Using Account Intent Scores in Lead Scoring?

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leah.pemberton
leah.pemberton Posts: 4 ✭✭✭
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While we have a 6QA process outlined at my organization, we do still have a traditional lead scoring/MQL model. Wondering if other organizations have both, and if so, do you leverage any account insights from 6Sense (like lead is associated with a 6QA → upscore it) to surface the right leads at the right accounts to your sales team?

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  • Heather Foeh
    Heather Foeh Posts: 113 6senser

    @leah.pemberton You might find this webinar recording helpful!

    https://revcity.6sense.com/home/discussion/817/how-to-supercharge-your-mqls-with-6sense
  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    Yes! We had an MQL program prior to adopting 6sense. The system would look at factors at both the contact level (how interested are we in this particular contact/account) and their engagement level (how interested are they in us).

    Once we had the 6sense model running, we had the system make a final check before it created a lead - is the account in Purchase or Decision? If yes, then the lead is created. If no, then nothing happens. This helps us keep the MQL program but marry it with the 6sense data.

    We are looking at refining this process even further in the future and checking to see if the account already has an open opportunity created within the past month. If yes, then even if Purchase or Decision, we'll probably not create a lead. This part is still being debated.

    In addition to the above, we assume a level of usage of 6sense for all sales. So we're tracking all 6QA accounts via an orchestration that adds contacts to a campaign each quarter. If the account is in 6QA then the system adds a contact (for our purposes it doesn't actually matter which contact) to the campaign. If an opportunity is created after the association to campaign is made, regardless of the contact from which it's made, the campaign sees some level of influence attribution.

  • leah.pemberton
    leah.pemberton Posts: 4 ✭✭✭

    Thanks for your insight @Jana_Marketing_Maven !

  • Taylor Matysik
    Taylor Matysik Posts: 46 ✭✭✭✭✭✭

    @leah.pemberton We have both an MQL criteria/process and leverage 6QA here at Perforce. MQL is still very much the primary indicator from marketing to sales that an account is ready for outreach based on the activities we place the highest value on (e.g. form fill vs blog page view). 6QA is predominantly leveraged by our BDRs (who are outbound motion focused) and our Account Executives. They use 6QA to identify accounts who might later MQL but from an intent perspective and primed for outreach and engagement now.

    To me, 6QA offers the benefit of identifying the right time for sales to begin their engagement motion on an account. It can also offer a proxy for when marketing should shift their CTA from being education focused (e.g. download a whitepaper, visit our blog, read this customer case study) to more conversion focused (e.g. free trial, demo, pricing request, meet with our technical team, etc.) in an effort to get them into our pipeline.

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