Leveraging the Power of Intent Data, the Integration Enables B2B Teams to Track Accounts From the Detected Stage of the ABM Funnel All the Way to Closed-Won Business

Full Circle Insights, a provider of marketing and sales performance measurement solutions that enable B2B marketers to optimize their marketing mix and drive more revenue, and 6sense, the leading platform for B2B organizations generating predictable revenue, today announced the companies partnered on an integration that empowers revenue teams to measure the impact of their account-based marketing (ABM) strategies within a CRM.

The first martech solution to give B2B marketers the power to measure campaign performance in an ABM funnel framework, Full Circle ABM now integrates with 6sense to enable the tracking of accounts from the detected stage, indicating when an account may be recognised as in-market based on intent signals, all the way to closed-won business. Since Full Circle ABM is built natively inside the CRM, marketing and sales teams that use it to measure campaign impact can align around a single source of data truth and work more collaboratively to target accounts – a key ABM advantage.

"Aligning sales and marketing teams by providing valuable account insights to prioritizing accounts with higher conversion potential and measuring the activation of target accounts makes your CRM smarter," said Elliot Smith, Head of Partnerships, 6sense. "Together we are creating more streamlined and effective workflows so customers on both sides can follow a comprehensive ABM funnel that includes our robust intent data." 

This new integration leverages 6sense intent data to identify accounts that revenue teams should target as well as buying stage predictions. 6sense captures buyer intent signals across relevant, trusted B2B sources to provide visibility into in-market accounts actively researching seller solutions. This creates actionable insights and eliminates guesswork to help organizations more efficiently and effectively create and convert pipeline to revenue. 6sense integrates with CRM platforms so that customers can set up orchestrations that automatically collect, improve, clean, and sync important data into a single source for sales and marketing. AI-powered recommendations from 6sense Revenue AI™ are then used to drive meaningful engagement with different audiences across channels.

"6sense takes guesswork out of the ABM targeting equation for B2B organizations and aligns sales and marketing teams around the de facto revenue system of record — the CRM," notes Full Circle Insights President and CEO Bonnie Crater. "Improving funnel visibility and fostering closer sales and marketing alignment are values Full Circle has in common with 6sense, so we're thrilled to work with a leading intent data provider on an integration that improves ABM campaign efficiency."