State-of-Martech-2023-24—Guide - Transparent - Cover

The State of Martech & Marketing Operations 2023/24

With marketing technology now central to marketing strategy, CMOs face a number of challenges as they look to improve the customer experience. 

These challenges involve finding the right skills and knowledge to improve martech maturity, proving ROI of martech investment, tech selection, and keeping up with a changing technology landscape. 


Integrate and 6sense Announce ABM Partnership

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Demand acceleration platform Integrate recently announced a partnership with pipeline to revenue platform 6sense. 

The partnership aims to improve Account-based marketing (ABM) capabilities by providing greater insights and data accuracy.

6sense provides AI-driven insights into account behaviour, which enables marketers to identify target accounts and predict buying behaviour. Meanwhile, Integrate manages and measures campaigns across demand channels, assessing impact and guiding optimisation.

As 6sense Head of Partnerships Elliot Smith explains:

“Automatic delivery of dynamic AI insights to inform B2B marketing campaigns, even as buying behaviours change, represents cutting-edge revenue technology that we are delighted to offer our customers alongside Integrate. Customers on both sides will benefit greatly from this enhancement, and the 6sense partner ecosystem will be strengthened as a result.” 

The partnership will take the form of an API integration which will enable joint customers to automate target account list imports across channels, allowing customers to launch highly targeted campaigns. 

Joint customers can upload 6sense segments in Integrate’s Demand Acceleration Platform with automated list updates to connect and engage high-value buyers across multiple channels in a dynamic, engaged manner, including through content syndication, social media, digital, and virtual and in-person events.     

With 6sense and Integrate offering solutions which cover different aspects of ABM, the partnership potentially offers a more complete platform to mutual customers.  It will also enable marketers to reduce the manual work involved in importing and updating target account lists.