Today 6sense, a leading Account Based Orchestration Platform, powered by AI, announced its External Media Campaigns feature. This capability extends 6sense's ability to track digital media campaigns launched on non-6sense platforms for use in account segmentation within the 6sense platform, and to provide more advanced account-based analytics on such campaigns.
With B2B digital ad spend projected to hit $6.08 billion this year, digital marketers continue to search for ways to optimize campaigns to better reach buyers within their target accounts.
“Digital campaigns can quickly become irrelevant if B2B marketers aren’t tracking reach, engagement, and influence of these campaigns on accounts they care about,” said Amar Doshi, VP of Product at 6sense. “With External Media Campaigns, we now extend our unique account-based analytics and tracking capabilities from our natively built 6sense Media Campaigns, to campaigns on other external platforms. This enables marketers to get a never before seen view of media campaign effectiveness as an ABM tactic while providing flexibility when working with other platforms and their agencies.”
Leading enterprises are already using 6sense’s External Media Campaigns feature to provide centralized segmentation and analytics across all of their agency partners. Prior to this feature, gathering and aggregating campaign analytics across agencies was manual and not account-focused. This made extracting value from such campaigns for B2B companies extremely time-consuming, error-prone, and focused on impressions and clicks instead of account engagement. This feature puts real-time insights in the hands of the marketer so they can:
- Understand the global digital footprint and the impact it is having on account engagement, i.e.: accounts reached, accounts newly engaged, and accounts that increase engagement.
- Evaluate agency partners, campaigns, and media outlets to determine performance and optimize spending for better account reach.
- Proactively collaborate with agency partners to improve digital media strategy and use of funds.
Currently, External Media Campaigns supports various platforms, including AdForm, Adobe, AppNexus, Google Ad Manager, Google DFP, Google AdExchange, Google DV360, Google Campaign Manager, Innovid, MediaPlex, Conversant, and Sizmek. Additional platforms will be added on an ongoing basis.