ACCOUNT-BASED EXECUTION

6sense Announces $200 Million Series E Round, Increasing Valuation to $5.2 Billion

6sense, Saleswhale, Blue Owl, MSD Partners | January 25, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, today announced it has closed $200 million in a Series E funding round. The new funding more than doubles 6sense valuation to $5.2 billion just ten months after its $125 million Series D round.

Its latest funding round is co-led by new investors Blue Owl and MSD Partners and includes additional new investors SoftBank Vision Fund 2, B Capital Group, Franklin Templeton, and Harmony Partners. Existing investors Insight Partners, Tiger Global, D1 Capital Partners, and Sapphire Ventures also participated in the round, bringing 6sense's total funding to $426 million.

"Ten months ago we ignited the RevTech Revolution with a promise to provide the only AI-driven platform that unifies data, people, and processes to unlock predictable revenue potential. We've delivered on this promise and the market has spoken. Our growth continues to outpace every competitor in our category, and customers consistently rave about the exceptional results they see with 6sense," said Jason Zintak, CEO of 6sense.

"Ten months ago we ignited the RevTech Revolution with a promise to provide the only AI-driven platform that unifies data, people, and processes to unlock predictable revenue potential. We've delivered on this promise and the market has spoken. Our growth continues to outpace every competitor in our category, and customers consistently rave about the exceptional results they see with 6sense," said Jason Zintak, CEO of 6sense. "This investment adds fuel to our trajectory and gives us the ability to accelerate on our commitments. Our acquisition of Saleswhale is just one example of how we are transforming the way B2B organizations create, manage and convert pipeline to revenue."

Dramatic shifts caused by the continuation of hybrid work in the B2B selling environment - with dispersed buying committees who often are anonymous - have accelerated the demand for a transformation in how sales, marketing, and customer success teams achieve predictable revenue growth. The 6sense platform analyzes data and behaviors to uncover accounts ready to buy and recommends the best action, channel, and messages that are most likely to connect with buyers. Companies using the 6sense platform on average experience 120% improvement in revenue effectiveness.

Investments Add Fuel to Momentum

Part of today's funding will be used to deliver the future of email for B2B marketing and sales teams. 6sense's acquisition of Saleswhale, an AI-driven email marketing platform, extends the native engagement channels available in the 6sense platform and builds on the company's RevTech Revolution promise to put the power of AI, big data, and machine learning behind every member of the revenue team.

Additionally, today's funding will accelerate 6sense go-to-market strategies, such as:
  • Further expansion in EMEA, Australia, and other international markets to support market demand
  • Investing in people and technology to continue building against its aggressive product strategy
  • Addressing demand from financial services, manufacturing, and health and life services verticals

Executing on Vision, Delivering Results

At the time of its Series D round in March 2021, 6sense made a commitment to provide its customers with the unified go-to-market platform for their entire revenue team. Since then, 6sense has released 52 major platform features, made two other acquisitions (Fortella and Slintel), and doubled its customer base and customer adoption. The incredible results customers experience demonstrates that 6sense has executed against its vision. Customers prioritizing accounts identified by 6sense's patented intent-based prediction model achieve, on average, 2X increase in deal size, 10% improvement in opportunity conversion rates and 25% reduction in deal-to-close time.

"Today's B2B buyer demands a better, more relevant, buying experience. Those companies who provide it will win their business - today and tomorrow," said Ian Howells, Sage VP and Head of Marketing for Sage Intacct. "6sense is our competitive advantage in this area and continues to help us accelerate our growth by pushing the boundaries of innovation and the role of AI in the marketing and sales process."

Massive Tailwinds

This latest round of funding follows a banner year with run rate revenue exceeding $110 million and a net retention rate over 125%. 6sense has been recognized as a Leader in the Gartner 2022 Magic Quadrant for Account-Based Marketing Platforms Report; named a Leader by G2 across 11 2022 Winter Grid Reports; was named a Best Workplace by Inc. for the third consecutive year; named to the Forbes Cloud 100 list; named the #1 Top Private Cloud-Computing Companies to work for by Battery Ventures; and recognized as a Company for the Happiest Employees, Best Perks and Benefits, Best Culture, Best for Women and Best for Diversity based on employee feedback at Comparably. 6sense CEO Jason Zintak was recognized as the Best CEO by Glassdoor and Comparably this year.

Notable quote references:

"Disparate data silos, disconnected engagement channels and lack of cross-functional collaboration are major pain points in driving effective sales and marketing. 6sense's solution acts as the centralized orchestration engine for the entire revenue operation team (marketing, sales, customer support, management) to drive more informed and impactful prospect/customer engagement strategies. We are excited to support 6sense in its continued mission to improve revenue operations," said Andy Lefkarites of Owl Rock (a division of Blue Owl).

"The impressive growth 6sense has achieved is evidence of the tremendous value they deliver to customers and partners, along with the quality of the team behind it all. We're proud to invest in 6sense to catalyze its bold vision for how revenue teams achieve growth," said Victor Hwang of MSD Partners. "We believe 6sense is a pioneer and the clear leader in defining revtech, a new category that bridges B2B marketing to sales and data intelligence, and look forward to supporting Jason and his team in their continued growth."

To learn more about what this exciting moment means for the RevTech Revolution, read Jason Zintak's blog post.

About 6sense
The 6sense Account Engagement Platform helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team. 6sense uncovers anonymous buying behavior, prioritizes accounts for sales and marketing, and enables them to engage resistant buying teams with personalized, multi-channel, multi-touch campaigns. 6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything needed to generate more opportunities, increase deal size, get into opportunities sooner, and compete and win more often. Visit 6sense.com for more information.

About Saleswhale
Saleswhale helps B2B companies like InVision, Sage, LaunchDarkly, Randstad and Cisco connect with buyers and generate sales meetings. Saleswhale uses AI to write personalized emails, engage in meaningful conversations with buyers, and detect when a buyer indicates interest. Customers on average see a lift up to 250% in their sales pipeline from by engaging buyers with Saleswhale. Visit saleswhale.com to learn more.

About Blue Owl
Blue Owl is a global alternative asset manager with $82.9* billion in assets under management as of September 30, 2021. Anchored by a strong permanent capital base, the firm deploys private capital across Direct Lending, GP Solutions and Real Estate strategies on behalf of Institutional and Private Wealth clients. Blue Owl's flexible, consultative approach helps position the firm as a partner of choice for businesses seeking capital solutions to support their sustained growth. The firm's management team is comprised of seasoned investment professionals with more than 25 years of experience building alternative investment businesses. Blue Owl employs over 350 people across 10 offices globally. For more information, please visit us at www.blueowl.com.

*Proforma as of 9/30/21 to include AUM attributable to Oak Street which became a Blue Owl Company on 12/29/21.

About MSD Partners
MSD Partners, L.P. is a leading investment firm focused on maximizing long-term capital appreciation across its core areas of investing expertise – Credit, Growth, Private Capital and Real Estate. The Firm deploys capital on behalf of Dell Technologies founder and CEO Michael Dell and his family, as well as other like-minded, long-term-oriented investors. MSD Partners, which operates from offices in New York, Santa Monica and West Palm Beach, manages in excess of $20 billion. For further information about MSD Partners, please see www.msdpartners.com.

Spotlight

Account-based marketing is a B2B marketing strategy in which an organization compiles key contact data on a clearly defined set of prospects and communicates with individual prospect accounts as markets of one, targeting them in a personalized way.Chances are that your agency and at least a few of your clients could benefit from account-based marketing strategies. We gathered insights from 150+ agencies about:How marketing automation makes ABM more successful.


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ACCOUNT-BASED DATA

Cryptocurrency broker uses Ada AI platform for better CX

Ada, LiteBit | December 29, 2021

With the growth of cryptocurrencies in recent years, LiteBit, one of the top cryptocurrency brokers in Europe, has had to scale its customer service response strategy. When the cryptocurrency industry saw record-breaking growth rates in 2017, more people started to click onto LiteBit's website, inquiring about the market. The Netherlands-based broker helps customers buy, sell and store more than 45 different types of cryptocurrencies. With only two people in its customer service department, the company realized it would need more people to answer inquiries. Although it had an integration with Zendesk, that wasn't enough. Turning to Ada This led LiteBit to partner with Ada, a customer service chatbot vendor based in Toronto. Founded in 2016, Ada provides a chatbot-based platform that helps enterprises automate customer experience. The platform automates the interactions between brands and their stakeholders, said Ruth Zive, senior vice president of marketing at Ada. "Ada is actually underpinned by machine learning models and natural language processing," Zive said. "We're able to recognize intent and really deliver AI-powered experiences." She continued that the chatbot anticipates customer needs and interacts with them in a customized fashion. Ada is a no-code platform, so users do not need to depend on their IT department. However, IT teams can go into Ada and tailor experiences and integrations to make it personalized for users, Zive said. The platform's multilanguage functionality appealed to LiteBit, a European company that serves customers who use localized languages, said Bas Lucieer, director of data and automated customer experience at LiteBit. LiteBit was also impressed by Ada's interface and simplicity. LiteBit needed a platform where customer service agents could create answers themselves, which Ada allows, Lucieer said. The cryptocurrency broker first implemented Ada by putting the bot on its FAQ page. When people clicked on the bot, they were able to see the top five frequently asked questions and quick responses in short text format. If those questions didn't fit the technical problems that they had, different flows could be created so that the customer's information could be gathered and sent directly to the Zendesk platform, Lucieer said. "Instead of ping-ponging back and forth three times asking for more information, [we can now] get all the information directly from the customer [once]," Lucieer said. He added that this reduces the agent handling time significantly. Ada enabled LiteBit's agents to go from full-time customer support to working part time on the Ada chatbot and part time on customer support. While some customers still choose to call customer service, others are happy to receive their answers more quickly using the chatbot. The training involved It took LiteBit about three months to fully integrate Ada into its websites. One challenge the company faced was determining how to fit large articles into short texts for customers. "You might think 'OK, I want a lot of text balloons coming up,' but you sort of overwhelm the customer," said Lucieer. Customer service agents also had to learn how to tune machine learning to improve Ada. They were trained on how to flag keywords so customers receive the right answer. LiteBit has shifted its focus from using Ada to help solve customer service questions to using it to proactively get messages to customers. "If something is wrong, for example, with an order or someone needs to do a customer protocol or anything like that, we want to give a signal on the website," Lucieer said. He said the company now uses the platform to ask customers for more information and give real-time data streams on LiteBit's website. Ada's new features Recently, Ada introduced new features on its platform, including language-agnostic natural language understanding (NLU), languages that are read from right to left, omnichannel extensions and A/B testing. The NLU features improve the understanding and intent recognition of multilingual customers. It helps LiteBit to recognize customers' questions better, Lucieer said. "Ada is trying to use more machine learning to help out our agents," he continued. This helps LiteBit improve their answers to customers' questions. Ada gives agents suggestions about which answers are best for customers. LiteBit also uses the A/B testing to track which answers fit which customer age group or location. Ada, which raised funding in May at a $1.2 billion valuation, said it doesn't publicly disclose how much it charges users, but it tends to be a higher-cost platform compared to other chatbot tools in the market. Other chatbot customer service platforms includes Zendesk, Kustomer and Intercom. Technology giants like Google and Amazon also have chatbot technology in their customer service offerings.

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ABM ACCOUNTS

Sitecore Reveals Updated Product Suite Following Several Acquisitions

Sitecore | April 12, 2022

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CORE ABM

Ronn Torossian, 5WPR CEO Predicts B2B Marketing Trends in 2022

5W Public Relations | January 11, 2022

Ronn Torossian, CEO of 5WPR predicts leading 2022 B2B trends. Torossian says it's safe to assume that most of the marketing approaches that B2B companies adopted throughout the pandemic are going to continue to influence campaign measurements. While those companies must adjust for any changing circumstances and adapt their strategies, things aren't going to go back to the way they were before the pandemic. Tech Stacks One of the biggest marketing transformations in the last decade for B2B businesses has been the increase in marketing technologies. In the last decade, there have emerged over 8,000 different marketing tech solutions available to B2B companies. Although plenty of businesses had to cut their marketing budgets at the start of the pandemic to adjust to economic uncertainty, that shifted in 2021 with more companies investing in marketing tech. It's likely that this trend is going to continue, but B2B businesses will also be looking for ways to simplify their marketing tech stacks. That way, they'll be able to cut down their tech solutions to more manageable levels. Some of the biggest trends in B2B tech are going to be digital outreach for lead generation, measurement solutions that will allow businesses to compare campaign performances, and smaller, in-person events. More Insights When the pandemic made in-person events impractical, B2B companies turned to digital outreach and ways to measure digital engagement, such as downloads, form completions, and clicks. However, in the coming year, companies will want to go beyond simple engagement data to truly figure out the way that downloads, form completions or clicks, influence sales. More specifically, businesses will look for ways to understand precisely how those engagements are reflected in the buying journey of consumers, as well as in their revenue. That's why in the next year, companies will be looking for more clarity and at different tools that can provide the aforementioned information. By using more insights, companies will have a better opportunity at figuring out which channels and programs are driving revenue, which at the end of the day, matters the most. Account-Based Marketing Overall, marketing campaigns are all about personalization. However, companies in the B2B industry have a big challenge when it comes to creating highly targeted content and messaging. That's mainly because the buying journey is typically a lot longer, and the outreach is more complex. A few years ago, B2B companies used account-based marketing to provide more personalization in their campaigns, and to ensure that the right consumers received the right messages. However, the strategy was only useful for well-defined, small audiences, and wasn't intended for big campaigns. Fortunately, these days, companies have the technology to increase the scale of account-based marketing efforts by using different data points that can personalize their campaigns. That's why in the coming months, those types of strategies are going to evolve while more businesses take advantage of their capabilities and provide more targeted campaigns. Ronn Torossian is one of America's most well-respected public relations experts.

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ACCOUNT-BASED EXECUTION

Buying Group Marketing Pioneer, Influ2, Celebrates 2021 Momentum with 167% Revenue Growth and US Expansion

Influ2 | February 01, 2022

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Spotlight

Account-based marketing is a B2B marketing strategy in which an organization compiles key contact data on a clearly defined set of prospects and communicates with individual prospect accounts as markets of one, targeting them in a personalized way.Chances are that your agency and at least a few of your clients could benefit from account-based marketing strategies. We gathered insights from 150+ agencies about:How marketing automation makes ABM more successful.

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