If you use 6sense, you already know there’s a ton of data sloshing around. But unless you can carve out the right audience segments and keep them dynamic, you’re just lobbing messages into the void. This guide breaks down how to actually set up dynamic audience segments in 6sense so you can target real buyers—not just whoever’s in your database. If you’re tired of marketing to the same tired lists, this one’s for you.
Why Dynamic Segments Matter (And Where People Get It Wrong)
Let’s get one thing clear: static lists get stale fast. People change jobs, companies pivot, and intent can shift overnight. Dynamic segments update themselves based on real activity and data, so you’re always reaching the right crowd.
But here’s where most teams trip up: - They build one-size-fits-all segments just because 6sense makes it easy. - They pile on so many filters, the audience shrinks to nothing. - Or they set it and forget it—then wonder why results get worse.
Bottom line: Dynamic segments are only as smart as the strategy behind them. Don’t let the shiny features distract you from the basics.
Step 1: Get Your Data House in Order
Before you dive into segment creation, check your foundation. 6sense pulls from your CRM, MAP, website, and maybe other sources. If that data’s messy or outdated, your segments will be too.
Checklist: - Make sure your CRM fields—like industry, company size, and job title—are populated and standardized. - Sync 6sense with your main marketing and sales systems. Double-check connections and field mapping. - Clean up duplicates. Segmenting by “company” doesn’t help if you have ten versions of the same account.
Pro tip: Don’t bother building dynamic segments until your core data is at least 80% reliable. Otherwise, you’ll just chase your tail.
Step 2: Define Your Target Audiences (Don’t Get Fancy Yet)
Resist the urge to build a segment for every possible scenario. Start with a few high-value groups where precision matters—think target accounts, in-market buyers, or late-stage opportunities.
Ask yourself: - Who actually buys from us? (Look at your last 20 deals, not just personas from a slide deck.) - What actions, signals, or firmographics really matter? (Be honest: does “number of employees” actually change how you market?)
Common audience types: - Target accounts showing strong intent (visited pricing page, downloaded key asset) - Existing customers researching a new product line - Prospects in a certain industry or region, at a specific buying stage
Write down your criteria, but keep it simple. You can always add nuance later.
Step 3: Build Dynamic Segments in 6sense
Now for the hands-on part. Here’s how to actually do it:
1. Go to the “Segments” Section
- Log in to 6sense.
- Navigate to “Segments” (sometimes called “Segments & Audiences”).
- Click “Create Segment.”
2. Choose Account, Contact, or Lead
Decide if you want to segment by account, contact, or lead. Most B2B teams start with accounts.
- Account segments: Best for ABM, targeting companies showing intent.
- Contact/lead segments: Useful for email or sales outreach, but only if your CRM data is solid.
3. Set Your Criteria
Here’s where you define the rules. Take your list from Step 2 and translate it:
- Firmographic filters: Industry, company size, region, revenue.
- Intent data: Researching specific topics, visiting certain web pages, downloading assets.
- Engagement: Opened email, attended webinar, recent sales activity.
- Buying stage: 6sense predicts this—like “Awareness,” “Consideration,” “Decision.”
- Exclusions: Existing customers, competitors, or current pipeline.
Don’t overcomplicate. Too many filters and you’ll have a segment of three people. Start broad, see who falls in, and tighten up over time.
4. Make It Dynamic
Dynamic segments update automatically as people or accounts meet (or stop meeting) your criteria.
- In 6sense, this usually means just saving the segment—no extra magic buttons.
- Avoid uploading static CSVs unless you have a good reason. Once-off lists go stale.
- Use date-based filters (“engaged in last 30 days”) to keep audiences fresh.
5. Name Your Segment Clearly
Nobody wants to decode “Q2_Intent_Ref_Cust_EXCL”. Call it what it is: “North America SaaS Accounts—High Intent (Pricing Page Visits, Last 30 Days)”.
6. Save and Test
- Save your segment.
- Spot check the results. Do you see the right accounts? Any weird surprises?
- If you’re getting junk, revisit your filters and data mapping.
Step 4: Connect Segments to Campaigns (And Don’t Over-Automate)
Dynamic segments are only useful if you actually use them. Push your segments into your marketing automation, ad platforms, or sales outreach tools.
- Integrate with campaigns: Sync segments with email, ads, or sales sequences. Don’t just stare at them in 6sense.
- Watch for “automation regret”: If you connect a segment to a big campaign, double-check the audience. Nothing burns trust like blasting an internal segment by accident.
- Set up alerts: If a segment grows or shrinks fast, get notified. Sudden changes usually mean a data or criteria issue.
Pro tip: Don’t automate everything just because you can. Sometimes a manual review before launch saves a lot of embarrassment.
Step 5: Review, Refine, Repeat
No segment is perfect out of the box. Plan to revisit your segments every month or so.
What to look for: - Are you actually reaching the right people? (Ask sales.) - Is the segment growing or shrinking weirdly? - Has your data changed? (New sources, fields, or mapping issues.)
Kill segments that aren’t useful. Tweak filters if you’re getting too few (or too many) people. The goal is not “more segments”—it’s “the right segments.”
What to Ignore (Seriously)
- Vanity segments: Don’t build segments just because a stakeholder asks for them. If there’s no campaign or use case, skip it.
- Overly complex logic: If your segment rules need a flowchart, simplify. Complexity just creates confusion and errors.
- “Spray and pray” approaches: If you’re targeting everyone, you’re targeting no one. Dynamic doesn’t mean “bigger is better.”
Gotchas and Honest Advice
- 6sense’s intent data isn’t magic. It’s useful, but sometimes wrong. Always sanity-check what it’s telling you.
- Dynamic segments require good data. Garbage in, garbage out. No tool can fix a broken CRM.
- Don’t chase every shiny feature. Stick to what’s proven to work for your team.
Keep It Simple—Iterate as You Go
Setting up dynamic audience segments in 6sense isn’t hard, but doing it well takes discipline. Start small, focus on your best-fit audiences, and don’t get lost in the weeds. Review your segments often, keep your criteria clear, and don’t be afraid to delete what isn’t working.
Remember: The goal isn’t to use every feature—it’s to reach real buyers with the right message, at the right time. Start there, and you’ll avoid most of the common headaches.