Folloze and 6sense Team Up to Power Digitally Rich B2B Buyer Journeys
Anurag Khadkikar | April 12, 2021
Folloze and 6sense announced a technology partnership today that brings together 6sense's intent, predictive, and account engagement data with Folloze's customized buyer experience and sales orchestration capability. The integration will identify target accounts and offer contextual buying journeys at scale based on their intent, stage, industry, use case, and more, using real-time data to understand buyer behavior. The news today highlights the rapid speed of digital transformation and the elevated position of marketers as architects of digitally engaging, informing, and delivering value buyer journeys.
Today's digital-first buyers want to be seen as allies, not marketing targets, with over 80% of B2B sales completed digitally and growing. At the same time, COVID-19's impact has accelerated the pace of digital transformation in every sector. Buyer engagement and digital selling have switched from sales to marketing departments in this evolving marketplace.
Viral Bajaria, CTO and Co-Founder of 6sense, said, "Today's digital-first customers are savvier than ever." “For revenue teams, delivering customized, timely, and appropriate buyer experiences through a diverse variety of digital touchpoints has become table stakes for revenue teams. Our collaboration with Folloze enables marketing departments to engage buyers based on their buying journeys and what is most important to them.”
Folloze's Chief Product Officer and Co-Founder David Brutman said, "Marketing departments must now step up and take greater control of the lead-to-revenue cycle." “Marketers must constantly offer high-value and appropriate journeys for today's competitive B2B buyer to satisfy these new realities. We're excited to be partnering with 6sense to help marketers develop meaningful account-based experiences using a process that's as simple as putting together a PowerPoint presentation.”
Folloze-6sense Integration Capabilities
Unknown visitors are matched to accounts using 6sense account identification, which surfaces appropriate account data such as firmographics, current buying point, segment, and intent keywords. Folloze conducts micro-targeted omnichannel campaigns based on these insights, relying on automation to guide buyers through their self-service journeys. Folloze tracks content utilization, screen time, subjects of interest, and the most active members of the buying team.
6sense account data is used by both inbound and outbound campaigns, including SDR outreach and Folloze marketing-email orchestrated promotions (using the Folloze ID service), so teams can "digitally surround" accounts while providing consistent experiences across channels.
Folloze creates the most advanced B2B Buyer Experience Platform on the market. Sales and marketing departments will use Folloze to easily develop rich, personalized, and value-added experiences that increase revenue impact throughout the customer journey. Folloze is trusted by top B2B brands including Autodesk, RingCentral, Cisco, and ServiceNow to increase customer engagement, sales growth, and account expansion across their target accounts.
By placing the power of AI, big data, and machine learning behind every member of the revenue team, the 6sense Account Engagement Platform helps B2B companies achieve stable revenue growth. 6sense is a company led by Jason Zintak that uncovers anonymous buying behavior, prioritizes accounts for sales and marketing, and allows them to engage resistant buying teams with personalized, multi-channel, multi-touch strategies. 6sense enables revenue teams to quickly learn what they need to know about their buyers, allowing them to quickly create more deals, maximize deal size, get through opportunities faster, and compete and win more often.