6Sense Key Terms/Glossary

eckunz

Does anyone happen to have a 6Sense Key Terms/Glossary they have made for their respective colleagues?

charlotte.spangler

This is the glossary I include in monthly reporting docs:

Intent: Accounts researched our selected relevant keywords and/or Bombora intent topics

Reached Accounts: Accounts that did one of the following:

-Received emails from HubSpot

-Contacted by the sales team

-Received impressions for 6Sense display ads

Engaged Accounts: Accounts that did one of the following:

-Visited the website

-Opened/clicked an email in HubSpot

-Clicked on a 6Sense display ad

-Responded to or spoke with the sales team

Known Engagement

Account's employees are engaging with sales and marketing tactics in HubSpot/Salesforce

Opportunities Created: An opportunity was created in this month that’s associated with an account that was targeted by ads

I.e. Sportsman’s Guide is in a 6Sense campaign, and an opportunity was created with them this month

$$ associated = ACV

Opportunities Won: An opportunity was won in this month that’s associated with an account that was targeted by ads

I.e. Sportsman’s Guide is in a 6Sense campaign, and an opportunity was won with them this month (includes cross-sell/upsell). $$ associated = ACV

Buying Stages:

Note: The 6Sense Buying Stages are based on the model built from our past opportunities and sales

Target: Accounts currently showing little to no activity and are not actively “in-market” as they are not performing significant levels of research/digital activity. 

Awareness: Accounts that are showing some level of activity and should be treated as top of funnel/early stage.

Consideration: Accounts exhibiting more significant activity compared to their baseline, with a longer history of above-average engagement. This is considered the first ‘mid-funnel’ band and usually shows an increase in conversion rates. 

Decision: Accounts showing significant digital research activity levels across data sources. These account should be treated as mid to low funnel, and should be engaged by Sales/SDRs

Purchase: Accounts at the bottom of the marketing funnel and those most-likely to open an opportunity soon. 

Sarah Wylie

@charlotte.spangler INCREDIBLE glossary! 🤩

eckunz

Thank you @charlotte.spangler Much appreciated!

Grace Kleaveland Kupczak

Hey @eckunz @charlotte.spangler! Grace from the 6sense Marketing Team here.

Sharing an exciting update, we've recently developed a glossary on site to help customers get the definitions they need.

You can visit it here - https://6sense.com/glossary/.

Most of the terms you shared live in here. We are hoping to expand it further, so share if there are other terms you would like to see added here. Thanks!

eckunz

Thanks @Grace Kleaveland k !

Adam Bullock

@charlotte.spangler Fantastic stuff, I had developed a glossary like this for another company I worked for, and what you have is by far more useful than anything I've found officially from 6sense (including their new Glossary). Nicely done, thank you!

charlotte.spangler

I want to update that I updated my definitions for the stages to be easier to understand:

Target: We want to target them, but they are “under a rock.” Accounts currently showing little to no activity and are not actively “in-market” as they are not performing significant levels of research/digital activity. 

Awareness: Aware they have a problem to solve. Have some level of activity and should be treated as top of funnel/early stage. Researching their problems and pain points, but likely not researching specific tools.

Marketing goal: Introduce us as a resource and thought leader.

Consideration: Considering the solutions to their problems. More significant activity compared to their baseline, with a longer history of above-average engagement. This is considered the first ‘mid-funnel’ band and usually shows an increase in conversion rates. 

Marketing goal: Introduce our products and education around our value prop

Decision: Deciding which tools might be a good fit. Accounts showing significant digital research activity levels across data sources. These account should be treated as mid to low funnel, and should be engaged by Sales/SDRs

Marketing goal: Support sales by engaging prospects on website 

Purchase: Ready to start the purchase process and speak with sales. Accounts at the bottom of the marketing funnel and those most-likely to open an opportunity soon. 

Marketing goal: Support sales by driving meeting requests and providing proof points

Kimberly Conklin

@charlotte.spangler This is awesome - thanks for updating!