The company says it will use the funding to invest in AI and related technology to improve its B2B account-based marketing and sales software.

6Sense, a B2B software firm that helps companies market and sell to customers based on their account activity, received $40 million in funding this week. It will use the funds to invest in the artificial intelligence technology that is designed to help companies better understand the purchasing intentions of their customers and tailor marketing and sales efforts accordingly, 6sense CEO Jason Zintak says.

“Our mission is to tackle the biggest challenges facing B2B sellers and marketers by helping brands reach the right accounts for their business at the right time, through the right channels, and with truly engaging experiences,” Zintak says. “Our Series C funding will enable 6sense to further invest in AI-driven orchestration capabilities to help companies of all sizes build and scale account-based programs.”

Based in San Francisco, 6sense says its sells its business software to such B2B customers as Thomas Reuters, a provider of software and information services related to tax, accounting, legal and financial operations; and Clari, a provider of software built with AI technology designed to help companies compile information on their customers and share it across marketing, sales departments. It also lists as customers Baker Hughes, a provider of products and services to the oil and gas industry; I.T. products manufacturer Dell Technologies and internet gear company Cisco Systems Corp.

6sense has raised more than $105 million to date, the company says. The latest funding round is from Insight Partners, a private equity firm whose other investments include ecommerce technology providers Episerver, commercetools and Shopify. Insight recently backed Episerver’s acquisition of Insite Software Solutions, a provider of B2B ecommerce technology designed for manufacturers and distributors.

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