Quick Hits: Events Planning with 6sense, Pt 2

Great follow-up, @Melissa Chong. Appreciate how this moves field marketing from “who should we invite?” to “who is actually showing enough signal to warrant different levels of investment?”

The tiering is especially helpful because not every ICP account deserves the same motion. Some need senior-level outreach, some belong in structured networking, and some are better suited for broader brand touchpoints. That’s where keyword strategy becomes much more than topic planning — it becomes prioritization, personalization, and budget discipline.

On that note and to your question: I’d build keyword groups around the conversations sales actually needs to create: urgent pain, active initiatives, competitive displacement, and executive-level business outcomes. Then I’d use those groups to shape event tracks, invite strategy, and follow-up plays rather than just session topics.

For example, if you’re attending a major industry conference and your target-account list shows several high-fit accounts surging around “cost optimization,” “vendor consolidation,” and “AI automation,” I’d use that signal to shape a more focused field motion.

Instead of only inviting everyone to the booth or a generic happy hour, you could host a small executive dinner for those specific accounts around a theme like: “Scaling Growth While Reducing GTM Complexity” for instance.

Then the keyword data informs who'd get the white-glove invite, what the dinner topic should be, which sales leaders should attend, and what follow-up messaging happens afterward.

That’s the value difference between “we’re going to the trade show” and “we’re using the trade show to create the right conversations with the right accounts.