Predictive buying stages help you prioritize leads, accounts, and opportunities. The stages indicate the likelihood of an account opening or progressing in the next 90 days.
Predictive analyzes generic and branded searches, links clicked, forms filled out, page views, and more to determine the level of intent towards purchasing a product like yours.
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Target buying stage (intent score 0–19)
The Target stage is for accounts currently showing little to no activity. 6sense does not view these accounts as actively in-market as they are not performing significant levels of research or digital activity.
We suggest you target this population for broad awareness messaging to prepare them for their next journey.
Awareness buying stage (intent score 20-49)
The Awareness stage is for accounts that are showing some level of activity and should be treated as top of funnel/early stage. The likelihood they will convert to an opportunity in the next 90 days is a lower probability than later stages as they are likely just starting their buyer’s journey.
We suggest you target accounts in this stage for broad-based engagements. Additionally, you could consider those above a certain threshold (such as 40 and above) for mid-funnel activity such as targeted content syndication.
Consideration buying stage (intent score 50-69)
The Consideration stage shows accounts exhibiting more significant activity compared to their baseline, with a longer history of above-average engagement. This is considered the first mid-funnel band and usually shows an increase in conversion rates.
We suggest you target these accounts with banners, content syndication, and social channels, using buyer’s guide type content.
Decision buying stage (intent score 70-85)
Accounts in the Decision stage show significant digital research activity levels across data sources.
We suggest you treat these accounts as mid- to low-funnel. Marketing could create “air cover” content by product category and deliver it, while sales engages with the outbound prospecting.
Purchase buying stage (intent score 86-100)
The Purchase stage is for accounts at the bottom of the marketing funnel and those most likely to open an opportunity soon. Our customers have seen a significant premium in opportunity open rates at this stage and are targeting for high-value engagements such as telephone prospecting/qualification and sales touches.
Intent and the buyer journey
Predictive analyzes different signals to determine where an account is categorized in a buying stage. The following diagram shows how a few of these signals, such as whether they downloaded a white paper or attended a webinar, correlate to a buying stage.
