Quick Hits: Events Planning with 6sense, Pt 2

Melissa Chong

I'm back after a hiatus from the last article!

In case you missed it, the last article introduced the concept of building ICPs for fields marketing based on Keywords. We also looked at location based on engagement, which can help us prioritize where we can get the biggest cohort of audiences based on topics of interest. Now that we know how to do that, we can dive deeper into audience prioritization and agenda strategy.

Part 2: Building your ICP and Agenda for Field Events

Now that you have a frame of mind for events to attend or run, Keywords can add precision to your outreach list. The concept is in distinguishing between accounts that are warm and in-market from those that are simply “ideal” but not showing current buying activity.

2a) Recommended Framework for Audience Prioritization:

2b) Develop the Agenda based on Keywords

Keywords are great for strategizing topics of interest and relevancy to our audience. The topics your target accounts are actively researching could represent knowledge gaps, unresolved pain points or emerging business challenges. Aligning your event sessions, keynotes, and workshops to those topics increases relevance and engagement.

Recommended Application Framework

Discuss:

If you were to develop or expand your Keywords and Keyword Groups today based on Field Marketing Strategy, what would you do more or differently based on this article?

Nikke Rose

Great follow-up, @Melissa Chong. Appreciate how this moves field marketing from “who should we invite?” to “who is actually showing enough signal to warrant different levels of investment?”

The tiering is especially helpful because not every ICP account deserves the same motion. Some need senior-level outreach, some belong in structured networking, and some are better suited for broader brand touchpoints. That’s where keyword strategy becomes much more than topic planning — it becomes prioritization, personalization, and budget discipline.

On that note and to your question: I’d build keyword groups around the conversations sales actually needs to create: urgent pain, active initiatives, competitive displacement, and executive-level business outcomes. Then I’d use those groups to shape event tracks, invite strategy, and follow-up plays rather than just session topics.

For example, if you’re attending a major industry conference and your target-account list shows several high-fit accounts surging around “cost optimization,” “vendor consolidation,” and “AI automation,” I’d use that signal to shape a more focused field motion.

Instead of only inviting everyone to the booth or a generic happy hour, you could host a small executive dinner for those specific accounts around a theme like: “Scaling Growth While Reducing GTM Complexity” for instance.

Then the keyword data informs who'd get the white-glove invite, what the dinner topic should be, which sales leaders should attend, and what follow-up messaging happens afterward.

That’s the value difference between “we’re going to the trade show” and “we’re using the trade show to create the right conversations with the right accounts.

Melissa Chong

Thank you @Nikke Blout, I love your thought track! The executive dinners and round table discussion points are critical, and 6sense data is the 'cherry on top' if we have direct asks but that's not always the case. Often times we don't have insight into Executive function concerns (or make broad assumptions) and it can be difficult to organize a "just in time" discussion point that makes interactions invaluable.