🎥 How to Supercharge Your MQLs with 6sense

Caleb Tate

Optimizing MQLs through Behavioral Intent and Predictive Analytics

There's lots to consider when you're looking to optimize your MQL scoring: firmographic targeting, behavioral intent, and predictive models etc. If you're looking to take your scoring model (that's maaaybe a few years old) and layer on some top notch 6sense modern magic: here's an overview of key insights shared in yesterday's webinar with @Adam Kaiser (recording below):

• 6sense talking about MQLs – WHA???
  • We know, it's a bit of a "bad word" around here. Regardless, we know that MQLs have their place in the modern demand engine
• A Typical MQL Model
  • Demographic/firmographic filters: Job Title/Seniority, Industry, # of employees, Annual revenue
  • Behavior: Interactions on your company's website showing varying levels of intent (and scored accordingly)
• MQL Challenges
  • There's too many, there aren't enough, they're unqualified, prioritizing, and the good old "what's an MQL?" from other departments
• 6sense Behavioral Analytics
  • Here's the "Supercharge" part. Know what your prospects are doing outside of your own website with our intent data network, omni-channel ads, and Dynamic Segments that capture activities from qualified accounts whether they're in your CRM or not
• Core Segments You Should Have
  • ICP Segment based on Profile Fit (Predictive only), Industry, # of employees, tech stack, and geography. Exclude your competitors and blacklist, and suppress your customers and partners
  • Website visitors with competitive research
  • Overall high engagement: total site visits, unique visitors, keyword research, ad clicks
• 6sense Predictive Analytics
  • Take your supercharged MQLs to their peak with Predictive Analytics, including key factors such as Profile Fit, In-Market Score, Engagement Grade, and Reach Score

TL;DR:

Behavioral Analytics can be combined into your MQL model via Segments (design these to include the most important metrics for your business).

Predictive Analytics can be pulled directly into your MQL model as the data exists as fields on the account and lead/contact object.

https://6senseinc.wistia.com/medias/azs840orp2

Rachel Zerilla

Take it up ALL the notches!!! Great stuff @Caleb Tate !

kateherrmann

Tagging @yadira.suarez @Carlos Diaz @Sophia Sellars @Issifu Seidu @Zachary Olson Since Lead scoring and tracking has been on our agenda lately, bringing your attention to a great presentation from our VP of Growth Marketing on how to track and boost MQLs with 6sense.

saraboostani

This is great Caleb and Adam!