6sense validates, enriches, and standardizes your data, so you can focus on closing deals, not cleaning spreadsheets.
B2B Data Preparation
Clean data is the lifeblood of B2B
Effective data preparation transforms raw information into actionable intelligence, allowing B2B companies to identify qualified prospects and engage with precision.
Proper data cleansing and enrichment eliminates costly errors and ultimately drives higher conversion rates and stronger customer relationships that directly impact the bottom line.
See what happens behind the scenes in 6sense
Say goodbye to dirty data
Accuracy & validation
- Verification that contact information is current (email, phone, job title)
- Confirmation of company details (size, industry, location)
- Checking for duplicate records
- Validation that email addresses are active
Enrichment
- Addition of missing firmographic data to account records
- Addition of relevant technographic information
- Addition of social media profiles
- Mapping of business unit or subsidiary relationships
Quality control
- Regular data freshness checks
- Automated error detection
- Statistical quality scoring
- Match rate reporting
Standardization
- Consistent formatting of fields (phone numbers, addresses, titles)
- Maintainance of uniform company naming conventions
- Use of standard industry classifications
- Normalization of job titles and departments
Compliance
- GDPR and CCPA compliance verification
- Consent status tracking
- Opt-out list maintenance
- Data source documentation
Integration readiness
- Field mapping to target systems
- Data type compatibility
- Required field completion
- Format compatibility with CRM/MAP systems
Dive deeper
The B2B Data Enrichment Platform that Goes Beyond the Contact Record
Your scoring model is only as smart as the data feeding it. When you’re relying on a data enrichment platform that stops at contact fields, accounts land in the wrong territory, and reps chase cold leads that score like warm ones.
And when your CRM and MAP fall out of sync, the routing logic you spent months building starts working against you.
Most data enrichment platforms will fill in the blanks: a missing job title here, a phone number there. What they won’t do is tell you which accounts are actively in-market, keep your records current as data decays, or connect what they append to a scoring layer your team can act on immediately.
6sense does all of it. Verified firmographic, technographic, and live intent data layer onto every CRM record automatically. Your models run on data that reflects where an account is right now, not where it was six months ago.
What does a data enrichment platform do?
A data enrichment platform appends contact details as well as missing firmographic and technographic data to your CRM records by pulling from external data sources. The problem is that most platforms don’t tell you where they stop.
Most enrichment tools don’t validate that the account they’ve matched is the right one. They don’t refresh records continuously as data decays. They don’t connect what they append to a scoring or prioritization layer that your team can act on immediately. Organizations lose millions annually because of poor data quality.
6sense is built differently. Our thorough data preparation supports ongoing data enrichment. Accurate field mapping and normalization allow 6sense to match client CRM records with the master company database (MCD) effectively.
Every data append is anchored to a verified account identity before it touches your CRM. Because these enriched records feed directly into the 6sense 6AI™ scoring layer and Signalverse™, your team gets accurate data that’s already prioritized.
Turn static CRM data into live pipeline intelligence
Standard enrichment data platforms they can’t tell you when an account’s buying window is open, which contacts are researching your niche, or which records are already six to 12 months old. That gap is where pipeline opportunities disappear.
B2B databases lose accuracy annually from job changes, company reorgs, email churn, and other changes. Forbes reports that B2B contact data decays as fast as 70.3% per year.
Point-in-time enrichment doesn’t solve this problem. Records that entered your CRM accurately last year now route to the wrong territory, score against outdated firmographics, and reach SDRs as warm leads that are actually cold.
Many teams use one data enrichment platform, then spend hours exporting and re-validating records before they can act. Because 6sense normalization and master client database matching happen at onboarding automatically, enrichment feeds directly into the Signalverse™ and 6AI™ scoring layer the moment it runs. There’s no lag between data preparation and activation.
Four capabilities, one standard: data that’s ready to act on
Unlike most data enrichment platforms, 6sense handles the full sequence. Each capability depends on the one before it. Here’s how they fit together.
The foundation: normalization and field mapping
Before enrichment runs, 6sense maps your CRM and MAP fields to standard 6sense fields and normalizes your records for consistency. This isn’t a setup task you have to manage. It’s part of onboarding, and it updates automatically when your CRM or MAP changes.
Proper normalization affects the accuracy of dashboards, ABM segments, and predictive models. Without it, downstream features produce incomplete results.
What this means
- Field mapping applied across CRM and MAP objects, with audit trail monitoring and regular validation
- Normalization covers job title standardization, phone formatting, company naming conventions, and industry classification
MCD matching
Once your records are normalized, 6sense matches them against its MCD using key attributes: web domain, country name, company name, and headquarters location. This matching process creates a single source of truth that makes every downstream enrichment workflow — firmographic data append, technographic data append, contact verification — reliable and duplicate-free.
Match rate determines whether your enriched data record reflects the right account.
What this means
- Entity matching uses four firmographic identifiers to connect CRM records to the MCD with high confidence
- Custom match rules prevent duplicate account creation during bulk enrichment and new account workflows
What most data enrichment platforms skip
With normalization and matching in place, 6sense appends the data your team needs to act. Firmographic data and tech stack details tell your SDRs which accounts fit your ideal customer profile and what they’re already running.
No standalone enrichment platform has live intent data from the Signalverse™, with more than 1 trillion signals daily, surfacing which accounts are actively researching your category right now.
What this means
- Data is appended at the account level on a continuous basis
- 6sense Signalverse™ intent signals layered onto records to reflect real-time buying behavior
Enrichment workflows built for RevOps teams
6sense supports real-time enrichment triggered when a new record is created as well as scheduled bulk enrichment for existing CRM records and re-enrichment of Sales Intelligence records within a maintenance window.
Predictive scores export to CRM daily after data syncs, keeping account prioritization current without manual intervention.
What this means
- Real-time enrichment fires on new record creation — form fills, list imports, or direct CRM entry — before the record reaches the SDR queue
- Bulk enrichment runs on configurable cadences with filtering controls; compliance tracking handles GDPR and CCPA requirements at the record level
What this means for your RevOps team
Your scoring and routing models work the way you built them to. Lead scoring models and territory routing logic are only as accurate as the firmographic data feeding them. When your data is outdated, accounts land in the wrong territory and score against the wrong benchmarks.
6sense normalization and continuous enrichment keep those fields current automatically, and your team’s models perform as designed.
Your MAP and CRM stay in sync without manual reconciliation. Field mismatches between Salesforce and Marketo — or any CRM and MAP combination — cause routing errors, scoring gaps, and reporting inconsistencies.
6sense maps and normalizes fields across both systems during onboarding. 6sense also updates those mappings automatically when either system changes. Your stack stays aligned without a recurring ops task to maintain it.
Your team stops owning data quality as a full-time job. The right data enrichment platform handles deduplication, re-enrichment, compliance tracking, and audit trail monitoring automatically. Your RevOps team sets the rules; 6sense executes them. See how account prioritization feeds from enriched data
Pipeline proof: results from revenue teams using 6sense
Bonterra’s RevOps team didn’t just see cleaner data after implementing 6sense. They saw $6M in influenced pipeline (a 445% increase), with 6,673 target accounts driven to their website. Clean, enriched, continuously updated records meant their scoring and routing models could do the job they were built to do.
Conclusion
Your RevOps team sets the rules. 6sense handles normalization, matching, continuous enrichment, and compliance tracking automatically, and Ops cycles start going toward the work that moves pipeline.
Explore resources
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Frequently asked questions
What is the difference between data enrichment and data cleansing?
Data cleansing corrects or removes inaccurate and duplicate records already in your database. Data enrichment appends missing information to those records by pulling from external data sources. A complete data hygiene practice requires both: cleansing fixes what’s broken, and enrichment fills what’s absent. 6sense handles both within the same workflow, so RevOps teams don’t manage them separately. When evaluating a data enrichment platform, it helps to understand where each process starts.
How often does 6sense refresh enriched data?
6sense supports real-time enrichment triggered at the moment a new record is created. Scheduled bulk enrichment for existing records is on configurable daily or weekly cadences.
Which CRM and MAP platforms does 6sense integrate with for enrichment?
6sense integrates natively with Salesforce and HubSpot for CRM, and with Marketo, Eloqua, HubSpot Marketing Hub, and Salesforce Marketing Cloud for MAP — writing enriched records directly back to your existing objects without manual exports. For custom data infrastructure, the enrichment API and webhook trigger support direct ETL pipeline integration. View all integrations
What does onboarding actually require from our team?
Field mapping and data normalization are standard parts of the 6sense onboarding workflow. When you become a 6sense customer, your pre-validated CRM data is ingested, normalized, and matched against the MCD automatically. Your team confirms integration activation and reviews mapped fields; 6sense handles the execution.
