6sense + PathFactory: Practical, Actionable Advice to Level-Up Your Content Personalization

5 minutes
Jan 24, 2022
Account-Based ExperienceDigital Marketing

When it comes to personalized buying experiences, B2B buyers have the same high expectations as consumers. In fact, nearly 70% will consider ditching a vendor if they don’t receive personalized...

When it comes to personalized buying experiences, B2B buyers have the same high expectations as consumers. In fact, nearly 70% will consider ditching a vendor if they don’t receive personalized outreach.

But there’s good news for sellers. Armed with the right data and tools, B2B revenue teams can create and deliver dynamic, persuasive, personalized experiences that win customers over.

6sense and PathFactory are two platforms that help sellers do just that. 

They operate terrifically on their own, but when combined, they can deliver game-changing results for revenue teams. In a recent webinar, Grace Kupczak, 6sense’s Digital Strategy and Growth Marketing Manager, sat down with PathFactory CSM Carly Huizenga to discuss the importance of dynamic, personalized content in marketing and sales.

In this installment of our webinar recap, we’ll see why dynamic personalization is crucial for B2B marketing, and take a peek into what’s in store for 6sense and PathFactory in the future. 

We recommend you watch the webinar for yourself, but if you’re in a hurry, here are the highlights:

The Importance of Dynamic Personalization

Buyers are busy and attention spans are limited, Grace told webinar attendees, which means companies must capture their attention as quickly as possible. 

6sense helps marketers address this challenge by de-anonymizing and analyzing buyer behavior across the web, determining where accounts are within their respective journeys, and much more. This includes critical information about the unique concerns of accounts and their buyers. 

PathFactory users can leverage this powerful data to craft customized (or auto-generated) content experiences for website visitors. When prospective buyers visit the website, their content experience is automatically tuned to their needs and questions.

Grace shared some practical and effective ways that the two technologies work together.

Personalized Headers

A good way to do this on your website is with a personalized header. For example, if your organization has an audience segment for buyers in the manufacturing industry, dynamically swapping out a generic header with one specifically for manufacturers makes your website feel made just for them.

Don’t Forget Verticalization

Another way 6sense reaches buyers with dynamic personalization is with its resources library. While the website section generated lots of traffic, it wasn’t generating much engagement.

“I set up and worked with my content director to think through what are the niche audiences that we need to cover,” Grace said. “They’re not going to respond well to our generic content. And a lot of that has to do with verticalization.”

The team then developed content to educate verticals that are less familiar with the technology companies like 6sense, and used PathFactory to set up experiences dynamically generated to serve this content to those segments.

For example, the website experience for manufacturing prospects would automatically present curated content for their needs. The resources center also presented curated content.

Content Layout Matters 

Grace also told attendees about “rule of threes” and how it was critical for content personalization.

Present prospects with three different content-experience options, and highlight the preferred option as one with more importance or urgency. Website users don’t want to feel forced to make a decision, so providing a few options ensures the reader feels in control of their experience (and will click your preferred CTA anyway). 

It’s important to give audiences a robust experience that continues “below the fold” of the webpage, too. This can easily be accomplished at scale for multiple audience segments by personalizing a handful of on-site elements that matter, such as the header, CTAs, and other content readers will first encounter at the top of the page.

The rest of the content can be left static to preserve a full, navigable experience. 

What the Future Holds for the Partnership

Although 6sense has made great strides in using PathFactory to develop personalized content tracks, Grace and her team have more plans in store.

“I definitely would like to create some dynamic overlays on our site where we link out to videos of what 6sense does for our customers and monitor (the rate of content consumption) from there,” she said.

Considering 6sense’s exponential growth, it’s important for Grace and her team to create and distribute content at scale, which is something she’s confident PathFactory can help with. 

In addition to scaling, Grace plans to leverage PathFactory for email cadence development. Email marketing remains a vital investment, and dynamic personalization can be used not just on websites, but to connect with prospects through email as well.

Using dynamic PathFactory links and 6sense cadences, Grace hopes to generate more efficient top-of-funnel nurturing through personalized email campaigns.

Best Practices for Starting With PathFactory and Dynamic Personalization

Grace was eager to share some best practices for teams that are new to PathFactory:

Get Tagging in Check

Teams will want to start by determining the different stages of the buyer’s journey and mapping content to each stage and persona. They can then add and organize tags that label the different types of content and indicate their position in the sales funnel.

PathFactory helps its customers accomplish this by providing in-depth insights into content types that work best and model ROI based on your budget. 

Start Small and Scale Over Time

To avoid overwhelming your team, Grace advised, it’s best to start small and scale from there. 6sense has at least 15 dynamic tracks to support the ongoing account-based campaigns in place, but teams can — and should — start much smaller. 

Begin with a few critical keywords that people search for in your industry, Grace said. Teams can start small by breaking their buyer’s journey into two stages: audiences in the Awareness and Consideration go in one bucket, while those in Decision and Purchase fall into another.

As you get metrics that prove campaign success, scale and optimize accordingly by getting more granular with the buyer journey stages, adding more keywords, and incorporating audience segments.

Harness the Power of Dynamic Personalization

Both 6sense and PathFactory are ideal platforms for B2B companies developing and managing personalized content experiences. If you want to connect with your audiences, your organization can benefit from using both platforms in your marketing strategies.

For deeper insight and more ways you can benefit from 6sense and PathFactory, check out the full webinar.