Targeting Manufacturers at the Plant Level

DChang
DChang Posts: 4 ✭✭
in Manufacturing, Logistics & Supply Chain

Am seeking tips from those of you whose target audience is manufacturing plants. Since they all share the same domain as their corporate office, how do you identify each plant?"

Comments

  • Jared Chism
    Jared Chism Posts: 1 6senser

    Hi @DChang!

    This is a great question! As of today, we don't have plant-level data available in platform as a specific dataset, so that would be data you would need to have already.

    I've worked with numerous 6sense manufacturing customers who have this data in CRM and/or CSV format. For example, you might have a Parent-Child CRM Account/Company structure that differentiates between HQ and Plant-level Account/Company records and can be used to ensure Accounts being sourced in a Segment have at least one child (i.e. plant-level location) Account/Company record within a specific geographic location/territory. So when building a segment, you might use a combination of CRM Parent Account equals <empty value> AND CRM Account State equals <State> AND CRM Account City/Zip equals <City/Zip> to define this audience.

    From an advertising standpoint, targeting plant-based job titles/personas can help ensure ads are reaching people who work at the plant-level, though it would not necessarily limit targeting to a specific plant. You may be able to target more specific locations by leveraging our 6sense Segments for LinkedIn, Meta, or Google functionality and using their native targeting capabilities on top of a 6sense segment to reach a more targeted audience.

    (On a related note, there are some upcoming enhancements to our Segmentartion functionality that I believe will help with this use case, so stay tuned!)

    Lastly, while the question was focused on the marketing perspective, I will add that focusing in on more location-specific target audiences is available today in Sales Intelligence (SI Growth & SI Enterprise tiers). Using the Contacts Discovery tab, you can identify contacts in specific locations (by zip code, state/territory, etc.) at companies that are showing high intent which can help Sales Reps with geographic-based territories narrow in on the contacts and companies in their territories they should be prioritizing for their outbound prospecting.

    Hope this helps!

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