How do I build an audience for visitors with a high 6sense intent score?
Our team runs 6sense and I want to surface a stronger offer only to accounts that are actually showing buying intent, not to everyone who lands on the site. The idea is to reserve the high-commitment CTA for the accounts most likely to convert.
How do I express a high intent score as a Croct audience? I understand the concept of audiences but I am not sure how the 6sense score gets into one, or what has to be in place for that data to be available.
2 answers
You express it as an audience, which is just a CQL condition Croct evaluates in real time on every interaction. The one prerequisite is the 6sense Website Tag being live on the site. Without it none of the 6sense signals reach Croct, so that trips people up first.
Once the tag is in, 6sense resolves the account and the intent score comes through as a firmographic attribute you can target directly. In the audience builder you pick the 6sense intent-score attribute and set your threshold, so the condition reads like a simple score-above-N test.
The nice part is what happens to everyone else: accounts below the threshold, and anonymous visitors 6sense could not resolve at all, just do not enter the audience. Undefined variables evaluate to false, so there is no accidental catch-all. If you want the full picture of what CQL sees for B2B, the writeup on CQL attributes for B2B targeting covers it.
Confirmed, the intent-score audience is live and matching as expected once I verified the Website Tag was firing. Thank you both.
Buying stage works exactly the same way, it is another attribute 6sense exposes alongside intent score. We run an intent-score audience for the aggressive offer and a separate buying-stage audience for the softer nurture, same builder, different attribute. There is a good walkthrough of the stage side in personalizing by 6sense buying stage.