Integration With Intent Providers: 6Sense, Bombora DemandBase

Harness the Power of Your Intent Provider

When you use an intent provider (IP) like 6Sense, Bombora, or DemandBase, the IP pushes data into Salesforce. Once it’s there, Full Circle ABM can use that data to drive progression through your Account Funnel stages.

The primary stage on your Account Funnel that can be driven by an IP is the Detected stage. This stage marks the start of an active Account Funnel Record, and it reflects activity from a Target Account that shows they are in-market. Each intent provider leverages their own criteria or fields, so you’ll configure Full Circle ABM to trigger the Account Funnel a little differently depending on which IP you use.

6Sense

If you’re a 6Sense customer with the Predictive Package, you will likely trigger your Full Circle ABM funnel using the Account Buying Stage field. Based on your criteria and historical data, 6Sense will update this field on the Account in Salesforce to one of these values:

• Awareness
• Consideration
• Decision
• Purchase

Generally, these values are triggered based off of the Account activity and represent the Account’s level of readiness to purchase your company’s products/services. You can decide which value(s) should trigger ABM to move the Account into the Detected stage of the funnel. It’s also possible to incorporate other 6Sense fields (like Reach Score or Fit Score) into the criteria for your FCI Detected stage.

If you’re a 6Sense customer with the Essentials Package, you can publish Segments that incorporate your criteria for pushing Accounts into the Detected stage. 6Sense will allow you to push the segment name to Salesforce by creating an “Orchestration.” Full Circle ABM can then use the value in the 6Sense Segment Names field as a criteria to push the Account into Detected Stage, or another stage of the funnel as desired.

In addition to triggering the Detected stage (or another configured stage), Full Circle ABM can sync data pushed to the Account from 6Sense to the Account Funnel Record. Field considerations for this could be the Account Buying Stage, Fit Score, Engagement Score (if these are configured and mapped to Salesforce). Syncing the data to the Account Funnel Record will allow you to report and filter on Account Funnel Records based on these values.

Bombora

If you are a Bombora customer, you’ll need the latest version of the Bombora App installed, as well as the unlocked package. You can confirm the version and package with your Bombora CSM.

Your Bombora setup should push the following fields to the Account object in Salesforce:

● Average Surge Score Summary

● Topic Count Summary

● Strongest Cluster - Topic Count

● Strongest Intent Cluster

These fields summarize the data in the Bombora Surge-related objects on the Salesforce Account. Customers typically use the Topic Count Summary and/or the Average Surge Score Summary as criteria to push the Account into the Detected stage, e.g. Topic Count Summary > 5 AND Average Surge Score Summary > 75.

If you have configured clusters in your Bombora application, you can use the ABM sync functionality (contact Full Circle Support to configure) to sync the Strongest Intent Cluster to the Account Funnel Records. This will allow you to report, group, and filter on these values for Account Funnel Records. This, in turn, lets you track the association to your Intent clusters so you can see how the funnel progressed.

DemandBase

If you are a DemandBase customer, you likely use the Journey Stage field in Salesforce to track the Account Funnel from DemandBase. With Full Circle ABM, you can map the Journey Stage field to correspond to the Account Funnel stages.

If you’re a DemandBase user with Full Circle Funnel Metrics, you can also trigger the funnel directly from Opportunity updates or campaign responses. For the “Qualified” stage, the typical criteria would be:

● Journey Stage = Qualified OR Opportunity created on the Account

The advantage to using the Opportunity Creation trigger is that the Opportunity will be tied to the Account Funnel record, so data from the Opportunity can be used to report and filter in reports (specifically Opportunity Amount and Opportunity Type).

A Note On DemandBase Status Regression and Account Funnels

In DemandBase, the Journey Stage is often configured to regress to a previous stage if it spends too much time inactive. By default, DemandBase shuts a funnel down when the status regresses to Detected from Engaged or Prioritized. With Full Circle ABM, you can track these stage regressions to shut down a funnel and to start another one when the stage progresses again. This allows you to track multiple progressions for the Account Funnel and track how many times an Account has progressed and reached each stage.