Majority of accounts in segment are not in market

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Ricardo Capuano
Ricardo Capuano Posts: 3 ✭✭✭
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Hey there RevCity!

Piecing together a campaign and the Target Account List we manually-uploaded from our market intelligence platform seems to be mostly in the Target stage. I'm looking into creating an awareness, campaign to drive those accounts into market and wondering if there are any best practices you could share.

As of now, I am taking the following actions:

  1. Adding a target specific domain list to the the 6sense preferred publisher list
  2. CTA to "Learn More" type content- Awareness assets that are educational and informational about the problem and less about the product
  3. Using the best performing size/dimension assets suggested by 6sense

Also, not running any LinkedIn ads as we've seen they tend to convert more when accounts are further down the funnel- any thoughts here?

Open to new ideas on segmentation as well.

Thank you for your guidance!

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Comments

  • Kimberly Conklin
    Kimberly Conklin Posts: 474 6senser

    Tagging @Saima @Chris Dutton and @Adam Kaiser who may have ideas - thanks for posting!

  • Ricardo Capuano
    Ricardo Capuano Posts: 3 ✭✭✭

    Thank you @Kimberly Conklin — Looking forward to hearing from you @Saima, @Chris Dutton and @Adam Kaiser . I've pulled several things together already and can walk you through what we've got and hopefully get some feedback. Thank you!

  • Adam Kaiser
    Adam Kaiser Posts: 15 6senser

    Hi @Ricardo Capuano ,

    A few things to think about:

    1. I'd recommend you keep your content ungated (if you haven't already). Since these are early-stage accounts, removing friction to engage with content is key. Given you are running display, you will want to make sure that your ads encompass a keyword that'd be relevant to those accounts as well.
    2. For LinkedIn, I'd‌ recommend using it if you have the budget. A series of "cold" layer ads that align to your problem/solution set to start to make these accounts aware can be very powerful. You wouldn't necessarily see any conversions, but creating in-feed content that shares a message of value can help build awareness. Also, take a look at Thought leader ads. You can get some messaging in front of these accounts that look like organic posts.
    3. For ad sizes on 6sense, I'd make sure you use our common sizes.

    Hope this helps!

    Adam

  • Ricardo Capuano
    Ricardo Capuano Posts: 3 ✭✭✭

    Thanks a lot, @Adam Kaiser! All of our content is ungated and using top keyword for this segment in all ad copy. Thanks for the Though leader ads tip, will be using for certain.

  • John Whiteside
    John Whiteside Posts: 4 6senser

    @Ricardo Capuano - I had an almost identical situation as a customer & you're taking the right approach. Just two points I'll add the great feedback above -

    First, if you are not A/B testing your creative I highly recommend it - check out this post from our creative services team

    Second - keep a close eye on your segment performance reports to see how accounts are progressing through buying stages. I made this a major talk track in weekly marketing/BDR syncs to make sure everyone understood what we were doing & why it was valuble and would lead to more 6QAs for BDRs and more pipeline.

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    @Ricardo Capuano I second what Adam said about using LinkedIn, we have a campaign we're running for a new product/personas, and it has had HUGE engagement rates, and also excellent VTR and CTR. We don't expect form fills, but it's moving the needle with awareness!

  • Jojo Du
    Jojo Du Posts: 15 ✭✭✭✭

    Echoing what Adam said about LinkedIn Thought Leader ads. We've recently tested it out and it's performing great!!

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