What do you like best?
Helps establish an accountable, data-driven ABM approach. Efficiently delivers an optimized, clean ABM marketing automation / CRM instance, build out your ABM database, using AI to prioritize your accounts and contacts, find new accounts, identifying which accounts have intent (1st and 3rd party) and which intent, understand which accounts are exhibiting buying behavior, and deliver full funnel account-based reporting.
What do you dislike?
Because of the nature of ABM and depending on your ABM maturity, there is some planning and preparation that goes in to optimizing your CRM for ABM and aligning with sales to get the most out of the tool. 6sense helps with all of this and the team is very knowledgeable and helpful but do realize there is some time commitment on your part to get things setup correctly. Garbage in, garbage out.
Recommendations to others considering the product:
Don't start executive ABM programs before you have the ABM database management and reporting analytics plan figured out. Definitely include them in your ABM RFPs.
What problems are you solving with the product? What benefits have you realized?
Our organization was trying to take our ABM program to the next level and we were evaluating a lot of different funnel attribution and marketing reporting tools. Our sales and marketing teams have been building out and touching target accounts for a few years. We had an excel-based ABM list that we drove target account programs off of and directed sales efforts but it was not going to scale and we did not have a way to repeatably report on and measure our progress. We needed a much better way to manage and maintain that target account list that was truly synced with our marketing and salesforce.com systems and allowed us to drive ABM channels / programs and analytics. ZenIQ pulls together all these processes and activities and makes it easy for us to gain visibility and report on our progress. Today, we can build out our buying center at our target accounts, enrich and manage account data, orchestrate targeted campaigns across channels (including SDRs and sales), and, most importantly, we can really understand and share our account-based marketing progress easily.
