6Sense Segments + LinkedIn Ads

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Dom M.
Dom M. Posts: 4 ✭✭
edited April 2023 in All Discussions

Hi RevHeads (is that a thing?)

We utilize the 6Sense segments by layering them with LinkedIn's job title targeting to display LinkedIn ads to the most relevant prospects. 

We are pretty niche, so the segments don't populate as many accounts as other companies, so we're pulling from a smaller audience pool. 

Although the audience is smaller than a traditional LinkedIn ad campaign, we hope to market to a stronger group of prospects with a history of intent. We also have ads that are both gated and ungated. 

Does anyone deploy a similar strategy? If so, what metrics do you use to measure success?

Any other recommendations are appreciated.

Thanks!

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Comments

  • Heather Foeh
    Heather Foeh Posts: 113 6senser

    Oh man -- I love "RevHeads" - you win the internet today, Dom! 😍

  • Sarah Wylie
    Sarah Wylie Posts: 127 6senser

    Echoing @Heather Foeh -- you absolutely take the cake for your "RevHeads" creativity, @Dom M. 😎

  • Dom M.
    Dom M. Posts: 4 ✭✭

    Thank you! @Heather Foeh @Sarah Wylie 😁

  • Kyle Dugan
    Kyle Dugan Posts: 23 6senser

    Hi @Dom M.

    We use a similar approach to our LinkedIn campaigns, with the exception of ads leading to gated content. We have a few different strategies, from large audiences with top of funnel content to very granular audiences with bottom of funnel content. Your success metrics will really depend on the goal of each campaign, engagement, content viewed, conversions. Here is what we measure for our campaigns.

    • CTR
    • CPC
    • Conversion Rate
    • Cost per conversion

    When you run campaigns at smaller audiences be sure to monitor your avg frequency (under the delivery column). Monitor your metrics and look for the frequency point at which your performance drops off. Once you know that, you'll have a good idea of when to refresh your ads and creative to maintain your performance.

  • Dom M.
    Dom M. Posts: 4 ✭✭

    Hey @Kyle Dugan - Thank you so much for sharing. I'm excited to evaluate the frequency data. That makes a ton of sense!

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    @Dom M. Love RevHeads terminology!! Curious as to how your gated content is working for you- is there a specific reason you're gating it? Thanks for sharing!!

  • Dom M.
    Dom M. Posts: 4 ✭✭

    Thanks, @Rachel Zerilla. We're running both. We publish the gated content to build our contact database and then enroll the folks who convert into lead-nurturing journeys via email automation. We have a lead-scoring mechanism to track and score the activity throughout the nurturing phase.

    As for the performance/success of the gated, we find it to be a mixed bag. I know "gated" is taboo around these parts 😊, so I'm definitely open to exploring new ways to build databases and nurture or any other best practices!

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