An average buying cycle has a lot of engagements before the deal closes. 6sense research found the number of interactions with a buying group can stretch into the hundreds. Each of those interactions has the chance to swing an opportunity in your favor.
When we say “engagements” or “interactions,” we mean the whole suite of tools at sellers’ and marketers’ disposal, including:
- Emails
- Ad campaigns
- Events
- On-site meetings
- Presentations, and everything else
But the problem with increasing your engagement across the buying group is that you have to know who they are and what they care about.
Let’s look at the challenge and how 6sense can fill information gaps for you.
Buyers Like to Stay Hidden
Things would be a lot easier if buyers raised their hands as soon as they were interested in your products and services.
Unfortunately, research proves they like to wait as long as possible before letting you know they’re in-market — they’re usually 70% of the way through their journey before they reach out.
Combine that fact with the size of modern buying groups — an average of 14 to 23 people — and there’s a lot of mystery surrounding any account you might be targeting.
These information gaps could include critical insights like:
- Buying group members
- Accurate contact data
- Technographics
- Firmographics
- Psychographics
- Engagement history
All that intelligence is crucial to making inroads into an account. Without it, you could be lowering your chances of winning deals.
6sense Fills Your Information Gaps
6sense’s Revenue AI platform gives sellers and marketers access to critical intelligence that can fill information gaps.
Here are three examples.
1. Acquire and Enhance Contact Information
6sense has accurate contact information to ensure you’re reaching the right people. No more worrying that you’re emailing an old address or dialing an out-of-date number.
Here’s a look at 6sense’s growing contact database (as of blog publication date):
- 415 million B2B buyer profiles
- 65 million company profiles
- 100 million verified business emails
- 55 million direct-dial phone numbers
Within the platform, it’s as easy as clicking a button to acquire missing contact information.
2. Uncover the Entire Buying Team
Multi-threading — reaching and engaging multiple stakeholders — across an entire account is one of the surest ways to increase your odds of winning deals.
6sense provides a handy account map that lets you see just how much of the buying team you’ve engaged with.
Having a quick graphical view of the key stakeholders and your level of engagement with them presents an opportunity to gameplan your multi-threading strategy.
3. Discover What Buyers Care About
You don’t have to remain in the dark about what buyers are doing in the first 70% of their journey.
6sense’s industry-leading intent data capabilities capture the crucial activities happening at accounts.
With 6sense you can see:
- Web pages visited
- Content browsed
- Product pages engaged
- Topics and keywords researched
By uncovering this typically anonymous activity and matching it to the account where it’s happening — at industry-leading rates — you can prioritize outreach and craft strategic messages tailored to the concerns of each account.
Instead of waiting for that 70% of the journey to conclude, your sellers and marketers gain insights into what they’re doing in the early stages.
Conclusion
Intelligence is crucial for any opportunity, and information gaps reduce your ability to effectively influence an account.
One of the biggest advantages 6sense offers to sellers and marketers is the ability to fill those information gaps and get a fuller picture of your buyers.
