B2B segment Set up Best Practices

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staci2mckee
staci2mckee Posts: 1 ✭✭
edited April 2023 in All Discussions

Would love to understand others segment set up best practices, particularly when it comes to the number of key words and the # of times they need to be researched to be considered high intent?

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  • Lacey Weber
    Lacey Weber Posts: 2 ✭✭✭

    I'd love to understand this more too! We don't currently leverage Predictive, so understanding what's truly "high intent" from both keywords and web pages is crucial for our success.

  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭
    edited October 2022

    Prefacing this with we do have predictive and have JUST started using the tool. I started with a relatively high # of keywords from specific keyword groups and then slowly lowered if I thought the segment was not large enough. For some reason my standard is to say at least 4 keywords from the keyword group researched at least 5 times then I go down from there. I truly picked those #s out of thin air and have zero data to back up why I chose them. Grouping keywords, though, is very helpful to indicate intent for specific areas of our business.

  • Allie Gollner
    Allie Gollner Posts: 18 6senser

    Hi!

    Happy to provide you a base line of how some customers are thinking about creating high intent segments without leveraging the predictive buying stages.

    There is some "artistic discretion" when creating these types of segments because the keywords researched might fluctuate based on industry, how broad your keywords are, how many accounts show up in the segment, etc. This is where using the "and", "or" logic in segments becomes really important!

    I've attached an excel document which can be a starting point to help map out activities that could align to high, medium, low intent.

    During Breakthrough 2022, the HR Acuity team spoke about how they create intent based segments. After adopting this data driven approach, HR Acuity was able to see 70% of new opps influenced from 6sense came from accounts that were in the Very High Intent segment. When looking at closed won revenue 77% of accounts came from the Very High Intent segment!

    hracuity-segments.png


    Buying Stage Segment Mapping for Non-Predictive Customers.xlsx


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