2025 Folloze + 6sense Playbook - From Signal to Pipeline.pdf

This playbook is your fast-start guide to launching high-impact ABX programs using 6sense segments and Folloze engagement. Learn how to align buyer signals with AI-powered personalization across the funnel. Includes real examples, activation tips, and workflows for every buying stage.

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From Signal to Pipeline

Playbook

Start fast. Learn faster. Scale with AI-powered personalization using Folloze + 6sense.

Engagement is the Currency. Personalization is the Lever. Folloze + 6sense turn buyer signals into pipeline while you move fast and learn faster.

Buyers spend 70-80% of their journey outside of sales conversations, which means the

real competition happens in the experiences you deliver long before a deal is in play.

Expectations are rising. This playbook shows how to launch quickly, personalize with AI

assistance, and iterate based on real engagement without a months-long project.

With 6sense, you know who to go after. With Folloze, you deliver high-impact experiences the

moment a buyer shows intent. Together, you close the signal gap and make every marketing

moment count.

Up to 40% higher match rates with Folloze’s identity model

ENGAGEMENT (FOLLOZE) Deliver AI-powered, personalized experiences at scale

SIGNAL (6SENSE) Detect demand & buying stage

with your intent source

PIPELINE (TOGETHER) Prioritize, collaborate, and prove revenue impact

Who This Is For

What You’ll Get

Exploring Folloze for the first time: See how AI Agents make it easy to launch boards and capture engagement

New to Folloze + 6sense together: Learn to connect platforms without overwhelm using iteration Launch Expand Orchestrate

Scaling ABM teams: Find best practices, proof points, and advanced orchestration strategies

A phased roadmap that maps to Launch/Expand/Orchestrate

Sample KPIs and quick wins by phase using AI acceleration

Real proof points, templates, and examples from top-performing teams

Guidance for ABM, digital demand, and outbound field motions

For B2B marketing, ABM, field, and revenue leaders who are already using

6sense or actively exploring Folloze + 6sense integration:

This playbook is your step-by-step activation plan that includes:

If you’re responsible for turning signals into impact—this is your playbook.

With 6sense and Folloze, we personalize against buying stage, persona, and segment dynamics. The AI Generator creates immediate relevance and accelerates campaign performance.

MELINDA MONACO VP, MARKETING @ FOLLOZE

WatchGuard scaled global ABM programs across 6 languages, creating unified partner and end-user experiences in every region without operational complexity.

ICP reach (up from 2.5%)56% 3x Increase in

engagement with AI

192% Lift in 6QA volume 43% Pipeline growth with 52% less paid media spend

40% Higher match rates with identity resolution

Folloze ABX Performance Results

https://www.folloze.com/blog/article/folloze-6sense-abm-case-study

Choose Your Path Every team starts from a different place. Pick your starting iteration and move fast.

Outcome is the same: more engaged buyers, smarter

budget use, measurable revenue impact.

Ex pa

nd Orchestrate

Launch Launch Expand

Connect data, scale AI personalization

Using both platforms

Exploring Folloze Launch first boards with AI

+ capture engagement

Advanced ABM team Advanced AI personalization

+ orchestration

Where are you today?

Launch: Activate Intent Start simple. Launch your first AI-powered personalized experience and begin capturing real buyer signals.

Define ICP + audiences in your intent source (e.g., 6sense Target/ Awareness)

Launch an ungated Folloze board using AI Generator for quick setup

Drive traffic from Awareness ads and owned channels to the board

Set engagement alerts so sales can act on hot activity in real-time

Capture first-party signals (visits, clicks, time on page) to inform what content to reuse and develop for the next iteration.

Why it matters: Stand up a stage-aware Folloze board with AI

assistance, drive ICP accounts to it, and give sales visibility to

engagement. Prove engagement quickly—then expand.

Key Actions:

INTENT AUDIENCES SALES ALERTSAI-POWERED BOARD

To dive into how to tier your ICP tactics, check out our blog from the ABX Masterclass Course on Growth ABM.

Use Case Example: TOFU Campaign (1:Many)

Launch a broad awareness campaign targeting “Consideration” stage accounts

in your ICP. Use AI Generator to create a board with stage-appropriate hero

messaging and ungated content. Drive traffic through LinkedIn sponsored

content and 6sense display ads. Set up Slack alerts when accounts hit Folloze

Engagement Score threshold of active or surging for immediate SDR follow-up.

Marketing Sales Handoff:

When an ICP account is both active or surging (Folloze Engagement Score) AND

has 6sense Intent Score ≥ 1 Alert SDR via Slack/CRM for immediate follow-up

Tier 1

Tier 2

Tier 3

Growth ABM Tiers

Tier 1 • More ad spend

• Custom content if possible

Tier 2 • Targeted content curation

Tier 3 • Highly scalable personalization

https://www.folloze.com/blog/article/growth-abm-approach https://help.folloze.com/s/article/Account-Engagement-Scores

Quick Wins:

• Boards live ≤ 2 weeks with AI assistance

• ~30% more engaged accounts in month 1

• first meetings/opps by ~Day 45

Customer Example: Abnormal Security

• Challenge: Disconnected sales-

marketing handoffs

• 30-Day Approach: Set up real-

time Slack alerts when accounts hit

engagement thresholds

• Result: Coordinated follow-up

process that maintains account

momentum

BEST PRACTICES

• Use AI Generator to personalize on high-confidence matches

• Follow 80/20: stage first; save industry/account specifics for later

• Keep assets ungated to maximize consumption

• Let AI handle initial content creation and localization

David Brutman Co-founder & CPO Folloze

davidb@folloze.com

Call me

Account based

Message derived from industry

Industry based image

Seller contact card

Content based on solution

Industry value proposition

AI Personalization role, intent, company

Expand: Scale Personalization Move beyond one-size-fits-all. Use AI to deliver connected experiences and begin using engagement to prioritize actions.

Why it matters:

Prove AI-powered personalization drives results. Scale Folloze experiences across

segments and start routing engagement signals into next-best actions.

Key Actions:

1. Launch multi-segment boards with AI Generator creating personalized

versions by stage, industry, persona (powered by 6sense)

The account domain can be used to add an account logo or name. Many of our customers are adding the account name in the header title of the hero banner.

Account industry can be used to offer industry specific images, messaging, or content such as relevant case studies

2. Apply rules + merge fields with AI assistance to scale automatically using

top attributes: Stage, Industry, Account Name, Persona, Country, Intent

3. Follow 80/20 rule: 80% AI-scalable personalization,

20% industry/account-specific

4. Prioritize by Folloze Engagement Score: Route accounts showing

meaningful activity to priority queues

5. Trigger next-best actions: Convert engagement into ads retargeting,

SDR sequences, nurture campaigns

Use Case Example: Event Activation (1:Few)

Create personalized event microsites for global tradeshows using AI Translator

for localization. Build dynamic boards that personalize by attendee company

industry and role, triggered by 6sense buying stage data. Use Engagement

Scores to prioritize which attendees get immediate booth follow-up vs.

nurture sequences.

Marketing Sales Handoff:

When Folloze Engagement Score ≥ active, surging OR multi-threaded activity

detected Route account to SDR with board activity summary and AI-generated

follow-up content recommendations

Folloze Engagement Score:

A more advanced way to

quantify activity - Learn more

from the Measurement &

Analytics section

With Folloze + 6sense, you don’t just know who to target — you can instantly make

every experience feel relevant. Start by applying 6sense attributes to your boards.

This ensures each account sees the right content, messaging, and CTA, automatically

PERSONALIZATION BEST PRACTICES

Use Case Tactics & Attributes to use

1-to-1 Personalize by persona - use “contact title” to address specific roles.

ABM 1-to-many

• Plan for clusters of companies. • Use attributes like Account and Buying Stage. • Plan your content using the 70:20:10 rule • Where 70% is generic, 20% is focused on Industry and 10% is account specific.

Targeted Demand Gen

• Plan your audience taxonomy. • Use attributes like Segment, Industry, Buying Stage,Account. • Use a 80:20 rule for content - with 70% generic and 30% by Industry or Segment.

Quick Wins: More accounts interacting in 60-90 days with AI personalization •

higher CTRs on ads • warmer SDR conversations • faster content creation

Customer Example: Five9’s Scale Success

• Challenge: Reaching thousands of target accounts with relevant,

stage-appropriate content

• Approach: Used 6sense buying stage data to trigger dynamic Folloze

board updates

• Results: 40x increase in traffic to personalized destinations, +2,123%

traffic momentum, over 5,000 accounts moved to Active/Surging

engagement”

Orchestrate at Scale Unite AI, signals, personalization, and orchestration across every buyer touchpoint.

Why it matters: You’re scaling AI-powered personalization across every touchpoint.

AI Agents help teams generate, personalize, and learn fast. Folloze Engagement Scores

coordinate channels while AI-powered destinations unify the experience.

Key Actions:

1. Personalize across touchpoints: Website with embedded sections, boards,

chatbots, resource hubs using stage + intent data

2. Launch omni-channel journeys: Coordinate ads, web personalization, SDR

outreach, gifting, events—all pointing to Folloze destinations

3. Prioritize with Engagement Score + 6QAs: Route high-value accounts to

sales automatically

4. Orchestrate with advanced workflows (optional): Use 6sense Audience

Workflows to automate routine channel coordination

5. Expand use cases: Deal rooms, executive roadshow hubs, partner programs,

competitive takeout campaigns

Deal Rooms

For active opportunities, use the Personalization Agent to create dynamic deal

rooms with competitive comparisons, ROI calculators, and implementation

timelines tailored to the prospect’s industry and use case. Trigger creation

after first meeting is held. Track stakeholder engagement patterns to coach

reps on deal progression and identify champions vs. detractors.

Marketing Sales Handoff:

When account hits “Active/Surging” Engagement Score + 6sense stage

advancement Sales gets AI-generated account insights + prioritized account

list with recommended next actions

Customer Example: Clari’s Revenue Operations Transformation

• Challenge: Scaling ABM without manual overhead

• Approach: Implemented personalized deal rooms + closed-lost revival campaigns

• Results: 260% of S0 meeting goals, 400% of S1 goals, $1.8M pipeline revenue

generated

Marketing uses 6sense to:

• Build audiences

• Drive targeted ads

• Ad destination

• Personalization data

• Embedded dashboard

• Real time alerts

• Lead scoring

SDRs uses BDR platform to:

• Nurture prospects, drive Folloze engagement

AEs use Folloze to:

• Efficiently engage buyers via sales email

Marketing uses Folloze to:

• Deliver highly personalized experiences

Marketing + Sales use Folloze to:

• Get real time engagement insights

Measure What Matters. Prove What Works. Analytics isn’t just reporting—it’s the bridge between marketing activity and revenue outcomes.

Folloze allows you to analyze target accounts with a shared view of engagement that spans every activated channel and touchpoint.

ACCOUNT VIEW

Understand each individual, known or unknown, with a step-by-step view of their journey measured down to the second

Sat, 18 Oct 2025 CONTACT VIEW

Sat, 18 Oct 2025

Tue, 30 Sep 2025

With Folloze + 6sense, every buyer interaction becomes a measurable signal.

You’ll know not just who is showing intent, but how deeply they’re engaging and

when to act.

• Turn engagement into accountability: Tie ABM programs directly to pipeline impact

with account-level reporting and dashboards.

• Refine targeting continuously: Use Folloze’s first-party engagement data + 6sense’s

predictive insights to sharpen segments and optimize future campaigns.

• Guide sales with precision: Deliver real-time alerts and shared dashboards so reps

know which accounts are most active, what content resonates, and when to follow up.

• Scale smarter: Identify which motions deliver ROI and double down. Use AI-driven

insights to reduce guesswork and free your team from manual analysis.

Marketing Sales Action

• Trigger: Account Engagement Score hits “Active” or “Surging” and aligns with a 6sense

buying stage shift.

• Sales Handoff: SDRs notified in Slack/CRM with account insights + recommended next

steps.

• Channel Activation: Sales follow-up, LinkedIn InMail, or targeted nurture sequences.

Folloze ABX Academy (free for customers) + ABX Certification upon completion

ABX Masterclasses and Webinars

Resources & Next Steps Access everything you need to start your first iteration today, powered by AI.

ABX Masterclass Links:

• Build an AI-Powered ABX Blueprint

• ABX Measurement with Engagement Analytics

• AI Personalization for Growth Blog Series

Interactive Resources

Training & Certification

Folloze + 6sense: Interactive Tourial Walkthrough

https://academy.folloze.com/app?utm_campaign=6s_playbook ttps://engage.folloze.com/abx-for-b2b-marketers?utm_campaign=6s_playbook https://engage.folloze.com/webinar-t2abx-epi12?utm_campaign=6s_playbook https://engage.folloze.com/webinar-t2abx-epi14?utm_campaign=6s_playbook https://www.folloze.com/blog/article/8-ways-to-scale-personalized-content?utm_campaign=6s_playbook https://tourial.folloze.com/pages/d3ed8b4c-3053-48be-a72b-972082afb6c5

2025 Folloze + 6sense Playbook - From Signal to Pipeline.pdf

Item Type: pdf