On November 3, at its Breakthrough 2026 conference in Las Vegas, 6sense announced a full rebrand: from "your ABM partner" to "your partner for agentic GTM." Alongside the new positioning came a slate of product announcements — a BDR Agent, an AI Visibility product, explainable account scores, and a generally available MCP server.

The ABM category leader just told the market that account-based marketing "has evolved to include agent-based marketing." That's a big statement from the company that largely defined the ABM category, and it's worth unpacking what was actually announced, what's shipping versus what's in beta, and what it means if you run an SDR team that doesn't have a six-figure martech budget.

Sometime this year, the "user" on the other end of your product stopped being reliably human. We've written about AI agents replacing search traffic and about vendors coining "business-to-agent" as a category. This post is the practical sequel: what we actually shipped so that an AI agent can operate MarketBetter — not read about it, operate it.

The short version: our entire API surface — over 1,100 operations at the time of writing — is now reachable by agents through exactly three generic tools, on two rails. One rail is a remote MCP connector. The other is a bring-your-own-key skill for an agent tool catalog. Neither rail ships a single hand-written per-feature tool.

There's a lead-leak in B2B inbound that almost nobody instruments: the person who fills out your demo form, passes qualification, gets shown a live calendar with open times — and closes the tab.

Your CRM says a lead was created. Your form analytics say the form converted. Marketing counts it. And then nothing happens, because every system involved considers its job done. The one thing that didn't happen is the only thing that matters: no meeting exists.

In late October, one of our customers asked us for exactly this: follow up with people who fill out our demo form but don't book a meeting, using what we know to personalize the outreach. We shipped it over the following week, and it's live now as an opt-in for every workspace running our scheduler. This post is what it does — and, just as deliberately, what it refuses to do.

A champion changing jobs is the warmest signal in B2B sales. Someone who already bought from you just landed somewhere new, with new problems and new budget. Every champion-tracking vendor — us included — has been telling you some version of that story for two years.

Here's the part of the story nobody leads with: most of the "job changes" these systems detect aren't new. They're old news your CRM was too stale to notice.

We pulled the numbers on one customer's workspace this fall. Of 216 champion job-change signals detected over a 60-day stretch, only 20 involved a role the person had started within the previous 90 days. 98 of them — nearly half — were moves into roles the person had started more than two years earlier. Reps enrolled them in outreach anyway, and real prospects got "congratulations on the new role" emails for jobs they took in 2018.

That's not a warm signal. That's a cold email with a timestamp problem, sent to the exact person whose goodwill you could least afford to burn.

So we changed how the whole pipeline works. As of November 3, a detected champion move becomes a signal — with outreach, owner routing, and email lookup — only when the new role started within the last 60 days. Everything older is still recorded on the champion's history, but nobody gets congratulated for ancient history again.

Think about what it cost to get one buyer to say "not now". Ads, events, content, SDR hours, maybe a demo and a few weeks of an AE's time. Then the deal stalls or the buyer says the timing is wrong, and in most companies that person drops into a CRM view nobody opens again.

That list is the cheapest pipeline you have. These people know your name, have seen the product and have told you the problem is real for them. What they lacked was timing, budget or the right person in the seat. All three change, and when they do, you want to be the vendor they already think of.

This guide is a plan a marketing team can own for three groups: people who said "not now", people who took a demo and never bought, and deals lost on timing, budget or a change of decision maker.

Website visitor data is one of the most persuasive reports a marketing team can show: dozens of named companies on your site this week, some of them on the pricing page. It is also one of the easiest reports to get wrong.

A good share of what looks like intent is not a buyer at all. It is a crawler checking your pages, a security scanner, your own team, an existing customer logging in, or a partner looking up a link. Route that to sales and two things happen: reps waste time on accounts that were never in market, and they stop trusting the signal, including the real ones.

This is a 30-minute audit any marketing or RevOps leader can run on last month's visitor data. You do not need a data team. You need an export and a little scepticism.

Most of our customers sell globally. IoT connectivity deals in Germany and Japan, EHS compliance deals across five European markets, logistics deals in Brazil. Their buyers read email in their own language — and reply rates show it.

Until this week, running a German campaign in MarketBetter meant writing your templates in German and trusting the AI to take the hint. It usually did. "Usually" is not a word you want anywhere near your outbound.

So we shipped the obvious thing, and then the less obvious thing that makes it actually trustworthy. In the campaign builder's Voice step — right next to tone and AI Context — there's now a Language control. Pick German, and the campaign's emails are generated in German. All of them. Every touch, every follow-up, for every contact on the list.

The pickable set today: Czech, Dutch, French, German, Greek, Hungarian, Italian, Japanese, Korean, Polish, Portuguese (Brazilian and European), Romanian, Spanish (Castilian and Latin American), Turkish, and Ukrainian. English isn't on the list because the default already handles it — more on that below.

A buyer fills out your demo request form on Tuesday. On Thursday they're back on your site with a real question — pricing, security review, rollout timeline — and they open the chat widget. The first thing your chatbot says to this warm, self-identified, already-in-your-CRM prospect:

"Can I get your email so the team can follow up?"

They already gave it to you. Your CRM knows them. Your marketing automation is mid-sequence on them. The only system on your website that doesn't know they exist is the one talking to them.

We measured how often this happens across our own CRM-connected chatbot deployments: over a 90-day window, 13% of chatbot leads were already a contact in that customer's CRM, and 5% had already submitted a form on that same website. The bot asked every single one of them for their details again.

Today that stops. The MarketBetter chatbot now recognizes visitors who already submitted one of your website forms — and there's a second half to this release that matters just as much: what we deliberately didn't turn on, and the accuracy bar it has to clear first.

Outbound personalization has a last-mile problem. Teams spend real money personalizing the email — the signal, the opener, the proof point — and then the click lands on the same generic homepage every other prospect sees. The one moment a buyer voluntarily gives you their attention, you hand them the brochure.

Today we're shipping personalized landing pages in MarketBetter: for every account in an audience, the platform generates a dedicated page that reads like it was written for that account and looks like it belongs on your website — your fonts, your colors, your buttons, your layout. Not a page-builder template with your logo pasted on. Your actual design, captured from a page you already published.

And because a web page is public in a way an email never is, every page passes a human review gate before it goes live. More on that below — it's the part we sweated most.

Three weeks ago we launched Loops, our sales nurture agent, with a claim that made some people wince: most days, most people get nothing — that's the feature. A loop emails a non-responder only when a genuinely new update fits them, and a second AI can veto any send.

The launch post was about the sending machinery. A month of production taught us something we didn't fully appreciate when we shipped: a nurture agent that mostly stays quiet generates a surprising amount of signal around the sends — in the replies that aren't a yes or a no, in accounts that start moving while they're parked in the loop, and in the rhythm of the loop itself.

This is the follow-up in the same spirit as our Clay field report: here's what we learned, what we changed, and four questions we'd genuinely like your take on. We're still looking for design partners who want to argue with us.