In recent months, a LinkedIn feud between Adam Robinson and 6sense caught the industry’s attention, with Adam doing most of the bashing. While the drama was entertaining, it also surfaced some major misconceptions about intent data, ABX platforms, and 6sense’s products. Let’s cut through the noise and get to the heart of the matter.

Intent Providers vs. ABX Platforms: Two Sides of the Same Coin

Think of intent providers as your digital detectives, tirelessly working behind the scenes to uncover hidden buying signals. They track a wide range of online activities, from website visits and content downloads to social media engagement and participation in industry forums.

Some providers, like G2, specialize in tracking software comparison activity, while others, like TechTarget, focus on engagement with specific tech content. Bombora takes a different approach, analyzing content consumption across the web to identify surging interest in specific topics. Each provider has its own unique methodology, or “secret sauce,” for identifying companies that are actively researching solutions like yours.

ABX platforms like 6sense and Demandbase take things a step further. They not only provide intent data but also offer a whole suite of tools to help you act on it. Think of them as your marketing command center, complete with orchestration, reporting, advertising solutions, and even predictive modeling (in 6sense’s case).

Adam vs. 6sense: Separating Fact from Fiction

The Adam vs. 6sense showdown was filled with some… interesting claims. Let’s debunk a few:

Myth 1: 6sense’s (and Demandbase for that matter) value is only in its intent signals.

False. While their intent data is top-notch, their real strength lies in their activation capabilities. They make it easy to turn those signals into targeted campaigns and personalized outreach, driving real results for your business.

Myth 2: The only signal that matters is website visits.

Wrong. Website visits are a valuable signal, especially for high-velocity, low-cost products. But for enterprise sales, you need a broader view. Think content consumption on third-party sites, social engagement, and even offline events.

So, What Really Matters?

When you’re evaluating intent data providers and ABX platforms, here’s what you should focus on:

The Right Signals

Make sure the provider’s data aligns with your target market and buying cycle. Different providers have different strengths, so choose one that best fits your needs.

Actionable Insights

Look for platforms that help you translate data into actionable strategies. The real value lies in being able to act on the data to drive engagement and conversions.

Seamless Integration

The platform should easily integrate with your existing tech stack (CRM, marketing automation, etc.). This ensures a smooth flow of data and efficient workflows.

Proven ROI

Don’t just take their word for it. Ask for case studies and customer testimonials to see how the platform has delivered results for others. Proven success in similar companies can be a strong indicator of potential success for you.

In Conclusion

Intent data and ABX platforms are powerful tools that can supercharge your sales and marketing efforts. But like any tool, they’re only as good as the person using them. By understanding their capabilities and limitations, you can make informed decisions and get the most out of your investment.

And remember, a little healthy debate is good for the industry. It forces us to challenge our assumptions and push the boundaries of what’s possible. But let’s keep it constructive and focus on the facts, not the drama.

Originally posted on LinkedIn.