Scaling to Enterprise: How One AI Company Found a Better, Faster, Cheaper 6sense Alternative in iCustomer
- Mukund Mohan
- Apr 18
- 4 min read
In this customer success narrative, we showcase a rapidly expanding AI startup detail their successful shift from catering to SMBs to targeting enterprise accounts, opting for iCustomer over 6sense as their go-to-market partner.
They cite quicker implementation (hours and days instead of weeks and months), reduced cost (one-third to one-fourth of the cost of 6sense), and a stronger ROI (5.3X in six weeks) as reasons iCustomer provided the speed and precision necessary to scale efficiently without the extensive effort and expense of traditional ABM platforms.
This case study illustrates why emerging and mid-market companies are opting for agile, high-performance alternatives to achieve upmarket success.
One of our clients is a leading AI Cloud firm supplying infrastructure software and capacity to AI application companies. Initially, their primary Ideal Customer Profile (ICP) comprised small and early-stage AI startups. Now, they are concentrating on enterprise accounts that demand large-scale, purpose-built AI cloud infrastructure, choosing alternatives to hyperscalers like Amazon or Microsoft Azure. This demonstrates a company moving upmarket, transitioning from small and mid-market to enterprise clientele.
Their challenge is to a) identify the right Ideal Customer Profile, b) effectively target them with campaigns, c) support them throughout the customer journey to a qualified lead, and d) track and manage the effectiveness of channels for customer acquisition with attribution.
Marketing leaders are aware of 6sense as an ABM tool that assists in running campaigns and integrating with intent signals. On average, a 6sense customer spends six figures ($150K - $250K annually) to accomplish five tasks:
Core Functionalities of 6sense
1. Target Account Profile Development
One of the primary features of 6sense is its ability to build comprehensive target account profiles. This involves identifying and compiling relevant contact information for prospects within designated accounts. By creating detailed profiles, marketing teams can tailor their outreach efforts more effectively, ensuring that they engage with the right individuals at the right time.
2. Demand Side Platform (DSP) Advertising
6sense utilizes Demand Side Platforms (DSP) to place advertisements on content websites frequented by potential prospects. This approach is not executed at a granular contact level but rather on a broader scale, allowing for increased visibility among target audiences. By strategically positioning ads where prospects are likely to engage, 6sense enhances brand awareness and drives traffic to client websites.
3. Visitor Scoring and Ranking
Once prospects interact with the ads and visit the website, 6sense scores and ranks these qualified visitors. This scoring system helps marketing teams prioritize leads based on their engagement levels and likelihood to convert. By focusing on the most promising leads, organizations can optimize their sales efforts and improve conversion rates.
4. CRM Integration for MQL Management
6sense seamlessly integrates with Customer Relationship Management (CRM) systems, ensuring that Marketing Qualified Leads (MQLs) are automatically entered into these systems. This integration streamlines the lead management process, allowing sales teams to follow up on leads promptly and efficiently, thereby enhancing overall productivity.
5. Analytics and Attribution
Finally, 6sense provides robust analytics and attribution capabilities regarding ad spend. This feature enables marketing leaders to assess the effectiveness of their campaigns, understand return on investment (ROI), and make data-driven decisions for future marketing strategies. By analyzing performance metrics, organizations can refine their approaches and allocate resources more effectively.
They connected with 6sense to understand if their offering would be a fit. The big problems with 6sense for them were
a) price - at $100K to start was a big investment before they would see any results,
b) the need to use a DSP for advertising - they were directly advertising on the platforms (LinkedIn and Google) and the fee to use it was too high to get started and
c) the spray and pray approach to targeting prospects who were not individually managed on a ABM list (aka wasted Ad dollars on highly unlikely buyers)
6sense as a platform was founded 12 years ago and the ABM playbook from 2020 and before does not work. ZIRP (Zero Interest Rate Policy) era fund raising when money was cheap and marketing focused on “leads” that SDR and BDR’s followed up on. That’s no longer useful. Unless the ABM campaign is aligned to the specific accounts and people within those accounts the spend on Ads with 6sense is useless.
Second, the DSP (Demand Side Platform) from 6sense is a black box - you don't know exactly where your ads will show up. In most cases that ad spend is wasted. What customers want now is a targeted self-managed (hence less expensive), direct on platform ad targeting option.
Finally, full-funnel attribution and analytics needs to be simple, which is what 6sense is not. The tool requires you to hire a dedicated agency or specialist - adding to your overall cost.
Most mid-market and emerging fast growth companies are choosing iCustomer to solve these problems.
Cost-Effective ROI
At just 1/3rd to 1/4th the annual cost of 6sense, iCustomer enables businesses to achieve ROI quickly. Our platform consolidates essential marketing capabilities into one accessible location, eliminating the need for users to learn a new tool. Whether integrated directly into your existing CRM or used as a standalone solution, iCustomer ensures that you can streamline your marketing efforts without incurring additional costs or complexity.
AI-Native Analytics
iCustomer is built on an AI-native foundation, making our analytics and attribution systems intuitive and user-friendly. Users can easily ask questions and generate reports, similar to how one would interact with ChatGPT. This simplicity means that no extensive training is required, allowing your team to focus on strategy rather than navigating complicated software.
Direct Ad Spend Management
One of the standout features of iCustomer is the ability to manage your ad spend directly on our platform. By eliminating the middleman, such as a demand-side platform (DSP), we help you save money while ensuring precise targeting. This direct approach not only reduces costs but also accelerates the time it takes to iterate on your campaigns, allowing for quicker adjustments and improved performance.
In conclusion, iCustomer offers a powerful, cost-effective solution for businesses looking to enhance their marketing strategies. With our comprehensive features, AI-driven analytics, and direct ad spend management, we empower you to achieve your marketing goals efficiently and effectively.
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