6sense is a B2B predictive intelligence platform that aims to help marketing and sales teams uncover, accelerate, and capture demand through artificial intelligence and account-based marketing. ZenIQ is an account-based marketing product company that compiles a 360-degree view of target accounts from customer relationship management tools, marketing technology elements, and third party data. 6sense recently announced that it acquired ZenIQ to create a more comprehensive platform for account-based marketing.
Since both companies appear to be doing most of the same things, why the purchase?
6sense wanted to be able to provide an account-based marketing service that includes the ability to enhance data records, better identify interested accounts, build complete profiles of engagement for each targeted account, and activate accounts across multiple streams of marketing and sales techniques. With ZenIQ on board now, 6sense can take account-based marketing to the next level by gathering and collecting third-party external data.
This is a bold step for marketers as many struggle with the daily implementation of multiple tools just to get a few decent results. 6sense’s newly enhanced capabilities will help to ensure marketing tool consolidation among marketing teams. In the acquisition, ZenIQ offered a better consolidated enrichment process for account contacts as well as an intelligent machine learning process to automatically match a lead to the right account. The workflow process of ZenIQ even offers some guidance to marketers on what the next steps should be.
Jason Zintak, President and CEO of 6sense, said in a press release, “B2B enterprises are looking to either implement or scale-up their ABM practices for growth in 2018. Using integrated workflows for targeted sales and marketing plays, combined with predictive data insights and intelligent targeting, the combination of ZenIQ with 6sense equips modern marketers with a platform that delivers up to 5x lift in lead conversions and pipeline acceleration. We’re thrilled to welcome ZenIQ customers and partners, and the ZenIQ team into our shared vision for marketing success.”
Srihari Kumar, CEO of ZenIQ, said, “Marketing departments today have struggled to integrate a large number of separate technologies to drive revenue. After integrating all these point solutions, it still remains a challenge for sales and marketing to efficiently engage accounts and stay coordinated with tactics. We are extremely excited to be joining the 6sense team as together we have a solution that can address challenges faced by pipeline and revenue teams to stay coordinated across the demand unit waterfall.”
With personalized and automated experiences being the talk of the day, 6sense and ZenIQ together aim to help marketers get to a place where they are constantly listening for the deep needs of buyers, timing their communication right, and doing the research necessary to walk with a buyer from start to finish in the outer journey. Fewer tools and better integration of these two platforms seem to be a win for marketers focused on account-based marketing.