Mastering Multi-Threading for Sales Success
Are your B2B deals stalling because your contact ghosts you, changes position, or leaves the account entirely? Time for a game-changing approach!
This month we're tackling one of the most powerful strategies in modern sales: multi-threading. You'll learn to engage multiple stakeholders within target accounts to create broad interest that accelerates your deal cycles and protects you from the dreaded "single point of failure."
Let's dive into how you can leverage 6sense to build a web of connections that turn opportunities into closed deals ⬇
🔥 Sensing the Heat: Detecting In-Market Accounts with Precision
Traditional lead generation often feels like searching for needles in haystacks. That's where 6sense's Signalverse™ changes the game. It processes over a trillion signals daily to identify accounts actively showing buying intent. It analyzes digital footprints and ties buying signals to specific accounts and locations, which lets you know which accounts are actively researching solutions like yours, and where anonymous research is originating.
Why it matters: You can focus your energy on accounts demonstrating genuine interest and intent. The Signalverse™ helps you identify accounts actively researching solutions similar to yours, even before they've completed a form or made direct contact.
Cracking the Signal: Identifying Interested Stakeholders Within Target Accounts 🎯
Okay, so you know which account to target, but who should you try to reach?
The Signalverse™ doesn’t just reveal which accounts are doing research — it also reveals where anonymous research is located. Say, for instance, that you get an alert that John Deere is showing buying interest in your products. They haven’t filled out a form, but you can see that anonymous research is originating from Moline, Illinois.
You can hop onto LinkedIn to quickly look for people at John Deere who match your core buying personas and live in Moline, Illinois! Based on the topics and keywords being researched, you can probably make an excellent guess about who is showing interest.
Acquire their contact info. Work with your marketing and operations team to start that person on an intent-based campaign that will aid their research while keeping your solution top-of-mind.
Go Wide or Go Home: The Strategic Art of Multi-Threading
Multi-threading — engaging multiple stakeholders within an in-market account — is essential in today's B2B environment. The days of the solo decision-maker are long gone. Today's B2B purchases typically involve 11 stakeholders, each with their own priorities and concerns.
Relying on a single point of contact also creates unnecessary risk: What happens if they change roles, go on extended leave, or simply become unavailable? By building relationships across the buying team, you increase deal security, accelerate sales cycles, and often uncover opportunities for larger deals.
Acquire the contact info for all of the key buyer personas within actively researching accounts, and get those contacts started on awareness campaigns designed to pique their interest. Importantly, don’t try to sell yourself. The goal is to introduce yourself as a trusted guide. Focus on high-level topics and research that provide immediate value to each persona.
What to do:
Strategically identify and engage multiple stakeholders within prospective accounts.
Understand their individual needs and customize your messaging accordingly. 6sense's Sales Intelligence dashboard reveals which buying personas are engaged, helping you orchestrate more effective outreach.
How 6sense helps uncover engagement of key personas
Finding Your Advocate: Identifying and Nurturing Champions
Once you've identified an in-market account and mapped its key stakeholders, your next priority is finding your champion — that internal advocate who understands your value proposition and is willing to promote it within their organization. A strong relationship with this person is invaluable, providing insights into internal dynamics, decision-making processes, and potential obstacles.
Key takeaway: Invest time in cultivating relationships with promising individuals within your target accounts. A well-positioned champion can navigate complex buying processes and connect you with other key stakeholders.
Check out these strategies for relationship building in B2B sales
⏰ Perfect Timing: Aligning Outreach with 6sense Qualified Accounts (6QAs)
You've identified the right account and the key players — now timing becomes critical. You’ve run campaigns. Now it’s time to begin direct conversations.
This is where 6sense Qualified Accounts (6QAs) can provide a significant advantage. Here’s the unfortunate truth of B2B sales: Most of the time, buyers don’t want to talk to you.
A 6QA is an account that 6sense has identified as highly qualified based on genuine interest and a high probability of conversion. These aren't contacts who downloaded content months ago for initial research; these are accounts showing strong signals that they are serious about making a buying decision now.
Key takeaway: Use 6QAs to optimize your outreach timing. Prioritize accounts demonstrating increased engagement and stronger intent signals to ensure your conversations happen when prospects are most receptive.
An Introduction to 6sense Qualified Accounts (6QAs)
The Execution: Crafting Compelling Outreach 📞
This is where refined outreach skills deliver results.
For calls, preparation and personalization remain fundamental — research your contact and their company thoroughly and use "tailored permission openers" that show you’ve done your homework.
For written communication, 6sense Sales Copilot serves as your strategic partner. It leverages 6sense intent and buyer data to generate personalized, relevant prospecting messages that resonate with your contacts' specific interests and challenges. You can customize the format and content to align with your voice while maintaining that crucial personalization.
Turn Multi-Threading into Your Competitive Advantage
As B2B buying committees grow more complex, sales professionals who master multi-threading have a clear edge. Remember: the most successful sellers don't just sell to individuals—they sell to organizations. Multi-threading is your pathway to becoming that trusted advisor who understands and addresses the needs of the entire buying committee.
Ready to transform your approach? Put these strategies into practice and watch your pipeline strengthen, your sales cycles shorten, and your win rates increase.
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