Leading B2B Technology Companies Like Drift, Mediafly, and PathFactory Embed 6signal to Accurately Match Web Traffic to Accounts
6sense, the leading Account Engagement Platform, announced that its 6signal Graph now powers personalized experiences for sales and marketing technology providers. 6signal is 6sense’s patented account identification technology, which matches anonymous web traffic and 3rd-party intent signals to accounts more accurately than any other solution on the market. Companies like Drift, Mediafly, and PathFactory and have already embedded 6signal in their platforms to enable customers to deliver personalized experiences.
Accurate account identification is central to delivering personalized experiences as part of an account-based sales and marketing strategy. B2B buyers today remain anonymous through most of the purchase journey, yet Salesforce reports that 72% of B2B customers expect a deep understanding of their needs, reflected through personalized experiences. Matching anonymous visitors to accounts is essential to personalization, and the need for accurate identification is only increasing as more buyers are getting involved in purchase decisions — yet are spread across multiple locations, including home offices.
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With 6signal natively embedded, sales and martech providers drive greater adoption of their platform by enhancing their customers’ ability to deliver highly relevant, engaging experiences. 6signal’s superior ability to match web traffic to accounts enables sales and marketing platforms users to identify more target accounts, deliver personalized experiences with confidence, and increase conversions.
“Our goal is to enable our customers to deliver highly personalized conversational marketing experiences at scale,” said Jared Fuller, Senior Director of Partnerships at Drift. “With 6signal instantly recognizing high-value accounts, our customers can better route and engage buyers with highly personalized messages that drive meaningful conversations and conversions.”
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Joint customers of 6sense and technology providers that embed 6signal benefit by gaining even more data points to drive personalized experiences. In addition to account firmographic data such as company name, industry, revenue, and location, joint customers can use 6sense’s dynamic segments, ICP fit predictions, and buying stage predictions to trigger actions when a visitor lands on their website, like personalizing based the intent topics a visitor has been researching across the B2B web.
“We’ve been enhancing the 6signal Graph for nearly eight years to deliver accurate account matching, including adjusting to changes in locations and devices from which a buyer conducts research,” said Viral Bajaria, CTO and Co-founder of 6sense. “Superior account identification has always been one of the reasons why customers partner with 6sense, and it’s exciting to see these capabilities now powering other solutions in our customers’ sales and marketing tech stacks.”
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