6sense Segment A/B Testing

ssalyer

Our team is looking into doing some A/B testing with one of our segments to see how our marketing activities (emails and ads) move the needle on buying stages and/or meetings set. Our hypothesis is that those who are exposed to these marketing activities see higher velocity both through the buying stages and in holding meetings.

We would like to go about this by creating a specific segment of accounts in certain buying stages, export the list, and then randomly assign accounts into an A group or B group. We will then import each segment as a static list into 6sense and assign ads/emails to group A and none to group B and observe over the next few months the activity on these accounts. It's obviously not a perfect experiment as we can't guarantee absolutely no accounts will be or have been exposed to our brand in the control group, but we are just curious to see how our marketing activities move the needle.

My question is, has anyone had success with similar experiments? How have you gone about experimenting with buying stage progression and segment creation in the past? Anything you wish you had known beforehand? Appreciate the input!

Kimberly Conklin

Hi! Tagging @Chris Dutton and @Saima to help you out

Saima

@ssalyer we use our Segment performance reports to understand which activities are most successful in driving accounts through the buying stages. There's a video where I speak more about this at the 14:30 mark LINK

Tricia W

Yes this is for sure the proper approach to testing the effect of certain activities towards one segment vs none for another. The key is the A/B split being done correctly, equal proportions of whatever your key data points are in both segment (ie size, revenue, industry, geography and any interaction with your firm previously)

marcusmauer

@ssalyer I'm doing this same thing right now and sounds like we have a similar approach. I grabbed a representative group of accounts from our target list, created a static segment with a csv upload, and now suppress that segment from all programatic activities. We'll check in on buying stage progression and pipeline in the Control Group segment vs our active campaign segments.