How to use 6sense to guide direct mail programs

Hey Revheads - I'm Paul on the ABX team and wanted to share a brief overview of how we use 6sense to structure our direct mail program to generate pipeline and influence sales cycles at 6sense.

Building the right audience for your direct-mail program is a critical first step. At 6sense, we target "in-market" accounts who are ready to engage with sales. We do this to ensure gifts are only sent to accounts most likely to convert so we aren't wasting money. 6QAs that are "in-market" convert to opportunities at a 75% higher rate, and into deals at a 40% higher rate, according to a Forrester Research Total Economic Impact (TEI) Study.

For best practices, gifting falls into two buckets - personalized and one-size fits all. We run all of our personalized gifting through sales to open doors and multi-thread new personas. This let's our team get hyper-personalized with gift-type and messaging. Marketing owns "one-size fits all" gifts that can be used for event registration, event follow-up, virtual event experiences, and nurture campaigns.

I’d love to hear from the rest of you – how are you using 6sense for direct mail programs?