies accounts actively researching relevant topics, helping you prioritize outreach to those most likely to respond

Account progression  

Move existing leads further through the pipeline with more personalized, intent-driven messaging.

• Tailor content and channels to match account behavior and buying signals
• Coordinate touchpoints based on prospect readiness

6sense’s buying stage insights pinpoint where accounts are in their journey so you can deliver the right message at the right time

Account expansion/upsell  

Identify and act on opportunities to increase customer lifetime value through additional offerings.

• Collaborate with customer success teams to surface expansion opportunities
• Use engagement and research signals to trigger personalized upsell campaign

6sense Intelligent Workflows detects when existing customers are researching complementary solutions, enabling timely expansion outreach

Market awareness and positioning  

Establish or reinforce your brand’s presence in the marketplace by focusing on consistent messaging across all channels.

• Focus on consistent messaging across all channels
• Prioritize visibility and reach over immediate conversions
• Shape long-term brand perception and build credibility with your audience

Penetrating new markets

Establish presence and credibility in previously untapped market segments or territories with targeted outreach.

• Research where your new audience spends time and what challenges they face
• Choose channels based on behavior, not assumptions
• Develop content that speaks directly to segment-specific pain points and buying criteria

Setting measurable KPIs aligned with business outcomes

To drive meaningful results, you need more than goals — you need metrics that prove progress and guide decision-making. Setting measurable KPIs ensures your campaigns are aligned to business outcomes, not just activity. They create accountability, focus effort, and give teams the data needed to adapt and improve.

Primary vs. supporting metrics

Identify 1–2 primary KPIs that directly measure your core objective (e.g. qualified leads generated, pipeline value created). Then establish supporting metrics that track the health of contributing activities (e.g. content consumption, engagement rates).

This hierarchy helps maintain focus on impact, not just activity

6sense’s reporting capabilities track both types across channels, tying tactical performance to strategic goals

Short-term vs. Long-term goals

Balance immediate performance indicators with metrics that reflect longer-term value.

• Short-term: clicks, conversions, meetings booked
• Long-term: brand awareness lift, account engagement over time, customer lifetime value

6sense’s predictive analytics forecast long-term outcomes based on early indicators, helping justify sustained investments

Aligning to revenue goals

Connect marketing KPIs directly to pipeline and sales targets.

• Set shared definitions for lead qualification, stage conversion, and time-to-close
• Ensure marketing and sales teams work toward unified metrics

6sense bridges marketing and sales insights, enabling shared accountability and better forecasting.

As Seth Godin puts it, “The strategy should be built by the smallest possible number of humans. The tactics should be evolved and refined by the largest possible number of humans.”

This philosophy reinforces the need to define clear goals up front — while empowering teams across the business to test, learn, and adapt tactics that support that vision.

Stakeholder alignment process

Securing cross-functional agreement on campaign goals is critical for omnichannel success. When stakeholders are aligned, execution becomes smoother, resources are better allocated, and the campaign is positioned to deliver results.

Securing executive buy-in

Build a clear business case that ties campaign objectives to organizational priorities and expected ROI.

• Present benchmark data to set realistic expectations for timeline, results, and resources
• Highlight how the campaign supports growth, competitiveness, or strategic initiatives
• Strong executive support prevents mid-campaign pivots and ensures continued resourcing

Sales and marketing alignment checklist

Ensure sales and marketing are aligned through documented agreements and consistent collaboration.

• Define lead qualification criteria, handoff processes, and feedback loops
• Schedule a kickoff call before campaign launch and set weekly check-ins to review progress
• Maintain shared goals and accountability throughout the campaign
• Use friction reviews to proactively address breakdowns and refine collaboration

Understanding your audience

Effective omnichannel campaigns require a deep, data-informed understanding of your audience. To deliver cohesive messaging across multiple channels — and meet buyers where they are in their journey — you must know exactly what will resonate.

This insight comes from four key areas:

• Persona development
• Customer journey mapping
• Research pattern insights
• Buying group research

Let’s explore how to develop these areas for a more complete audience picture.

Audience research and persona development

A deep understanding of your target audience is foundational to campaign success. It shapes your channel mix, messaging strategy, and content development.

Buying committee mapping

Identify all stakeholders in the purchase process, from gatekeepers to final decision-makers

Focus on informal influence — not just titles — to surface champions and potential blockers so you can prioritize your outreach accordingly.

6sense account insights reveal hidden influencers based on engagement patterns, helping you to map the buying committee, even before direct contact is made.

Role-based pain points and priorities

Uncover what matters most to each role in the buying group — from technical fit to business impact.

Tailor your messaging to address each stakeholder’s goals, metrics, and objections.

With 6sense intent data, you can see what topics different roles are researching — helping you craft timely, relevant messaging

Customer journey mapping and touchpoint identification

Understanding the full path your buyers take — from early research to final decision — is key to designing effective, well-timed campaigns.

Pre-awareness to intent mapping

Document the full buyer journey from unspoken pain to active research and intent

Avoid bottom-funnel bias by engaging buyers at every stage with tailored content and channel.

6sense’s AI-powered buying stage predictions reveal where accounts are in their journey — even before they’ve identified themselves.

Digital vs. analog touchpoints

Catalog all potential touchpoints across digital channels (email, social, web, webinars) and traditional offline ones (events, phone calls, direct mail, in-person meetings)

Understand how these touchpoints work together to create a seamless, cohesive experience.

With 6sense Intelligent Workflows, you can orchestrate diverse interactions from a single platform.

Self-service vs. sales-assisted paths

Map which stages of the journey are best supported by automated content versus sales interaction:

• Optimize resources by deploying sales at high-impact points while automating early-stage education
• This balance helps create a scalable yet personalized buyer experience

Identifying research patterns and information-seeking behaviors

To get your content in front of the right people, you need to understand how your audience looks for answers — where they go, what they read, and how they prefer to engage.

Content consumption patterns by role

Different roles consume content in different ways:

• Technical stakeholders often prefer detailed specs, whitepapers, or how-to guides.
• Business leaders tend to favor summaries, industry benchmarks, and case studies.

This insight informs your content mix and formatting choices, ensuring every stakeholder gets the information they need, how they want it.

Preferred information sources by industry

Learn where your audience turns for trusted insights including:

• Industry publications, peer groups, events, online communities, or even professional networks.
• Prioritize those outlets for content distribution, sponsorship, or partnership opportunities.

6sense intent data shows which external sites and platforms your target accounts are visiting, helping you focus your efforts on the sources they trust most.

Campaign strategy and planning

With your goals established and your audience defined, it’s time to develop your campaign strategy. This is where your omnichannel vision starts taking practical shape.

The planning phase sets the foundation for everything that follows. Without a solid strategy, you risk creating disconnected experiences that fail to build on each other as prospects move between channels.

Key elements you’ll need to address include:

• Budget determination: How to allocate resources effectively across channels and campaign phases
• Core messaging: Crafting compelling value propositions that differentiate your solution
• Campaign narrative: Creating a cohesive story that resonates across all touchpoints

Let’s explore how to develop an integrated approach that turns your campaign goals into actionable plans.

Determining overall campaign budget

Establishing a realistic and strategically allocated budget is essential for omnichannel success. Your budgeting approach directly impacts campaign scope, channel selection, and expected outcomes.

Bottom-up vs. top-down budgeting approaches

Consider both methodologies when determining your campaign investment:

• Bottom-up budgeting builds the budget by calculating costs for each planned activity and channel, ensuring tactical completeness but potentially exceeding available resources.
• Top-down budgeting starts with an allocated amount and distributes it across priority channels and activities, ensuring fiscal discipline but potentially limiting reach.

The most effective approach often combines both: using bottom-up planning to identify true costs, then applying top-down constraints to prioritize the highest-impact elements.

Budget allocation by campaign phase

To avoid blowing your entire budget in the early days – distribute your investment across each phase of the campaign to maximize performance and preserve flexibility.

Phase-based investment planning

Allocate budget across four key phases:

• Pre-launch: audience research, content creation, team enablement
  • Launch: initial activation, high-impact promotion
  • Optimization: testing and refinement based on early performance
  • Sustain: nurturing, retargeting, and expansion plays

This approach ensures you don’t run out of steam — and budget — before your campaign reaches maturity

ROI forecasting methods

Set realistic expectations and secure stakeholder buy-in by projecting potential impact before launch.

Building credible ROI models

• Use historical performance data from similar campaigns
• Reference industry benchmarks where internal data is limited
• Apply conservative assumptions around conversion rates at each stage of the funnel
• Forecast both short-term outcomes (e.g. qualified leads, pipeline value) and long-term impact (e.g. account expansion, lifetime value)

6sense’s predictive analytics use real-time intent and buying stage signals to forecast campaign potential with far greater accuracy than static models

Crafting your core message and value proposition

Great campaigns start with great messaging. To resonate across channels — and with buying teams of all kinds — you need messaging that’s clear, compelling, and differentiated.

Use these three frameworks to develop messaging that connects with both technical evaluators and business decision-makers:

Value Proposition Canvas for B2B Audiences

Map your solution’s strengths directly to your customers’ pain points and goals.

• Show how your product solves real business challenges — not just what it does
• Translate features into outcomes that matter to buyers (e.g. efficiency gains, risk reduction)
• Keep the focus on customer-centric value, not product-centric detail

Use this framework to shape messaging across all assets, from web copy to sales decks

Messaging differentiation framework

• Clearly define how you stand apart from competitors and the status quo
• Create segment-specific messaging variations that maintain core value propositions while emphasizing the aspects most relevant to each audience segment
• Include primary differentiators, supporting proof points, and specific language tailored by industry and roles

Messaging differentiation framework

Position your solution against the status quo and your competition.

• Identify your primary differentiators (e.g. speed, accuracy, support, data depth)
• Back each one with proof points (customer stories, benchmarks, awards)
• Adapt the message by audience segment: tailor by industry, company size, or buyer role

Maintain a consistent core story, while flexing language to increase relevance. Consider creating a cross-team alignment group to ensure your document is always up to date.

Balancing technical vs. business value content

Speak to both the heart and the head—because B2B buyers include both.

• Above-the-line (ATL) business value content appeals to execs: ROI, impact, time-to-value
• Below-the-line (BTL) technical content supports hands-on evaluators: specs, architecture, deployment guides
• Create assets for both audiences, and make it easy to navigate between them

6sense intent data reveals which roles are researching what — so you can adjust content emphasis based on actual buyer behavior

Developing the campaign narrative/story

A strong campaign isn’t just a collection of assets — it’s a story. Your narrative should carry buyers from first impression to final decision, with a message that feels connected and memorable across every touchpoint.

Use these principles to build and deliver a campaign story that resonates:

Problem–Solution–Outcome Structure

Guide your audience from pain to possibility with a clear, repeatable storytelling arc.

• Start with the problem your audience is facing
• Introduce your solution in a context that aligns with their needs
• Highlight the outcomes — the transformation they can expect by choosing you

This structure works across content types — from social ads to whitepapers — ensuring consistency and clarity.

With 6sense Intelligent Workflows, you can sequence this narrative across channels, so buyers receive the right message at the right time.

Industry-Specific Storytelling Approaches

Tailor your story to the language and priorities of each industry.

• In regulated sectors like healthcare and finance, focus on risk reduction and compliance
• In tech, lead with innovation and competitive advantage
• IIn manufacturing or logistics, emphasize efficiency and reliability

This approach makes your narrative more relevant and increases resonance with the audience. The more familiar the story feels, the more trust you build.

Maintaining Narrative Consistency Across Channels

Consistency builds trust — and repetition drives recall.

• Develop a core message guide with approved terms, key value propositions, and visual cues
• Adapt format and tone for each channel, but always anchor to the same core story
• Use shared messaging elements across paid, owned, and earned media to create recognition

6sense’s Intelligent Workflows helps orchestrate this narrative across touchpoints—ensuring prospects encounter a unified message, no matter where they engage

Channel selection and orchestration

Choosing the right channels — and getting them to work together — is at the heart of successful omnichannel marketing. Unlike traditional multi-channel approaches where channels operate independently, orchestration is about creating seamless connections between touchpoints.

Think of your channels as instruments in an orchestra. Each has its own unique sound and purpose, but when played together under thoughtful direction, they create something much more powerful than they could individually.

In this section, we’ll explore :

• Audience segmentation: Determining who to target and how to divide your audience for relevant messaging
• Channel selection: Understanding when and why to use specific channels based on their unique strengths
• Integration strategy: Creating unified experiences that build cohesively across different touchpoints
• Budget allocation: Distributing resources effectively across channels to maximize impact

The goal isn’t just to be everywhere your prospects are — it’s to create a harmonized experience that guides them naturally through their buying journey, regardless of which channels they prefer.

Determining audience size and segmentation approach

Effective segmentation creates the foundation for targeted, relevant omnichannel experiences that resonate with specific audience groups.

From ICP to in-market: pinpointing the right accounts

Start with your Ideal Customer Profile (ICP), which provides the foundation for account selection. For omnichannel campaigns, refine this broad profile by layering more precise segmentation criteria, such as:

• Technographic data: What technology the account already uses
• Keyword intent signals: Behaviors that suggest active solution research
• Customer size: Company scale and growth potential

Without intent platforms like 6sense, most teams default to matching their ICP against a static list of top accounts — often chosen by sales — blending marketing’s data with sales’ frontline knowledge.

With 6sense’s AI-powered account identification, you can go beyond static ICP matching to find accounts actively in-market, revealing opportunities your competitors may miss.

Segmentation that hits the mark: firmographic, technographic & behavioral

Layering segmentation approaches allows for precision targeting. Here’s how each type contributes:

• Firmographic segmentation: Groups accounts by industry, size, region, etc.
• Technographic segmentation: Looks at what tools and systems a company uses
• Behavioral segmentation: Tracks how accounts engage—visits, clicks, downloads, etc.

When combined, these create more nuanced audience groups and unlock relevant messaging across every channel.

6sense allows you to combine static attributes (like firmographics) with dynamic behaviors and intent signals, all in one platform.

Focus where it counts: account scoring that drives results

Focus your efforts where they’ll matter most by scoring and ranking target accounts using a matrix of key criteria:

• Fit: How closely the account aligns to your ICP
• Engagement: Are they showing recent interest or research activity?
• Deal size: What’s the revenue potential?
• Sales insight: What’s the relationship status or level of access?

This scoring informs how much you invest in each account and what kind of engagement to deliver. High-priority accounts typically receive more high-touch, personalized outreach.

With 6sense, predictive scoring automates this process, ensuring your resources are focused on the accounts most likely to convert.Determining when to use different channels

Each channel has distinct strengths and limitations depending on campaign objectives and audience preferences.

Choosing the best marketing channels for B2B campaigns

Choose channels based on their core strengths and buyer behaviors:

• Display ads: Act as the “billboard of the internet” — great for brand awareness and quick, visual messaging.
• LinkedIn: Ideal for action-oriented CTAs like “Sign up” or “Request demo,” targeting specific job titles and industries.
• Google Search: Captures active intent — perfect for reaching buyers actively researching solutions. Keyword coverage must align with business problems and persona-specific search habits.

Pro tip: Use 6sense Intelligent Workflows to orchestrate messaging across these channels, ensuring consistency and seamless transitions as buyers move between platforms.

When to use digital vs. physical marketing channels

Balance reach and impact by integrating both digital and physical tactics:

• Digital channels (social media, email, display, search): Offer scale, targeting precision, and performance insights.
• Physical touchpoints (direct mail, events, gifting): Create tangible moments and standout experiences that digital can’t replicate.

Strong omnichannel strategies blend both, with clear tracking to understand how one reinforces the other. 6sense enables this end-to-end visibility.

Balancing personalized vs. scalable marketing tactics

Adapt campaign intensity based on audience segment value (e.g. intense personalized engagement for high value versus more automated scalable outreach where appropriate):

• High-touch (custom videos, executive outreach, curated events): Best for top-tier accounts and senior stakeholders.
• Scalable (programmatic ads, automated sequences, webinars): Effective for early-stage buyers or broader segments.

With 6sense buying stage insights, you can time these tactics precisely — reserving high-touch engagement for when accounts show late-stage signals and automating earlier touches to save resources.

How to create an integrated channel strategy

It all starts with a plan. The first move?  Develop a coordinated approach that ensures your channels work together instead of operating in silos.

Designing channel interaction models that drive engagement

Create clear pathways for how activity in one channel triggers responses in others. For example:

• A user watches a product video on YouTube
• They’re then added to retargeting audiences on LinkedIn and Google
• As their engagement increases, 6sense intent scoring escalates, triggering new outreach

This kind of orchestration evolves based on prospect behavior. 6sense Intelligent Workflows provides a visual canvas to automate and scale these interactions without manual coordination.

Cross-channel reinforcement techniques

Strengthen your message by deliberately repeating and expanding it across channels:

• Retarget based on engagement: Show related content to users based on previous interactions
• Build sequenced messaging: Ensure each touchpoint builds upon the last
• Create modular frameworks: Reuse core ideas, but tailor them by format and channel

This approach creates a cohesive, cumulative brand experience.

Unified experience design principles

Establish guidelines that ensure consistency while respecting each channel’s unique characteristics:

• Visual identity: Maintain recognizable branding across all platforms
• Message hierarchy: Know which parts of your message are fixed and which should (or could) be flex
• Interaction guidelines: Define how quickly users should hear back and what patterns to expect across touchpoints

These principles preserve consistency while still allowing for platform-specific optimization.

Aligning campaign timing with buyer behavior

Reaching prospects at the wrong moment can mean your best messages fall flat, while the right timing can make even simple outreach remarkably effective.

The key to optimizing campaign timing lies in understanding the natural rhythms of your buyers’ decision-making processes. When you align your marketing efforts with how prospects actually buy, you create opportunities for meaningful engagement that generic calendars simply can’t match.

In this section, we’ll examine approaches to getting your timing right:

• Buying signals: Recognizing the specific behaviors that indicate active purchase interest
• Seasonal patterns: Understanding the cyclical nature of B2B purchasing decisions
• Intent data: Leveraging buyer research signals to transform reactive timing into proactive outreach
• Predictive analytics: Using advanced data analysis to anticipate buying behavior before it happens

By synchronizing your campaign timing with actual buyer behavior, you’ll be able to meet prospects where they are in their journey — not where your marketing calendar says they should be.

How to identify buying signals and trigger events

Understanding buying signals allows you to time your outreach when interest is highest. Watch for:

• Digital engagement: Visits to pricing pages, solution-specific downloads, time spent on product content, webinar attendance. Define engagement thresholds that separate passive browsing from high intent — and trigger escalation when those are crossed
• Competitive displacement: Negative sentiment about competitors, tech change signals in job ads or reviews
• Organizational changes: New exec hires, M&A, funding rounds — all signal potential re-evaluation
• Contract renewals: Intercept renewals with well-timed competitive alternatives

6sense tracks this activity across thousands of sources, so you can act before prospects ever fill out a form.

Using buying stages to guide outreach timing

Misaligned timing can derail even great messaging. Align content and tactics to match where buyers are in their decision-making journey:

• Early stage: Focus on education and awareness (e.g., blog posts, industry trends, early-stage guides)
• Mid stage: Emphasize solutions and differentiation (e.g., product videos, ROI calculators, solution briefs)
• Late stage: Share proof points and next-step content (e.g., case studies, competitive comparisons, implementation guides)

It’s not just about the content — it’s about recognizing when that content should land. Sending an awareness asset to a late-stage buyer, or technical specs to someone in early exploration, reduces impact.

6sense’s AI-powered buying stages give you visibility into each account’s journey and help trigger stage-appropriate outreach at the right moment.

Understanding seasonal buying patterns in B2B

Campaign success isn’t just about who you target — it’s also about when. Timing outreach to match seasonal rhythms and budget cycles helps you engage buyers when they’re most likely to act.

Aligning with industry-specific budget cycles

Each industry plans spending differently. Tailor campaign timing based on:

• Government: Annual fiscal calendars with strict spending deadlines
• Enterprise: Quarterly or annual planning windows
• Healthcare: Linked to grant funding or reimbursement cycles

Launching campaigns just before or during budget allocation periods increases the chance of being considered when funding is available.

Capturing end-of-quarter or end-of-year spend

As fiscal deadlines approach, unallocated budgets often need to be spent quickly. Capitalize on this by:

• Promoting quick-start packages or expedited onboarding
• Emphasizing fast ROI or phased deployment options
• Targeting known accounts with flexible procurement cycles

6sense can help you pinpoint accounts showing late-stage intent aligned with fiscal urgency.

Timing around conferences and industry events

Events often drive internal deadlines. Align campaigns to:

• Pre-event: Position your solution for vendor shortlists before conferences
• During: Amplify presence through coordinated outreach and engagement
• Post-event: Follow up with attendees showing buying interest

Virtual and in-person events both create natural windows for outreach — 6sense helps you spot intent spikes before, during, and after.

Using intent data to power campaign timing

Move beyond calendar-based schedules. Use intent signals to activate campaigns based on real buyer behavior — not just arbitrary dates.

Combining first-party and third-party intent signals

Blend both types of data for full-funnel visibility:

• First-party: Captures direct engagement on your website, emails, webinars, or gated content
• Third-party: Surfaces research signals from across the web — often before prospects visit your site

Platforms like Bombora, TechTarget, and 6sense offer broad-scale third-party intent. 6sense’s Signalverse delivers one of the most complete third-party coverage sets in the market, tracking billions of buying signals across thousands of sources.

Building intent scoring models that predict conversion

Not all signals are equal — weigh them accordingly:

• Score high-commitment actions (e.g. request demo) higher than passive ones (e.g. blog view)
• Factor in recency and frequency to distinguish sustained interest from one-off clicks
• Test and refine models using actual sales outcomes

6sense’s AI-driven scoring removes guesswork by continuously updating scoring models based on what converts.

Converting buyer intent into triggered campaigns

Establish thresholds that turn signals into automated activation:

• Early signals: Trigger nurture emails or relevant content offers
• Stronger intent: Activate outbound sequences, tailored ads, or sales outreach

6sense’s Intelligent Workflows lets you visually design and deploy these triggers — creating a seamless path from signal to action.

Applying predictive analytics for campaign timing

Use data to move from reactive to proactive. Predictive models help you anticipate who’s likely to buy — and when.

Predictive lead scoring that goes beyond the basics

Replace static lead scoring with AI models that adapt over time:

• Combine firmographic, technographic, engagement, and market data
• Identify patterns that consistently lead to conversion
• Prioritize prospects with the highest purchase likelihood

6sense’s predictive scoring engine analyses thousands of signals to surface the accounts most ready to engage — with more accuracy than traditional models.

Account prioritization algorithms that focus your campaigns

Not all accounts are equal. Use composite scoring models that consider:

• Fit: Industry, size, technology stack
• Behavior: Recency and frequency of engagement, intensity of interest

Regularly calibrate your prioritization logic using real-world outcomes. 6sense dynamically adjusts account rankings as new data becomes available.

Recognizing buying patterns — not just actions

Look for sequences of behavior, not isolated clicks. For example:

A prospect watches a product demo, then downloads technical docs, then visits pricing — a classic late-stage pattern.

Rather than measuring just volume, measure patterns of progression. 6sense uses AI to spot these nuanced journeys across your entire addressable market.

Content strategy and creation for full-funnel omnichannel

Content is the fuel that powers your omnichannel engine. Without strategic, well-crafted content, even the most sophisticated campaign architecture will sputter and stall.

But creating content for omnichannel campaigns involves more than just producing lots of assets. It requires thoughtful planning to ensure each piece serves a specific purpose in the buyer’s journey while maintaining a consistent narrative across all touchpoints.

This section covers the essential elements of effective content strategy:

• Journey mapping: Aligning content types with specific stages of the buyer’s decision process
• Production workflow: Establishing efficient processes for developing quality content on schedule
• Personalization: Creating relevance through customized content experiences that speak to specific audience needs

The goal is to create content that not only captures attention but guides prospects through a coherent experience regardless of which channels they encounter along the way.

Mapping content to the buyer journey

Serve the right content at the right time by aligning with buying stages — because what your buyers need to hear changes dramatically as they move from awareness to decision.

Mapping content ensures:

• Relevance: Buyers receive content that fits their current mindset and questions
• Progression: Each piece of content naturally leads to the next, encouraging continued engagement
• Efficiency: You reduce wasted effort by serving focused content rather than generic messages

Match content types to buying stages:

• Awareness: Thought leadership, trend reports, educational blogs — aimed at defining the problem and building trust
• Consideration: Product overviews, comparison guides, case studies — designed to explore options and position your solution
• Decision: Technical docs, implementation plans, ROI calculators — giving late-stage buyers the detail they need to act

6sense identifies buying stage in real time, so you can match content to behavior — not guesswork. It ensures buyers encounter the right message at the right moment, increasing velocity and improving conversion rates.

Progressing content depth as buyers advance

As buyers get closer to a decision, their questions become more specific — and so should your content.

Structure your content journey to mirror this evolution:

• Start broad: Educational assets that define the problem and introduce solution categories
• Build depth: Solution comparisons, expert perspectives, customer stories that narrow the field
• Finish focused: Implementation checklists, technical documentation, pricing calculators that help validate and act

This progression ensures you’re not just generating clicks — you’re guiding decisions.

6sense Intelligent Workflows can automate delivery of progressively deeper content based on real-time engagement and buying stage signals.

Calibrating technical detail by role

Not every stakeholder reads content the same way — nor should they have to.

Adapt your messaging depth based on both job role and buying stage:

• Technical evaluators: Prioritize product specs, architecture diagrams, integration options — even in earlier stages
• Business stakeholders: Lead with outcomes, risk reduction, and strategic fit — and only surface technical info when it’s linked to value

Where possible, create:

• Parallel tracks: Separate content streams for business vs. technical audiences
• Flexible templates: Single assets that allow modular layering of both perspectives

6sense intent data reveals not just what prospects are researching, but who is engaging — helping you customize complexity for the right eyes. 6sense intent data reveals not just what’s being researched — but who’s researching it.

Streamlining content production to meet campaign timelines

A strong content strategy is only as good as your ability to execute it. Without clear workflows and realistic timelines, even the best ideas stall. Build processes that support consistent delivery without sacrificing quality.

Efficient briefing and approval processes

Use structured briefs that include:

• Target audience and stage
• Key messages and CTAs
• Metrics for success

Define clear review owners, timelines, and escalation paths to keep production moving.

Engaging subject matter experts at scale

Internal experts are vital — but busy. To make it easier to extract insight:

• Use guided interview templates
• Set up regular SME office hours
• Capture async input via recordings or shared docs

Clarify expectations up front so contributors know what’s needed and when.

Planning realistic production timelines

Work backwards from campaign launch:

• Include research, review rounds, design, and approvals
• Build in buffers for high-complexity assets
• Align milestones with activation dates

This ensures content is ready when it’s needed — not rushed at the last minute.

Personalizing content without losing scale

Personalized content removes friction, improves resonance, and boosts conversion — and it’s foundational to any strong Account-Based Marketing (ABM) strategy. ABM isn’t about blasting generic messaging to large lists; it’s about creating highly relevant, contextual experiences for the accounts that matter most.

A thoughtful approach to personalization ensures relevance at scale without draining resources — a core principle of effective ABM — but that doesn’t mean every asset needs to be custom-built.

Building a tiered personalization strategy

Match effort to opportunity using a three-tiered model:

• 1:1: Completely customized content for strategic accounts where high ROI justifies the investment
• 1:Some: Personalized by industry, segment, or persona — often templated but tailored
• 1:Many: Use dynamic content blocks (e.g. industry stats, customer logos) within standard frameworks to deliver lightweight relevance at scale

Use this model to balance impact with efficiency.

Delivering dynamic, contextual content

• Insert relevant proof points (like case studies or examples) based on account characteristics
• Recommend content based on prior engagement patterns
• Tailor experiences by persona, buying stage, or vertical

6sense Intelligent Workflows brings this to life, dynamically adjusting content across channels using real-time intent and profile data.

Orchestrating campaign execution and workflow

The best campaigns aren’t just creative — they’re coordinated. From the moment a campaign is conceived to the final follow-up touchpoint, execution is where strategy turns into impact.

When orchestration clicks, your brand shows up with the right message, in the right channel, at the right time — like a symphony. Without it, you get noise.

This section focuses on making execution feel seamless by aligning timing, roles, triggers, and processes.

Campaign Cadence and Sequencing: Make Every Move Count

Strong campaigns don’t just launch — they unfold.

Structure each campaign in phases to match how buyers engage:

• Prep internally: Arm sales with enablement guides and talking points before launch
• Roll out in waves: Awareness → engagement → conversion, not all at once
• Coordinate timing across functions: Use a shared calendar to keep everyone aligned

Use 6sense Intelligent Workflows to build this sequencing visually and deploy actions in sync.

Triggering Follow-Up Based on Engagement

Real-time response beats rigid timing every time. Rather than working from arbitrary schedules, automate follow-up based on buyer behavior:

• Demo request? Trigger immediate outreach with relevant content
• Viewed pricing page? Escalate to sales with a custom message
• Attended a webinar? Send targeted follow-up within 48 hours

6sense buying stage insights ensure follow-up isn’t just fast — it’s fit for purpose.

Responsive Triggers and Adaptive Messaging

Great execution isn’t rigid — it reacts. Set up workflows that adapt based on signal strength and engagement patterns:

• Escalate priority when accounts move into decision stage
• Personalize outreach by persona or job function
• Shift tactics if engagement drops off

Use 6sense + Gong integrations to blend behavioral and conversational data — surfacing what to do and when without guesswork.

Clarifying Roles, Reducing Friction

When campaigns touch multiple teams, clarity beats assumptions.

Use a RACI model to map campaign roles:

• Responsible: Who’s executing
• Accountable: Who owns success
• Consulted: Who provides input
• Informed: Who stays in the loop

Nailing handoffs

6sense Workflows help document and automate handoffs — so no one drops the baton mid-race.

Design cross-functional workflows

• Map out how leads transition from marketing to sales
• Define what data or context is required at each handoff
• Simulate the process pre-launch to catch friction points

6sense Intelligent Workflows helps automate and visualize these transitions in one connected system.

Establish SLAs between teams

• Agree on expectations for response times, asset reviews, and lead follow-up
• Build in escalation paths and accountability
• Use SLA reviews as a chance to refine process — not assign blame

Key focus areas for team members

 Running a successful campaign takes more than alignment — it requires everyone to know what they’re responsible for and where to focus. These role-based priorities help each team contribute effectively while staying coordinated.

Marketing operations: campaign architecture, automation, data flow

• Build technical infrastructure for execution
• Enable proper data capture and automated lead routing
• Ensure tracking and attribution are in place
• Maintain system reliability and integration

Success metrics: Data accuracy, workflow automation coverage, lead routing speed

6sense integrates with your martech stack, enabling operations teams to automate workflows based on intent and buying stage without manual transfers.

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Creative: consistent brand experience, channel-specific assets

• Balance brand consistency with channel needs
• Create modular content and visual hierarchy standards
• Develop flexible design systems

Success metrics: Brand consistency across channels, creative production speed, asset reuse efficiency

Product marketing (PMM): messaging consistency

• Own the core narrative and value prop
• Train customer-facing teams on messaging
• Review and refine message alignment across channels

Success metrics: Message clarity, differentiation, and consistency across touchpoints

Sales: engagement readiness and follow-up protocols

• Understand campaign messaging and offers
• Follow structured engagement playbooks
• Give feedback on lead quality and conversion

Success metrics: Response speed, conversion rates from marketing leads, lead feedback quality

6sense’s sales intelligence gives reps full visibility into engagement data across channels, enabling smarter, more relevant conversations that continue marketing’s narrative.

Subject Matter Experts (SMEs): Technical Validation and Customer Engagement

• Validate content for accuracy
• Prepare for key customer conversations
• Contribute to assets through interviews or async input

Success metrics: Content accuracy, SME time efficiency, influence on deal progression

Establishing a Meeting Cadence

Meetings don’t need to be a time sink — but they do need to keep your campaign on track. A structured cadence ensures progress stays visible, blockers get cleared, and teams remain coordinated.

Create a structured but efficient rhythm of campaign coordination:

• Daily stand-ups: Core execution teams
• Weekly reviews: Wider stakeholder alignment
• Monthly sessions: Strategic planning with leadership

Use agendas, pre-work, and clear outputs to keep meetings focused on coordination, not updates.

How to align sales and marketing teams

Alignment doesn’t happen by accident. Building consistent communication and shared accountability between sales and marketing ensures campaigns don’t just launch — they convert.

Ensure teams operate from a shared understanding and data foundation:

• Use central dashboards that display shared KPIs
• Build joint account plans in shared workspaces
• Open every campaign with joint planning sessions

6sense acts as the common ground — surfacing intent signals and engagement insights that both teams can access and act on in real time.Building responsive triggers based on engagement signals

Creating systematic responses to prospect behavior enables adaptive campaigns that meet buyers where they are in their journey.

Defining engagement thresholds

Set clear, quantifiable standards to separate casual interest from meaningful engagement:

• Identify combinations of behaviors like multiple content views, repeat solution-page visits, or demo requests
• Categorize behavior into tiers (e.g. initial interest, active research, evaluation) with defined criteria
• Document these in scoring models for consistent use across accounts

6sense AI helps automate this by detecting meaningful behavior patterns from thousands of signals — removing the need for manual guesswork.

Adjusting cadence based on buyer activity

Campaign pacing should reflect buyer behavior:

• Accelerate communication when buyers show strong interest (multiple engagements, return visits)
• Decelerate when engagement drops to avoid fatigue
• Automate these adjustments using marketing automation, layered with human oversight where needed

6sense Intelligent Workflows allows you to visualize and automate these acceleration/deceleration paths, tied to buying stage movement.

Account-level response protocols

For high-value accounts showing strong intent, create structured, team-wide responses:

• Build playbooks for various engagement scenarios
• Define who’s involved, what content to send, and which channels to use
• Scale from automated responses to fully customized outreach for strategic accounts

6sense acts as a shared source of truth for sales, marketing, and customer teams — enabling coordinated action based on real-time account signals.

Testing and optimization

The most successful marketing teams know that campaigns are never truly “finished” — they’re continuously refined through strategic testing and data-driven optimization.

Instead of waiting until the end to evaluate performance, modern omnichannel campaigns incorporate testing and adjustment cycles from day one. This approach transforms gut feelings into validated insights and turns good campaigns into exceptional ones.

This section will guide you through the essential practices for ongoing campaign improvement:

• Early validation: Identifying what’s working and what needs adjustment in the first days of your campaign
• Optimization triggers: Knowing precisely when and how to intervene during campaign execution
• Segment testing: Understanding how different audience groups respond to your messaging
• Real-time adaptation: Implementing systems that adjust based on engagement metrics

By building testing and optimization into your campaign framework from the beginning, you’ll create a culture of continuous improvement that drives better results with each iteration.

Early-campaign validation methods

Early validation ensures your campaign is heading in the right direction from the start. The goal isn’t just to spot failures — it’s to identify signals early enough to course-correct before too much time or budget is invested.

• Quick checks: Review key metrics within the first 48–72 hours. Adjust messaging, creative, or audience targeting based on what’s landing — and what’s not.
• Identify outliers: Highlight both top-performing and underperforming assets. Amplify winners across other channels; refine or replace low performers.
• Set data thresholds: Establish minimum viable data levels (e.g. 100 impressions per variant or 48-hour runtime) before making changes. Ensure you’re acting on meaningful patterns, not noise.

6sense’s predictive analytics helps you determine when you’ve gathered enough data to make confident, informed decisions — enabling timely optimization without relying on guesswork.

Mid-campaign optimization triggers

 Knowing when and how to intervene during a campaign can significantly improve overall performance. Some of the biggest gains come from mid-flight adjustments — but only if you’re tracking the right signals.

Performance thresholds for intervention

• Set KPI thresholds: Establish clear performance triggers for intervention. For early-stage campaigns, focus on engagement metrics (website visits, downloads). For later-stage, prioritize conversion metrics (demo requests, meetings booked). Align these to buyer journey stages and share across teams.
• Trigger review points: Schedule check-ins around drop-offs, stalled progression, or budget consumption. These checkpoints help teams take timely action.
• Stage-aware optimization: Intervene based on where accounts are in the buying journey — not averages. Use 6sense signal strength and buying stage insights to guide what gets adjusted and when.

A/B Testing framework and methodology

A/B testing removes the guesswork and helps you make confident, data-backed decisions. But to get meaningful results, your approach must be structured and consistent:

• Develop clear hypotheses and control variables
• Test one or two changes at a time
• Wait for statistical significance before making decisions

6sense enables cross-channel A/B testing via Intelligent Workflows — so you can optimize holistically.

Cross-channel performance comparison

Each channel contributes to your buyer journey in a different way — but without consistent metrics, it’s hard to know where to double down or scale back.

• Compare performance using normalized KPIs (e.g. cost per lead, engagement depth)
• Review both efficiency (ROI) and effectiveness (progression, influence)
• Reallocate spend toward high-performing touchpoints

With 6sense, unified analytics let you assess channel performance side-by-side, improving resource decisions across the board.

Behavior-based segment testing

Different segments don’t engage the same way. Testing and analyzing performance by audience group helps you uncover what resonates — and where to refine.

Segment response analysis

Break down campaign results by audience characteristics (e.g. industry, role, company size, behavior) to identify which groups are most responsive. What works for one segment might underperform in another — and that insight drives smarter optimization.

6sense lets you analyze performance across firmographic, technographic, intent, and behavioral dimensions.

Engagement pattern identification

Map how different segments move through the campaign journey. Where does engagement spike? Where does it drop? Use this insight to adjust content flow and channel mix based on how each segment prefers to engage.

6sense journey analytics help visualize these differences and surface friction points that may be segment-specific.

Content preference insights

Track which content formats and topics resonate best with different groups — and where preferences diverge. Build segment content profiles to guide future campaign planning and improve personalization.

6sense intent data shows what each segment is researching — across the web — giving you a clearer picture of their true interests.

Adapting to real-time engagement metrics

Campaigns perform better when teams respond quickly to what the data shows — not just what was planned. Real-time engagement signals let you make changes that keep momentum high and reduce wasted spend.

Real-time monitoring dashboards:

Design dashboards tailored to different team needs:

• Executives: High-level summaries
• Channel owners: Daily performance views
• Campaign managers: Tactical optimization data

Include alerts for key metric deviations so action can be taken quickly. Use clear visualizations to highlight trends and anomalies.

6sense real-time analytics provide customizable dashboards that give teams instant visibility into campaign performance and engagement signals.

Rapid response decision trees

Map out structured decision pathways to guide quick action based on performance data. Define common scenarios (e.g. engagement drop, sudden spike) and what to do next. This keeps responses consistent across team members and ensures time isn’t lost debating next steps.

6sense Intelligent Workflows lets you visualize and automate these decision trees for fast, coordinated reactions.

Resource reallocation protocols

Plan for flexibility. Create predefined rules for shifting budget, content, or channel investment based on real-time performance. Define who can approve what — and how fast. Include contingency plans for common scenarios like poor channel performance or viral content spikes.

6sense’s unified platform allows for quick resource shifts across channels without losing campaign alignment.

Measurement and analysis

You can’t improve what you don’t measure — but with omnichannel campaigns, effective measurement goes well beyond tracking basic metrics in individual channels.

Proper measurement and analysis for omnichannel marketing requires looking at how channels work together within the complete buyer journey. It means understanding not just what happened, but why it happened and how different elements influenced each other.

In this section, we’ll explore the frameworks and methodologies that enable meaningful measurement:

• Cross-channel tracking: Establishing unified measurement approaches that span multiple touchpoints
• Attribution modeling: Determining how to allocate credit for conversions across various interactions
• Reporting systems: Creating dashboards and processes that deliver insights to the right stakeholders
• Conversion timing: Understanding the temporal relationship between campaign activities and outcomes

The goal isn’t just to collect data but to transform it into actionable intelligence that drives better decision-making and continuous campaign improvement.

Tracking performance across channels

Effective omnichannel measurement isn’t just about looking at numbers in isolation. A unified, strategic approach gives you visibility into what’s truly working — and how to optimize holistically.

Unified measurement framework

Establish a comprehensive measurement system that standardizes KPIs across all channels while respecting channel-specific nuances. This framework should connect tactical metrics to strategic business objectives, creating a clear line of sight from individual channel activities to overall campaign goals. Implement consistent naming conventions, measurement periods, and calculation methodologies to ensure all stakeholders are evaluating performance through the same lens regardless of channel specialization.

6sense’s reporting capabilities provide this unified view, connecting disparate channels into a cohesive measurement framework that aligns with actual buyer journeys rather than siloed channel metrics.

Channel attribution models

Define how credit for conversions and other success metrics will be allocated across multiple touchpoints. Select attribution models that reflect the complexity of your customer journey and the relative impact of different channels. Consider implementing algorithmic attribution for more sophisticated campaigns, which uses machine learning to dynamically assign value based on observed patterns rather than rigid rules. Document and communicate these attribution decisions to ensure all stakeholders understand how success is being measured.

6sense’s advanced attribution capabilities track influence across channels and buying stages, providing more accurate credit allocation than traditional first/last touch models.

Interaction effect measurement

Develop methodologies to quantify how channels work together to drive results beyond what any single channel could achieve independently. This might include control group testing, incrementality analysis, or media mix modeling depending on campaign scale and complexity. Focus on identifying synergistic channel combinations that consistently outperform their standalone counterparts, and document these patterns to inform future channel orchestration strategies.

6sense’s cross-channel analytics can reveal these interaction effects by tracking how accounts engage across multiple touchpoints before converting, identifying the most effective channel combinations.

Attribution modeling approaches

Choosing the right attribution model gives you a clearer picture of what’s working — and where to invest next. B2B journeys are complex, so your attribution approach needs to reflect that.

Multi-touch attribution options

Explore linear, time-decay, and algorithmic models to distribute credit across all touchpoints. Run multiple models in parallel to compare how they shift perceived performance — especially for high-value conversions.

6sense supports side-by-side model comparison, helping you get a more accurate read on channel impact than single model approaches.

First-touch vs. last-touch considerations

Each tells part of the story.

• First-touch attribution gives credit to the channel or action that first introduced a buyer to your brand — helping you understand what’s driving initial awareness.
• Last-touch attribution gives credit to the final touchpoint before conversion — showing what ultimately closed the deal.

Depending on your campaign focus, one may matter more — but together, they provide a fuller view of the journey.

6sense intent data uncovers when prospects start researching — even before they hit your site — giving you true first-touch visibility.

Custom attribution for complex B2B sales In long, multi-stakeholder buying cycles, you need attribution models that account for offline activity, content influence, and revenue impact. This often means connecting marketing data with CRM and sales systems.

6sense ties campaign activity directly to pipeline and revenue in your CRM, making it easier to attribute impact across the full buying process.

Reporting dashboards and cadence

Good reporting isn’t just about tracking numbers — it’s about surfacing the right insight, to the right person, at the right time.

Executive vs. operational reporting

Tailor reporting to your audience:

• Executives want a high-level view: ROI, revenue, and business outcomes
• Campaign managers need detail: channel breakdowns, asset performance, and engagement metrics

Ensure consistency across both views with aligned metrics and shared definitions.

6sense supports role-based dashboards that deliver tailored insight without sacrificing consistency.

Leading vs. lagging indicators

Use a mix of metrics to balance optimization and validation:

• Leading indicators signal how a campaign is likely to perform — helping you optimize in-flight. These include engagement rates, website visits, or early-stage conversions.
• Lagging indicators show confirmed results — helping you validate overall campaign effectiveness. These include revenue, customer acquisition cost (CAC), or deals closed.

6sense Predictive Analytics gives you visibility into future performance — providing forward-looking indicators that complement traditional outcome metrics, so you can act early and with confidence.

Data visualization best practices  

Make dashboards intuitive and actionable:

• Use consistent color schemes and chart types
• Prioritize clarity over complexity
• Include benchmarks, trends, and threshold alerts
• Provide enough filtering and segmentation to support insight — without overwhelming users with unnecessary complexity

6sense visualization tools turn performance data into digestible, decision-ready insight — without the clutter.

Correlating campaign timing with conversion metrics

 Timing matters — not just in messaging, but in measuring. Understanding how campaign activities relate to outcomes helps you plan smarter and optimize more effectively.

Time-to-conversion analysis

Track the typical time between first engagement and conversion across different audiences, channels, and campaign types. Use these benchmarks to set realistic follow-up timelines and performance expectations.

6sense buying stage insights show how long accounts typically stay in each stage — helping you match your pacing to buyer behavior.

Engagement sequence impact

Analyse the order of interactions that most often lead to conversions. Identify which combinations of touchpoints accelerate progress — and which ones cause drop-off.

6sense journey analytics maps these pathways, helping you refine sequencing strategies that drive results.

Contact frequency optimization

Balance staying top of mind with avoiding fatigue. Study how engagement and conversion vary by contact frequency and adjust your cadence by channel and journey stage.

6sense engagement data shows where frequency helps — and where it starts to hurt — so you can dial it in just right.

Post-campaign review

When a campaign ends, the real learning begins. Post-campaign reviews are more than administrative wrap-ups — they’re critical learning opportunities that fuel future success.

Too often, teams jump from one campaign to the next without taking time to extract the valuable insights hidden in their results. This rushed approach means missing opportunities to build institutional knowledge and repeating the same mistakes across campaigns.

This section outlines how to conduct reviews that drive continuous improvement:

• Structured debriefs: Creating frameworks for comprehensive, objective campaign assessment
• Learning documentation: Systematically capturing insights that can be referenced for future planning
• Implementation strategies: Building processes that connect post-campaign insights to future initiatives

A thoughtful post-campaign review transforms each marketing effort — regardless of its outcome — into a stepping stone toward more effective campaigns in the future.

Structured debrief process

 Smart campaigns end with smart reviews. A structured debrief ensures lessons are captured — and carried forward into future efforts.

Cross-functional retrospective format  

Bring together all key teams — marketing, sales, creative, analytics, product — for a collaborative review held within two weeks of campaign close to ensure experiences are still fresh. Involving multiple departments brings diverse perspectives and reinforces shared ownership of the outcomes. Use a shared agenda to cover:

• What worked
• What didn’t
• What to repeat or change

6sense unified analytics gives everyone access to the same data, avoiding siloed views and fostering shared accountability.

Quantitative and qualitative assessment  

Balance the numbers with narrative:

• Use metrics to benchmark against goals and industry standards
• Layer in feedback from internal teams (e.g. marketing, sales, creative) and customer-facing roles (e.g. SDRs, CSMs) to explain the “why” behind performance
• Collect direct input from prospects or customers through surveys, interviews, or insights shared with sales — helping understand the emotional and perceptual impact of the campaign beyond what metrics can show

6sense provides the quantitative foundation through campaign analytics, while its intent data reveals how your message resonated more broadly across the market — even beyond your owned channels.

Bias-free evaluation techniques

Objectivity matters. Build your debrief around methods that minimize bias and create space for honest insight:

• Start by revisiting original campaign goals and hypotheses — this keeps the evaluation grounded in intent, not post-hoc justification
• Use structured frameworks with predefined criteria to keep discussions focused and consistent
• Encourage anonymous feedback for sensitive or cross-functional issues — it helps surface perspectives that might otherwise go unsaid
• Consider third-party facilitation for high-profile campaigns to ensure neutrality and build trust across teams

6sense buying stage data shows how accounts progressed — giving you an objective reference point beyond opinion or interpretation. reflects actual account behavior — helping you evaluate results based on reality, not assumptions.

Documenting learnings

Systematic documentation transforms campaign experiences into organizational knowledge assets that drive continuous improvement.

Success pattern identification

Capture what worked — and why:

• Document standout creative, channel combos, timing strategies, and audience segments
• Identify underlying principles that can be applied across campaigns and conditions
• Build a central, searchable knowledge base so future teams can easily access proven approaches

6sense Intelligent Workflows lets you save successful patterns as reusable templates, so future campaigns can build on what’s already proven.

Challenge categorization framework

Learn from what didn’t go to plan:

• Categorize issues by type (e.g. technical, creative, strategic, operational), root cause, and resolution
• Build a reference system to anticipate and mitigate similar problems in future

6sense’s unified platform reduces common technical roadblocks by integrating data and execution in one place — helping prevent coordination and integration errors.Cost-benefit analysis by tactic

Maximize return by analyzing — and documenting — the true cost of each tactic:

• Compare individual tactic performance against the time, budget, and effort they consumed
• Identify low-effort, high-impact plays and deprioritize costly underperformers
• Record learnings to inform future planning and prioritization

6sense attribution makes this granular ROI analysis easier — so you can focus investment on the activities that deliver.Implementing insights in future campaigns

 Turning lessons into action is where long-term performance gains happen. Build feedback loops that link past learnings with future planning to make every campaign smarter.

Knowledge management approach  

Make insights accessible and actionable — and ensure they’re not lost with the team that ran the campaign:

• Create standardized templates to capture learnings post-campaign
• Store insights in a central, searchable space so they’re accessible for future teams
• Assign ownership to maintain and update the repository so it stays relevant, not stale

6sense acts as a single source of truth for campaign performance and audience insights, making it easy to keep learnings visible and usable.

Campaign playbook evolution

Keep documentation useful, not dusty — and let it reflect how your strategy evolves in real time:

• Keep playbooks living — update templates, best practices, benchmarks, and messaging frameworks based on real-world performance
• Run structured reviews to decide what to keep, tweak, or remove based on outcomes

6sense Intelligent Workflows provides pre-built campaign structures that can evolve with your strategy.

Testing hypotheses for next campaign

Turn observations into structured experiments — and use what you’ve learned to shape smarter campaigns:

• Turn questions from past campaigns into testable hypotheses
• Prioritize based on business impact and design structured experiments for future execution

6sense Intelligent Workflows helps you implement these tests with minimal lift — accelerating learning while reducing risk.

Conclusion

Omnichannel marketing in B2B isn’t just a buzzword — it’s a fundamental shift in how we connect with buyers in an increasingly complex landscape. As we’ve explored throughout this guide, successful omnichannel campaigns require strategic thinking, careful orchestration, and continuous optimization.

The journey we’ve outlined — from establishing clear goals and understanding your audience to measurement and post-campaign review — creates a comprehensive framework for campaigns that meet buyers where they are with relevant, timely messaging across every touchpoint.

Remember that effective omnichannel marketing isn’t about being everywhere at once. It’s about creating a cohesive experience where each channel supports and enhances the others. It’s about recognizing that B2B buying isn’t linear or predictable, and designing campaigns flexible enough to adapt to real buyer behavior.

The most successful organizations approach omnichannel as an ongoing evolution rather than a one-time initiative. They build systems for capturing insights, testing assumptions, and continuously refining their approach based on what they learn.

As buying committees grow larger and customer journeys become more complex, the ability to execute coordinated, data-driven campaigns across channels will increasingly separate market leaders from the competition.

6sense’s Revenue AI™ platform provides everything you need to build, execute, and optimize the omnichannel campaigns described in this guide. From identifying in-market accounts with AI-powered buying stage predictions to orchestrating personalized experiences across channels, 6sense’s Intelligent Workflows makes omnichannel marketing simpler, more efficient, and more effective.

Request a demo today to discover how 6sense can elevate your omnichannel campaigns from concept to conversion.