The Contact Reach model compares current contact marketing and sales outreach activity of your company with previous similar efforts that ended in a sale. By assigning a high, medium, or low reach score to each contact, the model provides a data-driven understanding of which contacts are most receptive due to recent sales and marketing outreach.
Prerequisites
The Contact Reach model scores are only available with the Predictive add-on.
Use cases for Revenue Marketing
Since the reach model evaluates the quality of the outreach activities, marketers can use the reach score in conjunction with the intent score (buying stages), or contact engagement grade to find out where they have opportunities to help push deals forward.
Think of this as a matrix:
Accounts with a low contact reach score and low intent score or contact engagement grade:
These accounts are not yet in market, but they also haven’t been successfully reached out to. There may be accounts in this quadrant that when marketed to will respond and become interested.
Accounts with a high contact reach score and low intent score or contact engagement grade:
These accounts have been marketed to but aren’t expressing interest. Marketers should likely slow down marketing to these accounts.
Accounts with a low contact reach score and high intent score or contact engagement grade:
These accounts haven’t been marketed to but they’re still very interesting. With an amount of effort, these accounts are most likely to convert to opportunities and ultimately revenue.
Accounts with a high contact reach score and high intent score or contact engagement grade:
These accounts have responded to marketing efforts. They should continue to be targeted with sales and marketing outreach to try and convert them to an opportunity.
Use cases for Sales Intelligence
The Contact Reach model helps sellers identify contacts most likely to convert by analyzing historical marketing and sales outreach alongside engagement levels. It ensures reps prioritize efficiently, focusing on accounts with high activity but low engagement, or those with high intent but no outreach.
Key use cases for sellers
Sellers can leverage the "Contact Reach Score" filter in Discovery (Low, Medium, High) to strategize:
Prioritize New Outreach: Target contacts with a strong profile fit and a Low Contact Reach Score. These are ideal prospects for initial engagement.
Maintain & Advance Opportunities: Continue focused outreach to contacts with a strong profile fit and a High Contact Reach Score. They are highly engaged and ready to be moved towards opening a new opportunity for the account that the contact is a part of.
This model empowers sales teams to optimize their efforts and drive higher conversion rates.
Contact Reach model details
Contact Reach Score:
CRM Task/Event
Call: left_voicemail, no_voicemail, other
Email: sent, other
CRM Campaigns
Sent, targeted, invited
MAP
send
Definitions
Contact Reach is the output of 6sense’s Contact Reach model and produces a score based on the likelihood of a contact having a won opportunity based on how and when they have been recently contacted. The Contact Reach score is measured from 0-100, with a higher score indicating that the level and recency of outreach indicates a higher likelihood of a won opportunity.
Contact Reach levels are assigned to contacts based on their Company Reach score, and each contact’s bucket is reevaluated daily.
High contact reach score: 76-100
Medium contact reach score: 40-75
Low contact reach score: 0-39
Calculation
The Contact Reach model analyzes each customer's past outreach that led to successful deals to identify patterns in the types and frequency of engagement. It then evaluates accounts by measuring how closely the volume and type of their outreach matches that from historical wins. The model learns which outreach attributes are most predictive of success for each customer and prioritizes those factors when generating scores.
FAQ
Does the model score all contacts in CRM and MAP?
Yes.
What do the scores low, medium, and high imply?
This model provides a score that represents the likelihood of a contact having a won opportunity based on how and when they have been recently contacted.
The input data can include both sales and marketing activities. high: > 75, medium: 40 - 75 and low: < 40.
What activities contribute to the contact reach model?
Marketing email sends, sales email sends, sales phone call outreach.
What fields in CRM and MAP are we pulling this data from?
MAP data and CRM campaigns/campaign member, tasks, events.
Can we define the type of activities we want to ingest into the model?
Yes, through data taxonomy mapping you can choose which marketing/sales activities you want to contribute to model scoring.
What’s the significance of Contact Reach? How does it help sales teams?
The Contact Reach score helps sales teams determine with whom to engage. For example, a contact with a high intent score and low reach score indicates the contact is showing interest but has not been reached by sales efforts. Given their intent, this contact would likely be receptive to outreach efforts.
What’s the difference between Contact Reach and Contact Engagement?
Contact reach is an outreach activity from sales/marketing. Contact engagement is the engagement back from the prospect.