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!

Nikke Rose

Great piece, @Melissa Chong! Highly useful tips here, as indeed events are too expensive to be planned on gut feel and relationship history alone. This is such a practical way to bring buying signals into the field marketing motion.

I especially like the point about matching ICP/TAL, intent keywords, geography, and competitive presence before committing budget. That’s where events shift from “we should probably be there” to “this is where the right accounts are already showing movement.” Looking forward to reading Part 2 next!

Melissa Chong

Totally @Nikke Blout! There are a ton of events to choose from, but not enough time to do all of them. We also have an "attention deficit" right now, where folks are spread so thin but need specific information that addresses problems just-in-time. Intent signals can certainly help illuminate that before, during and after an event!