Identifying Potential Resellers Using 6Sense

Mike McKeown

We’re currently exploring how to best leverage 6Sense to identify potential resellers for our niche mobile app security solution but we’re encountering some challenges due to the nature of our targets. Many of our ideal resellers are smaller companies that may not generate high levels of intent signals, making it difficult to surface them effectively - I’ve tested some of our existing resellers  against 6Sense as setup and they aren’t showing much intent, although it seems to be working for larger end customers. 

Our target resellers are often in very broad industries such as technology, which makes narrowing down the search tricky. While we’ve integrated technographics and keywords, and as well as linked the account temperature data into Salesforce, we’re still looking for ways to refine our strategy.

Anyone have tips and techniques for using 6Sense to find smaller potential resellers for a B2B technology product?

Thanks so much for your support.

samata_b

Hi @Mike McKeown
I have worked for an enterprise services and solutions business, and encountered similar challenges.

• The most important thing I regularly did was review and update our ideal customer profile (ICP) and buyer personas to ensure 6Sense was working with the most accurate and relevant data for our niche market.
• Refined our keyword groups to include more specific short-tail and long-tail keywords, as well as broader industry terms.
• And created separate groups for brand, generic, and competitor keywords. This approach helped identify accounts that were not showing intent on generic keywords but were searching for our competitors.

You may want to try some of the following strategies, in case you haven’t already:

1. Create keyword clusters around these ideas:
   1. Channel partner terminology
   2. Reseller certification programs
   3. MSP/VAR industry events
   4. Distribution partnership terms
   5. Long-tail keywords related to mobile app security reselling or broader industry terms (These can help capture intent from smaller companies that might be researching niche topics.)
2. Leverage alternative data points when traditional intent is limited:
   1. Job postings indicating channel sales roles
   2. Social media activity showing partnership announcements
   3. Company news about new vendor relationships
3. Conduct account profiling based on historical data:
   1. Experiment with creating "lookalike" audiences or profiles based on your existing successful smaller resellers.
   2. Look for companies with similar characteristics but exclude traditional intent metrics.
   3. Use your existing reseller base to identify common attributes that might not be immediately obvious.

Let me know if any of these pointers worked for you.

Thanks / Samata