Website Match Rates

Justine Eads

For website match rate's what are some good results or what would you say for this graph? I see there is a 73% match rate is there an industry standard to measure against? Also, so we identified 41k accounts but why is that relevant? Just wondering how to present this to an audience who does not understand any of it (may be first time seeing it), and tell them why it's important. Also I see visitor match rate is 65% is there an industry standard to compare against?

Brandon McBride

I did an RFP with 6sense and some of their competitors two companies ago that included a geo-based testing phase. So while I don't have a hard baseline or standard, I can tell you they were typically 10-15% under 6sense - so I feel comfortable calling that a baseline.

The anomalies were that one competitor was closer than the rest at 5% under in NA but further in other geos and that a different competitor was around 5% OVER in EMEA (but 15-20% UNDER in all other geos).

Justine Eads

Hi Brandon, ohh that is interesting and good reminder. I quickly looked through my evaluations with 6Sense and competitors, but the conclusion was a couple of them matched differently so not the best comparison. Sounds like there is likely not an industry benchmark which is fine. I am still interested in getting different insights of what others would highlight from this report to someone!

Rawan

Hey Justine! So good to hear from you - its been a while since our weekly calls during the eval process. 😊

Great questions. Our standard website match rate is about 60% so 65% for RTI is above average. What 6sense is showing in that chart is the number of accounts/companies we can identify on your site broken out by month. As for the visitors we can also show how many people we can match to a company during this time.

The way you can share this data and highlight the value is by emphasizing how 6sense can de-anonymize more than half of the companies visiting your site. This data can be used to help gain a baseline of the types of companies interested in RTI what pages they are engaging with. From there, your GTM approach can be more data driven. Hope this helps and please let me know if you have any follow up questions.

Justine Eads

Hi Rawan,

Great to hear from you too, I hope you have been having a great start to 2024! This was very helpful thank you so much for explaining I have a much better idea how to describe the report. Thank you.

Jana_Marketing_Maven

Here's another one for you: when we were evaluating 6sense we looked at what we knew about website visitors through our MAP (only). At the time before we implemented 6sense, we could identify about 10% of our website visitors. With 6sense we can now see about 75-80% of website visitors (not by person like our MAP but still valuable information). That's a difference of over 50% increase in identification.

Why is that valuable? You could create campaigns based on specific pages visited - either by ads or with email. If you have Sales Intelligence your reps can take a look at the pages an organization is visiting. Knowing what on your website your clients and prospects are looking at is also valuable so you can use those for PPC campaigns. Examples include using the data of highest visited pages to choose items for ppc or social ads or looking for pages that aren't visited often but have valuable content to promote to accounts who are showing intent for that content.

Hope all that helps.

SalmaB

Hi Justine, these are fantastic questions, thank you for bringing them up! Also, you are seeing some awesome de-anonymization (or identification) patterns, as the product manager of this area, I love to see it!

Getting into it, there is no industry match rate for pageview match rates or visitor match rates as these values are heavily customer dependent. However, when it comes to match rates 6sense is the industry leader! We have based this not only on our coverage and accuracy of matches as well as our innovation in this space, but also on match tests where we outpace our competitors. You can learn more about our match rates here: https://support.6sense.com/knowledge-base/5554972691347-pageview-match-rates/?

The metrics listed will resonate with customers differently based on their sales/marketing strategy. The number of accounts we identify tends of interest to customers who want insights on the companies visiting their website for a holistic outreach/targeting strategy. This activity can be a good indicator of interest, so customers create segments around this data to better prioritize their efforts for conversion!

Hope this helps!

Justine Eads

Wow, all of this is so helpful. Jana, thank you for sharing how you use the data this gives me some new ideas. Salma, thank you for sharing the match rate data - I remember it came up in our evaluation but this is a great refresher.