Personalizing the homepage by 6sense buying stage, how does the data flow?
Dev at a B2B SaaS. Marketing bought 6sense and now they want decision-stage accounts to land on case studies while awareness-stage accounts get the product explainer hero. I own the implementation so I need specifics.
What 6sense fields does Croct actually expose for audience targeting? Buying stage is the headline ask but marketing will absolutely come back asking for more, so I'd rather know the full list now. And what has to be installed on our side for the data to flow
2 answers
The 6sense integration exposes the following fields for audience targeting:
- Buying stage
- Intent score
- Profile fit
- Employee ranges
- Revenue brackets
The prerequisite on your side is the 6sense Website Tag installed on the site. Once it is in place, 6sense resolves anonymous visitors to their account's firmographic data, and those signals feed Croct audiences in real time, no form fill or login required.
For your use case, you would define one audience per buying stage and attach an experience to each: decision-stage accounts get the case-study hero, awareness-stage accounts get the explainer. The same fields support the requests your marketing team is likely to make next, such as messaging by company size or targeting a specific revenue bracket. The 6sense personalization playbook walks through building these experiences.
One behavior to set expectations on: firmographic resolution takes a moment on the first page view, so experiences typically activate on subsequent page views during the session. Default content serves in the meantime.
From the marketing side of an identical setup: agree on naming with your marketing team before building the audiences. We ended up with "6sense decision" and "Decision Stage (6sense)" for the same thing built by two people, and cleaning that up after experiments had run was annoying. Also brief them on the second-page-view behavior upfront, otherwise the first QA pass generates a bug ticket, speaking from experience.