For revenue team alignment and predictable pipeline generation, it’s useful to have an objective single source of truth for determining lead quality. At 6sense, we’ve developed the 6QA (6sense Qualified Accounts), which brings science to the forefront of lead and account scoring, eliminating the human subjectivity that often makes lead scoring nebulous and more art than science.
This guide explains 6QAs, including how they differ from traditional score-based qualified leads, and how they are determined using intent data, machine learning, and predictive analytics.
What is a 6sense Qualified Account?
A 6QA (6sense Qualified Account) is an account that has been vetted and determined to be likely to buy, based on a combination of intent data and engagement signals analyzed by 6sense’s AI-driven platform. 6QAs are predicted to be approaching the end of their buying journey and have high potential to convert soon.
6QAs offer a level of certainty that allows businesses to focus their efforts on accounts with the highest likelihood of producing revenue, making sales and marketing efforts more efficient and effective.
Also, understanding an account’s buying stage, needs, and pain points allows for more personalized and relevant marketing efforts. This personalized approach can lead to higher engagement rates and a streamlined buyer’s journey.
How is it Different From an MQL?
MQLs, or Marketing Qualified Leads, are leads that likely have an interest in your brand. A 6QA tells you that an account is not just interested, but is a strong fit that is likely to become a customer based on their behavior. It gives insights into:
The Account’s Buying Stage
Understanding whether an account is in the awareness, consideration, or decision stage can inform the type of content and communication strategies to employ. An account normally becomes a 6QA when it enters the consideration or decision stage.
Intent and Interests
Knowing what solutions an account is researching or the problems they’re trying to solve allows for more tailored interactions.
Engagement Level
The degree of interaction with your brand’s online presence and content can indicate an account’s interest level and their readiness to engage in sales discussions.
This deeper level of insight makes 6QAs different from MQLs in these key ways:
Account vs. Individual: While MQLs focus on individuals within an organization who have shown interest in your offerings, 6QAs focus on the account. This approach recognizes that B2B buying decisions are often made by multiple stakeholders within an organization, not just a single individual.
Predictive Analytics vs. Lead Scoring: 6QAs utilize AI-powered predictive analytics and intent data to identify accounts that are in-market and ready to buy. In contrast, MQLs calculate interest and readiness subjectively by assigning leads points based on their engagement with marketing efforts, such as downloading a whitepaper or attending a webinar.
Strategic Engagement: MQL strategies are often generalized, focusing on moving individual leads through the marketing funnel. Since sales reps using 6sense have access to more granular account information, outreach to 6QAs is tailored to the account’s specific needs and buying stage.
Working with 6QAs enables a more strategic, efficient, and account-focused marketing and sales process, instead of the more lead-centric, activity-based identification of MQLs.
How is a 6QA determined?
6QAs are determined through a sophisticated process that leverages AI and machine learning, intent data, account engagement, and predictive analytics to identify accounts that have a high likelihood of converting into sales. This comprehensive, science-based approach improves accuracy and relevance in scoring and prioritizing accounts.
Here are the components that go into calculating 6QAs.
Buying Signals and Intent Data Analysis
6sense’s platform analyzes vast amounts of data to identify buying signals that indicate an account’s interest in purchasing products or services. These signals come from various sources, including:
- Web browsing behavior (pages visited, content consumed, assets downloaded)
- Engagement with specific topics relevant to the products or services offered
- Search activity on keywords related to your brand’s solutions
This intent data is crucial in uncovering accounts that are not just passively interested but are actively seeking solutions, making them prime candidates for engagement.
Multiple Persona Engagement
B2B buying decisions typically involve multiple stakeholders within an organization, each with their own set of concerns and criteria for evaluating solutions. 6sense’s approach accounts for engagement across these different personas, recognizing that an account showing engagement from multiple personas is often a stronger candidate than one with engagement from a single persona.
This approach provides a more comprehensive view of an account’s buying intent and readiness, and is critical for effective multi-threading outreach.
Account Fit Analysis
6sense evaluates the fit of an account using firmographic and technographic data, along with historical deal information. This includes:
- Industry, company size, and geographic location
- Technology stack and digital footprint
- Historical interaction with similar products or services
Machine learning algorithms analyze historical sales data, including both successful conversions and missed opportunities, to identify patterns and characteristics of accounts that are more likely to buy. This analysis includes comparing current accounts’ behaviors and attributes with those of past deals to predict purchasing likelihood.
Accounts that closely match the profile of previous successful deals are scored higher, as they are considered more likely to convert based on proven compatibility and need.
Customization Features
6sense allows for the customization of scoring models based on different audience segments, territories, and other criteria relevant to your sales strategy. This capability ensures that:
- Accounts can be scored and prioritized in a way that aligns with the specific goals and strategies of sales reps
- Sales efforts can be focused on the most promising opportunities, maximizing pipeline efficiency and effectiveness
- Businesses can adapt their approach based on changing market conditions, new product launches, or shifts in strategic focus
6QAs are determined using both qualitative and quantitative data, ensuring that sales and marketing teams are focusing their efforts on accounts that demonstrate a clear fit and readiness to purchase. This strategic approach enables revenue teams to optimize their sales processes and increase the efficiency of their sales cycles.
