6Sense represents a new category of AI tool that leverages intent data to transform how product marketers identify and engage potential customers. By understanding who in your audience is actively looking to purchase, PMMs can personalize the marketing experience and focus resources on the highest-value opportunities.
Intent Data Changes Everything
Traditional marketing casts a wide net and hopes to catch interested buyers. AI-powered intent data flips this model—you start with buyers already showing purchase intent and tailor messaging to their specific stage in the buying journey. This is particularly valuable for B2B product marketers where sales cycles are long and understanding buyer readiness can dramatically improve conversion rates.
The platform uses AI to sift through vast amounts of behavioral data, identifying patterns that indicate buying intent. For PMMs, this means being able to prioritize accounts, customize messaging, and coordinate with sales teams based on real signals rather than assumptions. When combined with competitive positioning work, intent data helps ensure your product messaging reaches buyers at exactly the right moment.