6sense is one of the biggest names in predictive intent data, helping B2B sales and marketing teams identify potential buyers before they even fill out a form.
Sounds powerful—but how does 6sense actually collect its data? If you’re making decisions based on their insights, you need to know where that data comes from, how accurate it is, and whether you can trust it.
Let’s break it down.
6sense’s platform is built on AI-driven predictive analytics, but it still relies on raw data inputs from multiple sources. Here’s how they gather intent signals:
✔ Website tracking – 6sense uses tracking pixels and cookies to monitor visitor activity across websites that are part of their network.
✔ Third-party data partnerships – They buy and aggregate intent signals from B2B data providers (such as Bombora and G2).
✔ Ad network behavior – 6sense tracks ad impressions, clicks, and interactions to identify potential buying interest.
✔ Reverse IP lookup – If an anonymous visitor lands on a website, 6sense tries to match the IP address to a company.
✔ Firmographic and technographic data – They collect and analyze company details, tech stack usage, and industry trends to refine their models.
✔ First-party data from customers – 6sense users share their own CRM and engagement data to improve targeting and predictive accuracy.
In theory, this creates a more complete picture of buyer intent, combining both known and anonymous signals.
Unlike some intent data providers that focus only on historical behavior, 6sense applies AI models to predict which accounts are most likely to buy.
Here’s what happens behind the scenes:
1️⃣ Data is collected from multiple sources. Website visits, content engagement, ad clicks, and CRM interactions are tracked.
2️⃣ AI analyzes patterns. The system compares current activity to past behaviors that have led to closed deals.
3️⃣ Accounts are scored based on buying stage. 6sense categorizes accounts as "awareness," "consideration," or "decision" to help sales teams prioritize outreach.
4️⃣ Sales and marketing teams get predictive insights. Instead of just reacting to activity, teams can proactively engage high-intent accounts.
This predictive approach is what sets 6sense apart from basic intent data providers. Instead of just saying, “This company searched for CRM software,” it tries to determine whether they’re actually serious about buying.
While 6sense is one of the most advanced platforms for B2B intent data, no system is perfect. Here are some limitations to keep in mind:
🚩 IP matching isn’t foolproof. If multiple companies share an IP address (like in a coworking space), intent signals may be inaccurate.
🚩 Predictive models are still just predictions. AI can improve accuracy, but it doesn’t guarantee that a company is ready to buy.
🚩 Third-party data quality varies. Some of the intent signals come from outside providers, which means accuracy depends on those sources, too.
🚩 Not all intent is purchase intent. A company researching a topic might just be educating themselves—not actively shopping for a solution.
Despite these challenges, 6sense is still one of the most advanced platforms for turning intent signals into actionable sales intelligence. The key is knowing how to interpret and act on the data.
If you’re using 6sense, here’s how to ensure you’re making the most of its intent signals:
1️⃣ Verify intent signals with first-party data. Combine 6sense insights with your own CRM and website analytics to confirm real buying behavior.
2️⃣ Engage accounts based on their buying stage. Don’t send a hard sales pitch to a prospect in the “awareness” stage—offer valuable content instead.
3️⃣ Track trends over time. A single engagement might not mean much, but consistent signals over weeks or months are worth acting on.
4️⃣ Refine targeting based on conversion data. Monitor which types of accounts actually convert and adjust your strategy accordingly.
6sense is a powerful tool, but intent data is only as good as the way you use it. If you’re investing in intent signals, make sure you’re getting high-quality data that actually helps you close deals.
View the Intent Data Slide Deck to see how top-tier intent data works. If you’re ready to start using it in your business, you can purchase it here.
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