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Account-based marketing (ABM) delivers 81% higher ROI than traditional marketing approaches, and 91% of organizations run ABM programs. 6sense has become a prominent player in this space, but you might want to explore budget-friendly alternatives that suit your B2B marketing needs with a higher ROI than legacy platforms like 6sense.
6sense's extremely high cost structure and platform emphasizes AI-powered insights and buyer behavior analysis... at an account level. Identity Matrix takes a different approach. Our platform identifies 3-5x more US web visitors than other platforms and de-anonymizes 70% of web traffic to the exact person. Our solution increases web leads by 25-35x and reduces customer acquisition costs.
B2B buyers typically visit your site 7-10 times before they request a demo or free trial. Understanding this trip at a person-level, rather than just an account-level, can boost your conversion rates significantly. A comparison of these two platforms will help you choose the solution that aligns with your marketing goals and budget constraints.
What is Person-Level ABM?
Traditional marketing casts a wide net to capture leads and then focuses on individual prospects. Account-based marketing (ABM) takes the opposite approach by targeting specific high-value accounts. However, legacy ABM still has major limitations in tracking and involving individual decision-makers within target organizations.
Traditional Account-Based Marketing Limitations
Standard ABM strategies direct marketing resources to predefined sets of target accounts. This approach works better than broad-based campaigns but misses many opportunities to connect with people individually. Marketing teams often face complex data challenges while evaluating 6sense marketing and other ABM platforms.
A major challenge comes from combining information from multiple sources to create a detailed view of campaign effectiveness. Poor data quality affects performance evaluations and makes tracking marketing efforts difficult. Traditional ABM metrics like account-level engagement give limited information about individual buyer patterns, if any.
How Person-Level Tracking Changes the Game
Person-level ABM takes traditional account-based approaches further by targeting individual decision-makers within organizations. This tracking capability helps marketing teams measure engagement at both account and individual levels.
Person-level ABM tracking lets marketers:
- Track specific minutes spent by individual contacts within target accounts
- Create detailed account timelines showing all engagement touchpoints
- Generate behavioral visualizations that display which buying group segments from each account show highest engagement
Person-level identification technology transforms how B2B companies understand buyer behavior. Prospects typically visit your website 7-10 times before requesting a demo, so tracking these interactions at an individual level becomes vital for conversion optimization.
Modern data management tools help person-level ABM provide deeper insights into:
- Individual stakeholder engagement patterns
- Cross-channel activity coordination
- Precise attribution of marketing efforts
This detailed tracking helps marketing teams create tailored campaigns for specific decision-makers. By analyzing website behavior, content engagement, and account information, companies learn about the interests and pain points of individual stakeholders.
Better visibility into individual buying paths helps sales and marketing teams work together more effectively. This coordination creates consistent messaging across all touchpoints. Person-level tracking also helps measure success through specific metrics like increased engagement rates, improved conversions, and revenue growth.
6sense Platform Overview
So, what does 6sense do? The 6sense software platform uses AI-powered analytics and detailed B2B intelligence to help sales teams find and convert valuable prospects. The advanced platform shows visitor behavior on your website and millions of B2B web properties.
Key Features and Capabilities
6sense's innovative technology lights up hidden signals through its predictive AI models that analyze patterns from CRM and MAP data. The platform offers:
- Anonymous buyer intelligence to find the right prospects
- Predictive intelligence to time outreach perfectly
- Recommendation intelligence for tactical decisions
- Generative intelligence to optimize messaging
The platform tracks unlimited custom keywords at topic and keyword levels and gives recommendations based on how prospects behave. Sales teams learn about company news, leadership changes, job listings, and funding updates to personalize their outreach.
6sense Pricing Structure Analysis
How much does 6sense cost? Too much for many businesses.
6sense uses a tiered pricing structure with credit-based usage. It's cost-prohibitive for small businesses, starting at an estimated $100-$120k. However, enterprise organizations might spend upwards of $650k per year for the 6sense Revenue AI for Sales platform.
Credits expire when each billing cycle ends and don't roll over to the next month. Teams should think over implementation costs during budget planning. The 6sense pricing model often requires long-term commitments, which can be challenging for companies with budget constraints.
Integration Options
6sense combines smoothly with leading B2B platforms and technologies. The platform's 6sense Campaigns for LinkedIn, launched recently, enables budget-friendly, targeted ABM campaigns right in the Revenue AI platform. This integration showed impressive results:
- 33% increase in leads per campaign
- 13% reduction in cost per lead
The platform links to various marketing automation tools and CRM systems. A new partnership with Integrate lets customers automate target account list imports across channels, which makes campaign launches more effective.
Through its 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
The platform's AI-enriched target account lists update automatically - daily, weekly, or monthly - to match up-to-the-minute changes in buying behavior. This dynamic approach gives marketing teams current, accurate data for their ABM campaigns.
The problem with 6sense? It's 100% at the account level. You're still left wondering about individual decision-makers.
Identity Matrix Platform Deep Dive
Identity Matrix takes a fresh approach to identifying and tracking website visitors that sets it apart from other ABM solutions. The platform combines advanced AI technology with immediate data processing to give B2B companies unmatched insights about individual visitors.
Person-Level Identification Technology
Identity Matrix turns anonymous website traffic into detailed visitor profiles and identifies 70% of US web visitors to the exact person. The identification rate is 3-5x higher than competitors. Sales teams can now spot leads with genuine interest in their brand.
The platform's AI technology analyzes over 5 trillion data points to create complete visitor profiles. Smart algorithms combine multiple data sources to generate enriched lead information. Sales teams receive applicable information about potential customers, including behavioral analysis, attribution summaries, conversion rate optimization suggestions, and more.
Real-Time Contact Data Access
Identity Matrix checks and confirms every email and phone number as they come in. Mobile phone accuracy rates exceed 75%. For context, ZoomInfo boasts a 65% accuracy rate. Users get:
- 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 about high-intent prospects right away and identifies marketing leaders and decision-makers from target companies. Teams can reach out to potential customers the moment they show interest.
Cost-Effective Pricing Model
Identity Matrix has a clear, expandable pricing structure 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 doesn't charge based on number of seats or company size. Teams can start using it in less than 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 exact page paths of website visitors through the platform's visual analytics dashboard. This works like Google Analytics but focuses more on visitor roles within target companies. AI-powered lead scoring helps teams prospect efficiently and understand customer segments better.
Direct Feature Comparison
These two leading ABM platforms show clear differences when matched against each other. You'll need to understand these differences to pick the solution that works best for your organization's needs and budget.
Lead Identification Accuracy
Identity Matrix shows better accuracy in visitor identification. It can identify 70% of anonymous US web visitors at a person level. 6sense takes a different approach and focuses on account-level insights. It uses predictive analytics to figure out buying intent.
The quality of input data plays a crucial role in 6sense's insights. Poor data can hurt the results. Identity Matrix takes a different path by confirming every email and phone number live. This ensures you always get high-quality contact information.
Data Quality and Coverage
Each platform handles data management and coverage differently:
Identity Matrix:
- Gives you 40+ data points about each prospect
- Gets mobile phone accuracy above 75%
- Tracks attribution across an unlimited number of touchpoints
6sense:
- Combines intent data from many sources
- Uses predictive analytics to score leads
- Comes with account-based orchestration features
Implementation Timeline
The way these platforms handle implementation marks another key difference. Identity Matrix makes setup simple - it takes just 10 minutes with three simple steps:
- Publishing the tracking pixel
- Configuring lead scoring parameters
- Establishing platform integrations
Users say 6sense needs more time to set up. In fact, setting up the 6sense API, ad integrations, routing, and more can quite literally cost $500k+ in implementation. The platform keeps tight control over model configuration. Teams who want to handle things themselves might find this limiting.
Integration options also set these platforms apart. Identity Matrix keeps CRM integration straightforward and stores identified leads automatically. 6sense offers more integration choices with marketing automation platforms and CRM systems. However, you'll spend more time setting these up.
Identity Matrix puts its focus on quick lead identification and easy access to contact data. 6sense takes a different route with detailed account intelligence gathering. This means you'll need to put in more work during setup and maintenance.
ROI Analysis: 6sense vs Identity Matrix
Data from ground implementations shows clear differences in cost efficiency between 6sense and Identity Matrix. Market analysis emphasizes how these platforms affect B2B sales performance and ROI.
Customer Acquisition Cost Comparison
The price difference between these platforms makes a strong case for budget-conscious businesses. How much does 6sense cost per month? While they don't publish their prices, the estimated cost is $8,000-$50,000 per month. Their renewal costs often jump up - sometimes reaching $55,000. Enterprise setups cost more than $100,000 yearly. Companies must make big upfront investments with two-year commitments and very few discounts, if any.
Identity Matrix keeps its pricing simple, starting at $149 monthly, but enterprise organizations could spend upwards of $10,000-$20,000. The price changes based on website traffic volume. This clear model has no hidden costs or forced upgrades. Businesses can match their expenses with actual usage.
A detailed cost analysis shows:
- Enterprise solutions from 6sense need yearly investments of an additional $83,000-120,000
- 6sense contact guessing features add another $30,000 per year to basic costs
- Identity Matrix keeps steady pricing without forced upgrades or long contracts
Conversion Rate Differences
Person-level identification quality affects conversion metrics directly. Identity Matrix users see better lead generation results:
Companies that use Identity Matrix among their existing tools get impressive results:
- 13X better conversion rates for website visitors moving to any deal stage
- 19X more closed-won deals compared to generic targeting
- 6X better conversions from paid traffic sources
Identity Matrix boosts performance even when used with other platforms. A case study showed that using Identity Matrix with 6sense led to:
- 11.6X better sales conversion rates (from 3.4% to 39.3%)
- 6X higher conversion rates for visitors within target accounts
These numbers show why precise person-level identification works better than traditional account-based approaches. Identity Matrix helps sales teams focus on high-intent prospects. This leads to better ROI without the high costs of enterprise ABM platforms.
Person-level identification turns website visitor data into useful sales opportunities. Sales teams can focus their outreach on qualified decision-makers who show genuine interest. This cuts down time spent on unqualified leads and maximizes potential conversions.
Comparison Table
Conclusion
Person-level ABM has revolutionized traditional account-based marketing by tracking individual decision-makers instead of just company-wide activities. 6sense provides account-level insights at $18,000 per year, while Identity Matrix delivers better person-level identification at 75% lower cost.
The numbers tell a compelling story. Identity Matrix spots 3-5x more US web visitors than other platforms and achieves 75% accuracy in mobile phone identification. These capabilities help companies achieve 13X higher deal stage conversions and 19X more closed-won deals. The platform takes just 10 minutes to set up, unlike 6sense's enterprise solution that needs extensive implementation time.
B2B prospects usually visit your website 7-10 times before they take action. Tracking these interactions at an individual level is vital to optimize conversions. You can start a free trial of Identity Matrix today and see how person-level ABM turns anonymous website 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, rather than just account-level engagement. It provides deeper insights into specific stakeholder behaviors and enables 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, which is 3-5 times more than competitors. 6sense, on the other hand, primarily 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 a more flexible pricing model 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 that takes 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 have reported significant improvements, including 13X higher conversion rates for website visitors advancing to any deal stage, and 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 that provides 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 provides 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.
