Ask a 6sense BDR anything (March 2024)

This is more of a hypothetical, but if you absolutely had to choose, would you provide licenses to your AEs or your BDRs?

@Brandon McBride ideally both! But assuming this is a one or the other hypothetical, I'd provide licenses to whichever reps were predominantly responsible for outbound prospecting. If only one group could have access, I'd try to train them to act as advisors/consultants to the other group so the value could be shared across both groups despite only one group having access.

Hi Laura!

Marketing emails at 6sense sometimes support SDR outreach. For example, when an account 6QAs, if the SDR is on PTO, marketing emails will automatically go out until there are five touches on the account from the SDR, and then the automated emails will stop. This ensures 6QAs get touched immediately as that is of the highest priority.

On the SDR side of things (my side!), I use intent keywords in this way: (1) If there is a great deal of generic keywords but no branded ones, that tells me they know they need help, but don't know who to ask. I then personalize my outreach as the leader in the space and here's how we can help. (2) If they're researching competitors I share differentiators based on why 6sense customers moved to us from the company they're researching. (3) I often work the keywords into email subject lines and the email body for familiarity and pair them with a customer story or stat that would encourage them to talk with us (4) the keywords tell us they're in market (as you know!) and the best plays is finding the people at that account within the right persona and leveraging their own Linkedin posts in the intro email for personalization.

Hope this helps! The SDR role can be challenging and I'm glad your team has 6sense to make sense of their accounts and interests!

Hi Laura! Happy to give some context here🙂

The worst thing your reps can do is overthink this, the best thing they could do is get straight to the point.

1st line: why I'm reaching out ie; "Your team at XYZ has been researching (keywords)"

2nd line: Point out a competitor or personalized pain point ie; "Seems like you might be using COMPETITOR, did you evaluate any other tools before signing on with them?"

3rd: high-level value and CTA ie; I'd welcome the opportunity to chat about how our (product/solution) differs from other providers including our higher data match rate so your reps can know they're reaching out to the right email/phone # and not wasting time guessing domains.

Let me know if you're open to it?

I love this format for an initial email in a sequence because you touch a very high level of what you noticed and what you do, from there the next emails are in the same thread and I can build on each of those 3 lines digging into one specifically per email. Also easy to have a call step right after this email is sent because as they're going through their call blitz they can easily pop open that email and know exactly what they're going to talk about without having to scramble for notes and they're going to sound like they did their research vs cold calling. Depending on what's appropriate for you as well, I like to send them a screenshot of the intent so they see the proof.

Linkedin steps should also be a big focus with an emphasis on not immediately pitching someone when they're connecting with them. Something as simple as "Hey Laura — appreciate the connection" and people generally respond with "likewise" — that is when your reps can have a more casual conversation like "Thank you! Have you heard of 6sense?" something short they do not want to send an email length message on LinkedIn unless they're answering a question.

Happy to expand or share some intent based examples if you'd like but I hope that helps!