6Sense rolled out enhanced Sales Intelligence features to its ABM Orchestration platform. New features help track account engagement over time, visualize anonymous intent at key accounts, and display engagement status by personas. 6Sense also added ABM Alerts and updates to its reference company dataset.
According to 6Sense, “the Sales Intelligence enhancements change the way revenue generating teams create and drive pipeline with easy-to-consume insights designed to drive sales action in coordination with marketing.”
“ABM is not a marketing-only initiative – it is crucial that account managers, sales development reps and other members of the sales team are collaborating and aligned. Sharing critical target account insights such as recent topical interest and engagement history in a sales platform that the sales team is familiar with makes it easier for revenue teams to take action.”
Matt Senatore, Service Director of Account-Based Marketing, SiriusDecisions
6Sense Sales Intelligence is based upon CRM and marketing automation data, web engagement data, and 6sense’s anonymous intent data. Intelligence is displayed across three tabs:
- Activities: Buying Stage, Top Branded and Generic Keywords, and Engagement Scores over time
- Persona Map: Engagement levels by job and function with associated engagement level
- Additional Insights: Firmographics, Technographics, Website Visitors by location, Top pages viewed by account
ABM Alerts deliver weekly activity profiles on key accounts to sales reps. The email alerts include a spotlighted account “that has shown a significant volumeof relevant activity, making it especially interesting or urgent to act upon.” 6Sense spotlights firms that have not been recently contacted but are showing high-levels of engagement or intent.
The alert also provides up to five accounts which are newly engaged or reengaged, five accounts with multiple people engaging, and five accounts with declining engagement. ABM alerts provide direct links to account profiles in 6Sense and Salesforce.
ABM Alert account details include a summary of the top activities associated with that account over the past week, including keyword research, and web visits.
“This update was designed as a response to sales teams’ requests to be empowered with insight to prioritize their time better, make their outreach more relevant, and shed light on what their prospects really care about at any given time,” said VP of Product Amar Doshi. “For those who subscribe to the BANT qualification approach, getting an early advantage on learning about need and timing can make all the difference in deal outcomes.”