How 6sense’s Embedded CDP Creates Immediate Wins

June 6, 2022 | 220 views

6sense’s Embedded CDP
Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams.

When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up.

Why?

A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as:
  • What your ideal customer profile (ICP) looks like
  • Accounts you might not know about that are in-market and ready-to-buy
  • The websites, keywords, and topics your buyers research most
  • The signals your buyers give off when they’re ready to buy

When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing.

Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?”

How CDPs Bolster Your ABX Strategy

Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts.

The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers.

That information includes:
  • Web pages they visit
  • Webinars they attend
  • Content they download
  • Calls they have with your sales team

The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy.

Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time.

There’s a problem with traditional standalone CDPs, however. They can’t look backwards.

They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results.

But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data?

Win Fast with a CDP Full of Critical Data

The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data.

Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight?

6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years.
  • Previously anonymous accounts that have been researching topics that match your offerings
  • A detailed ICP based on real, historical data
  • Insights into which of your prospects are actually in-market and ready-to-buy
  • Clear evidence on which accounts and buyers should be prioritized

We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline.

Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to.

Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points.

Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline.

“With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC.

Conclusion

Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy.

But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI.

An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

Spotlight

LoopMe

LoopMe was founded with the mission of closing the loop on brand advertising. Our full-stack tech platform harnesses mobile data, using a powerful combination of attribution, Artificial Intelligence and analytics to deliver outstanding campaign performance against brand outcomes - consideration, purchase intent, foot traffic and sales.

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Read More

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Generative AI Leaders Gan Poach New Chief Revenue Officer from ABM Giants 6sense

Generative AI, 6sense | November 14, 2022

Sequoia-backed state-of-the-art generative AI engine, Gan, unveiled their new Chief Revenue Officer, Anupreet Singh, in didactic fashion — by having their AI generate him on a LinkedIn livestream. Anupreet, who previously headed GTM at Slintel (a 6sense company), will now ply his trade building Gan's global revenue efforts across all channels. This comes at a crucial time when Gan will go full steam ahead with their plans to build the generative AI video personalization layer of the World Wide Web — a quantum leap for the visual cortex of the internet. When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI." When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI. But little did I know that Gan’s entire technical team was as sophisticated as it gets. I couldn’t believe the difference in quality between Myna by Gan and its closest competitors. This means we're almost single-handedly building the generative video personalization space." Myna by Gan has powered some of this year’s most innovative marketing campaigns of brands including Zomato, Swiggy, and Samsung, which saw them feature as one of only 200 technologies at TechCrunch Disrupt 2022. Anupreet added, "Video personalization started with Google’s text-to-speech in 2018, and followed by AR digital avatars of humans. With Myna, we’re unlocking a whole new level through hyper-personalised video-based marketing campaigns. With our product, human recordings come alive to speak personalised words based on who’s watching! For users to hear their name, city, most ordered item, etc. from your brand ambassador is as real as it gets. When I first experienced the product, I knew I wanted to make this superpower available to every marketer and salesperson.” Till date, Myna by Gan has generated over 55,000 hours of AI personalised content in 8 languages; watched by over 500 million viewers worldwide. Gan Founder and CEO, Suvrat Bhooshan, also chimed, "With our product adoption growing at a meteoric pace, it was a no-brainer for us to bring in Anupreet, who has led multiple tech start-ups to astronomical growth. We're going all-in with our go-to-market efforts, and we have huge plans for the future."

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