The AI Email Use Case I Keep Coming Back To: Reachdesk

Nicole Lesher

I work in customer marketing at 6sense, which means I spend a lot of time inside our customer stories. This is one I come back to when someone asks: "How do you actually build intent data into the way your team works every day?" 

Reachdesk didn't just use 6sense for campaigns. They made it the first thing their sales team does every morning. 

The problem: Before 6sense, Reachdesk's outbound strategy relied heavily on guesswork. They had no clear way to identify which accounts were in-market, limited visibility into how prospects were engaging with their website and content, and no integrated view of how marketing activity connected to sales readiness. They were being reactive when they needed to be proactive. 

What they did: They embedded 6sense into their daily sales operations as the team's single source of truth — not just a marketing tool. Every morning, BDRs pull reports of accounts showing intent signals, review them directly in the 6sense widget in Salesforce (no app-switching), and build their outreach plans before anything else. Sales managers monitor to make sure signals are being acted on. Marketing creates segments to coordinate campaigns with what sales is already doing. 

They also layered in 6sense AI Email Agents for specific plays. A campaign targeting anyone who had previously claimed a gift through Reachdesk's platform achieved a 50% close rate on opportunities generated. 

What three years of this discipline delivered: 

• 35% win rate from accounts showing 6sense buying signals 
• 65% conversion rate from key accounts to sales-accepted opportunities (compared to 50% for accounts without intent signals) 

Ben Smith, Marketing Director at Reachdesk: 

"It's the difference between being reactive and proactive. We're not waiting for someone to fill out a form — we're reaching out to them at the right time, with the right message, because we can see the buying signals." 

Brandon Ray, Head of Global OB Demand Generation at Reachdesk: 

"Out of all the signals we look at on a daily basis, 6sense intent signals always seem to be the strongest in terms of who's most likely to enter the funnel and ultimately close." 

"I can't imagine a world without it. It would just be a guessing game in terms of who we should be reaching out to and when." 

Worth reading if: Intent data is in your stack but it's not yet in your team's daily habits. The gap between "we have 6sense" and "our sales team lives in it" is real — Reachdesk's story is one of the best examples I've seen of closing that gap. 

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Nicole Lesher

The morning intent ritual Reachdesk built is something I think every team could replicate . It's not complicated, it's just consistent. Is your sales team checking intent signals daily? What does that process actually look like for your org?