ZenIQ

ZenIQ operated as an account-based marketing (ABM) and sales orchestration platform, founded in 2015 by Srihari Kumar, Anindo Mukherjee, and Mark Ogne. The company was established to address the growing need for more sophisticated B2B marketing strategies, moving beyond broad lead generation to a more targeted, account-centric approach. Its platform was designed to help marketing and sales teams coordinate their efforts by providing a comprehensive view of target accounts.

The core of ZenIQ's business was its software-as-a-service (SaaS) platform, which served B2B enterprises looking to implement or scale their ABM practices. The technology integrated with customer relationship management (CRM) tools and other marketing systems to aggregate and cleanse data. Key features included robust data enrichment for contacts and accounts, automated lead-to-account matching using AI, and an intelligent workflow engine that guided marketers on the next best actions to take across various channels. This functionality aimed to eliminate manual processes and improve the personalization and timing of marketing messages.

Financially, ZenIQ's revenue model was based on subscriptions to its platform. The company successfully attracted venture capital, with investors including Costanoa Ventures and Salesforce Ventures. Positioned as a contender in the ABM platform market, ZenIQ focused on providing tools that orchestrated complex marketing plays and delivered measurable impacts on pipeline and revenue growth.

In a significant market consolidation move, ZenIQ was acquired by 6sense, a prominent demand orchestration platform, in April 2018. The acquisition was a strategic move by 6sense to accelerate its product roadmap by over two years, integrating ZenIQ's orchestration, data enrichment, and workflow automation capabilities directly into its own platform. This allowed 6sense to offer a more comprehensive, end-to-end ABM solution. Following the acquisition, the ZenIQ technology was integrated into the 6sense portfolio, and the entire ZenIQ team joined the acquiring company.

Keywords: ZenIQ, 6sense, account-based marketing, ABM orchestration, B2B marketing, sales orchestration, lead-to-account matching, marketing automation, Srihari Kumar, data enrichment, predictive intelligence, demand orchestration, martech, marketing technology, lead conversion, pipeline acceleration, customer engagement, marketing workflow, SaaS, venture capital