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6sense is a B2B account-based marketing (ABM) platform with a focus on AI-powered revenue intelligence and website visitor deanonymization. 6sense’s web visitor identification is, in fact, incorporated by other ABM tools too as an integration.
The platform hosts a huge bundle of features and comes with premium pricing.
In this article, I’ll take you through all 6sense’s ABM features, reviews and help you decide if 6sense is your ABM fit.
Here we go!
Let’s look at how 6sense helps marketers with ads:
6sense has its own B2B demand-side platform (DSP) that connects to major display ad networks for the following types of Ads:
The platform also integrates with socials like LinkedIn (completely natively self-served campaigns from 6sense) and Facebook, and paid search (Google Ads).
Marketers can also run contextual ads and retargeting ads for site visitors.
6sense offers the following features for targeting ads to the most relevant accounts:
With 6sense, you can laser focus your ad targeting by creating audience segments based on:
These segments are dynamic; they update automatically based on account activity.
You can use your preferred combination of filters to create the most suitable segment.
With 6sense, you can target specific personas in your accounts based on job levels and departments to ensure your ads reach the decision makers.
With 6sense, you can place your display alongside ideal content that your customer is interested in, improving CTR and placement relevance.
With the platform’s advanced targeting properties, you can further control ad placement based on:
All these targeting features are further enhanced by 6sense AI, which automatically updates the audience based on account activity.
Also, not just for display ads, but these targeted audiences can be natively synced to LinkedIn campaigns too and again, this sync is dynamic.
After selecting the audience, users can select more campaign traits natively, like:
6sense’s identification of anonymous web traffic is its core strength.
Traditionally, B2B marketers relied on IP address lookup to guess a visitor’s company, but that’s often unreliable (especially with remote work and decentralised offices).
6sense goes well beyond basic IP matching by using a proprietary Company Graph that triangulates multiple signals – it combines device and browser cookies, IP addresses (including mobile and residential IPs), and even mobile advertising IDs to match an anonymous visitor to their likely company.
For example, when an unknown person from, say, “Acme Corp” visits your website, 6sense’s tracking script recognises bits of data (IP range, past visit cookies, etc.) and determines that the visitor likely belongs to Acme Corp. It will then attribute the page views, content clicks, and other behaviours to the Acme account in the platform. This reveals “surprise” interest from accounts that haven’t otherwise engaged.
Notably, 6sense’s reach isn’t limited to your website alone – it monitors a broad B2B network (through its advertising reach and data partnerships) to capture intent signals wherever your buyers research. If someone from Acme reads an industry blog that 6sense tracks or engages with a third-party site, those activities can also be mapped back to the Acme account.
6sense’s AI-driven predictive engine scores accounts and segments them by various factors of your choice including buying stage:
Each account in 6sense is assigned Intent and Engagement Scores from 0 to 100, based on the account’s “readiness to buy”, which is based on:
Note: The scoring system is pre-defined and not customizable.
All this data rolled up to the account is then analysed and compared to historic conversion patterns by 6sense’s AI predictive model, which finally predicts each account’s buying stage.
Apart from building intent scores based on a myriad of data, 6sense provides a 360-degree profile view of each account.
You can see:
Intelligence further drills down to specific personas/buying teams within each account based on its 250M B2B contacts data and rolls all this up into a Persona Map:
To handle the volume of information, you can filter an account’s timeline to “only show web visits” or “only show form-fills,” etc., or filter all accounts to “show me all Manufacturing industry accounts in the Consideration stage that have had >5 website visits in the last month.” There are over 80 filters available (firmographic attributes, technographic attributes, intent keywords, engagement metrics, etc.) to slice and dice the account list. This effectively doubles as a prospecting tool: a marketer or SDR can query the database for, say, all accounts in the financial sector showing intent on “data security” and then get a ready-made target list with contacts included.
6sense’s Company & People Search module supports these lookups across its entire database, blending your CRM data with 6sense’s own global data.
Finally, all this account intelligence is delivered in one view or can be integrated into CRM.
6sense also offers a Chrome extension that surfaces account intel as you browse LinkedIn or the web, meaning a rep could be looking at a LinkedIn profile and the extension will display that person’s account’s 6sense data (stage, key insights) right there.
Since 6sense can access quite a lot of account activity: CRM data, proprietary data, website visits, keyword research-based intent, visits to review sites like G2, email threads, etc., it can provide clear attribution and ABM ROI measurement.
6sense supports two broad categories of attribution:
Regarding weightage of touchpoints, 6sense provides may rule-based models, including first touch, last touch, even-touch, etc.
6sense acquired Fortella in 2021, which brought pipeline and revenue forecasting to the table. Marketers can set pipeline and revenue goals and let 6sense (with Fortella’s AI) project how many potential deals are in the “funnel” given the current account engagement, and where there might be gaps. It essentially connects the top-of-funnel account insights to bottom-of-funnel targets, answering questions like: “Are we engaging enough buying committees to hit our Q4 revenue target?” If not, it can pinpoint which segments need more attention.
Regarding out-of-the-box reporting dashboards, 6sense provides reports like:
Let’s look at how 6sense helps with website personalisation, smart form fills, and conversational marketing:
For web personalisation, 6sense offers a Personalisation API and web pixels that enable dynamic content swapping on your site. Rather than a one-size-fits-all website, companies can show different messaging to different accounts based on 6sense segments.
For instance, let’s look at how Sage Intacct (a 6sense customer) used website personalisation:
The result?
Sage Intacct reported a 25% increase in pages-per-session for visitors receiving personalised content.
Note: 6sense sends the account insights, and its Mutiny integration is what does the actual content swap on your site.
6sense integrates with Drift to put chatbots on your site that can identify the visitor’s account and accordingly personalise the messages and even alert the sales reps (for key accounts).
People tend to skip forms if they ask too many details or end up giving false info just to access that playbook/free resource, etc.
With 6sense, your forms can be as short as just requiring the company email address, and the rest of the enrichment will be taken care of by 6sense’s account intelligence.
You can integrate 6sense into your Salesloft workflows for better sales orchestration.
This 6sense integration will help you:
We covered plenty of integrations, but they were all here and there, so here’s a compilation:
| Integration | Category | Use Case |
|---|---|---|
| Salesforce | CRM | Sync account and contact data; enrich records with intent signals. |
| HubSpot | CRM | Align marketing and sales data; trigger workflows based on buyer intent. |
| Marketo | Marketing Automation | Personalise campaigns using predictive analytics; score leads effectively. |
| Pardot | Marketing Automation | Enhance lead nurturing with intent data; improve segmentation. |
| Eloqua | Marketing Automation | Drive targeted campaigns; integrate buyer insights into marketing flows. |
| Outreach | Sales Engagement | Prioritise outreach based on intent; automate sequences for hot accounts. |
| Salesloft | Sales Engagement | Surface high-intent accounts; guide reps with recommended actions. |
| Advertising | Target ads to in-market accounts; align messaging with buyer stage. | |
| Advertising | Retarget engaged accounts; expand reach to similar audiences. | |
| Google Ads | Advertising | Optimise ad spend by focusing on high-intent accounts. |
| Drift | Conversational Marketing | Engage website visitors in real-time; convert intent into conversations. |
| Qualified | Conversational Marketing | Identify anonymous visitors; initiate personalised chat experiences. |
| Slack | Collaboration | Receive real-time alerts on account activity; collaborate on engagement strategies. |
| Microsoft Teams | Collaboration | Share account insights; coordinate outreach efforts across teams. |
| ZoomInfo | Data Enrichment | Enhance contact and company profiles; improve targeting accuracy. |
| Bombora | Intent Data | Incorporate third-party intent signals; refine account prioritisation. |
| G2 | Intent Data | Leverage buyer behaviour insights; identify active researchers. |
| Integrate | Demand Generation | Automate campaign targeting; sync dynamic segments for content syndication. |
| Folloze | ABM | Create personalised content experiences; accelerate top-of-funnel engagement. |
| VWO | Website Optimization | Run account-specific offers; analyse behaviour through heatmaps and session recordings. |
For more details, you can explore their 6sense’s integrations page.
Users on review sites like G2, TrustRadius, and Capterra have praised 6sense for its accurate intent data, prediction insights, sales and marketing alignment, and improved lead prioritisation.
Cons expressed include a steep learning curve, performance lag, and high cost.
6sense is ideal for mid-to-large B2B enterprises with sophisticated, multi-channel ABM strategies. Companies with substantial marketing and sales resources—particularly those managing complex buying journeys across various channels (ads, emails, sales outreach)—will fully leverage its powerful predictive analytics, intent signals, and automated orchestration.
However, smaller businesses or those running simpler ABM initiatives focused on single-channel tactics may struggle to justify 6sense’s premium pricing.
For teams without dedicated ABM roles or robust tech stacks, lighter, more affordable alternatives might deliver better ROI without the steep investment and complexity of 6sense.
If your primary platform for running ABM is LinkedIn, ZenABM might be the most affordable (starts at $59) yet complete alternative for Terminus.
It is purpose-built for LinkedIn ads ABM and has these features:
ZenABM uses LinkedIn’s official API (no bots, no cookies) to provide Accurate, reliable company-level ad engagement tracking.
ZenABM scores companies based on recent LinkedIn interactions and highlights hottest leads.
The platform auto-assigns engaged accounts to BDRs and pushes assignments instantly to HubSpot.
ZenABM syncs qualitative (engagement) and quantitative (clicks, impressions) data within HubSpot properties.
The tool labels campaigns by user intent and provides precise intent data to HubSpot for highly personalized outreach.
The tool directly links LinkedIn ads to CRM pipeline and revenue metrics and easily track campaign ROI without manual calculations.
ZenABM provides Instant insights on ROI, pipeline, revenue, and ABM stage analytics in its plug-and-play dashboards.
With ZenABM, you can identify and retarget engaged companies with personalized ads.
ZenABM Pricing
ZenABM offers three straightforward plans designed to grow with your ABM journey.
All plans come with a free trial, and if you need to know more, you can book a demo here.
Very visibly, Zenabm is far more affordable if all you want to run is a LinkedIn ads ABM campaign.
6sense is a powerhouse for B2B teams serious about ABM. From ad tracking and account intelligence to deep segmentation and attribution, it offers an impressive stack, especially if you want multi-channel visibility and deep integrations.
But not everyone needs/uses so many features.
If your ABM focus is squarely on LinkedIn ads, and you care more about company-level engagement, pipeline attribution, and native CRM sync than juggling a dozen channels and tactics, ZenABM might be all you need, at a fraction of the cost.
Explore ZenABM – purpose-built for LinkedIn ABM.
