6sense Predictive Modeling (Predictive) optimizes your marketing and sales activities by helping you identify:
Who to prioritize
What to say to them
When to reach out
Predictive uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.
Predictive looks at the recent and past behavior of your potential customers, such as whether they search for your product by name (branded keyword search) or showed increased research activity related to your product. Predictive identifies companies and people who are most like the companies and people from your past closed/won accounts.
Predictive leverages 6sense, CRM, and MAP data to show you past activities related to an account, such as ad campaigns, calls, webinars, and responses. We call this “account reach” and it helps you know how your sales outreach to prospective customers is progressing.
By “behavior” we also mean “intent” - Predictive analyses companies and their employees behavior as it relates to the intent to purchase a product like yours. Predictive categorizes intent into buying stages and profile fit to identify 6sense Qualified Accounts (6QAs). These accounts are the most likely to respond to outreach from your sales team. Refer to Predictive Intent Model.
Predictive provides analytics that unify your sales and marketing teams on your highest priority accounts. In addition, reports and dashboards surface insights to help you understand the activity and progress on those accounts.
Predictive benefits
Predictive benefits include:
Buying stage analysis: Based on intent, 6sense categorizes accounts to help you prioritize who to contact for your outreach efforts. Refer to Predictive Buying Stages.
Profile fit analysis: 6sense analyzes how similar a company is to your ideal customer profile, and the same for people (contacts). Refer to 6sense Scores Overview.
6sense Qualified Accounts (6QAs) analysis: 6sense can tell you which accounts are the most likely to respond to outreach from your sales team. 6QAs are visible to you throughout the platform. Refer to 6sense Qualified Accounts (6QAs).
Model insight reports: 6sense provides reports based on the models, specifically the Predictive Model Insights report. Also see the 6QA Analytics and 6QA Trends reports.
Data Pack: You can purchase the data generated by Predictive. Refer to Predictive Data Pack.
All of these benefits rest on these 6sense capabilities:
6sense data: 6sense has over 500 terabytes of data about companies. Company information includes technographic (what technologies they use), firmographic (where is it located, etc.) and people (who works there) data.
Predictive AI models: Predictive uses robust AI models. Each Predictive model has its own data inputs. Refer to the specific model documentation for details.
Predictive and temperature: Revenue Marketing (RevM) and Sales Intelligence (SI) users have access to the 6sense account temperature. Temperature is a signal that looks at both web engagement on your sites (provided by our WebTag) and business-to-business network activity and momentum.
Temperature is available to SI users without Predictive, however in combination with Predictive CRM and MAP data is added to the temperature calculation. Refer to Predictive and Temperature Use Cases and Temperature Model.
Data used by Predictive
Predictive uses data from a wide range of sources, including:
1st party website activity data: Data gathered directly from your company’s audience, using the 6sense WebTag and web logs.
Keyword intent data: 6sense Signalverse data and 3rd party intent data. 6sense processes over 650B intent signals monthly, including those coming from:
Keyword research across millions of pages of B2B publisher content.
Partnerships for additional topic intent on B2B research sites (G2, TrustRadius, and Bombora, PeerSpot, and Gartner Digital Markets).
Firmographic (company information) and technographic (technologies used by the company) data from our partners.
Historical MAP data: Data from your marketing automation platform that is integrated with 6sense.
Historical CRM data: Data from your customer relationship management system that is integrated with 6sense.
How to get and set up Predictive
If you don’t already have Predictive, contact your Customer Success Manager (CSM).
If you don’t know whether or not your 6sense environment includes Predictive, check the RevM Create Segments filter list for “6sense AI” and/or the SI Discovery intent filter list for “6sense Intent”. Refer to the screenshots below.
After you get your Predictive license, you’ll work with 6sense Revenue Technology Consultants to set up a company model specific to your organization’s business needs. If your organization sells to multiple user profiles, you can create additional company models that represent different product focuses.
Part of setting up Predictive is to classify your data with the assistance of AI-driven taxonomy models. Predictive models use these classifications to trace buyers’ intent. Classification is also known as “data mapping”. Refer to Data Taxonomy.
Another important part of setting up Predictive is to define your company’s relevant opportunity definition. By default our Predictive models are tuned for new business opportunity types in the relevant opportunity definition. The best practice is to understand how your company qualifies for new business in your CRM and include any nuances that should be considered when understanding your ideal customer profile.
Use Predictive with Revenue Marketing
Use Predictive to define segments - cohorts for your advertising and email campaigns
Segments are lists of accounts (companies). You create segments to use in Advertising or Email campaigns. When you create a segment, you can filter the accounts based on the criteria listed under 6sense AI. Refer to Segments Overview.
Use Predictive to target channel outreach using Audience Workflows
You can use a decision node in an Audience Workflow to split outreach activities by buying stage.
Use Predictive with Sales Intelligence
Prioritize account activities using personalized dashboard that show which accounts are ready to buy and help identify key stakeholders.
Use the 6sense intent filters in the SI Discovery page.
Review Predictive trends in 6QA reports
6sense provides 6QA Analytics and 6QA Trends reports.
The Worked 6QAs section shows how the Sales team is responding to 6QAs.
Model refreshes
After your account’s models have been deployed, there may be times when the models need to be refreshed. For more information refer to the Community discussions.