24 May, 2016, 01:20 ET
SAN FRANCISCO, May 24, 2016 /PRNewswire/ -- 6sense, the industry's leading predictive intelligence platform for B2B marketing and sales, today announced a first-of-its-kind partnership with Forbes. As the first of several key partnerships, 6sense and Forbes will provide joint customers, including Dell, the ability to use predictive intelligence to identify prospects in active buying cycles and deliver highly targeted media programs - including display, programmatic and native ads - aligned to their predicted buying stage and product interest.
B2B organizations are struggling to spend billions of dollars of advertising and digital media budgets wisely, but are often frustrated by low conversion rates or a complete inability to measure effectiveness and return on investment. With the 6sense-Forbes exclusive partnership, customers will benefit from full visibility into the performance of programs, deep insights about their buyers' needs and preferences and an ongoing enhancement of their data as campaign results are fed back into their 6sense predictive intelligence models.
"Successful marketers will be those who can optimize their media spend to reach the right audience in a highly relevant and timely way. To continuously drive meaningful online engagements that turn prospects into customers and customers into loyal brand advocates, companies must get smarter about their media and content syndication efforts," said Forbes Media CRO Mark Howard. "Our advertisers are asking for quantifiable results and customer insights from their advertising programs. The 6sense platform enables us to deliver stronger campaigns and drive significant business outcomes for our customers."
"Connecting brand and demand in our digital marketing efforts is a key initiative at Dell. With the Forbes and 6sense integrated solution, we now have the ability to rethink the way we approach media buys and customer engagements - we can now identify which customers are in-market to buy specific solutions, understand Forbes' reach against these specific audiences, and then discretely target each population for engagement," said Dell Global Demand Generation Manger Heather Berggren. "This enables us to drive improved campaign efficiency with narrower targeting strategies that allocate our resources to the customers that are most likely to engage and provide return. It gets really exciting when we combine this targeting strategy with the ability to dynamically align Forbes' various media products with Dell's specific messages to each customer based on their unique intent signals and buyer stage, allowing for a far more personalized and impactful interaction."
For joint customers, 6sense connects first party internal data (web analytics, marketing automation and CRM), with third party data and Forbes activity data. Based on historical conversion rates and external intent activity, 6sense predicts who is in an active buying cycle and what stage of the buyer's journey they are in to focus on "when" a buyer is in-market with a specific need.
With this insight, Forbes and 6sense customers can then create targetable segments to reach prospects in active buying cycles and create programs aligned to their product needs and buying stage. For example, they can create a display ad to target prospects who are in an awareness stage or run native ads for those in consideration or decision-making phases. Finally, all buyer activity and content consumption across Forbes.com is passed back to the 6sense platform on an ongoing basis. This "roundtrip" effect gives customers visibility into and rich insights about their prospects' dynamic buying behavior over time. The results allow customers to not only understand how their marketing dollars are performing, but also inform and improve the predictive algorithms that built the target segments. The result is less wastage and targeted campaigns that drive sales.
"With this partnership, we're giving companies the ability to achieve omni-channel visibility and measure their entire media spend - from brand to demand to closed opportunities," said 6sense CEO and founder Amanda Kahlow. "We are working to solve the biggest problem that advertisers face - spending money without knowing who is seeing the ad and where that buyer sits in the funnel. Our customers can now feel confident that they're delivering relevant and timely content to prospects at every stage of the journey that will drive results."
Learn how 6sense & Forbes are bringing omni-channel visibility to the marketing teams at Dell during a joint case study at the SiriusDecisions Summit in Nashville, Tennessee on Tuesday, May 24 at 2:45 CT. Speakers include Dell Global Demand Generation Manager Heather Berggren, Forbes Media CRO Mark Howard and 6sense CEO and founder Amanda Kahlow.
6sense's mission is to empower marketing and sales teams with 100 percent visibility into buyers; who they are, needs and timing. 6sense provides marketers with omni-channel connectivity and visibility from brand to demand to revenue. 6sense's patent-protected predictions power all downstream sales and marketing systems with intelligence on who is in an active buying cycle, what products, when they will buy and where they are in the buyer's journey. 6sense enables intelligent growth resulting in new pipeline, higher marketing to sales conversions, larger opportunity size and increased sales productivity and effectiveness with teams focusing on the right buyers with a need now.
About Forbes Media
Forbes Media is a global media, branding and technology company, with a focus on news and information about business, investing, technology, entrepreneurship, leadership and affluent lifestyles. The company publishes Forbes, Forbes Asia and Forbes Europe magazines as well as Forbes.com and ForbesLife.com. The Forbes brand today reaches more than 94 million people worldwide with its business message each month through its magazines and 36 licensed local editions around the globe, Forbes.com, TV, conferences, research, social and mobile platforms. Forbes Media's brand extensions include conferences, real estate, education, financial services, and technology license agreements.
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