Keywords are topical words or phrases that represent your company’s market, solutions, or customer needs. Setting up keywords helps sellers uncover what their prospects are researching, based on the keywords that your Administrator sets up within 6sense.
For details about managing keywords, see Keyword Administration.
Understanding Keywords
When viewing research activities on their accounts, sellers will see anonymous research activities displayed in Sales Intelligence under branded and generic keywords. These are categorized separately, as shown in the example above.
Tip: When looking at keywords, it can be helpful to hover over keywords of interest to uncover where the research took place. 6sense sellers may like to find locations that might deviate from the main office or HQ locations.
Branded Keywords
Branded keywords are generally indicative of late-stage research. These keywords reflect research activity around your or your competitors’ products or services. “6sense” or “Dreamforce 2024” are examples of branded keywords that 6sense, Inc. would use.
For branded keywords, we recommend including your brand and branded terms, branded products and services, competitor names and their branded offerings, key partners, and branded events.
Generic Keywords
Generic keywords generally indicate early-stage research and do not include brands or branded words. Select these keywords based on the needs and pain points of your prospects, for which you might offer a solution. For example, 6sense, Inc. could use generic keywords such as “contact details” and “ai driven sales”, based on the solutions we provide for prospects with these needs or pain points.
For generic keywords, we recommend including buyer pain points, unique solutions, and industry-related terminology.
Adding Keywords
Your 6sense package includes unlimited keywords. Only users with Primary Administrator or Administrator access can add and manage keywords.
To add keywords:
In Sales Intelligence, go to the Settings > Data Settings > Keywords > 6sense Intent Keywords tab.
At the top right, click Add Keywords.
If your package includes multiple predictive models, the popup displays a choose product category dropdown menu. This only applies if your package includes more than one predictive model. Select a category from the dropdown menu.
For the choose keyword type dropdown, Select Branded or Generic.
List the new keywords (specific to the keyword type in the previous step), each on a separate line.
When finished, at the lower right click Add Keywords.
Repeat steps 4-6 so that you list and add Branded and Generic keywords separately.
If applicable (based on step 3), complete the steps for each product category.
Once you add a new keyword, it may take 24-48 hours to begin seeing new data in Sales Intelligence for that keyword. There will be a seven-day history or “look back” once new keywords are updated and reflected in SI.
Updating Keywords
As a seller or sales manager, it’s crucial to work with your go-to-market (GTM) team to keep your keywords up to date. For example, if a new competitor comes into your market, add their company name and any branded products or services to 6sense as new keywords.
We recommend collecting feedback from end users and checking your keywords regularly, ideally every quarter or twice a year. Some popular, high-volume keywords might distract sellers, so it’s important to either provide more context for those keywords or remove them. Overall, your keyword strategy should be dynamic, ensuring it remains useful for end users and aligns with your go-to-market strategy.
For details, see Keyword Administration.
Best Practices
Below are some best practices for adding keywords. For more about best practices, check out the RevCity article Best Practices for Selecting and Adding Keywords.
Add Competitor Names and Products
Competitor names and products make excellent keywords. In addition to competitor names, add a product or service next to it—for example, “6sense .”
Start from Your Existing SEM and SEO Keywords
SEM and SEO keywords are not the same as intent data, but they can help kick-start your intent strategy. Focus on mid-funnel and lower keywords, avoiding those at the top. Gather your best keywords related to specific products, as these usually lead to more conversions. Then, copy and paste those keywords into 6sense.
6sense Recommended Keywords
The keywords list in Settings > 6sense Intent Keywords has a link for Recommended Keywords. It shows keywords that are similar to the words you’ve already chosen and might help you discover new options. When considering adding these keywords, trust your own knowledge about your products, and be cautious with words that might be too vague in nature, as these might generate more “noise” for your sellers.
To learn more, check out Keyword Recommendations FAQ.
Additional Keyword Considerations
Avoid using overly generic words.
Avoid words with multiple meanings. For example, “Apple” could refer to the company or fruit.
Use caution with acronyms.
Do not use special characters like #, @, and $.