One-to-One & One-to-Few Campaigns at 6sense

One of the most commonly discussed topics within Marketing here at 6sense is how to effectively target a smaller subset of accounts in an effective, meaningful way. After speaking with Jeff Siegel, our Director of Strategy, I've compiled a few best practices on the topic below:

1. Target multi-country variants of accounts and capture relevant subsidiaries that align to the strategy (remember we ID accounts by country & domain, so there may be multiple ‘accounts’ to target for full 1x1 activation).
2. Budget the same as you would a normal campaign - think about desired exposure for the estimated number of people you’ll try to target. The only difference is number of accounts = 1 (or whatever your segment is based on #1).
3. Deploy specific messaging - use the company’s name, logo, message unique to their industry or need, etc. Otherwise why are you bothering doing 1x1?
4. Offer a truly valuable landing & CTA - see #3. Tailor to them, make it resonate and stand out, align it clearly to their needs. Even if you’re recycling a white paper from other campaigns, make the landing experience unique.
5. Manage expectations - you’re not likely to get a ton of engagement directly. Especially if they are not in a buying cycle (did you target based on intent / predictive or select this account because you want to target them).
6. Focus on brand exposure and engagement, this is about awareness first, direct engagement second.
7. Go long - expect that the timeline for outcomes may be an extended one.
8. Cycle your programs - go in for the long haul, but manage bursts, rotate content and offers. You’ll saturate that 1 account much faster than a larger audience.
9. Multi-Channel - 1x1 Display is not going to move the needle, make this part of a coordinated multi-channel effort. Ideally closely align to sales & field motions targeting the same account.