Ideas for Awareness Campaigns B2B

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Andrew Mera
Andrew Mera Posts: 10 ✭✭✭✭
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Hello RevCity,

I am looking to test 6sense for awareness campaigns. I am thinking of using Awareness and Target stages and contextual campaigns. The main KPIs are impressions and reach.

I would like to know what other folks have tried. What works well and what does not?

Thanks in advance.

Andrew

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  • charlotte.spangler
    charlotte.spangler Posts: 56 ✭✭✭✭✭

    Yes! We've done this a ton with various blogs and ebooks. I've done some targeting with keyword intent (for product or problem/solution), which I think is helpful.


    Pros: It has definitely driven more traffic and increased the buying stages of those accounts. I see people opening more marketing emails from us after these campaigns start. I don't have any evidence of those campaigns resulting in actual revenue but they do seem to work.

    Cons/Warnings: We've never gotten an actual ebook download directly from 6sense. Maybe a view-through but those are few and far between. And a lot of the site traffic direct from 6sense has a super high bounce rate.

  • Andrew Mera
    Andrew Mera Posts: 10 ✭✭✭✭

    Thank you, Charlotte. This is very helpful. The purpose of the campaign I plan is to increase awareness and engagement. Good to know about the super high bounce rate

  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    My 2 cents: Leave out the Target accounts. Use Profile Fit to narrow your audience (Strong & Moderate) as well as keywords (as noted by Charlotte).

    We've done a few awareness campaigns, they tend to be lower account click and view throughs overall (but impressions/reach are good).

    The other idea is to use a staged-based campaign set (something I have yet to do, but something 6s advocates) something like:

    Group 1 - Awareness (provide general info)

    Initial group of accounts, haven't yet visited your website in the past X days.

    Group 2 - They Know You (why your org - info that makes you different, more data to help them on the journey)

    Accounts that have hit the target link from your campaign (and fit other criteria noted in initial segment)

    Group 3 - Move in the funnel (calls to action, case studies)

    Accounts that were in the segment above, and visited your website more than 2x in the past x days.

    Like I said, i haven't yet had a chance to do any stage-based campaigns (we have a limited team so multiple programs/ads for one campaign is a bit challenging), but it is something that the 6sense team has advocated when looking to create awareness and move orgs down the funnel.

    Hope that helps.

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