Marketing ops · Production

Flexential identifies buying intent and launches smart ad campaigns with 6sense

The problem

Flexential lacked comprehensive, aggregated insights into account behavior and buying intent, making it difficult to prioritize which accounts to pursue and to quantify marketing results without relying on manual processes.

First attempt

Flexential's existing MarTech stack provided some account activity and intent insights but lacked a predictive prioritization model, and account-level visibility still required manual work to translate into a plan of action.

Workflow diagram · grounded in source
1
ICP identification per product line
ai_action
“6sense is accurately identifying the ICP for each of Flexential's product lines, enabling them to create more accurate funnels and forecasts. "They each get their own dedicated funnel and treatment"”
2
Intent signal detection
ai_action
“6sense empowers Flexential to immediately narrow down the accounts within their ICP that are showing intent. "Now we're going to work on these accounts because they're worth our time. We'll optimize our resources and budget to focus on w…”
3
Buying stage classification
ai_action
“understand where each of those accounts showing intent sit in the buying journey. "Who's at the top of the funnel, who is in education mode and who is in consideration at the bottom"”
4
Dynamic advertising execution
output
“Flexential uses this account modeling for a dynamic advertising strategy across a variety of digital platforms”
5
Sales team alignment
integration
“actionable dialogues with Sales team on what their targets are engaging with, how we're doing in terms of buying stage velocity by regional or individual patch, and how Marketing is effectively providing air cover”
Reported outcome

With the same advertising budget, Flexential achieved a 5x increase in messages served to their target audience and a 3x increase in accounts reached within their ICP, while hot accounts prioritized by Marketing contributed to 187% more pipeline than cold opportunities.

Reported metrics
Messages served to target audience5x increase
accounts reached within ICP3x increase
Pipeline from hot vs cold accounts187%
Advertising budget changesame exact advertising budget
Show all 5 reported metrics
messages served to target audience5x increase
accounts reached within ICP3x increase
pipeline from hot vs cold accounts187%
advertising budget changesame exact advertising budget
budget and cost effectivenessoptimizing our budget and making sure that everything is extremely cost effective
Reported stack
6sense
Source
https://6sense.com/customer-stories/flexential-identifies-buying-intent-and-launches-smart-ad-campaigns-with-6sense
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

With the same advertising budget, Flexential achieved a 5x increase in messages served to their target audience and a 3x increase in accounts reached within their ICP, while hot accounts prioritized by Marketing contr…

What tools did this team use?

6sense.

What results were reported?

Messages served to target audience: 5x increase; accounts reached within ICP: 3x increase; Pipeline from hot vs cold accounts: 187%; Advertising budget change: same exact advertising budget (source-reported, not independently verified).

What failed first in this deployment?

Flexential's existing MarTech stack provided some account activity and intent insights but lacked a predictive prioritization model, and account-level visibility still required manual work to translate into a plan of…

How is this marketing ops AI workflow structured?

ICP identification per product line → Intent signal detection → Buying stage classification → Dynamic advertising execution → Sales team alignment.

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