ABM Roadmap blog 2 of 2.  In case you missed part 1 summary, click here.

We recently returned from the 6sense Breakthrough conference and wow was there alot of detail.  In part 1, we summarized at a high level what we heard on the roadmap.  Here are more details surrounding part 2 of the roadmap.

1. 6sense QA Analytics

This newly released product provides insights for customers using the predictive model. It offers valuable information about accounts holding a 6QA status and examines how well sales teams are working with these specific accounts. This report tracks the total number of accounts designated as 6QA over a period, the time it takes for sales teams to initiate contact with those accounts, and the overall count of engaged contacts within those accounts. Furthermore, the report incorporates benchmark data for evaluating performance across different segments and product lines.

2. Data Health Enhancements

6sense is emphasizing improvements to data health, with a particular focus on improving data quality and management within the platform. This includes an expected release of new features that enable users to identify and merge duplicate records, empowering users to manage their data more effectively. The planned data health report is designed to offer a more comprehensive understanding of data quality issues within CRM systems. This report will highlight problems such as duplicate records and incomplete fields while providing actionable steps to resolve them. These actions may include automated workflows to address the identified data quality concerns.The goal is to simplify data maintenance and enhance the reliability of the information stored within the system.

 

3. Routing Feature (Closed Beta)

 A routing feature is currently undergoing closed beta testing and is projected to be released sometime between now and the conclusion of 6sense’s fiscal year. The sources do not provide a specific date for general availability.

 

4. Workflow Enhancements

Several new features have been introduced to workflows, enhancing functionality and automation:

• Temperature Scores in Workflows: 6sense has added a new capability to enrich CRM data with temperature scores. These scores classify leads as hot, warm, or cold, based on their engagement and buying signals. This feature provides valuable insights for sales and marketing teams, enabling them to effectively prioritize leads and customize their outreach strategies.

• Contact Profile Fits in Workflows: Users can now assess the suitability of a contact for a specific account. This feature utilizes classifications like high, medium, and low to indicate the degree of fit. This information is readily available in real-time, allowing teams to quickly and efficiently evaluate leads and prioritize the most promising contacts.

• Automatic Account Creation and Contact Purchase: Workflows are now capable of automatically creating accounts within the CRM system and purchasing relevant contacts if a match is not found. This streamlined process uses predefined criteria to populate the CRM with new accounts and associated contacts.

 

5. Conversational Email Integration

Conversational email is integrated with 6sense and is being used to engage potential customers who have attended events, like webinars. Sales teams are utilizing this integration to qualify leads after an event, simulating a personalized conversation to glean more detailed information about their interests and requirements. By asking targeted questions and tailoring the conversation based on the attendee’s responses, sales teams can better identify potential customers. This information can then be used to categorize leads effectively and pass them on to the appropriate salesperson. The emphasis is on creating a seamless experience that mimics human interaction without feeling robotic. One suggestion is to defer inquiries about company size until the latter stages of the email, preparing to transition the lead to a salesperson for a meeting. This approach, capitalizing on the demonstrated interest of event attendees, proves more effective than generic follow-up emails in qualifying and converting leads.

 

6. Segment Management Updates

6sense is progressively launching a new segment management feature designed to provide users with a more intuitive and streamlined experience. This new feature encompasses several enhancements:

• Segment Usage Tracking: Users gain the ability to monitor which activations a segment is currently used in, providing clarity and control over segment utilization.

• Improved Organization: The new segment management feature introduces folders, sections, and tags, allowing users to organize and categorize segments more efficiently. This enhanced organizational structure simplifies segment management and makes it easier to find and utilize relevant segments.

• Expanded Filtering Options: Users can now access new filters specifically designed for CRM and marketing automation systems, facilitating more precise and targeted segment creation.

• External List Creation Access: The updated segment management feature provides users with access to external list creation capabilities, expanding the range of options for building and managing segments.

 

7. Advertising Feature Updates

Several updates and new features are planned to enhance 6sense’s advertising capabilities:

• Enhanced Advertising Dashboards: Two new advertising dashboards have been added to provide users with more comprehensive insights into campaign performance and effectiveness.

• Unified Segment Buying: The process of buying segments across multiple platforms, including LinkedIn, Meta, and others, has been unified. This streamlined approach simplifies campaign setup and management, allowing users to target their desired audience more easily and efficiently.

• Expanded Channel Support: 6sense has broadened its channel support to include Google and YouTube, providing users with access to a wider range of advertising channels and allowing them to reach a larger audience.

• Trade Desk Support (Planned): Support for Trade Desk, a popular demand-side platform, is expected to launch in late 2024 or early 2025. This integration will offer users greater flexibility and control over their advertising campaigns.

• People-Based Advertising (Planned): 6sense is actively developing a people-based advertising solution aimed at delivering more personalized and precisely targeted ad campaigns. The goal is to enhance the relevance and effectiveness of advertising efforts by focusing on individual user profiles and preferences.

• New Advertising Homepage (Planned): A redesigned homepage specifically for advertising, ABM, and more is in the pipeline. This updated homepage is expected to offer users a more user-friendly and streamlined experience when managing their advertising activities.

8. Data Credits Management

Users now have greater control over their data credits, with the ability to allocate them directly within the platform. This management capability extends to both Sales Intelligence and Data Workflows. Additionally, Audience Workflows are also planned to utilize data credits, unifying the management of data resources across the 6sense platform. The allocation interface allows primary admins to distribute credits across various applications, ensuring that unused credits are utilized effectively.

 

There was a ton of information across multiple sessions – what resonated the most for you?