One-to-One & One-to-Few Campaigns at 6sense

Aaron Wilson

One of the most commonly discussed topics within Marketing here at 6sense is how to effectively target a smaller subset of accounts in an effective, meaningful way. After speaking with Jeff Siegel, our Director of Strategy, I've compiled a few best practices on the topic below:

1. Target multi-country variants of accounts and capture relevant subsidiaries that align to the strategy (remember we ID accounts by country & domain, so there may be multiple ‘accounts’ to target for full 1x1 activation).
2. Budget the same as you would a normal campaign - think about desired exposure for the estimated number of people you’ll try to target. The only difference is number of accounts = 1 (or whatever your segment is based on #1).
3. Deploy specific messaging - use the company’s name, logo, message unique to their industry or need, etc. Otherwise why are you bothering doing 1x1?
4. Offer a truly valuable landing & CTA - see #3. Tailor to them, make it resonate and stand out, align it clearly to their needs. Even if you’re recycling a white paper from other campaigns, make the landing experience unique.
5. Manage expectations - you’re not likely to get a ton of engagement directly. Especially if they are not in a buying cycle (did you target based on intent / predictive or select this account because you want to target them).
6. Focus on brand exposure and engagement, this is about awareness first, direct engagement second.
7. Go long - expect that the timeline for outcomes may be an extended one.
8. Cycle your programs - go in for the long haul, but manage bursts, rotate content and offers. You’ll saturate that 1 account much faster than a larger audience.
9. Multi-Channel - 1x1 Display is not going to move the needle, make this part of a coordinated multi-channel effort. Ideally closely align to sales & field motions targeting the same account.

kendallmason

@Aaron Wilson do you have any recommendations or insights on the best tactics/channels for one-to-one programs?

Yuda.Ben

How can you measure the success of a 1x1 campaign beyond direct engagement, considering the focus on brand awareness?

Melissa Chong

@Yuda.Ben here are my recommendations:

Go to Segment, run 30 days vs 90 days comparison:

1. For brand awareness, track Keywords in the Behavioral Analytics (which should show you an uptick in activity). This is a sign of increased relevancy to the solutions/pain points associated with your brand.
2. Increased activity for URLs associated with solutions, success stories versus the main landing page/generic pages
3. Average number of activities on website and unique visitors should also increase (account saturation)

JuanM_ABM

@Melissa Chong are there any guideline on a minimum number of accounts we should include in a segment for display? i.e. is it better to have more accounts vs less to make a more "effective/efficient" use of the investment? I have been operating under the assumption that a minimum number of accounts to target in a display campaign is 1 for our 1:1 and 1:few practice but was wondering if you have heard this question from other customers.

Melissa Chong

@JuanM_ABM the limitation with 1 account is that these accounts may be very new to you/your field and the impressions may be lower. So you'll likely need to run it for much longer. We typically recommend segments between 500-2000 accounts. I am presuming by "effective/efficient" you mean spend per account reached?

JuanM_ABM

Thanks Melissa, yes by efficiency I meant spend per account reached. We do cover clusters that have 10-50 accounts and were wondering if we were missing anything. In some of these clusters we have seen decent/good engagement results

Ellie Grinter

@ElenaStassi this one too!