How to use 6sense Campaigns for LinkedIn to test your favorite account segmentation strategies

Courtney Smith

In a recent post, we discussed some primary benefits of using 6sense Campaigns for LinkedIn, one of which is testing different account segmentation strategies. The idea here is to start with a small budget and look at performance before going all in on one segment.

For instance, let's say you want to target 3 different industries and you want to test using both stage-based and intent-based segments. If you test 2 stage-based segments and 2 intent-based segments, that's already 3 (industry segments) x 2 (stage-based segments) x 2 (intent-based segments) = 12 total segments. This can be cost prohibitive using a segment sync feature, but is very easy to test with campaign management in a pay-as-you-go model.

Let's look at how we would use the campaign management model to test different segmentation for our own vertical marketing campaigns:

• Target audiences: 3 industries — Logistics, Manufacturing, Financial Services
• Test segmentation: staged-based and intent-based

Staged-based Segments:

• Accounts in Consideration buying stage to warm-up
• Accounts in Decision and Purchase stage to set the hook

Intent-based Segments:

• Accounts doing keyword researching such as competitive brands or specific product phrases
• Accounts how have visited specific web pages (Note: we sometimes refer to this as account-based retargeting instead of visitor retargeting. Account-based retargeting targets everyone at the account while visitor retargeting only targets the individual who visited the website.)

We could also split this up further by region (EMEA, NAMER, APAC) and/or GTM segment (Commercial, Enterprise, Strategic).

After creating our segments, we would set up LinkedIn campaigns (using 6sense Campaigns for LinkedIn) for each of these segments and test how each performs. Top performing segments could then be scaled from here or synced to LinkedIn (using 6sense Segments for LinkedIn).

What segments do you want to test? Share in the comments below or feel free to ask questions!