Need help specifically measuring the impact of 6sense advertising

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Leigh
Leigh Posts: 13 ✭✭✭
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We've been running 6sense ads suboptimally for the past few months, and I recently hired an offshore agency to get very specific and test and learn into higher-converting campaigns. They just started campaigns Sept. 11 so we're waiting to see results.

However, I have a bigger issue. I need a way to see how the whole group of ad campaigns performs and WHICH accounts are engaging with them in one view. Right now I have to go into each campaign, look at accounts that have the most engagement, then wondering if they're in a deal in Hubspot.

I "get" influenced, etc.; however, my boss and leadership is skeptical, mainly because sales' usage of 6sense is sketchy at best. But I really HOPE I can report on advertising results and tie it directly to revenue.

I see all the leading indicator metrics, and the influenced info, but it's a black box. Where can I at least get a list of ALL accounts that have ENGAGED (clicked or better) with an ad, so I can upload/compare it to a list of open opps in Hubspot?

The whole marketing team is me and a revops person so I need things to be easier than this, please. :-) @brandon.maranion @Sarah Wylie @Heather Foeh Tagging people to draw attention to this request (and also, "Hi, y'all! See you in a couple of weeks!").

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Comments

  • Kimberly Conklin
    Kimberly Conklin Posts: 472 6senser

    @Kyle Dugan tagging you here!

  • Kyle Dugan
    Kyle Dugan Posts: 23 6senser

    Hi @Leigh. I think what you are looking for is here: All campaigns, "download" (lower right, just above spend), "Analytics for Accounts Reached" "6sense Accounts", then pick your timeline and export. Once you have that you can filter and sort by clicks/engagement and then compare that to what you have in Hubspot.

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  • Leigh
    Leigh Posts: 13 ✭✭✭

    Thanks, Kyle. I appreciate the assist.

    And it underscores a bigger issue: Why can't I automatically see this information from within Hubspot? If 6sense is actually influencing business, which I believe it is, why does it show up in exactly zero reports on campaign activity, spend, etc.?

    Is there a best practice or solution to make this connection? I'm considering setting up a workflow in Hubspot that captures ad clicks from 6sense ads to capture it as a touchpoint.

    I appreciate and support the "influenced" data that 6sense shares; however, my leadership is still stuck in the "Show me the number of leads" mentality (as is the board). @Saima do you have any recommendations, by chance?

  • Saima
    Saima Posts: 60 6senser

    @Leigh how about leveraging segmentation to pull together accounts who engaged with any ad over x time period and also have opportunities created within that time frame?


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