Mission Critical: Three Ways to Save Demand Gen Using 6sense

Lisa Sharapata

Like every other Marketer I know, my 2020 Demand Gen plan were turned upside down in the matter of a week. Events canceled, travel banned, everything brought to a screeching halt. As a leader in a Martech startup, I didn’t have time to dwell. We needed to figure out how to pivot quickly. Luckily, I have an amazing team and brilliant technology at my fingertips. 

Inspired by the current environment — here’s what I came up with:

1. Repurpose

Amid the ongoing pandemic, I’ve seen some really clever things being repurposed. For example, in NYC, the Jarvis Convention Center —  the busiest Convention Center in the US for events, today is becoming a temporary medical station.

On a much smaller (and way less important) scale, I’m repurposing presentations we had already prepared for events and turning them into webinars. A lot of brands are doing this, but the shift is difficult and time-consuming, with minimal results. However, with 6sense, pivoting is easy and I’m able to broaden my reach literally overnight.

Here’s how: I’m taking my current event segments and turning them into a virtual event segment. You can see below I already had a segment created for this event by bringing the attendee list into 6sense.

But now that I’m not constrained to a physical location, I’m adding additional segments to the campaign like this “Tier 1 Sales Leader” segment, since the content is relevant for a broader audience and because it’s virtual I can broaden my reach. So I’m not only repurposing the content from the event but I’m repurposing other segments and including them in this campaign.

2. Refresh 

When you hear about illness spreading it’s a logical next step to start protecting yourself by washing your hands, sanitizing surfaces, etc. Sanitizing is about disinfecting but also making something purer. 

Times like these force us to stop what we’re doing. Hopefully, we also take the time to take a step back and reevaluate. When I clean my house I usually find that missing sock or even some money in the couch cushions! Or maybe I discover things I don’t need anymore or things I totally forgot I had. This can be true in business too. It’s a good time to take a fresh look at things.

Here’s how: I started with campaigns that were in-flight but not getting the results I thought they should. This “do the match” campaign was left on autopilot. This is what the landing page looked like:

We went back to the drawing board and gave it a facelift — updated the graphics and landing page, AND... 

...more importantly, updated the segment we were sending it to. And we’re already seeing amazing results!

3. Be resourceful

Most days I don’t think about if I’m going to be able to get the food my family needs or heaven forbid, buy toilet paper! (and I’m so grateful for that). I also don’t think about what I’m going to do if all our F2F Events are canceled and I have to reconfigure my marketing mix. Times like these force us to be more thoughtful, creative, and resourceful. It’s a good time to evaluate what you have at your disposal and how you can make the most of it.

Here's how: So, the third thing I’m doing is looking for new audiences by going into 6sense and seeing what new keywords are bubbling up. Here you can see “sales productivity” and “sales pipeline” are showing up, so I’m using this idea to create an entirely new ABM program based on these (and other sales-focused) keywords, and starting with them to create a new campaign.

Based on these insights, I built new segments to see what accounts are “in-market” and in my ICP. I broke it into two categories: a “Consideration” segment, and a “Decision or Purchase” segment — and applied a filter to focus on “Non-open opportunities.” 

Here's what the 6sense segment for Decision/Purchase looked like:

With all this new pipeline potential I have a whole new ABM Campaign just waiting to be kicked off. I’m putting together my plan now. It looks like this:

I’ll let you know how it goes when it’s done! In the meantime, hopefully, this gave you a few ideas you can use in your Demand Gen efforts and a look at how 6sense technology can help make our jobs a lot easier.

These things can be overwhelming. However, when I look at what all have I have going for me and slow down long enough to think about the positives, I find there’s a lot to be thankful for. We can all find silver linings — and not just in our marketing efforts. 

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