High Impact Programs for Lower Budgets

Hey Team!

It’s your Friendly CSM, Suchita with Nikki Gloudeman, our fantastic Director of Creative Services to share some high impact tips to drive campaign ROI.

After working with a lot of our customers, I’ve seen my customers experience changes in their marketing budgets or have to generate a lot of ROI with minimal spend due to the economic changes.

At 6sense, we have SO many strategies you can implement – it can be a little overwhelming (in a good way!)

Some of my favorite high impact programs to run are the below:

Campaign #1: Drive 6QAs to LinkedIn

6QAs are 6sense Qualified Accounts—highly qualified accounts with no opportunities associated with them.

LinkedIn is an excellent channel for engaging down-funnel audiences like this; it costs more in terms of cost to buy impressions but shows 10x benchmark CTR vs. Display.

For content, we recommend utilizing a Case Study or testimonial.

Fun fact: A recent analysis found that leveraging a 6sense audience in lead-gen campaigns results in a 33% increase in leads per campaign and 13% reduction in cost per lead!

Campaign #2: Retarget Visitors from your High Value Pages

If key personas are visiting your demo pages, you can be assured they’re showing high intent. Set up a Visitor Retargeting campaign to deliver follow-up ads to these individuals. (**You can set also create a segment with a filter for Website URL visits, but this will retarget at the account level.)

Retargeting these visitors with a Demo Asset or Social Proof can help them move down the funnel effectively (and quickly!).

Pro tip: Reach is necessarily limited with Visitor Retargeting campaigns, so if you’re filtering for specific pages, we’d generally advise not layering in a segment filter as well. And keep the other targeting restrictions as broad as possible.

Campaign #3: Target accounts that are researching your Competitors

Targeting accounts that are actively evaluating your Competitors is not only going to drive more brand building but also help support your sales team.

Pro Tip: Layer on the buying stages Decision & Purchase.

Campaign #4: Target high-value accounts with 1:1 campaigns

If you have a refined list of high-value accounts, consider serving them customized ads in a 1:1 setting. Target each account in its own campaign, then use online and 6sense research to tailor messaging to account.

Pro tip: Target relatively large accounts to help ensure reach and be careful about layering in additional targeting restrictions.

Have any other high impact programs you’ve run with smaller budgets and seen awesome return?

Comment below 😊