Quick Hits: Events Planning with 6sense, Part 3

Melissa Chong

Now that we've looked at planning, how can we use 6sense to fortify our events on site?

Part 3: Create Relevant and Meaningful Conversations at your Event

Create a contextual starting point for your reps versus a generic pitch!

Preparation steps for the onsite team:

• Based on prepared account Tier Model we used in Part 2 of this Series, prepare conversation cards around themes derived from Keyword Groups and make relevant notes around verticals or product subscriptions (for existing customers).
• Develop Competitor conversation cards based on Keyword clusters involving competing brands and your solutions. These require a differentiation-forward talk track instead of standard discovery.
• For Keywords related to new product or solutions, prepare reps with a list of accounts which are engaging here and include Intent Engagement versus Web Visits Conversion rates; this tells you how much external research and on-brand web research is being done.

Give people a reason to meet you onsite, based on areas of interest:

How to differentiate attendees based on intent data?

Not every visitor or attendee is equal. Pairing badge scan data or meeting logs with pre-event intent scores allows your team to instantly plan interactions and direct the right resources to the right conversations!

• Ensure you run an updated Intent Score or Segment Name push into CRM with Data Workflows.
• Pre-load intent-scored account lists into your Event App or badge scanning tool so reps can see a priority flag when scanning a badge.
• Route high-intent visitors to Senior Account Executives or Solution Consultants, especially those needing specialized support.
• Flag accounts that are surging but have no scheduled meeting. Alert your team to engage them in person for a quick coffee chat or send a message to them in your Event App to schedule a quick 15 minutes meeting about a subject they care about!
• Track which sessions, demos, or workshops high-intent accounts attend. Cross reference that with Buying Stage or 6QA status, so you can prioritize and tailor your follow up after the event.

Discuss:

What creative onsite campaigns or engagements have been most helpful in starting conversations with your attendees?