How to launch a 1:1 Campaign Leveraging 6sense!

Options
Will Lyon
Will Lyon Posts: 3 6senser
in 6th Street

Hey All! Will Lyon from 6sense here. I oversee our Vertical and Segment Marketing function and I am excited to show you the 5 step process we took to launch a vertical specific 1:1 campaign across 18 accounts!

Here is a deck to take you through how we thought through the strategy, executed and measured success.

Additionally - @Tyler Pleiss - our customer and friend over at Clari did his own write ups on our 1:1 landing pages and on our 1:1 Ads that are worth a read (and follow!).

I would love to hear your thoughts + questions on the campaign or any 1:1 activations that you have done that have been successful (or you learned from). What were the keys to success? How did you think about the campaign differently? How did you scale the manual nature to personalize at scale?

Tagged:

Comments

  • Samantha Jones
    Samantha Jones Posts: 4 6senser

    This is a great resource to leverage when thinking of how to launch your 1:1 campaigns!!

    @Sive O'Neill@jordyn.tulip @aislingkeogh

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    The ICP fit portion of this is CRITICAL!! I love that you included technographic fit and competitor install @Will Lyon….everyone should add this to their toolkit!

  • Blake Van Winkle
    Blake Van Winkle Posts: 3 ✭✭

    Hello - I am wondering how you position the messaging in your 1:1 campaigns. For example, are they used as a way to get a meeting for sales and does the messaging reflect that or are they more of content hubs without 'convincing' type of language? We are trying to avoid having the 1:1 landing page be similar to how a BDR would do outreach.

    Here is a 1:1 example that we're doing for Vera Bradley:  https://go.meetmarigold.com/helloverabradley

    Please let me know your thoughts!

  • HannahMoore-6sense
    HannahMoore-6sense Posts: 1 6senser

    @Courtney Bosch-Tanguy saw this and thought of you!

  • Will Lyon
    Will Lyon Posts: 3 6senser

    @Blake Van Winkle I really like your Vera Bradley landing page and agree on having your BDR outreach different from the landing pages you create. How we thought about our landing pages is as a value add - something that is a slight "give" on our end to get them to engage / inquire to learn more. How we did that from a 6sense standpoint is give them a little taste of our data - we made custom "in market demand" reports to show them a bit of our product and make it easy for them to book a meeting to learn more. Check out an example of that here. Lastly, it was important to have our BDRs ready to go so when we saw engagement on our landing pages via 6sense they knew where to target their outreach by locations and activity that we picked up. Hope that helps a little!

  • MCoats
    MCoats Posts: 6 6senser

    @cerijones Check this out for 1:1!

  • Chloe Howell
    Chloe Howell Posts: 3 6senser

    @denniswright - here's another handy resource for 1:1 ABM!

  • Paulo Moreira
    Paulo Moreira Posts: 22 6senser

    @Juuso Kykkänen see here to support our conversation on 1:1 ABM program execution

Categories