Any luck with trial/demo promos? Also, how do you spend your time? (One-person team at a startup)

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Brandon McBride
Brandon McBride Posts: 293 ✭✭✭✭✭✭
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Hey, everyone! I've been thinking a lot about this lately and feeling a bit overwhelmed. I'm a one-person powerhouse responsible for ABM, SEO, and paid advertising in general. I've been taking advantage of 6Sense's resources - both those that are available online as well as our incredibly awesome Senior CSM connecting us me to a few people internally for some more advanced recommendations.

Most of our non-6Sense advertising is powered by 6Sense segment importation. I'm hoping the company will approve Google Ads segment importation, too. I've seen improvements in webinar acquisition costs from that on LinkedIn.

Where I'm struggling is demo and trial acquisition. Visitor retargeting ads are having great interaction, but no conversion. Other campaigns don't have great direct interaction, but a noticeable lift in engagement. However, the company is really focused on those trials and demos and I can't point to too many influenced form fills there at the moment.

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  • Adam Kaiser
    Adam Kaiser Posts: 15 6senser

    Hi Brandon,

    Always the challenge, right? Getting those high-intent hand raisers.

    You can use segments in Google Ads now, albeit differently. The new segment integration is fantastic and lets you push your 1st party data within segments to target individuals.

    You can, however, create audiences in Google Analytics (retargeting audiences), and then push those into Google. So you'd be targeting the anonymous visitors that 6sense has been able to identify.

    Take a look at this guide: https://6sense.com/guides/how-to-use-6sense-with-google-ads/.

    If you still need to connect 6sense to Google Analytics (assuming you use it ;))), you can check out this article: https://support.6sense.com/knowledge-base/6sense-google-analytics/.

    Hope this helps!

    Best,

    Adam Kaiser

    VP, Growth Marketing

    6sense

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    Thanks, Adam. Google Ads is next on my list of things to tackle after we made the decision to transfer away from an agency. It just so happens that the announcement of 6Sense's integration was made at the right time for us and I'm looking forward to that extra bit of data the platform provides.

    As always, getting high-intent handraisers to self-identify proves tricky. Webinars are one thing, but trials/demos seem to be something else entirely.

    Question for you, Adam: Is 6Sense working on getting around GA4's character limitations for user properties? That seems to be the big difficulty in using segment names passed into GA4 for anything actionable, and we're 38 days out from the sunset of Universal Analytics.

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