6sense

Use buying-stage models instead of MQLs - segment accounts by Target, Awareness, Consideration, and Decision stages for better prioritization

Define clear in-market criteria combining intent surge + first-party behavior (site visits, pricing page views) before triggering sales outreach

Build intelligent workflows that route alerts to the right owner (SDR vs AE vs CSM) with buying stage, intent topics, and recent page views included

Create stage-specific ad creatives: problem framing for Awareness, use-cases and comparisons for Consideration, ROI calculators for Decision

Maintain bi-directional sync with CRM to push account scores and pull opportunity data back for model refinement

Run quarterly segment refreshes to update ICP modeling and prune low-fit accounts from active campaigns

Track account-level metrics (coverage, influenced pipeline, velocity) rather than lead-based KPIs for accurate ABM measurement