It’s tough to be a B2B marketer in the modern world. Software buyers just want to self-serve—57% of buyers make up their minds before ever talking with a vendor. Identifying which accounts are in-market and generating pipeline can be challenging and costly if not done correctly. Even worse, most marketers are relying on the same playbooks, and are shifting media dollars into crowded channels like Facebook, LinkedIn, and display. So how can you catch a break?

The answer: buyer intent data.

Savvy marketing leaders are turning to downstream buyer intent data to know who is in-market. TrustRadius intent data is real buyers reading reviews, comparing products to competitors, or researching a specific technology category. These hand-raisers are a prime audience to target with timely, relevant content—which you can do with TrustRadius intent data.  

“We always saw great results using TrustRadius intent data in 6sense—this integration makes it much easier and scalable with dynamic segments.”

—Alex McWethy, Director of Demand Generation,
WatchGuard Technologies

TrustRadius has partnered with 6sense, the leading account engagement platform, to bring easy, seamless access to downstream intent data. 6sense users can quickly create a segment and combine it with a variety of other data sources to enable their account engagement strategy. The data is dynamic, refreshing in real-time. You can set it once and let the campaign run for as long as it produces results. And finally, all the manual work using CSV files or worry about dated data is eliminated. 

The integration serves TrustRadius intent data on 6sense in three flavors:

1. Category intent: Accounts exploring solutions in a specific category. They may be looking at your products or leaving you out of the consideration set. This data can be helpful to drive awareness or competitive takeout campaigns.
   
2. Product intent: Accounts exploring your product—reading reviews, clicking through pricing, comparing your product with competitors, or adding to their short list. This data can help engage late-stage accounts or run BDR campaigns to convert them.
   
3. Product comparison intent: Accounts comparing your product to your competitors’. 6sense customers without a subscription to TrustRadius intent can get started with this data at no additional cost.

This partnership aims to empower marketers to engage accounts more effectively. Demand generation leaders at top companies like WatchGuard, Planful, and Thoughtspot have already seen a boost in ad performance and engagement rates.

“Over 15% of our accounts increased buying stage using TrustRadius intent data in 6sense—it really helps move accounts down the ABM journey.”

—Emily Ross, Sr. Manager, Demand Generation, Planful