How to Integrate 6sense with Your Headless CMS

What is 6sense?

6sense is an account-based marketing and revenue intelligence platform used by B2B marketing, demand generation, and sales teams. It identifies anonymous website traffic, scores accounts, tracks intent signals, and helps teams build segments for advertising, personalization, and sales outreach. It sits in the Marketing & Advertising category because teams use it to decide which accounts to target, what message to show, and when to hand interest to sales.

Why integrate 6sense with a headless CMS?

If your website treats every visitor the same, you're leaving 6sense data outside the place where it matters most. A visitor from a target account in a late buying stage shouldn't see the same hero, proof points, and CTA as a student, competitor, or early-stage researcher. Connecting 6sense to a headless CMS lets your site use account fit, industry, segment, and buying stage to choose content at request time or publish time.

Architecture overview

A typical Sanity and 6sense integration has two flows. First, on the content side, marketers publish a landing page or offer in Sanity Studio with fields such as 6sense segment ID, industry, buying stage, campaign ID, canonical URL, and fallback CTA. A Sanity webhook fires on publish, or a Sanity Function runs on the mutation. The handler uses GROQ to fetch the published document and its referenced assets, product data, campaign metadata, and localization fields from the Content Lake. It then calls your 6sense API endpoint, usually the tenant endpoint provided in the 6sense Developer Portal or by 6sense Support, to register or update the content metadata used by your personalization, campaign, or custom activity workflow. Second, on the visitor side, your site loads the 6sense Web Tag or calls the 6sense Company Details API from a server route. The response identifies account attributes such as company, domain, industry, segment membership, fit, and buying stage. Your front end then queries Sanity for the matching content variant, renders it, and falls back to default content when 6sense doesn't return a match.

Common use cases

Step-by-step integration

1. 1

   Set up 6sense access

   Create or use an existing 6sense account, install the 6sense Web Tag on your site, and request API access from the 6sense Developer Portal or your 6sense account team. Confirm your tenant base URL, API key or bearer token format, allowed IP ranges, and the endpoints enabled for your package, such as Company Details, Segments, or Custom Activities.

2. 2

   Model the campaign fields in Sanity Studio

   Add schema fields for the data 6sense needs: page URL, campaign ID, 6sense segment ID, target industry, target account tier, buying stage, fallback CTA, and personalization variants. Keep these as typed fields and arrays, not pasted JSON, so editors can work safely and GROQ can query them directly.

3. 3

   Create the publish trigger

   Use a Sanity webhook filtered to published campaign documents, or create a Sanity Function that runs on create, update, and delete mutations. Include the document ID and dataset in the payload so the handler can fetch the full document from the Content Lake before calling 6sense.

4. 4

   Call 6sense from server-side code

   In the handler, use @sanity/client and GROQ to fetch the exact fields for the page and any referenced assets. Then call your enabled 6sense REST endpoint with the page URL, segment IDs, campaign metadata, and status. Keep the 6sense token in environment variables, not in Sanity Studio or browser code.

5. 5

   Build the personalized front end

   On the website, load the 6sense Web Tag or call the Company Details API from a server route. Use the returned account attributes to request the right content variant from Sanity, then render a fallback variant when the visitor can't be identified.

6. 6

   Test with real segment scenarios

   Test at least three cases: a known target account, a known non-target account, and an anonymous visitor. Verify that Sanity publish events reach 6sense, the front end chooses the expected variant, and default content appears when 6sense doesn't return segment data.

Code example

import {createClient} from '@sanity/client';

const sanity = createClient({
  projectId: process.env.SANITY_PROJECT_ID!,
  dataset: process.env.SANITY_DATASET!,
  apiVersion: '2025-01-01',
  token: process.env.SANITY_READ_TOKEN!,
  useCdn: false
});

export default async function handler(req: Request) {
  const {documentId} = await req.json();

  const page = await sanity.fetch(`
    *[_id == $id][0]{
      _id,
      title,
      "url": slug.current,
      campaignId,
      sixsenseSegmentId,
      buyingStage,
      targetIndustries,
      "assetUrl": heroImage.asset->url
    }
  `, {id: documentId});

  if (!page?.sixsenseSegmentId) {
    return Response.json({skipped: true});
  }

  const res = await fetch(`${process.env.SIXSENSE_API_BASE_URL}/v3/activities`, {
    method: 'POST',
    headers: {
      Authorization: `Bearer ${process.env.SIXSENSE_API_TOKEN}`,
      'Content-Type': 'application/json'
    },
    body: JSON.stringify({
      activityType: 'content_published',
      campaignId: page.campaignId,
      segmentId: page.sixsenseSegmentId,
      url: `https://www.example.com/${page.url}`,
      title: page.title,
      buyingStage: page.buyingStage,
      industries: page.targetIndustries,
      assetUrl: page.assetUrl
    })
  });

  if (!res.ok) throw new Error(`6sense sync failed: ${res.status}`);
  return Response.json({synced: true});
}

How Sanity + 6sense works

CMS approaches to 6sense

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