What ABX Leaders Teach Us About Using 6sense Strategically

patrickcunning

As someone who leads a Solutions Consulting team that speaks with 6sense prospects every day, I’ve had the privilege of hearing firsthand how ABX and Field Marketing leaders think about their challenges, their goals, and the tools they rely on. One of the most insightful conversations we’ve had recently was with @aluraroe4118, our very own Director of ABX, whose team is deeply embedded in strategic field marketing.

Her perspective resonates with many of the ABX leaders we talk to—those who are tasked with driving pipeline, proving ROI, and doing it all with limited resources. Here’s what we learned from her about how 6sense fits into that equation.

ABX Is Expensive; So Prioritization Is Everything

Alura’s team uses 6sense to prioritize key accounts, which is critical when every campaign, event, and activation comes with a price tag. “We want accounts that will convert,” she told us, and that sentiment is echoed across nearly every ABX leader we speak with.

6sense helps her team:

• Identify accounts with a higher conversion rate using consolidated data from Sales Insights (SI)
• Align outreach with audience themes and interests garnered from 6sense Segment Analytics
• Focus resources where they’ll have the greatest impact - 6QAs

This isn’t just about efficiency—it’s about effectiveness. When ABX teams can zero in on accounts that are showing buying signals, they’re able to drive better outcomes with fewer resources.

Campaigns That Are Data-Driven and Impactful

Alura’s team runs a mix of high-touch and scalable campaigns, including:

• Breakthrough activations
• Third-party trade shows
• 1:few engagements
• Gifting programs

These campaigns are powered by insights from 6sense, which guide not only who to target but how to engage them. For example, larger event outreach is coordinated through 6sense AI Email, with 6sense data informing account & contact selection and messaging.

From what we’ve seen across our customer base, ABX teams that use 6sense to guide campaign strategy often report:

• 20–30% higher engagement rates
• Shorter sales cycles for accounts showing strong intent
• Improved ROI attribution, especially when paired with marketing automation and CRM integrations

Proving ROI Is Still a Challenge

One of the most consistent pain points we hear from ABX leaders is the difficulty of proving ROI, especially on deal acceleration. Alura’s team is no exception. She highlighted the challenge of tying field marketing efforts directly to pipeline movement.

This is where 6sense can be a game-changer. By tracking intent signals and engagement across channels, ABX teams can build a more credible story around:

• Influenced pipeline
• Accelerated deal velocity
• Conversion lift from targeted campaigns

We’ve seen customers use 6sense to attribute up to 40% of closed-won revenue to ABX campaigns when intent data is integrated into their reporting workflows.

Collaboration Is Key

Alura’s team works closely with:

• Marketing Operations (MOPs) for data and systems alignment
• Digital for online engagement strategies
• Creative for campaign assets and messaging

This cross-functional collaboration is something we always encourage during onboarding and implementation. ABX doesn’t work in a vacuum—it thrives when teams are aligned around shared goals and data.

What Would Make Her Buy 6sense?

“If we were buying,” Alura said, “it would be for the prioritization of key accounts. We (for the most part) only want to spend money on accounts that have active projects going on, and that’s what 6sense is great at for our team.” That’s the core value proposition we hear from ABX leaders again and again. When you’re investing in high-touch marketing, you need to know that your efforts are going toward accounts that are ready to engage.

Final Thoughts

ABX leaders like Alura are strategic, resourceful, and under constant pressure to deliver results. Our job as Solutions Consultants is to listen, understand, and help them connect the dots between their goals and what 6sense can do.

If you’re in ABX or Field Marketing and facing similar challenges, know that you’re not alone, there’s a growing community of leaders using data to drive smarter, more impactful marketing.