6sense is partnering with Drift to provide B2B account identification data to users of Drift’s Drift Intel service.

Those clients will gain curated company-level data on website visitors, 6sense says.

Joint customers can bring 6sense account segments and buying stage predictions into Drift, the company says.

Brands are adopting new technologies such as these as “traditional marketing tactics like web forms and email have become less effective,” states Jason Zintak, CEO of 6sense.

The partnership was announced on Monday at the HYPERGROWTH conference. 

David Cancel, founder and CEO of Drift, notes that “68% of the B2B buying cycle is completed anonymously online before you ever talk to a prospect.” 

Adding 6sense gives Drift Intel customers “the ability to accurately identify and engage more of that 68%,” Cancel adds. 

At least one client approves of the partnership.

“It’s incredibly beneficial to uncover anonymous buyers, prioritize target accounts that are in market, and engage them across channels,” states Mariana Prado Cogan, SVP of digital marketing strategy and operations at PTC.

Prado Cogan add that PTC now has “the ability to also personalize the conversation and alert reps once they reach our website.”

Last month, 6sense unveiled Account Based Retargeting, a product designed to help B2B brans create dynamic audiences in such platforms as Google Ads and Display & Video 360, using account firmographics, segment insights, behavioral data that predicts buying stage and other data from 6sense.