Account-Based Marketing Platforms: A Critical Comparison of 6sense and Demandbase

Account-based marketing (ABM) has revolutionized the way B2B companies approach sales and marketing. By focusing on target accounts and personalized engagement, ABM has proven to deliver higher ROI, improved customer satisfaction, and enhanced sales productivity. At the heart of a successful ABM strategy lies a robust platform that can orchestrate and optimize the entire process. Two prominent players in the ABM platform landscape are 6sense and Demandbase. Both platforms have earned a reputation for their innovative approach to ABM, but which one is the best fit for your organization?

In this article, we'll delve into the features, capabilities, and unique selling points of 6sense and Demandbase. We'll compare their strengths and weaknesses, examine their pricing structures, and explore the customer support and resources they offer. By the end of this in-depth analysis, you'll be able to make an informed decision about which platform is best suited to your ABM needs.

The ABM landscape is rapidly evolving, and the stakes are high. Choosing the right platform can mean the difference between success and failure. With this comparison, we aim to provide you with a comprehensive understanding of 6sense and Demandbase, enabling you to make a confident decision that drives revenue growth, boosts customer engagement, and fuels your ABM strategy.

In the following sections, we'll explore the backgrounds, features, and unique selling points of 6sense and Demandbase. We'll then conduct an in-depth comparison of their core capabilities, integration possibilities, pricing structures, and customer support. By the end of this article, you'll have a clear understanding of which platform is the best fit for your organization's ABM needs.

Overview of 6sense

Founded in 2013 by Amanda Kahlow, 6sense started as a predictive analytics company and has since evolved into a comprehensive account-based marketing (ABM) platform. With a strong focus on AI-powered insights, 6sense has become a leading player in the ABM space.

Company Background and History

Kahlow, a pioneer in the predictive analytics space, saw an opportunity to apply AI-driven insights to B2B marketing. Initially, 6sense focused on providing predictive analytics solutions to help businesses identify and engage with potential customers. Over time, the company expanded its capabilities to include a full range of ABM features, cementing its position as a leader in the industry.

Core Features and Capabilities

6sense offers a robust set of features that enable businesses to identify, target, and engage with high-value accounts. Some of its core capabilities include:

• AI-powered predictive analytics: 6sense's advanced algorithms analyze massive amounts of data to identify patterns and predict future behavior.

• Intent data collection and analysis: 6sense captures and analyzes intent signals from various sources, providing valuable insights into account behavior.

• Account identification and segmentation: 6sense's AI-driven models identify and segment high-value accounts based on fit, intent, and engagement.

• Personalized content recommendations: 6sense suggests tailored content to engage target accounts and accelerate the buying process.

• Multi-channel orchestration: 6sense enables businesses to coordinate seamless, personalized experiences across various channels and touchpoints.

Unique Selling Points

6sense differentiates itself from competitors through several unique features:

• The 6sense Qualified Accounts (6QA) scoring model: A proprietary model that assigns a data-driven score to each account, indicating its likelihood of conversion.

• Dark funnel insights: 6sense reveals anonymous buyer behavior, providing a comprehensive understanding of the buyer journey.

• AI-driven next best action recommendations: 6sense suggests personalized, data-driven actions to engage target accounts and accelerate the sales process.

These features and capabilities have established 6sense as a leader in the ABM space, helping businesses drive revenue growth and optimize their marketing efforts.

Overview of Demandbase

Demandbase is another prominent player in the account-based marketing (ABM) space. Founded in 2007 by Chris Golec, the company initially focused on IP-based targeting, which allowed businesses to target specific companies and decision-makers online. Over time, Demandbase expanded its offerings to become a full-scale ABM platform, providing a range of features and capabilities to support B2B marketers.

Company Background and History

Demandbase's early success was largely due to its innovative approach to IP-based targeting. By leveraging IP addresses, the platform could identify and target specific companies and decision-makers online, even if they were anonymous. This approach allowed businesses to engage with high-value targets more effectively, increasing the likelihood of conversion.

As the B2B marketing landscape evolved, Demandbase adapted by expanding its platform to include a broader range of ABM features and capabilities. Today, the company is recognized as a leader in the ABM space, with a client roster that includes some of the world's most successful B2B brands.

Core Features and Capabilities

Demandbase's ABM platform offers a range of core features and capabilities, including:

• Account identification and prioritization: Demandbase uses a combination of IP-based targeting, firmographic data, and behavioral insights to identify high-value accounts and prioritize them based on their likelihood of conversion.

• Intent data and behavioral insights: The platform provides real-time intent data and behavioral insights, allowing businesses to target accounts that are actively researching or engaging with their brand.

• Advertising and personalization: Demandbase offers a range of advertising and personalization capabilities, including account-based advertising, retargeting, and personalized content recommendations.

• Sales intelligence: The platform provides sales teams with real-time insights and alerts, enabling them to engage with high-value targets more effectively and close more deals.

• Attribution and analytics: Demandbase's attribution and analytics capabilities allow businesses to measure the effectiveness of their ABM efforts, track ROI, and optimize their campaigns for better results.

Unique Selling Points

Demandbase's ABM platform offers several unique selling points, including:

• An extensive B2B database: Demandbase's database is one of the largest and most accurate in the industry, providing businesses with access to millions of high-value targets.

• Account-based advertising platform: Demandbase's advertising platform is specifically designed for ABM, allowing businesses to target high-value accounts with precision and accuracy.

• Integration with Salesforce and other CRM systems: Demandbase's platform is tightly integrated with leading CRM systems, enabling seamless data exchange and synchronization.

By combining these features and capabilities, Demandbase provides a powerful ABM platform that can help B2B marketers drive revenue, increase efficiency, and improve customer engagement.

In-depth Comparison of Key Features

This section delves into the nitty-gritty of 6sense and Demandbase's features, providing a comprehensive comparison of their account identification, intent data, predictive analytics, advertising, sales intelligence, and reporting capabilities.

Account Identification and Targeting

Both 6sense and Demandbase offer robust account identification and targeting features. However, they differ in their approaches:

• 6sense: 6sense uses AI-powered account identification to track anonymous visitors and identify potential accounts. Its algorithms analyze multiple signals, including firmographic, technographic, and behavioral data, to identify high-value accounts.

• Demandbase: Demandbase relies on IP-based identification, which allows it to identify accounts based on their IP addresses. It also uses firmographic and technographic data to further segment and target accounts.

Intent Data and Insights

Intent data is a critical component of account-based marketing. Here's how 6sense and Demandbase differ in their intent data approaches:

• 6sense: 6sense has developed a proprietary AI-driven intent model that identifies high-intent accounts based on their online behavior. Its "dark funnel" insights provide visibility into anonymous buyer behavior, enabling targeted marketing efforts.

• Demandbase: Demandbase partners with third-party intent data providers to offer intent insights. It also collects first-party intent signals from its customers' own data, providing a more comprehensive view of account intent.

Predictive Analytics and Scoring

Predictive analytics is essential for identifying high-value accounts and predicting future behavior. Here's how 6sense and Demandbase differ in their predictive analytics approaches:

• 6sense: 6sense uses advanced AI models to predict account behavior, including its proprietary 6QA scoring system. This system assigns a score to each account based on its fit, intent, and engagement.

• Demandbase: Demandbase uses predictive scoring based on fit, intent, and engagement data. Its algorithms analyze multiple signals to identify high-value accounts and predict their likelihood of conversion.

Advertising Capabilities

Both 6sense and Demandbase offer advertising capabilities, but they differ in their approaches:

• 6sense: 6sense provides display advertising, retargeting, and personalized ads capabilities. Its AI-powered advertising engine optimizes ad spend based on account behavior and intent.

• Demandbase: Demandbase offers account-based advertising, cross-channel campaign management, and personalized advertising capabilities. Its platform integrates with multiple ad exchanges and supply-side platforms.

Sales Intelligence and Enablement

Sales intelligence and enablement features are critical for aligning sales and marketing efforts. Here's how 6sense and Demandbase differ in their sales intelligence approaches:

• 6sense: 6sense provides AI-powered recommendations and account insights to sales teams, enabling them to target high-value accounts and personalize their outreach.

• Demandbase: Demandbase offers sales alerts and account research tools, enabling sales teams to identify and pursue high-value accounts.

Reporting and Analytics

Accurate reporting and analytics are essential for measuring the success of ABM efforts. Here's how 6sense and Demandbase differ in their reporting and analytics capabilities:

• 6sense: 6sense offers custom dashboards and revenue attribution capabilities, enabling marketers to measure the ROI of their ABM efforts.

• Demandbase: Demandbase provides ROI measurement, pipeline analytics, and attribution reporting, enabling marketers to optimize their ABM campaigns.

By examining these key features, it's clear that both 6sense and Demandbase offer robust ABM capabilities. However, their approaches differ in critical areas, such as account identification, intent data, and predictive analytics. In the next section, we'll explore their integration capabilities and how they can be leveraged to enhance your ABM efforts.

Integration Capabilities

When evaluating an ABM platform, it's essential to consider its integration capabilities. Both 6sense and Demandbase offer a range of integrations with popular marketing automation, CRM, and other tools.

CRM Integrations

6sense integrates with:

• Salesforce

• Microsoft Dynamics

• HubSpot

Demandbase integrates with:

• Salesforce

• Microsoft Dynamics

• Oracle

Marketing Automation Integrations

6sense integrates with:

• Marketo

• Eloqua

• Pardot

Demandbase integrates with:

• Marketo

• Eloqua

• HubSpot

Other Integrations

6sense integrates with:

• Bombora

• LinkedIn

• Google Ads

Demandbase integrates with:

• Adobe Experience Cloud

• Drift

• Optimizely

Both platforms offer a range of integrations to support various marketing and sales workflows. However, 6sense has a slight edge in terms of the number and variety of integrations it offers.

Pricing and Plans

When it comes to pricing, both 6sense and Demandbase offer flexible plans tailored to different company sizes and needs. Here's a breakdown of their pricing structures:

6sense Pricing Structure

6sense uses a tiered pricing model, with costs increasing based on the company size and the features required. While the exact pricing is not publicly disclosed, it's reported that the platform starts at around $10,000 annually for small to medium-sized businesses. For larger enterprises, custom plans are available, which can range from $50,000 to over $100,000 per year.

Demandbase Pricing Structure

Demandbase takes a different approach, offering module-based pricing. This means customers can pick and choose the features they need, and only pay for those. The pricing ranges from $1,000 to $5,000 per month, depending on the modules selected. For larger companies, custom pricing is available, with cost varying based on the scope of the project.

Value for Money Comparison

When comparing the value for money, it's essential to consider the specific needs of your business. Both platforms offer comprehensive feature sets, but the costs can add up quickly. 6sense is generally more expensive, especially for larger enterprises. However, its advanced AI capabilities and predictive analytics might justify the higher cost for some businesses. Demandbase, on the other hand, offers a more flexible pricing model, making it more accessible to smaller companies or those with specific needs.

Ultimately, the choice between 6sense and Demandbase will depend on your business goals, budget, and requirements. Be sure to carefully evaluate the pricing structures and features before making a decision.

Customer Support and Resources

Both 6sense and Demandbase understand the importance of providing top-notch customer support to help their users get the most out of their ABM platforms. In this section, we'll delve into the support options, resources, and customer success strategies employed by each company.

6sense Support Options

6sense offers a range of support options to cater to different needs and preferences:

• Email and phone support: Get in touch with 6sense's support team via email or phone for prompt assistance.

• Online knowledge base and community forums: 6sense provides an extensive online resource center with tutorials, guides, and forums where users can connect with each other and share best practices.

• Customer success managers for enterprise clients: 6sense assigns dedicated customer success managers to enterprise clients, ensuring they receive personalized attention and strategic guidance.

Demandbase Support Options

Demandbase also offers a comprehensive support framework, including:

• 24/7 email and phone support: Demandbase's support team is available around the clock to address any queries or concerns.

• Online documentation and tutorials: Demandbase provides an extensive library of online resources, including user guides, tutorials, and FAQs.

• Dedicated customer success teams: Demandbase assigns dedicated customer success teams to work closely with clients, ensuring they achieve their ABM goals.

Both 6sense and Demandbase prioritize customer success, offering a range of support options and resources to empower their users. While 6sense emphasizes personalized support for enterprise clients, Demandbase focuses on providing extensive online resources and 24/7 support. Ultimately, the choice between the two will depend on your organization's specific needs and preferences.

User Experience and Ease of Use

When it comes to user experience, both 6sense and Demandbase have made significant strides in creating intuitive and comprehensive platforms. However, there are some differences in their approaches to user interface, navigation, and overall usability.

6sense User Interface and Navigation

The 6sense platform is designed to be highly customizable, with a focus on displaying complex data in a clear and actionable way. The user interface is modern and clean, with a minimalistic design that allows users to easily navigate between different modules. 6sense's use of AI-powered predictive analytics can be complex, but the platform's intuitive design makes it accessible to users of varying technical backgrounds.

The platform's menu system is organized around key workflows, such as account identification, intent analysis, and content orchestration. This structure makes it easy for users to find the features they need and get started with their ABM strategies quickly. Additionally, 6sense provides a range of customization options, allowing users to tailor the platform to their specific needs and workflows.

Demandbase Platform Usability

Demandbase has also invested heavily in creating a user-friendly platform, with a focus on simplicity and ease of use. The platform's interface is clean and modern, with clear labeling and intuitive navigation. Demandbase's focus on account-based advertising and sales intelligence means that the platform is highly geared towards helping users identify and target high-value accounts.

One of the standout features of Demandbase is its use of visualizations and dashboards to display complex data. These visualizations make it easy for users to quickly understand key metrics and trends, and to identify areas for improvement in their ABM strategies. Demandbase also provides a range of training and support resources, making it easy for users to get up and running quickly.

Learning Curve and Onboarding Process

Both 6sense and Demandbase provide comprehensive onboarding processes to help users get started with their platforms. 6sense offers a range of training resources, including webinars, video tutorials, and dedicated customer success managers for enterprise clients. Demandbase also provides extensive training and support, including online documentation, tutorials, and dedicated customer success teams.

In terms of learning curve, both platforms require some time and effort to master. However, 6sense's focus on AI-powered predictive analytics may require a slightly steeper learning curve, particularly for users without a technical background. Demandbase's focus on account-based advertising and sales intelligence makes it slightly more accessible to users with a marketing or sales background.

Ultimately, the choice between 6sense and Demandbase will depend on your organization's specific needs and workflows. If you're looking for a highly customizable platform with advanced AI-powered predictive analytics, 6sense may be the better choice. If you're looking for a more streamlined platform with a focus on account-based advertising and sales intelligence, Demandbase could be the way to go.

Case Studies and Success Stories

When evaluating ABM platforms, it's essential to look at real-world examples of how they've helped businesses achieve their goals. Here are some case studies and success stories from 6sense and Demandbase:

6sense Customer Success Stories

6sense has helped numerous businesses improve their ABM strategies and drive revenue growth. Here are a few examples:

• 40% Pipeline Growth: One 6sense customer, a leading software company, used the platform's predictive analytics to identify high-value accounts and tailor their marketing efforts. As a result, they saw a 40% increase in pipeline growth.

• ROI Improvement: A 6sense client in the financial services industry used the platform's AI-driven intent signals to target high-intent accounts. This led to a significant improvement in ROI, with a 3x increase in sales-qualified leads.

Demandbase Customer Success Stories

Demandbase has also helped numerous businesses achieve success with ABM. Here are a few examples:

• Account Engagement Boost: One Demandbase customer, a leading B2B services company, used the platform's account-based advertising capabilities to target high-value accounts. This led to a 50% increase in account engagement and a 20% increase in sales-qualified leads.

• Optimized Ad Spend: A Demandbase client in the technology industry used the platform's attribution and analytics capabilities to optimize their ad spend. As a result, they saw a 25% reduction in waste and a 15% increase in ROI.

These case studies demonstrate the real-world value that 6sense and Demandbase can bring to businesses. By leveraging the capabilities of these ABM platforms, companies can drive revenue growth, improve ROI, and optimize their marketing efforts.

Conclusion and Recommendations

In conclusion, both 6sense and Demandbase are powerful account-based marketing platforms that offer a range of features and capabilities to help B2B marketers target and engage their ideal accounts. While both platforms share some similarities, they also have distinct differences in their approaches, strengths, and weaknesses.

Summary of Key Differences

6sense is known for its AI-powered predictive analytics, dark funnel insights, and personalized content recommendations. It offers a comprehensive platform that covers account identification, intent data analysis, and multi-channel orchestration. On the other hand, Demandbase is renowned for its extensive B2B database, account-based advertising capabilities, and seamless integration with CRM systems. It offers a more flexible and customizable platform that can be tailored to meet the specific needs of different businesses.

Ideal Use Cases for Each Platform

6sense is ideal for businesses that want a more hands-off approach to ABM, relying on AI-powered insights to guide their marketing efforts. It's suitable for companies that have complex sales cycles, multiple buyer personas, and a large volume of anonymous website traffic. Demandbase, on the other hand, is better suited for businesses that want a more hands-on approach to ABM, with a focus on personalized advertising and sales intelligence. It's suitable for companies that have a well-defined ideal customer profile, a strong sales team, and a large budget for advertising and marketing.

Factors to Consider When Choosing Between the Two

When deciding between 6sense and Demandbase, businesses should consider their specific needs, resources, and goals. They should evaluate factors such as the complexity of their sales cycle, the size and quality of their CRM data, their budget for marketing and advertising, and the level of integration required with their existing systems. They should also consider the level of support and resources provided by each platform, as well as the ease of use and adoption.

Final Thoughts on the Future of ABM

The future of ABM is bright, and both 6sense and Demandbase are well-positioned to play a key role in shaping this future. As the B2B marketing landscape continues to evolve, we can expect to see even more innovative solutions emerge that leverage AI, machine learning, and data analytics to drive business growth. Ultimately, the choice between 6sense and Demandbase will depend on the specific needs and goals of each business, but one thing is certain – the future of ABM is all about personalized, data-driven marketing that drives real results.