Best-in-Class Data: Intent Data

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Allie Gollner
Allie Gollner Posts: 18 6senser
edited April 2023 in All Discussions

While intent data isn’t unique to 6sense, our intent solution is highly differentiated in the breadth of coverage, ability to identify and match more accounts than any other vendor in the space, and the accuracy of our data (because of 6signal). 

We are continuously expanding our intent network to grow the millions of B2B focused global websites and publishers through which we capture signals. Our intent solution currently includes:  

6sense’s Native Keyword Based Intent

6sense provides native keyword-based intent with every platform subscription. Customers can enter unlimited generic and branded keywords via a self-service interface, which enables you to monitor and capture intent for all relevant industry, brand, and competitor terms. 

Intent signals are captured via our proprietary B2B network of 3rd party data aggregators and publishers and matched to accounts by our patented 6signal Graph. 6sense has dedicated staff focused on continually growing publisher partnerships to expand the network from which we capture intent signals.

6sense employs natural language processing (NLP) to analyze the content of every page in the network to determine context and meaning. A second layer of NLP compares a customer's unique keywords to these pages to determine the relevancy of intent signals for their business. 6sense baselines the volume of intent signals from B2B businesses to determine relevant spikes vs. typical activity that does not indicate intent. 

The 6sense platform also uses AI to recommend new intent keywords for customers based on natural language processing of pages in our intent network where other keywords appear — a feature no other ABM vendor provides.

  • Customer testimonial: "6sense has done an amazing job at accurately matching anonymous signals to accounts in our system – uncovering opportunities that we would have otherwise not seen or been able to act on. This has worked not only for net new demand, but also in helping us understand how our customer base is using our website and what they may or may not be researching in market for – looking at competitor product offerings, etc." Michael Lamb - Director Marketing Technology, Mitel
  • Customer testimonial: "The intent data is invaluable, but I can certainly put a price tag on it with the opportunities we identified that we wouldn't have without 6sense. Adding 6sense to our tech stack has also helped us forge a better relationship with sales and sales development because we have data, they are interested in. 6sense also continues to add useful features so the platform keep getting better." Justin Noll - Senior Director of Marketing, Phenom People


Bombora Company Surge Topics

6sense has a unique partnership with Bombora that enables us to provide 10 Company Surge topics with every 6sense platform subscription at no extra charge to you — and that also enables 6sense to use Bombora intent as an additional signal in our patented AI-driven predictive models. No other ABM vendor offers this level of partnership with Bombora.

Like with our native intent solution, 6sense customers can use Bombora intent to create segments and notify sellers of relevant buyer activity within the 6sense Sales Intelligence module. The combined 6sense and Bombora solution has proven to deliver an average of 15% more in-market target accounts added to audiences, and a 20% average increase in predicted Purchase accounts converted to pipeline.


Trust Radius Intent Data

6sense is the only account-based platform that integrates TrustRadius intent data to enable marketing, sales, and ops teams to build audience segments for data exploration, personalizing buyer experiences, and triggering campaigns and outreach. 

Intent data from TrustRadius is dynamic and allows revenue teams to stay informed in real-time as accounts research their category, product, and even competitors. Visibility into account research on TrustRadius helps teams uncover new prospective accounts, identify account expansion opportunities, and minimize risks for churn, while also signaling relevant engagement tactics with accounts to advance accounts through the buyer journey.


G2 Intent Data

6sense is the only ABM solution that supports multiple products and multiple categories of intent data from G2. Joint customers of 6sense and G2 can eliminate manual data processes and use up-to-date competitive intent data within the 6sense platform. 

G2 intent data is also uniquely used within 6sense’s predictive models, including our patented model for timing. This enables customers to precision target buyers at scale using G2’s product, category, and product comparison intent signals. 

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