How might 6sense refine its Intent Data collection to offer more precise targeting for B2B marketers?

Introduction

To refine 6sense's Intent Data collection for more precise B2B marketing targeting, we need to analyze the current system, identify pain points, and develop innovative solutions. I'll explore user segments, pain points, potential improvements, and metrics to measure success.

Step 1

Clarifying Questions

• Looking at 6sense's product offering, I'm thinking about the types of intent signals they currently collect. Could you provide more information on the current data sources and signal types 6sense uses for intent data collection?

Why it matters: Determines the baseline for improvement and potential gaps in data collection. Expected answer: Web behavior, content consumption, and third-party data partnerships. Impact on approach: Would focus on expanding data sources or improving existing signal processing.

• Considering the B2B marketing landscape, I'm curious about the primary challenges marketers face with the current intent data. What are the most common complaints or limitations reported by 6sense customers regarding intent data accuracy or usefulness?

Why it matters: Identifies specific areas for improvement and prioritization. Expected answer: Issues with data freshness, accuracy in identifying decision-makers, or industry-specific blind spots. Impact on approach: Would tailor solutions to address the most pressing customer pain points.

• Given the importance of data privacy and compliance, especially in B2B environments, how does 6sense currently handle data privacy concerns, and are there any specific regulations or industry standards we need to consider in our improvement efforts?

Why it matters: Ensures that any proposed solutions align with legal and ethical standards. Expected answer: GDPR and CCPA compliance, with specific measures for B2B data handling. Impact on approach: Would incorporate privacy-preserving techniques in data collection and processing.

• Thinking about the competitive landscape, how does 6sense's intent data offering currently compare to major competitors like Demandbase or Bombora? Are there any specific areas where we're looking to gain a competitive edge?

Why it matters: Helps focus improvements on areas that can differentiate 6sense in the market. Expected answer: Strengths in certain industries or data types, with opportunities in others. Impact on approach: Would prioritize improvements that leverage existing strengths or address competitive gaps.