“6sense’s powerful ability to trace the activity and engagement from the org across our portfolio has been instrumental in understanding which accounts are more likely to convert.”
—Sr. Product Strategist at a leading technology publisher
When the economy sours, ad spending is usually one of the first casualties — and that can punch a hole in revenue projections for B2B publishers.
Here’s the good news: Publishers don’t need to scramble to find wild, inventive ways to generate new revenue. Instead, they can use 6sense to tap into two powerful opportunities:
- The ability to sell ad placements at premium prices. This is because 6sense delivers stronger audience insights, which makes ad slots more attractive to advertisers.
- A new revenue stream that comes from 6sense customers. 6sense offers a preferred publisher network to help B2B advertisers focus spending on content that’s likely to attract quality prospects. By joining the network, publishers can tap into this focused revenue stream.
Let’s take a look at both revenue opportunities.
Stronger Audience Insights
Advertisers pay publishers a premium to appear in front of targeted audiences. But B2B publishers typically only have strong insights into 20% to 30% of the people who visit their websites. This data gap makes it hard for publishers to monetize their traffic fully.
To solve this, publishers need technology that reveals more information about anonymous site visitors — such as which companies they represent, and how close those companies are to making certain purchase decisions.
How 6sense Builds the Value of Your Existing Audience
6sense calls anonymous research activity The Dark Funnel™. Think of all the readers who consume content on your site without logging in or subscribing. Since they’re doing so anonymously, publishers are missing valuable information such as their readers’:
- Industry
- Company
- Predicted job role
- Specific research interests
This information can be used to create segmented audiences that advertisers will pay a premium to reach. The more precise the segmentation, the more money a publisher can command for website ads, newsletter banners, sponsored emails, and event sponsorships.
Ways to Monetize Insights
By providing more audience insights, 6sense can help B2B publishers:
- Partner with advertisers: Publishers can partner with advertisers to create sponsored content or targeted ad campaigns. These collaborations can provide revenue streams while also creating engaging content for readers.
- Build larger and more specific audience segments: These can be used to sell website ads, newsletter banners, sponsored emails, and to create — and sell sponsorships for — events focused on the needs of specific audiences.
Generate Revenue With a Single Line of Code
Publishers that join the 6sense intent network and qualify can become part of our preferred publisher list.
The list is used by 6sense customers to focus their ad spending on high-quality ad placements. Programmatic advertising can reach target audiences wherever they go online, but focusing on quality sites tends to give advertisers better conversion rates and lead quality.
Publishers can add a new line of revenue — and gain several thousand dollars a month — simply by installing a single line of code.
How 6sense Helps B2B Publishers Find New Growth Avenues
6sense also provides publishers a roadmap for growing your audience, boosting engagement, and finding new advertisers.
Publishers can use 6sense the same way other customers do — to increase the efficiency of their sales and marketing efforts. 6sense uses a variety of intent data sources to identify accounts and personas you may want to target to grow readership.
Growing Your Audience
- Find new readers: B2B publishers can use 6sense to find and target potential readers who match their ideal audience characteristics. Critically, 6sense can identify these readers even if they haven’t visited your site, thanks to our third-party intent network.
- Smarter advertising. 6sense can also reveal when potential subscribers are researching topics where you offer valuable content. It’s the perfect time to drive attendance to a digital event!
- Time-Saving Automation: AI and orchestrations can be used to enroll target subscribers into marketing campaigns. This way, as potential subscribers shift their research focus, the ads you deliver can shift in lockstep.
Boost Engagement
- Personalized content: When readers visit your site, you can use intent data to power website personalization, which can boost engagement and subscriptions. Three examples:
- Content hubs that provide recommended articles
- Chatbots that recommend relevant ebooks, newsletters, or online communities to join
- A homepage that prominent features content based on a visitor’s industry or recent keyword research
Find More Advertisers
Third-party intent data can let you know which advertisers are currently reviewing your media kit as a prospective partner. You can also spot opportunities to upsell current customers that are showing extreme interest.
By understanding the specific interests and needs of these advertisers, publishers can tailor their outreach efforts and make a compelling case for why they are the right platform to help advertisers reach their target audience effectively.
6sense’s third-party buyer intent capabilities enable publishers to identify the best opportunities for engagement. This data-driven approach helps publishers optimize their outreach efforts and increase the chances of converting potential advertisers into long-term partners.
Conclusion
6sense can help B2B publishers maximize their revenue in several ways. Some — like joining our preferred publishing network — are incredibly easy. Others take a bit more time, but can help you build your audience, find advertisers, command higher ad rates via targeted segmentation, and drive higher registration to events.
