AI Recommended Leads: Turning Ad Engagement into Sales-Ready Contacts

Tristan B

AI Recommended Leads starts from the account-level signal you already have (a click on your ad) and identifies the single best contact, or two, worth recommending — without waiting on inbound behavior. 

For new campaigns with persona targeting enabled, 6sense will surface the specific contacts at your engaged accounts who are the best fit for follow-up — verified, persona-matched, and ready to act on. Instead of waiting on a form fill that may never come, you get a prioritized contact list generated directly from the engagement your ad spend already produced. 

What Makes AI Recommended Leads Different 

Built from your existing engagement, not a separate workflow: Every recommendation traces back to an actual ad click on a targeted account, so the lead list reflects real campaign performance. 

Quality bar, not just volume: Contacts must clear a high-quality threshold (strong email grade, persona match, complete profile) before they’re ever surfaced. A short, trustworthy list beats a long, unreliable one. 

Built-in deduplication: The same contact won’t be recommended again across campaigns within a 90 day rolling lookback window. 

Designed to be actioned, not just viewed: Easily download the list to push contacts onward instead of treating the list as a static report. 

How AI Recommended Leads Works 

Step 1: A targeted account engages with your campaign 

A click comes in from an account inside your persona-targeted segment. If the account already has two recommended leads in that campaign, the click can’t be tied to a specific account, or it doesn’t meet our quality standard, it won’t generate a new recommendation — this keeps the list from ballooning past what’s actually usable. 

Step 2: Contacts are evaluated against quality and fit criteria 

Every contact is checked against requirements before it’s eligible: strong email grade, job title aligned to your configured personas (by seniority, function, or both), and a complete profile (name, account, title, work email, and at least one phone number). 

Step 3: Eligible contacts are ranked 

When more than one contact at an account qualifies, 6sense ranks them — weighing factors like how closely their location matches the click, how their seniority lines up with your targeting preferences, and how recently their record was added — to surface the strongest one or two. 

Step 4: Recommendations appear on the campaign details page 

Open the new “Recommended leads” tab to see a list of third party contacts identified for sales tor each out to. Each row shows the contact, title, account, location, and source. Download provides additional contact details for each lead 

Step 5: Take action 

Export individuals or in bulk to CSV for your CRM or lead routing tool, and reference the “Created on” timestamp to tie the recommendation back to the campaign activity that generated it. 

Ways to Use AI Recommended Leads 

1. Feed Sales Without Waiting on Form Fills 

Export approved contacts directly to your CRM or lead routing tool with campaign attribution intact, so reps get a name, title, and phone number tied to a specific campaign — not just an account that showed intent. 

2. Build a Defensible CPL Story for QBRs 

When a marketing leader or CSM needs to show cost-per-lead alongside the rest of the campaign’s performance, Recommended Leads gives you an actual list of contacts to point to, not just an engagement chart. 

3. Keep Lists Clean Across Campaigns 

Because the same contact can’t resurface across campaigns within the lookback window, your team avoids the awkward experience of recommending the same person twice and burning goodwill with repeated outreach. 

4. Tie Recommended Leads Back to Pipeline 

Track which recommended leads get approved, exported, and acted on, and compare that against meetings booked or opportunities created, to start connecting ad spend to revenue outcomes rather than just account engagement. 

What to Look At 

As you start working with Recommended Leads, keep an eye on: 

Volume & Quality 

• Number of recommendations generated per eligible campaign 
• Export and action rate on approved contacts 

Downstream Impact 

• Recommended leads pushed to CRM or sales tools 
• Follow-up activity generated from those leads (calls, emails, meetings) 
• Effective CPL when recommended leads are factored into campaign cost 

Getting Started 

AI Recommended Leads only generates for campaigns with persona targeting enabled, so the first step is making sure your active campaigns have at least one persona — a seniority, a function, or both — configured. From there, the list builds itself as engagement comes in. 

Start by reviewing the Recommended Leads tab on your next campaign created after the August release. Approve a handful, export them, and see how they perform once they’re in front of sales. That’s the fastest way to find out whether your team’s first move is pushing leads to CRM, feeding a sales engagement platform, or simply having a credible list to bring into your next QBR. 

This is an early capability and it will keep evolving — derived personas for non-persona campaigns, direct push to platforms like Salesforce and Salesloft, and richer explainability are all on the roadmap. The best way to shape where it goes next is to use it and tell us what you need. 

Questions about AI Recommended Leads? Drop them in the comments below. 

Jana_Marketing_Maven

This is an interesting idea. I wish I could tell the system specific titles I would want for each campaign as we may target a specific function/seniority but that still leaves a LOT of room for 'good' or viable leads vs. what is just available at that same role/seniority.