Question for the group... has anyone had success with intent data? In theory it makes sense, but I've tried and could never really get it to work as advertised. I also noticed the CEO and CRO at 6sen

Most people are not able to make use of intent data from tools like 6Sense to the point that many consider it a scam, so I’d question what would make me succeed when most others have failed. I would only consider giving it a shot if you have a good answer to that question. :+1:

Thank you for sharing your experience. This make Pavilion super valuable!

I think the system works, the problem is in practice, getting "True ABM" done correctly is hard.

1. The human integration between Marketing & Sales is brutal. Most orgs can't get sellers to follow up on demo requests - now you want sellers to leverage intent?
2. Intent can be utterly vague as hell. So you found out someone at Salesforce (as an example) is researching your solution based in San Francisco. Now what?
3. The real issue is $$. These software platforms are expensive, yes, but the real killer is the ABM ads. The answer to "What to do with that intent signal" is really often "You should have been using your ABM platform to serve your ad when they get there." That can really ratchet up the cost.
4. And that's the real rub. "True" 1:1 ABM doesn't really work from a unit economics perspective until you get to, say, $250k ARR (In my professional opinion.) And if you're just doing 1:many (or even more likely, Programmatic ABM [sometimes called 1:many if you use 1:few for the 'in between']) doesn't really make sense you might as well just go to Rollworks or something.

Thanks, but does the system work as advertised? That was the challenge that I had.

Hi Dario, We have 6sense with G2, TrustRadius, and account website traffic connected to then send 6sense alerts to sales. Here's more info from 6sense Account Based Marketing & GDPR Compliance: FAQs & Strategies | 6sense share.google