6sense Reaches Unicorn Status

6sense Funding Rounds (Source: Crunchbase)

Sales Engagement vendor 6sense closed on a $125 million Series D that valued the firm at $2.1 billion.  The round was led by D1 Capital, with Sapphire Ventures and Tiger Global joining.  Existing investor Insight Partners participated as well.

A few years ago, 6sense described itself as a predictive analytics company.  When the predictive analytics segment failed to gain significant traction, it rebranded as an ABM Orchestration Platform.  The other predictive analytics companies rebranded as CDPs or were acquired for their technology.

Repositioning as an ABM platform proved prescient as 6sense now competes head-to-head with Terminus and Demandbase, two other very successful ABM Platforms.  Terminus closed on a $90 million Series C in February, and Demandbase is also well funded, setting up a market share land grab for ABM Platforms.

6sense has doubled in size each of the past three years, setting the stage for its unicorn round.  Forrester named them a leader in its Q2 2020 Wave Report on ABM Platforms, where 6Sense scored highest on current offering and tied with Terminus on strategy.

“6sense has made significant progress since our first evaluation of this market in 2018 — and now offers a comprehensive solution, matched by an aggressive vision, roadmap, and market approach,” wrote Forrester Principal Analyst Steven Casey.

Customer conversations are a critical part of our due diligence process, and the feedback from 6sense customers is among the best we’ve heard.  Improving revenue results is a goal for every business, but it’s easier said than done. The way 6sense consistently creates value for customers made it clear that they deliver a unique, must-have solution for B2B revenue teams.”

Dan Sundheim, Chief Investment Officer at D1 Capital Partners

6sense will invest the funds in market growth and product development, including its data layer, machine learning-based next best action recommendations, and scaling its “AI-based orchestration capabilities to deliver ideal customer journeys based on data and insights.”

The round comes 15 months after a $40 million Series C led by Insight Partners.  Pitchbook indicates that the firm was valued at only $300 million in January 2020.  6sense is on track for another year of 100% plus growth after inking deals with 100 new customers in Q4.

“We’re doubling down on our investment because we’ve seen the 6sense team consistently execute against their plans for the past year and a half, and we witness firsthand the results the platform delivers every day for our portfolio of high growth companies,” said Jeff Lieberman, Managing Director at Insight Partners. “Being the leader in account-based sales and marketing technology ideally positions 6sense to unlock additional market opportunities, and we’re confident that they have the vision and track record to forge the future of revenue technology.”

CEO Jason Zintak sees a broader vision for the company than SalesTech, MarTech, or AdTech, describing his firm as a RevTech company.

“Our AI is focused on signal, identifying companies that are in the market to buy something,” Zintak told TechCrunch. “Once you have that, you can sell to them.”

RevTech looks to unify the marketing, sales, RevOps, and customer success groups within the revenue team and align them behind selling to the right buyers at the right time.  Firms still struggle with identifying prospects that are the ideal fit, much less properly timing their prospect outreach.

“This is both a data and execution problem. One can’t be untethered from the other,” blogged Zintak.  “I’ve long believed there is a tremendous opportunity to solve this problem and move the sales and marketing technology world away from outdated tools, and usher in a new era of B2B platforms that will fundamentally change the way companies go to market. We’re already seeing account-based tech, sales tech, and legacy marketing tech categories beginning to converge into a massive market that will only continue to grow. I also believe 6sense is uniquely positioned to capitalize on this opportunity and deliver the transformation our industry is so hungry for.”

Thus, 6Sense looks to provide the go-to-market platform that delivers a “comprehensive B2B go-to-market with data, insights, and orchestration capabilities at the core.”

6Sense identifies the best-fit accounts and supports prospect timing via intent-based prediction models.  6sense claims that its customers:

  • Raise their average deal size by 35%.
  • Increase their opportunity conversion rate by 20%.
  • Reduce deal-cycle time by 20%.

Zintak argues that the alignment problem is exacerbated by multiple tech stacks with data and functional silos that “optimize” around subsets of the revenue problem.

The MarTech landscape is teeming with micro-solutions for every nagging problem the marketing automation platform vendors aren’t able to solve (or they themselves created). SalesTech is no different. Your CRM wasn’t built to facilitate decision-making; it was built to store records. Add RevOps and customer success teams into the mix, and the people, process, and technology alignment challenges grow exponentially, as more data becomes siloed and disconnected from execution.”

6Sense CEO Jason Zintak

“AI generally is a buzzword, but here it is a key part of the solution, the brand behind the platform,” said Teddie Ward of Insight Partners.  “Instead of having massive funnels, 6sense switches the whole thing around. Catching the right person at the right time and in the right context make sales and marketing more effective.  And the AI piece is what really powers it. It uses signals to construct the buyer journey and tell the salesperson when it is the right time to engage.”

“We invest heavily in sales and marketing technology, and 6sense is truly one-of-a-kind,” said Sapphire Ventures partner Rajeev Dham.  “We’ve always viewed 6sense as a market leader with the ability to execute on their bold vision of transforming sales and marketing with data-driven insights and orchestration capabilities.  6sense is already the leading account-based sales and marketing platform, and they are poised to define and deliver the future of revenue technology that every B2B organization needs.”

SalesLoft Deal Engagement Scores

Sales Engagement vendor SalesLoft announced Deal Engagement scores, a “machine-learning capability [that] gives frontline managers an unbiased way to prioritize deals based on the calculation of over 30 data elements captured across Cadence, Conversations, and Deals.”

Instead of a black-boxed score, SalesLoft provides recommendations and an explanation of the score, helping sales managers identify opportunity issues and risks and take actions to improve close rates.  Thus, Deal Engagement Scores serve as early warning signs that deals may be going south, allowing them to take proactive actions that improve close rates.

Deal Engagement Scores are shown over time and include a set of stage progression indicators such as days since the last meeting, days until the next meeting, and close date pushes.  A seven-day summary details recent engagement activity and deal progression.

“It’s not enough to have just a Cadence product,” said Frank Dale, SalesLoft’s SVP of Product Development. “With Cadence, Conversations, and Deals on one platform, we collect data across the full buying cycle, from the first email, every call, meeting, and communication, through to deal closure and renewal.  Only SalesLoft can analyze all of this data to predict revenue outcomes.  No other Sales Engagement provider can offer this.”

SalesLoft published the 35 metrics that feed into their Deal Engagement Scores.

35 data elements are fed into their machine-learning model to prioritize and identify opportunity issues and risks. Engagement is measured across emails, phone calls, and meetings, with interactions measured by level.  Over 120 million customer interactions were fed into the machine-learning model. As a machine-learning capability, the model continues to improve and adapt. 

“Having this capability allows front-line sales managers an instant gut check on specific health for deals in flight,” posted CEO Kyle Porter on LinkedIn.

Deal Engagement Scores are available to early access customers with Deals functionality in the Enterprise and Sell plans.  It will GA by June.

Demandbase ABX

Demandbase, which pushed Account Based Marketing (ABM) as a business strategy a half-decade before other firms picked up the terminology, is now positioning Account-Based Experience (ABX) as the next generation ABM strategy.  ABX supports buyers across the full customer lifecycle and emphasizes messaging timing and an improved customer experience.

“Account-Based Experience takes the same principles as good CX — trust, empathy, and relevance at every stage of the journey — and applies them to the account-based world,” states Demandbase. “One of the fundamental principles of ABX is recognizing that our buyers live in a world of information abundance and attention scarcity, making any form of interruption marketing ineffective.  Instead, companies need to build trust with potential buyers, identify the ‘magic moments’ when customers are open to engaging, and then orchestrate the perfect interactions across Sales, Marketing, and Customer Success teams.”

By broadening the scope of ABM, “it keeps the customer where they should be, at the center of your go-to-market strategy, whether you are in marketing, sales, an SDR, or part of the customer success team,” said Demandbase VP and ABX Evangelist Beki Scarbrough. “In many ways, ABX simply takes the best practices that have emerged around ABM and applies them across your customer experience.”

According to a 2021 ABM Benchmark Study by Demandbase and RevOps Squared, “53% of businesses say that Marketing, Sales, and Customer Success are equally responsible for their account-based customer expansion strategy.”

Demandbase notes that ABM focused on account fit, defining the Ideal Customer Profile as the most valuable accounts for targeting, but failing to account for timing.  Thus, many ABM accounts had a “poor experience” due to mistimed engagement.  When account outreach is mistimed, prospects are unable to engage “on their own terms and on their own schedule.”

Demandbase also recognized that ABM focused on the marketing department and not the broader revenue team.  While ABM starts in the marketing department, it has long been understood that ABM encompasses marketing, sales, and customer success management.

“Our belief in ABX positions us to expand the ABM category within the industry,” said Demandbase CEO Gabe Rogol, calling it a “powerful go-to-market strategy.”

“ABX uses data and insights to orchestrate relevant, trusted marketing and sales actions throughout the B2B customer lifecycle. It’s all about engaging business buyers with relevant messages delivered in a trusted way on their own terms.”

Demandbase CEO Gabe Rogol

One of my criticisms of Demandbase is that they were focused on the marketing department with few tools for other departments.  While they acquired Sales Intelligence vendor Spiderbook five years ago, the service withered.  Their technology partner list is heavily weighted to marketing with few sales-oriented partnerships beyond SalesLoft and Outreach.  Likewise, the ABM Leadership Council that they founded was marketing-centric and lacked vendors that supported other departments.  Conversely, the parallel Flip My Funnel movement, championed by rival Terminus, has long had a broader set of vendors and departments served.

Thus, Demandbase’s shift to ABX is a welcome update to their ABM vision and hopefully involves a broader functional scope of their offerings.  Unfortunately, Demandbase did not reveal any new functionality in support of ABX, so we’ll have to see how they plan to implement this broadened definition.  On April 7th, Jon Miller, Demandbase’s Chief Marketing and Product Officer, will provide additional ABX details at a webinar.

“I’ve always described Account-Based Marketing as ‘fishing with spears’,” said Miller. “It’s a great analogy, but you’ve got to realize that it doesn’t feel very good to get poked by a spear!  Similarly, B2B buyers today want to research potential solutions anonymously, on their own schedule, until the time when they actually do want to engage with a vendor.  ABX lets us work with modern buyers on their own terms: anonymously when they want to be, helpful and relevant when they are ready, and always based on trust. It’s a much better customer experience and it delivers much better long-term results.”

Vainu Workflow Triggers

Sales Intelligence vendor Vainu has added a set of Workflow Triggers that take automated actions based upon CRM data updates.  As Vainu enriches CRMs with financial data mined from European registered data filings, it has raw, current data for triggering activities.  Admins set up the trigger rules, and Vainu creates “smart actions” such as creating CRM Tasks, adding a row in Google Sheets, or sending a Slack notice.

For example, a Workflow Trigger may be set up to look for SaaS companies that meet the “Rule of 40” condition (revenue growth plus profitability margin).

Vainu CEO Mikko Honkanen notes that trigger rules and ratios will vary by industry and may include custom rules specific to each of Vainu’s customers.  Thus, the Rule of 40 “is typical of the software industry but isn’t that critical for other businesses.  For being truly data-driven, each company has its own magic numbers based on the data points of their interest.”

Vainu claims that it supports thousands of data points for triggered workflows, kicking off both sales notifications and custom marketing messages associated with each trigger.

“Some people might want to know when a company starts using lead capture forms on its website.  Someone else might want to be alerted as soon as a company adds a new environmental standard to their corporate social responsibility web page.  Or when a company appoints a new CEO. Or when it adds an auxiliary name that includes the word ‘restaurant’ in it.  The most valuable trigger event is often a change in that specific event.”

Vainu CEO Mikko Honkanen

Along with data changes, actions may be based upon any of seventy event triggers or new accounts meeting ICP criteria.

Vainu, headquartered in Helsinki, emphasizes the value of dynamic data fed into enterprise platforms.  Dynamic data ensures that decision-making is based upon timely and accurate data.  It also allows salespeople to be customer-centric.

“By having access to data that informs them of the current situation of an organization, as well as what recent changes the organization has undergone, salespeople are able to tailor their messaging and offer a personalized experience,” blogged Vainu marketer Nikolai Bang. Vainu covers nearly thirty million companies across Scandinavia, the Netherlands, France, and the United Kingdom.  Triggers are based upon the licensed countries.

Vainu Sales Triggers support automated Workflows.

BNZSA Intent Activation Engine

B2B IT Marketing Agency BNZSA (pronounced BEN-zah) entered the intent data space with the BNZSA Intent Activation Engine product launch.  The new service identifies, tracks, and activates buyer intent.  BNZSA combines technographic, firmographic, intent, NLP, and B2B telemarketing data to deliver a set of intent-activated leads.

The new service “connects all the disparate tools available to deliver the most accurate buyer Intent data, with the highest possible lead qualification and industry-standard GDPR compliance.”

Madrid-based BNZSA supports buying committee identification; intent, firmographic and technographic insight; and prospect engagement.

“At the heart of the BNZSA Intent Activation Engine is a combination of data and digital capabilities with inter-personal engagement,” stated CEO Brahim Samhoud.  “No one else offers this. There are intent vendors, technographic vendors, firmographic vendors, contact vendors, digital agencies, and tele-agencies.  Some provide pieces of the puzzle, but none does everything – until now.  No other offering provides B2B sales and marketing leaders with so many different execution options.”

BNZSA describes itself as a customizable, full lifecycle intent data solution for B2B sales and marketing teams.  

“The BNZSA Intent Activation Engine realises an end-to-end value journey through information enrichment via broad-based Intent, firmographics, and technographics, to digital warming through social media, content syndication, email, display, and PR, to local language phone-based BANT qualification,” wrote the firm.

The BNZSA Intent Activation Engine supports the following processes:

  • BNZSA Intent Data Pool: An aggregated database of billions of global, weekly intent records.
  • BNZSA Tech-Lab: An AI, NLP platform that analyzes intent potential and selects relevant records.  The NLP supports twelve European languages and combines it with machine learning and knowledge graphs.  High-intent records are matched with “client TALs [tele-prospecting accepted leads] for advanced re-targeting and adapted nurture tracks” while “the remaining selected data is further filtered by criteria specific to clients’ needs.”
  • BNZSA OmniDatabase: A reference database holding millions of company records for firmographic and technographic enrichment.  The OmniDatabase gathers data from half a dozen third-party data sources and is enriched by BNZSA’s data research team.
  • BNZSA Pipeline: Local-language demand-generation teams engage with prospects to generate a “predetermined number of highly qualified, information-rich leads” that are delivered to client sales and marketing teams.  The demand-generation teams support fifteen languages and places 15,000 calls per day.

BNZSA does not publicly disclose its data partners, but they are all respected firmographic, technographic, and intent data sources.

Leads are fed to Marketo, Salesforce, PipeDrive, and Microsoft Dynamics.  They also support warm handovers to clients where the demand generation rep schedules the call and joins the first meeting.  Because leads are BANT qualified, 70% of leads convert to opportunities with a 35% faster lead-to-close window.         

UK Country Manager Paul Stacey argues that personalizing messaging through digital campaigns alone is difficult and that ABM campaigns should never be purely digital.  The need for a human touch is even more important during the pandemic when face-to-face meetings are no longer possible.

“If you read the ABM technology vendor’s marketing claims, you would be led to think that automation can overcome marketing and sales teams’ current challenge for intimacy with clients and do it all instead – identify, reach, and engage with your highest-value prospects – at the touch of a button.  But can these off-the-shelf solutions truly automate at scale while retaining key customer insights and preserving intimacy?  I think not.

There is a place for automation of course, but it’s worthless without high-quality data, and essentially, the intervention of people. 

I would argue that the human touch is necessary in at least one, if not multiple, touchpoints in any company’s ABM campaigns.  Demand generation must ultimately be powered by people.”

BNZSA UK Country Manager Paul Stacey

BNZSA is based in Europe, so it is well-positioned to conform to GDPR and country-specific data privacy regulations.  It was founded seven years ago as a marketing agency focused on tele-based demand generation.  It has steadily grown at 30% per annum since launch and employs 200 in Spain, the UK, France, and Morocco.  Last year, it grew revenue by 38%.

BNZSA has over 100 clients and a 95% client retention rate.

Groove Integrates with Sendoso

Sales Engagement Platform Groove announced an enhanced integration with Sending Platform Sendoso for enhanced email-based gifting.  The partnership lets joint customers send direct mail, personalized gifts, eGifts, and celebrity greetings to over 165 countries.  

The service helps revenue teams “strategically leverage gifting in their daily workflows to strengthen relationships, accelerate deal cycles, and re-engage dormant accounts,” blogged Groove Director of Communications Jason Klein.

Sales reps can send gifts from their email or send gifts after a meeting through Groove’s scheduler link.

“Unlike other sales engagement platforms that were built for prospecting, Groove seamlessly aligns with our AE and CSM workflows, making them more efficient and effective in their day-to-day workflows,” said Alex Miller, Sendoso Director of Revenue Operations.  “Our teams took to it right away, and we’ve subsequently seen 95% percent adoption across our sales and customer success teams. Not only are our reps more effective, but we have complete visibility into pre- and post-sales activities for every prospect, customer, and partner account in Salesforce.”

Sendoso claims that its customers see a:

  • 4X increase in response rates
  • 50% faster deal cycles
  • 20+ hours saved per campaign
  • 450% ROI on campaign investment

Sendoso recently ran a reactivation campaign with a 50% open rate and 21% conversion rate for booked meetings, resulting in a ten percent meeting book rate from within Groove Flows.  Reps are notified when gifts are delivered, helping raise conversion rates.

“Our AEs love that they can now live in Gmail instead of a separate app and still have Salesforce data at their fingertips and add contacts with a single click,” said Miller. “Whether an AE needs to jumpstart a stalled deal or a CSM needs to ensure a customer shows up for a meeting, Groove lets them easily send out a Sendoso-powered gift without ever leaving their workflow.”

Groove also has partnerships with Salesforce, MSD 365, Google Workspaces, Vidyard, Seismic, Highspot, and LinkedIn Sales Navigator.

XANT: Inbound Lead Response Rates

In March 2011, the Harvard Business Review published “The Short Life of Online Sales Leads,” which discovered that companies were slow to respond to sales leads, and there were considerable benefits from rapid responses.  The study is often cited, but there was little subsequent data to determine whether these issues and opportunities still held.  Fortunately, XANT recently replicated the study, looking at three years of inbound lead response and contact rates.

The new study analyzed 55 million sales activities at over 400 companies.  XANT looked at 5.7 million inbound leads and found that 57.1% of first call attempts took place after a week or more, and only 0.1% of inbound leads were responded to within five minutes.  However, firms that responded within those first five minutes had an 8X conversion rate versus later return calls.

“Maybe we simply didn’t realize what we were leaving on the table,” wrote XANT. “Maybe we over-rotated on targeted ABM strategies at the expense of speed-to-lead.  Marketing automation shouldn’t replace meaningful and quick sales engagement.”

XANT proposes a second problem that slows lead response times, the manual assignment of leads to individuals, resulting in two sets of delays – the lead routing process and the sales reps’ ability to respond quickly when a batch of leads is handed to them.

“Leads sit, go cold, and revenue slips,” warns XANT.

To address the slow response problem, XANT added a shared record option to their Sales Engagement Platform.  The goal is to work every lead with named accounts properly routed and other leads delivered to a shared pool with priority leads immediately offered to reps.   XANT provides AI tools and a rules-engine to auto-assign leads from target accounts and load others into a shared pool with prioritized leads labeled urgent.  The top-rated leads are then offered to the sales team on a round-robin basis, ensuring that all reps have access to top leads and that priority leads have rapid response rates.

“With records in a shared pool, reps won’t get bogged down or locked out,” said XANT. “High-performing reps can blow through their leads quickly and continuously draw from the shared pool.”

XANT describes Shared Leads as another robot that improves the efficacy of sales reps.

“Whereas many treat automation as a way to email spam, we treat it as an enhancement to improve engagement and sales,” explained XANT Head of Product Mark Littlefield. “The basics of Robots include auto-enrolling records, opportunity funnel progression, prioritizing tasks, triggering reps to customer events, performing reliable data entry, and a lot more.  With Shared Records, we’re bringing teams the flexibility to compile records into shared folders or automatically assign them to the right reps so they can accelerate their speed-to-lead and their time-to-value.”

Leadspace – ZoomInfo Partnership

Leadspace and ZoomInfo inked a strategic partnership to distribute ZoomInfo data through the Leadspace Customer Data Platform.  The platform-level integration lets customers activate ZoomInfo data and intelligence from within Leadspace.  The Leadspace CDP is a data-agnostic platform that supports predictive scoring, ICP analytics, look-a-like modeling, intent signaling, and custom buyer personas and scores.

The partnership is Generally Available to joint customers.

Leadspace also offers robust data hygiene and enrichment based upon the Reachforce platform it acquired several years ago.  Other tools include web forms, marketing automation and SFDC enrichment, and custom audiences for programmatic marketing.

“We talk to many B2B companies that work with ZoomInfo and see tremendous value in their intelligence solutions,” said Leadspace CTO Amnon Mishor. “We’ve partnered with ZoomInfo on some strategic clients and proven the added benefits of the Leadspace platform in being able to unify other data and intelligence with the ZoomInfo data, then activate it across channels. It’s really the best of all worlds for our customers.”

While both companies have strong matching capabilities, Leadspace is performing real-time matching between the two platforms.  Initially, the partnership supports company and contact enrichment, but additional datasets such as technographics and intent are planned.

“Every B2B enterprise can benefit from the new Leadspace and ZoomInfo integration,” said ZoomInfo CRO Chris Hays. “We believe making our data available through a leading customer data platform (CDP) for unification and activation is the new frontier for B2B sales and marketing, and it’s a great way for customers to see even greater return on their investment in data.”

Both companies have performed well during the pandemic.  ZoomInfo IPO’d in June and has had several strong quarters since going public, growing revenue 62% last year.

Leadspace closed on a $46 million Series D earlier this month.  It doubled its customer base over the past two years and grew revenue 151% between 2016 and 2019, placing the firm at 2,681 on the 2020 Inc. 5000 list.

Terminus Enhancements

ABM Platform Terminus rolled out a set of platform enhancements for “optimizing ABM strategies.”  New features include global targeting, chat playbooks, and Live View.  Global targeting expands Terminus’ coverage beyond the US, letting marketers create and manage international campaigns.  The functionality is generally available as of February 24.

International Targeting is country-based, with campaign-based budgets and timelines.  Users can also target ABM accounts or focus on an enterprise account in specific countries.

Terminus Chat now supports playbooks that “intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time,” blogged Terminus Product Marketing Senior Director Audra Felten.  The new functionality simplifies chat set-up with a “powerful new chatbot builder and logic builder.”

The new Live View feature lets reps proactively engage website visitors.  Users can view live information about accounts visiting the company website, along with page views, before reaching out on the chat channel.

In March, a new Advertising Insights report will be available in the Measurements Studio.  The report tracks brand awareness, lead and opportunity creation, pipeline acceleration, and closed-won deals.  Advertising Insights measures advertising effectiveness and ties its impact to account-based execution.  Digital Marketers can assess site visits and leads driven through Terminus advertising.  Likewise, Demand Gen Marketers can evaluate visits, conversions, and pipeline directly associated with Terminus Campaigns and adjust the marketing mix accordingly.

“With our February release, we’re going all in on building the ABM platform of the future, which means bringing ABM and sales engagement together even more seamlessly,” said Terminus Chief Product Officer Bryan Wade. “At the end of the day, it’s all about revenue. Customer-facing teams have to be focused on the best-fit accounts and engage at exactly the right time to drive results, but that can only happen when efforts are coordinated. These new capabilities make it easier than ever for sales and marketing to operate as one team.


Terminus just announced a $90 million Series C that valued the firm at $400K. I will cover the round on Monday.

Terminus – Outreach Integration

ABM Platform Terminus and Sales Engagement Platform Outreach rolled out an integrated solution to enhance ABM workflows based on shared account data and personalized messaging.  Terminus account data identifies “high-value accounts in real-time to easily kick off highly personalized sequences to the accounts that their marketing teams are targeting.” Outreach multi-channel sequences have been tied into Terminus chat, email signature advertising, and website personalization, providing a personalized customer experience and account-based routing.

“It’s our mission to help marketing and sales together drive full-funnel account engagement,” said Terminus CEO Tim Kopp.  “Now with Terminus, Outreach customers can leverage the powerful account intelligence available in Terminus along with their existing sales engagement programs.   This makes it easier than ever for marketing and sales to better engage with the right accounts and deliver a cohesive experience at every point of the customer journey.”

The integration helps promote sales and marketing alignment through shared data and messaging tools that reduce the friction across email, website, and chat.  

“Meaningful revenue growth happens when sales and marketing are completely aligned and focusing on the accounts that matter most,” remarked Terminus Marketing VP Justin Keller. “Most of the time, that’s easier said than done, but we’re extremely jazzed about this integration because it makes that alignment simple and automatic.”

Terminus’ Chat from Anywhere functionality, based on their 2020 Ramble acquisition, routes chats to the most appropriate sales rep.  Chat from Anywhere links may be embedded in Outreach emails as a CTA.  The chatbot initially manages the conversation before routing the chat to the sales rep.  If the rep isn’t available, the bot can offer to schedule a meeting, offer content, or qualify the prospect.

Chat conversation logs are stored within Outreach notes.

Along with email, Terminus Chat from Anywhere links can be embedded in LinkedIn, Twitter, Landing Pages, etc.

“Rather than an asynchronous back-and-forth on email, you can pull the people you’re emailing directly into a live conversation with your sales team where they can provide a highly-personalized experience based on the account data available from Terminus,” blogged Keller.

The partnership also supports email banner marketing based upon Terminus’ Sigstr acquisition.  Terminus can embed targeted, personalized ads within the signature block of sequenced emails. “This capability opens up a massive new advertising channel ready to promote your most important initiatives,” wrote Keller.  “From general promotion of things like content or events, to targeted one-to-one campaigns that garner outrageous engagement.”

Conversations that originate on a website are now automatically routed to the appropriate account owner in Outreach.  Based on the conversation, those visitors can be automatically enrolled in Outreach sequences to ensure they stay engaged after the chat ends.

“While some segments of the economy are coming back strong, there are still many sectors struggling to find their footing in this new world. Sales and marketing teams are looking to make the most out of fewer accounts and are relying on account-based marketing to drive more revenue,” said Outreach CEO Manny Medina.  “But a solid ABM strategy is nothing without powerful data behind it. This integration brings together the actionable insights from Outreach with Terminus’ account intelligence data in one single solution. These connected workflows help sales and marketing accelerate the cycle from engagement to revenue and meet growth expectations as they navigate evolving sector dynamics.”