6Sense: Predictive Timing and Visibility

6Sense Buying Stage by Industry
6Sense Buying Stage by Industry

Predictive sales and marketing intelligence company 6Sense announced that their Q3 revenue rose 400% year-over-year.  While an impressive growth number, the 6Sense platform officially launched in May 2014 so the growth rate is based on a small denominator.  6Sense landed several new Fortune 1000 software and hardware clients during the quarter but did not disclose names.  Clients include Cisco, Xactly, CSC, NetApp, CBS Interactive. and Blue Jean.

“We’re winning these enterprise customers because we’re solving two huge problems for marketing and sales teams: timing and visibility. Timing is everything – getting into a deal early nearly guarantees you’ll win. Unlike other solutions on the market that scrape the web or run potential prospects against buyer fit models, our platform uses exponentially more and richer data sources to find buyers that have a need now,” said 6Sense CEO Amanda Kahlow. “Our customers have the competitive advantage of being the first to know and the first to take action the moment their prospects enter a buying cycle. And they have one platform, versus hundreds of channels, from which to monitor their buyers’ journeys.”

The 6Sense Private Data Network ingests intent data from across the web.  Intent data, licensed from Bombora, is gathered from B2B media sites to identify anonymous researchers as they perform searches and visit blogs, publisher sites, advisory services, review sites, etc.  Intent data is tied to companies via IP addresses and tagged to business topics.  While specific users are not identified, intent data flags hot topics by company, allowing for refined scoring, messaging, and targeting.  The Private Data Network insights are then matched against client proprietary intelligence (e.g. CRM, Marketing Automation, Weblogs) to give clients “a full picture of all the buyers that could be considering their solutions, not just the ones that raise their hands. 6sense helps its customers make sure their messages are not only hitting the right audience, but also hitting them at the right time, when they actually have a demonstrated need.”  6Sense not only scores current prospects but identifies net new companies that have not identified themselves as prospects to the firm.

“Intent data gives marketing and sales two advantages,” opined Kerry Cunningham of SiriusDecisions. “First, it reveals greenfield opportunities that would otherwise be uncontested losses. Second, it diagnoses “false positives” or wrong predictions which would keep the sales team chasing dead-end leads.”

Integration partners include Marketo, Oracle Marketing Cloud, Adobe, and Salesforce.

According to marketing analyst David Raab, 6Sense pricing is “based on factors including the number of models created and volume of new net contacts provided.”  Last year, David Raab noted that pricing exceeds $100,000 per customer.

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