[6sense for 6sense] Revenue Plays!

Chris Dutton

Hi Chris Dutton here from the MOPs and DG team!!

Content Syndication (CS) can be a huge value add in getting access to new accounts that matter to you! 😀

Use case No.1: TAM expansion, marketing to new verticals or geo’s in accounts that may have never heard from you or know you exist.  Use case No.2: in your “crawl” phase from an MQL - ABM journey, this is a great way to use the new “leads'' you're getting from CS and multi thread into those accounts including all contacts within an account that are a part of the buying committee. 

Remember to include

• Provide the list of your ICP accounts to your CS partner (Which ever buying stage makes sense for you) 
• Be very clear on the persona’s you care most about
• Once you have your “leads' ' have a plan ready for how you're going to start running nurture plays against those contacts/accounts. For example we put them into our “Peer to Peer” nurture and include all buying committee persona’s within those accounts

Which leads me to, “Nurtures”!  

Email nurtures already have a bad wrap, and that's b/c they have historically been a “spray and pray” type of an approach. If you haven’t updated your nurture in a while or just getting started, think about ways that you can create a program that is going to drive value, and provide your audience with an experience that will make them want to engage with your brand. For example, we take a “peer to peer” approach and leverage our internal persona’s as a way to drive relationships. These emails are in their tone and written by them talking about success and/or challenges in their respective areas of focus

• Work with peers to create emails in their voice. Best to create a content brief and have an interview session to make sure you get all the goodness you can.  (if this doesn’t apply, and that “peer” doesn’t exist or you don’t have access. Using Conversational email and creating an “AI” could be a great option) 
• Take advantage of the tech you have, (MAP, Sales engagement, CRM) to create a seamless experience
• Set expectations on goals with the team, if it’s “meetings” great, or moving accounts down the funnel etc.
• Execute, monitor and update as needed 

6QA Capacity Automations

What do you do if “too much” demand is being created, AND you have too many qualified accounts and don't have the capacity to work every one of those accounts. We faced that exact challenge here at 6sense, so we created a play that helps solve that.  Any 6QA’d account that doesn’t get worked in a certain amount of time, we automatically add them to a personal cadence with the goal of getting that account to engage! 

• Define the audience (could be by GTM, or region or product)
• Set the amount of wait time for after the account 6QAs for your desired play
• Make sure to acquire as many contacts in that account as possible before the first email is sent
• Group your audience by function (For example: Marketing, Sales and Operations) this will help with speed to market, but still ensuring the messages will resonate
• Measure! Track areas of success and areas of opportunity to improve!

ericabowman

The panel at Breakthrough was great and appreciate you posting more detail here!

Colin Hart

@Chris Dutton Hoping I can revisit this old post - we are currently evaluating how content syndication leads are playing into our intent + 6QA models. It appears that with the way we are ingesting content syndication leads as "form - filled" within taxonomy, that it is treating these the same way we would treat a direct inbound contact sales form fill from the website. The result being that content syndication is directly resulting in a significant number of 6QA accounts, probably more than is reasonable as these accounts are not always showing other intent signals. Do you have any recommendations about how to utilize content syndication within taxonomy, or other adjustments that we can make to the 6QA workflow to help better map content synd leads to a more reasonable magnitude of influencing intent in the model?