6sense Data Use Case
A global customer experience marketing platform running thousands of campaigns monthly needed more nuanced intent data. Their previous provider’s broad keyword classifications grouped ‘evaluating’ with ‘buying’ intent, making it impossible to tailor messaging to specific buyer journey stages. The firm wanted 6sense Keyword Intent data with granular clustering to distinguish research phases from buying phases, enabling more relevant audience segments and personalized campaigns.
Why granular intent taxonomy unlocked better campaign relevance
Broad keyword classifications prevented targeting nuance. ‘Evaluating’ and ‘buying’ intent got grouped together, making it impossible to tailor messaging to specific buyer journey stages.
The Challenge
With thousands of campaigns running per month for global consumer brands, their marketing team needed intent data they could segment dynamically. Their previous provider’s keyword classifications were too broad. For example, “evaluating security” got grouped with “buying security,” muddling audiences into indistinct buying stages.
The Solution
They moved to 6sense Keyword Intent data with regular refresh cycles into their data platform. The difference was immediately clear: granular keyword clusters with real nuance enabled them to distinguish buying stages, separating customers in earlier research phases and from those actively evaluating solutions. They rebuilt their audience segmentation logic to leverage the richer taxonomy.
- Segment precision: With finer-grained keyword clusters, they could create audience segments that were far more specific and meaningful.
- Buyer journey clarity: They could now distinguish between different research phases, enabling tailored messaging for each stage.
- Campaign relevance: Messaging aligned better with audience intent. Recipients felt like the company understood where they were in their journey.
- Team velocity: Marketers could quickly build new audience segments based on emerging keyword trends and respond within days.
- Competitive response: Because they could see and respond to intent shifts quickly, they launched campaigns faster than competitors.
The Results
- More targeted segments: Audience definitions became far more specific and actionable.
- Better keyword depth: Granular clusters enabled individual account targeting for high-value prospects.
- Improved campaign performance: Alignment between audience intent and campaign message improved noticeably.
- Faster iteration: Team velocity increased for building and pivoting segments based on intent signals.
- Market responsiveness: Real-time intent response enabled faster campaign launches than competitors.
“Our previous data grouped ‘evaluating’ with ‘buying.’ That level of distinction makes your segments immediately more relevant. It changes what you can do with the data.”
About 6sense Keyword Intent Data
Keyword Intent reveals what people are researching, organized into granular intent clusters that distinguish between research, evaluation, and buying stages. This level of granularity enables you to create precise audience segments. Available with flexible refresh cycles, Keyword Intent integrates into your data platform, making it easy to rebuild and pivot segments dynamically as buying signals change.