Partner Marketing with 6sense - can anyone share some best practices?

polyna

Hi! We're new users of 6sense trying to figure out how we can use the intent data for partner marketing. Does anyone have a use-case they can share? Or best practices for incorporating the intent keywords to support partner marketing? Any advice on how to create a partner dashboard that will help unlock the dark funnel without skewing prospect intent results?

Appreciate your time and any info you can share :).

Brandon McBride

At a previous job, we had some well-known partners in the data space (Databricks, Google, AWS, etc.) and we would put together two types of lists. Since we were often selling into these environments, there wasn't an issue of skewing the data - we already wanted to know who was using partner products.

• The first list consisted of accounts with the partner product showing intent for our product.
• The second list consisted of accounts with neither product showing intent for both products.

We were able to use these lists to demonstrate specific targeted audiences and request partner funding to help drive our campaigns. Our product often drove an increase in partner product usage, so the first list represented an opportunity for partners to expand their footprint in current customers. The second list represented opportunities for both companies to gain net new logos.

How you work with your partners and how the products benefit one another will be a main driver behind how you approach partner marketing with 6sense.

polyna

Thanks so much for your insights, @Brandon McBride! We don't typically sell into our partners, but will try your approach of balancing two lists.

Brandon McBride

Good luck! Let me know if you need clarification on anything. That approach worked for us because clients used both our tech and our partner's tech and it gave us an opportunity to sell our product using my favorite budgeting format: OPM (other people's money). 😁