It's bought by marketers because it simply doesn't actually help drive revenue for enterprise sellers from my experience I started off as a huge advocate of Bombara, 6sense etc... and the idea of capturing intent and folks looking for a solution sounded so awesome. However, it simply has never come to reality in 5 years of use for me and the teams I work with. We have 6 sense now and have got basically no ops from it... at the end of the day just because someone from a company searched for say "identity and access management" doesn't mean that now they are actively buying. Some dude could have searched for that for any reason and you usually don't know who and/or if even the right person etc... and with folks working from home how even attribute company correctly? We have spent tons of time trying... We'd see a target account is searching for key terms we filtered... we'd go try to find all the right people and be like "oh we heard or saw etc you might be looking for tools in identity space"... and I have done this probably 100 times and it has never once generated an opp for me. Literally, my targeted cold outreach does better than the "warm" intent-qualified accounts.
We are considering both platforms for our ABX strategy and I compared these two platforms. Both are very good at what they do, but where I believe Demandbase has an edge is its integration with Salesforce, which means our sales team can stay in CRM and continue to run their ABS. On the 6Sense side, the sales team works on their platform and has to click through to LinkedIn to work with the contact. This is 2 steps away from the CRM, and I know how they feel about "clicking" to get to things. I hope LinkedIn notifies me when you post your findings 😊.
Zuora Introduces Zephr: The Engine to Power Subscriber-Led Growth for Any Industry zuora.com
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