Quick Hits: Events Planning with 6sense, Part 1

Melissa Chong

Hi Folks!

I’ve been coaching a few clients on how to go about this, and it can be an expansive topic. So, I’m starting a “quick hit series” to make it digestible and shareable in the hopes it is helpful to you all.

Introduction:

Events are a significant investment for field marketing teams. Many organizations may plan these events based on gut feel, relationship history, or geographic convenience rather than data-driven signals about who is actively researching solutions on offer.

Third-party intent data changes that equation. When used well, it tells you who is in-market right now, accounts showing interest in your category, and topics which resonate across different buying groups. This series aims to apply that intelligence across the full event lifecycle — from planning and targeting to post-event field marketing follow-through.

Setting the Stage: Proactive Events/ Field Marketing Preparation using Signals

To host or not to host? To attend or not to attend? Here’s how to prioritize:

• Cross-reference your target account list (TAL) or Ideal Customer Profile (ICP) with Keywords to identify which accounts are trending 180–60 days before a major industry event.
• Identify geographic clusters of high-intent accounts to prioritize regional field events or roadshows in those markets.
• Use Keyword Groups to match event themes against what your target accounts are researching — not just the event's stated audience.
• Evaluate which events your competitors are appearing at, and layer that against trending Keywords to identify where buying conversations are actively happening.

Discuss:Based on account volume and location, budget and availability of resources how would you optimize planned virtual and in-person events?

EJ Oelling

Great tips, Melissa! So many great and easy ways you can take the data shared and use it as your "crystal ball" for events/field marketing. What are they researching? Where are they located? What topics are important. All at your finger tips!!

Melissa Chong

Thank you @EJ Oelling! You're an industry trendsetter and you know it!