6sense vs ZoomInfo: In-Depth Comparison for B2B Lead Generation and ABM

6sense

Founded in 2013, 6sense is a leading account-based orchestration platform that leverages AI and big data to help businesses identify and engage with potential customers. 6sense's primary focus is on predictive analytics and intent data, which allows companies to target the right accounts at the right time. The platform integrates with several CRM and marketing automation systems, making it a versatile solution for B2B marketers and sales teams.

ZoomInfo

ZoomInfo, established in 2000, is a renowned sales intelligence platform that provides a vast database of contact and company information. ZoomInfo is known for its extensive professional profiles and company insights, turning unstructured data into verified intelligence using AI, natural language processing (NLP), and machine learning (ML). The platform is favored by a wide range of businesses, from small enterprises to large corporations, for its robust data accuracy and comprehensive search features.

Market Positioning and Target Audience

Both 6sense and ZoomInfo cater primarily to B2B organizations looking to enhance their lead generation, sales intelligence, and account-based marketing strategies. However, they serve slightly different purposes:

• 6sense is particularly beneficial for businesses that rely heavily on predictive analytics and intent data to drive their ABM campaigns. It is ideal for companies looking to leverage AI-driven insights to target high-value accounts.
• ZoomInfo excels in providing extensive contact and company information, making it perfect for sales teams focused on prospecting and outreach. Its detailed database is invaluable for businesses that prioritize data accuracy and real-time updates.

By understanding the core strengths of each platform, businesses can better decide which tool aligns with their specific needs and goals.

Intent Data

Both 6sense and ZoomInfo offer intent data capabilities, but their approaches differ significantly.

• 6sense: This platform excels in leveraging AI to predict buyer intent, analyzing millions of data points to identify which accounts are most likely to convert. It uses proprietary models to score and prioritize leads, ensuring that sales and marketing teams focus their efforts on high-value prospects.
• ZoomInfo: While ZoomInfo does provide intent data, its strength lies more in its comprehensive contact database. The intent data is used to identify companies that are actively searching for solutions similar to what you offer, but it may not be as robust or predictive as 6sense’s AI-powered insights.

Contact Data

Accurate contact data is a critical component of any lead generation strategy.

• 6sense: Offers detailed account-based data including firmographics, technographics, and behavioral information. However, its primary focus remains on predictive analytics and intent data rather than exhaustive contact databases.
• ZoomInfo: Known for its extensive contact database, ZoomInfo features over 600 million professional profiles and 1.3 billion company profiles globally. It’s a go-to resource for sales teams needing precise and up-to-date contact information for outreach and prospecting.

Account-Based Marketing (ABM)

Both platforms are designed to support ABM strategies but in different ways.

• 6sense: Highly tailored for ABM, 6sense integrates advanced AI capabilities to help teams identify, target, and engage high-value accounts. With features like personalized content recommendations and multi-channel orchestration, it enables a cohesive and effective ABM strategy.
• ZoomInfo: Also supports ABM, but its strength lies in enabling targeted outreach through its rich contact data. It helps teams build accurate contact lists and track engagement, but may not offer the same level of predictive analytics as 6sense.

Integrations with CRM and Other Tools

Integration capabilities can make or break the efficiency of a new tool within an existing tech stack.

• 6sense: Integrates seamlessly with major CRM systems like Salesforce and marketing automation platforms like Marketo. These integrations ensure a smooth flow of data, enhancing the predictive capabilities of the platform.
• ZoomInfo: Also integrates well with popular CRM and marketing automation tools, including Salesforce, HubSpot, and Outreach. It enables real-time updates and data synchronization, which is crucial for maintaining data accuracy and enhancing sales productivity.

Buyer Intent and Attribution

Understanding buyer intent and accurately attributing leads is essential for measuring the effectiveness of marketing efforts.

• 6sense: Uses AI to predict buyer intent and behavior, providing insights that help teams engage with the right accounts at the right time. Its attribution models help in understanding which marketing activities lead to conversions, ensuring more precise ROI measurement.
• ZoomInfo: Provides some level of buyer intent data, but its primary focus is on contact and company information. While it offers basic attribution features, it may not provide the depth of insights available from 6sense’s advanced analytics.

Real-Time Alerts and Outreach

Timeliness is key in sales and marketing.

• 6sense: Provides real-time alerts based on intent signals and predictive scores, allowing teams to engage with prospects at the most opportune moments. Automated workflows ensure timely outreach.
• ZoomInfo: Known for its real-time data updates, ZoomInfo offers alerts for changes in company information, new contacts, and other critical data points. It's ideal for sales teams needing immediate access to the latest contact information and company insights.

6sense Pricing

Pricing for 6sense is not readily available on their website, as it typically depends on the specific needs and scale of your organization. The cost structure can vary based on the number of users, the breadth of features required, and the extent of data integration. However, several user reviews indicate that 6sense tends to be on the higher end of the pricing spectrum due to its advanced AI capabilities and comprehensive feature set. Businesses often find that the investment in 6sense can be justified by the significant improvements in targeting accuracy and lead conversion rates.

ZoomInfo Pricing

ZoomInfo offers more transparency regarding its pricing, although it also customizes plans based on the client's specific requirements. ZoomInfo provides tiered pricing models, starting with basic plans that include essential features like contact data and company insights. More advanced plans offer additional functionalities, such as intent data, workflow automation, and integration capabilities. Generally, ZoomInfo's pricing is considered competitive, making it an attractive option for a wide range of businesses, including small and medium-sized enterprises.

Return on Investment (ROI)

When evaluating ROI, it's crucial to consider both the cost and the potential benefits each platform can bring to your organization.

• 6sense: Businesses using 6sense often report substantial ROI due to its predictive analytics and AI-driven insights. The platform's ability to identify high-value accounts and optimize marketing efforts leads to higher conversion rates and more efficient use of resources. Companies frequently find that the improved targeting and reduced wastage justify the higher cost.
• ZoomInfo: With its extensive database of contact information and real-time updates, ZoomInfo can significantly enhance sales productivity and outreach effectiveness. The platform's comprehensive data helps sales teams quickly find and engage with potential customers, reducing the time spent on manual research. Many users report a strong ROI, especially in terms of time saved and improvements in lead quality.

Ultimately, the ROI from each platform will depend on how well it aligns with your specific business needs. If your focus is on advanced account-based marketing and predictive analytics, 6sense might offer a better return. On the other hand, if detailed contact data and efficient sales outreach are your primary goals, ZoomInfo could be the more cost-effective solution.

6sense User Experience

6sense users often praise the platform for its advanced AI-driven capabilities and intuitive interface. The user experience is designed to be seamless, with a focus on delivering actionable insights that sales and marketing teams can easily integrate into their workflows. Here are some common points of feedback:

• Ease of Use: Although 6sense offers a robust set of features, many users find the platform relatively easy to navigate. The intuitive dashboard and clear visualizations make it straightforward to understand and act on the data provided.
• Integration: Users appreciate the seamless integration with popular CRM and marketing automation tools like Salesforce and Marketo. This integration ensures that data flows smoothly between systems, enhancing the overall efficiency of sales and marketing operations.
• Predictive Insights: The AI and machine learning capabilities of 6sense receive high marks. Users often highlight how the predictive analytics help them prioritize leads and target the right accounts at the right time, leading to better conversion rates.

A 6sense user review on Inde

ed mentions, "The company is carving out a new space in revenue technology, and the future looks promising,” highlighting the positive outlook on the platform's capabilities and growth.

ZoomInfo User Experience

ZoomInfo is widely recognized for its extensive database and user-friendly interface. Sales teams, in particular, find the platform invaluable for prospecting and outreach. Common feedback includes:

• Data Accuracy: Many users highlight the accuracy and comprehensiveness of ZoomInfo's contact and company data. The platform's frequent updates ensure that users have access to the most current information.
• Search Functionality: The advanced search capabilities, including filters for specific criteria, make it easy for users to find the precise information they need. This functionality is especially beneficial for building targeted lead lists.
• Real-time Alerts: ZoomInfo’s real-time alerts for changes in contact information and company profiles are highly valued, helping sales teams stay ahead in their outreach efforts.

RFDM Solutions discusses how ZoomInfo's comprehensive contact database and real-time alerts make it a powerful tool for targeted communication and market strategies.

Pros and Cons Based on User Experience

• 6sense:
  • Pros:
    • Advanced AI-driven insights and predictive analytics.
    • Seamless integration with major CRM and marketing automation platforms.
    • Intuitive, user-friendly interface.
• Cons:
  • Higher cost, which may be prohibitive for smaller businesses.
  • Learning curve associated with advanced features.
• ZoomInfo:
  • Pros:
    • Extensive and accurate contact and company database.
    • User-friendly search functionalities.
    • Real-time data updates and alerts.
• Cons:
  • While powerful, the AI and predictive capabilities may not be as advanced as 6sense.
  • Some users report that the data export functionality could be improved.

Both platforms receive positive reviews for their unique strengths, making them valuable assets for B2B sales and marketing teams.

Market Share of ZoomInfo and 6sense

Understanding the market share and customer base of both ZoomInfo and 6sense can provide valuable insights into their adoption and popularity in the B2B space.

• ZoomInfo: As of recent reports, ZoomInfo holds a significant portion of the market in the sales intelligence category. Its comprehensive database of contact and company information positions it as a leader in the industry. ZoomInfo's market share benefits from partnerships with large enterprises and a strong presence among small to medium-sized businesses. The platform's extensive reach is further supported by its acquisition of other data providers, expanding its capabilities and customer base.
• 6sense: While 6sense may not have the same extensive market share as ZoomInfo, it has carved out a significant niche in the account-based marketing (ABM) and predictive analytics sectors. Its focus on AI-driven insights and intent data appeals to businesses that prioritize advanced targeting and personalization in their marketing strategies. 6sense has been steadily increasing its market presence, particularly among companies that value sophisticated data-driven decision-making.

Customer Bases of ZoomInfo and 6sense

• ZoomInfo: The customer base of ZoomInfo spans a wide range of industries, including technology, healthcare, finance, and manufacturing. Its extensive contact database is particularly useful for sales teams that need accurate and up-to-date information for prospecting and outreach. According to a detailed comparison by Swordfish AI, ZoomInfo is often the first choice for larger and medium-sized businesses looking to expand their market presence and improve sales strategies.
• 6sense: 6sense primarily serves companies that focus on ABM and predictive analytics. Its customers include enterprises with complex sales cycles and those seeking to leverage AI for enhanced targeting and engagement. The platform is especially popular among tech companies and businesses that invest heavily in personalized marketing campaigns. Reviews and feedback, such as those found on Indeed, often highlight the positive impact 6sense has on account identification and engagement strategies.

Primary Use Cases

• ZoomInfo: Ideal for businesses that need comprehensive contact and company data for sales outreach and prospecting. Its real-time data updates and advanced search functionalities make it a valuable tool for building targeted lead lists and conducting detailed market research.
• 6sense: Best suited for companies that prioritize predictive analytics and AI-driven insights for their ABM strategies. Its ability to identify high-value accounts and provide actionable intent data helps businesses optimize their marketing efforts and improve conversion rates.

In summary, while ZoomInfo boasts a broader market share with extensive data capabilities, 6sense excels in providing advanced predictive analytics for ABM. Each platform serves distinct needs, allowing businesses to choose the one that best aligns with their goals.

6sense

6sense distinguishes itself with several advanced features, particularly in the realm of AI and predictive analytics. These unique capabilities set it apart from other platforms in the market:

• Predictive Analytics and AI: 6sense uses artificial intelligence to analyze vast amounts of data and predict buyer intent. This allows sales and marketing teams to identify high-value accounts that are most likely to convert, enabling more targeted and efficient campaigns.
• Intent Data: The platform's ability to gather intent data from multiple sources helps businesses understand which accounts are actively researching their products or services. This insight is crucial for timing outreach efforts and personalizing marketing messages.
• Account-Based Orchestration: 6sense offers comprehensive account-based orchestration, allowing teams to execute multi-channel campaigns that are highly personalized and aligned with each account's journey. This orchestration ensures a unified approach across sales, marketing, and customer success teams.
• Integration Capabilities: Seamless integration with major CRM and marketing automation platforms like Salesforce, Marketo, and HubSpot. This ensures that data flows effortlessly across systems, enhancing the overall efficiency of marketing and sales operations.
• Advanced Reporting and Analytics: The platform provides detailed reports and analytics dashboards, offering deep insights into campaign performance, account engagement, and ROI. This helps teams make data-driven decisions and continuously optimize their strategies.

ZoomInfo

ZoomInfo stands out due to its extensive and accurate database of contact and company information. Here are some features that make ZoomInfo a preferred choice for many businesses:

• Comprehensive Database: ZoomInfo's database includes over 600 million professional profiles and 1.3 billion company profiles globally. This extensive reach provides sales teams with the detailed contact information they need to prospect effectively.
• Data Accuracy and Real-Time Updates: ZoomInfo is known for the accuracy of its data, which is regularly updated to ensure that users have the most current information. This is critical for sales teams that rely on accurate contact information for outreach.
• Advanced Search and Filtering: The platform offers robust search capabilities, allowing users to filter contacts and companies based on various criteria, such as industry, company size, job title, and more. This helps in building highly targeted lead lists.
• Real-Time Alerts and Insights: ZoomInfo provides real-time alerts for changes in contact information, company updates, and other critical data points. This feature ensures that sales teams are always up-to-date and can act promptly on new opportunities.
• Workflow Automation: The platform includes workflow automation features that streamline repetitive tasks, such as lead enrichment and data cleansing. This increases productivity and allows sales teams to focus on more strategic activities.

Differentiators for B2B Lead Generation and Sales Intelligence

• 6sense:
  • Best for businesses that require advanced predictive analytics and intent data to drive their ABM strategies.
  • Ideal for companies looking to leverage AI to identify and target high-value accounts.
  • Excels in multi-channel account-based orchestration, ensuring a cohesive and personalized approach across teams.
• ZoomInfo:
  • Suited for businesses that need extensive contact and company data for effective prospecting and outreach.
  • Preferred by sales teams that prioritize data accuracy and real-time updates.
  • Strong in providing detailed search functionalities and real-time alerts to stay ahead in the sales process.

Each platform's unique features make it suitable for different business needs, allowing companies to choose the one that best aligns with their specific goals and strategies.

Both 6sense and ZoomInfo are powerful tools for B2B lead generation and sales intelligence, but several other platforms also offer unique features and capabilities. Let’s explore how 6sense and ZoomInfo compare to some notable alternatives: Demandbase, Slintel, and Foundry Intent & ABM.

6sense vs Demandbase

• 6sense
  • Strengths: Predictive analytics, intent data, account-based orchestration, AI-driven insights.
  • Best for: Businesses that require advanced predictive analytics and a focus on AI to drive ABM strategies.
• Demandbase
  • Strengths: Account identification, personalization, and ABM capabilities focused on driving engagement and conversions.
  • Best for: Companies looking for a comprehensive ABM platform that also integrates well with traditional marketing efforts.
  • Difference: Demandbase tends to have a stronger focus on personalization and engagement, while 6sense excels in AI-driven predictions and multi-channel orchestration.

ZoomInfo vs Slintel

• ZoomInfo
  • Strengths: Extensive and accurate contact database, real-time data updates, comprehensive search functionalities.
  • Best for: Sales teams that need detailed and up-to-date contact information for effective prospecting and outreach.
• Slintel
  • Strengths: Technographic and firmographic data, insights on buyer intent, competitive intelligence.
  • Best for: Businesses that need a detailed understanding of their prospects' technology stack and firmographic details.
  • Difference: Slintel places a significant emphasis on technographics and firmographics, while ZoomInfo offers a broader reach with its extensive contact database.

6sense vs Foundry Intent & ABM

• 6sense
  • Strengths: Predictive analytics, intent data, AI-driven insights, account-based orchestration.
  • Best for: Companies that prioritize AI and predictive analytics for their ABM strategies.
• Foundry Intent & ABM
  • Strengths: Intent data, targeted advertising, and ABM.
  • Best for: Businesses looking to leverage intent data for digital advertising and targeted marketing campaigns.
  • Difference: Foundry Intent & ABM excels in using intent data for digital advertising, while 6sense focuses more on AI-driven predictions and account-based orchestration.

Market Share Comparison

• Market Share and Customer Bases:
  • ZoomInfo: Has a significant market share in the sales intelligence category, widely adopted by large enterprises and small to medium-sized businesses.
  • 6sense: While having a smaller market share compared to ZoomInfo, it is prominent in the ABM and predictive analytics sectors, attracting companies looking for data-driven insights.

Customer Acquisition in Specific Markets

• Lead Lists Market:
  • ZoomInfo vs All The Leads: ZoomInfo generally has a larger share of the lead lists market compared to All The Leads. ZoomInfo’s extensive database and real-time updates offer more value for businesses focusing on lead generation.
  • Customer Acquisition: ZoomInfo acquires a significant number of customers in the lead lists segment due to its comprehensive and accurate data, but specific numbers would require a deeper dive into market reports.

Feature Differentiation for B2B Lead Generation and Sales Intelligence

• 6sense:
  • Unique Features: AI-driven predictive analytics, multi-channel account-based orchestration, advanced intent data.
  • Targeted Use: Best suited for sophisticated ABM strategies and businesses looking to leverage AI for enhanced targeting.
• ZoomInfo:
  • Unique Features: Extensive contact and company database, real-time data updates, detailed search functionalities.
  • Targeted Use: Ideal for sales teams needing comprehensive contact information for effective prospecting and outreach.

Choosing between these tools involves understanding your specific business needs, such as whether you prioritize AI-driven insights and ABM (6sense) or require extensive contact data for sales outreach (ZoomInfo).

Choosing between 6sense and ZoomInfo depends largely on your specific business needs and objectives. Here are some practical tips to help you make the best decision:

1. Define Your Objectives

• 

  : If your primary goal is to enhance your account-based marketing strategies with predictive analytics and AI-driven insights, 6sense is likely the better option. It excels in identifying high-value accounts and provides actionable intent data that can significantly improve your targeting and engagement efforts.

• For Contact Data and Sales Intelligence: If your main focus is on gathering accurate contact information and enriching your sales intelligence efforts, ZoomInfo would be more suitable. Its extensive database and real-time data updates make it a valuable resource for sales teams needing precise and up-to-date contact details.

2. Evaluate Integration Requirements

• CRM and Marketing Automation: Both platforms integrate well with major CRM and marketing automation tools like Salesforce, HubSpot, and Marketo. However, if seamless integration is a top priority, ensure that the platform you choose aligns perfectly with your existing tech stack. 6sense’s integrations are particularly beneficial for businesses relying on advanced AI-driven insights.

3. Consider Your Budget

• Cost: While both platforms offer substantial value, 6sense tends to be more expensive due to its advanced predictive capabilities and AI-driven features. Assess your budget and determine whether the additional investment in 6sense’s predictive analytics is justified for your business needs.
• ROI: Focus on the potential return on investment each tool can provide. 6sense might offer higher ROI for businesses heavily invested in ABM and predictive analytics, while ZoomInfo can deliver strong ROI for organizations needing extensive contact data for sales outreach.

4. Assess Your Team’s Needs

• Sales Teams: If your sales team requires detailed and accurate contact information to enhance prospecting and outreach efforts, ZoomInfo’s comprehensive database will be highly beneficial.
• Marketing Teams: For marketing teams focused on targeting and engaging high-value accounts, 6sense offers advanced capabilities that can greatly improve campaign effectiveness through predictive analytics and AI-driven insights.

5. Trial and Feedback

• Free Trials and Demos: Take advantage of free trials or demos offered by both platforms to get a hands-on experience. Involve your sales and marketing teams in the evaluation process to gather feedback on the usability and effectiveness of each tool.
• User Reviews: Leverage user reviews and case studies to understand the real-world experiences of other companies using these platforms. Websites like G2 and Capterra provide comprehensive reviews and ratings that can help in your decision-making process.

6. Long-Term Scalability

• Growth Potential: Consider the long-term scalability of the platform. If your business is growing rapidly, ensure that your chosen tool can scale with your needs. 6sense’s advanced AI capabilities may offer more value as your account-based marketing strategies become more sophisticated.
• Support and Training: Evaluate the support and training resources provided by each platform. Effective onboarding and ongoing support can make a significant difference in how quickly your team can start using the tool effectively.

By carefully considering these factors, you can make an informed decision that aligns with your business objectives, ensuring that you choose the platform that best supports your lead generation and account-based marketing efforts.

For more insights on building an effective marketing strategy, check out our article on How to Build a Martech Stack: Best Tools & Tips.