B2B brands are being
offered a new platform for centralizing their omnichannel engagement and data management.
6sense, has launched Intelligent Workflows, a product that puts audience and data workflows
in one place for use by marketing and sales teams.
The goal is to bring “data management and omnichannel engagement into a single canvas, enabling more efficient, targeted
campaigns that drive measurable results,” says Kyle Skibbe, vice president of product management at 6sense.
The problem that must be solved is that marketing teams are “struggling
with orchestration because of fragmented tools that create data silos and complicate campaign execution,” Skibbe says.
According to 6sense, the features include:
- Audience Workflows, for helping practitioners streamline engagement across email, display, social, email, SEPs, CRM and marketing automation platforms from a unified interface
- Data Workflows to enables operations teams to enhance their CRM and marketing automation platforms with firmographic, technographic, and intent data.
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In addition,
Intelligent Workflows can be integrated with:
- CRM systems such as Salesforce and HubSpot
- Marketing automation platforms like Marketo, HubSpot,
Marketing Cloud and Eloqua
- Sales engagement platforms such as Salesloft, Outreach
- Digital advertising channels, including Meta, LinkedIn, Google, and
6sense Display.
One user of Intelligent Workflows is FireMon.
“Intelligent Workflows has transformed our marketing campaigns at FireMon, enabling us to deliver
strategic, omnichannel buyer experiences,” says Amy Yuan, director of marketing operations at FireMon.
Yuan adds, “With the ability to map the entire customer journey and
personalize content at each stage, we’ve been able to execute more effective campaigns and save 10 hours per week in planning and reporting time. It’s shifted us from campaign executors to
customer journey architects.”
One 6sense client using the Audience Workflows function is Corporate Visions.
“Audience Workflows gives us the ability to work
smarter,” says Joshua White, director of global growth marketing, Corporate Visions.
White adds: “We can build our whole campaign from beginning to end as opposed to ad hoc
or piecemeal list uploads in different systems. Rather than creating a million different iterations of segments, we can start with one segment that pushes accounts and contacts into different
channels, like LinkedIn for ads or 6sense AI Email Agent for follow-up.”
Intelligent Workflows was launched with a phased rollout on March 25, and will be available to all the
firm’s Marketing Intelligence customers.