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Introduction to Qualified Reverse IP (Powered by 6sense)

6sense is a reverse IP tool that allows Qualified customers to quickly identify who is on their website based on the IP address of the person visiting the website. 6sense offers up top-level firmographic information about the company the visitor works for based on the name of the business hosting that IP. 

You can think of this data as types of information that can be used to categorize organizations, such as geographic area, number of employees, type of organization, industry, technologies used and so on. The data is used to segment organizations into meaningful categories such as your Target Accounts or companies that fit your ICP (ideal customer profile).

In this guide, we’ll go over how Qualified works with 6sense to alert your reps to your most valuable website visitors and offer them up a personalized tailored experience with your brand.

How Reverse IP Works with Qualified

As mentioned above reverse IP can offer up firmographic information about the company a visitor works for including company name, employee count size, and other important company information.

Firmographic information about a visitor.


When a visitor hits your site Qualified Reverse IP powered by 6sense will automatically try to figure out who the visitor is for you based on their IP address and a technology we use called Fuzzy matching.

Fuzzy matching is a technique used in computer-assisted translation as a special case of record linkage. It works with matches that may be less than 100% perfect. Basically, we do our best to find the closest match using the website information offered up by 6sense.

We can then use the Qualified.com Target Account feature to fuzzy match that visitor to an Account or Open Opportunity you have in your Salesforce instance. and alert your team to this important visitor on your website.

Target Accounts and Reverse IP

Our Targeted Accounts feature allows for you to create lists based on your high value Accounts or Opportunities and later on trigger specific experiences or alerts for the visitors that belong to these Accounts and Opportunities as soon as they hit your site.

You can create lists based on any criteria in Salesforce including custom fields such as ‘Tier’ or standard fields such as Account Owner or Type. We recommend also creating a few lists for your Open Opportunities as well, allowing for you to later on alert your sales team when one of their Open Opportunities is on the site.

Some common Targeted Account lists might include: Open Opportunities, Diamond Accounts, ABM Accounts, or Current Customers.

Target Account Filters.


Qualified Reverse IP will then help to determine if a visitor on the site is part of your Target Account lists by matching the company website address provided by 6sense and the website address you have stored in your Salesforce instance.

Website targets.

Setting up Visitor Fields

Finally, you'll want to also add 6sense to your visitor fields to pull in information provided by 6sense and map that information back into Salesforce Lead or Contact records. Visitor fields are the fields in Qualified where you will store everything you wish to track and know about your website visitors. Visitor fields contain information you might gather through chatting/talking to a lead directly, information they might have given you explicitly through a lead form or bot, or other info that might be pulled from an external system, such as 6sense.

For example, 6sense in most cases can give you the employee size and company name of a visitor on your site. Use this information when pushing the Lead into Salesforce and map into your Salesforce Lead record fields.

In the screencast below you'll see you can set your visitor fields to look at multiple sources for the information you need about the visitor including Salesforce, your marketing automation software, and 6sense or any other data enrichment tool.

Setting up Visitor Fields.


Summary

6sense is a reverse IP tool that allows Qualified customers to quickly identify who is on their website based on the IP address of the person visiting the website. 6sense offers up top-level firmographic information about the company the visitor works for based on the name of the business hosting that IP. Use this information within Qualified to alert your reps to your Target Accounts and the visitors that mean the most to you.

Next Steps

To continue in your education on setting up Qualified, check out our further documentation below:

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