ABM ACCOUNTS

6Sense,Which uses Artificial Intelligence to Power Account Engagement, has Raised $125 million

6Sense | April 06, 2021

6Sense, an account engagement startup, announced today the completion of a $125 million series D fundraising round led by D1 Capital Partners, valuing the firm at $2.1 billion post-money. According to 6Sense, the investment will support the company's growth and product strategies, especially in the areas of machine next-best-action prediction, data analytics, and AI-powered orchestration capability.

Until engaging with sales teams, business-to-business customers are usually 57 percent of the way to a purchase decision. Furthermore, only 23% of executives are confident in the pace at which they obtain accurate observations.

In 2013, five entrepreneurs — Amanda Kahlow, Dustin Chang, Premal Shah, Shan Moriah, and Viral Bajaria — cofounded 6Sense, motivated by the belief that AI could play a role in helping close the transaction.

6Sense's product collects intent signals from known and unknown channels, such as the internet, to create customer segments based on account, behavioral intent, or a combination of the two. With machine learning-based fit ratings, 6Sense recognizes contacts and builds out tailored customer lists, assisting in the prioritization of outreach sales activities and increasing conversions. In response to sales prospects' demands, the platform also initiates marketing communications through apps such as Marketo and Eloqua. Furthermore, it allows salespeople to communicate with purchasing teams through multichannel, multitouch campaigns.

Because of its ability to better target customer communications, automation is now regarded as essential by marketers to increase campaign outreach. Email automation campaigns are among the top three strategies used by advertisers to boost efficiency, according to a new HubSpot report. Besides, according to Salesforce, 67% of sales leaders used a marketing automation platform in 2017.

The platform of 6Sense is driven by a demand graph, which catches signals and automatically links them to sales prospects. Every day, algorithms ingest historical intent data to recreate account-based buyer journeys for any given company, while also tracking the demand graph and evaluating changes in intent to score hundreds of millions of accounts and individuals.

Segment Performance Reports and Custom Talking Points are two new features from 6Sense that allow marketers to analyze trends in account interaction and development through the purchasing stages and provide driven discussion points focused on customer intent, position, and fit. Next Best Actions was introduced in February 2020, and it uses AI to provide custom development leaders with a prioritized list of actions to involve purchasing teams within a specific account.

6Sense competes with ZoomInfo to some extent. Demandbase, which has raised over $150 million in capital from high-profile investors, as well as Lattice Engines and Leadspace, are other startups in the segment.

According to Forrester, investment in marketing automation systems will increase "vigorously" over the next few years, hitting $25.1 billion annually by 2023, up from $11.4 billion in 2017. According to estimates, 55 percent of marketing decision-makers plan to boost their investment in marketing technologies, including AI and machine learning, with one-fifth expecting an increase of 10% or more.

Spotlight

Account-based marketing has its roots in the 1990s, when B2C and B2B companies alike began to realize the need for more personalized marketing. In 1993, Don Peppers and Martha Rogers published their landmark The One-to-One Future, which forecasted the movement from mass marketing to the more 1:1 marketing that we know today...


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ACCOUNT BASED DATA

Demandbase Hires Brewster Stanislaw as Chief Product Officer; Adds Even More Caliber to Executive Team

Demandbase | December 16, 2021

Demandbase, the B2B go-to-market leader, today announced it has welcomed Brewster Stanislaw on board as chief product officer. The seasoned operator and entrepreneur has made an impressive name for himself over the past decade in the MarTech world, serving most recently as director of product at Google. In this role, he was responsible for the MarTech stack that helped scale Google Cloud to $20 billion at ~50% annual growth. Stanislaw brings his extensive experience, technology expertise, and industry knowledge to Demandbase’s B2B go-to-market suite. His addition to the executive team signals that the company is planning to invest deeply in product and innovation to continue delivering the most comprehensive, innovative B2B go-to-market solution on the market. “As a long-time participant in the MarTech ecosystem, I’ve always admired Demandbase from afar. But when I ran marketing systems in a previous role, I saw first-hand just how transformative Demandbase’s solution for B2B go-to-market orgs is. So when the opportunity arose to join the company and build on its already impressive successes, I jumped at the chance, ” said Stanislaw, chief product officer at Demandbase. “Digital transformation is fundamentally reshaping the way GTM teams engage with customers and Demandbase is defining that future. The company is already growing rapidly through relentless innovation and a steadfast commitment to customers and I’m deeply excited to work with the team, our customers, and our partners to further accelerate that progress.” Prior to his position with Google, Stanislaw was head of product and strategy at Adobe, where he conceptualized the company’s B2B Customer Data Platform. He came to Adobe via the consecutive acquisitions of Marketo and Bizible, where he served as vice president of product and strategy. Previously, Stanislaw spent time as co-founder & chief executive officer at Inside Social, until its acquisition by Simply Measured where he served as Head of Product before it was acquired by Sprout Social. “All it takes is one glance at Brewster’s resume to know he’s the real deal,” said Gabe Rogol, chief executive officer at Demandbase. “Not only does he have extraordinary technology chops, but he’s also served in product-based leadership positions at some of the most exciting and fastest growing companies in existence. We’re getting the best in the industry to oversee and lead our products’ evolution. We’re beside ourselves with excitement at all the possibilities, and welcome Brewster with open arms.” Stanislaw is a Seattle native, who graduated magna cum laude from the University of Pennsylvania in Philosophy, Politics, Economics and in Communication. Outside of his day job, he is an active angel investor, startup advisor, and mentor. About Demandbase Demandbase is transforming the way B2B companies go-to-market. Demandbase One is the most complete suite of B2B go-to-market solutions, connecting the leading account-based experience, advertising, sales intelligence, and B2B data solutions so Marketing and Sales teams at the biggest and fastest-growing companies can collaborate faster, share intelligence, and experience explosive growth.

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ABM ACCOUNTS

MRP and ServiceNow to Present at Upcoming #B2BMX: Next-Level ABM Conference

MRP, ServiceNow | June 03, 2022

MRP, the only enterprise-class account-based sales and marketing platform, today announced that ServiceNow will present a case study, “Increasing Speed to Revenue with Insight-Driven ABM”, at the upcoming virtual B2BMX: Next-Level ABM event. The session takes place on Tuesday, June 7 from 3:30 – 4:00 pm EDT. In addition, MRP will host “Beyond Intent: Harnessing Next-Gen AI To Advance Your ABM Strategies” on Wednesday, June 8 from 2:15 - 2:45 pm EDT. The interactive strategy session will help enterprise marketers achieve growth and performance from ABM programs in complex operating environments. MRP’s CMO Mark Ogne will share an insider’s view of how to leverage everything from intent data to predictive analytics for a more informed, more connected, more contextual world of account-based intelligence. Drawing on real-world successes of data-first full-funnel engagement strategies, the session will empower attendees to: Pinpoint how today’s intent data can help — and hurt — ABM decisions; Identify actionable insights, and learn what it takes to action it; Gain a competitive advantage with the latest advancements in machine learning; Learn what multidimensional Account Intelligence looks like; Fill current data gaps using advanced account profiling indicators. “Actionable insights are the fuel for high-performing sales and marketing teams. However, too many operate, unknowingly, on incomplete and incorrect information. Confusing best practices drive many to make critical business decisions based on isolated or incomplete data sets,” said Mark Ogne, CMO of MRP. “It’s our mission to give revenue teams the tools and power necessary to make the most-informed decisions and wisest investments. This session offers a crash course in unpacking industry misinformation regarding mass market intent data, and how AI/machine learning and predictive analytics can supercharge ROI from ABM investment.” “Actionable insights are the fuel for high-performing sales and marketing teams,” said Mark Ogne, CMO of MRP. A platinum sponsor of B2BMX: Next-Level ABM, MRP is proud of its ongoing commitment to helping the enterprise marketing community achieve new levels of ABM success. In addition to the session, MRP will offer attendees on-demand access to The Role of ABM Technologies in the Enterprise webinar with Forrester Principal Analyst Malachi Threadgill, which takes place Tuesday, June 7 from 2:30 - 3:30 PM ET, as well as recent proprietary research and an interactive RFP-building tool for enterprise organizations. Marketers will also receive access to the most recent Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022, where MRP was named a leader and recognized for its broad engagement capabilities, global reach, and suitability for large enterprises. About MRP MRP Prelytix™ is the only enterprise-class predictive account-based sales and marketing platform. For organizations that serve multiple partners, lines of business, geographies, or industries, MRP Prelytix empowers sales and marketing teams to simplify their environment’s complexity and produce measurable and high-performance conversion, pipeline velocity and closed revenue. Applying the industry’s only real-time predictive analytics and data management, we fuel over 1,000 ABM engines across six continents to coordinate, execute, and optimize their ABM programs using eight channels produced in 20 languages. Powered by KX, Prelytix sits on top of the fastest streaming analytics database in the world. For more information, visit: www.mrpfd.com.

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CORE ABM

6sense Earns 2022 Top Rated Awards from TrustRadius

6sense | May 13, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, announced that TrustRadius has recognized it as a 2022 Top Rated Awards recipient. 6sense has won in three categories that include Account-Based Marketing, Sales Intelligence, and Intent Data. With a trScore of 8.5 out of 10 and 46 verified customer reviews, 6sense is recognized by the TrustRadius community as a valuable player in the Account-Based Marketing, Sales Intelligence, and Intent Data software categories. "This recognition from TrustRadius and our customers is meaningful because it reflects our commitment to innovate and execute against our vision to transform how revenue teams work, Customers can expect our team to continue to double down on our investments in people and technology to help them leverage the power of AI across the entire buyers' journey to provide a differentiated experience and produce the kind of pipeline that converts to revenue. Revenue teams aligned around insight-driven decisions not only better prioritize time and resources, but they also realize phenomenal outcomes." -Viral Bajaria, 6sense CTO and Co-founder. Since 2016, the TrustRadius Top Rated Awards have become the B2B's industry standard for unbiased recognition of technology products. Based entirely on customer feedback, they have never been influenced by opinion or status as a TrustRadius customer. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter. About TrustRadius TrustRadius is the most trusted research and review platform for business leaders to find and select the right software for their needs. Decision-makers across industries rely on verified, peer-based guidance and research from TrustRadius. Vendors engage and convert high-intent buyers by telling their unique stories through rich reviews. Over 12 million visitors a year create and engage with high-quality review content and data on Trustradius.com. Headquartered in Austin, TX, TrustRadius was founded by successful entrepreneurs and is backed by Mayfield Fund, LiveOak Venture Partners, and Next Coast Ventures.

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ACCOUNT BASED ADVERTISING

6sense Named G2's 2022 Best Software Awards for Marketing Software

6sense | February 10, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, today announced it has been named to G2's 2022 Best Software Awards. 6sense is the top-ranking ABM/ABX platform named to the Best Marketing Products list for 2022. This accolade follows 6sense's December 2021 honor as a Leader across 11 categories in the G2 Winter 2022 Grid Report, including recognition as the number one Account-Based Advertising solution for the fifth consecutive reporting period. These awards, based on feedback from thousands of B2B software buyers and users on G2, recognize the top software choices used by teams. Its annual Best Software List ranks the world's best software companies and products based on authentic, timely reviews from real users. "We're honored to be recognized by customers using 6sense to transform their go-to-market strategy," said Jason Zintak, CEO of 6sense. "We're honored to be recognized by customers using 6sense to transform their go-to-market strategy," said Jason Zintak, CEO of 6sense. "Our mission is to transform the way organizations create, manage and convert pipeline to revenue and that requires a willingness to change. And change requires advocates, champions and evangelists. This recognition is for all the forward-thinking leaders achieving predictable revenue growth with 6sense in the RevTech Revolution." G2 releases their list of best software companies annually to recognize leaders in product performance and user satisfaction. Their annual best of software lists are based on data from more than one million authentic, verified customer reviews written and published between January 1, 2021 - December 31, 2021. Highlights from verified customer feedback on the G2 platform: "Our annual Best Software List aims to guide buyers on their purchasing decisions, knowing they can trust in the credibility and objectivity of our scoring algorithms. We applaud those companies named to our 2022 list, as they've earned the satisfaction among their customers as well as an impressive market presence," said Godard Abel, co-founder and CEO, G2. "6sense is transforming account based marketing and selling. This is what marketers and sellers have been waiting for. Accurate insights and predictions and all the actions you need to orchestrate your end-to-end revenue strategy." "Fuel ABM and your tech stack with 6sense. 6sense has allowed our team to completely REVolutionize your marketing and sales team's processes for B2B marketing. With 6sense your marketing team will be directly supporting the sales team by surfacing in-marketing accounts and helping qualify them and build new pipeline." "6sense enables a modern way to rationalize and manage outreach. My job requires me to cover many different accounts that can be difficult to organize, but 6Sense allows me to prioritize certain accounts based on the intent that a company is exhibiting." 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.

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Spotlight

Account-based marketing has its roots in the 1990s, when B2C and B2B companies alike began to realize the need for more personalized marketing. In 1993, Don Peppers and Martha Rogers published their landmark The One-to-One Future, which forecasted the movement from mass marketing to the more 1:1 marketing that we know today...

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