B2B buying has changed – today’s buyers are anonymous, fragmented and resistant. B2B Sales and Marketing efforts continue to become less and less effective as revenue-generating teams battle for an ever-shrinking sliver of attention from customers and prospects in an already overcrowded and increasingly noisy environment. To compete and win today, B2B revenue teams need to transform their approach to accommodate the demands of modern B2B buyers.
In today’s B2B buying landscape, buyers are:
- Anonymous – In fact, only 10 percent of website visitors identify themselves.
- Fragmented – on average, 9.6 people are involved in a typical B2B purchase decision;
- Resistant – 70 percent of the sales cycle is completed before interacting with a salesperson
This means buyers are in control of the journey. This can often be frustrating for revenue teams who are failing to connect to their ideal customers at the right time, with the right message. The truth is; it’s not a people, work ethic, or even process problem – It’s a data problem.
The key to solving this problem is using AI and Big Data to provide revenue teams with a more complete picture of the buyer’s journey, offering insight into both known and anonymous activities. This requires moving away from cobbling together niche applications and investing in a comprehensive platform capable of capturing and analyzing the necessary data to address the way today’s buyers buy (anonymous, fragmented, resistant).
We had a Fit Modeling application, an Intent Detection application, and of course we had display advertising. Through 6sense we were able to consolidate all of those into one platform that interoperates within the different pieces so we have a fuller picture of what’s happening.
Nick Ezzo, VP of Demand Generation, Sage Intacct
Competing and Winning with 6sense
6sense was designed for modern account based Sales and Marketing teams, providing them with the ability to uncover anonymous buying behavior, prioritize time and budget based on accounts in market, and overcome resistant buyers by executing personalized, multi-channel engagement at scale.
The ability to collect, connect and take advantage of Customer Insights is the key to ABM success. Many looking for ABM technology start by asking what the product or platform can DO; what is the comprehensive feature set. They should be asking how Customer Insight Data is used to enable and power those capabilities. And while we believe 6sense will ultimately deliver the most comprehensive feature set across Sales and Marketing, the foundation must be built on AI-Driven Customer Insights, or none of the bells and whistles mean a thing. It’s why our tagline starts with Know Everything – our mission is to put the power of AI and Big Data behind every Sales and Marketing professional because if we do that, we believe they can ‘Do Anything (well almost).
Latane Conant Chief Marketing Officer at 6sense
The premise of ABM is to dramatically improve targeting, timing, and personalization. This requires a full picture of your customer’s buying journey, including anonymous activity which is now the majority of the B2B buying journey. 6sense calls this your Dark Funnel.
6sense Customers are using the platform to effectively scale their ABM efforts, executing a host of use cases across both Marketing and Sales.
The Proof is in the Results for Customers
6sense customers are reaping the benefits of AI-powered Account Based Orchestration, with real results like 40%+ increase in opportunities, larger average deal size, faster sales cycles, and higher win rates. One such customer is PGi, a global leader in collaboration. PGi needed to know
- How to distinguish themselves in a cluttered, competitive market
- How to focus their ABM efforts on accounts that matter
- How to ensure close alignment between Marketing and Sales
Using 6sense they were able to focus efforts on accounts ‘in market’ and provide real-time insights to Sales to ensure the right tactics and message reached prospects early in the sales cycle. This resulted in a 68 percent increase in time-to-contact, a 77 percent increase in win rates, and 9X increase in average deal size.
6sense customers also are able to target their messaging based on what buyers actually care about and are actively researching. Mediafly, the sales enablement platform leader in Evolved Selling™, wanted to increase the quality and quantity of accounts coming to their website. They wanted to know:
- Which accounts were coming to their website anonymously, and which were looking for their solution but not visiting their website – a.k.a uncover their Dark Funnel
- What topics key accounts in market care about based on intent signals
- How to target their ABM ad programs to best reach accounts in their Dark Funnel
- Which personas to target with their ABM display advertising
By uncovering their Dark Funnel and understanding buying behavior based intent signals, Mediafly was able to hyper-target it’s ABM display ads to the right accounts and personas, resulting in 10X greater click-through rates on customized campaigns, and a 10X and increase in inbound opportunities.
Marketing and Sales organizations looking to use an approach to successfully adopt and scale ABM should consider The 6sense Account Based Orchestration Platform, Powered by AI, rather than piecing together intent data, 3rd party data, ABM display advertising technology, and analytics. AI-driven insights ensure the 6sense platform delivers the right message to the right person at the right time and provides visibility into the complete buyer’s journey – particularly the activity that is occurring anonymously that many B2B Sales and Marketing teams miss.
Don’t believe it? Start uncovering your dark funnel right now!