In a previous LawBARD feature, we discussed Account Based Marketing (AMB) as a strategy for law firms to focus on delivering custom messaging and content to their most profitable prospects. In essence, “fish where the fish are biting” rather than just trying to “cast a wide net” and hope for the best. While this may be a relatively new concept within the legal industry, AMB has been embraced by both B2B (business to business) and B2C (business to consumer) companies for many years and driven a great amount of success.
What is 6sense?
While there are many marketing platform software packages, 6sense is a prominent Account-Based Marketing (ABM) and revenue intelligence platform and is recognized marketing leader in ABM and recognized as being a leader in AI-powered insights and identifying prospect buying signals.
6sense uses artificial intelligence (AI) and predictive analytics to help companies identify, prioritize, and engage with accounts that are most likely to buy its products and services. It analyzes a vast amount of data, including anonymous buying signals and intent data, to provide insights into an account's buying stage and key decision-makers. Essentially, it aims to remove guesswork by providing actionable intelligence for targeted campaigns, personalized outreach, and improved conversion rates.
How 6sense Helps You Catch the Right Fish
6sense analyzes a lot of disparate data from multiple sources, including anonymous buying signals and intent data, to give you the inside scoop on an account's buying stage and who the key decision-makers are. This means you can:
- Understand Buyer Intent: 6sense captures and aggregates what are called “anonymous buying signals” which including website visits, engagement with content like white papers, case studies, social media interaction, and third-party data such as customer news and updates, technographic data, etc. This enables users to identify and understand a prospect’s level of interest as well as tailor and personalize outreach efforts based on what the prospect is interested in and their buying stage.
- Prioritize Your Best Prospects: 6sense uses this Buyer Intent Analysis information along with AI to identify and prioritize prospects that are most likely to convert based on their fit to a firm’s ideal customer profile, level of engagement, and their stage in the buying process.
- Get Smart Sales Insights: 6sense provides insights into these target accounts including identification of decision makers, contact info and best ways to engage with them. The tool also uses AI to predict when these prospects are most likely to buy, helping you to target the right prospects as the right time.
- Automate Marketing Campaigns: 6sense provides the capabilities to automate outbound marketing campaigns through the use of AI email agents that can automate prospecting, optimize multichannel campaigns across the web, social channels, emails and advertisements and personalize prospect and client interactions.
6sense can also help implement and optimize digital ad campaigns, help market and cross-sell additional services into the current client base and automate both inbound and outbound marketing processes.
Who is 6Sense for?
6sense is developed for, and primary used by medium to large B2B companies with established sales and marketing operations, however it is also used by B2B law firms who are looking to grow their clients base and improve client relationships by helping them focus their efforts on identifying, targeting, and connecting with their most promising prospects and profitable customers.
The Good and Not-so-good of 6sense
6Sense’s strengths are its use of AI-powered predictive analytics and intent data, along with its wide array of features.
On the flip side, 6sense has a pretty steep learning curve, both for everyday users and for those setting up automations. And then there's the price tag. While there's a freemium plan, the free service is really more for trial usage before committing. Their paid tiers—Team, Growth, and Enterprise—are tailored to individual business needs, varying based on factors like the number of users, desired features – including the use of their coveted AI capabilities, and data consumption. Industry reports and customer feedback suggest that annual costs for 6sense can range from approximately $60,000 to over $100,000, and you'll likely need to commit to a two-year agreement. Also, 6sense isn't specifically geared towards the legal industry, so it doesn't have built-in integrations with common legal marketing tools like Clio or MyCase. However, you can create custom integrations using an API.
Competitors of 6sense
Even though 6sense is a market leader in ABM, there are other great marketing platforms out there. You'll find more traditional outbound marketing solutions like Apollo and ZoomInfo, tools with similar features to 6sense like Marketo, and even more budget-friendly options like Warmly. Plus, there are tools specifically for the legal industry, such as Nexl.
Overall Assessment of 6sense
Our advice for medium-to-large business-focused law firms is that you should apply the concepts of Account Based Marketing in your marketing efforts and take a look at 6sense or its competitors to see how they can help drive more intake.
LawBARD Score: 3.5 out of 5 gavels.
