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Account-Based Marketing (ABM) offers a significant ROI advantage, with 81% higher returns compared to traditional marketing strategies. While 6sense is a major player in the ABM field, businesses often look for cost-effective alternatives that promise even better ROI.
6sense is known for its high-cost structure, focusing on AI-driven insights and buyer behavior analysis at the account level. In contrast, Identity Matrix provides a unique approach, identifying 3-5x more US web visitors than competitors and de-anonymizing 70% of traffic to individual identities. This leads to a 25-35x boost in web leads and a reduction in customer acquisition costs.
B2B buyers typically visit a site 7-10 times before requesting a demo or trial. Understanding these visits on a personal level, not just at an account level, can significantly enhance conversion rates. Comparing these platforms can guide you to the right solution for your marketing goals and budget.
What is Person-Level ABM?
Traditional marketing often captures leads broadly, focusing on individual prospects over time. ABM targets specific high-value accounts. However, traditional ABM struggles to track individual decision-makers within these organizations.
Limitations of Traditional Account-Based Marketing
Standard ABM strategies focus marketing resources on target accounts, which outperform broad campaigns but miss personal connections. Marketing teams face challenges with data integration and evaluation, particularly with platforms like 6sense.
Key challenges include combining data sources to assess campaign effectiveness and dealing with poor data quality that complicates marketing tracking. Traditional ABM metrics often provide limited insights into individual buyer behavior.
How Person-Level Tracking Revolutionizes ABM
Person-level ABM enhances traditional account-based methods by targeting individual decision-makers, allowing marketers to track engagement at both the account and individual levels.
- Monitor specific minutes spent by individual contacts within target accounts
- Create detailed account timelines of all engagement touchpoints
- Generate behavioral visualizations of engagement by account segments
Person-level identification technology transforms B2B understanding of buyer behavior. Prospects visiting websites multiple times before requesting demos make individual-level tracking crucial for optimizing conversions.
Modern data tools help person-level ABM provide deeper insights into:
- Individual stakeholder engagement patterns
- Cross-channel activity coordination
- Precise marketing effort attribution
This detailed tracking allows for tailored campaigns targeting specific decision-makers. By analyzing web behavior and account data, companies gain a better understanding of stakeholder interests and pain points.
Improved visibility into individual buying paths enhances sales and marketing team collaboration, ensuring consistent messaging. Person-level tracking also measures success through metrics like increased engagement, improved conversions, and revenue growth.
6sense Platform Overview
6sense uses AI-powered analytics and B2B intelligence to help sales teams identify and convert prospects. The platform analyzes visitor behavior across your website and numerous B2B web properties.
Key Features and Capabilities
6sense's technology uncovers hidden signals with predictive AI models that analyze CRM and MAP data patterns. The platform offers:
- Anonymous buyer intelligence for identifying prospects
- Predictive intelligence for timely outreach
- Recommendation intelligence for tactical decisions
- Generative intelligence for message optimization
It tracks unlimited custom keywords and provides recommendations based on prospect behavior. Sales teams gain insights into company news, leadership changes, job postings, and funding updates to tailor outreach.
6sense Pricing Structure Analysis
6sense's pricing is high for many businesses, using a tiered, credit-based model. Entry estimates start at $100-$120k, with enterprise organizations potentially spending over $650k annually.
Credits expire at each billing cycle's end and do not roll over. Implementation costs must be considered during budget planning. The pricing model often requires long-term commitments, challenging for budget-constrained companies.
Integration Options
6sense integrates seamlessly with leading B2B platforms and technologies. Recent 6sense Campaigns for LinkedIn allow budget-friendly, targeted ABM campaigns within the Revenue AI platform, showing impressive results:
- 33% increase in leads per campaign
- 13% reduction in cost per lead
It links to various marketing automation tools and CRM systems. A partnership with Integrate automates target account list imports across channels for effective campaign launches.
Through extensive integration features, 6sense helps marketers:
- Connect with decision-makers through dynamic segments
- Target audiences using 6signal graph technology
- Analyze campaign performance with account-level metrics
- Generate influenced pipeline reports
6sense's AI-enriched target account lists update daily, weekly, or monthly to reflect current buying behavior, providing marketing teams with accurate, up-to-date data for ABM campaigns.
The limitation of 6sense? It focuses entirely on the account level, leaving questions about individual decision-makers unanswered.
Identity Matrix Platform Deep Dive
Identity Matrix offers a unique approach to identifying and tracking website visitors, distinguishing it from other ABM solutions. The platform combines AI technology with real-time data processing, providing B2B companies with unparalleled insights into individual visitors.
Person-Level Identification Technology
Identity Matrix converts anonymous website traffic into detailed visitor profiles, identifying 70% of US web visitors to the person level, which is 3-5x higher than competitors. Sales teams can identify leads genuinely interested in their brand.
The platform's AI analyzes over 5 trillion data points to create comprehensive visitor profiles. Algorithms merge data sources to generate enriched lead information, providing sales teams with insights like behavioral analysis, attribution summaries, and conversion optimization suggestions.
Real-Time Contact Data Access
Identity Matrix verifies every email and phone number as they arrive, with mobile phone accuracy rates exceeding 75%. For comparison, ZoomInfo reports a 65% accuracy rate. Users receive:
- Detailed visitor profiles with page-by-page tracking
- Contact information for decision-makers
- Behavioral engagement metrics
- Lead scoring based on site interaction
The platform alerts teams to high-intent prospects immediately, identifying marketing leaders and decision-makers from target companies. Teams can engage potential customers as soon as they show interest.
Cost-Effective Pricing Model
Identity Matrix offers a transparent, scalable pricing model based on US web traffic volume:
- Startup Edition: $149/month for up to 1,500 visitors
- Pro Edition: $849/month for up to 10,000 visitors
- Plus Edition: $1,799/month for up to 25,000 visitors
- Enterprise: Custom pricing for specific needs
The platform charges based on traffic volume, not seats or company size. Teams can start using it within 10 minutes with three simple steps:
- Publishing the platform's pixel on your site
- Setting up lead scoring parameters
- Integrating existing platforms through quick-connect options
Teams can track visitor page paths via the platform's visual analytics dashboard, similar to Google Analytics but focused on visitor roles within target companies. AI-powered lead scoring helps teams prospect efficiently and understand customer segments better.
Direct Feature Comparison
Comparing these ABM platforms reveals clear differences. Understanding them is crucial for choosing the solution that aligns with your organization's needs and budget.
Lead Identification Accuracy
Identity Matrix excels in visitor identification, identifying 70% of anonymous US web visitors at a person level, whereas 6sense emphasizes account-level insights with predictive analytics for buying intent.
Data quality is crucial for 6sense's insights, as poor data can affect outcomes. Identity Matrix verifies every email and phone number live, ensuring high-quality contact information.
Data Quality and Coverage
Each platform handles data management and coverage differently:
Identity Matrix:
- Provides 40+ data points per prospect
- Achieves over 75% mobile phone accuracy
- Tracks attribution across unlimited touchpoints
6sense:
- Integrates intent data from multiple sources
- Uses predictive analytics for lead scoring
- Offers account-based orchestration features
Implementation Timeline
Implementation differs significantly between platforms. Identity Matrix offers a simple setup in 10 minutes through three steps:
- Publishing the tracking pixel
- Configuring lead scoring parameters
- Establishing platform integrations
6sense requires more time for setup, with extensive configuration needs costing $500k+. The platform controls model configurations tightly, which might limit self-managed teams.
Integration options also vary. Identity Matrix offers straightforward CRM integration, automatically storing identified leads. 6sense provides more integration options with marketing automation platforms and CRM systems but requires a more complex setup.
Identity Matrix prioritizes quick lead identification and contact data access. 6sense focuses on detailed account intelligence gathering, necessitating more setup and maintenance effort.
ROI Analysis: 6sense vs Identity Matrix
Implementation data highlights cost efficiency differences between 6sense and Identity Matrix, impacting B2B sales performance and ROI.
Customer Acquisition Cost Comparison
Price differences present a strong case for budget-conscious businesses. 6sense's monthly costs range from $8,000 to $50,000, with renewals sometimes reaching $55,000. Enterprise setups often exceed $100,000 annually, requiring substantial upfront investments and two-year commitments with minimal discounts.
Identity Matrix offers a straightforward pricing model, starting at $149 monthly, with enterprise organizations spending $10,000-$20,000 based on website traffic volume. This transparent model has no hidden costs or mandatory upgrades.
Cost analysis shows:
- Enterprise solutions from 6sense require additional yearly investments of $83,000-120,000
- 6sense contact guessing features add $30,000 annually to costs
- Identity Matrix maintains steady pricing without mandatory upgrades or long-term contracts
Conversion Rate Differences
Person-level identification quality directly impacts conversion metrics. Identity Matrix users experience improved lead generation results:
Companies using Identity Matrix in their toolkit report:
- 13X better conversion rates for website visitors advancing to any deal stage
- 19X more closed-won deals compared to generic targeting
- 6X better conversions from paid traffic sources
Identity Matrix enhances performance even alongside other platforms. A case study showed that using Identity Matrix with 6sense resulted in:
- 11.6X better sales conversion rates (from 3.4% to 39.3%)
- 6X higher conversion rates for visitors within target accounts
These results demonstrate the effectiveness of precise person-level identification over traditional account-based methods. Identity Matrix enables sales teams to focus on high-intent prospects, improving ROI without the high costs of enterprise ABM platforms.
Person-level identification turns visitor data into actionable sales opportunities. Sales teams can target qualified decision-makers, reducing time spent on unqualified leads and maximizing conversions.
Comparison Table
Conclusion
Person-level ABM has transformed traditional account-based marketing by focusing on individual decision-makers rather than company-wide activities. 6sense provides account-level insights at $18,000 per year, while Identity Matrix offers superior person-level identification at a 75% lower cost.
The data speaks volumes. Identity Matrix identifies 3-5x more US web visitors than competitors and achieves 75% accuracy in mobile phone identification. These capabilities lead to 13X higher deal stage conversions and 19X more closed-won deals. The platform sets up in just 10 minutes, unlike 6sense's extensive enterprise implementation requirements.
B2B prospects typically visit your website 7-10 times before taking action. Tracking these interactions at an individual level is essential for optimizing conversions. Start a free trial of Identity Matrix today to see how person-level ABM can transform anonymous web traffic into qualified sales opportunities—without paying enterprise-level prices.
FAQs
Q1. What is person-level ABM and how does it differ from traditional ABM? Person-level ABM focuses on tracking individual decision-makers within target organizations, providing deeper insights into specific stakeholder behaviors and enabling more personalized marketing strategies.
Q2. How does Identity Matrix compare to 6sense in terms of visitor identification? Identity Matrix identifies 50-70% of US web visitors at the person level, significantly more than competitors. 6sense focuses on account-level insights and predictive analytics for buying intent.
Q3. What are the key pricing differences between 6sense and Identity Matrix? 6sense's entry-level contracts start at $18,000 annually, with enterprise solutions often exceeding $100,000 per year. Identity Matrix offers flexible pricing starting at $149 per month, scaling based on website traffic volume without mandatory long-term commitments.
Q4. How long does it take to implement each platform? Identity Matrix boasts a streamlined setup process taking about 10 minutes and involves three simple steps. 6sense users typically report longer setup periods and more extensive configuration requirements.
Q5. What kind of ROI improvements can companies expect with person-level ABM? Companies using Identity Matrix report significant improvements, including 13X higher conversion rates for website visitors advancing to any deal stage, and a 19X increase in closed-won deal conversion rates compared to generic targeting.
Q6. Does 6sense offer a Chrome extension for easy access? Yes, 6sense provides a Chrome extension that allows users to access key features and insights directly from their browser, enhancing workflow efficiency.
Q7. How does 6sense's predictive model work? 6sense's predictive model uses AI and machine learning to analyze vast amounts of data, including website visits, content interactions, and third-party intent signals, to predict which accounts are most likely to make a purchase.
Q8. What is 6sense Revenue AI for Sales? 6sense Revenue AI for Sales is an AI-powered platform providing sales teams with actionable insights, helping them prioritize accounts, personalize outreach, and close deals more effectively.
Q9. How does Identity Matrix handle list management compared to 6sense? While 6sense focuses on account-level list management, Identity Matrix offers more granular, person-level list management capabilities, allowing for more targeted and personalized outreach strategies.
Q10. Are there any free plan options available for either platform? Neither 6sense nor Identity Matrix currently offers a free plan. However, Identity Matrix provides a more accessible entry point with its lower-cost Startup Edition, making it a viable option for businesses with tighter budget constraints.
