6sense compared to Metadata
B2B marketing has changed. Has your platform kept up?
6sense still relies on outdated intent signals and
channel-by-channel audience builds.
Metadata ingests any data you choose, lets you create and match audiences across channels, and automates every campaign from one platform—delivering a unified, real-time buyer experience.
The old go-to-market playbook has changed. 6sense hasn’t.
Back when buyers were still Googling everything and clicking through to websites, 6sense had a niche. But buyers don’t research like that anymore.
Today’s buyers bounce between LLMs like ChatGPT and Claude, go to Reddit, Google Gemini, and dark social to do research. They don’t leave neat cookie crumbs. They don’t care about your scoring model.
That’s why 6sense data is often late, incomplete, or just plain wrong. And it’s why GTM teams keep missing pipeline targets—even with more tools than ever.
6sense: The old guard
Reactive
Black box ‘intent’ modeling from digital breadcrumbs predicts buying stages defined by 6sense.
Complex and resource-intensive
Teams must operationalize intent data and coordinate outbound execution across GTM teams.
Outdated
Built for an older internet. Relies on outdated digital traces—website visits, basic keyword search activity, and lagging intent signals.
A black box
Audience and segment creation happens behind the scenes, with limited marketer control or visibility into the algorithm defining the categories and stages.
Predictive
“Who’s in market” scoring. Requires human orchestration for activation.
More work
Manual account matching, following up on ambiguous buyer ‘intent.’
Metadata: The modern alternative
Proactive
Automates campaigns using real person-level data—gain full transparency and control of targeting, timing, and outcomes.
Plug-and-play for marketers
One-click import of your audiences, campaigns, and CRM data. Instantly launch, test, and optimize across all channels.
Future-proof
Uses any B2B data—CRM, marketing automation, revenue, and proprietary MetaMatch (1.5B+ profiles) to drive true pipeline and revenue impact.
Marketer in the driver’s seat
Define, adjust, and scale audiences and map them to your marketing and sales motion with full clarity and control at every stage.
AI agents can automate it all
Targeting, bidding, creative, budget, reporting. With a human in the loop HITL to strategize and monitor progress.
More pipeline and revenue
Campaigns optimized for what really moves the needle—without more manual busywork.
#1 in customer satisfaction
For paid media automation and actual pipeline delivered users love our results and support.
Ready to market like it’s 2030?
Ditch intent predictions. Automate known performance. Drive real revenue. See what high-growth B2B marketers are saying and why they are making the switch.
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 |
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|---|---|---|
| Quality of Support | 8.7 (G2) | 9.5 (G2) |
| Robust Lead Intelligence | 8.7 (G2) | 9.2 (G2) |
| Lead Validation | 7.9 (G2) | 8.8 (G2) |
| Marketing Automation Integration | 8.1 (G2) | 9.1 (G2) |
| Segmentation Capabilities | 8.5 (G2) | 9.1 (G2) |
| Campaign Centralization | 8.3 (G2) | 9.4 (G2) |
| Cost | $$$ - $$$$$ | $-$$ |
| Hidden Fees | Yes! | No |
| Contract Length | 18 mo. minimum | 2 mo. pilot |
“Docebo Software for accounting firms is notoriously outdated, slow, and hard to use. Fieldguide is different – itʼs a more streamlined, cloud-first approach.”
Kate Williams
Partner, Maxwell Locke & Ritter
5X
Business Growth
Fieldguide innovations and efficiencies helped Maxwell Locke & Ritter grow their practice by
“Eightfold Software for accounting firms is notoriously outdated, slow, and hard to use. Fieldguide is different – itʼs a more streamlined, cloud-first approach.”
Kate Williams
Partner, Maxwell Locke & Ritter
5X
Business Growth
Fieldguide innovations and efficiencies helped Maxwell Locke & Ritter grow their practice by
If you’re still using 6sense, you’re reacting. With Metadata, you’re running GTM in real time
"We've seen a huge revenue increase over the last two years. We went from a million dollars a quarter to now almost a million dollars a month, and we are doubling in size year over year. Metadata is probably 75% of that."
Mike Smith
“Before Metadata, we were running ads natively on one channel and getting junk. We turned on Metadata, and it was 95% accurate in terms of the titles and the personas that we wanted to target. Using native channel targeting, our CPL was about $225. In our first Metadata campaign, the CPL was $67.”
Blake Cohlan
“Part of it is just having one place for all this stuff I’m trying to juggle in my head all the time and knowing that I can reference it immediately. So when the CEO says, ‘What’s going on?’ I can show them instantly what’s happening, why it’s working or not working, and what we’re going to do next.”
Andy Wibbels
“Docebo Software for accounting firms is notoriously outdated, slow, and hard to use. Fieldguide is different – itʼs a more streamlined, cloud-first approach.”
Kate Williams
Partner, Maxwell Locke & Ritter
5X
Business Growth
Fieldguide innovations and efficiencies helped Maxwell Locke & Ritter grow their practice by
“Eightfold Software for accounting firms is notoriously outdated, slow, and hard to use. Fieldguide is different – itʼs a more streamlined, cloud-first approach.”
Kate Williams
Partner, Maxwell Locke & Ritter
5X
Business Growth
Fieldguide innovations and efficiencies helped Maxwell Locke & Ritter grow their practice by
Still stuck in a 6sense contract? We’ll help you make the switch.
If you’re ready to move on from outdated intent data and start running GTM the modern way, Metadata will work with you to offset the cost of your 6sense agreement. Let’s just say—we’ll make it worth your while.
Smarter GTM. Real-time execution. No more ghost signals.
FAQs
Can I trust the data & leads coming through Metadata?
Q: Why do people say 6sense data is inaccurate?
A: Because it relies on signals buyers don’t leave anymore—cookies, site visits, keyword searches—so results are late, incomplete, and mismatched.
Q: How does Metadata avoid that?
A: We connect to any data source you choose, build precise audiences, and match them across channels. Leads are enriched, validated, and tied to pipeline, not just “engagement.”
How easy is it to set up and manage?
Q: Does 6sense take a lot of work to operationalize?
A: Yes. You’ll need to operationalize intent, build audiences per channel, and coordinate across GTM silos.
Q: How about Metadata?
A: One-click import, unified platform, AI agents running all campaigns automatically.
What makes Metadata future-proof?
Q: Isn’t intent data still valuable?
A: Only when it’s part of a bigger, fresher data picture. Metadata uses any signal—CRM, MAP, revenue data, MetaMatch identity graph—to act in real time.
Will my sales team see the difference?
Q: Does Metadata make Sales’ job easier?
A: Absolutely. They get qualified, enriched leads tied to revenue—no ghost hunting required.
