How to Measure Performance of 6sense Keywords

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Nikesh Mehta (6sense)
Nikesh Mehta (6sense) Posts: 5 6senser
in 6th Street

Hey, This is Nikesh Mehta from the Marketing Operations team at 6sense. In this article, I’m sharing "How to measure the performance of your keywords in the 6s instance" and why that’s important to know.

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Once keywords are added into the 6sense platform, the next objective is to analyze their performance and take data-driven actions.

In this post, we’ll understand how to measure the performance of keywords using the metrics available at 6sense, what each of the metrics indicate, and how to take data-driven action. Note that – 6sense keyword influences the model in addition to the intent tracking.

Metrics to Measure Performance of the Keywords

Here are the key metrics associated with each keyword and what each metric means.

  1. # of researches – How many times a particular keyword has been researched.
  2. # of accounts researched - How many accounts have researched a particular keyword.
  3. # of closed won deals - How a particular keyword is associated with closed won opportunities.
  4. # of closed lost deals - How a particular keyword is associated with closed lost opportunities.
  5. # of open opportunities - How many open opportunities a particular keyword is associated with.
  6. # of closed opportunities - This is the summation of # of closed won opportunities and # of closed lost opportunities i.e., (3) and (4) above
  7. # of opportunities - This is the summation of # of open opportunities and # of closed opportunities i.e., (5) and (6) above.

Above metrics can be requested one-time only via email to the 6sense support - support@6sense.com

Data-driven action based on the performance of the keywords

Once you’ve gathered metrics against each keyword present in the 6sense instance; it’s time to take action. While each of the metrics can be analyzed and actioned in a different way, here are some of the basic actions that can be taken.

  1. Keywords with No Volume - Depending on the timeframe you’re analyzing the keywords (i.e. date keywords were added and analysis date), action can be taken. If there is no volume for a given keyword/s for a larger time frame (metric-1 above); then such keywords can be deactivated from the instance.
  2. High # of Closed Won Deals - Keyword/s with a high number of closed won deals associated can be used to generate more related keywords.
  3. High # of Closed Lost Deals - Keyword/s with a high number of closed lost deals associated can be a red flag. In such cases, careful evaluation needs to be done to understand whether a keyword is aligned to the product/feature offered.
  4. Keywords with No Opportunities - If a keyword/s has a volume but no opportunities associated; then it’s time to get the keywords evaluated with the product marketing along with the digital team. By gathering conversion data from the digital team, if you find that these keywords have not resulted in any conversion; then such keywords should definitely be deactivated.

In addition to the above, hygiene checks should also be done periodically to identify keywords which are misspelled and grammatically incorrect. There is a possibility that misspelled (e.g., ‘amb metrics’ instead of ‘abm metrics’) or grammatically incorrect keywords got added into the instance mistakenly. It’s recommended that such keywords should be deactivated. While such a scenario can be avoided by validating the keywords before adding into the instance, sometimes human errors can lead to such scenarios.

Leveraging keywords performance to power your marketing and sales messaging strategy

Based on the performance of the keywords, data-driven decisions can be taken to optimize marketing and sales strategies for the following -

  1. Paid Ads
  2. Organic Growth
  3. Content

If you’re leveraging keyword groups within 6sense, then the above metrics can be analyzed at a group level as well. This facilitates better reporting, analysis and structuring of your campaigns.

Important Note

  1. At 6sense, we do keyword refresh and performance analysis every quarter.
  2. Every quarter, we collaborate with the Product Marketing teams; to understand upcoming products’ features and capabilities. And then do keywords research and get approvals, keeping in mind the future product/business goals. Product roadmap document serves as a base for newer keywords research.
  3. We also align with our digital marketing team to leverage above insights for organic, paid ads, and content strategy. This alignment ensures that our campaigns are focused on reaching the right audience with the right messaging.

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