Segment Performance Report

neil.fiedler

Working with a client who is trying to figure out what timeframe to analyze in the 6sense Segment Performance Report to show impact on accelerating existing open opportunities.

The display campaign is running from 8/12/23 until EOY. Do we compare to the same timeframe prior? Their sales cycle can be over a year.

Trying to answer if we are accelerating pipeline with our marketing activities.

@John Whiteside thought you might have a perspective here!

cc @Howard Chiu @Rabia Hirani

John Whiteside

Some thoughts, without knowing all the details :) -

First, if the segment is dynamic (I'm thinking of a segment identifying accounts with open opps) I wouldn't use that segment for the analysis, but instead build a segment of accounts reached by the campaign - that will capture every account reached, and using "in segment today" as the time frame for analysis.

I'd look at that over the campaign period, but I think it's useful to break it out by months (since there's 4.5 months of campaign activity) to see how the segment changed over time, particularly around opportunity creation. (You could build a reached segment for each month, and then analyze how those account behaved going forward from when they were reached the campaign.)

A segment performance report will give you a lot of data on engagement activities and intent (& buying stages if you have predictive modeling) and an overall pipeline/deals for each time period, but if you're looking for opportunity advancement (through opp stages) that data will be in CRM - so to get that I'd want to use Segment Name Push to push the reached segment name(s) into the CRM and look at opportunity stages there.

Hope that's helpful, there are obviously some dependencies on how the segments/campaigns are set up, but the nice thing about "reached" segments is that accounts only can enter them, not leave, so it does let you do some backward looking analysis and comparison.