A Double Take on the Forrester New Wave: ABM Platforms


The Forrester New Wave report lists 14 ABM platforms that matter the most and how they stack up. But the more accurate number is… lucky number 13!

Forrester says: “6sense announced its acquisition of ZenIQ on April 11, 2018. This graphic does not reflect the positioning of the combined entity.” Naturally, this begs the question: What would this landscape look like if the companies were represented as a combined entity for this ABM Platform evaluation?

Two Worlds Converge: Predictive + ABM

6sense was recognized as a leader in the predictive space in the Forrester Wave: Predictive Analytics Platforms for B2B marketers, as seen below.

Box CMO Carrie Palin said, “6sense enables us to be more intelligent about everything we do based on an understanding of which customers are in-market and where they are in their journey.”

There is no other platform that provides the level of insights that 6sense can offer at an account and contact level. This is where our unique and patented differentiation was established in the predictive market – focusing on time-based in-market predictions, anonymous activity tracking in the buyers journey, and profile fit predictions to identify best prospects. Collecting, connecting, and activating insights using artificial intelligence (AI) continues to remain a core strength from all the technology we’ve developed to become the leader.

Now, expanding our capabilities into the realm of account-based marketing, we’ve taken our core strengths and combined it with the last mile in the ABM equation – orchestration. Combining 6sense’s market-leading predictive and AI capabilities with ZenIQ’s unmatched account-based marketing and sales orchestration smartplays, the new 6sense offering is a merging of two market leaders, joining forces to create the most comprehensive ABM platform.

Bringing together 6sense predictive intelligence with multi-system, multi-channel, and multi-persona orchestration workflows helps B2B marketing and sales teams achieve a unified and automated account strategy. 6sense is now the full technology enabler of your ABM strategy.

So where would the new 6sense rank on ABM? Here is where we believe the combined entity would land if you combined our best scores:


Forrester’s New Wave for ABM Platform included 10 areas of evaluation. They were:

a) Capability Focused Criteria:

  1. Account Selection
  2. Contact Selection
  3. Insights
  4. Personalization
  5. Programmatic Advertising
  6. Engagement Orchestration
  7. Performance assessment

b) Strategy Focused Criteria:

  1. Product Roadmap
  2. Product Vision
  3. Market Approach

The strategy focused criteria were measured for the two entities separately, and are subjective and less tangible, given all players are evolving in this new emerging market. So let’s focus on the objective capability focused criteria to represent the 6sense combined platform.

Overlaying the rankings for Vendor QuickCards overview for the combined 6sense + ZenIQ offering, you’ll see that the new 6sense Demand Orchestration Platform is differentiated in four of the criteria, and on par with the rest of the ABM market in two. Let’s dig a little deeper, shall we? Take a look at the overlay:

6sense demonstrates a differentiated ranking in terms of contact selection, insights, engagement orchestration and performance assessment. We’re on par with the rest of the market with account selection and programmatic advertising capabilities. 6sense/ZenIQ combined features place it within the strong performers in the ABM solutions category.

To sum it all up, the 6sense Demand Orchestration Platform, which represents the combined capabilities of 6sense and ZenIQ, brings forth a whole new meaning to ABM Platform comprehensiveness. While traditional ABM solutions might offer you one or a few pieces of the puzzle, for which you then must stitch together multiple point solutions, 6sense is the only ABM platform that is able to provide a consolidated offering.

When unveiling the new 6sense ABM platform earlier this year to a handful of our customers and leading B2B companies considering ABM solutions, the feedback was unanimously positive. Our early adopters mentioned that they had been waiting for somebody to “put it all together”; rather than them having to stitch together several point solutions, 6sense had done the seemingly impossible.

Meagen Eisenberg, CMO at MongoDB: “This is a strategic move for the two companies and a great fit from my vantage point when it comes to team and product. With all the noise in the martech space and point solutions that need to be cobbled together to deliver on the promise of ABM, I can easily see a demand orchestration platform emerge as a standard alongside B2B CRM systems.”

Matt Garratt, Managing Partner at Salesforce Ventures: “The combination of 6sense and ZenIQ, two of our most promising investments, delivers a comprehensive ABM platform and the coordinated, top-line growth B2B companies need to achieve their long-term vision.”

Forrester wasn’t able to capture the full 6sense offering in the New Wave as the evaluation was conducted before the public announcement of the ZenIQ acquisition, but our goal here was to put forth an image that captures the reality of where we are as a company today versus months ago. But don’t just take our word for it, see it for yourself in action by speaking to one of our 6sensors today.


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