6sense and Bombora in B2B Intent Partnership

Predictive intelligence firm 6sense has partnered with intent data specialist Bombora, to provide insights into buyer behavior to drive B2B sales.

San Francisco-based 6sense uses proprietary machine learning algorithms and behavioral data to help clients identify potential B2B customers and predict sales. Formerly known as Madison Logic, Bombora identifies specific companies that are researching products and services by capturing intent signals across a proprietary, consent-based cooperative of thousands of B2B web sites. Using its patented 'Company Surge' data alongside natural language processing to understand meaning, context and engagement with content, the firm creates a normalized score showing content consumption spikes against a baseline of normal consumption, scored weekly to show trend analysis.

Viral Bajaria, CTO and co-founder of 6sense, says the partnership will allow mutual clients to create 'hyper-targeted' audiences through which revenue teams can engage the best accounts for their sales and marketing teams. Erik Matlick, founder and CEO of Bombora, adds: 'Normally, only 15% of companies are in the market for any specific product at any given time. During these turbulent times, as businesses are reprioritizing their investments, it is even more critical to identify and reach them while researching the initiatives, products, and services they are going to commit to'.

Web sites: www.6sense.com and www.bombora.com .