At the 6sense Breakthrough Conference, 6sense unveiled its new Conversational Email module. Conversational Email employs AI models, psychographics, technographics, intent data, and predictive analytics to deliver “hyper-personalized, hyper-relevant emails to qualify and convert leads to sales meetings.”
Conversational Email supports campaigns across functions and the buyers’ journey. Marketing can send “personalized peer-to-peer nurture emails from multiple AI personas, and Operations can systematize meeting conversion and scheduling for qualified accounts. Sales teams can operationalize best practices and “scale across segments much easier.”
Marketing can also deploy Conversational Email to revive dormant accounts, qualify and convert inbound leads, and boost webinar and event registrations, participation, and follow-up.
6sense claims that beta customers enjoyed a 50% reduction in deal cycle times for marketing-sourced opportunities and a 1.5X increase in average deal size.
AI tools include a Visual Conversation Flow Builder, Email Assistant, and Qualification and Sales Handover. The Email Assistant employs AI to “effortlessly engage the correct buying team members, schedule follow-up based on out-of-office replies, book meetings with the right owners, and send targeted content.”
Dynamic content consists of multivariate blocks tailored to specific keywords, segments, personas, or products for personalizing messages.
Additionally, Conversational Email supports automated workflow triggers based on account buying behavior and contact activity.
“This launch is one of our most significant product updates yet,” said 6sense CTO Viral Bajaria. “Every company has overlooked and underworked, yet high-quality, leads. Critical outreach happens too late or simply never at all, which leads to missed revenue opportunities. The early results from customers in our beta program using 6sense Conversational Email demonstrates the impact: reduction in deal cycles, increase in average deal size, and new pipeline generated. While others in the market focus on sending emails, we are the first to focus on writing relevant emails and responding in ways that lead to more quality pipeline, more efficiently.”
6sense also rolled out Contextual Targeting, which places ads alongside similar digital content. A study by Spark Neuro found that contextually relevant ads generate 43% greater engagement and double the ad recall.
In addition, 6sense offers over 100 new custom contextual topics for B2B marketers. “Advertisers won’t need to settle to use contextual segments that are largely designed for consumer marketers,” stated 6sense.
6sense claimed three benefits to Contextual Targeting. It:
- Respects user privacy by targeting audiences without using behavioral or data profiles
- Provides ready-to-use contextual topics built specifically for B2B
- Eliminates wasted ad spend on buyers that aren’t likely to engage
Another new feature is Campaign Forecasting which estimates a campaign’s daily audience, daily impressions, and daily spend. Campaign Forecasting helps marketers assess campaign budget and reach before launching the campaign.
6sense also announced at Breakthrough that a sales intelligence data application would be released in Q1. 6sense, which bought data company Slintel last October, will offer global contact data, intent data (3rd-party data, anonymous web visitor insights), firmographics, psychographics, and technographics. In addition, the “intuitive” UX will provide “actionable insights and [an] orchestration layer necessary to identify, prioritize and engage with accounts in-market.”
“With B2B buying committee members increasingly choosing to remain anonymous through most of their journey, sellers need insight to earlier signals for their sales outreach to be effective. With our latest advancement in 6sense Sales Intelligence, we bring industry-leading intent data, contact data, and AI insights to help sellers efficiently identify priority prospects, personalize their interactions, and take timely action with ease to drive meetings and conversion of pipeline to revenue.”Amar Doshi, SVP of Product & UX at 6sense
The Breakthrough Conference was billed as “an inside look at best practices to leverage AI and big data to accelerate revenue generation efficiently.”
“The Proceed with Confidence focus of our 2022 Breakthrough event couldn’t be more timely. We heard from more than 50 sales and marketing speakers at this year’s event that 6sense Revenue AI is the must-have competitive edge they can’t grow without,” said 6sense CEO Jason Zintak. “B2B companies are losing revenue opportunities and leaving money on the table. To deliver a better buying experience in today’s selling environment, it’s imperative to leverage AI along with pre-intent data, intent data, and predictive analytics to know which accounts are in market to buy your product or service, when and how to target them, and what messages to deliver to best engage.”