6sense is a popular Account Based Marketing and “Go to Market” solution used by CaliberMind customers. We view CaliberMind and 6sense as very complementary solutions for the savvy B2B marketer and there are a variety of use cases.
CaliberMind + 6sense can offer many synergies and a few core use cases for customers:
- ABM advertising + Orchestration measurement
- Blended engagement scoring signals
- Visitor Account-Level Deanonymization
Use Case #1 – Using CaliberMind to Attribute 6sense ABM Advertising campaigns
Why do this? – CaliberMind provides a vendor-agnostic source of truth for marketing reporting. As a best practice we can lower Cost of Acquisition and optimize Ad Spend using this method!
Pre-requisite: 6sense Campaign IDs are appended to the UTMs in a set parameter. For more information see: UTM Best Practices
Currently we don’t support a direct integration for this use case, but the data can be delivered periodically by your team via and SFTP or Google Sheets, using the template found in this article.
After you do this please reach out to your CSM to confirm and help QA. The end result is being able to measure ROAS for ABM Campaigns.
Use Case #2 – Using CaliberMind to blend 6sense scoring and segmentation
Why do this? – Both CaliberMind and 6sense have capabilities around scoring and segmentation. Marketing Operations generally likes to avoid duplicative processes. Luckily, segmentation lists and scoring values can be passed between systems using the CRM as an intermediary. For example, 6sense can add a target list to a campaign in SFDC then CaliberMind can be used to follow and track attribution against the list. Ultimately this can save time and duplicate work, driving towards a source-of-truth and alignment across teams.
There is no one-size-fits all approach to this type of integration, but luckily CaliberMind can work with any custom fields or objects managed by 6sense. Just Slack us or email your CSM a question about how this could work. There are amazing possibilities with a unified segmentation and scoring strategy!
Use Case #3 – Using CaliberMind and 6sense to enrich anonymous visitors
Why do this? – CaliberMind provides a unified buyer journey across all data sources. Our analyticsJS web tracker has the robust capability to seamlessly read the 6sense visitor intelligence signals and pull them onto the buyer journey.
- See when accounts are visiting your site that are not yet in the CRM, leading to new account targeting.
- Provide a more complete buyer journey for engagement scoring– blending in semi-anonymous data from 6sense. Scoring visitors and accounts that have not yet converted!
Pre-requisite: 6sense IP-enrichment script AND the CaliberMind AnalyticsJS page script is deployed: Deploying CaliberMind Page Script.
There is a two step process to integrate CaliberMind AnalyticsJS with 6sense web data.
- Log into CaliberMind as an administrator.
- Navigate to settings > website > tracker
- Select 6sense and other vendor scripts installed on your site.
- Regenerate and copy the new code.
- Update you CaliberMind page header script with this new code.
That’s it.. You are now enriching visitors in your web tracker and you’re ready for anonymous scoring and attribution!
Contact your Customer Success Manager for additional use cases and details.