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Account-Based Experience
Guides

The Payments Playbook for Account-Based Marketing & Sales 

A guide for revenue teams to create and convert more pipeline in Payments.
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Home / Solutions / Financial Services / The Payments Playbook for Account-Based Marketing & Sales

Chapters

Chapter 1

Introduction

Chapter 2

3 Use Cases for Marketers in Payments

Chapter 3

3 Use Cases for Sales Teams in Payments

Chapter 4

Conclusion

Table of Contents

Chapter 1

Introduction

Sales and marketing teams at most payments companies are working towards the same goals — but they often lack the data and tools to properly collaborate and focus on revenue opportunities from the right companies.

Marketing teams usually run broad-based campaigns that target companies with firmographic data (such as industry, revenue, etc.), while sales teams focus on predefined account lists that are established much earlier in the fiscal year.

The dedication is admirable, but by failing to perfectly align their efforts, both teams miss huge opportunities to focus their collective attention on accounts that are actively researching their company’s solutions. That’s where 6sense Revenue AI comes in. In this guide, we’ll show you three simple use cases for both marketing and sales, and exactly how they’d work for your company.

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The Traditional Approach No Longer Works
of the client’s journey is done anonymously.
0 %
of website visitors fill out forms.
0 %
of target accounts are in-market to buy.
0 %
of deals are won by the first firm a client contacts.
0 %

It’s Time to Focus Resources on Clients Who are Ready to Engage

If we just knew when clients were in-market (looking for solutions), sales and marketing would be so much easier. Thankfully, tools like 6sense — which can illuminate and identify the anonymous “buyer intent” research activities mentioned above — can solve this gap.

6sense assembles…

  • Third-party internet research, likewhat keywords or topics B2B buying teams are researching on the internet
  • Data that you already own, such as analytics and info from website and CRM
  • And matches it at the company level…

…to guide you on when clients are in-market, which products they’re interested in, who and how to contact them. Check out the examples below to understand how using this unified information, leveraged across the entire revenue team, would look like for your firm.

Chapter 2

3 Use Cases for Marketers in Payments

1. Measure and improve marketing efficiency by targeting businesses in need of new payment products.

Problem

Let’s say you’re launching a new vertical payments product built for law firms.

Impact

Previously, marketing campaigns have been broad and generalized with low conversion rates.

Solution

Rather than advertising this to all law firms, you build a subset — or segment — of law firms that have been researching payments related topics.

Result

Only these firms will hear about your new product, and your ROI on dollars spent on the campaign is 2x higher than it would’ve been.

6sense Advertising allows users to build custom segments to target in-market accounts across media channels.

2. Promote products that businesses need for their stage and industry.

Problem

Let’s say you’re launching a new international payments product.

Impact

You don’t have a method of identifying prospective customers that are conducting business internationally.

Solution

With 6sense, you create an audience segment of companies that meet your ICP and are researching cross-border payment solutions. You can then advertise to this segment using 6sense’s programmatic advertising capabilities.

Result

You significantly increase your click through rate (CTR) and return on ad spend (ROAS).

Custom keyword tracking, as depicted above, shows which keywords are surging in research, signifying intent. Users can track unlimited custom keywords and bucket them into keyword groups to scale.

3. Find new businesses that are beginning to think about payment products they need.

Problem

New businesses that can leverage your payment solutions are constantly being launched.

Impact

The payments industry is highly competitive with many well-known players making it critical to get in front of these young companies early.

Solution

Using intent data, you can spot companies that are actively searching for terms like “payment gateways,” and target them for outreach.

Result

By getting in front of these new businesses before your competitors, your company can create a long-term relationship with them, maximizing their lifetime value.

Custom keywords are tracked to determine which accounts are researching your products or competitors. These segments can then be targeted with the respective offerings with native display ads and paid social integrations.

Custom keywords are tracked to determine which accounts are researching your products or competitors. These segments can then be targeted with the respective offerings with native display advertising and paid social integrations.

Chapter 3

3 Use Cases for Sales Teams in Payments

1. Prioritize prospects who are actively seeking payments solutions.

Problem

Let’s say you’re a mid-market AE with a territory of hundreds of businesses.

Impact

You don’t have much inbound right now and don’t know where to focus your outbound efforts.

Solution

With 6sense, you have a list of 15 accounts at your fingertips that are showing high intent, including important information like what they’ve been searching for and who the key contact is.

Result

By reaching out to these contacts with personalized outreach, you’re able to convert 30% into scheduled meetings.

Account details page, embedded within your CRM, display relevant account information, like intent keywords researched and which web pages are being visited, where your sellers already work.

2. Act at the right time on real prospect interest to get ahead of competitors.

Problem

As an AE, your day is spent focusing on research, prepping for calls, pitching companies, and much more ... but not much is spent actually selling.

Impact

Your quota requires you to source 25% of your own opportunities but you have limited time to prioritize outbound outreach.

Solution

6sense’s platfrom can provide you with a daily alert that shows you exactly which companies in your territory are researching payment products — including what they’re searching for, and a list of contacts to engage with.

Result

This enables you to carve out 30 minutes a day for outbound outreach to warm accounts, which allows you to source your own leads and satisfy your quota.

Setup custom alerts for reps to be notified via email and slack about recent web visits, account details, and online activities like intent, buying stage, and contact engagement.

3. Build deeper customer relationships through cross-sales.

Problem

A significant portion of customers initially purchase a starter product (like a payment gateway), but eventually evolve to require more advanced products, like payment processing APIs.

Impact

Customers typically begin researching APIs, software integrations, and similar topics once their needs evolve. This can lead to churn if not addressed promptly.

Solution

By leveraging 6sense, you create a segment to track when customers start this kind of research. You’ll have an inside track on their behavior and know when it’s the right time to check in.

Result

This proactive approach enables you to educate and assist your customers in their transition, optimizing customer retention and increasing upsell opportunities.

Chapter 4

Conclusion

These use cases are just a few plays your teams can use to better understand buyer and customer behavior, and drive revenue.

Dive deeper into our extensive content libraries featuring customer stories, blogs, and additional guides below.

Explore 6sense for Payments

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The 6sense Team

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The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.