Using 6sense stage for lead scoring

charlotte.spangler

Hi all,

Is anyone using 6sense stage to inform lead/MQL scoring? i.e. Only MQLing those who 6QA, attributing a point increase/score to each stage, etc.

Would be great to hear about anyone else's experience.

Thanks!

Rachel Zerilla

@charlotte.spangler interested to know what your current model looks like? Are you focusing on 6QAs now, but still routing MQLs based on other qualifications? In the past, I've solely used 6QAs, in addition to any inbound, and then used the 6sense stage progression to inform marketing campaign efforts (messaging, direct gifting, etc.) and measure/iterate on those campaigns.

charlotte.spangler

Hi @Rachel Zerilla . Right now we do a combo - sales does outbound for target 6QAs, but we also have inbound leads + leads from content syndication. It's the inbound/paid leads that I'm thinking about scoring for. Right now, we only consider something to be an MQL if it's a 6QA, which I think is ruling out some folks who are engaging with bottom funnel content, even though their account is still in an early stage.

Rachel Zerilla

@charlotte.spangler I would still route the inbound/paid leads to sales and continue with marketing air cover, but @Kyle Dugan from our team may also have thoughts on this :)

charlotte.spangler

Thanks - I'm also curious if people are using stage as a qualifier to pass inbound leads to sales

Ryan Birdsall

@Sergio Lee thought you might be interested in this.

Saima

Hi @charlotte.spangler , while I work at 6sense now, I was a customer for 5 years before - and YES I did use the 6sense score to augment my lead scoring model.

Traditional lead scoring included criteria of an individual i.e. do they meet the profile of the person we want to speak to, and have they shown enough engagement to pass to sales. By adding in the 6sense account score, we were able to prioritize leads who on their own may not have enough engagement but the account as a whole was surging.

Simple example - a person who did 6 things (visiting pages, filling forms etc) would've passed as a hot lead under our traditional model, but 6 people from an account who did 1 thing each would never have passed. By augmenting lead scoring with the 6sense account score as a qualifying criteria, we were able to pass more high quality leads to sellers. We flagged these leads with their own 6QL flag so we could easily distinguish which MQLs passed because of this expanded criteria and were able to prove out higher conversions and quantify the pipeline we would not have gotten if we had just used our old model.

For your scenario as you've highlighted above, you may want to have some bottom of funnel content (like a demo request for example) be included in your 6QA definition so that those accounts pass to sales as well.

Jana_Marketing_Maven

We had an MQL program that we have changed to include buying stage. In previous iterations, the contact would be considered Hot and reps should follow up/create activity on the record and marketing was bugging on them a lot.

Now, we still provide the overall MQL list for reps to review and work from, should they want to, but we only create leads for contacts that are hot at accounts who are in purchase or decision stage per 6sense. It focuses our reps on those accounts. In the background, of course, marketing is trying to move accounts within the funnel from ads, emails, etc. So it all comes out in the wash.

Kyle Dugan

Hey @charlotte.spangler, I agree with @Rachel Zerilla and your thoughts. You are likely missing out on accounts that might be early stage, but could progress quickly to purchase. We work our inbounds as 6QLs and score them based on ICP fit. Either way, we work those inbound leads just as quickly and in the same manner as our 6QAs.

charlotte.spangler

We're now working on a lead scoring system and investigating how to have the 6sense score impact the overall lead score. Do people give different point values to the stages?

Heather Foeh

@charlotte.spangler This post might be helpful to you:

https://revcity.6sense.com/home/discussion/817/how-to-supercharge-your-mqls-with-6sense

Tara Dacci

We're using the Buying Stage as one of our scoring attributes and don't give any points for Target Stage, low points for Awareness, slightly higher for Consideration, and very high for Purchase/Decision. The buying stage points are considered part of the demographic scoring. It's something we recently added to our scoring model so I'll be curious to see what impact it has.