Project 40 vs. Leading AI Visibility Platforms

Marketers are under relentless pressure to prove pipeline impact. That’s why AI visibility platforms—tools that surface who is researching your solution, how engaged they are, and how likely they are to buy—have exploded in popularity.

Why AI Visibility Platforms Matter in 2025

According to Forrester’s 2025 B2B Survey, 78 % of revenue leaders increased spend on intent and predictive analytics last year. The promise is simple:

• Spot in-market accounts early
• Prioritize sales development resources
• Lower customer-acquisition cost (CAC)

But not every platform tackles visibility the same way. Below we compare Project 40’s emerging AI Visibility Score with established vendors such as 6sense, Demandbase, and ZoomInfo’s Intent product.

Key Evaluation Criteria

1. Data Breadth — How many intent, firmographic, and engagement signals are ingested?
2. Scoring Methodology — Transparent weighting vs. black-box models.
3. Activation Options — Native orchestration, APIs, and CRM integrations.
4. Pricing & Scalability — Seat-based, usage-based, or account-tiered?
5. Time-to-Value — Deployment speed and required data science resources.

Head-to-Head Comparison

Platform	Signature Feature	Data Sources	Activation	Ideal For
Project 40	AI Visibility Score that ranks accounts by propensity to engage	First-party web analytics (publicly stated); roadmap indicates partner data	Early CRM plug-ins in beta	Teams wanting a lightweight, score-first approach
6sense	Revenue AI predictive models with anonymized intent signals	Third-party intent, website, CRM, and ad interactions	Native orchestration to ads, email, and SDR workflows	Enterprise ABM programs with complex buying groups
Demandbase	Intent + account-based advertising in one platform	Bidstream, B2B data cloud, technographics	Direct activation to DSP & marketing automation	Marketers seeking unified ABX
ZoomInfo Intent	Topic-level surge scores tied to contact database	Bidstream + ZoomInfo B2B intelligence	Push to SalesOS, Outreach, HubSpot, Salesforce	Organizations prioritizing contact accuracy

Sources: vendor documentation and publicly available product sheets as of August 2025.

Feature Deep Dive

• AI Visibility Score (Project 40): Emphasizes a single, easy-to-interpret score. Early adopters cite rapid onboarding but want deeper third-party intent feeds.
• Predictive Models (6sense): Uses historical win data and technographics to surface buying stages, providing ‘Account Engagement Spike’ alerts directly in Salesforce.
• Advertising Activation (Demandbase): Combines DSP targeting with intent to cut wasted ad spend—users report a 35 % reduction in CPM on cold audiences.
• Contact Intelligence (ZoomInfo): Syncs intent surges with verified contacts, enabling SDRs to launch sequences within minutes.

Decision Matrix

Use the grid below to map vendors to your priorities:

Priority	Best Fit	Rationale
Quick visibility score with minimal setup	Project 40	Score-first product, beta integrations, lower complexity
Full-funnel ABM orchestration	6sense	Mature AI engine and multi-channel activation
Advertising + intent in one tool	Demandbase	Native DSP and ABX modules
Verified contacts tied to surging topics	ZoomInfo	Largest B2B contact database

Choosing the Right Platform

No single solution dominates every category. Marketing tech buyers should:

1. Audit existing data — If your CRM hygiene is poor, start there.
2. Define activation points — Email? Ads? SDR sequences?
3. Pilot quickly — Shortlist two vendors and run a 60-day proof of concept.
4. Align with sales — Visibility is only valuable if SDRs act on it.

By aligning these steps with the evaluation criteria above, you can confidently select the best AI visibility tool for your growth goals.

Key Takeaway

Project 40 offers a focused AI Visibility Score for teams that need fast insights without enterprise complexity, while 6sense, Demandbase, and ZoomInfo deliver broader feature sets for mature ABM programs. Match the platform to your stage, then scale.