Compare Audience and Data Workflows and Orchestration

This document outlines the features that are similar and different between Audience Workflows, Data Workflows, and Orchestration.

Intelligent Workflows is the combination of Audience Workflows and Data Workflows. Together they streamline data Enrichment and omni-channel engagement, enabling teams to deliver personalized experiences at scale.

Data Workflows (DWF) allows operations teams to enrich CRM and MAP with real-time, on-demand, or scheduled data, ensuring accuracy and integrity.
Audience Workflows (AWF) helps GTM teams automate and optimize campaigns across channels using an intuitive canvas, leveraging predictive insights and segmentation to engage the right accounts at the right time. This comprehensive solution improves conversion, enhances buyer experience, and drives higher engagement and revenue growth.

6sense Orchestration has been commercially available for 7+ years and has provided customers with the ability to match leads to accounts, convert leads to contacts, enrich CRM and MAP records, add audiences to MAP, CRM, or SEP campaigns, and more. However, our customers have given us feedback that they need more flexibility, visibility, and availability across data, channels, and schedules, specifically when it comes to data enrichment and marketing activation. Intelligent Workflows unlocks the above capabilities and streamlines omni-channel engagement and data enrichment into the canvas-based Audience and Data Workflows products.

Orchestration will continue to be available for the foreseeable future. This document guides you through the similarities and differences to help make the most informed decision on which product to leverage as you plan your GTM strategy and activation through 6sense.

AWF and DWF shared features and use cases

Visual drag and drop canvas.
Automatically create new accounts in your CRM (see supported 3^rd party platforms below).
- Schedule to run on-demand, daily, or weekly.
- Custom match rules to avoid duplicate accounts from being created.
Purchase new contacts or leads and save them to your CRM, MAP, and/or CSV (see supported 3^rd party platforms below).
- Schedule to run on-demand, daily, or weekly.
- Custom match rules to determine which CRM account contacts are saved to when there are multiple accounts to which a contact could belong.
Preview a workflow before publishing to review the records that will be included in the run across each node, when available.

Audience Workflows core features

Audience Workflows is part of the Revenue Marketing (the ABM Platform) package.

AWF increases efficiency and output in marketing teams by scaling marketing efforts and automating multi-channel audience engagement, including:

Uses decision logic and 1^st and 3^rd party intelligence to leverage 6sense intelligence (such as keywords researched or 6QA status) and your own CRM and MAP data to identify the right audiences and activate them through your engagement channels.
Automates centrally managed dynamic audiences and multi-step campaigns across channels.
- Target people-based audiences across the following channels:
  - MAP static lists
  - CRM campaigns
  - Sales Engagement Platforms (SEPs)
  - 6sense Email
- Target account-based audience across the following channels:
  - LinkedIn
  - Google Ads
  - Meta
  - 6sense Display Ads
- Set up campaigns sequentially, in parallel, and/or based on conditional behavior.
Get a quick start using templates for common go-to-market use cases.
Timer nodes
Remove Audience node

Data Workflows core features

Data Workflows is included with the Revenue Marketing (ABM) and and Sales Intelligence (SI) packages.

DWF enriches the accounts and people (contacts and leads) records in your CRM or MAP with 6sense data.

Real-time, on-demand, daily, or weekly scheduled enrichment.
Lead-to-account matching.
Lead-to-contact conversion
Custom decision rules using CRM and MAP data as filters.
Re-enrich previously acquired Sales Intelligence contact and account records in your CRM on a regular schedule.
Push segment Name to CRM and/or MAP records.
Push Predictive scores to CRM (requires 6sense Predictive add-on).

Supported third-party platforms for AWF, DWF, and Orchestration

The following table shows what third-party platforms are supported by 6sense products for common features.

	Data Workflows	Audience Workflows	Orchestration
Create new contacts/leads in CRM	– Salesforce – HubSpot	– Salesforce – HubSpot	– Salesforce – HubSpot – Dynamics
Create new contacts/leads in MAP	– HubSpot – Marketo	– HubSpot – Marketo – Eloqua – Pardot (Salesforce Account Engagement)	– HubSpot – Marketo – Eloqua – Pardot (Salesforce Account Engagement)
Create new accounts in CRM	– Salesforce – HubSpot	– Salesforce – HubSpot	– Salesforce – HubSpot – Dynamics
Enrich records daily/weekly (account/ contact/lead) in CRM	– Salesforce – HubSpot	N/A	– Salesforce – HubSpot – Dynamics
Enrich records daily/weekly (contact/lead) in MAP	– HubSpot – Marketo	N/A	– HubSpot – Marketo – Eloqua – Pardot (Salesforce Account Engagement)
Enrich CRM/MAP records in real time	– Salesforce – HubSpot (CRM and MAP) – Marketo	N/A	Via Marketo Webhook
Re-enrich Sales Intelligence records under management in CRM	– Salesforce – HubSpot	N/A	N/A
Push Predictive scores to CRM	– Salesforce – HubSpot	N/A	– Salesforce – HubSpot – Dynamics
Push Temperature to CRM	– Salesforce – HubSpot	N/A	N/A
Push segment name to CRM	– Salesforce – HubSpot	N/A	– Salesforce – HubSpot – Dynamics
Push segment name to MAP	– Marketo – HubSpot	N/A	– HubSpot – Marketo – Eloqua – Pardot (Salesforce Account Engagement)
*Add/remove audience to Sales Engagement Platform (SEP)**	N/A	– Outreach – Salesloft	– Outreach – Salesloft *Removal not supported
Add/remove accounts to Google Ads	N/A	Yes	N/A
Add/remove accounts to LinkedIn	N/A	Yes	N/A
Add/remove accounts to 6sense Display Ad	N/A	Yes	N/A
Add/remove accounts to Meta	N/A	Yes	N/A
*Add/remove people to CRM campaign**	N/A	– Salesforce – HubSpot	– Salesforce – HubSpot – Dynamics *Removal not supported
Add/remove people to MAP list	N/A	– HubSpot – Marketo – Eloqua – Pardot (Salesforce Account Engagement)	– HubSpot – Marketo – Eloqua – Pardot (Salesforce Account Engagement) *Removal not supported
Add/remove people to 6sense Email	N/A	– Salesforce – HubSpot	N/A
Duplicate contact/lead prevention logic	– 6sense People ID – Email – First, Last, Company – First, Last, Domain – LinkedIn URL	– 6sense People ID – Email – First, Last, Company – First, Last, Domain – LinkedIn URL	– Email
Duplicate account creation prevention	– 6sense logic (account name, domain, country) – Custom rules	– 6sense logic (account name, domain, country) – Custom rules	– 6sense logic (account name, domain, country)
Contact/lead tie-breaker logic	– Standard 6sense tie-breaker rules – Custom tie-breaker rules	– Standard 6sense tie-breaker rules – Custom tie-breaker rules	– Standard 6sense tie-breaker rules – Created Date (most recent) – Created Date (oldest) – Updated Date (most tecent) – Updated Date (oldest) – Account with most vontacts
Data available for enrichment	– 35+ account level fields – 25+ people- level fields Refer to Mapping Profiles.	N/A	– 19 account level fields – 2 people-level fields Refer to Mapping Profiles.
Data available for creation	– 35+ account-level fields – 25+ people-level fields Refer to Mapping Profiles.	– 35+ account-level field – 25+ people-level fields Refer to Mapping Profiles.	– 20 account-level fields – 7+ people-level fields Refer to Mapping Profiles.
6sense data credits	Yes Use cases that consume credits: – data enrichment – contact/lead acquisition – account creation	Yes Use cases that consume credits: – contact/lead acquisition – account creation	No
Orchestration credits	No	No	Yes – Data enrichment – contact/lead acquisition – account creation

Document Changelog

Mar 24 2025: Updated for General Availability
1st Published Mar 22 2025: Beta