🎥 6th Street Live Recap & Recording - Advertising [4/20/23]

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Kimberly Conklin
Kimberly Conklin Posts: 472 6senser
edited December 2023 in 6th Street

Hi RevHeads! Thank you to everyone who attended our first-ever 6th Street Live conversation on April 20, 2023. We had a great turnout and discussed all things 6sense advertising with Kyle Dugan (@Kyle Dugan), Director of Digital Marketing at 6sense. The recording is below along with a handy timestamp guide to find what you're looking for quickly.

Now onto the resources:

We'll see you next time on 6th Street! 🤘

Sign up for future sessions here: https://6sense.com/events-webinars/6th-street-live/

P.S. Have more questions for Kyle? Please post them here in RevCity, and you'll hear from us soon.

https://6senseinc.wistia.com/medias/g7x8lksjay

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Recording timestamps:

12:05 - How do you figure out which keywords to track for your digital marketing?

13:45 - Are these promotions going to gated pages or free concept? 

15:07 - What is an optimal video length for ads?

16:05 - Thoughts on why Dynamic HTML has such a low VTR

18:05 - Do you recommend ads lead to curated landing pages or pages on our website? 

18:28 - Can you talk about any of your 1:1 campaigns and how those perform? 

19:33 - How do you think about the funnel and campaign set up by vertical or sales segment size? 

21:12- Any recommendations for setting up campaigns with very specific non-traditional personas? For instance, government and insurance companies where the title is very specific to the industry but not the masses?

26:20 - What point in your customer journey do you hand off to sales person? 

28:03 - You’ve mentioned the cyber security/IT services market a couple of times now. Do you have any suggestions or tips for having success with this audience?

29:31 - What’s a healthy amount of accounts to target in any given segment? Is there an amount that’s too few to matter?

31:10 - Are you able to show which ads campaigns help move accounts from one stage to another? For example, do you have visibility into which ad campaigns help move accounts into awareness/consideration versus which helps push accounts into decision/purchase?

34:20 - With so much activity “anonymous” do you still run lead gen programs to get names at target low funnel accounts for sales to follow up with? My sales team feels like going after a 6QA account without names is like finding a needle in a haystack. 

36:12 - What metrics do you look at to determine if a 6sense display campaign was successful? What dashboards or reports are used most often? 

38:10 - What are the topic metrics you’d suggest reporting to execs on 6sense? 

39:13 - Do you suggest running the same creative on LinkedIn/Display or should it be different? 

41:42 - Do you filter people out so accounts only get ads for one keyword even if they’re researching multiple?

42:45 - Can you please talk about the benefit of running display to the entire account versus just a list of titles? 

45:07 - You’ve been talking about building campaigns around specific keywords. Do you ever build campaigns around keyword groups? 

46:36 - What level of reporting can be customized to address different marketing function needs? Ie: Global campaigns, paid media, field marketing etc

47:45 - What would you recommend to be a quick win 6sense target account campaign to focus on if you want to validate the power of 6sense to execs/the board

49:45 - One of our agencies that is a 6sense partner has told us they think we have way too many intent keywords. But, it sounded like your recommendation is it’s not bad to built it out more. 

53:14 - How often should we be auditing keywords and cleaning up? How long should they be in the model until we determine they’re not working for us?

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