[6sense for 6sense] - Segment Analytics

Hi there! Saima here from the Revenue Analytics team 👋. I'm going to take some time over the next few weeks walking you through examples of how we leverage insights from 6sense platform reporting to augment our understanding of our business and drive the right type of Marketing and Sales activities.

Aside from our top line KPI reporting referenced in this RevCity post, we like to dig into specific metrics that provide even more granularity around performance of our campaigns. That’s where some of the segment analytics come into play.

It’s really important to understand what good looks like, because that’s the type of activity that we want to replicate. Each quarter we created a “New Deal” segment by uploading a list of accounts where we recently won new business. We then take a look at the segment analytics details for that cohort of accounts. Things like:

Behavioral Analytics: What display, Marketing Automation and CRM campaigns they interacted with, what keywords they researched before and throughout their buying cycle, what web pages and pieces of content resonated with these accounts

Profile Analytics: Revenue ranges, Employee range, Industry, Geography

Operational Analytics: What our contact coverage looks like at those accounts, as well as volumes of sales activities against them.

These insights are critical to help you determine which campaigns and keywords to continue to invest in and potentially expand to broader audiences. Your content strategy can be informed by these real life facts rather than what we think prospects may be interested in. This allows you to determine what topics to double down on with new, refreshed pieces, how the profile of your customer base may be evolving, and if there is an opportunity to broaden into new verticals, or geos.

Also, do you need to be multithreading into a wider group of personas, and how many activities does sales really need to take to get that deal over the finish line..

I encourage you to try it out and see what golden nuggets you can find. You may be surprised to see how many activities and unique visitors were part of your most recent closed won deals!