Segment Performance Reports

segment performance reports provide marketers with insights to understand movement of accounts through various buying stages or stages of engagement. They help you understand the effects of your marketing and sales tactics that use 6sense segments.

You can use performance reports to conduct retrospectives on successful cohorts, adjust marketing and sales strategies, and identify opportunities to create more effective campaigns and segmentation schemes.

Each month’s Segment Performance Report data is available on the 3rd of the following month, at 12:00 AM UTC. Weekly report data is available Mondays.

All 6sense ABM Platform customers can access segment performance reports from the ABM > Reports menu.

There are two types of segment performance reports available:

• Buying Stage analysis report: Helps you understand the transition of accounts between 6sense-provided predictive buying stages: Target, Awareness, Consideration, Decision, and Purchase.

• Engagement analysis report: Helps you understand the level of engagement across various account states throughout your marketing and sales pipeline, from “no intent” to opportunities won.

The contents of the reports depends upon your license subscription.

Report contents and your license subscription

Based on your 6sense subscription, features in the segment performance report are either available or disabled:

• Platform subscribers with no CRM integration: Engagement analysis with limited channels of connected data visualized, and no opportunity pipeline or revenue.

• Platform subscribers with CRM integration: Engagement analysis with limited channels of connected data visualized, along with a view of influenced opportunity pipeline and revenue.

• Advanced subscribers: Buying Stage and Engagement analysis, with all channels per data mappings completed for product categories, along with a view of influenced opportunity pipeline and revenue.

Set up a segment performance report

To set up a segment performance report:

1. Go to ABM > Reports.

2. Enter the details required to set up the report. Refer to the Segment report settings section below.

3. Click Apply.

Segment report settings

The annotations in the screenshot refer to the following settings:

1 – Product Category

If you have an Advanced subscription and multiple appropriately mapped product categories, select the specific product category on which to base the report.

2 – Segments

Use the Search function to select the segment to use for analyzing changes in performance. Select a segment that was created prior to the end of the Analysis Timeframe that contains <100,000 accounts.

If you include multiple segments in the report, the report will be generated based on accounts that were in any of the selected segments.

Best Practice: Typical segments that are worth analyzing in a segment performance report are those that expect to have accounts distributed across buying stages and engagement states, so that you can observe changes.

3 – Comparison Timeframes

ABM performance reports provide a way to understand impact by comparing a historical timeframe with another similar historical timeframe. You can see relevant trend insights that help you understand and evaluat performance, enabling flexible month-to-month or quarter-to-quarter analyses.

• One Month to Another: Compares a calendar month to another calendar month. You can analyze the most recent completed month and compare it to the previous month. Default timeframe selections include:

  • Baseline Timeframe: (Default) 2 calendar months ago. The timeframe to be to compared against. Must be prior to the analysis timeframe.

  • Analysis Timeframe: (Default) 1 calendar month ago. The timeframe to analyze.

• A Range of Months to Another Range: Compares two longer timeframes, as aligned to sales and marketing programs or internal reporting initiatives. You can analyze quarter-over-quarter timeframes and associated performance. Default timeframe selections:

  • Baseline Timeframe: (Default) 4-6 calendar months ago (2 quarters). The timeframe to be to compared against. Must be prior to the analysis timeframe.

  • Analysis Timeframe: (Default) 1-3 calendar months (last quarter). The timeframe to analyze.

4 – Cohort options

The cohort options determine the data availability within the segment performance report.

As most segments have some dynamic nature due to behavioral filters, other qualifier filters, or changes in account matching over time with 6sense improvements, you must select between one of the provided options to define a static cohort to analyze. For example, you can select accounts that were in the segment during the analysis timeframe, or baseline timeframe.

• Accounts in the Segments AS OF TODAY: Any date range can be selected.

• All accounts in the Segments during the BASELINE TIMEFRAME: The segment must have been created prior to the baseline timeframe.

• All accounts in the Segments during the ANALYSIS TIMEFRAME: The segment must have been created prior to the analysis timeframe.

5 – Analysis Type

If you have an Advanced subscription, Analysis Type lets you pick between the analysis type they want to use for the report as described earlier. Platform-only subscribers have the Engagement analysis type selected by default.

6 – Opportunity Reporting

• Exclude $0 Opportunities: Removes opportunities whose values are either blank or set at $0. This helps to get the most accurate number of active opportunities.

• Exclude Irrelevant Opportunities: Removes opportunities that aren’t relevant. Refer to Relevant Opportunity Definition.

Interprete a segment performance report

After you set up a report, you can view the results. Each month’s Segment Performance Report data is available on the 3rd of the following month, at 12:00 AM UTC. Weekly report data is available Mondays.

Summary statistics

For each report type (buying stage or engagement), the segment performance report displays summary statistics that provide a snapshot of the changes within your segment during the selected timeframe.

Here is an example Buying Stage analysis summary:

Here is an example Engagement analysis summary:

The summaries include the following information:

• Total Accounts: The total number of accounts analyzed based on the report’s cohort configuration.

• Increased Buying Stage/Increase in Engaged Accounts: The number of accounts that increased their buying stage or engagement in the analysis timeframe, as compared to the baseline timeframe.

• New Pipeline (USD): The new pipeline created in the analysis timeframe among the total accounts. Only opportunity data where the currency is US Dollars or undefined, as determined by your CRM to 6sense mappings, are included in this summary. This data includes Microsoft Dynamics or Hubspot.

• Total Won (USD): The new revenue associated with opportunities closed-won in the analysis timeframe. Only opportunity data where the currency is US Dollar(s) or undefined, as determined by your CRM to 6sense mappings, are included in this summary. This data includes Microsoft Dynamics or Hubspot.

Cohort Performance

Each segment performance report shows the distribution of the cohort of accounts by Buying Stage and Engagement as applicable in the baseline timeframe and the analysis timeframe. This data does not include Microsoft Dynamics or Hubspot.

Buying Stage

The buying stage shown is the highest buying stage reached by an account in the given timeframe, with Purchase being the highest and Target being the lowest. Accounts are mutually exclusive between buying stages in a given timeframe.

For Advanced subscribers, below each buying stage bar is a summary of the New Pipeline (USD) and Total Won (USD) associated with the accounts in each buying stage.

For Advanced subscribers, here is an example of Cohort Performance:

Engagement

Engagement states consider whether an account has met the criteria for each state in the given timeframe. Accounts are not mutually exclusive between these states and are counted within each state that are applicable in the given timeframe.

Below the Opps Created bar is a summary of the New Pipeline (USD) associated with the accounts that had an opportunity created in the selected time range; below the Opps Won bar is a summary of the Total Won (USD) associated with the accounts with a won opportunity in the selected time range.

This is available to Advanced and Platform subscriptions customers.

The following are the Engagement states shown in this analysis:

FAQs

Is all engagement data exclusively tied to the model taxonomy mappings? For example, for No Engagement, are we only looking at the activity rules configured for MAP/CRM for the specific model category?

Yes.

How many keywords or how many research activities need to happen to show intent?

Researching any number of keywords shows intent.

For Anonymous Web Visits and Known Engagement, how many people have to take an action for an account to qualify?

Any person with the account taking an action will qualify that account.

Are Opportunity Opened and Opportunity Won specific to the model category relevant definition?

No. They are based on any opportunity data in your CRM.

What specific action(s) does the account/individual need to take to be considered engaged with MAP or CRM campaigns?

This is dependent on mapping.

Is there a way to look at these reports without a model attached?

No. The product selection defines which opportunities flow into it. See the following examples.

For Advanced subscribers, here is an example Cohort Performance chart:

For Platform-only subscribers with no CRM integration, here is an example Cohort Performance chart:

For Platform-only subscribers with CRM integration, here is an example Cohort Performance chart:

Cohort Movement

For Advanced subscribers, Cohort Movement applies to the buying stage analysis.

Cohort Movement helps you understand the nature of the movement of accounts within the predictive buying stages that are mutually exclusive. Each cell in the grid shows how many accounts moved from one highest buying stage (in the baseline timeframe) to a same or different highest buying stage (in the analysis timeframe).

For an Advanced subscriber, here is an example Cohort Movement for one product category:

Activities by Source

Each segment performance report contains data on the activities that the accounts within the segment performed, were reached by, or were engaged with.

Data points shown here are dependent upon your subscription and integrated data sources. Each account, and their associated pipeline and revenue, appear under each activity that they interacted with.

Changes in percentage represent changes in the accounts influenced per activity source category.

Tip: The Activities by Source page is also available in the Funnel Insights Report.

Click the buttons at the top of the chart to toggle between Activity type or Team views.

Note: Retargeting campaigns are not included in segment performance reports.

View the table below for the definitions and source of each activity:

You can click on each individual data point within this visualization and get detailed insights for the specific keywords researched, campaigns, and sales activities that influence outcomes.

NOTE: If your CRM is not integrated with 6sense, New Pipeline Influenced (USD) and Total Won Influenced (USD) are not available. When integrated, both are shown for opportunities where amounts are in US dollar (USD) only.

Click on data points within the Activities by Source visualization (and many other data points within the segment performance report), to open a filtered list of accounts with relevant data.