6sense

Word of the week: Empowered 🙌 At the #EmpoweredCMO Retreat this week, an inspiring community of leaders gathered in Park City to share ideas, learn together, and help each other grow – both professionally and personally! The Empowered CMO Network is a 6sense community for accomplished women uplifting women and the CMO role through open, authentic connections. Thank you all for joining us to celebrate community and connection! 🩵

AI is not a replacement for a BDR or SDR team. Full stop. AI tools (like email assistants) enhance their performance, reducing the stress and anxiety of daily BDR life by: ✉️ Crafting personalized emails quickly and at scale using generative AI. 📉 Reducing the number of business development activities and touchpoints needed to open each opportunity. 📈 Increasing the impact of BDR activities on pipeline. Our own BDR team has created 33% more opportunities with 57% fewer activities needed to open them, using Conversational Email (6sense’s AI email assistant tool). It's a story of true go-to-market efficiency! See how AI email assistants help BDRs spend more time with potential customers and less time hunting for people who are willing to talk: https://okt.to/IdEbpA

🗣️ SCIENCE RULES The Science of B2B with Kerry Cunningham is back for another season! Tune in for the latest discoveries and research on all things B2B sales, marketing, and buyer experiences. Episode 1 (now streaming) unravels the mysteries of B2B buying journeys, and summarizes key takeaways from our Buyer Experience Report. Get your science on: https://okt.to/kmQ0cH

Rev up your Dreamforce experience and join us in San Francisco, Sept. 17-18! Take a break during your #DF24 adventures and relax at Club6 – an exclusive VIP experience at Tropisueño near Howard Street. 🩵 Enjoy refreshing bevvies, delicious food, and fresh barista-made coffee. 🩵 Access luxury amenities and space to recharge. 🩵 Connect with fellow revenue leaders, 6sense experts, and our partners. Get all the deets and score an invite to Club6: https://okt.to/Bl6swA

How are you thinking about content operations? The critical role of content ops, especially the importance of tagging and taxonomy, cannot be overstated. As we scale AI, it’s clear that without well-structured metadata, all other efforts are hamstrung. So it’s time to embrace the mundane; it’s our ticket to smarter, more efficient marketing. Plus, it translates to strategic growth—and what CMO doesn’t want that? In this week's episode of 6sense Revenue Makers, Saima Rashid and I sat down with Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, to discuss the power of content, data, and everything in between. We've talked about content on many episodes, but this episode flips the topic on its head, approaching the data side. There are some great actionable insights this week, so check out the full episode in the comments!

👋 BYE-BYE VANITY METRICS. Want an accurate view of your ABM program’s success? Ditch outdated, irrelevant metrics and measure these data points instead: ❌ MQLs ✅ In-Market Accounts MQLs are dead. Measure how many accounts are in-market and being influenced by all your activities. ❌ Contacts Reached ✅ Buying Team Members Engaged Modern buying teams are large (we're talking 14-23 people) and deals are complex. Engage more of the buying team for higher chances of success. ❌ Page Views ✅ Relevant Content Consumed Generic page view data on its own doesn't reveal if an active buyer is viewing your content. Track the content active buyers are reviewing to reveal the products and solutions they care about. ❌ Number of Leads ✅ Account Velocity Don't count leads, count accounts. Watch how closely in-market accounts progress through buying stages. Account velocity measures how quickly you convert opportunities into revenue, and is an indicator of pipeline health. Reporting on the right metrics is key to keeping your entire go-to-market team aligned and improving your revenue generation processes.

⏸️ Hold on, pause your scrolling! Take a moment to reflect on how freakin’ awesome you and your revenue team are. You’ve accomplished a lot in the past year! And, you should be recognized and celebrated (with more than a pizza party). Nominate your team for a 2024 Breakthrough Award! The Breakthrough Awards are an annual celebration of outstanding performance by 6sense customers. Judges are looking for measurable impact and results to select a winner for each of these eight categories: 🏆 ABM Program of the Year 🏆 Ad Campaign of the Year 🏆 Ecosystem Fusion 🏆 Efficiency Experts 🏆 Fastest Time to Value 🏆 Nimble Marketing 🏆 One Revenue Team 🏆 Sales Success Submit your nomination by July 26: https://okt.to/SmdOiU The winners will be revealed at #6sBreakthrough24, happening Oct. 7-10 in Vegas. In the meantime, let's celebrate your team and their accomplishments in the comments!

[PRESS X TO CONTINUE LEVEL 1] What do Sift, CivicPlus, and Sandler have in common? These 6sense customers successfully made the leap from a traditional lead-based strategy to an account-based marketing approach – and hit new revenue high scores! Marketing leaders Jordan Rochester, Kerri Krovitz Martinek, and Brian Pesin will reveal how they overcame challenges and influenced their organizations to adopt ABM, during a roundtable discussion moderated by Adam Kaiser on July 31 at 8 am PT/11 am ET. Don't miss this chance to #LevelUp with the top players in the ABM game! Register here: https://okt.to/W5xZoP

Wake up, friend, new Forrester Wave™ just dropped! 6sense was identified as a Leader in The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024 report! Forrester Research evaluated 12 B2B revenue marketing platform providers for this report. It recommends B2B organizations should look for platforms that: ✅ Offer data management, unification, and identity resolution capabilities. ✅ Seamlessly orchestrate customer interactions across multiple channels. ✅ Support and prioritize buying group capabilities on the roadmap. The report says it best: “6sense has successfully leveraged its historical strengths in insights, analytics, and ABM to build a comprehensive platform for effective lifecycle revenue marketing.” Read the report for more insights from Forrester: https://okt.to/I3FNRk

68% of businesses are switching software vendors more often in 2024 compared to 2021. Here's the issue: Customers aren’t always forthright when they’re unsatisfied. Instead, they just start researching other solutions. 🫤 But, intent data can reveal when customers are at risk for churn, so you can intervene before it’s too late. Use intent data to watch for these warning signs: ⚠️ Frequent visits to customer support pages: An increase in visits to troubleshooting or support pages suggests that the customer is experiencing issues with your product. ⚠️ Engagement with competitor websites or reviews: If a customer is spending more time on competitor websites, your customer is probably considering a switch. ⚠️ Decline in usage of key features: A noticeable drop in product usage might mean they aren't finding value in your solution anymore. ⚠️ Unsubscribing from newsletters: When a customer unsubscribes from emails or newsletters, they may be losing interest in your product. Our customers' own customer success teams use 6sense to gain an edge against churn. Keep reading for more customer retention and expansion strategies using intent data: https://okt.to/EJy6Fb