6sense Unveils Conversational Email

The new 6Sense Conversational Email Campaign Builder

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.

“A look at the basic process Conversational AI uses to nurture leads and turn them into sales opportunities.”

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 Contextual Targeting improves engagement and recall.

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.”

Terminus Connected Account Experiences

Account Based Engagement platform Terminus announced Connected Account Experiences, which helps customers identify in-market prospects, reach out to them, and engage them across the buyer’s journey.

Terminus claims that its cookie-free, first-party data provides a 16% lift in traffic from its targeted audience activation.

“Marketers can continuously optimize ABM strategies with Terminus Identify, the visitor identification system recently added to the Terminus Platform which features the company’s own first-party data sets,” stated the firm.  “Unlike other platforms, this owned data is never static and gets stronger with every interaction and with every channel.”

Terminus leverages both first-party visitor intelligence and partner intent data sets from Bombora and G2, helping marketers identify in-market accounts.  Other Terminus intent datasets include psychographics (the wants and interests of a company based upon public messaging), technographics, and hiring insights derived from job postings.

Other account intelligence includes firmographics, event data, relationships, and engagement data captured through interactions between prospects and company employees and automated platforms.

New engagement channels span CTV and audio, including Spotify, Hulu, DirectTV, and other streaming services.

“CTV is considered one of the fastest-growing channels in video advertising,” advised Terminus.  “Leveraging CTV from Terminus means customers can diversify their arsenals of creative assets and advertising channels, reach customers while they’re watching Hulu or other ad-supported streaming platforms, and boost brand awareness and revenue.”

Connected Account Experiences supports partner integrations through Salesloft, Outreach, and Slack.

Terminus supports many channels, including targeted display advertising, email signatures, account-based chat, personalized websites, LinkedIn Sponsored Content, direct mail (via Sendoso), asynchronous video (via Vidyard, Wistia, CloudApp, Hippo Video, or Loom), CTV, and audio.

“Today’s marketers need an ABM strategy that engages buyers with personalized touchpoints and connected account experiences across all channels and across the full funnel,” said Tim Kopp, CEO of Terminus.  “With Connected Account Experiences, Terminus enables marketers to identify their buyers wherever they are, reach them on any screen they use, and engage them with the marketing and sales automation tools their teams use every day.”

Dun & Bradstreet Acquires NetWise Data and Eyeota (Part III)

Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I). Today, I’m covering the Eyeota acquisition.

Eyeota supports a global methodology for onboarding offline and online data in a privacy-compliant and globally consistent way without the use of personally identifiable information (PII).

“In today’s market, brands need the ability to bridge real-world insights into the digital space in order to communicate more effectively with their customers and prospective customers,” states the firm’s About Us.  “Yet the market has never been so difficult for brands to navigate.  The challenge is finding the best ways to capture and activate audience data and to do so in a way that they can be confident is authentic, trustworthy and reliable.”

Eyeota builds audiences “based on what people are buying, watching, listening, reading, and interacting with in both the digital and offline world” that takes into account consumer demographics, behavior, and psychographics.”

Eyeota supports a broad set of global ad buying platforms, trading desks, DMPs, DSPs, and ad networks, including Adobe, Google Marketing Platform, Lotame, MediaMath, Neustar, Oracle Marketing Cloud, and Salesforce DMP.  Eyeota also supports social targeting on Facebook, Instagram, and Twitter.

“Eyeota’s expansive global data onboarding and activation capabilities are underpinned by our commitment to delivering audience solutions at scale, and we are proud of the work we have accomplished to develop one of the most powerful, agile, and interoperable frameworks for delivering addressable data in a privacy-conscious era,” said Kristina Prokop, Chief Executive Officer of Eyeota. “By combining forces with Dun & Bradstreet and NetWise, we will be able to offer a more holistic B2B audience platform to our clients, leveraging a powerful combination of data, technology, and insights that help clients better target and engage audiences across global markets and digital channels.”

Eyeota’s products extend the Audience Solutions business into campaign execution and “being online and participating more fully in the B2B MarTech and AdTech supply chain.”

Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in Eyeota for an estimated purchase price of $165 million upon closing, subject to net working capital adjustment. The deal is expected to close by November 5.

Eyeota has 84 employees and grew its headcount 12% over the past year. Founded in 2010, it maintains four offices in the U.S. and outposts in Sydney, Tokyo, Singapore, Pune, Berlin, and London.

Yesterday’s blog about the NetWise acquisition.

Terminus Acquires GrowFlare

ABM Platform Terminus, which has been on an acquisition binge the past year, added another complementary asset to its platform with the acquisition of sales intelligence vendor GrowFlare.  GrowFlare offers Ideal Customer Profiling (ICP) based on psychographics, which are the common phrases and interests companies share.  Other features include account profiling, prospecting, alerting, and a Chrome extension.  GrowFlare recently doubled its US company dataset to 500,000+ firms.  GrowFlare coverage spans over 90% of “US businesses with Purchasing Power.”

“GrowFlare adds a highly-differentiated level of account intelligence to the Terminus platform,” said Terminus CEO Tim Kopp. “Now teams can identify best-fit target accounts instantly, leverage unmatched AI and psychographic data to know exactly what to say and when, all while being more budget efficient.  This kind of psychographic data has long been used by B2C marketers to profile their future customers and now B2B marketers can as well. This is the modern approach to uncovering target accounts, and accelerates our position as the most intelligent B2B sales and marketing and platform available.”

Terminus likens psychographics to Netflix and Spotify, which can recommend similar content based upon user behavior.  Psychographics extend this logic to account selection. GrowFlare’s unique value proposition is its psychographics.  Most vendors only employ firmographics and technographics in their ICP modeling.

Psychographics are based upon AI and natural language processing of company websites, social media, government filings, job listings, etc.  GrowFlare identifies the “key characteristics that are common across your favorite customers (or any set of companies you want to identify).  From there you can find brand new accounts that match up to your customers, the new product you’re launching, the vertical-specific case study you’re about to drop, and so on.  Enter your favorite customer into GrowFlare and it will spit out hundreds of companies that think and act just like they do, instantly,” blogged Terminus.

When users click on a trending psychographic, they are presented with in-context examples of the phrasing with the term highlighted.  The trending topics and psychographics are “invaluable for marketing and sales personalization,” said GrowFlare Founder and CEO Matt Belkin.

Terminus is also positioning GrowFlare as a new form of “observed intent” versus third-party intent that is simply inferred. “If you’re a data-driven marketer, this should make the hairs on the back of your neck stand up because you know this primary data is a powerful signal coming directly from the accounts you want to target,” crowed Eisenberg.

“Your friends in sales will receive alerts about accounts that are starting to become interested in different things, almost as if it was trending on Twitter. They’ll be able to understand the most important focuses for those businesses, the psychographic topics that are trending, and just how serious they are about those focuses. They’ll know who to reach out to, when to do it, and what to say to deliver a beautifully personalized experience.”

Terminus Blog

Belkin noted that the two firms complement each other, with GrowFlare helping sales and marketing teams efficiently find accounts and Terminus focusing on account engagement.  With the acquisition, revenue teams can target segments based on firmographic, relationship, intent, and now psychographic data.

In GrowFlare, a similar companies New Prospects list includes a Fit Score, which gauges the level of similarity to the target company along with the shared psychographics.  So if a rep just closed a deal at the target, he or she can be confident that the high fit scores are similar in their market positioning.  Fit Scores are exportable to lead scoring models.  A quick view magnifying glass icon displays the trending topics for any of the prospects.

Any Keyword Search or Prospector Active List is automatically setup for alerts, whereby GrowFlare notifies the customer each week of meaningful changes and new prospect opportunities.  When viewed, the table of new prospects includes a Trend score, which is the change in rank position from the prior week.  An Active List focused on competitors will notify sales and marketing when competitor positioning shifts.  This tool would also be valuable for competitive intelligence analysts and business development reps looking to track a narrow universe of competitors or partners.

” Everywhere you look sales and marketing teams are wasting millions of dollars trying to acquire the wrong customers and saying the wrong things.  It’s crazy and the whole approach is broken.  We started GrowFlare to fix it.  You already know your best customers, GrowFlare helps you find 100 more just like them based on their shared interests.  It’s easy to see how focusing on what buyers care about – their psychographics – is far more effective when marketing and selling to them.  It sounds fancy, but it’s the same magic that powers recommendations for Amazon, Netflix, and Spotify in the consumer world.  We just built it for B2B.”

GrowFlare CEO Matt Belkin

Along with Prospector, GrowFlare offers a Prospector Bulk feature that executes against a full customer list.  According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and that sales and marketing teams can target with account-based outbound campaigns.”

GrowFlare also offers Keyword Search for identifying companies that are using specific terms in their marketing along with shared psychographics, locations, and company sizes.  Boolean operators such as AND, OR, and NOT are supported (e.g. “food delivery” NOT pet).   Keyword search “is valuable if you want to know what companies dominate specific messaging terms or if you are launching a new campaign and want to see who else may be positioned there,” said Belkin.

While many companies offer keyword searching, it is usually against a mined business description.  Only a few products, such as D&B Hoover’s Conceptual Searching, provide broader topical searching to build company lists.

GrowFlare is Terminus’ third acquisition over the past year.  They also acquired Ramble and its Chat Anywhere service and Sigstr for its email signature banner ads and relationship intelligence.

Belkin and the rest of the GrowFlare team are joining Terminus.  Belkin has twenty-five years of SaaS-industry experience at Adobe and Omniture.  At Domo Belkin was the Chief Operating Officer.  Belkin is Terminus’ new EVP of Data, Strategy, and Partnerships.

ABM platforms have emphasized top of the funnel audience engagement and given sales prioritization and messaging short shrift.  GrowFlare will help Terminus pass the ABM baton from marketing to sales.


I profiled the GrowFlare service back in June.

GrowFlare Doubles Coverage

GrowFlare, which I profiled a few weeks ago, doubled its coverage of US active companies to 250,000.  While a few additional large firms were included, the bulk of the growth was at the SMB end of the market.  GrowFlare nearly doubled the number of companies with $10 million to $50 Million, bringing that set to 50,000.  The coverage of firms with less than $10 million in revenue quadrupled to 170,000 SMBs.  Profiles include firmographics and psychographics, the common phrases that firms use to describe themselves and their markets.

GrowFlare employs a Fit Score, which is the level of similarity between a company and one or multiple companies provided to GrowFlare.  When the new set of companies was added, they were immediately included in the Active Lists (dynamic company lists of prospects) as Alerts.  The new companies are also available for prospecting and research via a Chrome extension.

“We’re continuing to grow organically and invest 100% of revenue into the platform,” wrote CEO Matt Belkin.

Upcoming GrowFlare development is focused on expanded partnerships.  GrowFlare is looking to add contacts from vendors such as InsideView and deepen its integrations with HubSpot and Salesforce.

GrowFlare V2.0 (Part II)

Continuing my profile of GrowFlare (Part I)…

While many companies offer keyword searching, it is usually against a mined business description.  Only a few products, such as D&B Hoover’s Conceptual Searching, provide broader topical searching to build company lists.

GrowFlare includes a free Chrome extension that “overlays the power of prospector right over the website,” HubSpot, or Salesforce.  “This is invaluable for anyone from an SDR

to an executive that wants a quick ten-second snapshot of a company before engaging,” said Belkin.  The Chrome connector detects the account, displays firmographics, trending topics, psychographics, and Next Best Prospect.

Prospector Bulk and GoldMiner support HubSpot append and enrichment, including Fit Scores.  Salesforce support is a roadmap item.  Belkin said that HubSpot support was a “strategic decision because HubSpot is more readily accessible, cheaper to develop for, more startup-focused, and we can build adoption faster.”

The user interface is clean and well laid out, with the ability to quickly sort prospecting tables and view additional details.  The company universe is limited to 130,000 US companies with ten or more employees “that have meaningful purchasing power.” Thus, GrowFlare is best suited for US account based marketers and strategic teams.  However, the service is still in its early stages of development.  It does not offer any contacts, and the firmographic intelligence, beyond the psychographics and trends, is limited.  There are some novel ideas and tools in this service, many of which are not found in more mature ICP offerings from the established players (e.g. DiscoverOrg AccountView, InsideView Apex, D&B DataVision).  These ICP / TAM tools were built for the marketing department, while GrowFlare is looking to serve both the sales and marketing departments with some competitive intelligence functionality as well.

GrowFlare is a freemium offering, with three free prospects provided with each search.  The Basic offering is priced at $2,950 per annum and includes ten prospects per list.  Growth offers 25 prospects per list for $4,950, and Unlimited offers the maximum number of relevant prospects per list for $9,950.  The paid offerings all include all of the features discussed in this profile along with 24/7 support.

The 2.0 release has helped the firm gain traction in the marketplace with revenue up 600% monthly (on a small base).  The average deal size is greater than $10,000. Upcoming GrowFlare development is focused on expanded partnerships.  GrowFlare is looking to add contacts from vendors such as InsideView and deepen its integrations with HubSpot and Salesforce.

GrowFlare V2.0

GrowFlare rolled out version 2.0 of its sales and marketing intelligence solution.  Enhancements include a revised Prospector tool for similar company searching, a Chrome connector for quick profiling and prospecting against a company website, HubSpot CRM imports, keyword searching, and customer fit scoring for HubSpot.

The enhanced Prospector tool identifies 100 companies similar to a target company based on psychographics, which are the common phrases and interests companies share.  This approach differs from most vendors that employ firmographics and technographics in their Ideal Customer Profile (ICP) modeling.  For the target company, the trending topics are displayed as a spider chart with new topics called out.  Reps can drill on trending topics to see an example from the firm.  Topical analysis is derived from websites, social media, government filings, and job listings.

When users click on a trending psychographic, they are presented with in-context examples of the phrasing with the term highlighted.  The trending topics and psychographics are “invaluable for marketing and sales personalization,” said Founder & CEO Matt Belkin.

The similar companies New Prospects list includes a Fit Score, which gauges the level of similarity to the target company along with the shared psychographics.  So if a rep just closed a deal at the target, he or she can be confident that the high fit scores are similar in their market positioning.  Fit Scores are exportable to lead scoring models.  A quick view magnifying glass icon displays the trending topics for any of the prospects.

Below the Prospects list are additional graphics and analytics, including a shared psychographics word cloud, top 10 shared psychographics, locations of the prospects, and sizing ranges (employee and revenue).  As these analytics are based on the prospecting list, they assist with campaign messaging.

Searches are auto-saved to Active Lists, which identify new prospects.  Company profiles are scanned and rebuilt each week with companies compared and ranked within the list.

“NEW means they are new to the list and is usually a great signal to reach out [to] now because something strategic has changed with that prospect, bringing them closer to your ICP.  Your window of opportunity is now,” said Belkin.  “For example, they launched a new campaign, rebranding, business model shift, product launch, leadership change, etc. – all of these can cause this change.”

Any Keyword Search or Prospector Active List is automatically setup for alerts, whereby GrowFlare notifies the customer each week of meaningful changes and new prospect opportunities.  When viewed, the table of new prospects includes a Trend score, which is the change in rank position from the prior week.  An Active List focused on competitors will notify sales and marketing when competitor positioning shifts.  This tool would also be valuable for competitive intelligence analysts and business development reps looking to track a narrow universe of competitors or partners.

GrowFlare recommends that firms run Prospector against themselves to see “where your messaging shines” as well as competitors to understand their current positioning.

”Everywhere you look sales and marketing teams are wasting millions of dollars trying to acquire the wrong customers and saying the wrong things.  It’s crazy and the whole approach is broken.  We started GrowFlare to fix it.  You already know your best customers, GrowFlare helps you find 100 more just like them based on their shared interests.  It’s easy to see how focusing on what buyers care about – their psychographics – is far more effective when marketing and selling to them.  It sounds fancy, but it’s the same magic that powers recommendations for Amazon, Netflix, and Spotify in the consumer world.  We just built it for B2B.”

­GrowFlare CEO Matt Belkin

The Prospector Bulk feature is similar to Prospector but executes against a full customer list.  According to Belkin, “The resulting output averages between 25x-100x more high-fit prospects that sales and marketing teams can target with account-based outbound campaigns.”

GoldMiner CRM compares a customer list against open CRM leads and opportunities.  CRM accounts may be uploaded from HubSpot or entered as a domain list. 

The results are similar to Prospector, with GoldMiner listing the best prospects based upon Fit Score and the best reference customer.  GoldMiner also displays

  • The most valuable reference customers – Which accounts are the top referenced customers for the prospect list
  • Match rates
  • CRM Growth Multiplier – The CRM Growth Multiplier compares the number of high priority prospects in the prospect list to the number of customers in the CRM.
  • CRM Efficiency – The number of CRM high-priority prospects versus the total leads in your CRM.  CRM efficiency indicates the percentage of high value accounts in the CRM vs. weak fit accounts as determined by GrowFlare.

Belkin suggests that the new leads list should be run through GoldMiner “every day or week” as “this can be very valuable in quickly prioritizing third-party list buys, webinar lists, partner lists, technographic lists, and much more.”


Part II of my GrowFlare coverage continues tomorrow with a discussion of Keyword Searching, the Chrome Extension, and pricing.