Expanding Keyword Strategy in 6sense for European Markets

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Jami Abhinash
Jami Abhinash Posts: 2 ✭✭✭✭
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To better capture intent signals from European target accounts in 6sense, I’m considering adding keywords in local languages. Has anyone tried this approach?

Which European languages would you recommend including to maximize coverage and relevance across the region?

Looking forward to your insights!

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  • Lex Kremer
    Lex Kremer Posts: 1 ✭✭✭

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  • Kimberly Conklin
    Kimberly Conklin Posts: 474 6senser

    @Jami Abhinash @Lex Kremer Great question – and yes, we’ve seen success with this approach, particularly when you're targeting multi-language regions or working with in-country sales teams who need more granularity on account activity.

    Why adding local-language keywords can help:
    6sense's intent model ingests web content from across the open web, and much of that content is written in native languages. By default, your keyword model may only be matching English-language content, which can leave significant gaps in detection—especially in markets like DACH, France, or the Nordics where local language content is prevalent.We always recommend starting with testing first and seeing what impact this has on your overall volume of accounts and synced segments. Using distinct keyword groups can help stop your instance from getting too busy and confusing.

    Recommended languages to include:
    To start, prioritize based on your ICP distribution and revenue goals. However, these are typically the most valuable European languages to include for broader B2B coverage:

    • German – essential for Germany, Austria, Switzerland (DACH)
    • French – for France, Belgium, Switzerland
    • Spanish – for Spain and some LATAM overlap (if applicable)
    • Italian – for Italy
    • Dutch – for Netherlands and parts of Belgium
    • Swedish – strong B2B digital footprint in Sweden and broader Nordics
    • Polish – growing B2B tech and manufacturing market in Eastern Europe

    Optional, based on reach or niche markets:

    • Portuguese – mainly if you operate in Portugal or Brazil
    • Finnish, Danish, Czech – if you have go-to-market motions in those regions

    Pro tip: Balance quantity with contextRather than direct translations of English keywords, collaborate with native speakers or in-country teams to localize terms in the way your buyers would actually search or research. For instance:

    • "cloud security" in German might surface more signals as "Cloud-Sicherheit" or "Sicherheit in der Cloud"
    • Consider acronyms, brand mentions, and regional tech jargon might not be translated and instead be a loan word from English

    Next step actions:

    1. Audit current keyword coverage – Run a keyword gap analysis between top-performing English keywords and traffic volume by country.
    2. Identify high-value regional markets – Match to pipeline contribution or sales priority territories.
    3. Work with regional sales or language experts to localize keywords authentically.
    4. Add local language keywords into 6sense segments – Test by layering them into existing intent keyword groups and monitor uplift in signal volume over 2–4 weeks.
    5. Monitor by region – Use 6sense’s segment reporting to see if intent surges increase from specific countries after the update.
  • Stefano Iacono
    Stefano Iacono Posts: 18 6senser
    edited July 7

    Hi @Jami Abhinash , @Lex Kremer

    Stef here, I lead marketing in Europe for 6sense. Kimberly's advice is solid and a great place to start. In addition, depending on what you're trying to achieve, you may also want to consider your wider intent-based strategy - the key is to look beyond just keyword intent.

    Intent keywords are valuable, but they’re just one piece of the puzzle. Some of the strongest signals are the ones you already own, and 6sense helps you tap into them.

    A few things to consider:

    • Your website is a goldmine. If you have blogs, product pages, or any content structured around key topics, you can use those URLs in your keyword segments. For example, at 6sense if someone visits a blog with “ABM” in the URL, we’ll add them to our ABM campaign group.
    • Don’t forget campaign data. If someone attended a webinar or event, and that data is in your CRM or marketing automation platform, you can create rules that say: if campaign name contains X keyword, include them in the relevant group.

    For both website URLs and campaign data, if you wish to include this moving forward I would advise set smart naming conventions. This makes it easier to use “contains” logic in segment creation. For example, we standardise URLs and campaign names with keywords like “ABM” or “account-based” so they’re easy to match against.

    So yes, layering in local-language keywords makes sense - but don’t stop there. Use everything at your disposal to capture intent more holistically.

  • Jami Abhinash
    Jami Abhinash Posts: 2 ✭✭✭✭

    Thank you @Stefano Iacono & @Kimberly Conklin !!

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