What is Predictive?
Even on its own, intent data is incredibly powerful. But intent data can become even more powerful by allowing AI and machine learning to use the intelligence to predict trends and opportunities.
6sense’s predictive capabilities take your intent data to the next level. There are three foundations to 6sense’s predictive models:
- Fit: Know who your ideal customers are.
- Reach: Know how well you are reaching buyers.
- Intent: Know when buyers are in-market.
By capturing billions of signals and accurately matching them to accounts — and comparing your company’s historical performance in opportunities — 6sense’s AI capabilities can gauge where buyers are in their journey. From there, you’re served up the accounts that are most likely to purchase and know the best way to engage with them at any stage in their buying journey.
6sense customers that use predictive capabilities have seen:
- 39% more opportunities
- 13% more wins
- 45% larger deals
- 38% shorter deal cycles
Let’s look at how predictive and intent data can win at every buying stage.
Target Stage
Accounts in the target stage may not have begun their buying journey. They might be unaware of your products and services, your company, or just barely aware.
These accounts should match your ideal customer profile. When building brand awareness, it’s best to serve them top-of-funnel content and campaigns.
For example: You may not have keyword research data yet, but you can use firmographics, technographics, and other account details to serve information tailored to their business. Create a personalized frame on your website for these accounts that serves up high-level content like eBooks and blog posts about specific pain points your products are solving.
Awareness Stage
In the awareness stage buyers have started their research journey. They have a problem they are looking to solve, are searching for solutions, and may even be aware of your company. They’re starting to show signs of life.
In this stage you want to start lightly targeting these accounts with some buying stage campaigns.
For example: Serve up targeted display ads that educate the buyer about the solutions they’re seeking. Steer them toward
- Helpful blog posts describing common problems and solutions
- Downloadable checklists they can use to identify their needs
- Links to third-party studies and analyst reports that deliver unbiased insights..
Additionally, you can use intent data to power website personalization, such as empowering chat bots to suggest content based on an account’s interests.
Consideration Stage
Here, the account is starting to focus on specific solutions, the general industry, and potential vendors — including your competitors. If they’re not considering your company at this point, you are behind the curve.
Intent and predictive here will recommend to start delivering personalized campaigns based on the keywords and topics they’re searching, highlighting some of the specific ways your solutions can address their concerns.
For example: Provide content that focuses on ways you can solve the specific challenges the buyer has identified. Consider using:
- Blog posts that discuss specific challenges in-depth, and detail how you can solve those issues
- Downloadable guides that compare features and pricing, especially relative to competitors they may also be researching
- Case studies, customer reviews and testimonials
Decision Stage
You’re entering the late stages of the deal and a decision is coming soon.
Thanks to intent data and predictive functionality you’ve been early to the opportunity and have been controlling the narrative compared to the competition. Accounts aren’t ready to negotiate a deal, but they are ready to engage with sellers directly. Now is a great time to focus on multi-threading to make sure you are engaging with as many buying team members as you can.
For example: Now is the time to focus on direct conversations. Outreach should focus on booking demos and meetings.
Purchase Stage
The final stage where a buyer will select their vendor. All the chips are on the table.
For example: Use intent data to spot potential objections and concerns ahead of meetings so you can tailor conversations. Pay particular attention to intent signals mapped to different buying team personas. This can help you spot concerns and proactively address them in conversations.
