How Marketing Teams Use Sales Intelligence to Identify and Activate MQLs

Meghana

What is Sales Intelligence for Marketing? 

Sales Intelligence (SI) is a 6sense Revenue AI capability that helps Marketing teams identify which accounts are actively in‑market, understand buying intent, and prioritize where to run campaigns for maximum impact. 

For Marketing, think of Sales Intelligence as a targeting and qualification engine: 

• Identify high‑intent target accounts 
• Activate campaigns (email, ads, ABM plays) 
• Qualify inbound engagement into Marketing Qualified Leads (MQLs) 
• Pass sales‑ready context and leads to Sales for follow‑up 

1. Identify In‑Market Target Accounts in CRM Using the Dashboard 

The 6Sense Dashboard gives Marketing visibility into which accounts are showing buying intent right now. 

• Monitor CRM accounts in-market based on:  
  • Account Temperature (Hot New, Hot, Warm) 
  • 6QA status 
  • Website engagement & Keyword activity 
• Target Hot New/Hot accounts in CRM with outbound email or ABM campaigns 
• Re‑engage known accounts showing renewed activity 
• Align with Sales on which accounts are heating up through setting up alerts or lists for daily/weekly outreach 

2. Use Discovery to Build Campaign Target Lists 

Discovery is where Marketing teams build and refine target account lists for campaigns. 

How to use Discovery for Marketing: 

• Filter by Accounts in CRM = Yes / No  
  • No → Net‑new acquisition campaigns 
  • Yes → Expansion, upsell, cross‑sell campaigns 
• Layer intent signals:  
  • Keywords & Keyword Groups (solutions, competitors, ICP themes) 
  • Website visitors and specific page views 
  • Buying Stage & Profile Fit 
• Save filtered views as Saved Lists for reuse 

Campaign Examples: 

• Email campaigns for accounts researching competitor keywords 
• ABM plays triggered by pricing or solution‑page visits 
• Nurture campaigns for Warm accounts approaching Hot status 

3. Personalize Campaigns Using Account‑Level Insights 

Once target accounts are identified, Marketing can tailor messaging using Account Details. 

Key Signals for Marketing 

• Topics and solutions the account is actively researching 
• High‑intent behaviors such as pricing and product visits 
• Geographic concentration of engagement 

Insight: Accounts researching competitors and visiting pricing pages are strong candidates for urgent or competitive campaigns. 

Technographics 

• Current technologies in use 
• Supports campaigns focused on:  
  • Competitive replacement 
  • Integration or ecosystem value 

Psychographics 

• Topics the company engages with across content 
• Enables messaging that reflects buyer priorities and language 

Job Postings 

• Hiring trends that signal new initiatives or budget 
• Useful for campaigns aligned to organizational growth 

4. Identify and Qualify Leads from Target Accounts 

Marketing can move beyond form fills by using People Discovery to qualify inbound and outbound engagement. 

How to qualify leads: 

• Evaluate leads in the context of account intent 
• Filter by:  
  • Job Title 
  • Job Function 
  • Seniority 
  • Location 
• Validate whether engaged leads:  
  • Match ICP personas 
  • Align to observed account intent 

5. Define Marketing‑Qualified Leads (MQLs) Using Intent 

A modern MQL should reflect both who the lead is and what the account is doing. 

Example MQL Criteria 

Account‑level (required): 

• Account Temperature = Hot or Warm 
• Active keyword or competitor research 
• Website engagement on high‑intent pages 
• Strong Profile Fit 

Lead‑level: 

• Matches target persona 
• Recent engagement (form fill, email, event) 
• Aligns with account intent timing 

6. Pass Sales‑Ready Leads with Context 

When handing off MQLs, Marketing should provide intent context, not just contact details. 

What Sales Should Receive 

• Account intent summary (keywords, pages viewed) 
• Buying stage and urgency indicators 
• Relevant technographic or hiring signals 
• Suggested messaging angle or campaign context 

7. Maintain Alignment with Lists and Alerts 

Lists 

• Create shared account and contact lists for:  
  • Active campaigns 
  • Target account programs 
  • High‑intent segments 

Either download this List as a CSV or export List data directly to your CRM for Sales access

Alerts 

• Follow:  
  • Target account lists 
  • High‑intent filters 
• Receive daily insight into:  
  • New buying signals 
  • Website engagement 
  • Intent spikes 

Final Takeaway for Marketing 

Sales Intelligence enables Marketing teams to: 

• Target the right accounts at the right time 
• Run intent‑based, higher‑performing campaigns 
• Qualify leads with account‑level buying signals 
• Deliver sales‑ready MQLs with confidence and context