Custom Alerts - Beyond just hot accounts

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Jana_Marketing_Maven
Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭
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I've been working with some of our focused sales teams and wanted to share with you how we're helping them find the right organizations to target.

While we do have a 6sense model, it is general to everything the division does and isn't set for our focused sales teams. However, using both intent information to create a segment and specific data in alerts, we're finding some success. Thought I'd share.

The Segment

For the underlying segment we use keyword groups (but have also played with adding URLs), then the segment is broken out by geographic area for each rep (new segment for each). I put some thresholds in for # of keywords researched from the group and the # of times that keyword is researched. Additionally, we focus on the correct industries (or remove those we don't care about).

Example: Accounts have researched at least 3 keywords from Keyword Group XYZ at least 2 times in the past 90 days. Industry is not Educational or an association, and the domestic main office is in the following states.

The Alert(s)

Using those segments, I create an alert for each sales rep. I turn off "hot" and contact engagement. I focus only on web page visits and keywords. From there, I use URL "contains" whatever the focus group is about (example - red apples, oranges, bananas for a fruit-focused group) and keywords manually entered.

Results so far

Our focused reps have responded very well to these alerts and we continue to work on tailoring them to make them most effective.

Things to watch/consider:

Keywords are manually entered for these alerts. That means if you add a new keyword for that keyword group, you have to remember to go back 24 hours later and add it to the alert. You also have to know in advance which phrases/words to look for on your website.

Hope that helps. Let me know how you do custom alerts!

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Comments

  • Kimberly Conklin
    Kimberly Conklin Posts: 472 6senser

    @Jana_Marketing_Maven Thank you for sharing! This is super helpful.

  • Heather Foeh
    Heather Foeh Posts: 113 6senser

    Seriously love you taking the time to write this up @Jana_Marketing_Maven !
    I just gave you the "Above and Beyond" badge and 50 extra points. 💕

  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    aww, shucks @Heather Foeh! Thanks! I didn't even know that was a thing. 😊

  • saraboostani
    saraboostani Posts: 318 6senser

    This is awesome!

  • Lacey Weber
    Lacey Weber Posts: 2 ✭✭✭

    Love this! We do something similar, and oftentimes focus the segment structure on ICP criteria + the rep's territory, and then hone in on intent within the alert itself, specifically targeting URLs that contain our PCTA pages.

  • Rachel Zerilla
    Rachel Zerilla Posts: 218 6senser

    @Jana_Marketing_Maven LOVE this!!! Thanks for sharing!

  • Carly Cohan
    Carly Cohan Posts: 1 6senser

    @Jen Chambers, I hope this is helpful after today's conversation!

  • Devin
    Devin Posts: 4 ✭✭✭

    @Jana_Marketing_Maven Cool example and thanks for writing it up. I have set up specific alerts aroundcertain product groups for a salesperson.

    Segment is about 10 state territory, with specific solution keywords and website visits with "URL contains" specific terms for the solutions. I do have 6QA for accounts in the segment as well.

    Intent is based off of keyword groups that match their solution they are selling, as well as minimum # website visits that pertain to those solutions as well.

    My challenge is that in the email alerts I feel like website visits section in particular isn't matching up with my intent parameters.

    Example: For accounts that are recommended, many of them don't include the keywords for intent, nor the web pages visited either.

    1. Does anyone have experience or ideas on how to get more accurate alerts? Or why the alert doesn't seem to include the parameters I've set up?

    Thanks for any thoughts from anyone if they have a moment!

    https://revcity.6sense.com/home/discussion/882/custom-alerts-beyond-just-hot-accounts
  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    Hey @Devin glad it was helpful.

    The trick of these is that you have to put the specific parameters you want to see within the alerts.

    Screenshot 2024-09-03 160826.png

    So basing it on the segment is step #1, then within your alert you need to narrow the focus to the specific things you want to see.

    Hopefully that helps?

  • Devin
    Devin Posts: 4 ✭✭✭

    Thanks, @Jana_Marketing_Maven

    I'm testing adding the keywords to the alert to see if that fixes it.

    I thought having the intent filters in the segment would automatically carry over to the alert as well, but it seems one has to double select the intent websites and keywords based on your comments.

  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    Exactly, @Devin. Adding the keywords to the segment just narrows down to the list of accounts to include in the alert, not what the alert would notify on.

    The alert itself needs to be narrowed to the things you care about in order for the alert to only provide the keywords/pages indicated. Otherwise, you'll get notification on all conditions within your model for activity/updates.

  • Chris Cardone
    Chris Cardone Posts: 7 6senser

    @David Cirillo some suggestions here regarding alerts configuration.

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