The Keyword Performance report helps you understand what keywords or keywords groups drive accounts down the funnel towards a closed-won opportunity. In other words, which keywords or keyword groups help move accounts to visit your site, become a 6QA, or become an opportunity.
This helps you:
Optimize your keyword strategy by removing low-performing keywords and doubling down on those proven to influence your pipeline.
Determine campaign strategies based on terms and phrases being researched.
Allocate budgets to the most effective areas.
To learn more about keywords refer to Manage Keywords.
Prerequisites
6sense Revenue Marketing
Keywords must be defined. Refer to Manage Keywords.
The 6sense WebTag must be installed on your website. This is required for reporting the Visited Website metric.
Integration with a supported CRM is highly recommended. Some filter options are not available if there is no access to your CRM.
All users in 6sense can view the report.
Metrics provided in the report
The following metrics display in the Keyword Performance report:
Total Accounts: The number of accounts that researched the keyword.
Acounts with Web Visits: The number of accounts that researched the keyword or keyword group that then visited your website, and the conversion rate of research to site visit. Requires the 6sense WebTag.
Accounts with 6QA: The number of accounts that researched the keyword or keyword group that then became a 6QA, and the conversion rate of research to 6QA. Requires the Predictive add-on.
Accounts with Opportunities: The number of accounts that researched the keyword or keyword group that then became an opportunity, and the conversion rate of research to opportunity. Requires an integrated CRM.
Accounts with Relevant Opportunities: The number of accounts that researched the keyword or keyword group that then became a relevant opportunity, and the conversion rate of research to relevant opportunity. Requires an integrated CRM and the Predictive add-on with the relevant opportunity defined. Refer to Relevant Opportunity for Predictive.
Access the Keyword Activity report
From the left menu select Reports.
Scroll to KEYWORDS > Keyword Performance.
Select View Report.
The report displays keywords and their usage based on your 6sense environment configuration.
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Adjust the report sources
The All accounts menu lets you choose the source for the report. Select one:
All Accounts (default)
All 6QAs
Segment by name
If Predictive is configured for one model/product, the report will use that. If there are more than one model/product defined, you can pick which one to review using the Product menu at the top right.
Adjust the keyword dimension
You can adjust the report for one of the following dimensions:
By Keyword
By Keyword Group
By default the dimension is By Keyword.
Filter the results
Use the Filter option to narrow down the report results:
Accounts in CRM: Select one:
In CRM
Not in CRM
Keyword Category: Select one:
All
Branded
Generic
Keywords Researched: Enter a keyword to search.
Keyword Groups Researched: Enter a keyword group to search.
Countries: Enter country names to search.
States: Enter a state name to search.
Cities: Enter a city name to search.
Account Buying Stage: Requires the Predictive add-on. Select one or more:
Target
Awareness
Consideration
Decision
Purchase
Account Profile Fit: Requires the Predictive add-on. Select one or more:
Weak
Moderate
Strong
Performance Details keywords list
The Performance Details panel lists the keywords and details about usage.
Total Accounts: The number of accounts that researched the keyword.
Acounts with Web Visits: The number of accounts that visited your website. Requires the 6sense WebTag.
Accounts with 6QA: The number of accounts that qualify as a 6QA, according to your configured definition. Requires the Predictive add-on.
Accounts with Opportunities: Requires an integrated CRM.
Accounts with Relevant Opportunities: Accounts that met your criteria for a relevant opportunity. Requires an integrated CRM and the Predictive add-on with the relevant opportunity defined. Refer to Relevant Opportunity for Predictive.
Drill down into column details
Select any linked number in a column to open a list of the accounts that used the keyword for the column’s criteria.
The accounts details list includes the account name, location, number of employees range, revenue range, and industry.
Use search to find specific accounts.
You can also download a CSV from this popup.
Download a CSV of the report
Select Download to get a CSV file of the report, with additional fields that are not in the display panel. The CSV includes: account name, country, domain, MID, CRM ID, state, city, number of employees range, revenue range, industry, buying stage, 6QA status, profile fit, reach score, website activity, B2B network activity, 6sense media activity, external media activity, marketing activity, sales activity.
Save a report
Select the Save icon to save a report to the reports list.
Get a link to the report
Select the Link icon to get a link to the report.