How to use 6sense to guide direct mail programs

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Paul Hudson
Paul Hudson Posts: 3 6senser
edited October 2023 in All Discussions

Hey Revheads - I'm Paul on the ABX team and wanted to share a brief overview of how we use 6sense to structure our direct mail program to generate pipeline and influence sales cycles at 6sense.

Building the right audience for your direct-mail program is a critical first step. At 6sense, we target "in-market" accounts who are ready to engage with sales. We do this to ensure gifts are only sent to accounts most likely to convert so we aren't wasting money. 6QAs that are "in-market" convert to opportunities at a 75% higher rate, and into deals at a 40% higher rate, according to a Forrester Research Total Economic Impact (TEI) Study.

For best practices, gifting falls into two buckets - personalized and one-size fits all. We run all of our personalized gifting through sales to open doors and multi-thread new personas. This let's our team get hyper-personalized with gift-type and messaging. Marketing owns "one-size fits all" gifts that can be used for event registration, event follow-up, virtual event experiences, and nurture campaigns.

I’d love to hear from the rest of you – how are you using 6sense for direct mail programs?

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  • Kimberly Conklin
    Kimberly Conklin Posts: 472 6senser

    @Paul Hudson Thank you for sharing! What's one thing you've learned about direct mail campaigns from trial and error?

  • Kristen Mendenhall
    Kristen Mendenhall Posts: 17 ✭✭✭✭✭

    @Paul Hudson Thank you! How do you get your sales team excited to use gifting? I've trained and enabled my sales team to do something similar to what you're describing, but I never see sellers sending any gifts. Are you embedding these gifting touches into Salesloft/Outreach sequences?

  • Paul Hudson
    Paul Hudson Posts: 3 6senser

    @Kimberly Conklin I've learned enablement is essential to success. Might have a great campaign idea, but it will flop if no one can easily execute. Also, buy-in from sales/bdr leadership goes a long way with promoting direct mail use cases to their teams.

  • Paul Hudson
    Paul Hudson Posts: 3 6senser

    @Kristen Mendenhall Increasing visibility into program performance and communicating what's working well helps a lot with adoption. I share pipeline numbers tied to direct mail to show the business impact of gifting. Sharing success stories reps can replicate works really well too.  

    We embed gifts in templates/cadences but encourage sellers to tweak them so they're more personalized.  

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