Marketing

6sense Revenue AI™ for Marketing

Who We Help

CMO

Unite your revenue team and drive strategy across the business.

Demand Gen

Focus on in-market accounts and take the guesswork out of demand gen.

Digital

Reach the people and accounts that matter to your business.

How We Do It

Account Identification

Accurately match anonymous and known buyer behavior to accounts.

Intent Data

Uncover 3rd party buying signals at the keyword or topic level.

Predictive Analytics

AI-driven buying stage predictions align teams on the best time to engage.

Data Enrichment

Enrich accounts, leads, and contacts with accurate firmographic data.

Smart Form Fill

Autofill and shorten forms with automated, real-time form enrichment.

Audience Building

Create audiences for segmentation, activation, and analysis across channels.

Advertising

Reach target buyers with display, video, retargeting, and social ad campaigns.

Conversational Email

Leverage AI to craft personalized emails that qualify & convert accounts at scale.

Orchestrations & Workflows

Scale data operations with accurate engagement of accounts and contacts.

6sense Revenue AI™
for Marketing

Uncover hidden demand to boost marketing impact and generate higher-quality pipeline.

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Sales

6sense Revenue AI™ for Sales

Who We Help

CRO

6sense gives sales leaders the intel they need to deliver on big revenue goals.

Inside Sales

When working hundreds of accounts, knowing where to prioritize is critical.

RevOps

Use clean, complete data and scalable processes.

How We Do It

Company & People Search

B2B account and contact data with insights for when to engage prospects.

Account Intelligence

Arm reps with account insights in CRM & SEP for prioritization and personalization.

Prioritization Dashboards

Dashboards that help sellers uncover which accounts to engage and when.

Chrome Extension

Access Revenue AI insights directly from LinkedIn and other B2B websites.

Predictive Analytics

AI-driven buying stage predictions align teams on the best time to engage.

Buyer Intent Data

Uncover 3rd party buying signals at the keyword or topic level.

Prospecting Workflows

The insights sellers need in the tools they use, everyday.

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Solutions

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Business Services

Drive efficiency with a data-driven approach.

Financial Services

Acquire loyal customers with rich secure data.

Manufacturing

Modernize revenue creation with AI-driven data.

Technology & Software

Drive growth and boost customer adoption.

Transportation & Logistics

Boost conversions with targeted audiences.

Data

Our Data

The most complete dataset for B2B.

Data APIs

Real-time enrichment and personalization anywhere.

Data Packs

Reduce manual processes to achieve database connectivity.

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Get the most out of your tech stack.

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Let's do more than just work together.

Dive into 6sense Revenue AI™

Reinvent the way your team creates, manages, and converts pipeline to revenue.

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TalkingSense

The Science of B2B

6sense Named a Leader in Gartner Magic Quadrant for ABM for the 3rd Year in a Row

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Going 0 to Revenue: How 6sense Transformed ABM at Sandler in 6 Months

Sandler needed a way to bring technologies together with in-depth data to understand the customer journey. 6sense was the answer.

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Quick Guide: The Differences Between DMPs, CRMs & CDPs

Different martech tools offer different advantages during the customer journey. See how a CDP, CRM, and DMP serve different purposes and work together to help your revenue team.

November 3, 2022 —

The 6sense Team

Chapter 1

Introduction

Chapter 2

CRMs

Chapter 3

CDPs

Chapter 4

DMPs

Chapter 5

How These Data Platforms Work Together

Chapter 1

Introduction

Putting together a tech stack that enables revenue growth is critically important for B2B sales and marketing teams. But with more than 8,000 solutions (and counting!) competing for your business, it’s easy to get overwhelmed. Trickier still, many of the technology categories overlap.

Case in point: CRMs, CDPs, and DMPs. They are all vital tools in customer data management. However, they all have different purposes.

If you ever wanted to make sense of this particular alphabet soup, let’s take a closer look at these platforms and their differences.

Chapter 2

CRMs

CRM stands for customer relationship management. These systems capture data about customers, their characteristics, and how they have interacted with your business.

Leading CRMs — such as Salesforce, HubSpot, and Microsoft Dynamics — will also include:

First party tracking data to help you understand how your contacts have interacted with your website
Marketing automation for emails and SMS communications with your contacts
Robust connectivity with other marketing tools like 6sense, Marketo, Clari, Mutiny, Drift, and many more

Strengths

CRMs are foundational tools for revenue teams because they make it easy to:

Keep track of your contacts
Record your interactions with them
See their progress through your sales pipeline

Create marketing automations based on pipeline progression
Analyze won-lost rates
Spot dropoff points in your sales process
Analyze the performance of sales team members

Weaknesses

CRMs are great for understanding and marketing to known individuals, but they primarily handle first-party data. They don’t help you understand what your contacts are researching on other websites, and they offer no insight into the behavior of accounts you would like to land, but who have not filled out a form or answered your calls or emails.
CRMs also often rely on some amount of manual entry in order to bring insights from third-party platforms. For instance, a company may offer a lot of clues about their needs through a chatbot on your site, but unless that data is automatically piped into your CRM, it’ll stay in its data silo, leaving sales representatives unaware of opportunities

Chapter 3

CDPs

CDP stands for customer data platform. 6sense has an embedded CDP; it’s one of the cornerstones for how we serve our customers.

A CDP breaks down data silos by:

Importing data from the various platforms in your tech stack
Creating a customer profile that captures your first-party data (CRM, chatbots, advertising campaigns, email marketing tools, etc.) and
Data from other sources, such as the intent data from 6sense (which accounts are in-market, which are an ideal fit, their buying stage, their search keywords and competitor research, etc.).

The CDP then pushes these insights back out to your various tools, which helps you deliver consistent sales and marketing messages. The best CDPs can even create dynamic audience segments so you can rapidly switch messaging to match changes in your prospect’s buying journey.

Strengths

Breaks down data silos
Orchestrates messaging and campaigns
Can add valuable data and context to CRM records, helping sales representatives focus on the most likely buyers

Weaknesses

Sales reps, out of necessity, spend most of their time working in their CRM, so CDPs limit their usefulness unless they send data insights into CRM contact records.
Some CDPs have limited compatibility with CRMs. 6sense has deep integrations with Salesforce, HubSpot and Microsoft Dynamics, as well as other popular sales enablement tools like Salesloft.

Chapter 4

DMPs

DMP stands for data management platform — which sounds a whole lot like customer data platform, but serves a very different purpose.

While CDPs are used to store personal information – which may be stored for a long time so the company can analyze customer trends – DMP data is fleeting. That’s because DMP data is primarily used for ad targeting, and uses anonymized third-party signals to define audience segments like “junk food enthusiast,” “avid investor,” or “planning a trip to Orlando.”

Let’s use Joan Alpha as an example.

Your CDP might capture Joan Alpha’s:

Full name
Birthday
Email Address
Street Address
Phone Number

Purchase history from your company
Interactions with your site and mobile app
What questions she has asked your chatbot
Which content she has read on your site
Which coupons she uses.

A DMP would see that “Anonymous User #h831Mfx767q” searched for Flamin’ Hot Cheetos, is researching real estate investment trusts, and has been searching the web for Florida Hotels and Disney World tickets.

That anonymous user — Joan — would then be sorted into certain audience segments that have a short shelf life. If Joan hasn’t searched for info about Orlando hotels and theme park tickets in 90 days, she would be removed from the “planning a trip to Orlando” segment.

Strengths

Useful for building digital advertising campaigns for people who aren’t known customers, but who you’d like to reach.

Weaknesses

Uses third-party data, and quality varies. Facebook, for instance, has struggled with its audience segmentation since Apple implemented privacy features with iOS 14.5, cutting off a vital source of data to its DMP.

Chapter 5

How These Data Platforms Work Together

CRMs, CDPs, and DMPs all come together to establish a bigger picture of the customer journey.

DMPs can help you build awareness among target customers.
CDPs help to start building a profile of visitors to your site, will attach their contact records and other details as they become available, and will push insights out to other platforms to help you activate marketing campaigns or initiate better conversations.
CRMs help to keep track of the relationship in progress with new and existing customers.

6sense Revenue AI™ has transformed results for some of the biggest brands across the world by helping these tools work together. An integrated tech stack provides actionable insights and automations that help marketing and sales teams stay focused and generate more revenue. To learn more, book a demo today and see how we can deliver more value for your business.

Ready to see 6sense in action?

The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

How We Do It

6sense Revenue AI™ for Marketing

How We Do It

Industries

Data

Ecosystem

Dive into 6sense Revenue AI™

6sense Named a Leader in Gartner Magic Quadrant for ABM for the 3rd Year in a Row

Going 0 to Revenue: How 6sense Transformed ABM at Sandler in 6 Months

Company

Become Our Partner

Quick Guide: The Differences Between DMPs, CRMs & CDPs

Chapters

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Table of Contents

Introduction

CRMs

Strengths

Weaknesses

CDPs

Strengths

Weaknesses

DMPs

Strengths

Weaknesses

How These Data Platforms Work Together

The 6sense Team

Related Resources

Solutions

Company

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6sense Revenue AI™
for Marketing