6sense

Problem: B2B sites show the same generic homepage to all visitors, ignoring where accounts are in their buying journey and wasting high-intent traffic on awareness-level messaging. Solution: Use 6sense buying stage data in Convert audiences to serve different homepage variants to Awareness, Consideration, and Decision-stage accounts. Dynamically update experiences as 6sense stages change via transient audiences. Outcome: Decision-stage accounts see stronger proof and CTAs, while early-stage accounts get educational content. This alignment increases engagement, demo requests, and pipeline from high-intent traffic without redesigning the whole site.

Problem: Campaign landing pages often underperform because they speak broadly to all industries, failing to address the specific pain points of high-value verticals like SaaS, manufacturing, or financial services. Solution: Leverage 6sense company-level attributes (industry, company name, region) in Convert to A/B test industry-specific headlines, proof points, and case studies on the same URL. Use JavaScript conditions to show tailored variants only to matching 6sense segments. Outcome: Visitors from priority industries see instantly relevant messaging and social proof, lifting form-fill rates and qualified opportunities. Marketing can prove which vertical narratives convert best and scale winning variants to more accounts.

Problem: High-intent accounts receive the same low-commitment CTAs as casual visitors, slowing down sales cycles and missing chances to convert ready-to-buy prospects into demos or trials. Solution: Use 6sense intent scores and buying stages in Convert to target experiments that swap generic CTAs for higher-friction offers (e.g., ‘Talk to Sales’, ‘Custom Quote’) only for Decision-stage or high-intent accounts. Outcome: Ready-to-buy visitors get a faster path to sales, while others stay on nurturing CTAs. This increases demo bookings and opportunity creation from in-market accounts, while protecting conversion rates for earlier-stage traffic.

Problem: ABM teams struggle to understand which on-site messages and offers resonate with specific 6sense segments, making it hard to optimize plays or justify spend on target accounts. Solution: Send Convert experiment and variation names back to 6sense as page attributes. Analyze performance by account, industry, and buying stage to see which on-site experiences drive deeper engagement and pipeline for each segment. Outcome: Marketing and sales gain clear visibility into which messages move specific accounts forward. ABM plays become more data-driven, budgets shift to the highest-performing experiences, and win rates improve for target segments.

Problem: Static resource hubs can’t keep up with changing buyer intent, forcing visitors to hunt for relevant content and reducing the impact of expensive content investments. Solution: Configure transient audiences in Convert that react to 6sense’s real-time buying stage and topic intent. Test different content mixes and layouts, automatically promoting late-stage assets (ROI calculators, implementation guides) as intent increases. Outcome: Visitors consistently see the most relevant content for their current journey stage, boosting content engagement and assisted conversions. Content teams get clear feedback on which assets accelerate progression for each 6sense segment.

Problem: Experimentation programs often optimize for overall conversion rate, not the performance of strategic account lists, leading to wins that don’t move the needle on revenue. Solution: Use 6sense data to build Convert audiences for target account lists or tiers (Tier 1, Tier 2). Run experiments and personalizations that are only shown to these accounts, and send variation data back to 6sense for account-level analysis. Outcome: Testing focuses on the accounts that matter most, revealing which experiences increase engagement, meetings, and opportunities in priority lists. CRO efforts become tightly aligned with ABM and revenue goals, not just aggregate metrics.