A Brief Overview of 6sense and Bombora

In the world of B2B marketing and sales, understanding buyer intent is crucial for driving revenue growth. Two leading providers of intent data solutions, 6sense and Bombora, have emerged as prominent players in this space. While both companies offer powerful intent data capabilities, they differ significantly in their approaches, features, and benefits.

6sense: AI-Powered Account Engagement Platform

6sense is an AI-powered account engagement platform that helps businesses uncover hidden buyer behavior, identify anonymous website traffic, and prioritize accounts based on their buying potential. By leveraging AI-driven predictive analytics, 6sense provides a comprehensive view of customer engagement across multiple channels, enabling sales and marketing teams to target the right accounts at the right time.

Bombora: B2B Intent Data Provider

Bombora, on the other hand, is a B2B intent data provider that collects and analyzes vast amounts of data to identify companies that are actively researching particular topics or products. Bombora's intent data is sourced from a network of premium B2B publishers, providing unparalleled visibility into buying behavior and purchasing intent.

The Importance of Intent Data in Modern B2B Marketing and Sales

The significance of intent data in modern B2B marketing and sales cannot be overstated. By tapping into the digital behavior and preferences of potential buyers, businesses can create personalized, targeted marketing campaigns that resonate with their target audience. Intent data helps sales teams identify high-potential accounts, prioritize leads, and tailor their outreach efforts to maximize conversions.

Purpose of the Article: Comprehensive Comparison and Analysis

In this article, we'll delve into the features, benefits, and limitations of 6sense and Bombora, providing a comprehensive comparison of these two leading intent data solutions. We'll explore their strengths and weaknesses, examine their approaches to intent data collection and analysis, and discuss the ideal use cases for each platform. By the end of this article, you'll be equipped with the knowledge to make an informed decision about which intent data solution is best suited for your business needs.

Understanding Intent Data

Intent data is a crucial component of modern B2B marketing and sales. But what exactly is intent data, and how is it collected? In this section, we'll delve into the world of intent data, exploring its definition, collection methods, types of intent signals, and benefits of using intent data in your B2B marketing and sales strategies.

Definition of Intent Data

Intent data refers to behavioral information that indicates a person's or organization's interest in a particular product, service, or solution. This data is used to identify buying intent, allowing marketers and sales teams to target and engage with potential customers more effectively.

There are two primary types of intent data: first-party and third-party intent data.

• First-party intent data: This type of intent data is collected from your own websites, platforms, and internal sources. Examples include website traffic patterns, content engagement, and search queries.

• Third-party intent data: This type of intent data is gathered from external sources, such as social media, online forums, and other websites. Third-party intent data providers collect and aggregate this data from various sources, offering insights into buyer behavior and intent.

How Intent Data is Collected

Intent data collection involves tracking and analyzing various online behaviors, including:

• Websites tracking and cookies: Website tracking involves monitoring website traffic patterns, such as page views, clicks, and time spent on specific pages. Cookies help to identify individual users and their behavior over time.

• Content consumption patterns: Content consumption patterns involve tracking how users interact with online content, such as blog posts, whitepapers, and webinars. This data helps to identify topic-specific interests and intent.

• Search behavior analysis: Search behavior analysis involves monitoring search queries, keywords, and phrases used by potential buyers. This data provides insights into specific pain points and interests.

Types of Intent Signals

• Topic-based intent: Topic-based intent signals indicate interest in specific topics, such as products, services, or industries.

• Surge intent: Surge intent signals indicate a sudden increase in interest or activity, often indicating buying intent.

• Predictive intent: Predictive intent signals use machine learning algorithms to forecast buying intent based on historical data and behavioral patterns.

Benefits of Using Intent Data

The benefits of using intent data in your B2B marketing and sales strategies are numerous:

• Improved lead qualification: Intent data helps to identify high-quality leads and separate them from the rest.

• Enhanced account prioritization: Intent data enables sales teams to prioritize accounts based on buying intent, increasing conversion rates.

• Personalized marketing and sales approaches: Intent data allows marketers and sales teams to create targeted, personalized campaigns that resonate with potential buyers.

• Increased conversion rates: Intent data-driven strategies result in higher conversion rates, as marketers and sales teams target and engage with high-intent buyers.

6sense: In-depth Analysis

6sense is an AI-powered account engagement platform that helps businesses target and engage with their ideal customers. Founded in 2013, the company has been at the forefront of innovating account-based marketing and sales strategies. In this section, we'll delve deeper into 6sense's features, capabilities, and strengths to understand how it can help businesses succeed.

Core Features and Capabilities

6sense's platform is built around AI-powered predictive analytics, which enables businesses to identify and prioritize accounts that are most likely to convert. Here are some of its core features:

• AI-powered predictive analytics: 6sense's AI algorithm analyzes a vast amount of data to identify patterns and signals that indicate buying intent. This helps businesses target accounts that are most likely to convert.

• Account identification and prioritization: 6sense's platform can identify anonymous companies visiting your website and prioritize them based on their buying intent. This enables sales teams to focus on the most promising accounts.

• Buying stage predictions: 6sense's AI algorithm can predict the buying stage of an account, allowing businesses to tailor their marketing and sales strategies accordingly.

• Multi-channel orchestration: 6sense's platform enables businesses to orchestrate their marketing and sales efforts across multiple channels, including email, social media, and advertising.

Intent Data Sources and Collection Methods

6sense collects intent data from a combination of first-party and third-party sources, including:

• Websites and web applications

• Social media platforms

• Search engines

• Third-party data providers

6sense's AI algorithm analyzes these data sources to identify patterns and signals that indicate buying intent.

Integration Capabilities with Other Marketing and Sales Tools

6sense integrates seamlessly with a wide range of marketing and sales tools, including CRM systems, marketing automation platforms, and sales engagement tools. This enables businesses to leverage 6sense's intent data and insights across their entire marketing and sales funnel.

Pricing Structure

6sense's pricing structure is custom and based on the specific needs of each business. The company offers a free trial, and pricing varies depending on the scope of the project and the number of users.

Customer Support and Onboarding Process

6sense offers a comprehensive onboarding process that includes training and support to help businesses get started with their platform. The company also provides ongoing customer support through its customer success team.

Case Studies and Success Stories

6sense has worked with numerous businesses across various industries, including tech, finance, and healthcare. The company has a proven track record of delivering significant ROI and revenue growth for its clients.

Strengths and Limitations

6sense's strengths include its AI-powered predictive analytics, account identification and prioritization capabilities, and multi-channel orchestration features. However, some users have reported that the platform can be complex to set up and require significant resources to implement.

By providing a comprehensive understanding of 6sense's features, capabilities, and strengths, businesses can make informed decisions about whether this platform is right for them. In the next section, we'll take an in-depth look at Bombora.

Bombora: Comprehensive Examination

Bombora is a B2B intent data provider that offers a unique approach to identifying and analyzing buyer intent. Founded in 2007, Bombora has grown to become a leading player in the intent data space, serving top brands across various industries.

Key Features and Offerings

Bombora's flagship product is Company Surge®, a proprietary intent data solution that helps businesses identify and prioritize accounts based on their buying intent. Some of the key features of Bombora's platform include:

• Intent Topic Taxonomy: Bombora's taxonomy provides a granular understanding of buyer intent, with over 7,000 topics and subtopics that help businesses pinpoint their target audience.

• Data Co-op Model: Bombora's data co-op model aggregates intent data from its network of customers, providing a comprehensive view of B2B buying behavior.

• Audience Solutions: Bombora offers customized audience solutions that help businesses target specific segments of their audience with precision.

Data Collection Methodology and Sources

Bombora collects intent data from a variety of sources, including:

• Websites and online platforms: Bombora aggregates data from its network of customer websites, as well as other online platforms and sources.

• Social media and online communities: Bombora monitors social media conversations and online communities to identify intent signals.

• Content consumption patterns: Bombora analyzes content consumption patterns to identify buying intent and preferences.

Integration Options with Existing Tech Stacks

Bombora integrates seamlessly with a range of marketing and sales technologies, including marketing automation platforms, CRM systems, and data management platforms.

Pricing Model

Bombora's pricing model is customized based on the specific needs of each business. While exact pricing is not publicly available, Bombora's pricing is generally considered competitive with other intent data providers.

Customer Support and Implementation Process

Bombora offers comprehensive customer support, including onboarding and training sessions, to ensure a smooth implementation process. Customer support is available through multiple channels, including email, phone, and online support tickets.

Real-World Examples of Bombora's Impact

Bombora has helped numerous businesses achieve significant results, including increased conversions, improved sales productivity, and enhanced account prioritization. Case studies and success stories are available on Bombora's website.

Advantages and Potential Drawbacks

Bombora's strengths include its comprehensive intent data coverage, customizable audience solutions, and seamless integration with existing tech stacks. Some potential drawbacks include the need for significant data volumes to generate accurate insights, as well as the complexity of its data co-op model.

Head-to-Head Comparison: 6sense vs Bombora

In this section, we'll delve into a detailed comparison of 6sense and Bombora, examining their strengths and weaknesses across various categories.

Data Quality and Coverage

When it comes to data quality and coverage, both 6sense and Bombora offer high-quality intent data. However, there are some differences in their approaches:

• Accuracy of intent signals: 6sense's AI-powered predictive analytics provide highly accurate intent signals, with a strong focus on account identification and prioritization. Bombora's Company Surge data also offers accurate intent signals, but with a greater emphasis on topic-based intent.

• Breadth of data sources: 6sense collects data from a wide range of sources, including its own proprietary data, customer data, and third-party data providers. Bombora, on the other hand, relies on its data co-op model, which aggregates intent data from a large network of B2B websites and platforms.

• Depth of company insights: 6sense provides in-depth company insights, including buying stage predictions and account-level data. Bombora's Company Surge data offers rich company insights, but with a stronger focus on topic-based intent and surge analysis.

Ease of Use and User Interface

Both 6sense and Bombora offer user-friendly interfaces, but with some differences:

• User experience: 6sense's platform is designed for ease of use, with a intuitive interface and customizable dashboards. Bombora's platform is also user-friendly, but with a stronger focus on data analysis and reporting.

• 6sense offers a comprehensive onboarding process, with dedicated customer success managers and training resources. Bombora's onboarding process is also thorough, but with a greater emphasis on data integration and setup.

Predictive Capabilities and AI Technology

Both 6sense and Bombora leverage AI technology to provide predictive insights, but with some differences:

• Predictive analytics: 6sense's AI-powered predictive analytics provide highly accurate predictions of buyer behavior and intent. Bombora's predictive capabilities are also strong, but with a greater focus on topic-based intent and surge analysis.

• AI technology: 6sense's AI technology is highly advanced, with machine learning algorithms that continuously learn and improve. Bombora's AI technology is also advanced, but with a greater emphasis on natural language processing and topic modeling.

Customization and Flexibility

Both 6sense and Bombora offer some level of customization and flexibility, but with some differences:

• Customizable dashboards: 6sense offers highly customizable dashboards, with drag-and-drop functionality and real-time data updates. Bombora's dashboards are also customizable, but with a greater emphasis on data analysis and reporting.

• Data integration: 6sense offers seamless integration with a wide range of marketing and sales tools. Bombora's data integration capabilities are also strong, but with a greater emphasis on integrating with existing marketing automation platforms.

In the next section, we'll explore use cases and best practices for implementing intent data solutions with 6sense and Bombora.

Use Cases and Best Practices

When it comes to leveraging intent data solutions, understanding the ideal use cases and best practices can make all the difference in maximizing ROI.

Ideal Scenarios for Using 6sense

6sense is particularly well-suited for large enterprises with complex sales cycles and those with a strong focus on account-based marketing (ABM). Here's why:

• Complex sales cycles: 6sense's AI-powered predictive analytics and buying stage predictions can help identify and prioritize accounts that are likely to convert, despite lengthy sales cycles.

• ABM focus: 6sense's account identification and prioritization capabilities align perfectly with ABM strategies, enabling targeted, personalized marketing efforts.

Optimal Use Cases for Bombora

Bombora, on the other hand, is ideal for organizations seeking pure intent data and those with existing marketing automation platforms. Here's why:

• Pure intent data: Bombora's Company Surge® data provides actionable intent signals, making it an attractive option for businesses looking to tap into the power of intent data.

• Existing marketing automation: Bombora's data co-op model and audience solutions seamlessly integrate with existing marketing automation platforms, enabling more targeted and effective marketing efforts.

Strategies for Maximizing ROI with Intent Data

To get the most out of intent data solutions, follow these strategies:

1. Align sales and marketing teams: Ensure that both teams are working in tandem, using intent data to inform and personalize their efforts.

2. Create targeted content based on intent signals: Develop content that speaks directly to the needs and pain points of your target audience, as indicated by intent signals.

3. Develop personalized outreach campaigns: Use intent data to craft targeted, personalized outreach campaigns that resonate with high-intent accounts.

Common Pitfalls to Avoid

When implementing intent data solutions, be mindful of these common pitfalls:

• Failing to align sales and marketing teams: Intent data is only as effective as the collaboration between sales and marketing teams.

• Not segmenting data: Failing to segment intent data can lead to generic, ineffective marketing efforts.

• Overemphasizing technology: Remember that intent data is a tool, not a silver bullet. Human intuition and expertise are still essential.

By understanding the ideal use cases and best practices for 6sense and Bombora, you can maximize the ROI of your intent data solution and drive more effective, personalized marketing and sales efforts.

Future Trends in Intent Data and B2B Marketing

As the B2B marketing landscape continues to evolve, several trends are emerging that will shape the future of intent data and its applications. Here are some key developments to watch:

Advancements in AI and Machine Learning

Artificial intelligence (AI) and machine learning (ML) will play an increasingly important role in refining intent data collection, analysis, and application. Expect to see improved accuracy, reduced noise, and more granular insights as AI/ML algorithms become more sophisticated.

Increased Focus on Data Privacy and Compliance

The growing emphasis on data privacy and compliance will impact intent data collection and usage. Providers will need to prioritize transparency, security, and consent mechanisms to ensure the ethical and responsible handling of sensitive data.

Integration of Intent Data with Other Martech Solutions

Intent data will be increasingly integrated with other martech solutions, such as CRM, marketing automation, and sales engagement platforms. This will enable more seamless workflows, improved data consistency, and enhanced customer experiences.

Emergence of New Data Sources and Signals

New data sources, such as social media, online communities, and IoT devices, will emerge as valuable contributors to intent data. These signals will provide additional insights into buyer behavior, preferences, and pain points, allowing marketers to refine their strategies.

As these trends take shape, it's essential for B2B marketers to stay attuned to the evolving landscape and adapt their strategies to maximize the value of intent data. By doing so, they can unlock new opportunities for growth, efficiency, and customer-centricity.

Conclusion and Recommendations

In conclusion, both 6sense and Bombora are powerful intent data platforms that can revolutionize the way B2B marketers and sales teams approach their workflows. By understanding the unique strengths and limitations of each platform, businesses can make an informed decision about which solution best fits their needs.

When choosing between 6sense and Bombora, consider the following factors:

• Intent data requirements: If you're looking for a comprehensive account engagement platform with built-in intent data capabilities, 6sense might be the better choice. However, if you need a pure intent data provider with a robust data co-op model, Bombora is worth exploring.

• AI-powered predictive analytics: If advanced predictive capabilities and buying stage predictions are crucial to your sales strategy, 6sense's AI-powered engine might be the way to go.

• : Consider the flexibility and ease of integration with your existing martech stack. Both platforms offer robust integration capabilities, but the extent of customization options might vary.

• Budget and ROI expectations: Evaluate the pricing models and potential ROI of each platform in relation to your business goals and budget constraints.

Ultimately, the key to getting the most out of intent data lies in aligning your sales and marketing teams, creating targeted content based on intent signals, and developing personalized outreach campaigns. By doing so, you can unlock the full potential of intent data and drive more conversions, revenue, and growth.

As the B2B marketing landscape continues to evolve, it's essential to stay ahead of the curve and adapt to emerging trends and innovations in intent data and AI-powered marketing. By embracing these advancements and strategically leveraging intent data, businesses can thrive in an increasingly competitive environment.