6sense

What is 6sense?

6sense is an account-based marketing and sales intelligence platform that uses artificial intelligence to identify anonymous buying behavior and predict which accounts are in-market for solutions. Founded in 2013, 6sense pioneered the intent data category by developing technology to capture and analyze buying signals from across the web, enabling B2B organizations to engage prospects at the right time with relevant messaging.

What makes 6sense unique is its comprehensive approach to account intelligence that combines first-party data with third-party intent signals, firmographic data, and AI predictions. The platform de-anonymizes website visitors, tracks content consumption patterns, and uses predictive models to score accounts based on their likelihood to purchase. This enables marketing and sales teams to focus their efforts on accounts showing genuine buying intent rather than wasting resources on cold outreach.

6sense has grown to become a leader in the revenue intelligence space, serving thousands of B2B organizations from mid-market companies to global enterprises. The platform’s account-based orchestration capabilities help align marketing and sales around target accounts, creating personalized experiences across advertising, email, web, and sales touchpoints. Organizations use 6sense to improve campaign efficiency, accelerate pipeline creation, and increase win rates.

Key Features

• Intent Data: Captures billions of buyer signals from across the web to identify accounts actively researching solutions in your category
• De-Anonymization: Identifies anonymous website visitors at the account level, revealing which companies are engaging with your content
• Predictive Analytics: AI models predict which accounts are most likely to purchase based on engagement patterns and historical data
• Account Identification: Comprehensive database of B2B companies with firmographic, technographic, and contact data for targeting
• Orchestration: Coordinates personalized experiences across advertising, email, website, and sales touchpoints for target accounts
• Segments and Audiences: Creates dynamic account segments based on intent, engagement, fit, and other criteria for targeting
• Advertising Integration: Activates audiences across major ad platforms including LinkedIn, Google, Facebook, and programmatic display
• Sales Intelligence: Provides sales teams with buying committee contacts, engagement insights, and next best actions for accounts
• Conversational Email: AI-powered email outreach that engages prospects with personalized, conversational messaging at scale
• Revenue Analytics: Measures account engagement, pipeline influence, and revenue attribution across marketing and sales activities

Latest Updates

6sense continues to expand its revenue AI platform with enhanced capabilities for identifying, engaging, and converting target accounts.

• 6sense Revenue AI: Enhanced AI models providing more accurate predictions and recommendations across the platform
• Conversational Email: New AI-powered email capability that creates personalized outreach sequences at scale
• Enhanced Intent Data: Expanded coverage with more intent topics and keywords across additional content sources
• Chrome Extension Updates: Improved browser extension for sales teams with real-time account and contact intelligence
• Salesforce Integration: Deeper native integration with Salesforce for seamless data sync and workflow automation
• Audience Expansion: New integrations with additional advertising platforms for broader reach and targeting options
• Privacy Compliance: Enhanced privacy features ensuring compliance with evolving data protection regulations globally
• Customer Data Platform: New CDP capabilities for unifying first-party data with 6sense intelligence

System Requirements

Web Application

• Modern web browser (Chrome, Firefox, Safari, Edge)
• Stable internet connection
• JavaScript enabled
• 6sense tracking script on website for visitor identification

Integrations

• CRM: Salesforce, HubSpot, Microsoft Dynamics
• Marketing Automation: Marketo, HubSpot, Pardot
• Advertising: LinkedIn, Google, Facebook, programmatic
• Sales Engagement: Outreach, Salesloft, Groove

Browser Extension

• Chrome browser (latest version recommended)
• 6sense account with appropriate license

How to Install 6sense

Platform Setup

1. Contact 6sense sales team for demo and pricing
2. Complete enterprise agreement and implementation planning
3. Install 6sense tracking script on your website
4. Connect CRM and marketing automation platforms
5. Configure intent keywords and topics for your industry
6. Set up target account lists and segments
7. Train teams on platform usage and workflows

Website Tracking

// Add 6sense tracking script to website header
<script>
  // 6sense tracking code provided during implementation
  // Typically added via tag manager or directly to site
</script>

Chrome Extension

1. Install 6sense browser extension from Chrome Web Store
2. Sign in with your 6sense credentials
3. Configure notification and alert preferences
4. Access account intelligence while browsing LinkedIn and other sites

CRM Integration

1. Install 6sense managed package from Salesforce AppExchange
2. Authorize connection and configure field mappings
3. Set up sync schedules for account and contact data
4. Configure alerts and workflow triggers

Pros and Cons

Pros

• Intent Accuracy: Industry-leading intent data helps identify accounts genuinely in-market for solutions in your category
• Comprehensive Platform: Unified solution covering identification, orchestration, and measurement eliminates need for point solutions
• AI-Powered Predictions: Machine learning models improve targeting by predicting which accounts are most likely to convert
• De-Anonymization: Reveals which companies visit your website even without form fills, expanding known demand
• Account-Based Orchestration: Coordinates personalized experiences across channels for cohesive account engagement
• Strong Integrations: Native connections with major CRM, marketing automation, and advertising platforms
• Sales Enablement: Provides sales teams actionable intelligence on accounts including engagement history and contacts

Cons

• Enterprise Pricing: High cost structure makes 6sense primarily accessible to larger organizations with substantial budgets
• Implementation Complexity: Full deployment requires significant technical setup and organizational change management
• Data Learning Curve: Understanding and acting on intent signals requires training and process adjustments
• B2B Focus: Platform designed exclusively for B2B use cases; not applicable to B2C organizations
• Privacy Considerations: Account identification capabilities may raise concerns in privacy-conscious markets or industries

6sense vs Alternatives

Who Should Use 6sense?

6sense is ideal for:

• B2B Marketing Teams: Marketers running account-based programs who need intent data to identify and engage target accounts
• Enterprise Sales Organizations: Sales teams selling complex solutions who benefit from early identification of buying intent
• Revenue Operations: RevOps professionals seeking to align marketing and sales around common account intelligence
• Demand Generation: Demand gen leaders wanting to improve campaign targeting and increase qualified pipeline
• Technology Companies: SaaS and tech vendors with considered purchase processes benefiting from intent-based targeting
• ABM Practitioners: Organizations committed to account-based marketing who need comprehensive orchestration capabilities

6sense may not be ideal for:

• B2C Companies: Platform designed exclusively for B2B; consumer-focused businesses should look elsewhere
• Small Businesses: Enterprise pricing makes 6sense cost-prohibitive for small teams with limited budgets
• Transactional Sales: Companies with simple, low-touch sales processes may not need sophisticated intent data
• Data-Only Needs: Organizations wanting just contact data without ABM capabilities may find better value elsewhere

Frequently Asked Questions

How does 6sense identify anonymous website visitors?

6sense uses IP intelligence, cookie data, and proprietary technology to identify the companies visiting your website even when individuals don’t fill out forms. The platform matches IP addresses and other signals to its database of B2B companies, revealing which organizations are engaging with your content. This account-level identification helps marketing and sales prioritize outreach to interested prospects.

What is intent data and how does 6sense capture it?

Intent data represents signals that indicate a company is researching solutions in a particular category. 6sense captures these signals by analyzing content consumption patterns across millions of B2B websites, publications, and platforms. When accounts research topics relevant to your solutions, 6sense identifies this behavior and surfaces it as intent signals you can act upon.

How accurate is 6sense’s predictive scoring?

6sense’s AI models analyze thousands of signals to predict account buying behavior. Customers typically report significant improvements in conversion rates when focusing on high-scoring accounts compared to traditional targeting methods. Actual accuracy depends on factors including data quality, market dynamics, and how well the model is tuned for your specific business.

Can 6sense integrate with my existing marketing stack?

6sense offers extensive integrations with major marketing and sales platforms including Salesforce, HubSpot, Marketo, Pardot, Outreach, Salesloft, and major advertising platforms. These integrations enable activation of 6sense intelligence across your existing workflows and tools without requiring wholesale technology changes.

How does 6sense pricing work?

6sense uses enterprise pricing based on factors including company size, data volume, modules selected, and advertising spend. Pricing typically starts in the mid-five figures annually for mid-market companies and scales up for enterprise deployments. Contact 6sense sales for a customized quote based on your specific requirements and use cases.

Final Verdict

6sense represents the gold standard for B2B organizations serious about account-based marketing and sales intelligence. The platform’s combination of intent data, predictive analytics, and orchestration capabilities provides a comprehensive solution for identifying, engaging, and converting target accounts that simply wasn’t possible before this technology existed.

The platform’s strengths lie in its proprietary intent data, sophisticated AI predictions, and ability to coordinate personalized experiences across channels. Organizations that fully embrace 6sense’s capabilities see significant improvements in campaign efficiency, pipeline creation, and ultimately revenue generation from their marketing investments.

B2B organizations with enterprise budgets committed to account-based strategies should strongly consider 6sense as a foundational investment. The platform delivers measurable ROI through better targeting, earlier engagement with buying accounts, and improved alignment between marketing and sales. While the investment is significant, the value of identifying in-market accounts before competitors often far exceeds the cost.