6Sense Key Terms/Glossary

This is the glossary I include in monthly reporting docs:

Intent: Accounts researched our selected relevant keywords and/or Bombora intent topics

Reached Accounts: Accounts that did one of the following:

-Received emails from HubSpot

-Contacted by the sales team

-Received impressions for 6Sense display ads

Engaged Accounts: Accounts that did one of the following:

-Visited the website

-Opened/clicked an email in HubSpot

-Clicked on a 6Sense display ad

-Responded to or spoke with the sales team

Known Engagement

Account's employees are engaging with sales and marketing tactics in HubSpot/Salesforce

Opportunities Created: An opportunity was created in this month that’s associated with an account that was targeted by ads

I.e. Sportsman’s Guide is in a 6Sense campaign, and an opportunity was created with them this month

$$ associated = ACV

Opportunities Won: An opportunity was won in this month that’s associated with an account that was targeted by ads

I.e. Sportsman’s Guide is in a 6Sense campaign, and an opportunity was won with them this month (includes cross-sell/upsell). $$ associated = ACV

Buying Stages:

Note: The 6Sense Buying Stages are based on the model built from our past opportunities and sales

Target: Accounts currently showing little to no activity and are not actively “in-market” as they are not performing significant levels of research/digital activity. 

Awareness: Accounts that are showing some level of activity and should be treated as top of funnel/early stage.

Consideration: Accounts exhibiting more significant activity compared to their baseline, with a longer history of above-average engagement. This is considered the first ‘mid-funnel’ band and usually shows an increase in conversion rates. 

Decision: Accounts showing significant digital research activity levels across data sources. These account should be treated as mid to low funnel, and should be engaged by Sales/SDRs

Purchase: Accounts at the bottom of the marketing funnel and those most-likely to open an opportunity soon. 

I want to update that I updated my definitions for the stages to be easier to understand:

Target: We want to target them, but they are “under a rock.” Accounts currently showing little to no activity and are not actively “in-market” as they are not performing significant levels of research/digital activity. 

Awareness: Aware they have a problem to solve. Have some level of activity and should be treated as top of funnel/early stage. Researching their problems and pain points, but likely not researching specific tools.

Marketing goal: Introduce us as a resource and thought leader.

Consideration: Considering the solutions to their problems. More significant activity compared to their baseline, with a longer history of above-average engagement. This is considered the first ‘mid-funnel’ band and usually shows an increase in conversion rates. 

Marketing goal: Introduce our products and education around our value prop

Decision: Deciding which tools might be a good fit. Accounts showing significant digital research activity levels across data sources. These account should be treated as mid to low funnel, and should be engaged by Sales/SDRs

Marketing goal: Support sales by engaging prospects on website 

Purchase: Ready to start the purchase process and speak with sales. Accounts at the bottom of the marketing funnel and those most-likely to open an opportunity soon. 

Marketing goal: Support sales by driving meeting requests and providing proof points