6sense Product Glossary

6signal Graph

6sense's technology for matching anonymous data points, such as IP addresses, mobile device IDs, and cookie IDs, to a specific company using the WebTag installed on your website. It identifies the company, not the individual.

6AI

6sense's AI-driven engine that powers predictive scoring, buying-stage classification, and account recommendations across the platform.

6sense Buying Stage

The point an account has reached in its purchase journey, based on 6sense's AI-driven analysis of intent, engagement, and fit signals. Also called an Account In-Market Stage. An account's stage can move forward or backward over time.

• Target: Accounts that aren't actively researching products and solutions like yours, and show no signs of intent.

• Awareness: Accounts that are just starting to show signs of intent. They're searching for generic keywords.

• Consideration: Accounts that are considering a product or solution like yours and want to learn more.

• Decision: Accounts that are comparing their available options and deciding which ones seem like a fit.

• Purchase: Accounts that are comparing solutions, scheduling meetings, and deciding which product or solution is the best fit for them.

6sense ID

The 6sense unique identifier variable included in Data Packs, segments, and reports. Also called MID.

6sense Qualified Account (6QA)

An account that 6sense identifies as ready for sales engagement based on rising intent, profile fit, and engagement. An account becomes a 6QA when it moves from an early buying stage (Target, Awareness, or Consideration) into a later stage (Decision or Purchase).

6sense Qualified Lead (6QL)

A contact that 6sense identifies as ready for follow-up based on individual-level intent, engagement, and fit signals — the lead-level equivalent of a 6QA.

Account Match Rate

The percentage of anonymous website visitors and digital signals that 6sense successfully matches to a known company or account.

Account Profile Fit Score

A measure of how closely a company matches your Ideal Customer Profile (ICP), based on firmographic and technographic data along with historical opportunity data.

AI-Driven Data Taxonomy (AIDT)

6sense's framework for organizing and standardizing account and contact data using AI, so information is consistent and usable across the platform.

Anonymous Buyers

Buyers who are actively researching a solution on their own and haven't yet engaged directly with a vendor.

Application Programming Interface (API)

Code and specifications that let 6sense exchange data with other software.

B2B (Business-to-Business)

Sales from one business to another, rather than to individual consumers.

B2B Buyer Data

Firmographic, contact, and technographic data about companies and buyers, sourced and maintained within the 6sense platform.

B2BN (Business-to-Business Network)

The network of B2B websites 6sense monitors to see what accounts are researching online, based on page visits and related activity. This helps identify accounts that are interested in your product or category, even before they visit your own website.

Backtest

A way to validate a predictive model by training it on one set of historical data, then checking its predictions against a different set of historical outcomes.

Big Data

Extremely large datasets that are analyzed computationally to reveal patterns and trends, often related to behavior.

Buyer Journey

A buyer's progression through research and decision-making that ends in a purchase.

California Consumer Privacy Act (CCPA)

A California law that gives consumers rights over how businesses collect, use, and share their personal information.

Company Graph

6sense's proprietary technology that matches anonymous digital signals, such as IP addresses, to specific companies and accounts.

Cookie

A small piece of data a website stores in your browser to remember information, such as login state or browsing activity.

Credit

6sense's unit of usage for consumption-based features. A credit pool is a defined allotment of credits with a start and expiration date.

Customer Data Platform (CDP)

Software that collects and unifies customer data from multiple sources into a single, persistent customer profile.

Customer Relationship Management (CRM)

An external platform, such as Salesforce or HubSpot, used to manage your relationships and interactions with prospects and customers.

Customer Success (CS)

The 6sense team that helps you get ongoing value from the platform after you purchase it.

Customer Success Manager (CSM)

Your primary point of contact on the Customer Success team.

Dark Funnel™

The portion of the B2B buying journey that happens anonymously, before a buyer engages directly with a vendor. For example, reading industry publications, comparing options on review sites, or researching competitors.

Data Enrichment

The process of filling in or updating account and contact fields in your CRM or MAP using 6sense data.

Data Preparation

The process 6sense uses to clean, standardize, and structure incoming data so it's reliable for predictive modeling and reporting.

Demand

The total customer interest in a product across a market.

Demographic Data

Statistical data about a population, such as age, gender, and income.

Firmographics

Company-level attributes, such as industry, revenue, employee count, and location, used to segment and target accounts.

First-Party Data

Data you collect directly from your own audience, such as website visits, form submissions, and CRM records.

General Data Protection Regulation (GDPR)

A European Union law that governs how companies collect, store, and use personal data.

Go-to-Market (GTM)

The strategy a company uses to bring a product to customers and reach revenue goals, spanning marketing, sales, and customer success.

GTM Intelligence Platform

6sense's overarching platform category: a system that combines data, AI, and orchestration to help marketing and sales teams find and engage in-market accounts.

Ideal Customer Profile (ICP)

A description of the type of company that gets the most value from your product, used to guide targeting and prioritization.

In-Market Ideal Customer Profile (IICP)

The subset of your Ideal Customer Profile that's currently in-market, meaning it's actively researching a purchase.

Ingestion

The process of bringing external data into 6sense.

Instance

A unique 6sense environment configured with the products and features your organization has purchased.

Intelligent Workflows

Automated, rule-based processes within 6sense that trigger actions, such as alerts, list updates, or campaign changes, based on account or contact activity. Also called Audience Workflows. Used across both Revenue Marketing and Sales Intelligence.

Intent Data

Digital signals that show a company is actively researching a product or solution, such as content consumed, topics searched, and review sites visited. Intent data can come from first-party sources (your own website) or third-party sources (the broader web).

Intent Network

6sense's system for collecting and processing buyer research activity from across the B2B web.

IP-to-Company Matching (IP2C)

6sense's proprietary method for mapping IP addresses to the companies they belong to.

Key Performance Indicator (KPI)

A measurable value that shows progress toward a goal.

Lead-to-Account Matching

The process of matching a lead to an existing account, or creating a new account when no match exists.

Machine Learning (ML)

A branch of AI in which systems learn patterns from data to make predictions or decisions with minimal human input.

Marketing Automation Platform (MAP)

Software, such as Marketo or HubSpot, that automates marketing tasks like email campaigns, lead nurturing, and lead scoring.

Marketing / Sales Qualified Lead (MQL/SQL)

A lead that marketing (MQL) or sales (SQL) has determined meets the criteria to move further down the funnel.

MID

The 6sense unique identifier variable included in Data Packs, segments, and reports. Also called 6senseID.

Orchestration

The automatic coordination of activities, campaigns, and outreach across systems and channels based on defined criteria.

Persona

A profile representing a type of buyer, typically defined by role, responsibilities, and pain points, used to tailor messaging.

Personally Identifiable Information (PII)

Data that can be used to identify a specific individual, such as a name, email address, or phone number.

Pipeline

The set of open opportunities, deals in progress at various stages, that a sales team is working to close. Pipeline is often measured in dollar value and used to forecast future revenue.

Predictive AI (Predictive Modeling)

6sense's AI-driven approach to forecasting which accounts are most likely to buy, and when, based on historical patterns and current signals.

Relevant Opportunity (RO)

An opportunity in your CRM that's included in 6sense's predictive modeling. You define what counts as an RO for your organization during onboarding, and only opportunities that meet that definition factor into 6sense's predictions and insights.  

Revenue Operations (RevOps)

A function that aligns the operations, data, and systems of marketing, sales, and customer success teams to drive revenue growth.

RevvyAI

6sense's AI-powered generative assistant that answers natural-language questions using an organization's own 6sense data.

Signalverse

6sense's data layer that captures and processes buying signals, such as intent, firmographic, technographic, and contact data, across the web every day.

Single Sign-On (SSO)

A login method that lets users access multiple applications, including 6sense, using one set of credentials.

SmartPlays

If/then rules that trigger actions, such as sales alerts or campaign changes, based on account activity, scores, or attributes. Used across both Revenue Marketing and Sales Intelligence.

SOC 2 Type II

A security certification confirming that a company's systems are designed and operated to keep customer data secure.

Target Account List (TAL)

A defined list of accounts that marketing and sales teams prioritize for outreach and campaigns.

Technographics

Data about the technologies and software a company uses, often used to identify accounts that are a good fit for your product.

Third-Party Data

Data collected by external providers and aggregated from sources outside your own properties, such as B2B media sites and research platforms.

Total Addressable In-Market (TAIM)

The portion of your total addressable market that's actively in-market, meaning it's researching a purchase, at a given time.

Total Addressable Market (TAM)

The total revenue opportunity available for a product or service if every potential customer were captured.

Web Deanonymization

The process of identifying the companies, and where possible the individuals, behind anonymous website traffic.

WebTag

6sense JavaScript code installed on a website that gathers information about visitors, identifying the company, not the individual.

Account-Based Advertising / Advertising

6sense's digital advertising capability that targets ads to specific accounts and buying stages across the web, based on intent and firmographic data.

Account-Based Experience (ABX)

An approach that extends account-based marketing beyond the marketing team, unifying how marketing, sales, and customer success engage target accounts.

Account-Based Marketing (ABM) / Revenue Marketing

A go-to-market strategy that targets and engages specific high-value accounts, rather than individual leads, with coordinated marketing and sales efforts.

Account-Based Orchestration (ABO)

The coordination of marketing and sales actions across channels, timed to an account's buying stage and activity.

Audience Builder

A tool for building targeted lists of accounts and contacts based on firmographic, intent, and engagement criteria, for use in marketing campaigns.

Branded Keywords

Search terms that include your brand name or a variation of it, tracked to see which accounts are researching you directly.

Business Development Representative (BDR)

A role focused on outbound prospecting, qualifying leads, and generating pipeline to target in-market accounts.

Campaign

An activity, such as an email send or ad flight, that promotes a business goal like generating leads or launching a product.

Click-Through Rate (CTR)

The percentage of people who saw an ad or email and clicked it.

Cohort

Within a dynamic segment, the members who entered that segment during a specific time period.

Cost Per Click (CPC)

An advertising pricing model in which you pay each time someone clicks your ad.

Cost Per Thousand (CPM)

An advertising pricing model in which you pay for every 1,000 ad impressions. Also called cost per mille.

Demand-Side Platform (DSP)

Software that lets advertisers buy digital ad inventory across multiple ad exchanges and publishers, typically through automated bidding.

Data Taxonomy

An AI classification system that maps CRM, marketing automation, and website data to business activities, enabling predictive models to trace buyer intent.

Engagement Rate

The percentage of people who took an action, such as a click, download, or reply, in response to outreach.

Generic Keywords

Broad search terms related to your market or solution, tracked to see which accounts are researching your category.

Keyword

A word or phrase 6sense uses to track which accounts are researching topics related to your business.

Keyword Groups

Customizable collections of intent keywords for tracking buyer research and triggering marketing actions based on interests.

Keyword Taxonomy

An AI framework that classifies B2B intent search data into product categories and groups.

Lead Scoring

A method of ranking leads by assigning point values to attributes and behaviors, such as job title or website visits, to prioritize follow-up.

Marketing Qualified Account (MQA)

An account that marketing has determined is ready to hand off to sales. 6sense's platform represents this with a 6QA.

Pipeline Attribution

The process of tracking how in-market accounts convert into pipeline and revenue.

Pixel (Tracking Pixel)

A tiny, invisible image on a web page used to identify the IP address, and ultimately the company, of a visitor.

Programmatic Advertising

The automated buying and placement of digital ads using software and real-time bidding, rather than manual, direct deals with publishers.

Reporting & Analytics

Dashboards and reports within 6sense that show campaign performance, pipeline influence, and account engagement.

Segment

A collection of accounts or contacts that meet a defined set of filter criteria, used for targeted marketing and sales efforts.

Smart Form Fill

A tool that shortens web forms by auto-filling fields using 6sense's account and contact data, increasing form conversion rates.

View-Through Rate (VTR)

The percentage of people who saw an ad without clicking it and then visited your website within a set time window.

Web Personalization

Customizing what a website visitor sees based on their company or characteristics, rather than showing every visitor the same content.

Account Journey Indicators

A timeline within Sales Intelligence that shows an account's intent signals across every channel, helping sales reps see why it's the right time to engage.

Account Prioritization

A Sales Intelligence feature that ranks accounts by fit, intent, and engagement so sales teams know which accounts to work first.

Buying Committee

The group of individuals at an account who are involved in evaluating and deciding on a purchase, also called a buying team or buying center. 6sense identifies buying committee members and their roles to support multi-threaded outreach.

Company & People Search

A Sales Intelligence tool for looking up company and contact details directly within the 6sense platform.

Contact Engagement Score

A measure of how engaged a person is with your marketing and sales activities, compared to past buyers.

Contact Profile Fit Score

A measure of how closely a person matches your typical buyer or buying committee members, based on demographic data and historical opportunity data.

List

A collection of people and companies to track and enrich. Lists can also be exported via a CSV file or directly to a CRM/SEP.

List Builder

A Sales Intelligence tool for building and exporting prioritized lists of accounts and contacts.

Persona Map

A visual representation of the job roles and functions involved in an account's buying process, and how engaged each one is.

Sales Accepted Lead (SAL)

A lead that a sales team has reviewed and agreed to work, following a handoff from marketing.

Sales Alerts

Real-time notifications that tell sales reps when a target account shows meaningful buying activity.

Sales Copilot

An AI-powered assistant within Sales Intelligence that surfaces account context, buying signals, and recommended next actions for sellers.

Sales Development Representative (SDR)

A role that uses account-based intent data to engage high-value prospects (accounts in the decision or purchase stage).

Sales Intelligence

6sense's product suite for sellers, combining account and contact data, intent signals, and AI recommendations inside sales workflows.

Unlock

In Sales Intelligence, the action of revealing contact details, such as an email address or phone number, for a person in 6sense's database.

AI Email (AI Email Assistant)

6sense's AI-powered tool that drafts and personalizes outreach emails, and can automate follow-ups and meeting scheduling. Also referred to as Email Agents.