At the SiriusDecisions summit this year we announced a first-of-its-kind partnership with Forbes Media. The goal of this partnership is to help our clients adapt and excel in today’s shifting environment by bringing customer data, media execution and predictive intelligence together to deliver tangible business outcomes for our clients. Dell will be the first customer to use the Forbes and 6sense publisher – predictive intelligence solution to drive their media campaigns.
Before we jump into how this new approach works it’s helpful to understand how it’s different from what came before.
Demand Generation Is a Game of Diminishing Returns
With experience in B2B marketing comes the knowledge that finding the right audience is more than half the battle. Pivotal purchasing decisions in companies are made over the span of many months and include large buying committees. Finding and reaching the right people with your message often spells the difference between winning new business and losing to your competition.
Historically, demand generation marketers have talked about driving revenue by stimulating demand. Outbound prospecting or sales-driven account lists were created based on the profile characteristics determined to be your ideal customer fit. These lists would then be inundated with emails and calls until they either vowed to never speak to anyone at your company again or begrudgingly agreed to a call with your sales development rep.
From Generating Demand To Capturing It
Thankfully, the door on these practices is about to be shut for two reasons. First, B2B marketers finally have the ability to integrate their marketing technologies and data across the length of the funnel. This development finally helps bring visibility to the entire buying process by connecting data from web analytics, marketing automation and CRM tools. The attribution code can finally be cracked as marketers achieve visibility from the first interaction they have with a prospect to the moment they sign the contract.
The other side of this equation is intent data. Intent data has always been there, whether in the interactions a prospect took with your webinar, the white paper downloads you generated through a partner or a conversation over drinks at a trade show. The missing ingredient was scale. In a world of complex purchasing cycles, companies couldn’t find enough 3rd-party intent data to make a meaningful impact on the design of their marketing strategy or the execution of their campaigns. With the rise of customer data captured by companies and available for purchase from a multitude of sources at scale, that bottleneck is beginning to expand.
The confluence of these two developments gives B2B marketing and sales professionals the opportunity to go beyond MQLs to truly understand the business challenges faced by their prospects and the ability to reach them first with solutions that help them achieve their goals.
“Connecting brand and demand in our digital marketing efforts is a key initiative at Dell. With the Forbes and 6sense integrated solution, we now have the ability to rethink the way we approach media buys and customer engagements – we can now identify which customers are in-market to buy specific solutions, understand Forbes’ reach against these specific audiences, and then discretely target each population for engagement,” said Heather Berggren of Dell.
Publisher and Predictive Intelligence Solution – Forbes and 6sense
The Forbes – 6sense partnership is a giant step in that direction. When you put an integrated marketing technology stack and the full buying cycle visibility it delivers together with intent data at scale, you can suddenly start to see a fundamental shift in how the modern enterprise interacts with its prospects. One of the first that is taking hold is the rise of the publisher and predictive intelligence solution. Using the 6sense predictive intelligence platform Forbes has been able to accomplish something truly special.
This is how it works:
- 6sense connects first party data (web analytics, marketing automation and CRM) adds Forbes activity data and the robust 6sense intent and static data network.
- Based on historic conversion rates and external behavioral activity 6sense predicts who is in market to buy and what stage of the buyer’s journey they’re in.
- Forbes builds targetable segments based on this data and serves up campaigns to match their stage of the buying process. At the decision stage the funnel is more focused and marketers can invest in high-impact site takeovers for high-intent prospects.
- Every page on Forbes sites hosts a 6sense tag which allows highly-accurate and real-time ROI tracking by immediately delivering conversion stats. These numbers not only let you know how your marketing dollars are performing, but also inform and improve the predictive algorithms that built your target segments.
Dell Leading the Way in Innovative Media Execution
For Dell, the partnership between Forbes and 6sense allows them to make the most of their media investment. “Connecting brand and demand in our digital marketing efforts is a key initiative at Dell. With the Forbes and 6sense integrated solution, we now have the ability to rethink the way we approach media buys and customer engagements – we can now identify which customers are in-market to buy specific solutions, understand Forbes’ reach against these specific audiences, and then discretely target each population for engagement,” said Dell Global Demand Generation Manger Heather Berggren.
To learn more about how Forbes and 6sense leverage their partnership to drive media execution for our clients find a time to talk with one of our predictive intelligence experts.