6 Quick Wins Using Intent Data

For new 6sense users, the platform offers powerful capabilities, but knowing where to start can feel overwhelming. Intent data reveals which accounts are actively researching solutions in your category, giving you the insights needed to prioritize outreach, personalize messaging, and accelerate deals.

The tactics below are designed to uncover pipeline opportunities fast, whether you’re building your first audience segment, launching campaigns, or identifying accounts that sales should contact today.

Understanding intent data

Before diving into specific tactics, it’s important to understand the three types of intent data available in 6sense:

• First-party intent comes from your own digital properties, like website visits, content downloads, and email engagement. Example: A prospect visits your pricing page multiple times.
• Third-party intent is aggregated from external sources like publisher networks, review sites, and data co-ops. Example: A company’s employees are reading articles about your product category on G2 or an industry trade website.
• Second-party intent is shared directly from partners or vendors. Example: A media partner shares data on who’s engaging with content about your industry.

Together, these intent signals help you:

• Spot in-market buyers early
• Precision target high-value accounts showing buying signals
• Optimize content and campaigns by tailoring messaging to buyer interests
• Accelerate pipeline efficiency by routing and scoring leads faster

Now we’ll put it all into action.

Quick win #1: Build your first intent-based audience

What it is: Useaudience segments in 6sense to build lists of accounts researching specific keywords or groups of keywords. Your first segment should target accounts actively researching topics related to your solution.

Why it matters: This “Actively Researching” play is one of the easiest segments to build and delivers immediate value. It targets accounts showing intent around your solution category, which enables you to deliver specific messages that align to their interests and needs, making your outreach more relevant and timely.

Step-by-step

1. Navigate to Segments in 6sense
2. Click Create Segment
3. Add filters based on:
   1. Keywords researched: Select terms related to your solution (e.g., “marketing automation,” “ABM platforms”)
   1. Buying stage: Target accounts in Awareness, Consideration, Decision, or Purchase stages
   1. Profile fit: Layer in firmographic filters that fit your Ideal Customer Profile (company size, industry, revenue range)
4. Name your segment (e.g., “Q1 2025 – Actively Researching ABM”)
5. Save and review the account count

What to look for: Your segment should include accounts in mid-to-late buying stages for the highest conversion potential. If your segment is too small (under 50 accounts), broaden your keyword criteria. If it’s too large (over 5,000 accounts), add more specific filters to focus on your ICP.

Quick win #2: Launch a competitive takeout campaign

What it is: Target accounts that are part of a competitor’s install base or actively researching competitors.

Why it matters: These accounts are already in-market and evaluating solutions. Strategic competitive messaging can shift consideration in your favor before they make a final decision.

Step-by-step

1. Build the audience using these filters:
   1. Profile: Technology Used. Select competitor products
   1. Intent: Keyword. Add competitor brand names and product terms
2. Choose your journey stages: Focus on mid-to-late stage accounts (Consideration, Decision, Purchase)
3. Select your channels: Use low-touch channels (display ads, LinkedIn) or high-touch channels (email, sales outreach)
4. Develop competitive content: Position your solution objectively with supported claims, avoiding aggressive or arrogant tones
5. Launch the campaign through 6sense Advertising or integrate with your existing ad platforms

What to look for: Track Account CTR and Accounts Newly Engaged in the campaign dashboard. Competitive campaigns often see lower CTRs than brand campaigns, but the accounts reached are highly qualified.

Quick win #3: Identify low-hanging fruit with segment analytics

What it is: Shows you which accounts in your segments have the highest intent but lowest sales activity; these are immediate opportunities for outreach.

Why it matters: High-intent accounts without recent sales touches are low-hanging fruit. Your sales team can prioritize these accounts for personalized outreach, knowing they’re actively researching.

Step-by-step

1. Open any segment and click the Analytics tab
2. Review the Sales Activities chart
3. Filter for accounts with 90+ days since last sales activity
4. Cross-reference with Buying Stage to prioritize Decision and Purchased stage accounts
5. Export this list and route to sales for immediate follow-up

What to look for: Accounts showing high keyword research activity combined with 90+ days of sales inactivity represent missed opportunities. Aim to reduce this gap by establishing automated alerts or workflows that notify sales when intent spikes.

Quick win #4: Uncover untapped revenue in “Not in CRM” accounts

What it is: Reveals accounts showing buying intent that don’t yet exist in your CRM, representing entirely new pipeline opportunities.

Why it matters: These accounts are researching your category but haven’t been engaged by your sales or marketing teams yet. They’re prime candidates for adding to your CRM and launching targeted campaigns.

Step-by-step

1. Navigate to Predictive In-Market or any segment
2. Set the Account Source filter to “Not in CRM”
3. Review accounts in Decision and Purchase stages first
4. Export the list and:
   1. Add accounts to your CRM
   1. Enroll in nurture campaigns
   1. Assign to sales development reps for research and outreach

What to look for: The Predictive In-Market dashboard will show you how many accounts in Decision and Purchase stages are not in your CRM. A high number here (1,000+ accounts) indicates significant untapped pipeline potential.

Quick win #5: Add contacts to high-intent accounts

What it is: Helps you quickly acquire contacts for your top personas at high-intent accounts.

Why it matters: B2B buying groups typically include 18 to 23 decision makers. If you only have one or two contacts at a high-intent account, you’re missing opportunities to influence the full buying committee.

Step-by-step

1. In Segment Analytics, review the Contact Coverage chart
2. Identify accounts with fewer than five contacts
3. Use Contact Acquisition workflows to:
   1. Specify target personas (e.g., VP of Marketing, Director of Sales Operations)
   1. Define seniority levels and departments
   1. Request contact data for these accounts
4. Once contacts are acquired, enroll them in targeted email campaigns or add to sales sequences

What to look for: Accounts with zero to two contacts represent the biggest coverage gaps. Prioritize contact acquisition for Decision and Purchase stage accounts where having multiple touchpoints will accelerate deal progression.

Quick win #6: Measure success with Model Reports

What it is: Track how effectively you’re moving accounts through the buyer journey and converting them into opportunities.

Why it matters: Monthly reviews of your model performance help you understand if your intent-based strategies are working, as well as where to adjust.

Step-by-step

1. Navigate to Reports > Administrator Reports > Model Report
2. Review these key metrics monthly:
   1. Accounts by buying stage: Are you moving accounts from Awareness → Consideration → Decision → Purchase?
   1. Open opportunity conversion rate: How effectively are accounts in each stage converting to opportunities?
   1. Conversion lift: How much more likely are Purchase-stage accounts to open opportunities compared to all accounts?
3. Analyze Firmographic Signals to identify your highest-converting segments:
   1. What industries, company sizes, or revenue ranges convert best?
   1. Are these aligning with your business priorities?
4. Adjust your campaigns and budget allocation based on these insights

What to look for:

• Conversion rate improvement month-over-month
• Percentage increase of accounts reaching Decision and Purchase stages
• High conversion lift (15x+ indicates strong model performance)

If metrics are flat or declining, revisit your segmentation criteria, campaign messaging, and channel mix.