6sense is a complicated tool and proper configuration of the predictive model is the key to success when using 6sense
The revolutionary nature of 6sense lies in its unique ability to connect both Marketing and Sales departments, providing valuable market insights, intent data, orchestrations, and information from the Marketing team to the Sales team.
To fully harness the potential of the platform, Demand Gen Managers, Business Development Reps, Field Marketers and Digital Marketers must be aligned with it's usage.
A proper 6sense configuration needs to look like this:
The most important aspect of 6sense is to use it's analytics and intent data, combined with the success of the BDRs (ROI Attribution), to build a successful 6QA model that is optimize by your category and market inside 6sense and then use those signals and amplify the demand so that more BDRs can get on the program.
This process is different for every single company, but it looks similar to this:
If you are implementing 6sense, chances are, you probably already have an outbound motion already in place and your plans are to refine this process further so that it's more efficient and scales better.
When the initial set up is finished, 6sense will provide a list of Accounts in various stages: Target, Awareness, Consideration and Purchase. These are still too many Accounts.
We recommend that you set up 10+ testing segments, mark them with the 6sense Orchestration settings (Segment Name Enrichment) and then tie that data to Open Opps. This way, it's much easier to see which segment drives the most Opps. Learn how to do this by reading this article.
BDRs would be happy to help you with your integration of 6sense. Each product is different and there are different signals when someone is ready to implement a specific tool. For some of our clients, we've noticed that when an Account implements a specific Adjacent Technology (article coming soon), then that means that there are certain activities at the Account that might suggest that they might need another type of software or technology in their stack.
We would've never known this if we haven't talked to the BDRs, but knowing this, we can re-configure the 6QA score or the specific targeted segments in order to monitor these signals so that the BDRs are working on Accounts that are very close to buying the tool that our client sells.
This is super crucial, as timing in certain Enterprise deals is everything.
Once we are certain, when specific Accounts are in the early stage of the procurement process, we can amplify the demand generation strategy by running Marketing campaigns. This way, when a BDR starts a conversation through either a cold email or a cold call, the prospect is aware of the company, the services they provide and it's much easier to start a conversation.
Although, it's not possible to see certain signals due to privacy protection laws, this data is still useful to gives us signals which handful Accounts to prospect.
When this entire process is finished, it's much easier to scale. There is a single process, fully automated and easy to explain which can skyrocket any BDRs performance even if they are just starting out in their career. This is the biggest power of 6sense, as many Enterprise deals come and close in a certain period (usually Q4) and having this scaling power means that your business would be able to win a lot more deals, while your competitors are too busy spraying and praying.
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