6sense https://6sense.com Know Everything. Do Anything. Fri, 10 Jun 2022 23:37:25 +0000 en-US hourly 1 https://wordpress.org/?v=5.9.3 CMO Coffee Talk ‘Aha! Moment’: Seven Target Market Questions Critical to Sales and Marketing Success https://6sense.com/post/cmo-coffee-talk-aha-moment-seven-target-market-questions-critical-to-sales-and-marketing-success/ https://6sense.com/post/cmo-coffee-talk-aha-moment-seven-target-market-questions-critical-to-sales-and-marketing-success/#respond Fri, 10 Jun 2022 19:18:49 +0000 https://6sense.com/?p=14768 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


One of the most crucial decisions that startup companies, or divisions launching a new product in established businesses, need to make is where to target their sales and marketing efforts.  

Specifically, they must decide the vertical industry, geography, company size, functional group, and title(s) of where to focus finite resources. This is doubly important for organizations that have created something that doesn’t currently exist — there is no category or context within which a prospect can evaluate it. 

The tendency of many companies, young and old, is to avoid the decision to target a specific market and rather to try and be “all things to all people.” For many executives, this strategy feels less risky.  

Nothing can be further from the truth. This fatal decision has been the death knell of many startup companies and new product attempts. This go-to-market approach dead-ends in:

  • Poor sales results
  • Frustrated senior management
  • Wasted sales, marketing, and product development resources
  • A demoralized team and burning through precious capital and time
  • And more 

Here are a few important criteria to consider when making the target market decision. 

Nice-to-Have vs. Need-to-Have 

Does the target prospect view your offering as something they must purchase in order to build their business or is it an innovative/cool/exciting product that isn’t viewed as compelling enough to purchase and implement?

A telltale sign of a Need-to-Have offering is that during the sales process prospects develop a sense of urgency to purchase and implement the solution.  

Early Adopter Behavior 

There’s inherent risk in purchasing something new that doesn’t have reference customers, analyst reports and a track record of results. Is the prospect that you are targeting willing to take this risk? Can you find examples where they have done so in the past?

I can’t stress enough the importance of validating that your initial target market will be willing to take the leap of buying and implementing your offering. Failing to honestly answer this question has been the downfall of more than one startup. 

Change is Resisted 

In my experience, change is the biggest competitor to getting a new product purchased. The hard question to be researched, analyzed, and answered is whether the target prospect is willing to change what they’re doing (including re-prioritizing already stretched resources) in order to purchase, implement and enjoy the benefits of the new offering. 

Size of Addressable Market 

Are there enough prospects in the target market to enable meaningful sales traction in the form of revenue, reference customers and critical sales, marketing, and product management learning? 

Prospect Reachable 

Very simply, can you contact — via email and phone — the target prospects so that you can engage them? It’s very challenging to build market awareness, conduct lead generation, and execute selling efforts if you can’t build a robust contact database of the prospects in your target market. 

Benefit vs. Work 

Is there a disconnect between who has to be a part of assessing and purchasing the offering vs. who will benefit from its use? Will the functional group that must play a major role in the buying process benefit from your offering’s value? 

Decision Making Process 

How will the decision to purchase and implement be made? Who has to be involved in the decision? In today’s matrixed organizations, stating that “the COO makes the decision” is naive and oversimplified. 

Have the discipline and courage to honestly answer the questions above. As you get initial feedback on your new offering, via customized demos and functional overviews, don’t be lulled into the false belief that selling it will be easy because they said “this is fantastic — the best thing since sliced bread.” That statement can make you feel good, but it won’t help you make payroll. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meet-up (which is just around the corner!), we’re covering the role sports sponsorships can have in accelerating B2B awareness, interest and pipeline.  Specifically, you’ll hear how one SaaS company is accelerating its enterprise pipeline through partnerships with Formula 1 racing and the National Hockey League. You don’t want to miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership. 

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Martech Can Kill Productivity if You’re Not Careful https://6sense.com/post/martech-can-kill-productivity-if-youre-not-careful/ https://6sense.com/post/martech-can-kill-productivity-if-youre-not-careful/#respond Thu, 09 Jun 2022 21:36:50 +0000 https://6sense.com/?p=14753 Studies by productivity experts have shown that multitasking is a myth. In fact, experiments have shown that about 98% of the population see major deficits in their performance when they try to focus on multiple tasks at once. Despite the

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Studies by productivity experts have shown that multitasking is a myth. In fact, experiments have shown that about 98% of the population see major deficits in their performance when they try to focus on multiple tasks at once.

Despite the science, there’s still a lot of pressure for employees to split their focus across several tasks at once. 

There’s a good reason why sales and marketing teams often groan when a new tech initiative is rolled out. Revenue teams adopt new tools with the expectation they will make their jobs easier and more productive — but juggling multiple platforms can undermine efforts. Each tool has its own capabilities, but also its own gaps and peculiarities.  

People are often forced to fill those gaps — either by manually moving data files, building a Rube Goldberg-esque series of data connections, or by jumping from system to system to gather and compile insights.

Fortunately, there’s a way revenue teams can eliminate distractions: by using a solution (like 6sense) that’s built to pull data insights together in one place, then push the most important insights directly to the tools team members already use every day. 

Less Platform Switching

When your team relies on multiple tools to get things done, it: 

  • Divides their attention
  • Slows them down
  • Wastes productivity

They have to log in to one tool, get the data they need or perform one part of the task, log in to another tool, and so on and so forth. 

All of the time spent jumping from platform to platform is time that could be better spent focusing on building pipeline and closing sales.

In the same way that 6sense’s AI-powered, data-driven solution helps you focus on the right accounts, it also helps you stay focused and productive in other ways, such as by reducing the amount of technology your revenue team has to juggle on a daily basis. 

Thanks to our strong partnerships with many of the tools you already use, we offer robust integrations with: 

  • CRMs such as Salesforce, HubSpot, Microsoft Dynamics
  • Marketing automation tools, like Marketo and Pardot
  • Content personalization platforms including Mutiny, Pathfactory, and Folloze
  • Social media platforms like LinkedIn and Facebook, allowing you to run personalized digital ads at scale
  • Other tools revenue teams rely on daily, such as Bombora, Salesloft, Drift, and more

6sense even puts dashboards directly into your CRM, giving your reps access to the rich insights into buyer intent and research without them needing to switch back and forth from one platform to another.

Stay in Sync

RevOps teams spend entirely too much time needing to build connections between the disparate parts of their tech stacks.

Sure, most martech tools say they integrate and work together with others and share data, but that’s usually only after RevOps jumps through hoops to set things up. And it’s not usually a one-and-done deal. 

Common challenges include:

  • Data connections that break and must be rebuilt
  • Manual data syncs
  • Time delays integrating siloed data, resulting in outdated or incomplete data

You don’t have that problem with a solution like 6sense. Our embedded CDP ingests data from your first-party data sources and from our third-party data sources to paint a complete picture of your customers, then pushes that data out to every part of your sales and marketing tech stack.

This saves your RevOps team from the tedious work of downloading, uploading, and reconciling data files. Instead, they can focus on ensuring the shared pool of data is put to use to drive better marketing ROI, more prospects, stronger deal close rates, and larger deal sizes.

Focus on What Matters

To maximize productivity, your team needs a tech solution that brings your entire martech stack together and consolidates functionality and data with reliable integrations.

The goal should be:

  • Less platform juggling
  • Quicker insights
  • Quicker execution
  • Better, faster, more accurate data
  • More time spent on strategy and creativity, and less time spent jumping between tools

Ultimately, the goal is focus. 

Instead of focusing their energy on maintaining or jumping between widgets, your marketing and sales professionals can focus on creating more opportunities and closing more deals.

Learn what else the 6sense platform can do to help boost your team’s productivity and revenue.

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6sense Acquires AdTech Provider Granite Media and Appoints Key Executive Leadership Positions https://6sense.com/post/6sense-acquires-adtech-provider-granite-media-and-appoints-key-executive-leadership-positions/ https://6sense.com/post/6sense-acquires-adtech-provider-granite-media-and-appoints-key-executive-leadership-positions/#respond Thu, 09 Jun 2022 15:53:56 +0000 https://6sense.com/?p=14748 6sense, the leading platform for predictable B2B revenue growth, today announced the addition of AdTech industry veterans from Granite Media. The Granite Media acquisition marketing team brings decades of experience in performance marketing to lead advertising product innovation and unlock

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6sense, the leading platform for predictable B2B revenue growth, today announced the addition of AdTech industry veterans from Granite Media. The Granite Media acquisition marketing team brings decades of experience in performance marketing to lead advertising product innovation and unlock 6sense customers’ ability to accelerate growth efficiently.

In conjunction with today’s acquisition news, 6sense is also announcing the addition of two key executive positions – Terese Lam as Chief People Officer and Bryan Wise as Chief Information Officer. Both individuals are experts within their respective fields and will lead their teams to drive impact within 6sense’s customer audience, company culture and technology innovations.

In the life of any company there is the constant need to innovate to meet, and in the case of 6sense, exceed customer requirements, including foundational internal development to nurture and grow in strategic areas. Omni-channel advertising is one of the critical channels 6sense continues to invest and double down with industry-leading innovation. With the addition of the innovative Granite Media team, 6sense significantly expands its customers’ opportunities for revenue generating marketing.

“By bringing on the Granite Media team and their expertise for AdTech product innovation and managed services, we are doubling down on our commitment to customers to expand and innovate our B2B advertising capabilities within 6sense Revenue AI,” said Viral Bajaria, 6sense Co-founder and CTO. “Additionally, 6sense is growing in every sense of the word and our bench of talent across the company is an integral part of that. We are elated to welcome Granite Media into the fold, Terese Lam as our first Chief People Officer to lead the evolution of our award-winning workplace culture and Bryan Wise as our first Chief Information Officer to lead IT innovation.”

“Over the last five years, we’ve grown Granite Media into a leading-edge omni-channel advertising solution by focusing on a deeply passionate pursuit of product innovation and excellence,” said Danny Khatib, Co-founder and CEO of Granite Media.  “Our team thrives on solving big industry problems, so for us to be able to jump in and innovate alongside the 6sense premier brand, product team and exceptional customer base, is our dream opportunity.  We can’t wait to shake up the market and make a real impact for marketers.”

Introducing New 6sense Executives:

As Chief People Officer of 6sense, Terese Lam will lead the People Team, where her passion for driving impact through empowering, developing and challenging people to be the best version of themselves will be her focus. Prior to 6sense, Lam was the Chief People Officer at Wind River, a global intelligent edge software company, where she was instrumental in driving transformation across all aspects related to people, culture and organization. She has over 20 years of exceptional HR experience in both large multi-national and medium-sized high-growth organizations spanning across the globe.

Bryan Wise joins 6sense as the company’s first Chief Information Officer, where he will be responsible for overseeing and driving innovation within the Information Technology function of the organization and building high quality teams that drive business impact. Wise’s experience will allow his teams to focus on business engagement and being the connective tissue across the organization to drive business processes and automate as much as possible. Wise’s background includes impressive Vice President positions at notable technology companies including GitLab, Snowflake, DocuSign and more.

Today’s announcements mark another significant growth milestone for the company, having closed its Series E funding round of $200 million in January, doubling its valuation to over $5.2 billion.

Learn more:

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How 6sense’s Embedded CDP Creates Immediate Wins https://6sense.com/post/how-6senses-embedded-cdp-creates-immediate-wins/ https://6sense.com/post/how-6senses-embedded-cdp-creates-immediate-wins/#respond Tue, 07 Jun 2022 17:16:50 +0000 https://6sense.com/?p=14737 Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the

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Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams.

When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up.

Why?

A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as:

  • What your ideal customer profile (ICP) looks like
  • Accounts you might not know about that are in-market and ready-to-buy
  • The websites, keywords, and topics your buyers research most
  • The signals your buyers give off when they’re ready to buy

When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing.

Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?”

How CDPs Bolster Your ABX Strategy

Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts. 

The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers. 

That information includes:

  • Web pages they visit
  • Webinars they attend
  • Content they download
  • Calls they have with your sales team

The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy.

Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time.

There’s a problem with traditional standalone CDPs, however. They can’t look backwards.

They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results. 

But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data?

Win Fast with a CDP Full of Critical Data

The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data.

Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight?

6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years. 

  • Previously anonymous accounts that have been researching topics that match your offerings
  • A detailed ICP based on real, historical data
  • Insights into which of your prospects are actually in-market and ready-to-buy
  • Clear evidence on which accounts and buyers should be prioritized

We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline.

Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to. 

Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points.

Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline.

“With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC.

Conclusion

Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy.

But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI.

An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

Get Some Free Customer Insights

Ready to learn which accounts are currently in-market for your solution? Share a little information with us, and we’ll generate a report showing best-fit accounts that are currently looking for what you sell!

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Talking About TAL: Why Your Target Account List Needs AI https://6sense.com/post/talking-about-tal-why-your-target-account-list-needs-ai/ https://6sense.com/post/talking-about-tal-why-your-target-account-list-needs-ai/#respond Tue, 07 Jun 2022 02:17:33 +0000 https://6sense.com/?p=14730 A Target Account List, or TAL, is the cornerstone of account-based sales and marketing efforts. It’s what you get when you narrow down your Ideal Customer Profile to determine how to prioritize your revenue team’s limited resources. Companies traditionally pull

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A Target Account List, or TAL, is the cornerstone of account-based sales and marketing efforts. It’s what you get when you narrow down your Ideal Customer Profile to determine how to prioritize your revenue team’s limited resources.

Companies traditionally pull together their TALs by purchasing lists and then manually prioritizing accounts based on their sales teams’ experience and knowledge.

But this approach wastes time, money, and effort … and it causes revenue teams to miss out on big opportunities.

For that, you’ll need a solution like 6sense Revenue AI™, which can:

  • Provide a data-backed list of accounts that are the right fit for your revenue team to pursue
  • Detect intent signals and notify your team when accounts are in-market
  • Use AI to determine buying stage
  • Push buying stage intelligence to your marketing and sales teams so they can target resources more effectively

Let’s take a closer look at how 6sense’s AI-powered platform can help you take your TAL to the next level.

Data-Backed ICP Creation

Whether you have already determined your ICP or you’re just getting started, 6sense helps your revenue team build it out or refine it, without any guesswork. 6sense uses AI to identify patterns among your past buyers, and then uses those insights to help you hone in on the common characteristics of current buyers.

To find more potential customers that fit your ICP, 6sense taps into:

  • Firmographic data
  • Company revenue
  • Employee count and growth
  • Industry trends
  • Location
  • Private equity investments
  • Technographic data
  • Competitors they are already using
  • Complementary tech are using

Because AI can detect patterns that are not always readily apparent, ICPs determined by 6sense are a great foundation for creating or expanding your TAL.

Intent Data Supercharges Your TAL

6sense’s AI takes your TAL a step further with intent data. Instead of just focusing on your ICP, you can work with a target list based on your in-market ideal customer profile, or IICP.

Why is this important? Your ICP tells you which accounts will make good customers and worth pursuing. But your IICP tells you which accounts are ready to buy now, meaning they should be your revenue team’s top priority. Striking when the iron is hot bypasses the need for cold calls and spray-and-pray emails, and leads to the highest odds of success.

So where does this insight come from? Intent signals.

Intent signals are behaviors like visits to your website, engagement with review sites, and non-branded and branded keyword searches. These behaviors leave a “digital breadcrumb trail” scattered across the internet that, when properly assembled and analyzed, indicates buyer intent.

6sense uses third-party partnerships and first-party data capture to gather these breadcrumbs. We then use machine learning and AI to compare intent signals to patterns seen among your past buyers. This enables you to spot who is likely to buy and their stage in their buyer’s journey.

When the intent signals indicate an account is researching solutions, you can push those accounts into audience segments that trigger omnichannel marketing sequences.

When the intent signals indicate the account is primed to buy, our technology alerts your revenue team so they can prioritize outreach.

Filling in the Data Gaps

If you’re still buying account lists, creating them through manual processes, or otherwise still transitioning from traditional approaches to tech-powered ABM, the good news is that moving over to a modern (and future-proof) approach is easy with 6sense. And you can do it without your previous efforts going to waste.

When something works, it works, and at 6sense, we don’t demand that our customers change for us. Rather, our solution is built to support your account-based efforts, whatever they may be. There’s no need to scrap TALs currently in use. Instead, 6sense’s data orchestration can be used to:

  • Optimize your TAL
  • Detect gaps or inaccuracies for accounts listed in your CRM, and
  • Fill them in with the most up-to-date and accurate information pulled from big data sources

Enriching CRM profiles with data orchestration helps your revenue teams save time, effort, and money.

Conclusion

The best target account lists are ones created using big data and AI-driven insights. Instead of guessing, you’ll know for sure that you’re targeting accounts that are the right fit for your business, including opportunities you might not have considered.

And because of intent data, you’ll be able to target accounts that are ready to do business with you now.

An AI-optimized TAL leads to easier, quicker wins, predictable pipeline generation, and stronger revenue growth. If you’re curious to see how many accounts should be in your TAL, check out our Target Account List Calculator.

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2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI https://6sense.com/post/2022-total-economic-impact-study-reveals-a-potential-454-roi-with-6sense-revenue-ai/ https://6sense.com/post/2022-total-economic-impact-study-reveals-a-potential-454-roi-with-6sense-revenue-ai/#respond Mon, 06 Jun 2022 21:11:24 +0000 https://6sense.com/?p=14724 6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The

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6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The TEI study shows organizations using 6sense Revenue AI can achieve an ROI of 454% over three years, recouping their investment in less than six months with ROI increasing steadily thereafter.

These results align with 6sense’s own analysis of customer data which indicates a significant increase in revenue growth obtained within the first two quarters of prioritizing 6sense Qualified Accounts (6QA) which are prospects in-market to buy a solution and represent an ideal fit.

“As sales and marketing teams face increasing challenges to predictably grow pipeline and revenue while optimizing resources, our customers rely on 6sense as their unique competitive advantage to help them align on targets, maximize efforts, and significantly scale growth,” said Jason Zintak, CEO of 6sense. “We believe Forrester’s findings confirm that applying AI-driven insights to prioritize and target the right accounts at the right time with 6sense Revenue AI increases revenue and drives efficiencies across sales and marketing.”

According to the study participants, before using 6sense Revenue AI their organizations’ traditional marketing and sales efforts had languished while costly time and resource investments no longer provided results. Frustrated revenue teams were ineffective, often using point solutions requiring significant manual effort while delivering little value. They selected 6sense to create pipeline more efficiently and predictably.

Leveraging 6sense Revenue AI to capture buying signals and target the right accounts at the right time, the TEI study’s composite customer experienced the following benefits:

Increased sales revenues: Interviewees reported that 6sense identified 6QA opportunities were more likely to close and had higher average contract values. By increasingly focusing on prioritized accounts, revenue teams delivered significant gains in profits for their organizations.

  • 2X increases in average contract value
  • 4X increases in win rate
  • 31% increases in opportunity volume

Decreased costs: Interviewees cited using 6sense to market and sell more efficiently and effectively. Acting on insights provided by 6sense unlocks significant resource optimization gains, including:

  • 40% reduction in aggregate costs to qualify opportunities
  • 40% reduction in effort to close opportunities
  • 20-40% reduction in time to close deals

Study participants reported a wide range of optimization and cost reduction benefits using 6sense Revenue AI including sales productivity gains from enhanced insights and better prioritization, tech stack consolidation, improved conversion rates across the buyer’s journey, reduced customer acquisition costs and optimized marketing spend. One interviewee indicated their customer acquisition costs dropped by nearly 50% within two years of implementing 6sense.

“6sense Revenue AI is the first and only platform to apply the power of data, machine learning, and automation across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This means the entire revenue team makes insight-driven decisions, prioritizes time and resources more effectively, and realizes better outcomes,” said Amar Doshi, SVP of Product and UX at 6sense. “Our customers repeatedly claim results similar to those that participated in the TEI Study.”

To develop the study, Forrester interviewed nine 6sense customers, identifying the benefits, risks, and outcomes they experienced while using the company’s product experience platform. Forrester’s (TEI) consulting practice develops business value justification analysis to help organizations understand the financial impact of a technology investment. The TEI methodology has been used for over 20 years by technology organizations. It consists of four components to evaluate investment value: cost, benefits, flexibility, and risk.

Learn more:

  • Register for our webinar on July 12th 9 AM PST/ 12 PM EST.
  • Stay updated with announcements at the 6sense Newsroom
  • Follow 6sense on LinkedIn and Twitter

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Good Account-Based Marketing Starts With a CDP https://6sense.com/post/good-account-based-marketing-starts-with-a-cdp/ https://6sense.com/post/good-account-based-marketing-starts-with-a-cdp/#respond Fri, 03 Jun 2022 16:48:21 +0000 https://6sense.com/?p=14706 Customer Data Platforms (CDPs) and Customer Relationship Management tools (CRMs) both capture customer data and can help power marketing efforts. This means revenue teams sometimes consider the CDP a secondary, nice-to-have piece of tech, whereas the CRM is absolutely essential. 

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Customer Data Platforms (CDPs) and Customer Relationship Management tools (CRMs) both capture customer data and can help power marketing efforts. This means revenue teams sometimes consider the CDP a secondary, nice-to-have piece of tech, whereas the CRM is absolutely essential. 

We’d argue that having one without the other is like having a baseball pitcher without a catcher. 

Sales teams live in their CRMs and use them to manage their communications with prospects. CDPs capture a fuller picture of the entire customer relationship — and by tapping into these capabilities, you can align teams and achieve breakthroughs.

Read on to discover why a CDP may be a game-changer for your organization’s revenue growth.

Differentiating Between CDPs and CRMs

CRMs and CDPs both collect data on customers and potential customers, but they differ in how they collect and use that data. 

Briefly, a CDP creates customer profiles by collecting data from visitors — including anonymous visitors — from a large number of sources, online and off. 

A CRM helps sales manage customer interactions and relationships. Data is entered manually for the sales pipeline and forecasting.

In contrast, CDPs:

  • Collect customer data from different sources
  • Analyze the data to establish patterns
  • Associate these data patterns with customers
  • Share data across different platforms

Advantages of Using CDPs for Account-Based Marketing

1. Multiple Data Point Collection

CDPs collect data from a variety of sources. A CDP gathers first-and third-party information, such as demographic data (name, address, etc.), transactional data (purchases and returns), behavioral data (activity on a website or app, etc.), and more. It can even capture CRM details.

CDPs pull this information together to form the most detailed and accurate picture of the target customer or audience.

2. Accurate and Consolidated Customer Profiles

Instead of siloing data, a CDP cleans, analyzes, and attributes data to specific customer IDs for a clear and accurate customer profile. CDPs’ cross-platform and unified data capabilities avoid data chaos.

Rather than trying to reconcile multiple data sets, you can turn to the CDP for a single source of truth about customers. 

3. Unified Multiple Channel Marketing

Cross-platform integration is one of the key defining characteristics of CDPs.

Essentially, captured and analyzed data can be easily shared across different media and platforms – and with different teams that need it. CDPs’ unmatched scaling and automation capabilities can be a game-changer for your organization’s account-based marketing.

4. Better Managed Customer Lifecycle

A CDP can capture granular details about any changes in key accounts and may offer AI-powered suggestions to help you determine the best messaging for your customers. 

But sending the right message is only part of the process. Sending the message at the right point in the sales process is crucial. 

Because a CDP gives you insight into customer behavior, your messaging will be based on their behavior at every stage in the sales pipeline.

5. Enhanced Data Privacy and Security Compliance

Data collection via third-party cookies is slowly going away. Google plans to phase out third-party cookies in Chrome by the end of 2022. Fortunately, this won’t be a challenge for organizations with policy-compliant CDPs.

All an organization needs is a single data point like an email. A CDP will then build a more comprehensive customer profile using other non-personally identifiable information, such as customer behavior or geographical attributes.

CDPs generally collect more customer data than CRMs, so it seems strange to say they focus on consumer privacy and data security. But it’s true: the right CDP solutions have some of the most stringent policies and technologies to secure private information and, sometimes, de-anonymize it for analysis.

Book a demo today to find out for yourself the raw power of CDPs!

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IP Lookup Only Scratches the Surface of Buyer Data https://6sense.com/post/ip-lookup-only-scratches-the-surface-of-buyer-data/ https://6sense.com/post/ip-lookup-only-scratches-the-surface-of-buyer-data/#respond Thu, 02 Jun 2022 21:50:10 +0000 https://6sense.com/?p=14694 IP lookup is the first layer of data many sales teams consider when seeking to match anonymous web activity to target accounts. This activity may be happening on the seller's website, a competitor’s website, or one of the millions of

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IP lookup is the first layer of data many sales teams consider when seeking to match anonymous web activity to target accounts. This activity may be happening on the seller’s website, a competitor’s website, or one of the millions of third-party B2B sites that exist on the internet today. 

While this method is useful in identifying account activity, it’s really just the first clue in understanding who your buyers are. Historically, identifying buyers and accounts via IP addresses was relatively simple, but as remote and hybrid work becomes the new norm, this approach isn’t enough.  

How IP Lookup Works

The process of IP lookup is pretty straightforward. Special technologies identify an IP address (the number assigned to a specific computer network) of someone browsing online and matches it to an account based on its location. For decades, these IP addresses have often linked back to corporate office addresses.

But times have changed … and so have the locations of those IP addresses. Today, employees aren’t always working at their desks in the office; in fact, more often than not, they’re working elsewhere. 

Coffee shops, airports and planes, hotel rooms, public transportation, and even living room sofas have become more common work settings over the last two years.  

Match Rates Require More Than IP Lookup

Due to these complexities, IP lookups don’t produce the high match rates of yesteryear. Match rates are an important part of account-based marketing. They represent how a platform associates millions of rows of anonymous intent data with real accounts.

This enables marketers and sellers to identify which accounts to pursue, where to target ads, and how to personalize content and experiences for future customers.  

You could take the “close enough” IP lookup approach and hope for the best, but doing so would probably waste precious time and resources marketing to accounts that aren’t ready to engage and create an inferior experience for accounts that want to buy a product like yours.

To more precisely match web activity to accounts and achieve an optimal match rate, it’s important to also consider mobile advertising IDs and cookies. (The days of internet cookies are numbered, however; watch for a blog post from us on this topic shortly.)

How 6sense Achieves the Highest Match Rates

6sense was designed to track buyer activity on an individual level, not just by corporate IP addresses. Our Company Graph takes a combination of IP addresses, cookies, and advertising IDs to triangulate a data connection and match anonymous buying signals to an account.

These buying signals may be on a customer’s website or across the 6sense network, and can be matched regardless of whether the account already exists in a customer’s CRM or MAP.

As people move around and work in different locations, their IP address changes. 6sense’s Company Graph is constantly learning and improving as it looks at more account data and signals, seeking patterns to map home IP addresses and other IP addresses (hello, prospect’s favorite coffee shop!) to certain companies.

We also match specific devices to accounts so you can distinguish between the activity of your prospect and the activity of the kids who share the same home WiFi network.

Our unique method has helped us to achieve an 85% match rate (50% better than competitors) and placed us as a leader in multiple Forrester New Wave reports as well as Gartner’s Magic Quadrant™ for Account-Based Marketing Platforms report.

Find More Potential Customers

While 6sense can track accounts based on lists you provide, we can also use our matching technology to find opportunities that may be off your team’s radar. We work with our users to develop ideal customer profiles (ICPs) and leverage our algorithms to identify companies that match those ICPs.

We can then automatically add them to target lists to expand reach and sales opportunities even further.

Go Beyond IP Lookup and Boost Your Match Rate

IP lookup is a solid start in matching anonymous activity to accounts, but it’s not always accurate – especially with the high rate of remote work today.

Personalizing content and experiences based on bad account data does more harm than good. Utilize a method that offers the highest likelihood of success with more opportunities, more accurate targeting, and more future customers in your pipeline.

To learn more, book a demo today.

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5 Ways Sales Intelligence Feeds Sales Acceleration https://6sense.com/post/5-ways-sales-intelligence-feeds-sales-acceleration/ https://6sense.com/post/5-ways-sales-intelligence-feeds-sales-acceleration/#respond Fri, 03 Jun 2022 16:40:01 +0000 https://6sense.com/?p=14704 As you look to grow company revenue, one of the key variables is the length of your sales cycle. The faster your sales team can close deals, the more bandwidth it has to pursue additional opportunities. Sales intelligence (SI) is

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As you look to grow company revenue, one of the key variables is the length of your sales cycle. The faster your sales team can close deals, the more bandwidth it has to pursue additional opportunities.

Sales intelligence (SI) is the practice of using data and analytics to provide your sales team with customer insights, including:

  • Which products and services they’re most interested in
  • Their pain points
  • Which competitors they may be researching
  • Customer contact history
  • How they have interacted with your owned platforms (website content, chatbots, digital ads, email marketing, etc.)
  • Firmographics and technographics
  • Likelihood to purchase, and 
  • Projected deal size 

With this data, your sales team can:

  • Create more effective sales pitches
  • Target marketing dollars more efficiently
  • Ultimately close more deals

When you combine better audience intelligence with more targeted marketing and specific sales pitches, you can close more deals, more quickly, for higher values. For instance, within the first year of implementing — which detects, identifies, and analyzes the sales intelligence data mentioned above — customers report that 6sense-prioritized accounts generate on average:

  • 2x the deal value
  • 10% higher win rate
  • 25% fewer days to close

Here are four ways sales intelligence feeds sales acceleration.

1. Know Who Is In-Market

Many revenue teams build their pipelines through brute force. After defining their Target Addressable Market (TAM), they market to as many of them as possible — and also cold call as many of them as possible. 

This is usually a huge waste of time and money.

Instead, you can use intent data to identify which of your ideal customers are currently searching for solutions. One of the biggest reasons that 6sense Qualified Accounts (6QAs) close faster is because those accounts were already primed to buy. We gather third-party intent data based on: 

  • Keywords buying teams are searching
  • Third-party websites where they are searching for solutions
  • Third-party websites where they are researching competitors
  • Anonymous activity happened on your own web properties
  • Which companies are growing, and likely have budget to spend
  • And more

We then match this data to specific accounts, allowing you to see where you should target your efforts. This enables you to focus marketing dollars and sales rep outreach on the accounts that are most likely to buy.

2. Know What People Want and Need

By capturing which accounts are searching, what they’re researching, and tying that data to specific accounts, you can set up sophisticated marketing campaigns and email cadences.

Instead of using generic top-of-funnel digital ads to reach your entire TAM, you can target in-market accounts and segment them into different campaigns based on the keywords they have searched and other company characteristics.

For sales reps, the insights empower you to highlight the value propositions that matter when reaching out to prospects. This also helps you better serve customers, since you’re entering conversations with a better idea of their concerns. 

3. Own the Conversation

When you know which accounts are in-market, you can prioritize outreach to increase your chances of being the first sales rep to speak with a potential customer.

This first-in-line position allows you to shape expectations for what the customer may need, and gives you a huge advantage when competing for the customer.

4. Sharpen Your Competitive Positioning

There’s a good chance your potential account is evaluating multiple solutions — or will soon. Since intent data can give you insights into who your customer is already researching, you’ll have a chance to highlight the superior areas of your product.

You can also highlight weaknesses in competing products so that, if your customer researches competitors, they will have a better idea about how to find potential deficiencies.

5. Know Who’s Likely to Bring the Most Revenue

Sales intelligence extends beyond the advantages of intent data. AI-driven pipeline analytics can spot which activities were common among past deals, and then compare that to the activities of current prospects.

This AI-alternative to traditional Lead Scoring removes the guesswork from figuring out which prospects are most likely to close. AI can also analyze the value of past deals and predict how much revenue a prospect is likely to generate once they become a customer.

This allows you to prioritize not only the accounts that are most likely to buy, but also the ones that are likely to be most valuable.   

Conclusion

Looking for an edge over your competition? With the help of sales intelligence solutions and 6sense, you can access timely and accurate sales data and insights. Using this critical information, you’ll arm your sales reps with the necessary knowledge to:

  • Identify new leads
  • Understand their competition
  • Win more deals to help you stay ahead

Book a demo with 6sense today and see how you can:

  • Track prospects of interests
  • Get ideal prospect recommendations that match your customer profile
  • Leverage buyer insights and use filters to target the best prospects

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The Value and Impact of Tailoring Your Outreach Messaging to Different Buying Audiences https://6sense.com/post/the-value-and-impact-of-tailoring-your-outreach-messaging-to-different-buying-audiences/ https://6sense.com/post/the-value-and-impact-of-tailoring-your-outreach-messaging-to-different-buying-audiences/#respond Thu, 02 Jun 2022 21:43:12 +0000 https://6sense.com/?p=14692 Your organization has just one brand. But if you’re selling a solution that serves a wide variety of customers — such as small businesses, academic institutions, nonprofits, and enterprises — you already know that there’s no one perfect way to

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Your organization has just one brand. But if you’re selling a solution that serves a wide variety of customers — such as small businesses, academic institutions, nonprofits, and enterprises — you already know that there’s no one perfect way to reach them all with the same messaging.

Each type of business has its own goals and challenges, and its own typical set of stakeholders to convince. That’s why your messaging must be tailor-fit to each audience.

Here’s how ABX powered by 6sense can help you generate more revenue by reaching all of your different types of customers with the right personalized messaging at the right time.

Know Who to Reach Out To

The first step in getting your message out to disparate customer bases is to know which kind of customers make up your audience. To do this, you’ll need to have a firm grasp on your IICPs, or in-market ideal customer profiles.

We go in depth about IICPs elsewhere, but the need-to-know is this: an in-market customer profile consists of a cluster of factors that are common among your current customers. Potential customers that have those things in common are most likely to:

  • Be profitable
  • Be satisfied with your solution
  • Buy your solution
  • And buy it now.

You’ll also want multiple profiles that – for instance – distinguish nonprofits and academic institutions which may have smaller revenues and employee counts from enterprises with much larger budgets. 

Know What to Say and When to Say It

Firmographics will help you determine which accounts are good fits for your solution, but they won’t tell you when they’re ready to buy. For that, you need a solution like 6sense that can deanonymize account activity and gather buyer-intent data.

Intent data comes from online sources such as:

  • Visits to your website
  • Engagement with review sites
  • Non-branded and branded keywords 
  • And more

These behaviors leave a kind of “digital breadcrumb trail” across the internet that indicate buyer intent. 6sense then pieces together these bits of intent data and runs them through predictive models to tell you not just which accounts are interested in your solution, but also when they’re ready to buy it. 

Using AI and machine learning, 6sense then:

  • Compares current buyer behavior to patterns seen in historical data
  • Associates certain activities with specific stages of the buyers’ journey, and
  • Alerts the revenue team when signals indicate an account is ready to be influenced toward a purchase decision

Timing your messages to coincide with a prospect’s buying journey is essential — but each buyer’s journey is often quite different. For example, small businesses with fewer stakeholders might have a shorter buying cycle, whereas academic institutions often have to go through extensive bureaucracy before finalizing a buying decision.

Intent data can also inform you what kind of messaging will be most effective. Keyword searches and website activity provide useful clues into a prospect’s needs. 

They might be eager to see how your solution can solve a specific problem, or help them achieve a particular goal. They may have pricing questions, or be curious to see if you have experience with customers in their industry. They may want to see how your solution stacks up to those of your competitors.  

Armed with all of this data, your sales and marketing team can create content and personalize outreach and campaigns with messaging that feels like it was written to speak to each audience — because it was

When customers know that you understand what they care about most and are proactively addressing their needs and concerns, you build trust. It also positions you as a thought leader, and helps influence potential customers to ultimately purchase your solution.

Personalization At Scale

Once you know what your audiences look like and what each one is hoping to hear, it’s time to put this knowledge into action. Ideally, you’ll want to reach your audiences with an omnichannel strategy that includes nurturing emails, digital ads, field marketing assets, sales talk tracks, and your own website.

This is another circumstance in which a revenue platform like 6sense comes in handy. Our digital marketing capabilities help organizations target specific audiences and orchestrate multi-touch engagement.

6sense helps revenue teams execute personalized campaigns across every channel, including digital advertising, websites, content hubs, chatbots, email cadences, and more, giving organizations the ability to consistently deliver the right message to the right account at exactly the right time.

Read more about how 6sense helps marketing teams with targeting, personalization, and orchestration.

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CRO Coffee Talk Takeaways: Attracting, Developing, and Retaining BDRs https://6sense.com/post/cro-coffee-talk-takeaways-attracting-developing-and-retaining-bdrs/ https://6sense.com/post/cro-coffee-talk-takeaways-attracting-developing-and-retaining-bdrs/#respond Wed, 01 Jun 2022 21:28:11 +0000 https://6sense.com/?p=14686 Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark

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Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark Ebert, 6sense’s SVP of Sales.


With the talent wars stretching further into the year, CROs are being forced not to ask what a BDR can do for them, but what they can do for the BDR.

It’s no wonder. Newly empowered young talent have no shortage of career options before them, and eye-popping starting salaries to entice them. In addition to the fierce competition to attract new BDRs, companies are also dealing with high turnover of existing workers who are leaving in droves for jobs that offer better pay and treatment.

This has left many heads of revenue wondering how they can attract, develop, and retain great talent in such fierce market conditions. 

In a recent CRO Coffee Talk session, we brought the topic before a group of elite chief revenue officers to get their take on how best to attract, develop, and retain BDRs. As with any complex discussion, the best practices weren’t always clear cut.

Trajectory And Leadership

The new workforce generation has been pretty explicit about what they want in exchange for spending a majority of their waking hours at work. Unfortunately, due to their age or tenure, the youngest employees aren’t always on senior leadership’s radar. This is a missed opportunity.

It’s easy to say you hire for abstract concepts such as hunger or grit. While these characteristics are important, CROs should think more strategically when it comes to BDRs. They represent the next generation of high-performing AEs. As such, CROs should work with internal recruiters to develop a growth plan for incoming talent.

Salary and total comp plans are important, but where CROs can truly stand out is with their leadership.

An eager new recruit won’t be satisfied with checking off the same boxes 12 months into their tenure. CROs benefit from high-performing BDRs, so taking the time to recruit BDRs by providing personal growth plans can produce an incredible return on investment.

As for spotting talent? One head of revenue directed attention to employees already in your organization: 

  • Internal recruiters are used to pitching the company, coordinating paperwork, and dealing with rejection on a daily basis.
  • Young product marketers helped write and are thus already well-versed in the go-to-market pitch for your products and services.
  • Employee referrals. When the wider organization has a strong culture for talent development, existing talent won’t hesitate to invite their friends to join them. And it’s hard to beat a talent bench that expands itself.

Developing BDRs

Let’s start with a worst-practice: Don’t hold BDRs’ development hostage until they hit a number. Getting rejected a hundred times on cold calls can build their resistance to rejection, but this muscle is just one part of becoming an effective seller.

In a recent research report conducted by 6sense, the team asked over 400 BDRs about the details and sentiments in their job. According to 6sense CEO, Jason Zintak, the data gives a pretty succinct answer: “When BDRs are equipped with the right tools and feel supported by leadership, they meet their goals.” And BDRs who are enabled to hit their goals are much more likely to stay and potentially invite their friends to join their company.

CROs who view the BDR team as a bolt on to their greater sales organization instead of a talent bench are doing everyone a disservice. Arguably, young talent needs more attention from leadership than more tenured reps. 

According to 6sense’s research, BDRs who feel supported by leadership:

  • Spend 12% more time contacting prospects 
  • Earn 22% more quota than BDRs that don’t feel supported

Best-in-class CROs understand how to articulate what they need from a BDR, how that fits into the total sales ecosystem, and what steps the BDR needs to take to get there.

Preventing a Different Kind of Churn

All CROs are familiar with customer churn rates and the damage they can do to the top and bottom line. But there’s another churn rate equally as harmful and just as expensive: seller churn.

If developing talent is helping BDRs become better at their jobs, retaining them means giving them strategic opportunities to stretch themselves outside of the daily scope of their roles.

It’s critical that all leaders — from the CRO to frontline managers — align on the importance of investing time getting to know their people. One CRO revealed that they make sure to have 30-minute one-on-ones with every member of the revenue team each quarter.

Doing so not only gives a CRO, far removed from the day-to-day trenches, a view of what’s going at the ground level, but also a chance to catch and fix potential deal slips before they happen.

Here’s a few ways that CROs can engage and preserve their BDR talent bench:

Get to Know Them

Knowing how a BDR works best and what makes them tick is the first step in understanding how to coach them. CROs can use this knowledge to give frontline managers insight on the BDR’s inherent talent, how to document it, how to have conversations with the BDR, and how to act upon those conversations.

Sharp-eyed CROs will also know when a BDR’s potential career trajectory may not be in sales, but better-suited in another part of the organization, for example in marketing, ops, or enablement.

Create a BDR-to-AE Buddy System

Beyond just matching up a few BDRs to support an AE, think of how an AE can give back to their BDRs. When AEs set clear expectations of their needs as well as demonstrate how to progress and close a sales cycle, BDRs are able to visualize where they need to focus their attention and see how their contributions can lead to real revenue results.

Define the Parameters for Promotions

Doing the job right is what everyone gets paid for, but not everyone realizes that’s not enough to earn a promotion. Don’t make your team guess how to get promoted. Instead, establish an obvious, easy-to-understand calculus for moving up the career ladder. 

One great example is from LinkedIn: results + leadership + leverage. Is the BDR producing solid results, are they leading by taking on more responsibility, and are they leveraging their results and responsibilities to move the business forward? 

Give Them Opportunities to Grow

There’s nothing more demoralizing than doing a good job and being eager to take on more responsibility, only to be bereft of opportunities to do so.

One way to prepare a BDR for an AE role is to give them a small, low-risk deal to take all the way through the sales cycle to close. If they’re a more tenured BDR, let them train a new recruit to be their replacement before they can move up to an AE.

Use Technology to Refine Their Craft

Good feedback shouldn’t be withheld until the next review cycle, and good tech shouldn’t be saved only for the more experienced sales team. BDR frontline managers, or the AEs mentoring them, can use technologies such as Gong or Chorus to listen to BDR calls and provide feedback on how they can improve. For AEs, this activity also helps prepare them to be a frontline sales manager.

Showing a BDR where and how they can move up through an organization can be just as valuable to them as their comp plan.

Return On Investment

Almost everyone can agree that there’s more we can be doing collectively to build, develop, retain, and promote our most promising people.

Viewing the opportunity to build a robust BDR team isn’t too different from a sales cycle: secure buy-in, have a strong enablement program to power success, provide a clear path to expand within the relationship, and remember referrals are worth their weight in gold.


What do successful revenue leaders have in common? They come together every other Wednesday to our CRO Coffee Talk conversations to compare notes and build a community around best practices and cautionary tales. 

If you’re the head of revenue at your organization and want to level up your game, won’t you join us?

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ABX Best Practices for the Ideal B2B Customer Experience https://6sense.com/post/abx-best-practices-for-the-ideal-b2b-customer-experience/ https://6sense.com/post/abx-best-practices-for-the-ideal-b2b-customer-experience/#respond Wed, 01 Jun 2022 16:00:53 +0000 https://6sense.com/?p=14682 For revenue teams, the question should never be, "Does your organization care about its customers?” We know the answer is always a resounding yes. Instead, the question should be, “Do you know how to provide a brand experience that proves

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For revenue teams, the question should never be, “Does your organization care about its customers?” We know the answer is always a resounding yes. Instead, the question should be, “Do you know how to provide a brand experience that proves you care about them and solving their problems?” 

Use this checklist to help determine if you’re delivering a CX that your prospects and customers expect … and deserve.

Put Employees First, and Customers Second

Putting the employee experience first might sound counterintuitive, but this is a philosophy that 6sense embraces. It’s even in 6sense CMO Latané Conant’s book, No Forms. No Spam. No Cold Calls. 

The idea comes from British billionaire, entrepreneur, and business magnate Richard Branson: If you treat your employees well, they’ll take care of your clients.

How positively and passionately will your employees interact with your customers and prospects if they’re miserable and burned out? You can’t inspire your employees to be enthusiastic brand evangelists unless you treat them right.

There are stats to back this up. According to Salesforce, companies that prioritize employee experience in order to deliver a premium customer experience achieve 1.8 times faster revenue growth. 

Know Your Customer

Research indicates that 84% of B2B buyers are more likely to buy from sales reps and companies that understand their goals. In spite of that, almost 60% of buyers say sales reps often lack adequate knowledge of their business.

To make sure your company and reps stay out of that 60%, you need to understand your customers’ needs. You can achieve this with an account-based approach and a solution that supports it, like 6sense. 

An important element of ABX is having an in-market ideal customer profile, or IICP. You can learn more about IICPs and how to determine yours here, but to make a long story short, an in-market customer profile shows you accounts that are most likely to:

  • Buy from you
  • Be profitable for you
  • Be satisfied with your solution
  • Buy your solution now

These factors are determined based on firmographic data such as company size, industry, revenue, and more, as well as buyer-intent data that tells you when accounts are ready to buy. 

Intent data comes in the form of website visits, both on your website and others, as well as non-branded and branded keyword searches. Within this data lies insight into what your customers care about and the problems they hope to solve with a solution like yours.

When you know who your customers are, when they are ready to buy, and what needs they have, you can shape a much stronger customer experience. Your communications are tailored to their specific needs, and one-size-fits-all outreach and assets become a thing of the past. As a result, customers feel seen and understood, view your brand as an expert in helping them reach their goals, and are more likely to go with your solution.

Offer Personalized Experiences

As of 2020, 52% of customers expected offers to always be personalized, and that number is only going to grow in the days ahead.

Personalization gives customers a CX that feels bespoke. And according to 93% of B2B professionals who personalized website content, it increases company revenue, too. For those reasons, messaging can — and should — be personalized across all channels and platforms, including online ads, nurturing campaigns, marketing assets, sales team talk tracks, and of course, your website. 

Getting started with personalization can feel overwhelming when you consider how many different types of messaging you’ll need to build out for each industry, persona, buying stage, etc., but our advice is to focus on scalability and start small. 

Resist the temptation to customize everything. Instead, focus on what matters most to your revenue team and your buyers. You can do this by strategically segmenting your buyers into groupings, ideally based on Annual Contract Value, and prioritizing personalization for segments where your revenue team will get the most bang for the buck. 

From there, you can curate personalized content based on: 

  • Keywords
  • Competitor keywords
  • Buying stages
  • Value propositions
  • And other important business factors unique to your customers

It’s important to not customize messaging too much. In addition to the problem of extra effort with diminishing returns, there is a certain level of personalization that can feel invasive or creepy.

Instead, focus on aligning your messaging across channels so buyers have consistent, personalized-at-scale customer experiences.

Conclusion

These are just a handful of things for companies to consider when they’re thinking about creating a CX that their customers and prospects expect. 

If you’d like to learn more about ways to create an ideal customer experience based on ABX best practices, visit our Resource Library.

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6 Ways Predictive Analytics Leads to Pipeline Growth https://6sense.com/post/6-ways-predictive-analytics-leads-to-pipeline-growth/ https://6sense.com/post/6-ways-predictive-analytics-leads-to-pipeline-growth/#respond Tue, 31 May 2022 16:27:09 +0000 https://6sense.com/?p=14651 Predictive analytics is the practice of extracting information from past behavior to identify patterns and trends that will allow future actions to be predicted. In sales, predictive analytics can be used to understand which potential customers are most likely to

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Predictive analytics is the practice of extracting information from past behavior to identify patterns and trends that will allow future actions to be predicted. In sales, predictive analytics can be used to understand which potential customers are most likely to buy and when.

As a result, sales teams can increase their chances of success while also saving time and money. Organizations can also use predictive analytics to forecast customer churn and identify at-risk customers. Early identification of potential revenue losses allows for action to be taken. This helps organizations prevent and mitigate revenue losses.

For a successful predictive analytics implementation, you need to address the following interdependent factors:

  • Data
  • Analytics
  • Technology

Here are six ways predictive analytics can help sales reps build larger pipelines and grow their businesses:

1. Provide Accurate Sales Forecasting

The most common use of predictive analytics is forecasting. By predicting the future behavior of customers before they have actually made a purchase, sales reps can increase their chances for pipeline growth. 

This is important since pipeline growth is often the key metric by which companies evaluate sales reps. The inability to forecast accurately can lead to sales rep turnover.

For example, when an opportunity comes in, a sales rep may not know if it will buy in one month or six months. Alternatively, the opportunity may never turn into a deal. With predictive analytics, sales reps can use past data to determine the likelihood of a future purchase. 

This allows businesses to forecast revenue more accurately.

2. Improve Price Points and Value Propositions

Predictive analytics can also be used to determine new price points and value propositions for underperforming products. For example, suppose that demand for a product is declining because potential customers do not realize its value. In that scenario, predictive analytics can be used to identify the problem and suggest solutions.

Sales reps can learn what types of leads are most likely to buy a specific product or service. This gives sales reps the information they need to adjust price points or value propositions when necessary, increasing their chances for pipeline growth.

3. Refine and Narrow Product Offerings

Predictive analytics can be used to improve the sales process by refining and narrowing product offerings. Using information gleaned from past customer behavior, sales reps can make more informed decisions about which products are most likely to sell in the future.

They can also identify products or services that are selling well but do not get enough attention. Sales reps can then give these items more attention to maximize pipeline growth.

If sales reps know which products lead to more revenue, they can then adjust their pitches accordingly. This can result in increased pipeline growth over time; opportunities will be more likely to buy from a sales rep using a better product pitch. 

4. Create Better Alignment With Incentive Plans and Performance Assessments

Incentive plans and performance assessments can be made more effective when they are linked to predictive analytics data. 

By providing sales reps with information about which opportunities are more likely to buy, they can focus on the best revenue opportunities and hit and exceed sales goals. When predictive analytics also informs their incentive plans and performance assessments, this motivates sales reps to focus on the right leads to increase pipeline growth.

5. Improve Pipeline Management

Predictive analytics can also help sales reps keep track of their pipeline, allowing them to monitor the progress of deals and make adjustments to maximize growth. 

For example, suppose a deal is dragging on for longer than normal. When that happens, a sales rep may be able to identify why with predictive analytics. Then they can make adjustments as necessary.

6. Improve Customer Retention

Data from predictive analytics can also help identify which customers are likely to stay and which are likely to leave. Sales reps can use those insights to take targeted actions to retain potential customers.

This allows revenue teams to develop a plan of action that will mitigate expected losses. Also, early identification can make it easier for sales reps to prevent and mitigate revenue losses in the future.

Let 6sense Help You Convert Your Pipeline to Revenue

By comparing historical data, it becomes possible to segment your target accounts based on how engaged they are and how profitable they could be. 

This data helps to stay focused on true revenue opportunities and avoid wasting time and money targeting accounts that are not in-market for your solutions. Not everyone in your Total Addressable Market is a buyer — at least not right this moment. We help you focus on the ones who are ready to buy. 

Need to boost your sales pipeline performance? Book a demo today to see how pipeline data can help you identify trends, fix weak points, and ultimately grow revenue.

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Top 8 Missing Sales Enablement Resources in Today’s SMBs https://6sense.com/post/top-8-missing-sales-enablement-resources-in-todays-smbs/ https://6sense.com/post/top-8-missing-sales-enablement-resources-in-todays-smbs/#respond Tue, 31 May 2022 16:20:51 +0000 https://6sense.com/?p=14649 Many organizations focus on the front-end part of sales and neglect the critical backend that's crucial to the success of any sales campaign. If you're an SMB owner or stakeholder, then sales enablement resources may be the missing ingredient to

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Many organizations focus on the front-end part of sales and neglect the critical backend that’s crucial to the success of any sales campaign.

If you’re an SMB owner or stakeholder, then sales enablement resources may be the missing ingredient to transform your customer acquisition and retention efforts. Read on to learn about sales enablement resources and how they can help your organization.

Why Should Businesses Focus on Sales Enablement Resources?

Sales is a multi-pronged affair involving: 

  • Intensive research on customer needs
  • Customizing product solutions to customer needs
  • Sales personnel gently and efficiently taking customers down the sales funnel until they close the sale

Sales enablement involves giving your sales team all the resources to run an effective sales campaign with the highest ROI for your organization. 

It includes:

  • Proper curation and storage of sales material
  • Better sales training and development 
  • Data-informed prospecting and customer engagement
  • Advanced workflow automation
  • Constant research on customer insights

Here are nine top resources to amp your organization’s sales efforts.

1. Customer Relationship Management (CRM) Software

Your CRM can help you effectively track potential and previous customers. It then helps you manage your interactions with them as you move them through the sales funnel.

Some CRMs also feature content management capabilities. With a content management tool or feature, you can easily create, refine, and store your best sales content and then disseminate it to your sales team and existing and prospective customers as necessary.

2. Customer Data Platform

A customer data platform (CDP) can ensure that sales and marketing teams are working from the same data sets when communicating with prospects and customers. The CDP gathers data from multiple platforms to create a 360-degree view of each contact. 

This allows for better segmentation and targeting, which ultimately lowers prospecting costs. 

3. Intent Data

A sales campaign without accurate intent data wastes precious time and resources. While many companies focus on their Total Addressable Market when defining their audience, it’s much more valuable to focus on the subset of accounts that are in-market. 

A targeted sales campaign with relevant intent data focuses your efforts on prospects with a higher likelihood of converting, meaning more revenue for your organization.

4. Real-Time Dashboard

Big data is useless unless you can quickly translate it into insights and action. Dashboards should help your sales team quickly spot opportunities and determine next best actions.

At minimum, a sales dashboard should help you:

  • Objectively assess valuable prospects
  • Focus resources on accounts with a high possibility of conversion
  • Understand the pipeline value of the accounts you are working

5. Insight into the Buying Team

When companies make a big B2B purchase, there are typically a half dozen or more people involved in the purchase decision. The ‘buying team’ refers to individuals who affect the final purchasing decision in a significant way. Each buying team member plays a part in the buying process; some are involved in solution research, while others manage comparison or approval.

In addition to tracking the activity of target accounts, 6sense helps you identify buying team members and understand what they are researching and how far they are in their research process. This allows you to reach out to individuals who may have different concerns, and understand the overlapping needs of various decision makers. The more buying team members you can reach, the better your chances of closing a deal.

6. AI-Powered Email

Studies show people now have shorter attention spans than in the last decade, partly due to information overload on the internet. Therefore, your organization’s sales teams need to respond quickly and accurately to all customer queries. If you are slow to respond, your prospect may have moved on — and you might never get them back. 

There’s no better way to do this other than using an AI-powered email that can quickly:

  • Parse through customer queries.
  • Extract pertinent keywords, sentiments, and emotions.
  • Generate the most relevant and accurate response, all in record time.

7. Insights Into Prospect’s Search Keyword Queries

While content is king in raising awareness, content works best when it is personalized to the needs of individual buyers. But without intent data, you can’t be certain that your attempts at personalization will hit the mark.

Using highly relevant insight into your prospective customer’s keyword queries, your organization’s sales team can personalize messaging to match clients’ specific needs. This increases their likelihood of remembering your ads, opening your emails, and trusting your sales representatives — who know what the customer needs and can respond accordingly.

8. Website, Chatbot, and Email Personalization

Buyer-centric experiences lead to more sales. So it’s important to customize your entire sales ecosystem to your customer’s needs. If you already have a CDP in place, it should be feeding customer data to web personalization and marketing automation tools that allow you to deliver different content experiences to customers based on their needs and interests.

6sense helps businesses focus their efforts and generate stronger results

On average, within the first year of implementing 6sense, 6-sense prioritized accounts help out customers generate:

  • 2x deal value
  • 10% increase in win rate
  • 25% fewer days to close

Ready to supercharge your sales enablement efforts? Book a demo today to experience a whole new level of sales enablement.

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‘It’s a Reminder of How Far We’ve Come’: Celebrating Pride Month at 6sense https://6sense.com/post/its-a-reminder-of-how-far-weve-come-celebrating-pride-month-at-6sense/ https://6sense.com/post/its-a-reminder-of-how-far-weve-come-celebrating-pride-month-at-6sense/#respond Thu, 26 May 2022 21:20:27 +0000 https://6sense.com/?p=14635 Eric Waldron (he/him) and Sam Huntington (she/her) are two leaders of 6sense’s Pridesense Employee Resource Group, which supports the company’s LGBTQ+ community. They recently sat down to speak with us about why June, Pride Month, matters — and how 6sense’s

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Eric Waldron

Eric Waldron (he/him) and Sam Huntington (she/her) are two leaders of 6sense’s Pridesense Employee Resource Group, which supports the company’s LGBTQ+ community.

They recently sat down to speak with us about why June, Pride Month, matters — and how 6sense’s commitment to authenticity extends to who they are, not just what they do. Let’s take a closer look.

6sense: How would you describe Pride Month?

Sam: For me, it’s a chance for everybody in the queer community and in general to just celebrate who they are, what they love, who they love, and what they’re passionate about.

It’s a time to celebrate your authentic self, and to celebrate other people and their authentic selves.

Sam Huntington

Eric: For me, it’s a milestone. Each time the month rolls around, it’s one more year since Stonewall. It’s one more year since bricks were thrown at cops who were trying to arrest people for being themselves. And it’s one more year that we’ve had legally recognized same-sex marriage.

It’s a reminder of how far we’ve come, and an opportunity to get together and commemorate that.

Sam just mentioned the opportunity to be our authentic selves. I come from an older generation. We had to spend a lot of time creating our inauthentic selves. And oftentimes, we’ve spent more time building that fake version of ourselves to fit in than we did creating our authentic selves.

This is the one month when I feel like the real Eric isn’t afraid to walk down the street. Even as liberal as San Francisco is, I’m afraid a lot during the other 11 months out of the year. You know, getting beat up or having slurs screamed at me.

But in June, they put up those rainbow flags all the way up and down Market Street, and the whole damn city knows this is our month.

Do you feel you can bring your authentic selves to 6sense?

Sam: I’ve felt very comfortable from the moment I interviewed. It was one of the first times where I could almost immediately get out of that stiff interview mode, and just relax and laugh and smile, and have a good conversation with the person I was speaking with. 

I don’t need to hide my authentic self here, and I really, really love that. I can wear colorful flamboyant shirts or have my rainbow [Zoom] background up all year round if I want to. And nobody bats an eye at it — or if they do, it’s to give me a compliment about it.

Eric: I came from the hospitality background. 6sense was my first professional office job. I had this self-imposed opinion that I had to be somebody besides myself [when I worked here] because I was in a “professional office environment.” And I spent most of my first year trying not to be myself. I almost quit the job. 

Finally a colleague told me, “Who do you think we hired? We hired you to be you, to be the Eric that is Eric, loud and kind of obnoxious.” It wasn’t until I had that conversation that I started slowly becoming myself. 

Since then, my career has blossomed. The relationships that I’ve built here have blossomed. My health is better. Everything’s changed now that I completely understand that I wasn’t hired to be this cookie-cutter professional person. I was hired because I was Eric.

I finally feel like I found my home.

How does the Pridesense ERG help build awareness and community within 6sense?

Sam: The initial goal I had for this ERG was to create a safe space for people to be their authentic selves — to talk about their feelings, their concerns, what’s going on in their world, things like that — without any professional stigma.

I know not everybody is immediately comfortable with being their authentic self at work. It’s something I had to learn myself. I wasn’t always this comfortable in the workplace. I want to create a space where others can try to get to that place themselves, and feel safe, happy, welcome, taken care of, and appreciated here.

That’s part of the reason why we have a public Pridesense [Slack] channel and a private channel. Some people would rather remain more private with things like this. It’s a safe space where people can share whenever they want to. 

Eric: I love that we have the capabilities and the encouragement to have both of those channels here, where we can welcome everyone — and at the same time, still talk about some real hard-hitting things that happen to the community.

What’s your advice for anyone looking to be a valuable ally?

Sam: The easiest, most basic thing any person can do to be a good ally — not just to the queer community but people of color, or women, or anybody different than yourself — is to listen. Just be open and listen. Listen to what people have to say. Listen to what they tell you about themselves. 

If somebody is comfortable sharing their identity with you and being open with you, be grateful for that. That means they trust and appreciate you, and they want to share themselves with you. 

A big part of being a good ally is also making sure you’re always learning about people who are different from you. Doing that betters everybody. We all have different experiences and insights to share. If we listen and we’re open to it, there’s so much we can learn from each other.

Another tip, this one for the workplace: Add your preferred pronouns to Slack and Zoom. It’s super easy to do — and it’s something really important to do, including those who aren’t trans or non-binary.

If everybody shares their pronouns, it normalizes the conversation about pronouns, so that if somebody is trans in the company and maybe their pronouns change, or they want to only go by they/them or something like that, it doesn’t become a big deal for them to share that information. Their boss already sees their pronouns up on Zoom.

It’s just respectful to people if you know what their pronouns are going in. 

Eric: If you want to be an ally for the community, use your straight privilege. Respectfully and strongly and vocally stand up for us if you’re with us. 

If you hear somebody talking about the community poorly, use your straight privilege. It’s very, very powerful. If somebody calls me something and I try to fight back, I’m just a gay guy fighting back. But if a straight person comes in and says, “No. You don’t get to say that. This is ridiculous,” they can’t argue with them. Use your privilege to show up for us.

Sam: Yes, definitely. If you see something or hear something, say something. Speak up when you see hate in the world. Shut it down.

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What Are Predictive Analytics? https://6sense.com/post/what-are-predictive-analytics/ https://6sense.com/post/what-are-predictive-analytics/#respond Thu, 26 May 2022 21:00:13 +0000 https://6sense.com/?p=14632 By the nature of their jobs, marketers need to be very good educated guessers. They need to have a sense — a sixth sense, if you will — for knowing which accounts to target, where accounts are in the buyers’

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By the nature of their jobs, marketers need to be very good educated guessers. They need to have a sense — a sixth sense, if you will — for knowing which accounts to target, where accounts are in the buyers’ journey, what kind of messaging will resonate, and so on.

With experience and knowledge, marketers often become skilled at making educated guesses, but the problem is that they’re still guesses. 

Enter predictive analytics: a way to extract information from data to predict trends and buyer behavior patterns. 

Predictive insights are generated through a complex combination of data-modeling, machine learning, data-mining and AI. With the right data, it can accurately anticipate new opportunities, potential upsells, and even detect customer churn.

Let’s take a closer look at the three key pieces of data that feed into 6sense’s predictive models.

Intent Data

Predictive analytics collects and looks at two types of intent data: first-party and third-party.

First-party intent data comes from your organization’s own properties, and includes things like website visits, video views, engagement with content, and CRM records. This is data that you also have access to, which makes it easy to use.

Third-party intent data comes from anonymous user behavior occuring all over the internet. This includes visits to websites outside your organization’s domain, as well as branded and generic keyword searches. 

According to Forrester, buyers of B2B solutions conduct 70% of their research in online resources that are considered third-party data sources. Not only are they mostly educating themselves beyond where your marketing and sales reps can reach them, but they’re also making many of their key buying decisions before they even engage with a company.

Having a technology platform that can detect these hidden buyer intent signals, assign them to an account, and feed the data into a predictive model can help marketing and sales uncover potential opportunities and proactively reach out before a buying decision is made.

Historical Data

The second important piece critical to generating predictive insights is historical data. Using machine learning and AI, platforms  (like 6sense) analyzes massive amounts of data to look for indications of patterns in buyer behavior. 

Predictive models look at which behaviors led up to sales in the past — like content engagement, interactions with reps, or webpages eventual buyers showed interest in. Then the algorithms determine which actions are indicative of an intent to buy, and match that data against opportunities currently in your pipeline.  

Ideal Customer Profile

The third and final critical component of predictive analytics is the firmographic and technographic data that makes up your organization’s ideal customer profile. 

We’ve covered ideal customer profiles in the past, but to summarize, your ICP is a set of features that your closed-won customers have in common, and describes what makes a company an ideal customer for your solution. An ICP includes elements such as:

  • Industry
  • Company size
  • Geographic location
  • Number of employees
  • Revenue
  • Technology stack
  • Previous experience with a competitor
  • And many other commonalities your customers may share 

By knowing what your customers have in common, your revenue team has an easier time identifying target accounts that will be an ideal fit for your solution and are more likely to result in a successful sale.

Putting It All Together

With all the pieces in place, this is how predictive analytics works: When intent data is layered on top of historical data, then filtered through your organization’s ideal customer profile, the result is a target list of accounts that show intent to buy and are a good fit for your solution.

Targeting accounts based on predictive insights reduces the time and resources revenue teams spend chasing down accounts that are either not ready to buy, not a great fit as a customer, or both. 

Most importantly, revenue teams that use predictive modeling to identify accounts can stop relying on educated guesswork. Instead, they can prioritize their efforts on reaching out to companies that they know will benefit from their solution, based on their ICP.

Predictions founded upon historical data shows they are ready to make a buying decision, and armed with intent data, revenue teams can reach them with messaging that resonates with what their wants and needs.

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‘I Feel Like I Can Be Heard’: Celebrating AAPI Heritage Month at 6sense https://6sense.com/post/i-feel-like-i-can-be-heard-celebrating-aapi-heritage-month-at-6sense/ https://6sense.com/post/i-feel-like-i-can-be-heard-celebrating-aapi-heritage-month-at-6sense/#respond Thu, 26 May 2022 19:46:51 +0000 https://6sense.com/?p=14625 Gabby Bahnmuller and Nita Kim are two leaders of 6sense’s Employee Resource Group group devoted to raising awareness of the Asian American Pacific Islander community. Gabby’s role at 6sense is Sr. Manager, People Partner; Nita is a Customer Success Platform

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Gabby Bahnmuller

Gabby Bahnmuller

Gabby Bahnmuller and Nita Kim are two leaders of 6sense’s Employee Resource Group group devoted to raising awareness of the Asian American Pacific Islander community. Gabby’s role at 6sense is Sr. Manager, People Partner; Nita is a Customer Success Platform Program Manager.

Nita Kim

Nita Kim

AAPI Heritage Month runs through May, and Gabby says the celebration creates an opening to educate people about the ways the community has shaped American history. It also highlights prejudices that continue to impact their lives — whether it’s the wave of violence that followed COVID or, as Nita points out, seemingly benign stereotypes that in fact create uncomfortable or harmful environments.

Here’s what they had to share about their journeys, their approach to celebrating culture, and how allies can help.

6sense: How do you describe AAPI Heritage Month?

Nita: It’s worth dedicating a month so that people are aware of it, and us. This awareness isn’t ingrained as a part of American culture, although the growing AAPI community has been shaping and writing America’s history for a long time. It’s just something people don’t often acknowledge. Asian-American history is American history.

I’m an immigrant. If you look at United States history, many people chose to come here. It’s the same for Asian immigrants. We chose to come here. It’s a conscious decision we make. We want to be part of it. 

America isn’t the land of a specific ethnicity. It’s the people who make up the country, and Asian-Americans and Pacific Islanders are part of that.

What is your favorite part of AAPI Heritage month? Does it change your day-to-day compared to other months?

Gabby: I grew up in a predominantly white, homogenous environment. I didn’t have a lot of people that related to me in terms of ethnicity or culture. So the month means a lot to me because I’m now able to connect and identify with others in the same boat as me. 

And it allows me to think about myself and our common threads with others. I celebrate by participating in different events, spending more time in AAPI-owned businesses, that sort of thing.

Nita: This is the month to reflect and share our heritage. And people are more curious by design because we intentionally call it out. People have questions and show an interest in my background — me as a person, not just as another colleague.

And it’s great because not everybody, especially from the AAPI community, are super vocal about issues that are happening in the communities until, for example, when there’s Asian hate crime.

Are you comfortable bringing your authentic selves to 6sense?

Gabby: Yes, and that applies outside of AAPI month, too. It’s built into our culture. If we look at our FAMILY values [Fun, Accountability, Mindfulness, Integrity, Love, Yes and…], those are the building blocks that allow people to bring their authentic selves to work.

When I look at it through the lens of AAPI Month or 6sense’s AAPI ERG, we create spaces for people to connect with others who’ve had similar experiences. It’s a space to come and talk about what’s on our minds and find common threads from a cultural perspective. 

For me, bringing your authentic self means you don’t need to hide behind a mask. You don’t need to assimilate in any way. And I feel like our company values and programs allow me to do that. You can say what’s on your mind, share cultural differences, and let your personality shine through.

I don’t feel like I need to be anybody else. I feel like I can be heard. 

What’s something you want people to know about your culture?

Gabby: When we reflect on what “AAPI” is, it’s important to remember that AAPI is such a big umbrella. When I was growing up, there really wasn’t much awareness of the breadth of culture that AAPI represents. What people knew was either you were Chinese or Japanese, or maybe Indian. But what exists between those spaces?

I really enjoy the spectrum of different cultures, ethnicities, and heritages under the AAPI umbrella. It’s not one-dimensional. It’s many religions, many traditions.

I hope as we bring more awareness to the AAPI community, more people can discover that richness and depth.

Do you have any advice for those looking to be a valuable ally?

Gabby: My mind goes to education. We all have a responsibility — not just the AAPI community — to educate ourselves on other under-represented groups, much like we have a responsibility to educate ourselves on other things. It shouldn’t just be gated to one month. It should be something that we’re all working towards, all year long.

I’ve heard from people in the ally community that sometimes they’re nervous to ask questions or that they might say the wrong thing. I think that keeps them from participating or being a really good ally; they feel they need to say these things perfectly.

But that’s not the case. All you have to say is, “I’m not really sure how to say this” or “Maybe I’m not fully educated, but I want to help and be a better ally to you. What can I do?” In my mind, that’s all it takes to be a good ally. And we won’t know all the answers, and that’s okay, but we’re all trying to better ourselves.

Nita: This is really hard, but it’s important to acknowledge your biases. We all need to work on calling out the myths and stereotypes — things that are holding people back in the community.

A good example is the “model minority” concept. This is ingrained in both the non-Asian and Asian communities. Sometimes, we [members of the AAPI community] are held to that standard, and it puts us in uncomfortable positions.

Don’t say to yourself, “Nita is Asian, so she must be good at math.” I am good at math, but not because I’m Asian. Be open-minded and try not to automatically judge people based on the myths that can surround us all.

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5 Best Practices for Thawing Cold Calls https://6sense.com/post/5-best-practices-for-thawing-cold-calls/ https://6sense.com/post/5-best-practices-for-thawing-cold-calls/#respond Thu, 26 May 2022 17:48:38 +0000 https://6sense.com/?p=14621 This will likely come as no surprise: B2B buyers don’t like receiving cold calls. And perhaps even less surprising, cold calls have a success rate of only 2%. Yet many companies uphold monthly or quarterly call quotas for their sellers.

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This will likely come as no surprise: B2B buyers don’t like receiving cold calls. And perhaps even less surprising, cold calls have a success rate of only 2%.

Yet many companies uphold monthly or quarterly call quotas for their sellers. So what’s a BDR or sales rep to do to cut across the noise and engage with their buyers effectively?

6sense has adopted a “no cold calls” philosophy; we believe that with the right tools and knowledge, you can eliminate the concept altogether. Here’s how to effectively engage the right buyers next time you pick up the phone.

1. Do Your Research

Sellers can get into a funk of simply going down their list of accounts and dialing one after the other, without giving much thought as to who is on the other end of the line. If you’re not putting the proper amount of thought and care into the conversation, why should they?

When you know you’re calling a certain account and buyer, do your due diligence to understand more than just their title and company. Ideally, you have account insights that include whether the buyer is talking with any of your competitors, what their unique business needs are, and of course, how your product will help them.

2. Ditch the Script

Executives and decision makers have come to expect generic, rehearsed sales pitches when they pick up the phone. Rather than reading from the same script, use it as more of a guide. Then apply the insights at your disposal to craft an opener for every buyer that is relevant to their pain points and needs.

Add some emotion to avoid sounding like a robot. At the end of the day, this is just another conversation, so speaking confidently and naturally will already differentiate yours from other sales calls.

3. Exercise Your Listening Skills

This is your first conversation with the buyer; don’t throw them too much information right off the bat. After you’ve introduced yourself and shown them that you’ve done your research, ask them open-ended questions and let them talk while offering guidance and advice when appropriate.

By simply listening, you give the buyer the opportunity to share details that will be useful for you as they move forward through the buying process. Understanding their perspective also enables you to position your product in a way that demonstrates value and is relevant to the buyer’s needs.

4. Follow Their Lead

You don’t want to end the conversation at a standstill. To keep things moving, set logical next steps based on what was discussed, whether it’s sending over additional resources, following up with another call in a couple of weeks, or scheduling a demo.

And rather than forcing the buyer into your process, let them tell you what they need. Eighty-eight percent of B2B buyers make purchases only when they view a salesperson as a trusted advisor.

5. Make Note of Successes — and Areas for Improvement

Have you hung up the phone and pumped your fist in the air because it went so well? First of all, way to go. Secondly, reflect afterward and determine what you did differently. It could be that you said something specific or said it in a certain way that garnered a more positive reaction than you’ve received in the past.

Write it down, study it, and put it to use in future calls.

In a different scenario, perhaps you hang up the phone and put your head in your hands in disappointment. Although it’s not a good feeling, it’s still an opportunity to learn something, so keep note of where you fell short as well.

Time to Turn Up the Temperature

Engaging future customers is part of a seller’s job — and the practice of sales calls won’t be taken off their to-do lists any time soon. But by taking proper measures, you can take the “cold” out of “cold calling” for more optimized conversations that positively impact pipeline.

6sense can help. Our platform captures intent data that lets you spot accounts that are ready to buy and understand what they’ve been researching online. This allows you to focus on the best opportunities and enter those conversations armed with insights. Book a demo to learn more.

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CMO Coffee Talk ‘Aha! Moment’: 15 Best Practices for Managing and Empowering Your Marketing Team https://6sense.com/post/cmo-coffee-talk-aha-moment-15-best-practices-for-managing-and-empowering-your-marketing-team/ https://6sense.com/post/cmo-coffee-talk-aha-moment-15-best-practices-for-managing-and-empowering-your-marketing-team/#respond Wed, 25 May 2022 20:19:30 +0000 https://6sense.com/?p=14578 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant.


Managing a marketing team can be difficult. It can also be the most rewarding aspect of your job.  

Doing it well often requires insights and best practices. But conduct a Google search about “marketing management” and you’ll find all sorts of information about what marketers do — the theories, tools, and frameworks – but it’s really hard to find information about actually leading a marketing team. 

8 Tips for Managing a Team Of Direct Reports 

Here are eight proven best practices for managing your growing team of marketing direct reports: 

1. As a manager of people, you better like working with people.

This seems obvious, but I’ve personally experienced a lot of managers who like the title and the extra pay that comes with management responsibility — they just don’t really like dealing with people. 

2. Recognize your role as a manager of the team, and be comfortable with it.

Your role isn’t to write the best blog posts, come up with the best ideas, or create the most successful campaigns. It’s to enable your people to do these things successfully. 

3. Behave consistently with your organization’s values.

Like it or not, as a manager, you’re a role model. Your direct reports will follow your lead. If they see you treat others with patience and respect, they’ll do the same. Sadly, the converse is true as well … and it can create a miserable work environment. 

4. Create an org chart and make sure everyone on the team knows where they are on it.

This sounds like an HR function, but it’s not. It’s a leadership responsibility. 

5. Be clear about how team members communicate with each other and with clients.

Define which channels are used, who to “cc:” on emails, how you use messaging platforms, who you keep the rest of the team in the loop, and more.

6. Outline the basic processes that make the work flow.

This isn’t about lead flow. This is about creating a predictable pattern and common understanding about how to get high-quality work done so your people can operate independently and your business can scale.

Since marketing is a dynamic business, your workflow must be flexible enough to maintain quality while withstanding continual changes. 

7. Recognize the effort your people put into their work.

Thank them for it. Sure, they get a paycheck either way, but recognizing how hard your people work to get something done is motivation to further excel (and improve) next time. 

8. Make it safe to fail.

Marketing is fraught with risk. In order to continually drive results and revenue, your marketing efforts have to be fresh and new. For some people, this isn’t a comfortable space in which to operate. 

Give your people some guardrails, check in with them often, praise publicly, and critique privately.

At the end of a new task or project, conduct a private post-mortem to discuss what went well and what could have done better. Together, develop specific actions your team members can take next time to improve. 

Great Managers are Teachers

As a people manager, if you’re doing things right, you’re also making your job harder.

Success for a people manager ranges from watching a junior team member nail a client presentation or master a new task, to promoting them to a new role, or even saying good-bye and wishing them well as they embark on a new job somewhere else.

In any case, you’re continuously teaching new skills, coaching, and role-modeling new behaviors so that your people and company succeed. 

7 Tips for Managing a Team of Indirect Reports 

Here are tips to help new and experienced marketing managers who do not have a direct reporting relationship with their team members:

1. As a project manager, you better enjoy the details.

Successful project managers keep all the details straight while never losing sight of the goal. 

2. Talk to the team before assigning work.

Even if responsibilities seem clear to you, be sure to discuss your vision with each team member individually. Let them know how their role operates in the project, the key deliverables, and the type of impact you expect each person to contribute. 

3. Do your homework.

Yes, you are relying on the team members to know their part – but as the project lead, you must understand the data and interdependencies between tasks. 

4. Take on some of the work yourself.

The best way to gain respect is to join in the heavy lifting. As a project manager, show your team members that you support them by taking on some of the work yourself. 

5. Keep everyone informed.

There’s an old advertising adage that goes something like, When you’re sick of saying something, that’s when your audience is just beginning to hear it.

Even if you think everyone is on the same page, don’t hesitate to repeat yourself. Use different means of communication, and continue to provide context to ensure the whole team is informed.  Nothing creates team dysfunction like erratic information sharing. 

6. Give prompt feedback.

As the project lead, you must follow the schedule that you laid out. This ensures you’re being courteous and respectful to your teammates. 

7. Publicly praise, privately coach.

When praising your team’s accomplishments, give credit to everyone within the team and do so publicly.

Inevitably, something will go wrong. That’s when to take the conversation offline. This is an opportunity to demonstrate your leadership by honestly and directly sharing feedback in a way that helps your team members learn from their mistakes. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meet-up (which is just around the corner!), we’re answering burning CMO questions in our first edition of CMO Ask Me Anything. Bring your questions — we’ll be answering them in real-time. You don’t want to miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership. 

 

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Protected: 6sense Survey Highlights CMO Compensation Across Tech Industry and Gender https://6sense.com/post/cmo-compensation-survey-2022/ https://6sense.com/post/cmo-compensation-survey-2022/#respond Wed, 25 May 2022 20:06:12 +0000 https://6sense.com/?p=14576 There is no excerpt because this is a protected post.

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Supercharge Finserve Investment Intelligence with Intent Data https://6sense.com/post/supercharge-finserve-investment-intelligence-with-intent-data/ https://6sense.com/post/supercharge-finserve-investment-intelligence-with-intent-data/#respond Wed, 25 May 2022 19:42:06 +0000 https://6sense.com/?p=14573 Revenue teams use 6sense and Slintel’s data to know who their potential customers are and when they're ready to buy. In fact, revenue generation is 120% more effective when using 6sense to identify and pursue accounts that are in-market. The improved

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Revenue teams use 6sense and Slintel’s data to know who their potential customers are and when they’re ready to buy. In fact, revenue generation is 120% more effective when using 6sense to identify and pursue accounts that are in-market.

The improved performance is largely the result of intent data. Anonymous website traffic and intent signals are accurately matched to target accounts. This gives marketing and sales teams a complete picture of prospects, including their needs and where they are in the buying journey.

The very same intent data can be applied — in just a slightly different way — to give hedge funds and venture capital firms insight into potential investment opportunities, and help them evaluate investment decisions.

Here’s how.

Traditional Decision-Making vs. Data-backed Decision-Making

Investment firms determine companies they invest in by:

  • Conducting a fundamental analysis 
  • Conducting a technical analysis
  • Making a decision

When done the traditional way, without the benefit of a platform like 6sense, the problem is that the data is limited, both in the scope of information it covers as well as the span of time. Because the reports tend to be quarterly, the analysis doesn’t take historical data into account that might be critical for making investment decisions. 

But firms that use a platform like 6sense with Slintel can see the bigger picture and make better-informed decisions.

The Bigger Picture: Firmographic and Technographic Insights

With firmographic insights, firms can see how a company is truly performing and how it is expected to perform in the future. Those insights come in the form of data such as reports, blog articles, and job postings. 

For example, did the company recently post 200 jobs? They’re probably experiencing rapid growth and are a good investment opportunity. If they stopped hiring or there is news of layoffs, probably not. 

A more comprehensive technical analysis is possible too, because it offers insight into which companies are making investment in technology. Adoption of new tools can signify a company is setting up infrastructure to support major growth.

Wall Street is Already Using This Data for a Competitive Edge

A New York-based global investment manager uses Slintel’s technographic reports to build large-scale data modeling algorithms that get closer to predicting the price movements of the stock market. The manager automatically import thousands of technologies – which are refreshed monthly – and plugged directly into their algorithms. 

The rich technographic data empowers the manager and their firm to operate at scale, executing millions of trades per day.

Other investment management companies use the data to understand the market share for up-and-coming business offerings. 

Past and Future: Historical Data and Predictive Models

This information from Slintel, combined with historical data, gives venture capital firms a complete picture of how a potential  portfolio company:

  • Has been performing over time
  • How it’s trending compared to competitors
  • It’s customer growth and decline, and
  • Other important factors for a future investment decision.

What’s more, 6sense feeds new data into predictive models so firms can see not only how companies have been performing, but also how they are positioned to perform in the future. This helps firms keep an eye on present portfolios as well as potential investments, informing their strategy and helping them find ways to get possibly struggling investments back on track.  

Generic and Branded Keywords

Among the intent signals that 6sense captures are the generic and branded keywords that potential buyers search for. 

Investors can use the insight offered by these keywords to:

  • Shed light on emerging categories to target for investment
  • Discover companies for potential investment that attract the most interest
  • Spot companies seeking funding sources, based on keywords such as “SaaS financing” or “late-stage funding”
  • See which companies are researching their firm, or their competitors

Understanding this keyword data can help investors track the market, identify desirable opportunities, and be the first to establish deal conversations based on what they know the target company is already interested in.

Website Tagging

6sense uncovers anonymous activity on customers’ websites through website tagging. Firms can add 6sense tags to track which pages potential and current portfolio companies are visiting and which content they are consuming. 

Knowing how companies are engaging with their website and what resources they are seeking can help inform the conversations that investors have when they speak with existing or future clients. 

Conclusion

In a competitive market, it’s important for venture capital firms to have access to all of the data available to make informed investment decisions. 

Just as 6sense helps revenue teams identify their ideal customers, what they care most about, and when to reach out to them with the right message, hedge funds and VC firms can apply…

  • Robust intent data
  • Firmographic data
  • Technical data, and
  • Historical data

….In a similar way to determine where they make future investments and monitor the health of current investments.

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DMP vs. CRM vs. CDP: What Are the Differences and How Do They Work Together? https://6sense.com/post/dmp-vs-crm-vs-cdp-what-are-the-differences-and-how-do-they-work-together/ https://6sense.com/post/dmp-vs-crm-vs-cdp-what-are-the-differences-and-how-do-they-work-together/#respond Wed, 25 May 2022 14:48:08 +0000 https://6sense.com/?p=14569 Putting together a tech stack that enables revenue growth is critically important for B2B sales and marketing teams. But with more than 8,000 solutions (and counting!) competing for your business, it’s easy to get overwhelmed. Trickier still, many of the

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Putting together a tech stack that enables revenue growth is critically important for B2B sales and marketing teams. But with more than 8,000 solutions (and counting!) competing for your business, it’s easy to get overwhelmed. Trickier still, many of the technology categories overlap. 

Case in point: CRMs, CDPs, and DMPs. They are all vital tools in customer data management. However, they all have different purposes. If you ever wanted to make sense of this particular alphabet soup, here’s a closer look. 

A Closer Look at CDP, DMP, and CRM Platforms

CRMs

CRM stands for customer relationship management. These systems capture data about customers, their characteristics, and how they have interacted with your business. 

Leading CRMs — such as Salesforce, HubSpot, and Microsoft Dynamics — will also include:

  • First party tracking data to help you understand how your contacts have interacted with your website
  • Marketing automation for emails and SMS communications with your contacts
  • Robust connectivity with other marketing tools like 6sense, Marketo, Clari, Mutiny, Drift, and many more    

Strengths

CRMs are foundational tools for revenue teams because they make it easy to:

  • Keep track of your contacts
  • Record your interactions with them
  • See their progress through your sales pipeline
  • Create marketing automations based on pipeline progression
  • Analyze won-lost rates
  • Spot dropoff points in your sales process
  • Analyze the performance of sales team members  

Weaknesses

CRMs are great for understanding and marketing to known individuals, but they primarily handle first-party data. They don’t help you understand what your contacts are researching on other websites, and they offer no insight into the behavior of accounts you would like to land, but who have not filled out a form or answered your calls or emails.

CRMs also often rely on some amount of manual entry in order to bring insights from third-party platforms. For instance, a company may offer a lot of clues about their needs through a chatbot on your site, but unless that data is automatically piped into your CRM, it’ll stay in its data silo, leaving sales representatives unaware of opportunities. 

CDPs

CDP stands for customer data platform. 6sense has an embedded CDP; it’s one of the cornerstones for how we serve our customers. 

A CDP breaks down data silos by:

  • Importing data from the various platforms in your tech stack
  • Creating a customer profile that captures your first-party data (CRM, chatbots, advertising campaigns, email marketing tools, etc.) and
  • Data from other sources, such as the intent data from 6sense (which accounts are in-market, which are an ideal fit, their buying stage, their search keywords and competitor research, etc.).

The CDP then pushes these insights back out to your various tools, which helps you deliver consistent sales and marketing messages. The best CDPs can even create dynamic audience segments so you can rapidly switch messaging to match changes in your prospect’s buying journey.

Strengths

  • Breaks down data silos
  • Orchestrates messaging and campaigns
  • Can add valuable data and context to CRM records, helping sales representatives focus on the most likely buyers

 Weaknesses

DMPs

DMP stands for data management platform — which sounds a whole lot like customer data platform, but serves a very different purpose. 

While CDPs are used to store personal information – which may be stored for a long time so the company can analyze customer trends – DMP data is fleeting. That’s because DMP data is primarily used for ad targeting, and uses anonymized third-party signals to define audience segments like “junk food enthusiast,” “avid investor,” or “planning a trip to Orlando.”

Let’s use Joan Alpha as an example. 

Your CDP might capture Joan Alpha’s:

  • Full name
  • Birthday
  • Email Address
  • Street Address
  • Phone Number
  • Purchase history from your company
  • Interactions with your site and mobile app
  • What questions she has asked your chatbot
  • Which content she has read on your site
  • Which coupons she uses.   

A DMP would see that “Anonymous User #h831Mfx767q” searched for Flamin’ Hot Cheetos, is researching real estate investment trusts, and has been searching the web for Florida Hotels and Disney World tickets. 

That anonymous user — Joan — would then be sorted into certain audience segments that have a short shelf life. If Joan hasn’t searched for info about Orlando hotels and theme park tickets in 90 days, she would be removed from the “planning a trip to Orlando” segment.  

Strengths

  • Useful for building digital advertising campaigns for people who aren’t known customers, but who you’d like to reach.

Weaknesses

  • Uses third-party data, and quality varies. Facebook, for instance, has struggled with its audience segmentation since Apple implemented privacy features with iOS 14.5, cutting off a vital source of data to its DMP. 

How These Data Management Platforms Work Together

CRMs, CDPs, and DMPs all come together to establish a bigger picture of the customer journey.

  • DMPs can help you build awareness among target customers.
  • CDPs help to start building a profile of visitors to your site, will attach their contact records and other details as they become available, and will push insights out to other platforms to help you activate marketing campaigns or initiate better conversations.
  • CRMs help to keep track of the relationship in progress with new and existing customers. 

6sense Revenue AI™ has transformed results for some of the biggest brands across the world by helping these tools work together. An integrated tech stack provides actionable insights and automations that help marketing and sales teams stay focused and generate more revenue. To learn more, book a demo today and see how we can deliver more value for your business.

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Sales Intelligence: 5 Areas to Improve Processes, Resources, and Results https://6sense.com/post/sales-intelligence-5-areas-to-improve-processes-resources-and-results/ https://6sense.com/post/sales-intelligence-5-areas-to-improve-processes-resources-and-results/#respond Wed, 25 May 2022 14:30:41 +0000 https://6sense.com/?p=14567 Solid sales intelligence helps boost profits by driving revenue and reducing costs. And it's clear that better data should lead to more informed decisions that will ultimately benefit the company's bottom line.  However, despite their best efforts, some companies still

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Solid sales intelligence helps boost profits by driving revenue and reducing costs. And it’s clear that better data should lead to more informed decisions that will ultimately benefit the company’s bottom line. 

However, despite their best efforts, some companies still fall short of achieving peak efficiency and success due to their failure to leverage sales intelligence fully.

Why Sales Intelligence Can Fail to Compute

Sales intelligence is the ability to recognize and respond to opportunities in the marketplace. It’s about having a keen sense of what you’re selling, who you’re selling it to, and how they want it.

The more you understand your customers’ needs and wants, the more effective your sales efforts will be.

We’re all familiar with the adage, “You can’t manage what you can’t measure.” But what if you can measure something, but your measurement process is flawed?

Keep reading to discover the five most common gaps in sales intelligence – and how to fill them.

1. Broken Sales Processes

One of the most common sales intelligence gaps is a broken sales process. Research shows companies with a well-defined sales process outgrow others by an average of 18%.

Without a defined process, sales teams are left guessing at best next steps — and those steps often turn into stumbles. And it’s not enough to have a sales process. You need to train your team to use it, and give them the tools they need to easily follow each step.

Here are tips to help you fix a broken sales process:

  • Break down your sales process into strategies, each with a specific goal.
  • Map your sales process into a CRM.
  • Automate as much as possible.
  • Prioritize opportunities. Consider layering in intent data so you can gain visibility into which accounts are close to making a purchase decision, and how much revenue a deal might represent. 

2. Lack of Consistent and Verified Data

There’s a lot of information available for B2B revenue teams. But not all of it is accurate. Some data may be outdated, or the source might be untrustworthy. Inconsistent and unverified data can make it difficult for a sales team to draw conclusions about their potential customers. 

A survey conducted by Gartner found that bad data costs enterprise-level companies an average of nearly $13 million each year. The research firm also found that 60% of businesses do not measure how much bad data actually impacts the bottom line.

6sense tackles this challenge by combining AI-driven analysis with robust data gathering and partnerships that help us track and identify accounts. Read more about our match rates and methodology. 

3. Inability to Identify Opportunities and Risks

You can’t sell effectively if you don’t know your product and your competition. 

You can’t capitalize on opportunities unless you know about trends or changes in your own industry, customer demand trends, and how you stack up against competitors.

This could mean losing out on a big deal or missing a subtle shift that completely alters your industry landscape. 

Even worse, if you’re not able to identify risks that could damage your business, how can you prepare for them? In short, poor sales intelligence = poor sales performance.

By taking time to review your data and look for trends and patterns, you can better understand what your customers want and how they respond when something goes wrong. This knowledge will help you predict future problems and opportunities, helping you avoid costly errors.

4. Insufficient Tracking Across Channels and Devices

How can you be sure that a lead was influenced by Twitter, for example, or whether it was generated by a prospect visiting your website after viewing a display ad or attending a trade show?

You can’t make informed decisions about which marketing channels are working if you don’t know where your opportunities are coming from.

B2B sales tend to have long sales cycles in which multiple members of a buying team will interact with your brand across several channels. That makes it hard to identify which ones are most effective at driving revenue

6sense helps you track the marketing campaigns, content, and outreach that influence prospects — and its AI studies patterns to discern which activities are most likely to lead to deals. This helps you understand which marketing campaigns are working, and helps you forecast the value of your pipeline.

If you have companies in your pipeline that act very similarly to other customers you have closed, there’s a good chance they will become a customer, too.

5. Not Having the Right Tools

When a sales team isn’t performing as well as it could be, it can be easy to blame employees for not being motivated or smart enough. However, that’s often not the case. 

Many times, tools are missing from the existing CRM that could help you track important information. Other times, you need some sort of analytics report that’s not available — and maybe your company hasn’t yet budgeted for it. 

According to a Linkedin State of Sales 2021 report, salespeople say sales technology tools are critical for helping them build trust with customers. That’s incredibly important, because the same report shows that while only 40% of customers see the typical salesperson as trustworthy, 89% considered the salesperson they ultimately bought from a “trusted advisor.” 

One of the key factors bridging that gap: Customers want salespeople to know and care about their company and goals. 

Great technology tracks customer records and helps you understand customer concerns. Ultimately, it not only helps you sell — it helps you advise.

The Bottom Line on Comprehensive Sales Intelligence

The most successful salespeople don’t have magic formulas or find shortcuts that work once in a while. The best know their customers, strategies, and methodologies well enough to win time and time again. 

This is true of any industry – but it’s particularly vital for B2B sellers, given their long sales cycles and high levels of uncertainty. That’s why it’s important for these professionals to always ask questions about how they do things… and improve from there.

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3 Tips to Make the Most Out of Your B2B Email Campaigns https://6sense.com/post/3-tips-to-make-the-most-out-of-your-b2b-email-campaigns/ https://6sense.com/post/3-tips-to-make-the-most-out-of-your-b2b-email-campaigns/#respond Tue, 24 May 2022 18:35:40 +0000 https://6sense.com/?p=14552 How can you get better B2B email results? Pay closer attention to individual subscribers. While many B2B companies treat contact form submission as a gold standard for indicating someone may be ready to buy, that’s just one signal of buyer

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How can you get better B2B email results? Pay closer attention to individual subscribers. While many B2B companies treat contact form submission as a gold standard for indicating someone may be ready to buy, that’s just one signal of buyer intent. 

Your email campaigns generate many more signals. Here are some ways to mine that data and turn it into pipeline opportunities.

Keep an Eye on Engagement

Email marketers routinely keep an eye on certain metrics, including:

  • Open rates, which indicate whether your brand is trusted and your subject line is compelling.
  • Clickthrough rates, which indicates how often recipients click a link within the email.
  • Click-to-Open Rate, which is a good metric for determining whether your content was compelling to the people who opened the message.
  • Share/Forward Rate, which shows if recipients thought your message was worth sharing.
  • Bounce Rate, which shows how many emails were undeliverable. 
  • Unsubscribe Rate, which can help you spot whether your messages are serving your customers or just annoying them.

Aggregate Data is Good; Account-Based is Better

Marketing Automation Platforms do a great job of providing aggregate information about campaign performance, but it usually requires a little digging to see how individual customers are responding to your emails. 

By digging deeper into your contact lists, you should be able to spot which customers frequently open, click, and share your content. Focusing outreach efforts on this subset of customers is a great way to start focusing your revenue generation efforts.

To get even better results, you should make extensive use of audience segmentations that allow you to customize the emails you send to customers based on: 

  • Company characteristics
  • How they have interacted with your campaigns and website
  • Their online research activity, including keywords and competitor research 
  • Their role in the company, related pain points, and interests

But as you try to provide more specific content to subscribers, you’ll run into another challenge…

Frequently Update Your Audience Segments

Your customers are a moving target. Like you, they face a lot of distractions from work and life. They may look like a hot prospect, then ghost you for weeks or months. The keywords they research may evolve. The solutions they need to solve may shift.

A static email list that fails to capture these changes will underperform. 

Many companies keep their messaging relevant by auditing their contact lists at least once per quarter — consolidating data from their various data platforms to create a better picture of the customer.

A better solution is to use a Customer Data Platform, which breaks down data silos by importing data from first – and third-party sources, and then pushes that consolidated data wherever you need it to go. The CDP becomes a single source of truth about your customers that you can then use to power marketing and sales efforts. 

6sense software includes an embedded CDP that taps into buyer intent data in order to automatically update contact records and assign them to audience segments based on their latest behavior.   

Send Emails at Milestone Moments

Milestone moments are usually moments of growth, expansion, and innovation — such as when a target account moves into a larger office, receives a P/E investment, launches a new product, or goes on a hiring spree. These are all signs that a company is investing, and may be ready to also invest in the solution you offer. 

6sense helps its clients keep an eye on firmographic changes that indicate an account may be an ideal buyer. Reaching out to congratulate clients during their milestone moments helps you stay top-of-mind.

6sense Makes B2B Email Marketing More Powerful

6sense’s CDP, real-time customer intent data, and AI capabilities make it much easier to launch effective marketing campaigns that drive revenue. To learn how we can save your team time while boosting pipeline and average deal value, book a demo.

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Our Latest Ebook: Growth Marketing’s Power Comes From Objectivity https://6sense.com/post/our-latest-ebook-growth-marketings-power-comes-from-objectivity/ https://6sense.com/post/our-latest-ebook-growth-marketings-power-comes-from-objectivity/#respond Tue, 24 May 2022 18:04:01 +0000 https://6sense.com/?p=14550 Our new ebook, The B2B CMO’s Guide to Growth Marketing, lays out actionable, easy-to-follow steps that CMOs can follow to implement an effective growth marketing system. This can help CMOs meet and exceed revenue goals, and prove the value they

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Our new ebook, The B2B CMO’s Guide to Growth Marketing, lays out actionable, easy-to-follow steps that CMOs can follow to implement an effective growth marketing system. This can help CMOs meet and exceed revenue goals, and prove the value they bring to the revenue team.

Two of the most important steps to kickstart growth marketing:

  • Unifying sales, marketing, and customer success teams around revenue, as seen in this article.
  • Identifying success metrics and implementing measurement plans, which this article explores.

For a deeper dive on these topics, as well as tips for running growth experiments and learning from data, read the full ebook. (Don’t worry — you won’t need to fill out a contact form. We hate filling those out as much as you do.)

Measuring Success

You need comprehensive metrics for short- and long-term results. 

Common metrics include revenue growth rate, market share, profit margin, and other KPIs, but whatever results you gather should be objective success criteria. They should be easily understandable by stakeholders, too.

Here are some pipeline metrics worth including in your measurement plan: 

Awareness and Lead Generation

  • Digital Marketing Funnel Conversion: How effectively are your digital marketing properties converting raw traffic into qualified opportunities, and eventually paying customers? 
  • New Qualified Accounts: Measuring success through lead volume ignores whether or not marketing efforts are actually leading to growth. Measuring qualified accounts instead helps marketers positively impact close rates.
  • Return on Ad Spend: Are paid campaigns generating qualified opportunities? If campaigns are underperforming, dig in further to understand where the issue lies – such as the targeting, creative, or call to action.

Consideration and Sales Enablement

  • Lead and Account Scores: Set a BANT-based (budget, authority, need, timing) lead-scoring threshold and engage accounts based on buyer personas so revenue teams can understand their goals while improving performance. 
  • Close Rate: Keep track of the percentage of opportunities that close. Be sure to measure by market segment and overall aggregated performance. 

Post-Conversion

  • Customer Lifetime Value: Few metrics are more useful for justifying a marketing plan than a definitive understanding of how valuable new customers are to a business.
  • Net Revenue Retention: Knowing what percentage of your revenue comes from existing customers helps gauge customer satisfaction, and measures how upselling efforts contribute to growth.
  • Net Promoter Score: Customer satisfaction scores measure how likely customers are to help you build brand equity. It’s also key to a healthy referral channel.

Action Items

Ready to take your first steps? 

  • Conduct a measurement audit: Break down your marketing funnel into key stages and channels. Identify the top three metrics that matter most to each stage of the buyers’ journey.
  • Prioritize Pipeline Chokepoints: Conduct benchmark comparisons to analyze all stages of your sales and marketing pipelines and identify where opportunities are lost. Make sure problem areas are addressed when it’s time to plan the next campaign.
  • Identify Leading Indicators: Analyze recent closed-won deals to see what top-of-funnel behaviors they had in common. Take note of channels, content touch points, and time spent within each stage of the pipeline. These could be reliable indicators that marketers can use to shape their campaigns.

Get the Ebook

Growth marketing takes work to implement and time to master, but the rewards are substantial – both for organizations aiming to drive more pipeline and revenue through marketing efforts, and for CMOs looking to demonstrate their value to their CEOs.

Ready to see what modern CMOs can do to earn the trust of their fellow executives and achieve their organizations’ growth goals? Check out The B2B CMO’s Guide to Growth Marketing now.

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May 2022 6sense Product Update: Enhanced Keyword Organization, Integrations Catalog, Outreach Integration, and More https://6sense.com/post/may-2022-6sense-product-update-enhanced-keyword-organization-integrations-catalog-outreach-integration-and-more/ https://6sense.com/post/may-2022-6sense-product-update-enhanced-keyword-organization-integrations-catalog-outreach-integration-and-more/#respond Tue, 24 May 2022 17:47:33 +0000 https://6sense.com/?p=14548 With 6sense’s May 2022 Product Release, our platform further applies artificial intelligence at every stage of revenue creation to help marketing and sales teams jointly execute winning outcomes. These new enhancements help give marketers confidence in targeting the right accounts

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With 6sense’s May 2022 Product Release, our platform further applies artificial intelligence at every stage of revenue creation to help marketing and sales teams jointly execute winning outcomes.

These new enhancements help give marketers confidence in targeting the right accounts based on buying behavior, then put those crucial insights directly in front of sellers to take action. With this update, revenue teams can:

  • Organize keywords into groups
  • Improve workflows with a new integrations catalog
  • Access 6sense Revenue AI™ insights within the Outreach platform  
  • Use visitor location to reveal buyer activity  
  • And more

Let’s take a closer look!

Organize Keywords by Topics of Interest to Your Business

6sense intent data is intuitively organized into customizable keyword groups for application in campaign planning and audience building. Grouping keywords by themes makes it easier for revenue teams to glean information about in-market buyers and make better-informed business decisions.

Marketing teams can group keywords by topic of interest and leverage them in campaign planning and execution. Sales teams can then personalize outreach based on common themes that are most meaningful to their prospects.  

Even better, add up to 10 Bombora Company Surge® topics to use alongside 6sense intent keywords for the ultimate view of active buyer activity.

Improve Workflows with a New Integrations Catalog  

Users can easily find, connect, and manage connected apps in one organized place within the 6sense platform. An active integrations dashboard and consolidated catalog helps operations teams explore, manage, and orchestrate integrations across their revenue tech stack.  

Additionally, 6sense’s API documentation is now available without a login to remove friction and accelerate integrations and ecosystem development. The documentation portal helps our partners and the developer community self-serve API requirements and documentation as needed.  

Access 6sense Revenue AI™ Insights Within the Outreach Platform  

With game-changing insights, predictions, recommendations, and dashboards directly within the Outreach sales execution platform, sales reps can maximize their efficiency, improve deal execution, and close deals faster. 

6sense Sales Intelligence enables sellers to create personalized and timely engagement in Outreach, supported by buying stage predictions and account prioritization. Key benefits include:   

  • AI-driven prioritization: AI interprets intent signals and helps sales reps quickly prioritize the right accounts directly within Outreach.
  • Easy multi-threading: Provides sales and marketing the key data and insights necessary to engage the entire buying team.
  • Maximize relevance: Embeds deep context about the account and contacts directly into sales rep workflows to maximize relevance, enhance the buying experience, and drive the strongest sales results.    

Use Contact Location to Reveal Unknown Buyer Activity  

Transform anonymous activity into actionable intel with Sales Intelligence contact location data. Sales reps can now identify specific buyer interest in a topic through intent activity tied to a location, and then cross-reference relevant contacts to that location to identify likely members of a buying team​.

Armed with buying team research data, sellers can reach out with personalized messaging that books meetings​.

Additional Changes and Enhancements  

  • Quickly find a specific account and show its recent activities by searching by account name in the Sales Intelligence Recent Activities Dashboard.
  • Administrators can choose to send alerts to specific CRM users. ​
  • Segments can be searched for in the top search bar, by default in the selected folder. To search with more specific terms and filter segments, click on the Filter By button at the top of the segment list. 
  • Within Funnel Insights, you can now see a cohort-based visual analysis of how accounts are moving through your funnel and the real impact of marketing effort.
  • Funnel Insights now supports bulk export of summary and opportunity data for use in external workflows or more granular data inspection. 

Learn More About 6sense

With this powerful product update, there’s never been a better time to become a part of the 6sense family. These enhancements further help B2B organizations achieve predictable revenue growth with an intuitive platform that leverages AI, big data, and machine learning.

Want to learn more about us and what we do? Take a spin around our site to:

And you can always contact us with questions or to see 6sense in action.

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Our New Ebook: Growth Marketing is a Team Sport https://6sense.com/post/our-new-ebook-growth-marketing-is-a-team-sport/ https://6sense.com/post/our-new-ebook-growth-marketing-is-a-team-sport/#respond Thu, 19 May 2022 14:04:57 +0000 https://6sense.com/?p=14470 The demands placed upon B2B marketing have changed. Eighty-three percent of CEOs now expect CMOs to be key revenue contributors. Many CMOs rely on legacy strategies that can’t meet the requirement, and are consequently suffering from ever-shortening tenures.  The good

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The demands placed upon B2B marketing have changed. Eighty-three percent of CEOs now expect CMOs to be key revenue contributors. Many CMOs rely on legacy strategies that can’t meet the requirement, and are consequently suffering from ever-shortening tenures. 

The good news is that modern CMOs can meet and exceed revenue expectations and remain relevant by embracing a growth-driven approach to marketing.

You can learn how to implement an effective growth marketing system at your own organization by following the actionable, easy-to-follow steps laid out in our latest ebook, The B2B CMO’s Guide to Growth Marketing.

This guide features the insights from CEOs, CMOs, and other marketing thought leaders. It walks marketing leaders through the steps necessary to…

  • Unify revenue teams
  • Identify success metrics
  • Implement measurement plans
  • Run growth experiments 
  • Learn from data

…and ultimately transform your marketing efforts into an efficient revenue-driver that adds immense value to the business at large.

Here are a few highlights about aligning revenue teams:

Unifying Customer-Facing Departments Around Revenue

Growth marketing only works efficiently when all departments that make up the revenue team have the same visibility into the entire customer lifecycle. Working with the same data and metrics gets marketing, sales, customer success, and other customer-facing departments on the same page. This is necessary for productive collaboration. 

Here are some best practices for pursuing interdepartmental alignment and visibility: 

Work From a Single CRM

All customer-facing departments should work off a single CRM. This helps:

  • Eliminate the overhead needed to maintain syncs between databases
  • Minimize interdepartmental friction over what data and metrics to trust
  • Ensure cohesive handoffs

Collaborate on Record Design

Account records should be a single source of truth for telling the story of a prospect’s buyer’s journey with your organization. To make sure CRM records have the right data to accommodate the needs of each department, make their development a collaborative experience.

Build enough data to make records useful for every member of the revenue team, but be mindful that too much information can make records hard to navigate.

Use Shared Dashboards

Break departments out of their silos with dashboards set up to demonstrate the relationships between department initiatives. Rallying marketing, sales, and customer success around shared metrics for pipeline growth and revenue can help guide stakeholders toward success, as well as offer data-backed proof of a CMO’s effectiveness as a revenue contributor.

Action Items

Ready to take your first steps? 

  • Conduct a systems consolidation audit: Check your marketing stack for feature redundancies and consolidate tools wherever possible. Connect with vendors to see how they can help. You may be able to cut some overhead costs.
  • Host a record or dashboard design workshop: Gather stakeholders from marketing, sales, and customer success to contribute to the development of shared CRM records and dashboards. This helps ensure every team gets what they need to succeed, and offers departments visibility into what their revenue team peers value most, encouraging cooperation.
  • Schedule regular interdepartmental lifecycle and revenue reviews: Regular check-ins with stakeholders across the revenue team are an effective way to ensure the insights from every department are taken into account. Interdepartmental reviews of lifecycles and revenue also reinforce alignment across departments.

Check Out the Ebook

Growth marketing takes work to implement and time to master, but the rewards are substantial, both for organizations aiming to drive more pipeline and revenue through marketing efforts, and for CMOs looking to demonstrate their value to their CEOs.

If you’re ready to see what modern CMOs can do to earn the trust of their fellow executives and achieve their organizations’ growth goals, check out The B2B CMO’s Guide to Growth Marketing now.

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How to Focus Your Website on the Metrics that Matter https://6sense.com/post/how-to-focus-your-website-on-the-metrics-that-matter/ https://6sense.com/post/how-to-focus-your-website-on-the-metrics-that-matter/#respond Thu, 19 May 2022 01:42:10 +0000 https://6sense.com/?p=14468 Today’s data-driven marketer tends to measure everything – whether meaningful or not. From cost per impression (CPM) and share of voice (SOV), to cost per click (CPC), and click-through rate (CTR), if it’s got a three letter acronym, we’re tracking

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Today’s data-driven marketer tends to measure everything – whether meaningful or not.

From cost per impression (CPM) and share of voice (SOV), to cost per click (CPC), and click-through rate (CTR), if it’s got a three letter acronym, we’re tracking it.

The frustrating part? Most of these metrics were dreamt up by marketing platforms. We’re chasing a version of success defined by their tech, not what our business needs. 

These metrics might be driving traffic to your website, or maybe creating MQLs, but do either deliver on the goals your business really cares about? 

Here’s how you can ensure your main digital real estate — your website — is focused on the things that matter: prospects, pipeline, and revenue.

Your Website is Your Biggest Sales Channel

By 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. Being responsible for your website is a big deal. You’re not just the gatekeeper to your company’s brand – you’re the gatekeeper to its revenue. 

So let’s forget about vanity metrics and get back to the important questions for any digital marketer measuring your efforts:

  • What are you trying to accomplish? 
  • Which accounts do you want to reach?
  • Did anyone who clicked/liked/shared your content actually engage with your brand?
  • What, if any, was the impact on pipeline and revenue?

The answers to these questions will shift your focus from how the average visitor uses your website and instead focus closely at how your website serves buyers

Focus on Your ICP

It all starts with knowing WHO you want to target.

Which businesses are most likely to buy from you? Which accounts are more likely to create revenue? These are the people you want to drive to your site. This isn’t ABM – it’s just good marketing. Once you focus on your ICP accounts, your marketing is naturally more relevant. 

Maintain this focus. Traffic alone is meaningless – it’s about engagement with the right people, in the right accounts. Tracking web activity from your ICP will give you the true value of your activities. 

Build Your Website Experience Around the Buyer Journey

At its heart, your website should help your ideal accounts progress along their buying journey. 

Gartner’s research shows these buyers usually have to complete six distinct jobs to successfully complete a purchase. And most B2B buyers will revisit nearly every buying job at least once before they make a purchase. 

The result is a customer buying journey that resembles more of a maze than a linear path. 


Download a PDF of this chart here.

As prospects enter different stages of their buying journey, their needs change. You should create content that is specific to each stage.

Your website becomes indispensable when you provide valuable information, at the right time, for every part of the buying job. 

Experience Matters More Than Ever

You know who you want to target, and how you can move them along the buyer journey. But there’s a final piece missing – the user experience.

Eighty Percent of customers say the experiences provided by a company are as important as its products and services. With digital channels set to dominate the selling experience, your website experience must be first-class.

A static website that speaks to the broadest-possible audience is an engagement killer. Use account insights and data to provide a personalized digital experience. You can generate revenue breakthroughs by aligning messages and content with your prospect’s interests and buying stage. 

We’ve tried this approach, and it works. In the past, our website chatbot would jump the gun and immediately ask visitors to book a meeting with us. Not cool, chatbot. Now we use our knowledge of which topics people are interested in (based on first and third party intent) and where they are in the buying journey. We use this info to help visitors progress through their buying journey… or point them to a resource that will help them with a buying job. 

In just 30 days of using this approach, we saw a 118% increase in conversions.

Five Steps to Building a Buyer-Based Website

Let’s finish with some action points. Here are five ways to build a better buyer-focused website that to more revenue.

Understand Buyer Intent

What stage is your prospect in the buyer journey? What are they interested in? Understanding buyer intent allows you to shape a digital experience strategy based on the buyer’s priorities, not guesswork.

Measure Engagement 

It may seem like another vanity metric, but it’s not. Engagement is everything. It’s vital to understand which of your ideal accounts are engaging with your brand, which are increasing engagement, and which personas across the buying team are engaged (and which aren’t). 

Focus on Experience

Eighty-two percent of business buyers want the same experience they get when they make consumer purchases. They expect friction-free, meaningful experiences at every single touch point. Otherwise, they’ll simply move on to the next result in their search. Stand out in a sea of mediocre B2B websites by offering buyers tailored experiences.

Develop Content and Tools

Develop content to help your future customers complete essential buying jobs. Create content for every stage of the buyer journey, not just at the top of the funnel. This means calculators, comparison guides, and industry benchmarks. Arm prospects with all the info they need to complete their journey.

Bring People Along for the Journey 

Revenue teams work better together. Part of your job is rallying the team and communicating your vision. Get the buyer’s broader marketing and sales team on board so you can banish vanity metrics for good and focus on generating the stuff that matters – pipeline and revenue.

For more tactics on how to improve your website conversions watch our on-demand webinar, ‘Why 97% of traffic is going to waste… and how to fix it’.

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CRO Coffee Talk Takeaways: Where Do BDRs Belong? https://6sense.com/post/cro-coffee-talk-takeaways-where-do-bdrs-belong/ https://6sense.com/post/cro-coffee-talk-takeaways-where-do-bdrs-belong/#respond Wed, 18 May 2022 15:04:21 +0000 https://6sense.com/?p=14457 Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark

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Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark Ebert, 6sense’s SVP of Sales.


If you want to jumpstart a debate at the next All Hands meeting, ask leaders where the BDR function should sit in the revenue engine. In a recent session of CRO Coffee Talk, we did just that. We had a lively discussion about the virtues and pitfalls of BDR reporting lines, and we brought in data to stir the pot.

During this year’s BDR Appreciation Week, 6sense surveyed over 400 BDRs across industries and global markets to get a feel for what their job entails and how they’re thinking about the role in the future.

Here are some of the findings:

How Do They Spend Their Time?

BDRs who sit in marketing report less time prospecting into accounts than their sales BDR counterparts. This may be because there’s not tight enough alignment with their AEs in sales. Instead, marketing BDRs spend more time contacting prospects to invite them to events or spend more time on inbound lead qualification.

Where Do They Want to Report Into In the Future?

It depends on who they’re reporting into now. According to the data, 76.3% of BDRs already reporting to sales expressed they wanted to stay there. This number drops significantly when BDRs reported into marketing: only 47% of BDRs indicated they wanted to move into sales, while 43.6% wanted to stay in marketing.

Where Are They Most Effective?

The proof is in the pudding: BDRs who report into sales tend to attain quota at a higher rate, by as much as 10%. Whether or not this is due to actual better performance or just more favorable quotas, the data didn’t show. 

It might seem to the naked eye that BDRs should de facto roll into sales, but in reality it’s a little more complicated than that.

There’s No One-Size-Fits-All

The truth is, that there is no “one and only”standard for BDR reporting structures. But there are some best practices. The first step in this mildly complex issue begins with a pretty simple question: How mature is the revenue engine — and where does the organization source a majority of its leads?

Where Marketing BDRs Win

When organizations are in the very early stages of maturity and still working out their Product-Market Fit (PMF) and Ideal Customer Profile (ICP), BDRs should serve on the frontlines of preparing the market for a product or service. BDRs are the custodians to critical early inbound leads, and can flex one-to-one and one-to-few demand gen muscles behind brand activities like webinars, events, or content releases.

In the later maturity stages where organizations transition to an Account-Based Marketing (ABM) strategy to land and expand within key target accounts, BDRs once again prove their worth stewarding inbound and outbound leads from marketing to sales.

One friction point CROs singled out when BDRs report into marketing is that, to reflect the data above, BDRs’ attention can get split too unevenly between inbound and outbound leads. Put another way, the BDR team can be directed to chase two hares only to come away with none.

So how can revenue organizations balance the need to qualify and follow-up quickly on inbound leads that help marketing demonstrate ROI with outbound activities that immediately help sellers with generating opportunities?

Alas, this is one topic we’ll have to return to, but one piece of advice was clear: it’s no good splitting the BDR function between sales and marketing. The last thing you want to do is unintentionally create more division between the two teams.

When BDRs Shine In Sales

When an organization is fortunate enough to reach the stage of maturity where it’s ready to transition to an enterprise sales motion, our research suggests it’s time to consider moving the BDR team under sales.

Companies can struggle to manage and report on target acquisition when they’re making the move from quick transactional SMB sales to longer, more complicated enterprise sales cycles. Account Executives need the extra support from BDRs to help them multi-thread into accounts with several stakeholders in the buying committee. 

Tight alignment between AEs and BDRs is crucial to moving a deal over the line, but it’s not always a given. Not all AEs are trained on how to work most effectively with BDRs, which can cause frustration with young talent eager to make an impact.

When asked how to coach AEs on working more closely with the BDRs, most CROs all agreed that expectation setting has to be driven by leadership and enabled by RevOps.

Ratios matter too. If one BDR is supporting too many AEs, the efficacy of the system suffers. 

Another question that frequently arises is what’s the best AE-to-BDR ratio? The ideal scenario is somewhere between two to four AEs to every BDR. One CRO cautioned that the cost of sale should be factored into any potential grouping or hiring plans.

Enterprise deals warrant said ideal scenario of a few AEs to one BDR, but SMB teams need to have a much higher ratio in order to get the operating costs to make sense.

Don’t Forget Switzerland

To say the relationship between sales and marketing is sometimes contentious is an understatement. One of the downsides of that dynamic is that the two teams can inadvertently lose sight of other teams in the revenue engine.

Misalignment between functional go-to-market teams costs the organization precious time and actualized revenue. So when it comes to providing the best environment possible for professional growth, sometimes the best place for a BDR team may be neutral territory.

When sales and marketing teams lack organizational rigor and the ability to consistently hit their respective revenue targets, there are sizable benefits in moving BDR talent under Revenue Operations (“RevOps”).

When BDRs report into RevOps, they’re able to learn first-hand the difference between a lead vs. a contact, what the qualification process should look like, account workflows, as well as metrics and reporting.

These concepts can be difficult to internalize if a BDR is distracted by the pressure of reporting to a few AEs or doing event outreach on behalf of marketing. And once the sales and marketing teams do figure out their operating rhythm, BDRs can always be moved back underneath whichever team aligns with how the organization decides to build pipeline.

Other Considerations

Wherever the BDR function sits, it’s critical to ensure external customers and prospects aren’t adversely affected by internal process structures.

Best-in-class BDR teams all have one thing in common: the BDR leader has a tight alignment between sales, marketing, and RevOps. BDRs leaders need to be able to articulate inbound SLAs and conversions, outbound prospecting success, as well as how their team’s activities are tracking against the targets and KPIs therein.

SLAs were a particular point of discussion for the CRO community. One CRO stated that he made sure inbound leads were followed up on in a timely manner by centralizing the BDR leadership under a global function.

This structure ensured quick SLAs and that leads didn’t go cold because they were buried under a regional sales leader.

When we asked the community what an ideal SLA was, the answers were unsurprisingly all over the board. Different industries and maturity levels will have differing service-level expectations — to say nothing of the variations in importance between lead types. For example, “I want a demo” requests get priority over whitepaper downloads.

All CROs agreed there was no such thing “too fast” when following up on an inquiry.

Guidelines, Not Fault Lines

As the role of the BDR function continues to evolve and new forms of go-to-market strategy arise, the debate around the team’s reporting lines is sure to rage on.

Despite who holds budget responsibility for BDRs, the reality is that the success of this team is a shared responsibility across sales, marketing, and RevOps. Cross-functional leaders can collaborate effectively to ensure that BDR leaders and their teams are fully integrated into the activities and expectations of their respective groups.

Alignment is key. Senior leadership should be very thoughtful in how they work with BDRs to ensure mutual success (and avoid creating unnecessary divisions between teams).

When leaders view their BDR team as the organization’s up-and-coming talent pool, it can reframe the discussion away from “who gets what” to “how can we help.” And, as the data shows, those development opportunities are already top-of-mind for this eager bunch.


What do successful revenue leaders have in common? They come together every other Wednesday to our CRO Coffee Talk conversations to compare notes and build a community around best practices and cautionary tales.

If you’re the head of revenue at your organization and want to level up your game, won’t you join us?

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CMO Coffee Talk ‘Aha! Moment’: 7 Ways to Create More CFO-Friendly Marketing Budgets https://6sense.com/post/cmo-coffee-talk-aha-moment-7-ways-to-create-more-cfo-friendly-marketing-budgets/ https://6sense.com/post/cmo-coffee-talk-aha-moment-7-ways-to-create-more-cfo-friendly-marketing-budgets/#respond Wed, 18 May 2022 14:29:27 +0000 https://6sense.com/?p=14456 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


The recent tech stock pressure has many leadership teams and boardrooms scrambling to prepare for a variety of near-term scenarios. And no matter how bullish your company may be about your immediate future, budgets are sure to face increased scrutiny. 

How do you build and present budgets that are more CFO-friendly, and can stand up amidst market and “hunker down” pressure? 

Here are seven specific best practices to get there. 

1. Ask for Organizational Goals Up Front 

I can’t tell you how many times I see marketing leaders develop a plan and budget without any context for the business or division’s overall goals. Questions that should be addressed include: 

  • What are your revenue targets next year?
  • How about net-new sales, margin, customer retention, and other key business metrics?
  • How can you write a marketing plan and budget without knowing what everything is building towards? 

This step alone will help you align your priorities with those of your CFO and others. 

2. Get Sales Buy-In First 

Before taking your plan and budget to the CFO, run it by your sales counterparts. Make sure they understand how vital your plan is to helping them hit their number next year as well. 

If you can go back to the CFO together, saying jointly that these efforts are required to hit & exceed sales goals, you’re in far better shape to justify and keep what you’re asking for. 

3. Cut Unsuccessful Line Items from Last Year (and Explain Why) 

If you keep everything from last year by default, it’s far too easy to assume that you’re just doing a “land grab” for more money. Even if you had a great year, I’m sure there were initiatives that didn’t pass muster or deliver the results you had hoped. 

As a way of making your plan both more efficient and credible, cut any items that were unsuccessful. Highlight that in your plan and clarify why. This will also serve to demonstrate the rationale you likely used to justify any additions to the plan for the coming year. 

4. Organize by Business Objective (Instead of Marketing Function) 

Most marketing budgets are organized in a way that lacks clarity for the CFO. It may be easier for you and your team to manage input and areas by sorting them by your org chart or primary functions, but it’s far easier for the CFO and other members of the management team to justify your budget if it’s organized by business objective. 

This won’t work for everything, but at minimum you should be able to sort certain initiatives by sales, customer retention, etc. 

5. Project Results Wherever Possible (Revenue, Not Just Spend) 

Most marketing budgets focus entirely on costs. And even if you couch everything in terms of the overall business objectives they support, it’s far better to project precisely what results you expect from any new budget requests. Better yet, create a mini ROI calculator inside your budget so that any negative impact of cuts are clear. 

6. Make Future Expenditures Contingent On Early Success 

It’s tempting to ask for everything up front. But in today’s fast-moving markets, it’s also difficult to accurately predict what you’ll really need in the second half of next year. 

Rather than propose a firm budget for the full calendar year, identify certain line items that are contingent on early success. This can be defined as success in early marketing objectives or success in overall business performance.

Either way, this makes your “core” budget request more manageable and demonstrates that the bigger number won’t come into play unless it’s justified by performance. 

7. Tie Staff Bonuses to Sales Performance, Not Marketing Tactic Completion 

By “sales performance,” I don’t mean commissions. Most marketing teams have bonuses built into their budgets already. But in most cases, they get paid if the marketing objectives or tasks are completed no matter how sales performs. This year, consider tying marketing bonuses to broader company performance.

At minimum, tie your demand generation team’s bonus to sales opportunity growth and/or closed business. Tie the retention team’s bonus to churn reduction or growth of lifetime value. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meetup (which is just around the corner!), we’re focused on the new rules of remote and hybrid work. We’ll be joined by experts from FranklinCovey who will share what they’re seeing right now amongst the most successful and productive workplaces, and what they think might change and continue to evolve in the coming months and quarters.  You don’t want to miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership. 

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12 Psychological Principles for Super-Persuasive Sales Outreach https://6sense.com/post/12-psychological-principles-for-super-persuasive-sales-outreach/ https://6sense.com/post/12-psychological-principles-for-super-persuasive-sales-outreach/#respond Mon, 16 May 2022 12:39:07 +0000 https://6sense.com/?p=14401 For salespeople and BDRs, crafting attention-grabbing outreach is a superpower.  Sure, you might have an amazingly helpful AI email assistant, plus a trusty AI wingman to uncover demand, identify accounts, and tell you when to reach out. But it’s still

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For salespeople and BDRs, crafting attention-grabbing outreach is a superpower. 

Sure, you might have an amazingly helpful AI email assistant, plus a trusty AI wingman to uncover demand, identify accounts, and tell you when to reach out. But it’s still on you to hook your prospect’s attention.

Sometimes a pragmatic approach and hard-nosed facts get the job done. But ultimately, you’re dealing with people – and people aren’t always logical. Our innate biases mean we often make decisions without really knowing why.

Once you understand the psychology behind these biases, you can use them to tap into your prospect’s underlying emotional drivers. Try these 12 persuasive principles to craft outrageously convincing outreach.

1. Loss Aversion

We’re more worried about missing out than we are about gaining something. You can tap into loss aversion, or FOMO, to grab your prospect’s attention.

Are they tired of losing out to competitors? Can you show them the value they’re missing out on by not using your product? 

We use this principle at 6sense by revealing the accounts searching for our prospect’s keywords or competitors. No one likes to see business that’s passing them by. 

2. Specific Numbers Are More Believable

Your prospects are less likely to trust round numbers. The simple reason? They look made up. 

So don’t say We help 500+ businesses. Say 528 and counting. Don’t round off numbers or decimal points – share the raw data to build credibility and trust. 

3. Serial Position Effect

Bullet points and lists are always useful to break up emails and summarize key benefits or actions. But maybe it’s time you put more thought into your lists. 

The serial position effect means it’s easier to recall the first and last items on a list. So remember to place the most valuable information at the start and end of your lists. 

4. Social Proof

Next, one of Robert B. Cialdini’s renowned six weapons of influence: social proof. 

If we don’t know how to act, we take our cue from those around us. It’s also known as the bandwagon effect.

When we say sales teams at top companies like Sage, Showpad, and Zendesk use 6sense, you’re more likely to want to see what all the fuss is about. So fill your outreach with customer quotes, results, or simply name-drop relevant customers.

5. Social Proof, Supercharged

Social proof works. But it’s even better when it’s specific.

We used this effect in a recent email to better industry average open rates by 64.6% and click rates by 79%. 

How? We told EMEA-based AEs they’d see how an Enterprise AE from Salesloft crushed quota by 415% and got voted the UK’s #1 sales rep last year. (You can find out for yourself by watching the on-demand session here.)

Specific examples spark greater interest by using people’s natural affiliation with those they see as part of their “tribe.”

6. Status Quo Bias

We’re resistant to change. That’s why change management plays a huge part in the success of any technology implementation. 

You have to demonstrate why your prospect needs to change, and why now. Show them the risks if they stand still, alongside the wins of businesses already taking action.

Back up your narrative with numbers – whether that’s through the likes of a value calculator, customer stories, or relevant stats.

7. The Barnum Effect

Personalized outreach performs 4x better. But when you’re personalizing at scale, you don’t have the luxury of tailoring every word for every email.

Thankfully, the Barnum effect means you don’t have to. This principle says we’re drawn to statements that feel personal, even when they could apply to anyone. It’s the reason people believe in horoscopes, or think Netflix suggestions and Spotify playlists are truly unique to them.

It’s not an excuse to send out generic outreach. Your emails should be tailored enough upfront to feel personal. But it does mean being smart with pre-prepared snippets for personas – around say pain points, or goals. They save you time and get the same result in your outreach. 

8. Choice Paradox

When you’re trying to be accommodating, you can end up offering your prospect multiple choices. But, just like when you’re confronted with an encyclopedic menu at a restaurant, too much choice is overwhelming. It leads to inaction. 

So simplify things for your prospect. Make the action clear, and keep choices down to a minimum.

9. Framing

Your product or offer might be the same, but the way you frame it will change people’s perception. Imagine you’re about to have a surgery – you’d rather hear about the 9 in 10 people who survive, not the 1 in 10 who don’t. 

It’s worth testing the framing effect in your outreach. For example, does your product cost $1,000 for three months, or do prospects get a month free and the following two months for $500 each? Try different ways of framing to create the most compelling offer. 

10. Anchoring

Ever wonder why TVs are often displayed at the front of an electronics store? It’s down to anchoring.

The first thing we see anchors our expectations. So seeing big-ticket items first makes everything else seem like a good value. Anchoring is particularly important when pricing, so be purposeful whenever you’re sharing price points. 

11. Authority Bias

We tend to trust authority figures in our field.

Building authority relies on demonstrating your professional credentials and expertise. You can do this with your own knowledge, but you can also earn authority through trusted third parties. 

In B2B, this is where the analysts come to play. For instance, we’re never shy to reference Forrester naming us a leader, and giving us the highest score possible in the strategy category in their 2022 ABM Wave report. Use third parties to boost your authority.

12. Reciprocation

Let’s finish with another principle from the OG of influence, Robert B. Cialdini. 

Reciprocation. People like to return favors. 

In 1974, sociologist Phillip Kunz sent 600 Christmas cards to total strangers. He got over 200 cards in return, all because we’re conditioned to follow the rule of give and take.

So be generous with your knowledge and time, share great content, and send a gift or two. Your prospect is more likely to give you their attention in return.

Put these psychological principles into action by combining them with our tips for crafting outstanding sales writing.

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The Rise of B2B … and How You Can Benefit From It https://6sense.com/post/the-rise-of-b2b-and-how-you-can-benefit-from-it/ https://6sense.com/post/the-rise-of-b2b-and-how-you-can-benefit-from-it/#respond Mon, 16 May 2022 12:27:29 +0000 https://6sense.com/?p=14399 Six times in the last eight years, the vaunted FutureBrand Index has taken the companies with the 100 largest global market caps and reordered them based on something more abstract: positive public perception.  The latest list, published in 2021, took

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Six times in the last eight years, the vaunted FutureBrand Index has taken the companies with the 100 largest global market caps and reordered them based on something more abstract: positive public perception. 

The latest list, published in 2021, took many by surprise. Notice the difference between the four most favorite brands now versus five years ago?:

2016 FutureBrand

  1. Apple
  2. Microsoft
  3. Samsung
  4. Disney

2021 FutureBrand

  1. ASML
  2. Apple
  3. Prousus 
  4. Danaher

It’s right there in black and white: B2B brands have eclipsed consumer brands. They’ve gone from stodgy to sturdy to shiny in a world that’s been altered significantly by:

  • The need for more at-home connectivity 
  • The shift from brick-and-mortar to ecommerce
  • A global pandemic and accompanying hold-your-breath economy that puts more focus on healthcare, pharma, tech, and financial services
  • Mounting natural disasters reliant on advances in infrastructure, tech, and energy 
  • A re-appreciated supply chain and shortage of valuable raw materials 

B2B as Change Agents

FutureBrand’s survey methodology drills into 18 different indicators, including a brand’s:

  • Story
  • Personality
  • Trust
  • Mission
  • Inspiration
  • Indispensability
  • Resource stewardship

Stir these and other factors into the above list of world changes and you’ve got a trendline that reveals many of our new favorite brands support the totality of our existence, well-being, and quality of life. B2B brands and their ability to innovate and drive change for good at scale excels here, and has thrust them from behind-the-scenes roles to center stage.

What Now? Responding to the Attention

If peripherally affected individuals (FutureBrand says its survey panel consists of broadly informed professionals) are taking more interest in your B2B business, it can be reasonably assumed that your direct business customers and stakeholders are, too.

Heightened interest creates a heightened need to listen to, understand, and communicate with those (often plentiful and diverse) audiences. It also means fundamentally helping them with useful tools and data that beneficially intersect your solutions and expertise with their needs and pain points.

According to a recent survey from reputation management firm Edelman, 72% of B2B executives say it’s now critical to increase communications with customers about expertise around their own customers, and how they can help them protect or grow sales.

Saying many things in many places in a timely way while maintaining brand consistency isn’t easy. But an ABX approach, especially one that leverages advanced machine learning and AI, can save the day.

The ability to orchestrate on-brand, on-message digital experiences across every channel is groundbreaking. It simply couldn’t have happened all that long ago and it’s here just in time as focus turns to B2B.

What’s especially important is that B2B leaders who harness these resources put themselves in position to:

  • Expose levels of value that customers might not otherwise see
  • Make relevant improvements to the way they work and the services they offer
  • Spark important new thoughts and ideas
  • Seamlessly connect the dots between their knowledge sharing and communications on the one hand and their sales activities on the other

Conclusion

The world is “liking” B2B brands for their ability to be platforms of positive change in our daily lives. However, this ascent means that certain organizations that may be used to being out of the limelight now need to better read the room, lead thoughtfully, and more deftly connect the contributions they have to offer to corresponding interest levels.

Since  B2B buyers are not a monolith but instead a patchwork of companies, industries, and perspectives, digitally driven ABX technologies can be a ticket to sustained reputations and further success.

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The Nuts & Bolts: Writing Tips for Sales Reps and BDRs https://6sense.com/post/the-nuts-bolts-writing-tips-for-sales-reps-and-bdrs/ https://6sense.com/post/the-nuts-bolts-writing-tips-for-sales-reps-and-bdrs/#respond Mon, 16 May 2022 12:16:21 +0000 https://6sense.com/?p=14397 This post is for all the BDRs and sales reps out there. When you thought about getting into the sales profession, writing probably wasn’t the first must-have skill that sprang to mind. But now you know that salespeople and BDRs

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This post is for all the BDRs and sales reps out there.

When you thought about getting into the sales profession, writing probably wasn’t the first must-have skill that sprang to mind.

But now you know that salespeople and BDRs write every single day. And you’re not writing to just anyone. You’re targeting the most important people to your business – prospects and customers. So whether it’s an InMail, email, or proposal, the way reps and BDRs write matters.

Today, AI can do some of the legwork by giving salesfolk a deep understanding of their prospects. But let’s level-set for you BDRs and reps: Your writing’s gotta be clear, convincing, and concise to close deals.

Here are some brass-tacks practical tips to follow for crafting standout sales writing every day.

Getting Started

Don’t let that blank document intimidate you. Your first draft of anything is never perfect – that’s what editing’s for. Right now, your mission is to simply lay the foundations for your piece.

Make a Plan

Without a plan, your writing will lack direction. Make the time to proactively work out what you’re trying to say and get your main points down as simply as possible. Try hand-writing or typing some bullet points to get the juices flowing. Now you have a basic outline to work from.  

Picture Your Reader

According to our friends at Salesloft, positive email reply rates increase 4x when an email is personalized.

So before you write, imagine your reader. Again, take a few minutes to simply think about how to approach them:

  • Who are they?
  • What are they interested in?
  • What’s keeping them up at night?
  • And how can you help them? 

If you use 6sense, there’s no need to guess. Check your account in Salesforce and you’ll see the account information and keywords you need to personalize your message. You can see how our BDRs do this here. (We offer seamless CRM integrations for Microsoft Dynamics and HubSpot, too.)

Considering your reader’s needs is often the difference between crafting an email that makes them shrug and delete — or nod in agreement and reply for more info. 

What’s Your Goal?

Usually you want the reader to take an action. Make it clear what you want them to do. Do you want a call, a coffee, or your prospect to sign on the dotted line? Make your calls to action as explicit as possible. 

Start with your end goal in mind to keep your copy relevant and focused.

Make Your Writing Memorable

Despite what you were taught at school, good writing isn’t about fussy rules and overblown language. It’s about making an impact, quickly. The simpler your writing, the smarter you sound. 

Here’s how to make your writing both easy to read, and memorable. 

Write the Way You’d Talk to Your Reader 

Remember you’re writing to a person, not a business. 

David Ogilvy, the famous copywriter, advised, “Write the way you talk. Naturally.” He wasn’t suggesting that you fill your writing with ums, ahs, and disjointed sentences. He meant using the kind of words you’d say in a natural conversation with your reader. 

This helps you strike the right tone and makes your writing more personable. 

Normal Words > Formal Words

Standing out in the business world is surprisingly simple: Use normal language in place of tired metaphors, clichés, jargon, and “business speak.” 

The easiest way to do this is to swap formal words for normal ones:

  • Utilize – Use 
  • Assist – Help
  • Enable – Let 
  • Require – Need 
  • Attain – Get, hit
  • Objectives – Goals
  • As a consequence – Because
  • In the event that – If
  • Commence – Start

Using this approach, a stuffy phrase such as “Commence initiatives to attain revenue objectives” becomes the more accessible, understandable, and actionable “Start programs to hit your targets.”

What’s In It for Them?

Have you ever been cornered at a party by someone who constantly talks about themselves? Don’t be that person in your emails. Focus on your reader. Always ask yourself, What’s in it for them?

There’s an easy way to make sure your writing isn’t too self-absorbed. Always use more you, your, or you’re and a lot less I, we, or me.  

Get to the Point 

Your prospect doesn’t have time to wade through masses of text. Keep your writing succinct. Some tips:

  • A short word will do the job just as well, if not better, than a long one.
  • If a word or phrase doesn’t add anything to your text, cut it.
  • Generally, use short sentences and short paragraphs.

6sense users can leverage our keyword and account insights to briskly research and understand a buyer’s unique needs. This makes it practically effortless to succinctly address their needs in emails.

Structure for Skimmers

B2B professionals don’t read their emails anymore. Not with any depth, anyway. These days, people skim words they consume on a screen.

Keep your paragraphs tight. Like, super-tight. Here are a few examples to improve the readability of your text: 

  • Break up text with subheads to signpost important messages to skimmers.
  • Don’t be afraid of white space.
  • Use numbered lists, bullet points, and indentations where appropriate.
  • Use images, tables, and examples to demonstrate your point.
  • Embolden or italicize bits you want to stand out, but don’t overdo it.

Rules Worth Forgetting

Breaking rigid grammatical and writely  rules is fine if it makes your writing better, or easier to understand. Here are a couple of rules worth forgetting:

  • Never use a conjunction at the start of a sentence: Using conjunctions like And, But, So, If and Because at the start of sentences makes it easier to split long sentences. This creates more succinct, conversational writing. 
  • Do not use contractions: Contractions aren’t all bad. In fact they’re not bad at all. They mimic everyday speech, create a friendly flow to your copy, and make your writing easier to read.

The Finishing Touches: Edit Liberally 

Remember, your first draft of anything is never perfect. A quick edit makes a world of difference to your writing. Before you send that email, run down this editing checklist.

Is it Clear?

  • Take some time away from your work (even just a coffee break) and come at it with a fresh perspective. 
  • Indulge your urge to read it over in one go, this gives you a feel for flow. Read it out loud, too.
  • Kill your “writer’s ego.” Ask how each line or section of writing helps your reader. If it’s not adding any value, cut it. 

Is it Targeted?

  • Does it address the right audience, and give the reader a reason to read on?
  • Are points backed up by evidence? (Such as stats, videos, quotes, etc.)
  • Is there a clear takeaway or call to action?

Is it Accurate?

  • Is it written in plain English and structured in a way that’s easy to read?
  • Cut unnecessary words and change passive sentences.
  • Check for spelling and grammatical errors.
  • Finally, if it’s important, run it by someone you trust.

Smooth Writing = More Sales

In an era where even a hint of spam leaves prospects cold, your writing has a huge bearing on your success. 

Sure, AI removes the guesswork and gives you a better understanding of your prospect. But it’s down to you to use that information to spark interest, build trust, and incite action. Ultimately, the more impactful your writing, the stronger your sales game will be.

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5 Biggest Challenges AI-Powered Emails Can Solve for B2B Revenue Teams https://6sense.com/post/5-biggest-challenges-ai-powered-emails-can-solve-for-b2b-revenue-teams/ https://6sense.com/post/5-biggest-challenges-ai-powered-emails-can-solve-for-b2b-revenue-teams/#respond Mon, 16 May 2022 12:06:05 +0000 https://6sense.com/?p=14395 B2B revenue teams are under constant pressure to deliver more leads and conversions with limited resources. AI-powered email marketing automation can help by taking on some of the tedious and time-consuming tasks that bog down sales representatives, enabling you to

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B2B revenue teams are under constant pressure to deliver more leads and conversions with limited resources. AI-powered email marketing automation can help by taking on some of the tedious and time-consuming tasks that bog down sales representatives, enabling you to focus on high-value sales prospects.

Here are five of the biggest challenges AI-powered email marketing automation can help revenue teams solve:

1. Segmentation & List Management

Segmented email campaigns register 50% higher CTRs than untargeted campaigns. However, manually segmenting your email list and keeping track of customer interactions is a time-consuming and tedious task. It can quickly become unmanageable as your list size grows. 

AI-powered email marketing automation tools can take on this challenge by automatically segmenting your list based on customer behavior, interests, and demographics. AI can also help you keep track of customer interactions and automatically update your segments in real time. 

Since AI-powered segmentation leverages customer data, it’s also more accurate than manual segmentation, which often relies on hunches and guesswork.

2. Content Creation & Personalization

Addressing your audience by name, referencing their specific pain points, and tailoring your content to their interests increases open rates and CTRs by up to 35%, resulting in deeper engagement and more sales opportunities.

But content personalization should involve more than inserting %FIRST NAME%, %COMPANY NAME% into an email template, and addressing a generic pain point. To drive the best results, your emails should be tailored to your prospect’s stage in the buying process, their recent online research, and their interactions with your website and marketing campaigns. 

Delivering that type of personalization at scale is nearly impossible without the help of AI. AI can analyze the latest data about each customer and deliver content that is tailored to their specific needs.

3. Email Delivery & Subject Line Optimization

The best email content in the world is meaningless if the recipient never opens the message. If you search Google for “best time to send an email,” you’ll see hundreds of pieces of advice about which time and day of the week give you the best odds of recipients opening your email. Unfortunately, the advice is based on averages —not on the individual behavior of your contacts.

AI can look at the interaction habits of individual contacts and determine when each specific contact is most likely to open and respond to your email.

The same basic concept also holds for subject lines. Your subject line can determine victory or failure in the blink of an eye. Either you earn attention, or your message goes straight to Trash. But not every contact is going to respond the same way to the same subject line. 

AI can craft subject lines that are written for each specific contact, and learn which messages they read. It then tracks engagement so it can improve and optimize over time. You probably already study your campaign open rates and work to improve subject lines. AI can do this on a contact-by-contact basis.  

4. Campaign Monitoring & Insights

AI-powered email platforms can provide valuable insights to both the marketing and sales teams. 

AI-powered analytics help you identify trends and patterns in customer behavior. 

For marketers, these insights can help you quickly A/B test new campaign tactics to drive pipeline growth.

For sales representatives, AI can deliver granular insights into which accounts are becoming more engaged with content, and which topics have their interest. Once an account qualifies for outreach, you’ll be armed with great talking points.

5. Lead Nurturing & Sales Cycle Shortening

B2B sales cycles are long. When customers are investing in a complex service or product for their business, they do a ton of research. Your emails should enable as much of this research as possible — and make it easy for customers to connect with a sales rep when they are ready. 

By providing specific content that is tailored to the needs of individual customers, AI can help speed up the research process. And better-informed prospects become closed deals much faster. 

Let 6sense Help You Unleash the Power of AI in Your Email Marketing

6sense is the leading AI-powered revenue platform that combines the power of account-based marketing (ABM) with pipeline analytics and real-time outreach recommendations for sales reps. By using AI to focus efforts on in-market accounts, 6sense helps clients increase sales opportunities, improve closed rates, boost pipeline velocity, and generate higher average deal sizes. 

Schedule a demo today to see how 6sense can help you grow revenue — and empower your entire revenue team — by incorporating AI into your efforts.

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6sense Helps SYKES Strengthen Revenue Team Collaboration and Improve Conversion Rates https://6sense.com/post/sykes-improves-conversion-rates-closed-wons-and-upsell-opportunities-with-6sense/ https://6sense.com/post/sykes-improves-conversion-rates-closed-wons-and-upsell-opportunities-with-6sense/#respond Thu, 12 May 2022 17:36:47 +0000 https://6sense.com/?p=14379 SYKES Enterprises, Inc., is a leading provider of customer experience and business process outsourcing.  As a large, multifaceted organization with more than 65,000 employees in 66 locations worldwide, SYKES must be highly strategic about collaboration, goal setting, and accountability across

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SYKES Enterprises, Inc., is a leading provider of customer experience and business process outsourcing. 

As a large, multifaceted organization with more than 65,000 employees in 66 locations worldwide, SYKES must be highly strategic about collaboration, goal setting, and accountability across the board — especially on the revenue team.

Using 6sense to help sales and marketing’s coordination, SYKES has:

  • Strengthened collaboration and transparency across the teams
  • Improved conversion rates
  • Increased closed-wons
  • Discovered hidden upsell opportunities

The Challenge

SYKES’ revenue team was already efficient and effective, but it wanted to further align on priorities between sales and marketing. To do that, the company needed insights and data to identify the best-fit accounts that were most likely to buy. And they needed a way to share that information with the entire revenue team in an easily digestible, snapshot view.

To provide that clarity, SYKES worked with 6sense to implement a custom dashboard that made it easy for sales development representatives (SDRs) and business development executives (BDEs) to start their days with a clear understanding of which accounts were ripe for engagement.

This dashboard helped SDRs and BDEs plan their outreach, their pipeline, and their opportunities — enabling them to be proactive and strategic in how they spend their time. 

The Benefits

Now BDEs focus on accounts that are in the Decision and Purchase stages, as identified by 6sense. By leveraging 6sense’s deep insights into each account, SYKES’ teams conduct research, plan their cadences, and engage accounts in the most relevant and timely way possible.

SYKES gained another benefit from 6sense’s account-level snapshot view: the ability to see which accounts were likely to be interested in other SYKES solutions. This greatly informs and improved its  customer success efforts.

Since SYKES’ salespeople use 6sense’s data to understand their customers’ behavior and engagement — as well as any interest customers might be showing in SKYES’ competitors — they have better understanding of where to start upsell conversations … and how to accelerate sales conversations. 

6sense also transformed marketing’s approach to campaigns. When considering a campaign idea, SYKES’ marketers now use 6sense insights to decide whether and how to approach it. 

They examine accounts’ keyword research, buying behavior, and more to create the most effective campaigns possible. 

The Results

SYKES’ SDRs, BDEs and sales team are thrilled by the results they’ve seen since implementing 6sense. The prioritization, insights, and account alerts are helping them start conversations with the right customers at the right time. 

And the results are clear: “We have the data and opportunities to show that the platform has contributed to closed-wons, continued opportunities, and RFP insights,” says Missi Carmen, SYKES’ Director of Global Marketing and Digital Strategy.

And equally important, 6sense contributed to the all-important collaboration and transparency SYKES was seeking across its revenue team.

Marketing now has a clearer picture of how the sales team functions day to day, what conversations they’re getting ready to have, and what support they can use to achieve the most success. 

And by shining a light on how marketing’s efforts are contributing to closed deals, 6sense helps reinforce the trust and partnership between the two teams.

“We’re using 6sense reports to tell the whole story of how marketing and sales move the needle together,” Carmen says.

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6sense Earns 2022 Top Rated Awards from TrustRadius https://6sense.com/post/6sense-earns-2022-top-rated-awards-from-trustradius/ https://6sense.com/post/6sense-earns-2022-top-rated-awards-from-trustradius/#respond Thu, 12 May 2022 15:43:58 +0000 https://6sense.com/?p=14375 6sense, the leading platform for B2B organizations generating predictable revenue, today announced that TrustRadius has recognized it as a 2022 Top Rated Awards recipient. 6sense has won in three categories that include Account-Based Marketing, Sales Intelligence, and Intent Data. With

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6sense, the leading platform for B2B organizations generating predictable revenue, today announced that TrustRadius has recognized it as a 2022 Top Rated Awards recipient. 6sense has won in three categories that include Account-Based Marketing, Sales Intelligence, and Intent Data.

With a trScore of 8.5 out of 10 and 46 verified customer reviews, 6sense is recognized by the TrustRadius community as a valuable player in the Account-Based Marketing, Sales Intelligence, and Intent Data software categories. 

“This recognition from TrustRadius and our customers is meaningful because it reflects our commitment to innovate and execute against our vision to transform how revenue teams work,” said Viral Bajaria, 6sense CTO and Co-founder. “Customers can expect our team to continue to double down on our investments in people and technology to help them leverage the power of AI across the entire buyers’ journey to provide a differentiated experience and produce the kind of pipeline that converts to revenue. Revenue teams aligned around insight-driven decisions not only better prioritize time and resources, but they also realize phenomenal outcomes.”

Since 2016, the TrustRadius Top Rated Awards have become the B2B’s industry standard for unbiased recognition of technology products. Based entirely on customer feedback, they have never been influenced by opinion or status as a TrustRadius customer. 

Hear from verified users on how much they value 6sense: 

6sense is proud that customers see real value in 6sense Revenue AI and share their experience with their peers through the TrustRadius platform.

Learn more: 

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How Manufacturers Can Break Down Data Silos for Operational Excellence https://6sense.com/post/how-manufacturers-can-break-down-data-silos-for-operational-excellence/ https://6sense.com/post/how-manufacturers-can-break-down-data-silos-for-operational-excellence/#respond Thu, 12 May 2022 01:14:04 +0000 https://6sense.com/?p=14372 A noteworthy Deloitte study of top manufacturers found that one-third of those company’s leaders say organizational silos are a top challenge for their companies.  They’re viewed as a top challenge for good reason. Siloed departments cause delays, operational inefficiencies, and

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A noteworthy Deloitte study of top manufacturers found that one-third of those company’s leaders say organizational silos are a top challenge for their companies. 

They’re viewed as a top challenge for good reason. Siloed departments cause delays, operational inefficiencies, and stagnated growth. When departments within manufacturing organizations are siloed, they fail to:

  • Communicate effectively
  • Share important information quickly, or
  • Work together toward the same goal

When all of these factors are working against your organization you will see reduced productivity, wasted time on unnecessary work, and missed revenue targets.  

How Silos Form

Silos form when data is not freely moving within your entire organization — whether it’s data about customers, prospects, operations, project statuses, or anything else. 

When the marketing team references one data source and the sales team cites another, silos are being created. Or, maybe your teams use the same technology, but since there’s not a single “owner” of the project, users input data in their own ways, create their own reports, and configure settings without oversight. 

There are numerous ways silos can form within a manufacturing company:

  • Departments are spread across geographic locations
  • New acquisitions add duplicative systems 
  • Technologies have inconsistent data processes 

Gladys Alegre-Kimura, Head of Marketing Operations at Aruba, recently described the lack of visibility caused by silos as “swivel chair management.” “When you’re looking at [your data], you can’t get a sense of everything because you don’t have a single pane of glass view,” she explained. 

Silos mean each key stakeholder is on a different page when it comes to sales and marketing motions, creating friction for buying teams and lost revenue moments.

When silos form, errors compound… which increases misalignment and decreases performance. Unreliable data can lead to incorrect forecasting and reporting. This is because the revenue team is selling without the complete customer picture.

The good news is that silos are able to be overcome. You can break down silos and see huge benefits by:

  • Establish agreed-upon data processes that your sales and marketing team can rally behind
  • Integrate critical systems like CRMs or MAPs through an account-based marketing platform 
  • Consolidate duplicative systems to reduce system complexity and overlap

When you start to implement changes that strive for those goals, data is reliable, your silos will break down, and your teams will achieve higher operational efficiency.

Utilize a Lean, Mean Tech Stack to Overcome Data Silos

A manufacturer’s tech stack should be well thought out, implemented smartly, and enable easy integration to avoid the pitfalls associated with data silos.

If the marketing team uses a Marketing Automation Platform (MAP) to send emails to prospects, but the sales team isn’t updating their CRM regularly, that’s a huge disconnect that can hurt revenue.

Siloed departments and data make it less likely that manufacturers will realize the full value of the technology they employ, according to the Deloitte report. 

“In terms of results, executives whose organizations struggle with silos were less likely to say their technology investments have achieved or exceeded their intended business outcomes,” the report said.

When you use a platform that can be used by sales, marketing, and operations to achieve their own goals — as well as broader organizational goals — silos will naturally start to dissolve. 

Understand Market Trends to Bypass Data Silos

Silos easily form when your different teams aren’t aligned on market trends or what customers actually want to buy. 

Different teams track customer information, changing market factors, and sales statistics. When that data is siloed, different conclusions will be drawn — and different (aka misaligned) strategies are implemented.

The right technology helps uncover the signals your buyers are giving off: what they’re interested in buying, and when they want to buy. 

These signals are created by detecting, collecting, and analyzing the following:

  • Historical data about your industry and your company’s past deals
  • The research they’re performing on your offerings
  • The research they’re doing on your competitor’s products
  • The  industry publications and news they’re reading

When this data is gathered and stored in a central location, it reduces the formation of data silos. Different departments can leverage the same data knowing that it’s accurate, and can begin working towards the same goals.

Focus on ‘Everything Revenue’

Data silos make it difficult to create unified goals, for a revenue team. Marketing is concerned with driving leads that are thrown over the wall, sales works those leads without any knowledge of prior engagement, and operations is forecasting without true understanding of buyer’s real intent. 

These are worthwhile goals but in the end, every business strives to do one thing: create revenue. When silos form, they make it difficult to gain full-visibility into the health of the business because data is disconnected and it becomes nearly impossible to tell a complete story.

With technology that uncovers buying intent, identifies your ideal customers, and helps you forecast more accurately, your teams can:

  • Build cross-functional campaigns
  • Align on which accounts to target strategically
  • Have a clear understanding of their impact on the bottom line
  • Nurture accounts through the entire buying cycle with a single source of truth 

Conclusion

Manufacturers can face silos within their businesses for many different reasons, but whenever they exist they impede efficiency and overall growth. To break down those silos, you should leverage technology that uncovers hidden buying signals and helps everyone laser-focus on the same goal: growing revenue.

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How to Boost B2B Marketing and Sales Performance Across Every Channel https://6sense.com/post/how-to-boost-b2b-marketing-and-sales-performance-across-every-channel/ https://6sense.com/post/how-to-boost-b2b-marketing-and-sales-performance-across-every-channel/#respond Thu, 12 May 2022 01:05:24 +0000 https://6sense.com/?p=14370 In the world of B2B sales and marketing, finding any edge or improvement can be the difference between hitting revenue goals and missing your target.  That means your teams must work smarter to increase their overall efficiency while sidestepping the

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In the world of B2B sales and marketing, finding any edge or improvement can be the difference between hitting revenue goals and missing your target. 

That means your teams must work smarter to increase their overall efficiency while sidestepping the wasted time and money spent hunting down cold leads, prospects with no fit, or buyers that aren’t in-market. And accomplishing that requires the right tools and processes.

By improving your existing processes and efforts to boost overall efficiency, you can boost performance across your revenue team, including key areas such as:

  • Digital advertising campaigns
  • Your company’s website
  • Prospecting processes

Let’s take a closer look.

Advertising Campaigns

Display advertising is one of the most popular channels for reaching buyers. In fact, the total spend on advertising reached $108.3 billion dollars in 2021.

With that much money competing to reach the eyeballs of buyers, engagement numbers are extremely low for display advertising. The average click-through rate for a Google ad is a measly 3.17%.

This low engagement often means advertising campaigns can quickly become one of your costliest activities if you’re not absolutely precise with your targeting. That’s like dumping money down a bottomless pit and seeing little (or no) return on investment.

Boosting your advertising efforts requires amplifying your messages with cost-effective, hyper-targeted campaigns

Here’s how you can your ad campaigns’ performance:

  • Know your buyers: Understand the research they’re performing, what topics interest them, and the channels they use most. This data often includes the keywords they search most, the third-party review sites they trust, and the industry associations they’re members of — and it often lives in what we call the Dark Funnel™, requiring special technologies to detect, collect and analyze.
  • Deliver the right message: Craft your copy to fit the exact needs of your target audience. Some resonant examples might include an ebook for personas interested in a specific topic, or a free trial for buyers further along in the buyer’s journey, or a combination of both.
  • Strike when the iron is hot: Only target the accounts you know are in-market and will be receptive to your messaging. This empowers your team to focus only on the buyers you know are interested and ready-to-buy while bypassing lukewarm leads, prospects without budget, and accounts that actually aren’t a fit for your services.. 

Personalized Web Experiences

These days, B2B buyers expect — and even demand — personalized engagement. In fact, eight in 10 buyers prefer personalized buying experiences.

If your website’s content is static and speaks to the broadest-possible audience — meaning it doesn’t deliver a personalized user experience based on a visitor’s demographics — then it probably won’t move the needle and convince the visitor you understand their specific needs.

Leveraging technology to personalize your website empowers your teams to instantly present a unique experience with personalized content modules, images, copy, and offers based on a visitor’s persona, title, industry, or other attributes. 

Delivering a comprehensively bespoke user experience can be a lot of work … but not when you start with modest goals and scope, and build on your efforts over time. Start by focusing on your highest priority audiences and serve them highly-targeted offers and messaging.

Scaling these efforts doesn’t require a huge lift, it just requires technology that empowers you to create dynamic audiences, continually enriches your data, and notifies you when buyers are in-market.

Proactive Prospecting

Over 40% of sellers say that prospecting is the hardest part of their job. Many believe too much time and money is wasted on crafting perfect messages for the wrong audiences, or scrolling through LinkedIn searches for certain titles.

Your sellers should focus their efforts exclusively on prospects that are interested in hearing from them — that is, the buyers who fit your ideal customer profile (ICP) and are currently in-market for your solution. 

In contrast, 60% of buyers only want to speak with sellers during the Consideration stage. It’s your job to ensure you know when they’ve entered that stage and want to begin a conversation.

Here’s how you can boost your prospecting efforts with the right technology:

  • AI-powered insights: Leverage historical data to understand what your typical buyer looks like.
  • Uncover hidden demand: As we mentioned, most of a buyer’s journey occurs within the Dark Funnel™. Uncovering those activities gives you a clearer picture of your buyer.
  • Dynamic segmentation: Create dynamic audiences based on real-time activities that will notify your sellers when an ideal buyer is ready to have a conversation.

With those powerful tools in their corner, your sellers can stop wasting time looking in the wrong places for their next buyer. Instead, it becomes clear who is your top next top priority.

Conclusion

Improving your GTM efforts even a tiny amount can lead to huge benefits down the road. Reducing costs and improving the efficiency of your activities should be the goal for any business to help drive revenue.

The good news is that it’s easy to boost your efforts without starting from scratch. Leveraging an AI-powered platform can help your team improver advertising campaigns, launch personalized content on your website, and improve the prospecting process for your sellers.

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CMO Coffee Talk ‘Aha! Moment’: How Earned Growth Drives Efficient, Scalable Growth https://6sense.com/post/cmo-coffee-talk-aha-moment-how-earned-growth-drives-efficient-scalable-growth/ https://6sense.com/post/cmo-coffee-talk-aha-moment-how-earned-growth-drives-efficient-scalable-growth/#respond Thu, 12 May 2022 00:58:55 +0000 https://6sense.com/?p=14369 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


When Fred Reichheld wrote The Ultimate Question in 2006, helped create a revolution in how companies measured and managed customer satisfaction. With one question and metric called the NetPromoter Score, his methodology became a go-to measurement for driving not only customer satisfaction but also sales, customer renewal, and customer lifetime value growth. 

Last Friday at our CMO Coffee Talk, Fred joined us live to talk about his new book Winning on Purpose and the introduction of his Earned Growth metric and methodology.

Leading vs. Lagging Indicators 

While easy to capture, the NetPromoter question has often left companies feeling as if something is missing. Too often, companies successfully capture NetPromoter scores but fail to act on their implications, while also failing to leverage the verbatims (i.e. via the follow-up question, What could we have done to earn a higher score?) to impact everything from customer service to product strategy, brand, and more. 

Fred also lamented how many times NetPromoter has been “gamed” by companies and individuals alike, virtually wrecking its ability to predict, measure, and impact true customer success and satisfaction.

Have you ever had someone tell you they’ll get in trouble if you don’t rate them a 10? Or otherwise strongly suggest which score to give them?

How’s that capture info at all helpful? 

Further, although NetPromoter can be a successful focusing mechanism, it’s still a lagging indicator. You can make adjustments, but what about a metric that helps you predict future performance? 

Introducing Earned Growth 

When your existing customers and fans directly drive new business and revenue, it’s earned growth. You didn’t have to buy that lead. You earned it through the reputation, word-of-mouth, previous success, and referrals you generate through delighted customers. 

Fred applies a fairly wide definition to what can be included in earned growth. It’s not just customers coming back for more, and isn’t just direct referrals. 

He recommends that companies ask right after customers sign, and/or as a first step during onboarding, “What’s the primary reason you bought from us today?” 

If they reference an advertisement or marketing effort, that’s bought growth. If they mention your reputation or brand, if they mention someone else who told them to check you out, if they were a user at a past client and wanted to bring you on at their new company– those all count as earned growth. 

Combined together, NetPromoter and Earned Growth can be a powerful leading + lagging indicator tandem that measures customer satisfaction and predicts future revenue performance and efficiency. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meetup (which is just around the corner!), we’re focused on pricing strategies. Who should own pricing and packaging? Which inputs should be considered which should be avoided? Why is the pricing expert adamantly anti-freemium? You don’t want to miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership.

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Revenue-Driven Marketing Strategies for Times of Crisis https://6sense.com/post/sharing-revenue-driven-marketing-strategies-for-times-of-crisis/ https://6sense.com/post/sharing-revenue-driven-marketing-strategies-for-times-of-crisis/#respond Wed, 11 May 2022 14:39:35 +0000 https://6sense.com/?p=14347 Even during turbulent times, predictable revenue growth is still the highest priority for CMOs and marketing leaders. This means B2B marketers must shift their strategies to meet these expectations and cope with a rapidly changing business environment.  Want to take

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Even during turbulent times, predictable revenue growth is still the highest priority for CMOs and marketing leaders. This means B2B marketers must shift their strategies to meet these expectations and cope with a rapidly changing business environment. 

Want to take a peek into the minds of marketers to see how they’ve kept up? Check out our latest ebook, The State of Revenue-Driven Marketing

This survey and market report sheds light on the challenges B2B marketers face during crises such as the COVID pandemic, how they manage pipeline plans, trends in digital spending, and more. We also provide recommendations for making informed, data-driven decisions that can improve marketing performance and pipeline.

Here’s a quick look at what the ebook has to offer:

The Shift to Digital

Over 75% of our survey respondents said their marketing spend has either increased or stayed the same during the COVID pandemic. 

However, with increased digital tools and tactics, marketers need greater visibility into buyer intent data so they can better prioritize their channels and tactics for best revenue outcomes. They’ll face an increased need to demonstrate marketing ROI, too.

Pipeline Tracking and Martech Applications

Nearly half of respondents said they still use spreadsheets to create pipeline plans and forecasts, and nearly 20% use a homegrown solution. In addition, 86% reported they also use CRM software, and 40% use business intelligence tools.

Around half of respondents also reported having between six and ten marketing tools in their tech stack. 

Recommendations

Based on the results of our State of Revenue-Driven Marketing report, here are a handful of recommendations:

  • Make sure your digital marketing organization, processes, tools, and data are robust and future-proof, because the shift to digital is permanent.
  • Remain agile. Change tactics if the leading indicators suggest what used to work is no longer the best solution.
  • Measure what matters. Make sure your marketing tools are reporting the relevant KPIs and accurately tell you what is and isn’t working to generate predictable pipeline growth.

Check Out the Survey

The economic climate will always change, but leadership’s expectations to build pipeline never will. It can be hard for B2B marketers to keep up, but if they stay agile and adapt to face their challenges head on, it’s certainly possible.

If you’re ready to see what marketers have been doing to adapt, as well as recommendations for what marketers could be doing differently to be more efficient and effective at generating pipeline, check The State of Revenue-Driven Marketing now.

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6sense Named To Forbes AI 50 List of Companies to Watch in 2022 https://6sense.com/post/6sense-named-to-forbes-ai-50-list-of-companies-to-watch-in-2022/ https://6sense.com/post/6sense-named-to-forbes-ai-50-list-of-companies-to-watch-in-2022/#respond Wed, 11 May 2022 15:45:24 +0000 https://6sense.com/?p=14360 6sense, the leading platform for B2B organizations generating predictable revenue, has been named among the top-50 private companies in North America making the most effective and interesting use of artificial technology by Forbes for their Top 50 AI list. “We’re

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6sense, the leading platform for B2B organizations generating predictable revenue, has been named among the top-50 private companies in North America making the most effective and interesting use of artificial technology by Forbes for their Top 50 AI list.

“We’re proud to make the Forbes AI 50 list and to be recognized as an innovative leader,” said Jason Zintak, 6sense CEO. “6sense is the first and only platform to apply the power of AI across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This allows the entire revenue team to make insight-driven decisions, prioritize time and resources, and realize better outcomes.”

6sense is the only company recognized that accelerates growth at every step of the revenue generation process through a powerful combination of AI, machine learning, and big data. With 6sense Revenue AI, sales, marketing, and customer success teams capture anonymous buying signals, target the right accounts at precisely the right time, and boost revenue performance with recommendations for the channels and messages most likely to convert, eliminating guesswork and driving better, more predictable results.  

The prestigious Forbes AI 50 list, produced in partnership with Sequoia Capital, recognizes standouts in privately-held North American companies making the most interesting and effective use of artificial technology. A panel of 12 expert AI judges identified the 50 most compelling companies developing technology that enables machines to learn from experience or new data or perform human-like tasks such as recognizing speech or images, classifying information, and predicting outcomes. 6sense was recognized for its leadership in using AI and machine learning for sales and marketing solutions. 

Learn more: 

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5 Tips for Writing Compelling BDR Outreach Emails https://6sense.com/post/5-tips-for-writing-compelling-bdr-outreach-emails/ https://6sense.com/post/5-tips-for-writing-compelling-bdr-outreach-emails/#respond Tue, 10 May 2022 20:30:50 +0000 https://6sense.com/?p=14340 According to Statista, 330–375 billion emails are expected to be sent and received daily between now and 2025. Getting your B2B emails read amidst all this noise is a monumental challenge.  Earning your prospects’ attention is harder than ever. Here

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According to Statista, 330–375 billion emails are expected to be sent and received daily between now and 2025. Getting your B2B emails read amidst all this noise is a monumental challenge. 

Earning your prospects’ attention is harder than ever. Here are five tips for writing BDR outreach emails that cut through the clutter.

1. Be Direct

Your prospect wants to know:

  • Who are you?
  • What do you want? 
  • What can you do for them? 

Answer these questions in as few sentences as you can. 

Treat your prospects’ time as sacred. Get to the point. 

One way to keep your email concise is to:

  • use 
  • bullet 
  • points 
  • wherever 
  • you 
  • can

Obviously, don’t be as ridiculous as the example above, but make your key points as easily understandable as possible. 

Quick Tips

  • State the problem or pain point your prospect is going through. You could say, “What if we could save you 5+ hours per week that you are currently spending on writing welcome emails?”
  • State your solution. Talk about what your service or product does rather than what it is. For example, “Our ABC AI tool uses machine learning to write perfectly personalized welcome emails for all your new customers…”
  • Call to action. What exactly do you want the prospect to do? Reply to your email? Subscribe to your newsletter? Try your software? Watch a demo? Pick one.

2. Keep It Personal

Instead of sending cookie-cutter BDR outreach emails, take time to research your prospects, their company, and the challenges they face. After all, companies achieve 50% more success by personalizing their emails.

In fact, just using the prospect’s name in the subject line increases open rates by 26%. 

Relationships are forged between people, not companies, so small details like names can make or break your email outreach. 

Quick Tips

Other great ways to personalize your emails:

  • Find a mutual connection. Do you have a mutual friend, or did you attend the same conference? Have you read the same book or have the same hobbies? 
  • Keep things conversational. Make sure you read your email out loud so it sounds like something you would say to your prospect over lunch or at a bar.
  • Touch on a real pain point. Your prospect doesn’t inherently care about you or your service. They care about their problems. Can you help solve them? 
  • Do your research. Get the recipient’s job title right. Talk about their org structure, industry trends, recent company news, and anything else that lets them know you’re ready to treat them like a valued customer, and not like Acct #187-3682.
  • Provide social Proof. Endorsements. Awards. Testimonials. You know your company is awesome, but your prospect may not know you yet. 

3. Offer Something of Value

Offer something of value in all your BDR outreach emails, and then mention it in the subject line wherever possible. This gets them to open your email and read it with an expectation.

Remember that your initial email outreach isn’t about instant conversion; it’s to get a conversation going. The value you offer can be:

  • An interesting insight. 
  • A free audit. 
  • A case study.
  • Become a trend-watcher. When something is likely to impact your prospect’s career or business, recommend a course of action. For example: “GPT-3 is transforming what’s possible with AI-generated conversation. B2B revenue teams that leverage this technology are seeing dramatically improved sales results.”

4. Be Concise

Enough said.

5. Polish Your Subject Line

Your subject line is the key to achieving a high open rate. There are many ways to create a great subject line, but here are five examples:

  1. Urgency. Try “The ABC Industry is Shifting — You Need to Move Now!”
  2. Induce curiosity: “A Sneak Peek: For VIPs Only!”
  3. Clear value, such as, “Save 5+ Hours per Week — Here’s How”
  4. Personalization. Never underestimate a good name drop. “I Talked to Wendy in Sales … “
  5. Exclusivity. “You’re Invited!” or “For Your Eyes Only.”

Finally, check the length of your subject lines. Long subject lines will be clipped off with ellipses, which can be a disaster if you’re not careful. Zurb.com provides a simple tool you can use to preview how your subject line might appear in your readers’ inbox — and an illustration of how your messaging can go awry if you’re not paying attention to character counts.

6sense Makes It Easier to Send Great Emails

Creating great personalized emails can yield great results, but it can be hard to find the time to execute on all of these strategies. Fortunately, advances in AI have made it possible to automate personalization at scale, and use machine learning to optimize content, subject lines, send time, and more. To learn more, schedule a demo.

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3 Ways AI Can Help Your Write Less Robotic Emails https://6sense.com/post/3-ways-ai-can-help-your-write-less-robotic-emails/ https://6sense.com/post/3-ways-ai-can-help-your-write-less-robotic-emails/#respond Tue, 10 May 2022 18:42:21 +0000 https://6sense.com/?p=14336 B2B email marketing is a delicate balance of effort, time, and results:  The best results come from meticulously personalizing each email’s content and arrival time for the greatest potential impact. But the best use of time is "blasting" at scale

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B2B email marketing is a delicate balance of effort, time, and results: 

The best results come from meticulously personalizing each email’s content and arrival time for the greatest potential impact.

But the best use of time is “blasting” at scale to reach everyone on your email list. These generic emails ensure that your message gets out to a wide audience, but they often feel more like an “extended auto warranty” robocall than legitimate human outreach. 

By smartly leveraging AI to craft your emails, it’s possible to grasp the best-possible benefits of both worlds

Here are three ways artificial intelligence can, paradoxically, help you write less robotic emails.

1. Know Your Leads — Programmatically

Traditional email automation has fairly rudimentary personalization capabilities; it’s often used to insert the name, company, and perhaps role/business function into emails, and little else. The email content and design, however, would be identical to the template. 

This approach simply isn’t specific or resonant enough for today’s buyers. As business intelligence has developed, so too have buyers’ expectations regarding personalized outreach. To reach them in ways that authentically speak to their concerns, you need tools that can read a CRM and generate a comprehensive understanding of each lead.

AI-enhanced email pitches can recognize a lead’s industry, niche, preferences, and behavior patterns through already archived data. Combined with a world-class ABX platform, this data can be extensive, ranging across a robust spectrum of technographic, firmographic, and psychographic information, and much more.

(Check out our A Deep Dive Into the Dark Funnel™ interactive ebook to discover even more data-points that can be identified, collected, and analyzed by industry-leading ABX technologies.)

AI-powered email software leverages these disparate, valuable insights and creates personalized email campaigns that take all known factors into account, along with a few pre-established strategies created by your revenue team. 

This enables your B2B AI to predict the types of content, products, and subject lines that would be the most interesting to each individual lead. Better still, your business can do all this without requiring time-consuming analysis from a human sales rep. 

2. Personalized Subject Lines Improve Open Rates

We all know that subject lines inform a buyer’s near-instant decision to read or delete an email. And we also know that most are deleted without a second thought.

But personalized subject lines, which are honed to inspire interest and trust in targeted leads, are far more effective than generic subject lines — even well-written ones.

According to an Oberlo study, personalized email subject lines generate an average of 50% higher open rates. But who has time to personalize every email subject line without starting to feel and sound robotic themselves? An AI.

AI-powered subject line personalization analyzes industry and keyword interests to design engaging subject lines for every lead on the email list. The subject lines won’t be the same and won’t necessarily even follow the same format. 

3. Personalized Content Increases Interest and Engagement

The real kicker, however, is personalized content in each outreach email. 

Your customers are not cookie-cutter copies of each other. They may work in different industries, niches, and levels of the supply chain. And their buyers hail from within different divisions of those companies—each with their respective concerns and goals. 

The region, process, products, and even buying calendar of each customer is also unique. 

This means what a buyer might want to see often differs wildly from account to account … and even within each account.

 So why send the same email pitch when you can personalize it?

When buyers open your emails, they should find content that:

  • Relates to them
  • Is relevant to their current role
  • Offers solutions to timely challenges

An AI can select the right mix of content and topics to keep leads engaged and show that your brand is attentive to their unique business concerns.

Schedule a Demo

Learn more about how 6sense uses artificial intelligence to boost revenue performance. Book a demo to see even more about how we can help your marketing, sales, and revenue operations teams win more deals, more consistently, and with a predictable pipeline.

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How to Target the Best B2B Marketing & Revenue Opportunities https://6sense.com/post/how-to-target-the-best-b2b-marketing-revenue-opportunities/ https://6sense.com/post/how-to-target-the-best-b2b-marketing-revenue-opportunities/#respond Tue, 10 May 2022 18:35:40 +0000 https://6sense.com/?p=14334 Historically, targeting the right prospect for your next marketing or sales outreach has been a game of guesswork: You have a target list that might be out-of-date (it probably is) The list is based on criteria not influenced by real-time

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Historically, targeting the right prospect for your next marketing or sales outreach has been a game of guesswork:

  • You have a target list that might be out-of-date (it probably is)
  • The list is based on criteria not influenced by real-time data (so it’s probably stale)
  • You get bummed when you engage those prospects and nothing happens (except for those prospects sending your cold calls to voicemail and marking your emails as spam)

We’ve been playing this game of whack-a-mole for far too long. We’ve learned to settle for low click-through rates, unanswered cold calls, and lists based on form fills.

But thanks to technological innovations, now we can fully deliver buyers the personalized experience they expect and deserve — and the business results we’ve strived so hard to achieve. 

60% percent of buyers want to connect with sales during the Consideration stage. Before that, they’re happy to conduct research on their own terms. They have a good understanding of the market for the solution they’re interested in.

That means the onus is on a seller to properly target these sellers and engage them — not pester them — at precisely the right time in their journey. It’s a challenging tightrope to walk.

But there’s good news: Armed with the right tools, you can start targeting the right accounts with uncanny accuracy… and provide buyers with thought leadership and guidance when they need it most.

Let’s take a closer look at these tools, and how they can transform your business.

Audience Creation

Your audience is the entire foundation of your GTM function. Without this solid foundation, your revenue-driving activities won’t be as effective as they could. 

When it comes to audience creation, one of the biggest and most important changes your organization can make  is shifting from static lists to dynamic audience segmentsA dynamic audience list is one that automatically filters your prospects by criteria you define.

Here are some of the different audiences you can target with dynamic segments:

  • Accounts that are in-market for a solution
  • Accounts that have reached a qualification status
  • Accounts researching a specific set of keywords
  • Accounts that have engaged with a particular piece of content

There are hundreds (maybe even thousands) of more ways to slice-and-dice your audience to find the exact right target for your next outreach. 

The best part of creating dynamic audience segments? You don’t have to do anything when a new prospect moves into your target segment. Thanks to technological integrations, you’ll be notified in your system of choice and focus on that hot lead immediately.

Personalized Engagement and Laser-Accurate GTM Activities

The beauty in building a dynamic target audience is what you can do with that information. Instead of relying on the same old GTM efforts — webinars, mass emails, generic prospecting emails — you can use your newfound knowledge to create efficient and effective campaigns.

When you’re capturing crucial data about your buyers and using that information to build dynamic lists, you can target your marketing and sales efforts with pinpoint accuracy.

Consider the following scenario that can easily happen when you leverage the right technology to enable your processes:

  • Your GTM teams receive a notification that a top target account has been conducting online research specific to one of your products
  • A member of the account’s buying team visited the page on your site relating to that product numerous times
  • Your ABX platform has just activated it as being considered in-market

Here’s where the fun begins… 

Activating Marketing Actions

Your marketing team starts cooking up personalized content that speaks directly to that specific buyer in the form of webpages and advertising campaigns, ensuring your product is always top-of-mind. 

Activating Sales Actions

Your salespeople can now start their conversations from a position of power because they know exactly who your buyer is, what actions they’ve been taking, what they’re interested in, and the messaging that resonates with them.

Operating as a Unified Revenue Team

Not only are your GTM activities more effective because your teams are working in concert and have the right targets, they’re more effective because your recipients are more receptive.

Remember, buyers only want to be contacted when they’re ready. Engage them too early and there’s no fit … and you’ve bothered the prospect for no reason. Engage too late and you’ve missed the opportunity. They’ve signed with the competition. 

But you start closing deals when you reach out at the exact moment they’re ready to hear from you, with a message custom-made for their exact needs.

Conclusion

After you’ve begun capturing all of the data and signals your buyers are giving off, the next logical step is to use that information to target the right buyers at the right time.

When you use the right technology your whole GTM operations become lean and efficient. You can build dynamic audiences that update in real-time and send notifications about changes, and your teams can craft highly personalized and effective campaigns tailored to the buyers you know are in-market.

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6sense Ranks Among Highest-Scoring Businesses on Inc. Magazine’s Annual List of Best Workplaces for 2022 https://6sense.com/post/6sense-ranks-among-highest-scoring-businesses-on-inc-magazines-annual-list-of-best-workplaces-for-2022/ https://6sense.com/post/6sense-ranks-among-highest-scoring-businesses-on-inc-magazines-annual-list-of-best-workplaces-for-2022/#respond Tue, 10 May 2022 18:22:58 +0000 https://6sense.com/?p=14333 6sense, the leading platform for B2B organizations generating predictable revenue, has been named to Inc. magazine’s annual Best Workplaces list for the fourth consecutive year. The list is the result of a comprehensive assessment of companies that have excelled in

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6sense, the leading platform for B2B organizations generating predictable revenue, has been named to Inc. magazine’s annual Best Workplaces list for the fourth consecutive year. The list is the result of a comprehensive assessment of companies that have excelled in creating exceptional workplaces and company culture.

“This award is a reflection of our promise to employees that their time at 6sense is the best chapter in their career,” said Jason Zintak, CEO of 6sense. “Across the organization, it’s easy to spot difference makers challenging the status quo, encouraging each other, and inspiring innovation. Our company values such as fun, accountability, mindfulness, integrity, and others, uniquely show up in our interactions and our work.” 

6sense leads the RevTech Revolution, applying the power of AI to every step of the revenue generation process, removing the guesswork that plagues revenue teams, thereby providing a better customer experience, and producing high-quality pipeline that is ultimately more likely to convert to revenue. 

“Not long ago, the term ‘best workplace’ would have conjured up images of open-office designs with stocked snack fridges,” says Inc. editor-in-chief Scott Omelianuk. “Yet given the widespread adoption of remote work, the concept of the workplace has shifted. This year, Inc. has recognized the organizations dedicated to redefining and enriching the workplace in the face of the pandemic.” 

 After collecting data from thousands of submissions, Inc. selected 475 honorees this year. Each company nominated took part in an employee survey which included topics such as management effectiveness, perks, fostering employee growth, and overall company culture. The organization’s benefits were also audited to determine overall score and ranking. 

In the past year, 6sense has received a number of accolades and recognition for its workplace culture including:

  • #3 Best Place to Work in 2022 for Glassdoor’s Employees’ Choice Awards
  • Ranked among the Top 2022 Best Places to Work in the Bay Area by the San Francisco Business Times
  • Recognized by employee-review website Comparably for the Best Company Outlook and Happiest Employees, Best Perks & Benefits, Best Culture, Best for Women and Best for Diversity, Best Places to Work in the Bay Area, Best Engineering Teams, Best Product & Design Teams, Best Marketing Teams and Best Sales Teams
  • Best CEO 2021 by Glassdoor and Comparably 

Learn more: 

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How to Capture Every B2B Marketing and Sales ‘Revenue Moment’ https://6sense.com/post/how-to-capture-every-b2b-marketing-and-sales-revenue-moment/ https://6sense.com/post/how-to-capture-every-b2b-marketing-and-sales-revenue-moment/#respond Mon, 09 May 2022 20:17:51 +0000 https://6sense.com/?p=14328 Buyers are constantly performing research and giving off signals that they are in-market for solutions: They're continually searching the web They're visiting vendor websites, and They're referencing reviews sites to inform their decision making And for the most part, they’re

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Buyers are constantly performing research and giving off signals that they are in-market for solutions:

  • They’re continually searching the web
  • They’re visiting vendor websites, and
  • They’re referencing reviews sites to inform their decision making

And for the most part, they’re doing this research anonymously. Roughly 70% of a buyer’s hunt for information is conducted away from sellers’ eyes, according to Forrester

Buyers have become weary of filling out forms, relentless inbox spam, and annoying cold calls. And who can blame them? For some buyers, the research and sales process feels like swimming with sharks: Raising your hand too early in the process is like putting a drop of blood in the water. (When it comes to engagement, some salespeople can be … voracious..)

But there’s still good news for sales and marketers: we can capture those anonymous signals, smartly identify the right accounts and buyers with that data, and provide them with a world-class buying experience.

Capturing intent signals and data simply requires the right tools. It’s like how the human eye can only see within a certain band of the light spectrum — imagine what you could uncover with an instrument that uncovers a world you didn’t know existed

Let’s dive into how you can start capturing the revenue moments you might be missing, and how they can benefit your business.

Uncover Hidden Demand

B2B buyers are busy little bees on the hunt for information about products within your industry … but they don’t want to identify themselves until they think they’re ready. The problem is, you want to introduce and prove the value of your solution at the time they’re actually ready. 

You can determine this state of readiness — or when the account is in-market for your solution — with the right technology to capture, identify, and analyze those anonymized revenue moments you couldn’t previously detect. 

Some of the information you can uncover includes:

  • The specific product and services on your website that people are visiting
  • What keywords are seeing the most engagement — including those relating to your industry, the products you offer, and topics relating to your competitors
  • Industry publications, forums, and third-party review sites that your prospects trust and visit the most.

With access to this data, you’ll get a clearer picture of the types of activities your buyers are performing long before you even speak to them.

There’s great power in knowing which pages on your website are resonating with a particular audience, or what keywords in your broader industry are driving the most engagement. 

But this is only half of the story. Capturing these buyer intent signals is crucial, but you must also consider capturing internal data and other deeper information that provide a richer picture of your buyers.

Know Your Buyers

As a member of your company’s revenue team, you already have a good idea of who your buyers are — their industry, the personas who influence sales decisions, the pain points they face, etc. But simply knowing that information, or storing it in a couple of spreadsheets, isn’t enough.

Maintaining a clean and functioning database is critical for efficient operations, but many companies struggle with this task. Fifty-four percent of businesses say a lack of quality data is one of their biggest challenges. 

To really know your buyers, and maintain strong data, you need to leverage all of the historical data you have about past deals, deep insights into your actual buyers, and those buying signals we mentioned above.

Leveraging an AI-powered platform will help you uncover the following about your buyers:

  • Historical data: What has your typical deal looked like? Analyzing data about your historical performance will shine a light on what your ideal customer looks like and how to engage with them.
  • Technographic data: What technology do particular prospects use? With this information, you can easily target prospects that currently use a system that complements yours perfectly with a seamless integration.
  • Firmographic data: How is the company performing? Be the first to know when a round of funding has closed and your prospects have an increased budget for your services.
  • Psychographic data: What business associations is a buyer a part of? Take your personalization efforts to the next level by unlocking a deeper understanding of who your prospect is, and what they care about.

When you capture everything relevant to your sales cycle, you create an engine that gets smarter and more accurate as you collect more data. As you start to capture all of that data your teams only get better, creating a snowball effect leading to total world domination — or, more likely, just really great performance. 🙂

How Capturing the Right Data Boosts Your Business

Now that we’ve illuminated all the game-changing buyer-intent information that’s out there just waiting to be captured, let’s discuss how this data can be used to transform the way you do business.

Get Into Deals Faster

With nearly 70% of the buying process happening anonymously, most sellers are entering the process too late. Often, the buying decision has already been made and the buyer is reaching out to formally begin the purchasing process … with your competitor. 

But when you have insights into the research that’s happening behind closed doors, you have the information you need to reach out at the exact right time and influence the deal. No more cold calls or close-calls — only closed deals.

Clear Picture of Your Buyers

Modern businesses need to capture more information about their buyers than just company size and industry. Capturing the right data unlocks information about the exact platforms a prospect uses, the trend their business is on, who you buying committee is and important psychographic details about individual buyers to help influence them.

Conclusion

For too long, sellers have in the dark about the research their buyers are conducting. This has led to annoying forms and bothersome cold calls. It’s time to exit the Dark Ages and start capturing all of that information to give your buyers the selling experience they deserve — and boost your company’s revenue.

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6sense Recognized As a Top 2022 Bay Area Best Places to Work https://6sense.com/post/6sense-recognized-as-a-top-2022-bay-area-best-places-to-work/ https://6sense.com/post/6sense-recognized-as-a-top-2022-bay-area-best-places-to-work/#respond Tue, 10 May 2022 14:15:09 +0000 https://6sense.com/?p=14332 6sense, the leading platform for B2B organizations generating predictable revenue, has been recognized as one of the top ‘Best Places to Work’ in the Bay Area by the San Francisco Business Times and Silicon Valley Business Journal. This is the

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6sense, the leading platform for B2B organizations generating predictable revenue, has been recognized as one of the top ‘Best Places to Work’ in the Bay Area by the San Francisco Business Times and Silicon Valley Business Journal. This is the first time 6sense has participated in this award program, supporting its investment in creating an inclusive, rewarding, and healthy work environment for its employees.

“This recognition is a reflection of our commitment to create an employee experience that attracts, inspires and challenges the very best people,” said Jason Zintak, CEO of 6sense. “It speaks volumes that we’ve achieved remarkable growth, more than doubling our size over the past year, while maintaining a culture that our employees find rewarding.”

6sense has more than doubled its revenue and its global workforce year-over-year, as the company continues to build tomorrow’s technology, revolutionizing how marketing and sales teams create, manage, and convert pipeline to revenue.

In the past year, 6sense has received a number of accolades and recognition for its workplace culture including:

  • Inc. Best Workplace 2021 for the third consecutive year in a row
  • #3 Best Place to Work in 2022 for Glassdoor’s Employees’ Choice Awards
  • Recognized by employee-review website Comparably for the Best Company Outlook and Happiest Employees, Best Perks & Benefits, Best Culture, Best for Women and Best for Diversity, Best Places to Work in the Bay Area, Best Engineering Teams, Best Product & Design Teams, Best Marketing Teams and Best Sales Teams
  • Best CEO 2021 by Glassdoor and Comparably 

6sense ranked seventh overall for the small company category based on the number of employees in the Bay Area. The award is based on employee satisfaction as evaluated and ranked by its own Bay Area employees across key workplace factors that include: fun and collaborative culture, robust compensation and benefits plans, and other amenities as well as management practices.

Learn more: 

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The Future of B2B Email: 3 Predictions and Tips for Success https://6sense.com/post/guide-future-b2b-email-marketing/ https://6sense.com/post/guide-future-b2b-email-marketing/#respond Mon, 09 May 2022 00:50:49 +0000 https://6sense.com/?p=14320 Email remains the undisputed workhorse of B2B marketing, generating $42 for every $1 spent. It accelerates sales cycles, makes sharing content  easy, and is also a cost-effective way to reach buyers. This won’t change any time soon. But email marketing

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Email remains the undisputed workhorse of B2B marketing, generating $42 for every $1 spent. It accelerates sales cycles, makes sharing content  easy, and is also a cost-effective way to reach buyers. This won’t change any time soon.

But email marketing isn’t without its challenges, though. Increasing inbox competition, declining open rates, and evolving buyer expectations make it difficult for B2B marketers to cut through the clutter and stand out in the inbox. 

Exactly how hard is it to stand out?


  • In 2020, 306.4 billion emails were sent and received each day
  • Most office workers probably receive more than 130 emails a day
  • Generally, about one in five of those emails are opened … and of those emails, less than 3% actually generate a click-through  

To help future-proof your email marketing strategy, we’re presenting three predictions for the future of email marketing, along with tips on how to succeed in this new email landscape. Let’s dive in.

Three Predictions for the Future of Email Marketing

1. AI Will Become Indispensable as a Virtual Assistant for Your Email

By 2025, AI will power about 95% of all customer and buyer interactions. It’s not hard to see why. After all, AI can help you:

  • Automate repetitive tasks
  • Personalize the user experience
  • Optimize your email marketing campaigns for better results

As technology evolves and machine learning becomes more sophisticated, AI will become integral to email marketing success. AI-driven virtual assistants will become commonplace, helping marketers with everything from email list segmentation and management to content creation. 

Unlike chatbots, AI virtual assistants’ abilities to naturally understand and respond to customer queries will make them invaluable in the email space. Additionally, they work independently without constant human supervision, freeing up your time to focus on other strategic tasks.

2. Companies That Embrace AI Will Outperform Their Peers

As AI becomes more sophisticated and used to personalize user experiences and offer seamless customer journeys, B2B revenue teams that embrace it will have a significant competitive advantage. 

In fact, 54% of executives are already experiencing increased productivity, cost reduction, efficiency, and revenue growth using AI. Offering a better customer experience will be crucial to success in the future of email marketing.

3. Having a Trusted Brand and Maintaining a Human Touch Will Be Essential

As scammers also embrace AI-driven tools for email personalization, web security companies will do their best to detect, flag, and (in some cases) block AI-created email content. This will make it even more critical for companies to focus on developing a trusted brand.

To build trust, focus on developing solid relationships with your prospects and customers. Make sure your sales and marketing teams stay aligned to keep your message consistent across channels. Most importantly, be transparent and authentic in all your interactions.

How to Prepare for the Future of B2B Email Marketing

Develop Your Audience Segments

To succeed in this future of B2B email marketing, you need to develop a deep understanding of your audience. Audience segmentation will be crucial in ensuring each prospect receives targeted, relevant content that resonates with their specific needs. 

Use demographic, firmographic, and behavioral data to analyze your audience and develop segments. Then you can send more personalized and relevant content, which will improve engagement and conversion rates.

Start Preparing Playbooks

With AI-powered tools taking on more email marketing tasks, it will be important for organizations to have playbooks in place. These playbooks will be useful for your existing team, but they’ll be essential for your AI software. Because hey’ll provide the AI with guardrails and goalposts to effectively manage its personalization and output. 

Think of your AI as a promising new hire. Great things are expected, but some training helps.

The Future of B2B Email Marketing Is Bright With These Three Simple Tactics

With the future of B2B email marketing looking bright, now’s the time for your revenue team to:

  • Use AI to generate personalized content
  • Utilize AI to automate the process of sending emails
  • Allow AI to work as a virtual assistant

With the ability to personalize content and automate processes, segment, and manage your list, and even act as a virtual assistant, AI is poised to revolutionize email marketing. 6sense is an AI-driven platform that helps B2B marketers personalize the entire customer journey, from awareness to advocacy.

We’re bringing AI-driven enhancements to B2B email, too.

Our platform provides real-time intent data and account-based marketing tools that help you deliver the right message to the right person at the right time. This results in more qualified leads, shorter sales cycles, and increased revenue.

Discover how 6sense can help you prepare for the future of B2B email marketing. Request a demo today.

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3 Ways Sales Reps Can Quickly Generate Less ‘Robotic’ Email Pitches With AI https://6sense.com/post/3-ways-sales-reps-can-quickly-generate-less-robotic-email-pitches-with-ai/ https://6sense.com/post/3-ways-sales-reps-can-quickly-generate-less-robotic-email-pitches-with-ai/#respond Mon, 09 May 2022 00:44:05 +0000 https://6sense.com/?p=14318 B2B email marketing is a delicate balance of results, time, and effort: The best results come from meticulously personalizing each email’s content and arrival time for the greatest potential impact But the best use of time is "blasting" at scale

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B2B email marketing is a delicate balance of results, time, and effort:

  • The best results come from meticulously personalizing each email’s content and arrival time for the greatest potential impact
  • But the best use of time is “blasting” at scale to reach everyone on your email list 

Here’s the rub: Neither extreme reaches the right balance of effort to results. One takes too much time, and one provides too little consideration for your leads. But by smartly leveraging AI to craft your emails, it’s possible to grasp the best-possible benefits of both worlds: a highly automated and a strategically personal approach. 

6sense is introducing a new way to manage your B2B email, thanks to enhancements via AI. When your leads have more complex interests than a tire-kicker but your email list is too long to handcraft every email, AI is a good go-to to create relevant engagement at scale.

With AI, you can create predictive, personalized, and automated email campaigns that are data-backed to seek the greatest response and conversion results. And sales reps can use AI personalization to quickly generate less robotic email pitches. Here’s how.

1. Know Your Leads — Programmatically

Traditional email automation has fairly rudimentary personalization capabilities; it’s often used to insert the name, company, and perhaps role/business function into emails… and little else. The email content and design, however, would be identical to the template. 

This approach simply isn’t specific or resonant enough for today’s buyers. As business intelligence has developed, so too have buyers’ expectations regarding personalized outreach. To reach them in ways that authentically speak to their concerns, you need tools with predictive and intuitive algorithms that can read a CRM and generate a comprehensive understanding of each lead.

AI-enhanced email pitches can recognize a lead’s industry, niche, preferences, and behavior patterns through already archived data. Combined with a world-class ABX platform, this data can be extensive, ranging across a robust spectrum of technographic, firmographic, and psychographic information, and much more.

(Check out our A Deep Dive Into the Dark Funnel™ interactive ebook to discover even more data-points that can be identified, collected, and analyzed by industry-leading ABX technologies.)

AI-powered email software leverages these disparate, valuable insights and instantly creates personalized email campaigns that take all known factors into account, along with a few pre-established strategies created by your revenue team. 

This enables your B2B AI to predict the types of content, products, and subject lines that would be the most interesting to each individual lead. Better still, your business can do all this without requiring time-consuming analysis from a human sales rep. 

2. Personalized Subject Lines Improve Open Rates

We all know that subject lines inform a buyer’s near-instant decision to read or delete an email. And we also know that most are deleted without a second thought (and certainly without mercy).

But personalized subject lines, which are honed to inspire interest and trust in targeted leads, are far more effective than generic subject lines — even well-written ones.

According to an Oberlo study, personalized email subject lines generate an average of 50% higher open rates. But who has time to personalize every email subject line without starting to feel and sound robotic themselves? An AI.

AI-powered subject line personalization analyzes industry and keyword interests to design engaging subject lines for every lead on the email list. The subject lines won’t be the same and won’t necessarily even follow the same format. 

This provides a near-infinite well of personalized subject lines that can be crafted in a snap without hours of attention and creativity from your team.

3. Personalized Content Increases Interest and Engagement

The real kicker, however, is personalized content in each outreach email. 

Your customers are not cookie-cutter copies of each other. They work in different industries, niches, and levels of the supply chain. And their buyers hail from within different divisions of those companies, each with their respective concerns and goals. 

The regions, processes, products, and even buying calendars of each customer are also unique. 

This means what a buyer might want to see often differs wildly from account to account … and even within each account, individual buyers can rapidly leap from one buying stage to another.

 So why send the same email pitch when you can personalize it?

AI-enhanced email pitches can analyze everything that is known about a lead and tailor content based on what will likely be the most interesting to them. When buyers open your emails, they should find content that:

  • Relates to them
  • Is relevant to their current internal workings
  • Offers solutions to timely challenges

An AI can select the right mix of content and topics to keep leads engaged and show that your brand is attentive to their unique business concerns.

Personalized Images Also Increase Positive Response

You can even personalize the images within each email to reflect the interests and goals of individual buyers. Most readers will assume that the images are static or related directly to the content. But AI-powered email marketing can select images that relate directly to the customer

For instance, instead of generic stock photos, you can show images of manufacturing teams to your manufacturing accounts, transport and fleet images to your transportation accounts, and B2B retail images to your retail accounts.

When leads see that the images in your email reflect their business and interests, they’ll intuitively feel a stronger connection to your brand. Relating to your images will engender a sense that you understand their industry and what it will take to become a great B2B provider.

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How an AI Email Assistant Can Improve Your B2B Sales Rates https://6sense.com/post/responding-to-b2b-leads-quickly-with-personalized-communication-is-the-key-to-conversion-see-how-an-ai-email-assistant-can-accelerate-your-response-times/ https://6sense.com/post/responding-to-b2b-leads-quickly-with-personalized-communication-is-the-key-to-conversion-see-how-an-ai-email-assistant-can-accelerate-your-response-times/#respond Mon, 09 May 2022 00:36:32 +0000 https://6sense.com/?p=14316 Marketing in the B2B sector often focuses heavily on lead generation. But here’s a challenge that most sellers face on the daily: You’ve gotta keep your pipeline full of prospects … but in the process, you risk pulling attention away from

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Marketing in the B2B sector often focuses heavily on lead generation. But here’s a challenge that most sellers face on the daily: You’ve gotta keep your pipeline full of prospects … but in the process, you risk pulling attention away from other critical metrics, like conversion rates. 

Without the right tools, those tasks can become a quagmire of manual activities that often make it impossible to track every lead and prioritize the ones most likely to convert.

May we recommend a secret weapon?  An AI-powered email assistant can help your sales team with a variety of functions designed to save time and improve engagement.

Here’s how an AI email assistant can automatically send personalized emails at scale to help your team be more productive and make more money.

Use an AI-Powered Email Assistant to Quickly Respond to B2B Leads

These days, B2B buyers are accustomed to getting what they want when they want it. And when sales teams take too long to respond to buyer engagement (such as a Contact Us inbounds), those buyers bolt in favor of other solutions.

When it comes to response times, the stakes are higher than you probably think. By the time B2B buyers are ready to engage a company’s sales team, they’ve already completed about 70% of their buying research. And they’re likely weighing their options between you and a few competitors. 

This means rapid response could be the only thing standing between you and a successful sale. Consider this recent research regarding speed-to-lead response times:

  • Nearly 8 in 10 of customers buy from the company that responds to their inquiry first
  • You’re 7x more likely to qualify a lead when you reach out within an hour as opposed to just one hour later
  • Only 7% of companies respond to leads within five minutes, while 55% respond in five or more days
  • If you make contact within five minutes, you are 100x more likely to connect with a prospect than if one hour has elapsed
  • You’re 21x more likely to convert a lead into an opportunity when responding in five minutes or less

TL;DR: If your competitors respond faster than you, you could lose over two-thirds of your leads to them. 

AI-powered email software greatly reduces the time it takes to respond to buyer engagement. At the same time, it enables you to stay focused on prospects that are already advancing deeper into your pipeline. 

When a potential customer makes contact, your AI assistant can trigger an immediate response in the form of a personalized email that relies on captured data. You can also set up priority-based alerts to make further contact with the prospects who’re most likely to purchase.

AI-Powered Email Assistants Can Prequalify Leads for You

Prequalification is a necessary process. But it’s often time-consuming and forces salespeople to disrupt their productive workflows. 

Lack of time is the biggest reason your sales team can’t effectively contact every lead. While a sales rep is answering questions and collecting data from a lead early in the pipeline, a customer who’s ready to convert moves on to the company with the quickest response.

AI-powered email assistants can take manual tasks out of your hands with an automatic reply to potential customers. Your AI email assistant will:

  • Reply to potential customers with a series of predetermined questions
  • Use the customer’s answers to provide additional resources or book a meeting so you can have a conversation
  • Engage and qualify your leads at scale to identify genuine buyers and route them to sales

AI Can Help You Write Your Own Emails Faster

Three out of four B2B marketers agree that personalization enhances engagement rates, but we all know that it’s tricky to personalize content at scale. Response templates are available for practically every situation, but they usually sound generic … and buyers can smell a too-broad “canned” response a mile away. These emails usually don’t hit the mark.

AI assistants can tap into data you’ve already collected about the customer in your CRM or other databases, enabling the software to near-instantly craft emails that speak to the person and their unique concerns, not just the opportunity you’re trying to offer.

AI-powered tools can also use algorithms to:

  • Understand and emulate your writing style
  • Automatically correct unprofessional grammar
  • Improve style with word selection

These tools can work with your writing style to speed up repetitive text like greetings and allow you to concentrate on informative, communicative writing.

AI-Powered B2B Email Can Be Proactive About Sourcing Deals

Working B2B sales leads requires a nurturing process with ample communication. Most sales organizations struggle to work all their leads effectively. Even with a robust CRM, it’s easy to let leads fall through the cracks. 

A contact in your CRM who only gets one or two touches and fails to respond may never be worked again until they are moved into a “dead” or “inactive” status. This type of delayed contact could be too late to convert hesitant leads. 

The smartest B2B email tools:

  • Tap into your CRM and seek contacts that haven’t received much communication
  • Initiate nurture campaigns to reactivate those opportunities
  • Use machine learning to identify which prospects are most likely to convert based on the customer’s behavior

A similar process enables the AI to engage contacts that failed to respond to earlier correspondence. This additional engagement can provide additional resources or lead to an appointment for more detailed communications with a sales rep.

The most comprehensive AI tools work with your communication style to assist your daily processes and streamline manual tasks. When you automate communication processes that take place early in the sales funnel, you can effectively — and practically effortlessly — address your prospects’ pain points and concentrate on buyers ready to convert. 

How 6sense Can Help

6sense applies the power of AI across the entire buyer journey to eliminate the guesswork (and wasted time) that plagues B2B revenue teams and derails deals. This includes an AI-powered email solution like the kind we’ve described in this post.

With artificial intelligence that provides real-time visibility into your entire funnel, you can create a personalized experience that targets buyer pain points at every stage of the B2B buyer journey.

Learn how you can finally align sales and marketing efforts to improve your sales rates with 6sense.

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6sense Announces Integration With Outreach For AI Revenue Engagement https://6sense.com/post/6sense-announces-integration-with-outreach-for-ai-revenue-engagement/ https://6sense.com/post/6sense-announces-integration-with-outreach-for-ai-revenue-engagement/#respond Thu, 05 May 2022 13:55:58 +0000 https://6sense.com/?p=14308 6sense, the leading platform for B2B organizations generating predictable revenue, and Outreach, the sales execution platform helping revenue organizations deliver efficient, predictable growth, announced an advanced integration that ends one-size-fits-all buying experiences and empowers revenue teams to turn buyer insights

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6sense, the leading platform for B2B organizations generating predictable revenue, and Outreach, the sales execution platform helping revenue organizations deliver efficient, predictable growth, announced an advanced integration that ends one-size-fits-all buying experiences and empowers revenue teams to turn buyer insights into revenue.

For mutual customers of 6sense and Outreach, AI-driven data insights from 6sense including buyer intent, firmographic and technographic data, can be surfaced directly in the Outreach platform along with buying stage predictions and recommendations for account engagement. These deep account insights reveal critical buying journey signals that allow sellers to remove guesswork when prioritizing accounts to deliver the right message at the right time and create superior buying experiences.

“When sellers have data and insights, they make smarter decisions. And when they know that a prospect is in-market, researching their company or competitors, and what their tech stack looks like, they can deliver a relevant message at just the right time to create or advance opportunities,” said Mark Ebert, 6sense SVP, Sales. “We’re excited to put rich insights sellers need right at their fingertips. This unique integration will help sales teams uncover more opportunities, accelerate deal cycles and optimize revenue efficiency.”

6sense is the first integration available natively within the Outreach UI to deliver all known and anonymous account activities in a single platform. With these enhanced insights from 6sense within the Outreach UI, revenue teams can avoid toggling between systems and boost efficiency with everything sellers need available where they already work. Together, 6sense and Outreach now allow users to aggregate insights and data between tools and across the buying journey to deploy 6sense AI to more easily and effectively engage in-market accounts with personalized, timely engagement to accelerate conversion and predictably drive more revenue.

“6sense has done a fantastic job of leveraging Outreach’s latest platform extensibility capabilities to provide mutual customers with its game-changing insights, predictions, recommendations and dashboards directly within our sales execution platform,” said Melton Littlepage, chief marketing officer at Outreach. “Embedding 6sense’ buyer insights seamlessly into sales reps’ workflows in Outreach allows sellers to maximize their efficiency, improve deal execution and close deals faster.”

“For a business of our size, we are focused on improving our sales reps’ efficiency and capability at scale. This new integration allows all of our reps to use the power of 6sense AI to see buyer intent insights and easily personalize all of their engagement through Outreach,” said Annabel Custer, Manager, Demand Generation at Windstream.

Learn more:

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CMO Coffee Talk ‘Aha! Moment’: Six Roles for Successful Agency Relationships https://6sense.com/post/cmo-coffee-talk-aha-moment-six-roles-for-successful-agency-relationships/ https://6sense.com/post/cmo-coffee-talk-aha-moment-six-roles-for-successful-agency-relationships/#respond Tue, 03 May 2022 17:32:12 +0000 https://6sense.com/?p=14298 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


Successful agency relationships are a two-way street. At a recent CMO Coffee Talk session, we covered agency management best practices, and had a lively conversation featuring input from CMOs as well as heads of successful agencies.

A great relationship goes beyond simply following the work order or achieving stated, measurable objectives. Those are table stakes.

But what roles separate good agencies from great agencies? What leadership elements make some agencies true, trusted advisors who deliver world-class value well beyond the tactical work?

Reflecting on the great agencies I’ve worked with in the past — and currently interact with in our work today — I’ve cooked up six roles I find most helpful and differentiating. Here’s a close look at each.

1. Listener

Mediocre agencies start by telling the client what they need. Great agencies listen first, and listen often. They ask good questions, hear what the client needs, and then continue to ask questions — of their client, of the client’s customers and partners, of the direct and channel sales teams, and more.

Listening alone can unlock ideas, opportunities, and other advantages that other agencies will completely miss. 

2. Challenger

Great agencies challenge their clients to think differently, beyond what they’re used to or comfortable with. They challenge convention and push the limits of what’s been done before.  

They don’t do this from a position of arrogance or power, but from insights trust and respect. This is not unlike what smart sales professionals do in The Challenger Sale model. Great agencies create value in every interaction, including well before that first piece of work is formalized. 

3. Teacher

If your agency  colleagues keeps their intellectual capital completely to themselves, they’re making it clear they don’t trust you. And they’re making it clear they don’t trust themselves, either.

If you aren’t teaching your clients to do better, to be better, and leverage what you know to their direct advantage, you’re failing to create trust, credibility and loyalty.  Great agencies foster an internal culture of learning that keeps their insights ahead of the rest of the market.  This makes teaching a constant, ongoing opportunity. 

4. Quantifier

It might be an awkward word, but it’s an important concept. Measurement alone isn’t as valuable as measuring what’s most important. Your agency should be proactively accountable for their efforts and results.

Great agencies don’t hide between fluffy presentations with lots of flash and little quantifiable substance. They let the metrics speak for themselves — even when the story is less than ideal — and put focus on how to make them better. 

5. Integrator

“Integrator” agencies excel at the integration of processes, internal teams, and even other agencies.

It’s incredibly frustrating to clients when agencies treat each other as competitors, fail to share information, and constantly play political games to maneuver themselves into better positions for future business.

In contrast to those short-sighted agencies, the great ones lean in. They teach other agencies to be better (either directly or by their actions). And they proactively seek to integrate teams and systems and consultants to serve a greater purpose: to be greater than the sum of their parts. 

6. Innovator

Great agencies aren’t afraid of failure. They know that the path to innovation — the very act of innovating — is paved with failure and “bad news” for the client on occasion.

But great agencies leverage the advantages listed above to earn the trust, credibility, respect, and permission necessary to innovate in ways that put their clients ahead and constantly in positive territory. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meetup (which is just around the corner!), we’ll focus on customer loyalty and retention, and specifically the new Earned Growth model introduced last year by Fred Reichheld in his new book, Winning on Purpose. You don’t want to miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing!) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership. 

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CRO Coffee Talk Takeaways: The Art and the Science of Selling into Large Enterprise Accounts https://6sense.com/post/the-art-and-the-science-of-selling-into-large-enterprise-accounts/ https://6sense.com/post/the-art-and-the-science-of-selling-into-large-enterprise-accounts/#respond Tue, 03 May 2022 17:16:30 +0000 https://6sense.com/?p=14296 Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark

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Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark Ebert, 6sense’s SVP of Sales.


Not every enterprise sales cycle is created equal … and any Chief Revenue Officer who’s led the transition to enterprise sales knows, the process isn’t for the faint of heart. Further, sellers and their leadership may be surprised to discover just how steep the curve is from selling to the Fortune 1000 to the Fortune 100.

In a recent session of CRO Coffee Talk, we asked a group of seasoned CROs about what it takes to sell into companies so large that the purchasing decisions have global rollouts. The conclusion came down to a balance of two important considerations for an effective sales motion: understanding both the Art and Science of large enterprise selling.

Understanding the Art

Sales has always been a people business. So when six-figure deals are on the line, revenue leaders should pay special attention to ensure the right sales captain is on the prospect account. 

What does this mean? As one CRO said during our chat, matching a seller who has a complementary personality to the lead buyer can be the difference between a Closed-Won and Closed-Lost. By evaluating each of your people’s seller personas, CROs can make certain a deal doesn’t fall through due to a personality mismatch.

Per Gartner research, sales leaders can increase their sellers’ odds of closing high-quality, low-regret deals by 157% by just making their customers feel more confident.

How can CROs begin to identify and match their sellers to the right buyer type? Here are four main seller personas to help you get started.

The Driver

Arguably the most prevalent sales persona, Drivers are results-driven and, as such, will want to control the sales process. That means they’re prone to challenge a speaker and skip casual conversations in order to hurry straight to the point.

As one CRO noted during our conversation, sales organizations with large enterprise aspirations can fall into a trap by hiring too many of this type of seller. While Drivers can be great at closing smaller, more transactional deals, complex buying committees and guaranteed long sales cycles will require a seller with patience and the ability to listen actively to everyone in the buying committee.

The Analytical

Analytical buyers, true to their type, want to take their time to make a decision. They focus on weighing the pros and cons of a potential solution, and will ask a lot of questions in the buying process. The best kind of sellers to interact with these buyers love digging into the details of the product or solution they’re selling, and are just as curious as the buyers themselves.

The Analytical thrive on having facts and figures to help facilitate their decision making. A Driver who fails to adequately listen or answer their questions (or an Expressive seller who relies on emotional engagement) could put a deal at risk from the get-go.

The Amiable

The sales profession, with its frequent rejection by buyers, hasn’t always provided the optimal environment for Amiable seller-types to thrive. With large enterprise sales, where buying committees are composed of all levels of potential decision makers, Amiables now have a better chance of success.

Where an Amiable buyer may seek feedback and approval from others in the buying committee in order to make a decision, Amiable sellers can fine-tune their pitches because they seek to better understand what the buyers want. Both Amiable buyers and sellers will need to be nudged into further action, however, as they’re prone to seek approval before acting on their own.

The Expressive / Emotional

There’s no doubt that some of the most successful sellers are charismatic. When that charisma is natural and authentic, the seller can unify the entire buying committee into closing the deal. Since the heart of selling is relationship building, Expressive types, who are naturally team players, have no problem building the foundation of a strong partnership.

However, when an Expressive type focuses too much on talking and building relationships instead of strategically moving the deal forward, the results can be disappointing. Expressive types can lack the discipline and execution rigor of their Driver counterparts because too much of their ability to get a deal done is based on intuition.

Understanding the Science

There are also some tactical points CROs will want to keep in mind as they structure their team’s approach to a large enterprise deal.

Time is money and both can be wasted if CROs aren’t very careful. Many CROs in our recent conversation had witnessed scenarios where the organization had spent a lot of money to hire enterprise sellers from large companies such as Oracle and IBM, only to watch those sellers leave shortly thereafter. Merely “hiring on a profile” does not ensure a seller will be successful.

Executive leadership often misjudges just how much longer and more complicated enterprise deal cycles are, even more so for large enterprise deals. It can take about a year to see results from a big enterprise play — which means sellers who aren’t given the time or appropriate target expectations to close a deal may be shown the door before they can prove a return on investment.

Executive leadership can also influence a deal in the wrong direction by overruling their CROs’ advice on who exactly should be part of deal negotiations. More than a few CROs in the community have watched in despair as a deal went cold because a leader from another business group showed up to a meeting with the buyer and upset the rapport. 

As if setting expectations with executive leadership weren’t difficult enough, CROs should be comfortable with having uncomfortable conversations with sellers who are a poor fit for an account. 

There seems to be two schools of thought among the CRO community on the best way to handle these situations:

  • Some say that business is business and moving a rep off of an account they’re not the best fit for is a given
  • While others believe that shifting the rep into a different position on the account avoids potentially losing the rep altogether

CROs can navigate these situations with a combination of expectation-setting with sellers from Day 1, and balancing decisions on how to navigate a potential sales captain change by evaluating a seller’s past performance and the immediate revenue needs of the business.

A Balancing Act

If the art of large enterprise sales is psychology, then the science is metrics and internal expectation setting. Transitioning into an enterprise sales motion can open a whole new world of revenue and investment for a company that does it right.

As we pointed out in a previous blog post, CROs must increasingly wear the hat of a Chief People Officer for their organizations. A big part of the job is getting to know the people that make or break the number, and ensuring they’re put in the role where they can best succeed.

For further details on the four major persona types of buyers and sellers, here’s a deeper dive.


What do successful revenue leaders have in common? They come together every other Wednesday to our CRO Coffee Talk conversations to compare notes and build a community around best practices and cautionary tales.

If you’re the head of revenue at your organization and want to level up your game, won’t you join us?

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6 Tips for Creating Stronger Lead Nurture Email Content https://6sense.com/post/6-tips-for-creating-stronger-lead-nurture-email-content/ https://6sense.com/post/6-tips-for-creating-stronger-lead-nurture-email-content/#respond Mon, 02 May 2022 15:17:29 +0000 https://6sense.com/?p=14284 For revenue teams that are fully embracing the power of AI to help generate revenue growth, it can be tempting to focus a little too much on the latest advances in marketing technology. AI and machine learning have been transformative

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For revenue teams that are fully embracing the power of AI to help generate revenue growth, it can be tempting to focus a little too much on the latest advances in marketing technology. AI and machine learning have been transformative for B2B marketing and sales — but it’s important not to lose sight of fundamentals. Especially when the fundamental in question is B2B email. 

Good email content is still among the most effective marketing tactics, with ROI around 4,200%, according to a recent HubSpot report. As you set up your email campaigns, keep these six tips in mind: 

1. Use a Variety of Media Formats

Most users — as many as 80% — will not read your email in its entirety. Make your emails easy to scan by using images and videos to invite the reader’s eye to key points. 

But make sure the visuals are relevant and meaningful. Also, beware of trying too hard to be humorous or trendy. Animated GIFs, for example, may be popular on comment threads. But most email users find them annoying and irrelevant.

2. Create and Share Infographics

Put information your prospects can use front-and-center by building and sharing infographics. Data presented visually is more likely to result in learning than text alone. Consider the following types of infographics as you brainstorm topics to include in your next email: 

  • Processes: Anything that requires multiple steps can be illustrated as an infographic.
  • Statistics: Barfing out a bunch of stats at your readers can be overwhelming. But seeing them represented visually is more impactful.
  • Lists: Top 10 lists or rankings that include highlights of underlying research.

3. Curate Lead Nurture Email Content From Others

One of the best ways to earn your prospects’ trust is to take a break from shilling your own products and services. Position yourself as an expert guide instead. 

Summarizing key findings from books, research articles, and long webinars can help save your email readers time while also  showcasing your credibility and collaborative spirit. Demonstrate that you’re an informed and engaged leader in the field by providing links to high-quality content on a regular basis. 

Need an example? Subscribe to our monthly newsletter, The Six.  

4. Use a Storytelling Approach

Human beings are literally wired to respond to storytelling.

Neuroeconomist Paul J Zak conducted a study that showed that when a story introduces tension, people experienced heightened attention and increased cortisol (a stress hormone). And the more the audience related to the characters, the higher their oxytocin levels (which are associated with warm fuzzy feelings, empathy, and trust). 

These neurological responses correlate with changed behavior. Telling powerful stories means that your readers will remember what you had to say long after they’ve closed their inboxes for the day. 

5. Keep Your Content Simple and Straightforward

Think about how you personally use email. When you’re working your inbox, you’re on a mission. Respond. Delete. Set as Task. This is not the time for obscurity or confusion. 

Make your subject line clear, your message short, and your value obvious.

6. Use Data to Support Your Point of View

There’s no shortage of opinions on the internet, and that definitely applies to email inboxes. If you want to stand out from the crowd, make sure that your information is backed up with reliable, relevant data. 

One great way to use data meaningfully is to keep abreast of research in your field. Set alerts for key research terms, or find the innovators and researchers in your field and follow their work. Set aside time to research before trying to create new content. 

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ABX International: 4 Ways Account-Based Experiences Can Expand Your Global Reach https://6sense.com/post/abx-international-4-ways-account-based-experiences-can-expand-your-global-reach/ https://6sense.com/post/abx-international-4-ways-account-based-experiences-can-expand-your-global-reach/#respond Fri, 29 Apr 2022 19:27:23 +0000 https://6sense.com/?p=14264 Entering Egypt? Moving into Mongolia? Just approved in Argentina?  When companies expand into new markets, revenue generation becomes more complicated than ever. Countless legal, political, technological, cultural, and economic factors can affect how sellers engage buyers. As a result, most

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Entering Egypt? Moving into Mongolia? Just approved in Argentina? 

When companies expand into new markets, revenue generation becomes more complicated than ever. Countless legal, political, technological, cultural, and economic factors can affect how sellers engage buyers. As a result, most B2B organizations slip into wait-and-see mode, slow-playing GTM plans and stalling outbound marketing activities for fear they’ll get something wrong.

Unfortunately, this hesitancy stunts a company’s ability to:

  • Build territories to help reps hit numbers more quickly
  • Grow sales pipeline aggressively
  • Gain visibility and seize market share

The good news is that a well-built, data-packed account-based approach to marketing and sales can radically improve a company’s global expansion efforts. ABX technologies and strategies offer game-changing market intelligence that empower revenue teams to sidestep common pitfalls and maximize revenue-generation opportunities.

Here are four ways ABX helps your brand fruitfully expand into new geographies: 

Inform Territory Assignments

Businesses rely on multiple data points when determining which markets are expansion-worthy. These usually include demographics and firmographics, competitor involvement, supply chain attributes, legal and compliance dynamics, and economic data. 

ABX data offers additional useful inputs into this decision-making. An accounts-focused company that uses good tech is in a better position to also analyze any select region’s:

  • Proportional effect on your global total addressable market
  • Number of net new accounts worth pursuing
  • Potential pipeline value
  • Comparative strength of intent data 

These data points help leaders avoid subjective biases. They can offer a more empirical approach to assessing the business potential of certain geographies and justifying investments therein.

Deftly Navigate Privacy Laws

It’s no secret that privacy and data protection have become a global concern, and that different countries have devised their own laws to protect users. For instance, many countries have adopted GDPR legislation completely, while others have modeled their own provisions in similar fashion.

Just as it is with any customer-touching technology, it’s absolutely critical to make sure the ABX platform you use can comply with international privacy laws.

Beyond mere compliance, however, it’s helpful to know the benefits that different ABX platforms offer when it comes to engaging buyers and accounts in other channels. 

For example, LinkedIn holds itself as a data controller and consequently has the primary responsibility for complying with GDPR. When individuals join LinkedIn, they expressly agree to terms that include receiving promotional and similar messages. LinkedIn also allows users to tweak their settings so they can opt-out of their info being used in ad targeting. 

These measures can make LinkedIn a more regulatorily favorable venue for marketers than other social platforms or advertising that uses cookies. The platform becomes even more appealing to global sellers because its advertising costs are lower in certain regions.

ABX platforms that offer integrations with LinkedIn ads (like 6sense) empower marketers to focus their spend by only targeting audiences inside the global network who also exist within their database segments.

Speak the Preferred Language(s)

Naturally, language fluency is also integral to a company’s ability to convey powerful in-region messages. This attribute is put to the test when an organization tries to engage new foreign markets at scale, especially those with more than locally spoken language.

It’s not uncommon for an organization’s BDR and SDR staffing and resources to be stretched thin before a given market becomes lucrative. Engaging with audiences in multilingual territories over always-on (and often interactive) digital communication channels poses an especially daunting challenge.

The thing to keep in mind is that this challenge confronts all market entrants — and those that do nothing usually leave room for competitors to win business.

ABX strategies can provide a compelling market edge here, too. Good ABX tech enables sellers to personalize messages at scale and in language through a one-to-some fashion.

For example, display advertising transmitted through 6sense’s custom DSP can detect the language associated with recipients’ browsers. This signals our technology to trigger language-appropriate messages exclusively. For instance, sellers can upload ads in both English and French for the Canadian market and be assured that the appropriate version will reach prospects who might favor one language over another. 

This feature can serve as a powerful screening tool. Businesses serving Luxembourg, for example, could segment accounts by French, German, and Luxembourgish, preferring accounts based on ad engagement and allocating their resources accordingly.

Thread Multinational Buying Teams

In our increasingly Zoom-savvy business world, buying teams are more geographically dispersed than ever. It’s not unusual for members of a buying team to live in five or more unique countries within a continent.

ABX-focused sellers are finding success developing persona maps and then using tactics such as email marketing to nurture these buyers toward a favorable consensus. Orchestration becomes key here, as the task of speaking to different personas’ business needs and interests — much less their preferences pertaining to country and culture — is otherwise too burdensome. 

By letting technology juggle these factors, revenue-minded organizations can:

  • Minimize logistical delays and debacles
  • Systematically contact audiences at preferred times 
  • Simultaneously work more opportunities

Essentially, they can traverse multinational deals with aplomb and have greater assurance that the buyers who choose their products or services will do so more successfully because they began with greater understanding and buy-in.

Conclusion

No matter the territory, a revenue team’s goals are the same: to find buyers, advance their interest levels, and not miss opportunities. Identifying new buyers, wherever they may be, is important because it informs a multitude of more specific GTM decisions. 

Performant ABX programs flourish with this fundamental need and then can inform many other international RevOps decisions along the process of evaluating, entering, and energizing new market territories.

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The Future of B2B Email Marketing in the Era of Conversational Content https://6sense.com/post/the-future-of-b2b-email-marketing-in-the-era-of-conversational-content/ https://6sense.com/post/the-future-of-b2b-email-marketing-in-the-era-of-conversational-content/#respond Fri, 29 Apr 2022 19:13:59 +0000 https://6sense.com/?p=14262 Customers crave interactions that feel natural, personal, and human. While 71% of consumers expect a personalized experience, 70% of companies lack a personalized approach at scale. But can bridge this gap by helping companies enhance their email marketing programs. Let's

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Customers crave interactions that feel natural, personal, and human. While 71% of consumers expect a personalized experience, 70% of companies lack a personalized approach at scale. But can bridge this gap by helping companies enhance their email marketing programs.

Let’s take a closer look at how an AI-assisted approach to email can boost the performance of the revenue team.

Spot Neglected Opportunities 

AI can monitor lead activity throughout your pipeline — as well as inactivity. When BDRs are busy, it’s common for some opportunities to take a backseat. 

AI-powered email applications can help : 

  • Spot opportunities that have fallen through the cracks
  • Use SLAs to reassign the opportunity to another BDR
  • Allow the AI to automatically respond via email and begin nurturing and qualifying the customer 

By making sure all leads are being worked, AI can help boost revenue for the entire organization.

Have Faster Response Times

The longer it takes you to reach a customer, the less likely they are to respond or to buy. 

AI-driven B2B email can: 

  • Rapidly respond to customer inquiries
  • Handle initial qualification questions
  • Book follow-up calls or appointments

And it can do all of it without human intervention. This allows your revenue team to stay focused on building high-touch relationships with your best prospects — without worrying that time spent at the bottom of the pipeline may be creating dysfunction at the top. 

Optimize Subject Lines

B2B email marketing tools with AI use natural language processing (NLP) to perform a sophisticated analysis that predicts how customers will react to different subject lines. 

64% of consumers decide to open an email based on subject lines alone. So leveraging the power of AI and machine learning for your email marketing strategy can be a game-changer.

Optimize Email Send Times

AI can study past customer behavior and interactions to determine when buyers are most likely to engage with your content. This ensures that your messages are hitting their inboxes at the right time and maximizes the chances of engagement.

Personalize Messages at Scale

AI-driven email can tap into your CRM and CDP platforms to send hyper-targeted content that resonates with each individual, too. 

For instance, just because Ari and Julia are both VPs of Sales for growing mid-sized companies, they are not the same person. Their needs and interests can be radically different. 

An AI can tap into intent signals to understand which solutions they have been searching for, and then generate content tailored to their needs. This type of personalization can be painstaking if a human is trying to communicate with hundreds or thousands of accounts — but for an AI, it’s easy.

Smarter Segmentation

Separating your email list into audience segments is a great way to improve your messaging by delivering more relevant content, but traditional segmentation has some major limitations.

B2B buying teams often spend months researching before entering into a new partnership or vendor agreement. And as their search unfolds, it’s common for their research to evolve to include new keywords, different competitors, and different solutions. 

By using AI to monitor buying intent of your accounts, and pairing your AI with an integrated CDP, you can create a real-time picture of your customers and dynamically evolve your audience segments. This allows you to create incredibly personalized and up-to-date email campaigns.

Use Content Blocks

Content blocks are a great way to provide relevant, targeted content to your subscribers. By including content blocks in your emails, you can easily swap out information that is not relevant to the recipient, ensuring that each message is highly personalized. 

Using dynamic content based on buyer personas can keep your messages fresh and engaging while also providing valuable information for driving conversions. By providing an interactive, targeted and relevant experience, you can guide customers through the buyer’s journey and turn them into loyal advocates for your brand.

How to Make the Best Use of AI-Generated Content for Your Campaigns

If you’re looking to take your email marketing to the next level, 6sense can help. We offer a robust, AI-driven platform that makes it easy to create and send personalized email content at scale. 

6sense leverages AI to assess past customer interactions and predict future behavior, providing valuable insights that can be used to drive conversions. Book a demo today to learn more about how 6sense can help you create and deliver exceptional email content for your B2B email marketing campaigns.

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Here’s How Manufacturers Can Dramatically Improve Digital Ad Campaign Performance https://6sense.com/post/heres-how-manufacturers-can-dramatically-improve-digital-ad-campaign-performance/ https://6sense.com/post/heres-how-manufacturers-can-dramatically-improve-digital-ad-campaign-performance/#respond Fri, 29 Apr 2022 19:08:10 +0000 https://6sense.com/?p=14260 Manufacturers, like most companies, use advertising to increase brand awareness, generate leads, and engage with customers. And while the manufacturing industry is traditionally known for its relationship-based approach to sales, advertising can make a huge impact on its revenue efforts.

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Manufacturers, like most companies, use advertising to increase brand awareness, generate leads, and engage with customers. And while the manufacturing industry is traditionally known for its relationship-based approach to sales, advertising can make a huge impact on its revenue efforts.

Unfortunately, simply running campaigns without the right strategy, tools, and optimization of resources won’t lead to increased leads or revenue. Your business needs to be efficient when launching campaigns, otherwise you’ll miss out on potential sales and waste money advertising in the wrong places — and to the wrong people.

Manufacturers spend most of their budgets on things other than marketing: product development, sales, operations, and logistics. In fact, on average, manufacturers spend less than 7% of their budget on marketing.

That means marketing spend is hard to come by for manufacturers, and the precious dollars allocated to campaigns need to be deployed effectively to make a real impact.

Let’s take a look at the challenges manufacturers experience with advertising, and how you can improve your campaigns to see better results. 

Advertising Is Important, but Comes with Challenges

Advertising is a tried-and-true method for building awareness of your business, and hopefully making an impact on your potential buyers. 

According to Hubspot, 68% of marketers deem paid advertising as “very important” or “extremely important” to their overall marketing strategy. However, manufacturers must overcome critical advertising-related obstacles such as:

  • Overall cost: Advertising can get expensive and requires a set budget. 
  • Identifying the audience: Are you speaking to the right buying personas?
  • Finding the right channel: Ads must actually show up where your ideal buyers spend their time.
  • Nailing the message: Is the ad your buyers are seeing actually resonating with them?

The secret to effective — and efficient — advertising for manufacturers is to be laser-accurate with your campaigns. We’d all like to think we’re like Mad Men’s Don Draper and can effortlessly sell anything to anyone, but you need more information to launch a killer ad campaign these days.

Know Your Buyers — and Speak Their Language

Creating resonant advertising campaigns requires knowing who your buyers are and what messages they want to see. The days of indiscriminately placing ads on industry websites and publications are out. Uncovering who your buyers are and what they deeply care about is in.

Determining with precise accuracy what buyers care about is harder that it sounds, though. That’s because most of the online research your buyers conduct takes place anonymously — and far from your marketing and sales teams’ eyes — on third-party websites such as industry publications, social networks, blogs, message boards, and more.

Put another way: Since buyers aren’t filling out your “contact us” website forms, you probably don’t know exactly what challenges they’re facing, which products or services they’re interested in, or how to best communicate with them.

But world-class AI-powered account engagement platforms flip the script on this historical challenge. They can illuminate this anonymous buyer activity and map it to specific accounts and buyers, uncovering:

  • The topics your buyers are researching
  • The products they’re most interested in
  • The competitive solutions your buyers are researching

Suddenly, your revenue team is armed with a complete picture of your ideal buyer and what they’re actually interested in. Now you can start crafting the perfect advertising messages and creative to resonate with them. And after that, it’s time to deploy those campaigns.

Serve Ads In the Right Place, At the Right Time

One of the difficulties in running ads is not knowing if you’ll reach your buyer at the right time. Even if you know exactly who you’re targeting, they might not be in a buying cycle.

But the good news is that you can also uncover which of your target accounts and buyers are actually in-market for your products or services. You can use the intent data we discussed earlier, as well as historical data about your deals, to generate a clear picture of what your buyers look like when they’re getting ready to buy.

With this data, you now:

  • Know who your buyers are
  • What interests them
  • Which of them are actually looking to buy, and
  • How engaged your key personas are with your brand

All that’s left is to distribute your ads through the right channels to reach them where they are. 

An AI-powered platform like 6sense helps you create and distribute efficient advertising campaigns by giving you the power to:

  • Create dynamic segments of your target audience to serve display and retargeting ads
  • Serve ads to target accounts with banner, HTML 5, dynamic, video, or native ads
  • Easily create cost-effective dynamic ad campaigns in LinkedIn and Facebook that are optimized for engagement

When you use a platform designed to discover your ideal buyer, reveal their buying intent, alert you when they’re showing interest, and make it easy to create advertising campaigns, you start to feel like you have a big advertising agency on your side.

Get Real Results with an Efficient and Effective Advertising Strategy

To understand the results your organization could see by following this approach with your advertising, take a look at the results manufacturing company Faro Technologies Inc. generated when its revenue team leveraged 6sense:

At the end of June 2021, [the team] started using 6sense to transform their digital advertising strategy. With 6sense’s intent data and predictions, [Faro Technologies Inc.] was able to more accurately target key accounts that were identified as in-market with the right messaging at the right time. This new, targeted approach netted big results: in the first month, engagement soared to 5.32x what it had previously been.

When you can hyper-target your advertising, it becomes incredibly effective and reduces the overall costs you have to devote to your efforts.

You don’t need to plaster your brand all over Times Square and hope your ideal buyer is walking by anymore. Now you can know exactly who they are, what they care about when they want to buy, and serve them the perfect ad at the right time.

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9 Change Management Principles for a Successful Technology Implementation https://6sense.com/post/9-change-management-principles-for-a-successful-technology-implementation/ https://6sense.com/post/9-change-management-principles-for-a-successful-technology-implementation/#respond Fri, 29 Apr 2022 16:09:50 +0000 https://6sense.com/?p=14256 Let’s face it: technology implementations don’t always go to plan. In fact, McKinsey recently found that 25% to 40% of tech programs exceeded their budgets or schedules by more than 50%. So what’s the difference between a seamless implementation and

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Let’s face it: technology implementations don’t always go to plan. In fact, McKinsey recently found that 25% to 40% of tech programs exceeded their budgets or schedules by more than 50%.

So what’s the difference between a seamless implementation and one that misses the mark? 

Often, it’s effective change management

To help your team get up and running sooner (and avoid needless effort and costs), we’ve summarized nine key change management principles we’ve seen our customers use in successful implementations. 

Principle 1: Create Urgency

Start with why. Why should your people really care about the technology you’re implementing?

Create a sense of urgency and get your colleagues on board by sharing the stakes. For instance, there are always winners and losers. Explain how this implementation will keep your company on the winning side of your competitors. (And the risks if you do nothing.)

Do you want to keep relying on outdated and ineffective MQLs? Or join the RevTech revolutionaries printing pipeline by targeting the right accounts, with the right message, at the right time? Spell it out to drive change faster.

Principle 2: Get Visible Executive Sponsorship

Projects can stall at the get-go without buy-in and alignment from your C-suite. 

We know B2B businesses buy as groups. It also takes a village to launch a successful revenue strategy. It starts at the top, so getting leaders on board from sales, marketing, and revenue operations is essential.

The quickest way to get exec buy-in? Proof points and numbers. Our Value Analysis Calculator is a great example of giving you the ammo you need to convince leaders of the value for a new tech implementation. 

Principle 3: Set Measurable Goals

A set of measurable goals act as guide posts along your path to a successful project. 

But what metrics should you measure? Our All-in-One Guide to Account-Based Metrics That Matter provides excellent examples.

Your goals should cover both real-time value and longer term ROI. Share what your peers in the community have achieved and show how you can replicate that success. 

 4: Launch on the Right Foot

Get off to a flying start by creating a project launch outline with your 30/60/90 day plan. Clearly communicate each stage of the launch, alongside outcomes, goals, and a timeline for deliverables. 

Make sure everyone has the chance to attend training (1:1, group session, academy), and open up a clear line of communication — both internally and with external vendors.

Principle 5: Put Culture First

The role of company culture is easily overlooked within the context of implementations, but it’s the basis of successful ones. New tech and processes give you the foundation, but they’re enablers. It’s your people who decide if a program is successful.

As our CMO Latane says, you gotta wanna, so put your users at the center of your implementation. 

Pre-empt their natural resistance to change by addressing fears upfront and breaking up projects into easily manageable tasks. Showcase the benefits they (and the business) will get from a new way of working — whether it’s doubling deal sizes, or dramatically boosting conversions.

Principle 6: Build Advocates and Champions

Use people’s ambition to propel your project.

Do you have eager junior team members pushing for career growth opportunities? Or a team member that’s already familiar with the tech you’re implementing? Make them the go-to for quick internal questions. 

Build momentum and grow advocacy by sharing wins in huddles, Slack, and management meetings. 

Principle 7: Provide a Feedback Loop

You’ll have noticed the people are a common thread in these principles. But it’s not just about getting your people on board; you have to seek their opinion too.

After all, when employees feel heard, they’re 4.6 times more likely to feel empowered to do their best work. So offer a continuous feedback loop for your teams. 

This also gives you qualitative data on how your implementation is going and quickly uncovers areas where you need to pivot, or provide extra support.

Principle 8: Take Advantage of Your Partner’s Expertise

Don’t be shy about getting your money’s worth. Encourage your people to take advantage of your implementor’s expertise:

Principle 9: Know What ‘Done’ Looks Like

We all want continuous improvement. But with no endpoint, projects can meander. Having a final goal helps hold off change fatigue and keeps your people motivated.

Plus, once you reach the finishing line you can celebrate, refocus, and set new goals for whatever’s next.

Want to see how envelope-pushing companies like yours are thriving with 6sense? Check out our latest customer stories here.

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Not Just for Marketing: The Value of ABX https://6sense.com/post/not-just-for-marketing-the-value-of-abx-2/ https://6sense.com/post/not-just-for-marketing-the-value-of-abx-2/#respond Fri, 29 Apr 2022 03:40:07 +0000 https://6sense.com/?p=14251 The post Not Just for Marketing: The Value of ABX appeared first on 6sense.

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CMO Coffee Talk ‘Aha! Moment’: 7 Reasons Your BDRs Aren’t Making Quota https://6sense.com/post/cmo-coffee-talk-aha-moment-7-reasons-your-bdrs-arent-making-quota/ https://6sense.com/post/cmo-coffee-talk-aha-moment-7-reasons-your-bdrs-arent-making-quota/#respond Fri, 29 Apr 2022 02:35:56 +0000 https://6sense.com/?p=14248 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


The role of sales development continues to expand and evolve, as companies exponentially grow the number of sales professionals focused on lead development and appointment-setting capacities. 

Simple job, right? Find the right audience, identify those with need, and get them interested in learning more. 

Of course reality isn’t nearly that simple, as we found during a recent CMO Coffee Talk conversation. We discussed how companies continue to hire aggressively, throw people at a phone and a list, and then wonder why they aren’t hitting their number. 

If you’re managing a sales development or business development representative (BDR) team, take a peek at these seven symptoms we identified during our chat that can drag down your results. 

They Lack Discipline

Sales development is a difficult job. It requires a high volume of activity that can typically only be consistently achieved by staying focused on execution for long stretches of time.

This takes discipline and a set of productivity/efficiency skills that most BDRs aren’t naturally equipped with. This training alone — helping your reps hone the ability to focus and execute — can significantly increase their capacity and results. 

They Don’t Understand Your Customers or Their Industries 

Sales training too often focuses on product knowledge at the expense of customer and industry knowledge.

Do your reps know who they’re speaking to? Do they know their language, their slang, their acronyms?  Do they understand the calendar cycles of their industries in ways that empower them to speak credibly, build rapport, and continue the conversation? 

Their Lists Suck 

Lists always suck. There is no perfect list. But all too often, BDRs are given lists that marketing says are fine, but in reality cause a dramatic drop in their productivity. These lists may appear fine when used to send email, because the resulting response metrics look “fine.”

But if you require an individual rep to call each and every prospect, they’ll end up wasting time with a high volume of prospects that don’t exist, are the wrong buyer, or take five times too long to reach simply because the data hasn’t been updated recently. 

Their Pitch Sucks 

Left to their own devices (and far too many BDRs are), and in a vacuum of customer/industry understanding, your reps will create a pitch that is product-centric.

These kinds of pitches confuse prospects because they’re delivered out of context. They’re also often delivered in the midst of a crazy-busy day that offers no wiggle room to interpret something new that isn’t easy to understand.

Great pitches aren’t about products. They’re about people and products. 

They Lack Motivation 

Generating motivation among BDRs can be simple. It can be $20 in beer money on a Friday afternoon, or recognition in front of their peers. Little things can jump-start behavior that create habits and, ultimately, big results.

If you think team motivation is, “Well, they have a job and our comp plan is solid,” you’re missing an opportunity to drive greater productivity, retention, and loyalty. 

They’re Pushing Prospects Too Far, Too Fast 

“Thanks for downloading our white paper, would you like to see a demo?”

Uh, no thanks. You can’t ask prospects to take you home on the first date. If your primary metric across the sales development team is demo appointments, you’re probably moving too fast for your prospects.

Appointments are fine, but they should be positioned based on the prospect’s needs — not your product pitch. 

They Lack Empathy and Customer Understanding 

Empathy requires training and practice. And it takes listening to those who came before you and to the shifting needs of the prospects you’re speaking with every day. BDRs who care more about their prospects than they do about their products consistently perform better.

Even over the phone, prospects can hear this empathy and understanding, and respond positively to it. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meetup (which is just around the corner!), we’re focused on agency management best practices.

How are you measuring impact and performance? What intangibles should you look for during the search process? And what are some early warning signs that things just aren’t working out? You don’t want to miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing!) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership. 

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Not Just for Marketing: How ABX Generates Value for Every Stakeholder on Your Revenue Team https://6sense.com/post/not-just-for-marketing-the-value-of-abx/ https://6sense.com/post/not-just-for-marketing-the-value-of-abx/#respond Thu, 28 Apr 2022 16:14:04 +0000 https://6sense.com/?p=14239 "Account-based marketing" is something of a misnomer. It implies that it’s an approach reserved excusively for marketing. In fact, other divisions within a revenue often assume that ABM has nothing to do with them. But this misunderstanding limits the vision

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“Account-based marketing” is something of a misnomer. It implies that it’s an approach reserved excusively for marketing. In fact, other divisions within a revenue often assume that ABM has nothing to do with them. But this misunderstanding limits the vision of how sales, lead gen, and other departments stand to gain from an account-based approach, too. 

If you’re trying to convince your company’s leaders that a move to an account-based experience (ABX) is right for your organization — or if you’re a leader in need of convincing — we’re here to break down the value of ABX for nearly every stakeholder on the revenue team.

ABX for Marketing Leaders

CMOs have the shortest tenure among the C-Suite. In 2016, the average CMO tenure was 4.1 years. In 2020, that had dropped to just 3.5 years. And in the tech sector, it’s even shorter, with the average tenure lasting just three years. 

What’s going on here? The important role CMOs play in driving business outcomes is frequently overlooked or misunderstood. A lot of this is because marketing and sales don’t speak the same language. 

Instead of focusing on the total number of MQLs, an account-based approach focuses on how marketing drives sales opportunities and grows pipeline value – the very things that matter most to the organization at large. 

ABX also gets marketing and sales on the same page, working the same accounts, and looking at the same metrics. This makes it easier for an organization to recognize marketing’s worth, since its activities are tied more directly to bottom-line results.

ABX for Sales Leaders

We know the truth: Sales hates MQLs. That’s because MQLs often offer no useful information about lead quality.

Sales focus on the bottom line: How can we hit our goals? And how can we hit them faster? Sales teams spend lots of time sifting through MQLs, looking for the qualified buyers — and that’s time they’d rather spend selling.

ABX pulls markers’ obsessive focus away from the dreaded MQLs and gets them involved during earlier stages of the buyer’s journey. Armed with the right tech stack and strategies, marketing can handle more of the qualification work so sales reps can spend their time working with likely buyers. 

A key feature of ABX is understanding which accounts are likely to close, and when. When marketing hands off market-qualified opportunities to sales, the chances for success are much higher. 

According to the 80/20 rule, 80% of your revenue comes from just 20% of your customers. Identifying and zeroing in on that 20% helps sales generate bigger wins with shorter sales cycles.

ABX for Lead Generation

Traditional lead-gen marketing forces revenue teams to make educated guesses about customers’ needs, engage prospects in the broadest way possible, and hope your efforts generate some buyer engagmment. Sometimes the leads are good. 

Most times, they’re not. In contrast, an account-based approach to lead gen is far more precise especially if you combine your approach with AI-driven intelligence that reveals which accounts are ready to buy. 6sense Revenue AI can help you see deeper into the account activity. You can understand the persona of each member of the buying team, know where they are in the buyers’ journey, and even get insights into their main interests and concerns. 

This kind of intel empowers you to focus on the customer perspective and run plays that are so targeted, they feel bespoke. It’s the kind of customer experience that lets buyers know you understand their unique challenges… and are uniquely positioned to solve them. 

Your plays will be reaching people when they are ready to take action. ABX is all about getting the right message to the right audience at the right time. And you’ll have the metrics to prove it, too, since an ABX approach has all departments aligned and working with the same data and analytics. 

ABX for Revenue Operations

Having every part of the revenue team looking at the same datasets and dashboards simplifies revenue operations and helps keep everyone in sync and focused on hitting revenue targets.

Too often, marketing ops is supporting an infrastructure built to deal with MQLs, while sales ops is supporting sales and creating strong partner relationships. You end up with two different operations teams, two different technology ecosystems, and two wildly different sets of data, analytics, and metrics. That’s how you end up with marketing and sales fighting to prove they played the bigger role in getting a customer to closed-won.

Centralizing your operations and giving the entire revenue team one source of truth for data and metrics can help stop the marketing-sales rivalry and get everyone rallying around the same goals: building pipeline and closing sales.

Conclusion

The account-based mindset isn’t just for marketing. Sales, lead gen, and operations have something to gain from an account-based approach – as does an organization at large. ABX sets companies up for predictable, sustainable pipeline growth, and this is especially true when they use solutions designed to bring revenue teams together.

Discover how the 6sense platform can support your revenue team, or browse our Resource Library to learn more about ABX.

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B2B Sales Response Time Is Critical — Here’s How to Use Automation to Speed It Up https://6sense.com/post/b2b-sales-response-time-is-critical-heres-how-to-use-automation-to-speed-it-up/ https://6sense.com/post/b2b-sales-response-time-is-critical-heres-how-to-use-automation-to-speed-it-up/#respond Thu, 28 Apr 2022 15:56:32 +0000 https://6sense.com/?p=14235 In the business world, B2B sales response time is critical for success. The faster you can respond to an inquiry, the more likely you are to convert a lead.  According to a study by Lead Response Management, you are 21x

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In the business world, B2B sales response time is critical for success. The faster you can respond to an inquiry, the more likely you are to convert a lead. 

According to a study by Lead Response Management, you are 21x more likely to qualify a lead with a fast response time instead of waiting for over 30 minutes. With such a short window to make an impression, you could miss out on valuable sales opportunities if you’re not quick to respond. 

This is where automation comes in.

Automation can help by sending out emails and texts quickly and efficiently, or even scheduling meetings on your behalf. You can also use AI-driven automation to track a potential customer’s buyer journey and notify you when they are beginning to seriously consider making a purchase. 

4 Speed-to-Lead Statistics

When a prospect demonstrates purchase intent — either by filling out a form on your site or by conducting other online research that indicates serious interest — it’s critical to act fast. The goal of sales teams is to reach out and connect as quickly as possible. 

Unfortunately, as every moment ticks by, the likelihood of making contact and closing the sale decreases. In the case of inbound, the odds of qualifying a lead drop by 80% after just five minutes

1. Responding to Potential Leads Within One Minute Increases Conversions by 391%

According to a survey by Velocify, lead response time is the No. 1 predictor of conversion success. Reaching out to a lead within one minute after inquiry increases conversions by 391%! Waiting for an additional minute drops the odds of conversion to 120%, and waiting for an hour drops it to a meager 36%. 

With many other tasks on your sales team’s plate, it can be difficult to respond that quickly. Automation can reduce this wait time to zero.

Next level solution: Many revenue teams rely on generic automated messages to welcome new leads, but by incorporating AI into your tech stack, you can welcome prospects with personalized messages tailored to their interests, company characteristics, job role, and stage in the buyer journey. 

2. A Staggering 78% of B2B Customers Buy From the First Vendor to Respond

Speed-to-lead also directly impacts revenue. According to Lead Connect, a staggering 78% of B2B customers purchase from the vendor that responds first, regardless of whether they were the vendor they originally contacted. 

Most times, the first vendor to engage with a lead has the opportunity to shape their perception of the product and company. Being first also gives you the chance to build rapport and establish trust, two important factors in the B2B purchasing decision.

Next level solution: AI-driven account-based marketing and sales software can give you an even bigger advantage over competitors.

Traditionally, marketing and sales teams have defined “leads” as the people who fill out a form and share their contact information. The reality, though, is that potential customers do significant online research long before they fill out a form — if they ever bother to fill out a form.

These potential customers are in what 6sense calls The Dark Funnel™. They anonymously leave “digital breadcrumbs” all over the internet, providing clues about their readiness to buy – as well as the terms they are searching and competitors they may be researching. 

6sense gathers these digital breadcrumbs and uses them to identify accounts that are in-market and which accounts are extremely likely to buy. The first group becomes the focus of marketing efforts; the latter group becomes the focus of direct sales outreach.

Armed with this intel, there’s no need for you to wait for a potential customer to fill out a form. You can reach out to them based on their intent signals—and set the agenda by being the first to speak with the customer.    

3. Only 27% of Leads Are Ever Contacted

Despite the importance of speed-to-lead, many businesses fail to connect with most of their leads. According to Forbes, sales reps only contact 27% of leads. Even fewer leads receive contact within the critical first five minutes. 

This is because sales teams are overwhelmed with leads. They don’t have the capacity to follow up with all of them. Often, they are overwhelmed with  error-prone manual data processing tasks. Leveraging automation can help sales teams keep track of all their leads and connect with them on time. 

CRMs like Salesforce, HubSpot, and Microsoft Dynamics help teams stay organized and keep track of which leads have not yet been reached. 

Next level solution: 6sense Revenue AI is designed to help marketing and sales teams stay focused on the tasks that are most likely to lead to revenue growth. But sometimes tasks — and great prospects — fall through the cracks.

That’s why 6sense is rolling out our new Conversational Email capability, which uses AI to look for prospects that may not have received attention, and then initiates conversations based on everything known about that potential customer. Once the customer responds, this technology can handle qualification and even schedule a call with BDRs.   

4. Slow B2B Sales Response Time Leads to a 15% Customer Churn Increase

The cost of poor lead management doesn’t just stop at missed opportunities. It can also result in increased customer churn. Poor response times can lead to a 15% increase in churn, damaging your bottom line. 

Making your customers wait for a response is a surefire way to alienate them…. which can push them into the open arms of your competition. This affects your entire sales funnel, as frustrated customers are less likely to convert and more likely to churn.

Next level solution: You can use a Customer Data Platform to keep track of existing customers, stay on top of communications, and get alerted when a customer is coming up for renewal or researching competitors.

Responding quickly when a customer has issues is basic, but customers don’t always tell you when they are unhappy. Sometimes, they just walk away. With AI-powered listening, you can spot potential trouble and proactively rescue customer relationships.

Automate Your B2B Sales Response Time With 6sense

6sense is a leading account-based orchestration platform that helps sales and marketing teams close more deals by spotting potential customers long before they ever fill out a form. We integrate with other leading revenue tools to orchestrate and personalize campaigns to engage potential customers. 

If you’re looking to speed up your B2B sales response time and close more deals, schedule a demo of our platform.

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Next Level Creative: How to Do What AI Can’t (Yet) – Write Killer Sales and Marketing Stories https://6sense.com/post/how-to-do-what-ai-cant-yet-write-killer-sales-and-marketing-stories/ https://6sense.com/post/how-to-do-what-ai-cant-yet-write-killer-sales-and-marketing-stories/#respond Thu, 28 Apr 2022 15:47:34 +0000 https://6sense.com/?p=14234 Editor’s Note: Next Level Creative is a blog series that explores the artistic side of B2B content creation. We offer ways to level-up your marketing by unpacking the attributes of great storytelling across different media and channels. We love AI,

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Editor’s Note: Next Level Creative is a blog series that explores the artistic side of B2B content creation. We offer ways to level-up your marketing by unpacking the attributes of great storytelling across different media and channels.


We love AI, don’t get us wrong. But there’s been a lot of talk lately about AI and machine learning mastering the written word, and some experts are predicting a future where human content writers are obsolete and on the breadline.   

Advances in AI-generated content are exciting, and it can relieve some of the burden writers face in generating simple top-of-funnel content or responding to business emails. Still, we’re certain our jobs are future-proof, and here’s why. 

A past Next Level Creative article touched on the importance of content that’s relevant and resonates with readers. Fed the right keywords, AI can generate relevant copy, but it’s missing the human element needed to craft content that makes people feel something. It simply can’t compete with the thousands of years of experience humans have with storytelling.

Because each brand has its own voice, core values, and other elements to consider, there is no plug-and-play formula for writing powerful sales and marketing stories. There are, however, tried and true frameworks for crafting narratives both large and small that resonate with customers.

Here’s how you can apply these frameworks to your sales and marketing storytelling.

For Brand-Based Narratives

At 6sense, we find inspiration in Andy Rankin’s framework when it comes to telling our company story and communicating what our brand stands for. This is our interpretation of it:

The Big Trend

“The Big Trend” is the undeniable shift in your customers’ world that creates big stakes and an urgency for change. This will vary based on your industry as well as your customers’, but in the case of 6sense, it’s the trends towards account-based everything, and developments in big data and AI leading to the potential for unprecedented insights into buyer behavior.

Naming the Enemy

“The Enemy” you identify is your customers’ challenges — not problems —they face due to the major shift you pointed out. Why challenges and not problems? A problem suggests your customers have done something wrong, which they haven’t. They just have yet to adapt to the changes, and may not even be aware they need to adapt until you point it out.

For future 6sense customers, the main challenge revolves around the increasing anonymity of online research combined with the demand for personalized marketing campaigns. That’s a confounding combination unless you have some magic up your sleeve!

The Promised Land

It might be tempting to reassure your customers that you have the ultimate solution to help them face their challenges, but resist it for now. Instead, offer them a vision of “The Promised Land,” or what it’ll look like once they’ve successfully made the changes needed to overcome their challenges.

At 6sense, we sum up the Promised Land in the phrase, “Know Everything So You Can Do Anything.” 

Capabilities Are Key

Now your customers understand their situation. They know there’s been a change, they know what’s at stake if they don’t adapt, and they know what they have to gain if they do. With that context in place, describe how your solution’s capabilities will lead them to “The Promised Land.”

The Proof

Present evidence of your solution’s ability to deliver a “happily ever after” ending. This could be in the form of stats and metrics, but customer success stories often have a greater impact. It’s easier for a reader to connect with an example of how someone else in their position found success than it is to connect with numbers alone.

For Persona-Based Narratives

The framework above works well for telling great stories with a broader narrative. But there’s another framework for telling stories meant for a specific audience, which is ideal for an account-based approach to content creation.

It’s based on Donald Miller’s book Building a Story Brand, and it follows a familiar plot that your customers have experienced with countless books, movies, and myths — but now they get to be the hero of the story.

The Character

Every story starts with a hero, which in this case is your customer. This is where a deep understanding of personas is critical, because your reader needs to see themselves in the story. Set the stage by demonstrating you understand what their role looks like, what they’re most passionate about, and what their objectives are.

The Villain

Every hero needs a villain. For your customers, that villain could be a few things: the obstacles that make their jobs frustrating, the things they stand to lose if they don’t overcome them, and — sometimes most importantly — the fear and insecurities they feel over facing those obstacles.  

The Guide

Remember, your customers don’t need a hero, they are the hero. But every hero needs a guide, and this is where you come in.

You can’t face the villain for them — you can’t instantly make their job easier, land them more sales, etc. But you can empathize with their situation, and show them the path to victory.  And like Obi-Wan handing Luke a lightsaber and teaching him about The Force, your solution is part of that path.

The Call to Action

Once you’ve established yourself as a worthy guide, end with a clear call to action. This lets your customers continue their story in the next chapter, so to speak. 

It doesn’t have to be a “Buy Now” button or a demo sign-up form. A link to a customer story, related article or ebook, or resource library can also move your hero along their journey. 

Conclusion

AI can do a lot of amazing things to help B2B sales and marketing, like predict pipeline, uncover hidden buyer intent signals, or help craft emails. But it can’t understand the elements of a good story. As B2B content creators that happen to be human, we have that advantage. 

And as marketers who work with an account-based mindset, we have another advantage, too. We have a rich understanding of who our customers are. We know what drives them, we know what frustrates them, and we know that behind every title like CMO, Head of Sales, or Manager of Rev Ops is a hero with a story that’s just waiting to be told.

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6 Stats About AI and How It’s Powering the Growth of B2B Sales https://6sense.com/post/6-stats-about-ai-and-how-its-powering-the-growth-of-b2b-sales/ https://6sense.com/post/6-stats-about-ai-and-how-its-powering-the-growth-of-b2b-sales/#respond Wed, 27 Apr 2022 21:25:33 +0000 https://6sense.com/?p=14231 In the world of B2B marketing and selling, everyone knows that artificial intelligence does an absolutely amazing job at: Analyzing and identifying patterns from seasonal buyer trends to personal style preferences Managing personalized marketing campaigns Minimizing the time revenue teams

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In the world of B2B marketing and selling, everyone knows that artificial intelligence does an absolutely amazing job at:

  • Analyzing and identifying patterns from seasonal buyer trends to personal style preferences
  • Managing personalized marketing campaigns
  • Minimizing the time revenue teams spend “turning the lever” on routine outreach, analysis, and account-based marketing (ABM) tasks

But what you might not know is that the number of B2B organizations using AI in their outreach is growing by the minute. Keep reading to learn more about AI adoption rates, the ROI that AI can help generate, and how it’s being used as a powerful tool in B2B sales growth. 

1. 75% of B2B Sales Orgs Will Use Both AI and Traditional Sales Solutions by 2025

Last year, Gartner revealed that B2B organizations are already adapting to the need for hybrid AI/human selling solutions. 

Gartner sees a strong move to what it calls “AI-guided” selling, where humans learn to interpret the customer and lead data that’s been collected and analyzed by AI. Humans can then take the best selling actions (which are recommended by the AI), or initiate an automated campaign run by the AI.

AI-guided selling strategies include:

  • Tailoring content to optimize user engagement
  • Personalizing messages and dashboard displays
  • Indicating account trends that may prompt sales representatives to respond to with direct-contact strategies

AI can handle many of the routine elements of ABM and B2B sales. It also provides actionable insights for sales professionals who provide the human connection when it’s time to touch base or close a sale with a well-nurtured lead.

2. 87% of Current AI-Using Businesses Plan to Use AI for Sales Forecasting

According to Techsur, nearly 90% of businesses that use AI have specific plants to implement it for sales forecasting. Among the first sales applications of AI was sales-trend forecasting, or predicting which products required increased inventory before certain seasons and holidays. These days, B2B sales teams use AI predictive analytics to: 

  • Determine likely sales volumes
  • Identify which products are likely to be in demand based on known circumstances
  • Identify which leads or return customers are likely to convert 

When it comes to meeting your quota and predicting the needs of your customers, AI-directed sales can seriously power your sales accomplishments and provide a clear direction for sales growth.

3. Most AI Adopters Experience a 30% to 50% Economic Benefit

According to a recent Deliotte survey, nearly 85% of companies adopt AI experience significant economic benefits. The study reported that AI applications in the sales department alone can increase revenue, streamline time and effort, and decrease overhead. 

So what does Deloitte mean by “significant economic benefit”?

These companies report a 30% to 50% increase in either savings, sales, or both to provide net financial gain. AI can cut the need for overtime and even reduce the number of marketing SaaS platforms required to efficiently automate your campaigns and ABM management. 

At the same time, AI allows your team to focus on those actions and campaigns that will make the most impact and achieve the the best results for selling.

4. Marketing AI Use Soars in Two Years, From 29% in 2018 to 84% in 2020

AI has become increasingly popular among marketing teams, both in consumer-facing and B2B applications. In 2018, only 29% of marketing teams had begun to use AI automation. The Salesforce State of Marketing Report found that this percentage grew by nearly 200% just two years later.

This means that more than four out of five Salesforce-surveyed businesses are using some form of advanced marketing automation and/or AI-guided sales. 6sense offers deep integration with Salesforce, HubSpot, and Microsoft Dynamics to make it easier for teams to bring AI into their existing platforms.

5. AI Drives the Highest Revenue Growth When Applied To…

McKinsey surveyed customers about their use of AI and found certain sectors where AI provides the greatest impact on revenue. Some of the best use cases include:

  • Optimizing inventory 
  • Honing your pricing and promotion strategies
  • Analyzing customer service
  • Enhancing sales strategies
  • Predicting demand trends

6. AI Can Help Businesses Automate 69% of Their Data Processing

How much time does your sales team currently spend buried in data processing? Sales may focus on people, but B2B sales teams handle a great deal of data, which could be streamlined to their benefit. 

A different McKinsey survey found that AI can significantly reduce the amount of time and work put into data processing by any team. Nearly 70% of your data processing — including sharing, manipulating, preparing, and distributing data — could be handled by an AI with consistent accuracy and lightning speed.

Ready to Enter the World of Revenue AI?

6sense’s platform brings AI power to the entire revenue team by capturing data about potential accounts, gathering intelligence about their activities, and then using that real-time information to power advanced marketing and laser-focused sales efforts. Sign up for a demo or dig into some of our customer stories to learn more.

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Applying Product-Led Growth to Your Organization https://6sense.com/post/applying-product-led-growth-to-your-organization/ https://6sense.com/post/applying-product-led-growth-to-your-organization/#respond Wed, 27 Apr 2022 21:17:36 +0000 https://6sense.com/?p=14229 If you have a killer product that's easy for customers to adopt, then your company can benefit from adopting a product-led growth (PLG) strategy.  PLG leverages the inherent benefits of your product to create a more direct relationship with your

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If you have a killer product that’s easy for customers to adopt, then your company can benefit from adopting a product-led growth (PLG) strategy. 

PLG leverages the inherent benefits of your product to create a more direct relationship with your customers — for instance, by allowing them to start a free trial, try out a “freemium” version of the product, or simply purchase your product without having to engage directly with sales. The goal is to make the initial decision to engage with your product frictionless, then generate a “wow” moment that inspires customers.  

Adopting a PLG strategy means that your product comes first in terms of resources, planning, strategy, and execution.

Slack is a great example of a company that leverages PLG in its go-to-market strategy. 

Kelly Watkins, former VP of Global Marketing at Slack described the company’s product-led approach: “It starts with the product first and the product experience first and by the nature of that product experience itself having substance and providing value to people, that is where the benefit comes in of it selling itself, or of it being the mechanism that propels the success forward with other aspects of the company assisting in that.”  

Here are some of the benefits that come from being a product-first organization:

  • A stronger suite of offerings
  • Lower customer acquisition costs
  • Loyal customers who buy more

All of those benefits also translate to real-deal value for the companies that utilize this strategy. OpenView found that “product-led businesses are valued more than 30% higher than the public-market SaaS Index Fund.”

Let’s look at the benefits to going all in on your product and how you can make the most of this strategy.

Dark Funnel Customer Insights Should Inform Product Development

At first glance, PLG seems d like it puts sales and marketing on the sideline. The truth is that sales and marketing insights should play a central role in driving product development so you can make sure you are delivering a product that customers want and need. 

To really let your product be the showcase of your business, you need to have a deep understanding of your buyers. What are their pain points? What do they expect from a product like yours? What particular features get them excited?

Answering all of those questions requires having your finger on the pulse of your audience. One of the best ways to do this is uncover the actual research they’re performing online related to your line of business.

Because roughly 70% of the buyer’s journey happens online and anonymously — in what we call the Dark Funnel™ — you’re often in the dark about the exact things your audience is reading and researching. 

By lighting up your Dark Funnel™, you can gain access to the following information about your buyers:

  • The keywords they’re searching
  • The specific pages on your website they’re reading
  • The industry publications they trust the most
  • A clearer picture of buying teams
  • The technology they currently use
  • The events they attend

Just think about having all of that information about your potential customers, and how you can use it to inform decisions about the development of your product. Suddenly, you’re delivering the exact product your audience wants! 

Lower Customer Acquisition Costs by Focusing on Customers Ready to Buy

Even if you have a ton of customers, that doesn’t mean they’re necessarily ready to upgrade to a new offering or buy a full-version of your product at any given time. 

Product-led growth means also understanding when your buyers traditionally like to buy and aligning to those timelines. To discover when they like to buy you have to understand the buying signals they give off.

Using the power of AI, you can leverage historical data about your company’s previous deals, wider market trends, and performance data about particular prospects. You can also get real-time reports highlighting your customers who are likely ready to purchase a full-version or upgrade from a trial. Wouldn’t selling be a lot easier if you knew who was most likely to upgrade?

Not only will selling be easier, it will be cheaper. When you confidently know what message will resonate with a buyer at the exact moment they’re ready to hear from you, costs to acquire or expand that customer’s business start to drop. No more costly campaigns targeted to broad audiences that might not even be in-market. 

Create a Strong and Loyal Customer Base

A great product-led business also focuses on delighting its current customer base — and increasing the amount they spend with you. When you think about developing new features or entirely new lines of products, it’s important to keep your current customers in mind. 

Establishing a great relationship with your customers isn’t all that dissimilar from what we talked about with creating an efficient buying process for prospects. You need to understand your customer’s pain points, the research they’re performing, and what external factors are influencing their decision-making.

Here’s how you can utilize the information you gain uncovering the Dark Funnel™ as it relates to your own customer base:

  • Set alerts for customers who are searching for keywords related to your competitors’ offerings
  • Create dynamic reports for customers with renewals upcoming and specifically target them with product enhancements
  • Launch advertising campaigns targeted at your customer base with real quotes and reviews of your product

To truly be product-led, your business needs to incorporate all of that data about your customers into the way you develop your products. When you know exactly what your customers are researching and what resonates with them you can create a product that keeps them coming back for more.

Conclusion

Running a product-led organization means you put your product before anything else. You focus 

tirelessly on iterating and improving your offering until it’s as perfect as can be. The best way to develop a can’t miss product is to truly understand your buyers’ needs, deliver them the right message at the right time, and never forget about delighting your customer.

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AI Does the Legwork to Help You Work Smarter and More Profitably https://6sense.com/post/ai-does-the-legwork-to-help-you-work-smarter-and-more-profitably/ https://6sense.com/post/ai-does-the-legwork-to-help-you-work-smarter-and-more-profitably/#respond Wed, 27 Apr 2022 21:09:49 +0000 https://6sense.com/?p=14227 Account-based marketing outreach has always posed a few unique challenges. Here’s one of the most significant ones: The bigger your potential customer list, the harder it is to effectively reach and engage them. Keep reading to learn several key aspects

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Account-based marketing outreach has always posed a few unique challenges. Here’s one of the most significant ones: The bigger your potential customer list, the harder it is to effectively reach and engage them.

Keep reading to learn several key aspects of this challenge — and how AI-powered solutions like 6sense deftly handle them.  

AI Helps You Market to the Right Customer with the Right Message

Historically, crafting effective personalized outreach has been nearly impossible.

On one hand, traditional digital marketing and outreach techniques can engage prospects at scale, but they often rely on generic messages to do so. This usually wastes money and time, and alienates potential customers. On the other hand, creating personalized messages for thousands of potential accounts is more work than most organizations can manage.

However, handling massive data sets and automated outreach tasks is what business-class AI does best. With the right platform, AI can treat each entry in your vast CRM as an individual, noting the preferences and behaviors of that account and its contacts. This allows AI-driven sales teams to personalize marketing messages at scale, while focusing on buyers.

Since AI can monitor thousands of accounts at once, it can also create audience segments based on real-time data. This means that as an account’s online behavior shifts, your marketing messages can shift with them. 

Smarter Outreach Leads to Better Morale and Customer Relationships

Sales professionals know from experience that only some accounts are ready to purchase at any given time. Even if it was possible to reach out to every single potential customer, it would be wildly inefficient. 

Cold calls are annoying for customers and demoralizing for the sales representatives. AI can’t guarantee that an enthusiastic buyer will answer every call, but it can tilt the odds significantly in your favor

6sense does this by analyzing the Dark Funnel™ — a vast drove of anonymous data signals that buyers generate while performing online searches, visiting competitor sites, and visiting your own website without filling out a contact form. This behavior is typically invisible to revenue teams, though industry-leading solutions like 6sense can detect, identify, and analyze them.

6sense’s AI then compares these online behaviors to the historical data generated by your best customers, and spots patterns of engagement that signal readiness to purchase. If the account is early in its buyer’s journey, we help clients deliver personalized marketing messages. If the account is nearing the Decision stage, we alert sales representatives so they can begin 1-to-1 outreach.

AI Is Like a Precision-Guided Laser for Hitting Sales Targets

Does it seem like no matter how many prospects your team members call, it’s impossible to predict if they’ll actually hit their sales target? When you don’t know how likely each call will result in a sale, you must often resort to the brute force approach of making as many calls as you possibly can just to find the buyer in the haystack.

AI like the kind 6sense has, however, can do more than just streamline your call list. Its Revenue Prediction feature also weighs firmographic data to determine which potential accounts are likely to buy more from you

Honing ABM Results with AI-Powered Targeting

Ready to empower your ABM team by focusing your efforts only on in-market accounts? Book a demo to get started.

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How to Use AI to Streamline Business Growth https://6sense.com/post/how-to-use-ai-to-streamline-business-growth/ https://6sense.com/post/how-to-use-ai-to-streamline-business-growth/#respond Mon, 25 Apr 2022 18:44:57 +0000 https://6sense.com/?p=14211 AI helps B2B businesses identify and capitalize on opportunities faster and more efficiently — but it’s essential to understand how to use AI to streamline business growth and gain a competitive edge. There are three key ways AI can help

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AI helps B2B businesses identify and capitalize on opportunities faster and more efficiently — but it’s essential to understand how to use AI to streamline business growth and gain a competitive edge.

There are three key ways AI can help streamline business growth in a B2B setting:

  1. Finding more accounts that fit your customer profile
  2. Precision prospecting
  3. Identifying the fastest paths to revenue growth 

Let’s dive in a bit further on each of these use cases.

1. Find More Accounts That Fit Your Customer Profile

Two of the most important steps in B2B sales are:

  • Identifying your ideal customer profile (ICP), and
  • Determining which accounts fit that profile

Your ideal customer will vary depending on your business, but some key characteristics typically include:

  • Industry
  • Size
  • Location
  • Purchase cycle
  • Buyer persona

Historically, finding your ICP has been tedious, expensive, and time-consuming. Over 40% of salespeople say prospecting is the toughest part of their sales process. Closing and qualifying leads follow closely behind at 36% and 22%, respectively.

But you can automate this process with AI, giving salespeople more time for qualified leads. 

AI utilizes predictive analytics to match current or potential customers with similar companies that have already purchased from you, or are in the market. By identifying these accounts, you can then focus your sales efforts on prospects that are more likely to buy, increasing your chances of closing the deal. 

Artificial intelligence also helps identify patterns in intent data and buyer behavior that helps you better understand your customers. You can then tailor content and offers that resonate with them. 

Ultimately, knowing how to use AI to identify accounts and their unique attributes gives your B2B business a competitive edge. You can quickly focus your efforts on the most promising leads.

2. Precision Prospecting

Sales prospecting is a critical component of any B2B sales process. But it can also be one of the most time-consuming and frustrating tasks. AI can transform your prospecting efforts by telling you which accounts are actively in-market, and where they are in their buyer journey. This enables revenue teams to focus on real opportunities. 

Buyer intent data is transformative for marketing teams, too. Marketing can help reach potential customers at scale, but spray-and-pray marketing isn’t much better than “prospecting via dartboard.” It just wastes money instead of time. 

By identifying accounts that are in-market, marketing can contribute high-quality accounts to pipeline and boost ROI.

Even better, AI can mine data about the topics your prospects care about most, help you craft marketing campaigns to those interests, and measure when the account’s engagement has deepened enough to warrant outreach from the sales team.

3. Identify the Fastest Paths to Revenue Growth

Now that you know which accounts are researching your products or services, and which clients are nearing the decision stage, the next step is prioritizing your sales team’s efforts even more. 

After all, a large account that needs your highest level of service will generate more revenue than a small account that just needs one or two of the things you offer.

Smart AI can:

  • Track data about company growth and recent P/E investments, helping you identify companies that are likely to have money available to invest
  • Identify the person who is likely to champion your solution within the organization and other key decision-makers on the buying team. By having a fuller picture of the decision-makers, you can strengthen your outreach strategies and close more deals.

Streamline Your Business Growth With 6sense’s AI Platform

6sense is a revolutionary AI-powered account engagement platform that helps you:

  • Identify in-market accounts
  • Get the visibility you need to target the right accounts at the right time, and with the right actions
  • Understand what products and services your customers are interested in based on intent data and rich insights

Book a demo with us today to learn more about how 6sense can help streamline your business growth.

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The Top 3 Challenges in Implementing AI for Sales Teams https://6sense.com/post/the-top-3-challenges-in-implementing-ai-for-sales-teams/ https://6sense.com/post/the-top-3-challenges-in-implementing-ai-for-sales-teams/#respond Thu, 21 Apr 2022 21:33:33 +0000 https://6sense.com/?p=14197 Gartner projects that 75% of B2B sales organizations will use AI-based selling by 2025. Sales teams have always been early adopters of new technologies, so it’s no surprise that many are turning to artificial intelligence to boost performance.  Unfortunately, over

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Gartner projects that 75% of B2B sales organizations will use AI-based selling by 2025. Sales teams have always been early adopters of new technologies, so it’s no surprise that many are turning to artificial intelligence to boost performance. 

Unfortunately, over 90% of companies anticipate significant hurdles to full adoption and integration of AI for sales teams. Common challenges include:

  • Data is incomplete, siloed, and difficult to integrate
  • There is a lack of tech skills in the sales team
  • Decision-makers do not always see the value in AI for sales teams

Let’s take a closer look at these challenges … and ways to overcome them.

1. Accurate and Comprehensive Data

The Challenge

Brass tacks: AI systems need accurate and comprehensive data.

An AI trained on bad data can lead you down unproductive paths. B2B organizations typically have large volumes of data, much of which is incomplete and sometimes inconsistent. Cleaning and consolidating this data is the first challenge. 

In addition, the data generated by (and within) various sales tools often sits underutilized in silos, preventing teams from having a full picture of their customers’ activities. 

The Solution

AI solutions should feature a Customer Data Platform (CDP) that collects data from many sources, including:

  • Social media
  • Surveys
  • Customer service interactions
  • Website analytics
  • Digital ad platforms
  • Chat bots
  • And more

Think of the CDP as an orchestra conductor. It collects the intelligence generated in your platform silos, brings it together, and helps various tools perform in sync to the same messaging “rhythm.”

Without this vital role, marketers and sales professionals often hit their target audience with a muddle of mistimed messages. They come off more like a middle-school band than a world-class symphony.

In addition to keeping your messages aligned and informed by buyer behavior, a CDP helps you set up intelligent customer segments to target prospects with specific sales and marketing messages. These messages are usually based on firmographics, technographics, and online activity.

Using AI to collect and analyze customer data in this way can help you improve your sales processes and increase conversions. 6sense integrates with leading marketing tools to make data integration easy.

2. Training

The Challenge

Implementing AI for sales teams can be a challenge, especially when it comes to training. Sales team members often lack the technical skills needed to use AI effectively, which leads to frustration and lower adoption rates.

Also, implementing AI often demands changes to existing processes and workflows. These changes can be difficult to manage and track. Besides, sales team members may resist change, making it hard to get buy-in for new AI-based tools and processes.

Finally, there may be resistance from sales team members who are worried about being replaced by AI “robots.” 

Organizations must address these challenges to properly implement AI within a sales team.

The Solution

Here’s a quick rule of thumb: Technology is only as valuable as the clarity and simplicity it provides. 

Dashboards that are easy to understand and use are essential; they allow sales team members to focus their efforts in the right areas. Similarly, reports that accurately forecast revenue give sales managers the ability to see the impact of AI on their business.  

In addition, organizations should look for ways to make AI implementation as easy and smooth as possible. Invest in training that helps sales team members develop their skills so they learn how to use AI to save time and make more money. 

Everyone should understand that the goal of AI is to reduce the number of mundane tasks so sales can spend more time building relationships with future buyers. If AI looks like just another task on a deep pile of to-do’s, you’ll be fighting your own team. 

3. Executive Buy-In

The Challenge

Getting sufficient executive buy-in is yet another top challenge in implementing AI for sales teams. Many decision-makers worry about the upfront investment. 

Executives also have concerns about the unknown. Because AI is still relatively new, there’s uncertainty about how it will impact people’s jobs, established processes, and what ROI it will deliver.

The Solution

When implementing AI for a B2B sales team, it’s essential to develop a phased approach that enables you to demonstrate early wins. This will help you gain buy-in from executives and other decision-makers:

  • The first phase of implementation should focus on getting the AI solution up and running
  • The second phase should focus on training the sales team to use the AI solution
  • The third and final phase should focus on measuring the sales team’s results using the AI solution

By demonstrating the success that’s possible at each stage, you’ll gain the executive buy-in needed to implement the AI solution fully.

Also, by doing your research and working with an AI vendor with a strong track record of customer success, you can help resolve executives’ concerns and ensure a successful implementation.

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Back to the Future: Recapping 6sense’s ‘Future is Now’ Event and the Debut of Revenue AI 2 https://6sense.com/post/back-to-the-future-recapping-6senses-future-is-now-event-and-the-debut-of-revenue-ai-2/ https://6sense.com/post/back-to-the-future-recapping-6senses-future-is-now-event-and-the-debut-of-revenue-ai-2/#respond Fri, 22 Apr 2022 15:59:08 +0000 https://6sense.com/?p=14203 “I have a confession to make. My confession is: I LOVE AI.” Just like that, Latané Conant, CMO at 6sense, kicked off the Future is Now event hosted at the spectacular Belmont in Austin, Texas.  For many years now we’ve

Read More ›

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“I have a confession to make. My confession is: I LOVE AI.”

Just like that, Latané Conant, CMO at 6sense, kicked off the Future is Now event hosted at the spectacular Belmont in Austin, Texas. 

For many years now we’ve heard that AI and machine learning will be the future of, well, everything. AI will transform the way we do business, understand our customers, and optimize our resources, we’ve been told. 

These statements have typically been vague — without any particulars on when this will happen or how this will happen. 

But the future is here. 6sense is about to transform your entire revenue team. 

Here’s an overview of the big news from the event:

Revvy Lights Up the Dark Funnel More Than Ever

It’s time for AI to become a trusted member of your revenue team. Actually, not just a trusted member, but the member that increases the efficiency and effectiveness of all of your marketing, sales, and operations activities.

Deepak Anchala, the founder of Slintel and now VP of Product and Growth at 6sense, joined Latané on stage to talk about how Revvy, our character that embodies 6sense’s AI capabilities, is unlocking new powers.

Deepak laid out how Revvy is now ingesting technographic, psychographic, and market updates to give you an even more complete picture of your buyers and what they care about.

We now can understand when companies buy a new technology, what they are saying about their pain points, and even the events that they’re attending. For instance, you can grab a list of your prospects attending Dreamforce so you can prepare well ahead of the actual event,” Deepak explained.

Here are just some of the capabilities Revvy has: 

  • Alert you to your prospects’ upcoming technology renewals 
  • Uncover hidden demand for your product (light up your Dark Funnel™)
  • Interpret intent buying signals
  • Show you who is on the buying team and what they care about
  • Predict exactly the right time to reach out, and what to say

Using AI like this will radically transform the way your teams go to market, and make it much easier to understand your prospects’ needs, and help you reach out at the exact right time.

Introducing Piper, Your Sales Pipeline Forecaster and Fixer

Everyone dreads when the pipeline starts to slip from the target. It sends whole teams scrambling to examine what went wrong and re-evaluate strategies. AI can be used to gain a crystal-clear picture of your pipeline, unlock pinpoint accuracy with your forecasting, and spot early trends so your team can take proactive steps to stay on target.

We call this AI assistant Piper, and she loves examining pipelines to find every critical detail. Piper plus Revvy is a winning combination!

Rahul Sachdev, Co-Founder of Fortella and now Senior VP of Product at 6sense, joined Latané on stage to break down Piper’s capabilities. 

Rahul laid out the questions every marketer cares about. “How much pipeline do I need to generate? How much pipeline am I likely to generate? What do I do if there’s a gap?”

Piper solves all of those problems in one place, Rahul explained.

“She’s your number cruncher, looking at trends, seasonality, and shifts in the market. She comes up with an accurate plan to tackle everything related to your pipeline,” he said. “These suggestions are based on real-data from past deals and historical data.”

Here’s what Piper can do for you:

  • Align leadership on how much pipeline is needed, and by when
  • Tell you what needs to change to meet pipeline goals in the future
  • Watch important trends like conversion rates, cycle times, and ASP
  • Deliver executive-level forecasts, keeping an eye on metrics that matter
  • Recommend where to focus, and actions to take to avoid shortfalls

The best part about Piper and her technology? The longer you use her, the smarter she gets and the more accurate her projections become. 

Your Email is About to Explode With Activity — And You’ll Like It

Gabriel Lim, Co-Founder of Saleswhale and now Director of Product Management for 6sense, took the stage with an eye-opening question. “Who here thinks this year is the fastest-paced year ever?” After nearly every hand went in the air he dropped the hammer: “Guess what, this is actually going to be the slowest year you’ll ever experience again. Things will only get faster in the future.”

The topic for his portion of the event was how AI-driven conversational email will transform the way you communicate and interact with your audience. “B2B email hasn’t kept up with the advancement of technology,” he said. 

It’s time for email technology to help you win more deals.

Gabe explained the value of fast engagement and conversational email with a real-world example. He explained how a customer once lost a $1 million dollar deal because they waited a month and a half to reach out to a prospect who had shown intent signals. In the time between the signal and the outreach, a competitor had already won the business. If the team had the right tools in place, the AI could have initiated outreach and  drawn them into a deal conversation.

“What if we could know if an account is in-market, the pain points they’re researching, and reach out to them instantly with relevant messaging,” Gabe asked. With all of that information at your fingertips, 6sense’s conversational email AI is going to transform the way you email your audiences.

How 6sense Uses 6sense to Expand Opportunities

Following the showcases of the enhanced platform capabilities, Saima Rashid, SVP of Revenue Analytics, took the stage to provide a peek behind the 6sense curtain and how her team is using the platform to find new ways to grow our business.

Saima brought out a handful of team members to walk through three real examples of how they’re using 6sense.

TAM expansion

Will Lyon, Senior Manager, Strategic Marketing and Industry Solutions, shared how 6sense was able to successfully expand into the manufacturing industry. 

The team found 6sense’s ideal customer profile (ICP) within the industry, studied the keywords and topics the audience was researching, filled data gaps through account enrichment (adding over 5,000 contacts), and created personalized experiences to attract those manufacturing buyers. The team has already closed more deals with this audience than ever before.

Engaging Warm Accounts

Chris Dutton, Senior Director of Demand Generation and Marketing Operations, was up next to lead the audience through how his team identifies accounts that are showing real intent to buy, and keeps them from slipping through the cracks.

Chris and his team create dynamic segments and orchestrate the data to automatically identify accounts showing real intent. From their efforts the team generated $3 million in qualified pipeline.

Delighting your Customers

Finally, Jennie Lijewski, Director of Customer Marketing, presented the way her team uses 6sense to keep our customers happy and delighted.

“We wanted to make sure all of our customers felt great and confident about their choice to work with 6sense,” she said.

Jennie and her team created omni-channel campaigns that used real customer reviews and quotes. They then ran those campaigns with customers who were searching for competitor keywords or had renewals coming up soon. 

By simply focusing on customers the team influenced $2 million in pipeline and helped close 42 renewals.

Revealing Something New

The biggest announcement of the event came at the end.

6sense CEO Jason Zintak asked the crowd if they’d ever heard of an acronym called ABM. After the crowd chuckled at the rhetorical question he made a definitive statement: “We’re saying goodbye to ABM. The future is now for something else.”

Finally he let loose what the event had been building to. “We’re rebranding the platform to be 6sense Revenue AI.”

This new name reflects the company’s continued investment in the technology that has made it a category leader, as well as the grand ambitions we have to help unlock the next era in revenue creation. 

With 6sense Revenue AI, B2B revenue teams are able to better capture anonymous buying signals, target the right accounts at precisely the right time, and boost revenue performance with recommendations for the channels and messages most likely to convert.

To close out an action-packed evening, Jason turned to the crowd and laid out his vision for the future of 6sense.

“We’re all after the same goal, it’s all about revenue. It’s our objective: go get revenue, convert revenue, and nurture revenue to make our customers more successful.”

The post Back to the Future: Recapping 6sense’s ‘Future is Now’ Event and the Debut of Revenue AI 2 appeared first on 6sense.

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Back to the Future: Recapping 6sense’s ‘Future is Now’ Event and the Debut of Revenue AI https://6sense.com/post/back-to-the-future-recapping-6senses-future-is-now-event-and-the-debut-of-revenue-ai/ https://6sense.com/post/back-to-the-future-recapping-6senses-future-is-now-event-and-the-debut-of-revenue-ai/#respond Thu, 21 Apr 2022 14:27:48 +0000 https://6sense.com/?p=14175 “I have a confession to make. My confession is: I LOVE AI.” Just like that, Latané Conant, CMO at 6sense, kicked off the Future is Now event hosted at the spectacular Belmont in Austin, Texas.  For many years now we’ve

Read More ›

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]]>
“I have a confession to make. My confession is: I LOVE AI.”

Just like that, Latané Conant, CMO at 6sense, kicked off the Future is Now event hosted at the spectacular Belmont in Austin, Texas. 

For many years now we’ve heard that AI and machine learning will be the future of, well, everything. AI will transform the way we do business, understand our customers, and optimize our resources, we’ve been told. 

These statements have typically been vague — without any particulars on when this will happen or how this will happen. 

But the future is here. 6sense is about to transform your entire revenue team. 

Here’s an overview of the big news from the event:

Revvy Lights Up the Dark Funnel More Than Ever

It’s time for AI to become a trusted member of your revenue team. Actually, not just a trusted member, but the member that increases the efficiency and effectiveness of all of your marketing, sales, and operations activities.

Deepak Anchala, the founder of Slintel and now VP of Product and Growth at 6sense, joined Latané on stage to talk about how Revvy, our character that embodies 6sense’s AI capabilities, is unlocking new powers.

Deepak laid out how Revvy is now ingesting technographic, psychographic, and market updates to give you an even more complete picture of your buyers and what they care about.

We now can understand when companies buy a new technology, what they are saying about their pain points, and even the events that they’re attending. For instance, you can grab a list of your prospects attending Dreamforce so you can prepare well ahead of the actual event,” Deepak explained.

Here are just some of the capabilities Revvy has: 

  • Alert you to your prospects’ upcoming technology renewals 
  • Uncover hidden demand for your product (light up your Dark Funnel™)
  • Interpret intent buying signals
  • Show you who is on the buying team and what they care about
  • Predict exactly the right time to reach out, and what to say

Using AI like this will radically transform the way your teams go to market, and make it much easier to understand your prospects’ needs, and help you reach out at the exact right time.

Introducing Piper, Your Sales Pipeline Forecaster and Fixer

Everyone dreads when the pipeline starts to slip from the target. It sends whole teams scrambling to examine what went wrong and re-evaluate strategies. AI can be used to gain a crystal-clear picture of your pipeline, unlock pinpoint accuracy with your forecasting, and spot early trends so your team can take proactive steps to stay on target.

We call this AI assistant Piper, and she loves examining pipelines to find every critical detail. Piper plus Revvy is a winning combination!

Rahul Sachdev, Co-Founder of Fortella and now Senior VP of Product at 6sense, joined Latané on stage to break down Piper’s capabilities. 

Rahul laid out the questions every marketer cares about. “How much pipeline do I need to generate? How much pipeline am I likely to generate? What do I do if there’s a gap?”

Piper solves all of those problems in one place, Rahul explained.

“She’s your number cruncher, looking at trends, seasonality, and shifts in the market. She comes up with an accurate plan to tackle everything related to your pipeline,” he said. “These suggestions are based on real-data from past deals and historical data.”

Here’s what Piper can do for you:

  • Align leadership on how much pipeline is needed, and by when
  • Tell you what needs to change to meet pipeline goals in the future
  • Watch important trends like conversion rates, cycle times, and ASP
  • Deliver executive-level forecasts, keeping an eye on metrics that matter
  • Recommend where to focus, and actions to take to avoid shortfalls

The best part about Piper and her technology? The longer you use her, the smarter she gets and the more accurate her projections become. 

Your Email is About to Explode With ‘Convo’ — And You’ll Like It

Gabriel Lim, Co-Founder of Saleswhale and now Director of Product Management for 6sense, took the stage with an eye-opening question. “Who here thinks this year is the fastest-paced year ever?” After nearly every hand went in the air he dropped the hammer: “Guess what, this is actually going to be the slowest year you’ll ever experience again. Things will only get faster in the future.”

The topic for his portion of the event was how Convo, our conversational email AI, will transform the way you communicate and interact with your audience. “B2B email hasn’t kept up with the advancement of technology,” he said.

It’s time for Convo to help you win more deals.

Gabe explained the value of fast engagement and conversational email with a real-world example. He explained how a customer once lost a $1 million dollar deal because they waited a month and a half to reach out to a prospect who had shown intent signals. In the time between the signal and the outreach, a competitor had already won the business. If the team had the right tools in place, the AI could have initiated outreach and  drawn them into a deal conversation.

“What if we could know if an account is in-market, the pain points they’re researching, and reach out to them instantly with relevant messaging,” Gabe asked. With all of that information at your fingertips, 6sense’s conversational email AI is going to transform the way you email your audiences.

How 6sense Uses 6sense to Expand Opportunities

Following the showcases of the enhanced platform capabilities, Saima Rashid, SVP of Revenue Analytics, took the stage to provide a peek behind the 6sense curtain and how her team is using the platform to find new ways to grow our business.

Saima brought out a handful of team members to walk through three real examples of how they’re using 6sense.

TAM expansion

Will Lyon, Senior Manager, Strategic Marketing and Industry Solutions, shared how 6sense was able to successfully expand into the manufacturing industry. 

The team found 6sense’s ideal customer profile (ICP) within the industry, studied the keywords and topics the audience was researching, filled data gaps through account enrichment (adding over 5,000 contacts), and created personalized experiences to attract those manufacturing buyers. The team has already closed more deals with this audience than ever before.

Engaging Warm Accounts

Chris Dutton, Senior Director of Demand Generation and Marketing Operations, was up next to lead the audience through how his team identifies accounts that are showing real intent to buy, and keeps them from slipping through the cracks.

Chris and his team create dynamic segments and orchestrate the data to automatically identify accounts showing real intent. From their efforts the team generated $3 million in qualified pipeline.

Delighting your Customers

Finally, Jennie Lijewski, Director of Customer Marketing, presented the way her team uses 6sense to keep our customers happy and delighted.

“We wanted to make sure all of our customers felt great and confident about their choice to work with 6sense,” she said.

Jennie and her team created omni-channel campaigns that used real customer reviews and quotes. They then ran those campaigns with customers who were searching for competitor keywords or had renewals coming up soon. 

By simply focusing on customers the team influenced $2 million in pipeline and helped close 42 renewals.

Revealing Something New

6sense CEO Jason Zintak asked the crowd if they’d ever heard of an acronym called ABM. After the crowd chuckled at the rhetorical question, he shared the big reveal of 6sense Revenue AI – something bigger and bolder than ABM.

Finally he let loose what the event had been building to. “We’re rebranding the platform to be 6sense Revenue AI.”

This new name reflects the company’s continued investment in the technology that has made it a category leader, as well as the grand ambitions we have to help unlock the next era in revenue creation. 

With 6sense Revenue AI, B2B revenue teams are able to better capture anonymous buying signals, target the right accounts at precisely the right time, and boost revenue performance with recommendations for the channels and messages most likely to convert.

To close out an action-packed evening, Jason turned to the crowd and laid out his vision for the future of 6sense.

“We’re all after the same goal, it’s all about revenue. It’s our objective: go get revenue, convert revenue, and nurture revenue to make our customers more successful.”

The post Back to the Future: Recapping 6sense’s ‘Future is Now’ Event and the Debut of Revenue AI appeared first on 6sense.

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CRO Coffee Talk Takeaways: Let’s Define Product-Led Growth and What’s Required to Make it Work https://6sense.com/post/cro-coffee-talk-takeaways-lets-define-product-led-growth-and-whats-required-to-make-it-work/ https://6sense.com/post/cro-coffee-talk-takeaways-lets-define-product-led-growth-and-whats-required-to-make-it-work/#respond Wed, 20 Apr 2022 17:25:20 +0000 https://6sense.com/?p=14158 Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark

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Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark Ebert, 6sense’s SVP of Sales.


The last thing busy revenue leaders want to deal with are more industry buzzwords and technology pitches. Yet modern CROs must have a certain degree of tech-savviness in order to build and maintain their team’s growing tech stack as the world becomes increasingly digital.

In the midst of navigating one of the hottest hiring markets in recent years alongside an increasing appetite from buyers for self-serve experiences, CROs are now being asked to consider a buzzy new way to go to market: Product-led Growth (“PLG”). 

While some enthusiastic CROs have embraced the idea of a PLG go-to-market plan, they’ve reported fierce pushback from their counterparts in Sales. We discussed PLG during a recent CRO Coffee Talk session to find out the why, when, who, and how of implementing (or not) a PLG sales strategy. 

What is Product-led Growth?

The B2B world is notorious for spinning up shiny new terms and acronyms that then get spread throughout the industry in what often equates to a sort of telephone game of meanings. The past few years, account-based marketing (ABM) has been all of the rage – but without defined guardrails around what exactly it is, and how to execute an ABM program effectively.

PLG appears to be similarly nebulous. Prominent venture capital firm Openview Partners defines PLG as, “an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion, and expansion.”

Why might some CROs push back against a proposal to switch from traditional sales motions to a product-led one? Precisely because the common definition of PLG mentions nothing about the role of salespeople. But, as one CRO of a PLG company pointed out, in reality salespeople have an equally important role to play; it just looks a little different from traditional sales.

So Why Lead With The Product?

Companies that lead with product have the opportunity to create a better sales experience for their buyers. As Openview Partners points out, companies that have a PLG strategy, “are able to grow faster and more efficiently by leveraging their products to create a pipeline of active users who are then converted into paying customers.”

According to one CRO, a great PLG strategy removes the complexity for the customer to get to the “ah ha” moment with the technology. When interested users can try a product out before engaging with a sales person, it removes the friction from the buying process. 

PLG also facilitates the renewal process. When a prospect engagement starts with active user adoption, those end-users become internal champions for a larger lifetime contract value (LCV). This scenario cuts out the risk that some SaaS companies face when they sell their technology products to a few buyers, but fail to get a renewal due to poor user adoption. 

How to Tell if PLG is a Good Fit

While there are a lot of benefits of a PLG strategy, it’s not the right fit for everyone. CRO’s thinking through a potential shift to a PLG motion should consider how long it takes a prospect to get to the “ah ha” moment.

If the product speaks for itself, transitioning to PLG should be a priority. But if it takes users longer to realize the value of the offering (e.g. it’s a complex technology), sticking with a traditional enterprise sales motion is better. 

CROs should also carefully examine their product’s space in the market. If the tech in question is in the category creation phase where sellers are still educating the prospects on the problem and their solution for it, PLG probably isn’t a good fit. As one CRO said, “PLG is best when selling to users with known problems.”

Who Needs To Be Involved

For a CRO to effectively drive a PLG strategy, the importance of internal alignment can’t be overstated. At the risk of sounding obvious, the Head of Revenue must first have a tight relationship with the Head of Product. Specifically, CROs should develop cross-functional resources with Product.This may look a little different from a traditional enterprise setup where Product shares a closer relationship with Product Marketing and Marketing. With regard to the latter, CROs should leave last-mile go-to-market and ABM activities to the CMO, and focus primarily on maintaining a close relationship with the product team.

One CRO mentioned an added benefit of having a PLG strategy: it offers another path to promotion between BDRs and AEs. Some BDRs may choose to go into a product role instead of to an account executive position, which further strengthens the rapport between the sales and product teams.

How To Make The Shift

Making the transition from a traditional enterprise sales motion to one led by the product can be tricky, and this may account for another hesitation CROs feel towards PLG: It requires new comp plans, different quotas, a new funnel, and even different seller personas.

There are four big considerations CROs need to think through before moving to a product-led strategy:

1. The Added Cost Of No Salespeople

PLG can cost more on the product side if the development team needs to remove complexity behind the product because there are no sellers available to provide upfront education. If conversion rates from the basic offering to paid ones don’t increase, this could mean the product team has to find ways to entice active users into the upsell.

2. A New Funnel & The Importance of Understanding Buyer Behavior

The funnel changes considerably when users take the sales process upon themselves. It can be easy to get caught up in the nitty gritty of the product signup lifecycle. CROs should work carefully with the Head of Product to see what the customer journey should look like, and leave the product team in charge of what analytics piece or new feature they need to incorporate to identify qualified leads.

3. Adjust The Ideal Seller Persona

A PLG strategy requires a more product-savvy seller. In the enterprise sales process, salespeople can tap on the shoulder of a Solutions Consultant to take the prospect through the more technical details of the product. But prospects in a PLG motion have already been using the product. When they reach out with questions that could lead to an upsell, they expect to speak with someone who knows the product better than them.

One CRO suggested that his peers consider hiring sellers who are more regimented in their sales process and who aren’t afraid to roll up their sleeves and really get into the finer details of the product.

4. Different Comp Plans & Quotas

This one seems like a no-brainer at this point, but PLG sellers require completely different targets and compensation than the traditional seller. Each company will have a different calculus for getting to those numbers, but at a minimum a CRO should be prepared to have this discussion with their CEO and internal recruiters.

Next Steps

A Product-led Growth strategy may not be applicable for every technology organization on the market, but the ones who can execute PLG effectively stand to gain the most revenue with the highest adoption in the least amount of time. And that’s a combination few investors will ignore.

If PLG seems like a potentially good fit, CROs and other C-Level executives will need to look at metrics, org structure, and further talking points to present to the Board and investors. Here’s a great resource to get you going.

What do successful revenue leaders have in common? They come together every other Wednesday to our CRO Coffee Talk conversations to compare notes and build a community around best practices and cautionary tales.

If you’re the head of revenue at your organization and want to level up your game, won’t you join us?

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How to Increase Account Growth in the Manufacturing Industry https://6sense.com/post/how-to-increase-account-growth-in-the-manufacturing-industry/ https://6sense.com/post/how-to-increase-account-growth-in-the-manufacturing-industry/#respond Wed, 20 Apr 2022 17:16:46 +0000 https://6sense.com/?p=14156 In the manufacturing industry, long standing relationships often drive business. Thomasnet, a company that specializes in manufacturing insights, reports that 65% of a company’s business comes from existing customers. This percentage can climb even higher for specialized industries. Without substantial

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In the manufacturing industry, long standing relationships often drive business. Thomasnet, a company that specializes in manufacturing insights, reports that 65% of a company’s business comes from existing customers. This percentage can climb even higher for specialized industries.

Without substantial changes in your market, to your business model, or your offerings, your greatest opportunity to grow revenue is often to deepen engagement with existing customers and grow their accounts. 

The ups and downs of upselling

The benefits of focusing on upsell or account expansion include:

  • No more cold outreaches
  • Building on a history of delivered value
  • Established relationships with your customers

The challenges can include:

  • Lack of awareness of other products or solutions you offer
  • Limited visibility into other departments or business units that could benefit from your services
  • Difficulty introducing different products and securing expansion opportunities within an account

Gain more insights into sales opportunities

Your established relationships probably give you some ideas about services a customer could be interested in. But, that’s no math for real-time and historical data.

Limitations of relying on relationships and referrals

Customers increasingly use online research as a major part of their purchasing decision, and as they do that research, they leave a trail of breadcrumbs that can help you determine buyers are in-market, how far they are in their journey, and the services they care about most. 

They read reviews, visit different websites, and search many different keywords before making a purchase. In fact, 70% of the buying journey happens online, and anonymously. We call this anonymous research the Dark Funnel™ — because it’s full of potential customers, but since they have not filled out an online form or given you a call, you don’t know that they are in-market.

Even if you do know which company is researching your services, there’s no guarantee you’re talking to the right person — or people. Maybe there’s another plant across the country that could really use your business, but you’ve only been interacting with headquarters.  

Expand Accounts by Uncovering Your Customers’ Online Activity

The good news is that your customers are telling you exactly what they’re interested in, you just haven’t uncovered that information yet and it’s still getting lost in the Dark Funnel™

The right digital technology will help you uncover the online activity of potential customers and allow your business to understand what they need, the best way to market to them, when it’s time to talk to them, and key topics to talk about.

Think about the benefits your business could see if you had this information about your key accounts:

  • The specific pages on your website they’re consistently reading
  • Data and trends on the keywords they’re searching — even those tied to your competitors
  • New contacts (that you haven’t met), plus their role in the organization and details about what they are researching
  • The level of engagement contacts have with your brand — and how that compares to past deals
  • Which contacts are key decision-makers that can make deals come to fruition
  • Where your buyers are in their current journey

Crafting a better sales conversation

When you are armed with this information you can easily prepare campaigns that target your existing customers and speak to them about things they are truly interested in. 

You will know:

  • what customers are interested in
  • when they’re interested
  • where they are in their buying cycle 
  • how their activity compares to previous deals

If they’ve just begun their research, you can engage them with marketing to let them start learning about the services you offer that align with their interests.

When they’re further along their buying journey and the time is right, you can put outbound sales processes in motion that are perfectly personalized and relevant to their unique situation.

To effectively use this strategy, and scale it with the number of existing and potential customers you have, you will need to leverage an account engagement platform that makes it easy to quickly dive into the data. 

With that data in hand you can start:

  • More accurate forecasting of demand for your products
  • Better understanding broader market trends 
  • Creating a more personalized buying experience for your customers
  • Improving your sales and marketing campaigns
  • Optimizing the time and resources you put into expanding accounts
  • Implementing more accurate revenue forecasting

This will give you a better understanding of your customers, streamlined operations, and lower market research costs.

Conclusion

Many manufacturing companies only have a handful of extremely high-value customers. That makes account expansion and upsell opportunities very important for growth. 

But, without the right tools it can be difficult to identify the best growth opportunities. 

Thankfully, technology now exists that can uncover exactly what your customer wants and you can deliver them the right product at the exact right time.

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CMO Coffee Talk ‘Aha! Moment’: Five Steps To Better Brainstorming Output AND Impact https://6sense.com/post/cmo-coffee-talk-aha-moment-five-steps-to-better-brainstorming-output-and-impact/ https://6sense.com/post/cmo-coffee-talk-aha-moment-five-steps-to-better-brainstorming-output-and-impact/#respond Wed, 20 Apr 2022 16:42:22 +0000 https://6sense.com/?p=14153 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


Brainstorming is a creative endeavor (aka, “left brain thinking”) in which you work alone or with a group to come up with new ideas, solutions, or approaches around a challenge or topic.  

It’s easy in theory – anyone can think, right? But the trick is to take your new ideas and turn them into action. This is where mind mapping comes in — it’s a powerful, analytical (“right brain”) tool for capturing and organizing ideas

What the heck is mind mapping? 

Mind mapping your brainstorm harnesses the power of visuals, imposes intellectual rigor on the process, shows context and relationships, and provides a pathway to action. Plus, you end up with a shareable, all-in-one visual. 

In a mind map, everybody can see where their work fits into the greater objective. Defining relationships and context are invaluable for creating accountability, bringing clarity throughout the business hierarchy, and making operations run more smoothly. 

Mind mapping provides a clearer path for turning ideas into action. Not only are you forced to clarify your ideas, but by taking amorphous ideas and providing structure and refinement, you are naturally prompted to explore incorporating these ideas into operations. You are led to logically think about turning ideas into DOABLE reality. 

Five Steps to Better Brainstorming 

1. Define the central topic. Too often a brainstorm stalls when you realize that you didn’t properly define your goal or the problem you are trying to solve. Choosing a central topic at the start provides a backbone and forces consensus on a simply worded challenge. 

If your topic is vague—for example your problem is not well understood— consider doing a first round of idea capture without much structure. Just throw words and symbols (arrows, connecting lines, stars) on the whiteboard.

2. Pick the appropriate mind map structure. This helps you refine the brainstorm and the issue at hand without being too restrictive. Most likely you are either trying to capture the components of a system or define a workflow.

3. Map the relationships and grouping of ideas, or the flow of the activity. Identifying which ideas serve as overarching topics, and which ideas branch off from these topics naturally. Then refine until you have an embryonic mind map.

4. Take a deep breath (or ideally, a break) and step back from your work and get some perspective.

5. Reconvene and create a first draft of the mind map next to your previous one. Here, you’ll want to go to the second level of the map. You are still in whiteboard/handwriting mode. 

Grab a co-worker and a whiteboard and put your central topic in a circle in the middle. Then, as you start discussing the topic, try drawing your ideas and thoughts into a mind map framework. Give yourself 30 minutes to brainstorm and draw. Then take a picture of your initial drawing, erase it, and use the next 30 minutes to try and refine the ideas into a more detailed mind map. 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meet-up, we’re focused on BDR best practices: What’s working right now to engage early prospects, qualify new opportunities, and optimize your early-mid funnel sales processes. 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) and many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership.

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6sense Revenue AI™ Paves the Path to the Future of Predictable Revenue Growth https://6sense.com/post/6sense-revenue-ai-paves-the-path-to-the-future-of-predictable-revenue-growth/ https://6sense.com/post/6sense-revenue-ai-paves-the-path-to-the-future-of-predictable-revenue-growth/#respond Wed, 20 Apr 2022 06:00:24 +0000 https://6sense.com/?p=14146 6sense, with the widest application of AI at every stage of revenue creation, today announced 6sense Revenue AI™ and previewed product innovations that solidify its leadership position. The platform applies the power of AI across the entire buyers’ journey, removing

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6sense, with the widest application of AI at every stage of revenue creation, today announced 6sense Revenue AI™ and previewed product innovations that solidify its leadership position. The platform applies the power of AI across the entire buyers’ journey, removing the guesswork that plagues revenue teams, providing a better customer experience, and producing high-quality pipeline that is ultimately more likely to convert to revenue. 

Today’s announcement at the company’s The Future is Now event demonstrates its commitment to execute against its aggressive roadmap, as well as integrate newly acquired companies to accelerate customer value. With 6sense Revenue AI, B2B revenue teams are able to better capture anonymous buying signals, target the right accounts at precisely the right time, and boost revenue performance with recommendations for the channels and messages most likely to convert. 6sense customers report a 100% increase in average deal size, 20% better conversions and 30% faster deal cycles, and 120% improvement in revenue effectiveness.

“Every business wants to generate revenue with greater predictability. But every day, their people work in silos and make numerous guesses about which accounts to prioritize, what to send them, or whether they have quality data to orchestrate a winning campaign,” said Jason Zintak, CEO of 6sense. “6sense Revenue AI is the only platform to put the power of AI into the hands of every member of the revenue team to make insight-driven decisions, prioritize time and resources with greater accuracy, and realize better outcomes. Our customers report unbelievable success.”

With three acquisitions within six months, more than 50 new product features released in 2021, and recognition from customers and industry analysts for unparalleled product innovation, 6sense has demonstrated its ability to execute against a bold vision for the future of predictable revenue growth. 

Applying the Power of AI, Everywhere

The Future of B2B Email Marketing is Here

6sense, along with recently acquired Saleswhale, announced its AI-driven email marketing platform beta program for customers to create demand and new opportunities. This brings AI to help with hyper-personalization at scale, creating relevant 1:1 emails and email responses using all insights including technographic, intent, and engagement data.

“There is massive potential to apply the power of AI across every stage of the funnel to accelerate conversion and velocity,” said Viral Bajaria, CTO and Co-Founder of 6sense. “We are reimagining email, focused on different outcomes: to start a conversation, instantly provide relevant information and connect with humans when needed. We want to help marketers realize the dream of no spam. By applying business-focused insights into the buying team, AI can draft a hyper-relevant email that goes miles beyond current personalization to actually deliver value to the prospect and initiate a conversation.”

6sense Pipeline Intelligence Takes Aim with Precision

New 6sense Pipeline Intelligence capabilities are the first and only AI-driven solution for B2B marketers to plan, track and forecast pipeline with accuracy. 6sense Pipeline Intelligence predicts how much and what quality pipeline is needed to hit revenue targets, tracks segment and campaign performance in real-time, and makes AI-based recommendations to pivot as necessary to meet or exceed forecast goals. 

Better Insights Where the Revenue Team Works

Deeper Microsoft Dynamics 365 Sales and HubSpot CRM Integrations

6sense has enhanced CRM integrations for Microsoft Dynamics 365 Sales and HubSpot CRM to align revenue teams around a comprehensive, actionable data set within the 6sense Sales Intelligence Dashboard or right inside HubSpot CRM or Microsoft Dynamics 365.  Bringing the most advanced insights and actions to where marketers and sellers work: 

  • Marketers can leverage 6sense-enriched lead, contact, and account data to segment and analyze audiences while working natively within these CRMs 
  • Sellers can access 6sense insights, alerts, and dashboards directly from within HubSpot CRM or Microsoft Dynamics 365, enabling sellers to proactively prospect and personalize outreach 
  • Revenue operations teams can better create a unified source of truth across 6sense and their CRM with data, audience, and AI-driven orchestrations

Additional Product Improvements

  • Market-leading technographic and contact data from Slintel, a 6sense company, has been added to 6sense Revenue AI to give sellers even greater access to the most up-to-date insights on an account’s tech stack within the Sales Intelligence experience. With enhanced visibility into the target buying group, their intent signals, and the technologies they use, sellers know when and how to best engage prospects, resulting in high-quality pipeline and a customer-first experience.
  • 6sense Qualified Accounts (6QAs) are now completely customizable, giving customers the choice of using only AI-driven recommendations for qualified accounts or custom tailoring buying stages and weighted activities based on criteria that best fit an organization’s specific needs. The defined metric qualifies accounts based on their likelihood of being in-market to buy as indicated by their behaviors and their propensity to buy based on fit. 
  • 6sense Orchestration subscribers can now sync contact information from emails and calendars and add them directly to their CRM to better understand individuals within the buying group and engage accounts more effectively. 

Learn more:

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SUCCESS Computer Consulting Heats Up Pipeline By Swapping Cold Calls for Targeted Marketing https://6sense.com/post/success-computer-consulting-heats-up-pipeline-by-swapping-cold-calls-for-targeted-marketing/ https://6sense.com/post/success-computer-consulting-heats-up-pipeline-by-swapping-cold-calls-for-targeted-marketing/#respond Mon, 18 Apr 2022 19:03:45 +0000 https://6sense.com/?p=14028 SUCCESS Computer Consulting is a best-in-class provider of managed IT support — helping small and medium-sized businesses manage networks, preserve or recover data, mitigate cybersecurity threats, and more. The 100-person firm has been locally owned and operated in Minnesota’s Twin

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SUCCESS Computer Consulting is a best-in-class provider of managed IT support — helping small and medium-sized businesses manage networks, preserve or recover data, mitigate cybersecurity threats, and more. The 100-person firm has been locally owned and operated in Minnesota’s Twin Cities for three decades.

Until 2021, SUCCESS’ marketing approach centered around high-volume, low-success “spray and pray” tactics. It made tons of cold calls. It sent tons of cold emails. And it pushed out tons of cold LinkedIn DMs — all in hopes of connecting with businesses that were ready to address a tech need.

Then a vendor partner introduced SUCCESS to 6sense, which made prospecting in the Land of 10,000 Lakes much more like fishing in a barrel.

The Challenges

For a business centered on close-knit service, the grind of mass-produced solicitation took a heavy toll.

SUCCESS was:

● Receiving one turn-down after another, unable to consistently uncover leads and book meetings

● Contacting prospects too late — sometimes missing out on opportunities by mere days

● Struggling to quantify the impact of its outbound marketing

● Using one-size-fits-all content, and tediously deploying it channel-by-channel

● Experiencing conflict between sales and marketing

● Lacking overall confidence in its lead generation strategy

“We had a well-defined client profile, thousands of records — and no sense for how to focus,” said Vanessa Bryant, SUCCESS Computer Consulting Marketing Manager. “Our messages weren’t landing on the right ears. They weren’t direct or relevant enough, and work wasn’t prioritized. For a company of our size, it became a brand concern. We worried recipients would see our communication and wonder, ‘Why don’t you know me better?’”

The Turning Point

To replace its traditional, guesswork-laden mass marketing with a more personalized, data-driven and account-based approach, SUCCESS implemented 6sense in March 2021. The addition transformed how it researched and built audiences, devised go-to-market strategies, launched email and ad campaigns, and more.

The company had never run multi-channel campaigns or personalized its messages. But with 6sense’s support, it was able to understand which accounts to focus on, their interests, and their readiness to enlist regular tech support services.

Specifically, SUCCESS used 6sense to:

● Retool the way it segmented accounts

● Define buying stages for ideal customers (including identifying which accounts were in-market) based on intent data

● Target audiences with journey-based content over multiple, coordinated channels including display advertising and email

● Integrate with HubSpot to give business development colleagues a head start to engage with in-market accounts. (Notably, 6sense’s arrival and ability to signal which accounts were demonstrating readiness was the impetus for migrating the company’s entire sales process into HubSpot.)

“Implementing 6sense and establishing an Account-Based Marketing foundation completely reshaped how we work,” noted Bryant. “It’s helped us to be more concerted in our content, to direct messages at different stages of the funnel, and to have more potent calls-to-action.”

Meaningful Analytics

The transition to 6sense has also changed how SUCCESS’ marketing team tracks and rallies around results. While its reporting had been centered on output like impressions, the department is now able to tie its efforts to pipeline and deal flow.

One year after 6sense adoption, SUCCESS was able to boast 26 accounts in the Decision stage and 17 in the Purchase stage. All of these accounts were influenced by 6sense. In fact, before 6sense, the company lacked the means to determine — much less produce — those kinds of bottom-line results.

6sense insights have allowed SUCCESS to personalize content based on the customer buying stage and specific interests — and that alignment has reduced friction in the sales process.

“With 6sense’s intent data, we can customize display ads that play to differentiators we know resonate with certain target accounts,” said Bryant. “One of the marketing team’s proudest moments involved a hyper-targeted, hyper-relevant ad campaign we ran around cybersecurity. Within mere days of launching the campaign, we saw — boom — two self-booked meetings appeared on our sales reps’ schedules, taking a lot of work and time out of the equation.”

Revenue Team Alignment and Empowerment

The move to 6sense has also helped SUCCESS define roles and improve revenue team alignment and coordination. Whereas marketing and sales used to occasionally step on one another’s toes, it’s now clear that marketing is in charge of fostering accounts in the Awareness and Consideration stages before turning things over to its sales counterparts to nurture those in Decision or Purchase.

“Sales’ goals are marketing’s goals, and we have clarity over who’s responsible for what at each stage of the funnel,” said Bryant. “The conversations we all have together are more concrete and less combative.”

An additional benefit of the 6sense relationship has been SUCCESS’ ability to better serve and sell to current customers. With insights into the topics clients were researching online, the firm has a leg up in anticipating and improving service needs and, occasionally, has taken advantage of upsell opportunities.

The Results

The before 6sense vs. after improvements in SUCCESS Computer Consulting’s email marketing metrics reveal a stronger reception compared to the blind outreach of old:

● 15% increase in open rates

● 5% increase in click rates

● Replies to email marketing for the first time

Furthermore, during the 6 to 12-month period after onboarding 6sense, every single deal that SUCCESS closed was targeted by the marketing team’s journey-based digital ads.

While Bryant is quick to point out that bringing on clients is a team sport, she knows it’s nice to see her lead-generation efforts play such a positive role in extending SUCCESS’ legacy of service excellence.

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How Predictive Analytics Impact Pipeline and Revenue Growth https://6sense.com/post/how-predictive-analytics-impact-pipeline-and-revenue-growth/ https://6sense.com/post/how-predictive-analytics-impact-pipeline-and-revenue-growth/#respond Thu, 14 Apr 2022 15:57:01 +0000 https://6sense.com/?p=13986 What is a crystal ball worth? If you truly knew which B2B buyers were ready to purchase and when, wouldn't that be infinitely valuable? Instead of your marketing and sales teams spending their days turning over every rock to find

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What is a crystal ball worth? If you truly knew which B2B buyers were ready to purchase and when, wouldn’t that be infinitely valuable?

Instead of your marketing and sales teams spending their days turning over every rock to find perfect prospects (that they’ve yet to identify), they could simply focus on selling to folks who actually want to buy your services.

You can reorient your organization into a leaner, meaner selling machine by specifically targeting prospects signaling their intent to buy. Let’s take a closer look.

The Downsides of Not Knowing Who to Engage

Some consultants recommend devoting 30% to 40% of your week to prospecting new leads. That’s something like three hours a day Googling or trawling LinkedIn for proverbial needles in a haystack.

Think of all the manual time and effort that goes into prospecting:

  • Finding the right company that fits your target account profile
  • Determining who at that account to contact
  • Crafting the perfect message that makes the prospect want to buy
  • Listening to that perfect prospect’s voicemail greeting — again — as they continue to dodge your calls

That sounds like a lot of work, and it is. Forty percent of sellers say prospecting is the most difficult part of their job.

All of that effort, though, is surely worth it if your prospect is the right fit. But just as often all that work is for naught — 50% of your prospects aren’t a good fit for what you sell.

The Downsides of Not Knowing When to Engage

So if half the prospects you reach are a bad fit, then the other half is a good fit. That’s great news. They’ll be signing a deal any day now, right?

Probably not. That’s because they’re currently not ready to buy from you (or anyone else, for that matter). They could already have a solution, or not have any budget to buy at the moment.

To conduct effective sales outreach, your teams must thread the needle and connect with the right prospects at the right time. “Sixty percent of buyers say they want to connect with sales during the consideration stage, after they’ve researched the options and come up with a short list,” says HubSpot research

Here’s how you can know which of your accounts are currently in-market.

How to Identify In-Market Accounts

Account engagement platforms (like 6sense’s solution) use millions of data points, AI, and machine learning to uncover exactly which of your accounts are giving off buying signals.

With so much data at its disposal, a powerful platform can also analyze historical data on previous deals to identify what your typical buyer looks like and the type of signals they transmit when they’re looking to buy. 

Here are some the buying signals 6sense can sniff out:

  • Technographics: This includes the tech stack an account uses, whether the company uses a competitor or similar solution to yours, and when that solution was purchased (and if it’s approaching the end of a contract).
  • Organizational Performance: Is this account profitable and growing? Have they closed new funding? This could mean there’s money in the budget for your solution.
  • Market Forces: Uncover changing factors for an industry such as new regulations or compliance requirements that might result in the need for new products or services.
  • Active Research: See the keywords your accounts are researching and whether they’re comparison shopping you or your competitors. 

Uncovering these buying signals — and comparing them to years of historical deal data — would probably take a human more than three to four hours a day.  But AI-powered platforms do this in nanoseconds and are constantly updating to deliver a real-time view into which accounts are in-market.

With this data integrated into your CRM, you can sit down with a cup of coffee in the morning and instantly see which accounts are in the Crucial Consideration stage. You and your team’s day just got a lot easier, a whole lot more productive … and the mocha isn’t even cold yet. 

Let’s look at the impact.

Time is Money; Timing is Even More Money

A 6sense Business Impact Framework studied 100 random customers to see how this intent and signaling data impacted their businesses. 

Revenue generation, the lifeblood of any business, was 120% more effective when users could identify and pursue accounts that were in-market and ready to buy. 

“77% of opportunities created are ones that 6sense identified as being in Decision and  Purchase stages. The concept of ‘in-market’ accounts has permeated the entire revenue operations team.”

Casey Carey, CMO at Kazoo

Similarly, users found that their average days to close a deal reduced by 25%. For companies with longer sales cycle, that kind of reduction could equate to months saved.

All of that time saved allows your sellers to focus on new deals. The benefits start to snowball and suddenly the deals are rolling in, fast. 

Conclusion

Too many sales processes are limited by the time tied up in prospecting and qualifying leads.

With an AI-powered platform, your teams can instantly become aware of your target accounts that are in-market and ready to buy today — leading to more effective revenue generation and deals that close more quickly.

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Why AI is Replacing Automation for Winning Revenue Teams https://6sense.com/post/why-ai-is-replacing-automation-for-winning-revenue-teams/ https://6sense.com/post/why-ai-is-replacing-automation-for-winning-revenue-teams/#respond Fri, 25 Mar 2022 17:28:51 +0000 https://6sense.com/?p=13799 The consumerization of B2B is well underway. Eighty-two percent of business buyers want B2B sellers to provide the same personalized and relevant experiences they receive when buying for themselves.  Keeping up with these slick B2C-like experiences means that change is

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The consumerization of B2B is well underway. Eighty-two percent of business buyers want B2B sellers to provide the same personalized and relevant experiences they receive when buying for themselves. 

Keeping up with these slick B2C-like experiences means that change is coming to the way you go to market.

We’ve already explored how this revolution is impacting the makeup of your revenue team. It’s also transforming the technology your team relies upon to run successful revenue programs.

At the center of this shift is a migration away from sales and marketing automation software toward AI-powered platforms.

So why doesn’t automation cut it anymore? And how can AI fast-track your journey to becoming a winning revenue team? Let’s take a look.

AI Outsmarts Automation

The exodus from automation to AI began with big data.

These days, buyers conduct nearly all of their research long before they ever visit a vendor website or speak with a salesperson. And they’re conducting this research using channels that sellers have historically been unable to track (such as blogs, trade publications, SaaS review sites, social media, etc.). This invisible “digital breadcrumb trail” lives in what we call the Dark Funnel™

But platforms (like 6sense) use technologies that capture, de-anonymize, and analyze these intent signals, helping identify which accounts are most likely to buy … and therefore which to prioritize time and resources.

To be effective, however, these technologies must sift through thousands — sometimes millions — of data points to make their highly relevant deductions.

Traditional rules-based sales and marketing weren’t designed for this data-abundant world. They can’t handle the quantities of data it takes to offer great B2B experiences at scale. 

Most automation relies on software moving data from one place to another. In contrast, AI thrives on big data to provide precise insights and actions. Rather than simply moving data, AI understands and uses it — learning, predicting, and recommending what action to take next.

It’s this intelligence that has made AI the go-to technology for growing revenue teams.

Automation Still Serves a Purpose

But don’t cancel your automation subscription just yet. It still has a place in your go-to-market playbook. 

It saves your team time, labor, and money by doing the straightforward tasks you don’t want to perform over and over. Not to mention potential cost savings of 40% to 75%.

Automation works well for tactical tasks such as your nurture programs and newsletters. But when it comes to the strategic elements of modern marketing programs, it’s no longer smart enough.

Because, like the MQL before them, Marketing Automation Platforms (MAPs) haven’t kept up with the times. They were designed for linear, one-size-fits-all customer journeys. That’s not how customers buy today, with 10 or more stakeholders on buying teams, and countless paths to purchase. 

And this is reflected in the data. 50% of organizations report that their MAP’s lead scoring capabilities do not accurately surface the best leads. And only 40% report their MAP’s journey mapping capabilities are effective in helping them create engaging customer journeys.

The reality is you can’t rely on automation to identify and reach your buyers today. For that you need AI.

Get More From AI With Better Data

Seventy-nine percent of marketing and sales teams have achieved year-on-year revenue growth thanks to AI adoption. But it’s not as simple as plugging in an AI platform and “hey presto, more revenue!”

Because AI depends on data to work its magic.

To make the most of AI, you need a complete data set which includes historical data points, not just recent interactions. Healthy data sets are also accessible and organized. This means you have to look after your data by continually cleansing, de-duplicating, and merging it.

All of this means your customer data platform (CDP) plays an essential role in laying the foundation for AI. (We’ve written more about this here.)

Once your data’s in order, AI can start creating remarkable customer-first experiences. 

Three Ways AI Can Drive Better B2B Customer Journeys

From identifying business to winning deals and maximizing revenue, AI plays its part across the customer journey. Here are three ways you can put it to work:

Target In-Market Buyers

One in three account-driven organizations fail to align on targeting the right accounts. Rather than playing target account bingo, align your revenue team by using data and AI for your segmentation and targeting.

AI can find in-market accounts (aka accounts that are ready to buy right now) and prioritize target accounts based on factors such as anonymous intent activity, ICP fit, and current buying stage.

This empowers you to focus on the right accounts and personas to drive higher conversions using AI-powered behavioral and fit scores.

Engage at the Right Time

On average, sales and marketing teams that engage accounts at the best times in their journey experience a 120% improvement in revenue generation.

AI helps you drive this timely engagement. It powers suggested actions based on where accounts are in their buyer journey. That way, your team knows which action to take —- and when’s best to do it —- for maximum engagement with your customer. 

Personalize the Customer Journey

Eighty-four percent of customers say being treated like an individual is key to winning their business.

AI takes all the intent data your buyers unwittingly leave behind as they conduct product research and uses it to personalize the customer journey. Instead of relying on broad segmentation and basic personalization, AI lets you target customers at a more granular level. 

You can then use personalization at key moments across your customer journey, such as  personalized web experiences, content hubs, and chatbots. 

B2B Revenue Teams Are Already Winning With AI

AI isn’t some futuristic concept, or a tool reserved for tech giants like Amazon, Facebook, and Netflix.

By leveraging big data from all over your organization and making it actionable, AI helps you predict, prioritize, and proactively prime customers for conversation and conversion.

With results including 2x higher average deal value, a 10% better win rate, and a 25% reduction in cycle time, winning teams are already using AI to take their revenue programs to another level.

Read our Business Impact Framework to see the impact an AI-powered revenue platform could have on your business.

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Want More B2B Leads? Here’s How AI Can Fix It https://6sense.com/post/want-more-b2b-leads-heres-how-ai/ https://6sense.com/post/want-more-b2b-leads-heres-how-ai/#respond Mon, 18 Apr 2022 16:42:32 +0000 https://6sense.com/?p=14023 As artificial intelligence technologies continue to develop, many B2B revenue teams find it easier than ever to narrow down and identify likely leads. AI can help you:  Find more prospects Engage with them Weed out leads and prospects that may

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As artificial intelligence technologies continue to develop, many B2B revenue teams find it easier than ever to narrow down and identify likely leads. AI can help you: 

  • Find more prospects
  • Engage with them
  • Weed out leads and prospects that may not have an interest in your brand
  • Focus on your most promising leads

Read on to discover how AI-driven insights for lead-gen increases sales rates,  and uncovers more (and more valuable) B2B leads coming to your brand. 

Uncover Prospects You Never Would Have Even Considered

AI can spot patterns in your customer data that humans may never see. And then it uses those patterns to find sales opportunities that humans would never expect.  

The power of AI is especially clear when it comes to finding — and sealing — gaps in human awareness or decision-making. For instance:

  • Trends in customer attributes continuously shift, but your salespeople may never notice them (especially if they occur gradually)
  • You may also discover segments of your target audience spread over multiple salespeople
  • This increases the difficulty of clearly identifying those segments on your own

Consider these questions when you’re looking for more B2B leads: 

  • Do you have customers coming from a specific industry on a regular basis? 
  • Are your sales to a specific size of business growing more than you anticipated? 
  • Do your customers have something unexpected in common that may change the way you approach them? 
  • Is there a growing segment of your target audience that may need more of your attention? 

AI can help you look at trends for your current customers and your prospects. This helps you identify audiences you may not previously have considered, enabling you to customize your advertising efforts.

It also helps you learn more about your existing audience and its needs.  

Engage With Thousands of Prospects at Once

Top-of-the-funnel outreach remains a critical part of driving more B2B leads and sales. Unfortunately, it’s also a time-consuming part of the sales process.  

AI streamlines those top-of-the-funnel communications. Whether prospects are on your website or conducting research on third-party sites across the internet, AI can analyze those “digital footprints” and help create tailored messages to targeted accounts.  

Using AI at the top of the funnel offers additional advantages: 

  • Create multiple contacts with interested decision-makers, getting them ready to make a decision.
  • Customize content to the prospect so they’ll encounter content that speaks directly to their needs and concerns 
  • You don’t have to assign team members to early-funnel prospects; AI can handle those tasks 

Personalized Messaging

And with AI, you can provide customers with personalized digital experiences, starting from the first time they visit your website. They’ll see information that clearly addresses their specific pain points.  

You can personalize by: 

  • Company 
  • Needs 
  • Location 
  • Position within the company 
  • And much more

You Don’t Really Need ‘Leads’ Anymore

AI can help you get a better look at the overall engagement of your prospects, too.

Many B2B revenue teams define “leads” as someone who completed a website fill-form.  But the provided info rarely provides truly useful information about the potential lead. Do they really want to talk to you … or did they just want to access that sweet, sweet ebook?  

In fact, the 98% of prospects who never complete a fill-form — and never will — are often way more interested in your brand than someone who’s visited your site once, signed up to download your content, and never returned.

These folks are spending much more time browsing your website, consuming lots of your other content, and investigating other solutions. They may already be eager to invest in your products or services. With an AI-powered account engagement platform, you can illuminate these hidden buyer-intent signals and map them to the right prospects. 

How 6sense Can Help

6sense’s platform can help you track prospects’ actual engagement and their likelihood of making a purchase. Then you can focus on the clients who most need your services. You can take advantage of greater insights into your prospects and leads than ever before.  

Contact us today to learn more about how we can help you transform your approach to lead generation and nurturing to generate more B2B sales — not just more B2B leads.

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The RevTech Revolution: Using 6sense to ‘Feed the Hunters’ https://6sense.com/post/the-revtech-revolution-using-6sense-to-feed-the-hunters/ https://6sense.com/post/the-revtech-revolution-using-6sense-to-feed-the-hunters/#respond Wed, 13 Apr 2022 17:27:57 +0000 https://6sense.com/?p=13971 Windstream Enterprise is a leading service provider of cloud-enabled communications and security solutions, serving 45,000 businesses in North America. A few years ago, the company began struggling to grow its enterprise segment. The company’s marketing and sales tactics — focused

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Windstream Enterprise is a leading service provider of cloud-enabled communications and security solutions, serving 45,000 businesses in North America. A few years ago, the company began struggling to grow its enterprise segment.

The company’s marketing and sales tactics — focused on generating marketing qualified leads (MQLs) and targeting a known list of potential customers — were no longer as effective.

“There is a real and a meaningful opportunity cost when you allow these highly compensated sellers to just flail around and spray and pray and hope,” says Cliff Dinwiddie, Windstream’s Vice President of Strategic Marketing. “We all know that doesn’t work. And worse, it’s incredibly expensive and ineffective.

The company knew it needed to streamline its revenue-generating efforts and reached out to 6sense for help.

The Goal

Windstream decided to establish an account-based GTM strategy, and a key part of that effort was adopting a revtech stack that included tools such as Zoom, Outreach, and, critically, 6sense.

“The centerpiece of our martech stack is 6sense,” says Dinwiddie.

The Challenges

The challenges Windstream faced included:

  • Because of COVID, its large sales team couldn’t call on customers in-person
  • Without real-time data intel and insight into account behavior, it was difficult to send relevant messages to buyers, or to tell what content was generating the most lift
  • Spotty communication between marketing and sales
  • Demand generation was low

Potential clients were often unaware of Windstream’s current capabilities. Windstream had evolved from providing a single service (phone connectivity) to providing business solutions such as providing data security and ensuring  customers could connect to their networks from any device in any location. Windstream was failing to effectively get that message to the market.

Using the Dark Funnel™

6sense illuminated the Dark Funnel to help Windstream boost its demand generation. Windstream was able to generate stronger results thanks to:

  • Intent and buying signals from 6sense that helped Windstream deliver the right piece of content at the right time, matching the buyer persona and the buying stage of prospects
  • Insights into the performance of each piece of content, enabling Windstream to modify content and make corrections quickly
  • Signals indicating the best time to engage a buyer

The Sales Team

Windstream was asking the sales team to generate new sales and to upsell established clients. Because these activities require different skill sets, the company divided the team into groups it calls “hunters,” “farmers,” and “customer success.”

Then the company added a sales development representative (SDR) team to move prospects through the pipeline until they’re ready to be handed off to the hunters.

As Dinwiddie puts it, “6sense supports SDRs, and SDRs feed hunters,” which in turn increases revenue generation.

“By using this intent data from 6sense, we know who is interested in the solutions that we provide. We know where they are in their buying process. I know the kind of content to serve to them and when,” Dinwiddie explains.

“And most importantly, I know when to engage my seller with my prospect,” he continues. “6sense is the flashlight that my marketing and sales teams need so that they aren’t rummaging around in the darkness.”

The Results

As a result of using the right activities to streamline Windstream’s revenue-generating efforts:

  • Deals originally flagged as 6sense qualified accounts (6QAs) are worth twice the revenue as other deals Windstream is closing
  • The number of new logos is growing
  • The time to close deals is shorter

“So we got the best of all worlds. We’ve got deals that are larger, new logo sales are growing, and all of this is happening much faster thanks to our relationship with 6sense,” Dinwiddie says.

Resources

Breakthrough 2021 Presentation – Windstream Modernizes their TeleCom GTM Strategy with 6sense

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How B2B AI Can Help New BDRs Sell More, Faster https://6sense.com/post/how-b2b-ai-can-help-new-bdrs-sell-more-faster/ https://6sense.com/post/how-b2b-ai-can-help-new-bdrs-sell-more-faster/#respond Mon, 18 Apr 2022 16:28:37 +0000 https://6sense.com/?p=14022 AI-driven sales and marketing automation tools dramatically improve how revenue teams go to market — and few team members reap more positive benefits from AI than Business Development Representatives (BDRs). Thanks to AI’s ability to identify customer behaviors that reveal

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AI-driven sales and marketing automation tools dramatically improve how revenue teams go to market — and few team members reap more positive benefits from AI than Business Development Representatives (BDRs).

Thanks to AI’s ability to identify customer behaviors that reveal specific buyer concerns and signal a buyer’s readiness to purchase, BDRs gain an edge that empowers them to smartly engage prospects and sell more, faster. 

This is especially true for new BDRs. When it comes to properly prospecting and nurturing deals, they need all the help they can get.

If you’re on the fence about integrating AI-powered tools into your own organization’s revtech stack, read on. We’ll examine three effective and practical ways B2B AI helps new BDRs fill their pipeline with strong accounts.

1. You Can Focus on the Best Accounts

BDRs need to focus their time and energy on accounts with the greatest sales potential to maximize their chances of success. In B2B selling, this is often determined by:

  • The size of the deal
  • Customer industry
  • The customer’s buying stage when the BDR interacts with them

However, identifying these factors can be difficult, especially when dealing with large and complex accounts.

Thankfully, AI can effortlessly do this grunt work so BDRs can stay focused on prospect engagement. By analyzing a customer’s past behavior and current needs, B2B AI helps BDRs understand which accounts are in-market (aka ready to buy) and which buying stage they’re in. 

Armed with these recommendations, BDRs focus their efforts on accounts that are receptive to solutions.

2. Have Better Conversations

To stand out from the competition and increase the chances of contributing to a close/won deal, BDRs should send personalized messages that resonate with their prospects.

Today, personalization has become an integral part of the customer experience. 80% of customers say they are more likely to purchase from a company that offers a personalized experience.

Historically, personalization has been hard to achieve at scale. But AI can create  audience segments that can trigger automated marketing messages based on characteristics such as:

  • Company size
  • Location
  • Growth
  • Buying team personas
  • Keyword research the account has performed
  • Competitor research the account has performed
  • Existing tech stack
  • Stage in the buyer’s journey

As accounts move closer to the Consideration stage of the  journey,  BDRs can begin outreach, empowered with details about the account’s behavior and the content consumption habits of specific contacts within the company.

This enables them to introduce themselves with highly relevant messages, honed to answer specific questions and concerns. They can explicitly call out the opportunities that are most important to the individuals they’re calling and emailing, too.

3. Implement Timely Coaching

Navigating the world of B2B sales can be difficult, especially for new BDRs. They need world-class training if they want to improve their odds for success. This includes understanding:

  • How to successfully target potential customers
  • What to say when they reach out, and
  • How to close a deal

So, how does AI help with timely coaching?

With insight from AI, sales managers can focus their coaching efforts on identifying the accounts that are most likely to produce the most revenue. This allows them to help new BDRs get off to a strong start, and also build the skills and confidence they need to succeed in sales. 

By training BDRs to find the accounts that matter most — and then the tactics to successfully engage them — sales managers can help their team close more deals and increase company revenue.

Leverage 6sense to Sell More, Faster

Engaging customers and hitting your targets as a new BDR is hard work. But using AI to your advantage makes the process easier. With the help of AI, you can streamline your sales process and make more sales, faster. 

6sense is an AI-driven revenue generation platform that helps companies identify and target their most qualified accounts and prospects. It does this by providing actionable insights and predictions about buyers, their companies, and the markets they operate in. 

With its predictive analytics, 6sense can help you identify buying signals and prioritize opportunities. Ready to make more sales, faster? Contact us today to book a demo and learn more about 6sense.

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CMO Coffee Talk ‘Aha! Moment’: 5 Best Practices to Maximize Analyst ROI https://6sense.com/post/cmo-coffee-talk-aha-moment-5-best-practices-to-maximize-analyst-roi/ https://6sense.com/post/cmo-coffee-talk-aha-moment-5-best-practices-to-maximize-analyst-roi/#respond Thu, 14 Apr 2022 15:46:39 +0000 https://6sense.com/?p=13985 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


There’s no doubt analyst relationships (with firms such as Gartner, Forrester and the like) hold considerable influence over industries and buyers in numerous roles— IT, financial services, sales and marketing, and much more.

And for years, investing in analyst “subscriptions” has been a core part of the marketing communications budget for many good-to-great reasons.

Those reasons haven’t changed, although scrutiny and second-guessing of analyst relationship ROI has been a constant … and may in fact be growing. This was a topic of extended conversation during last week’s CMO Coffee Talk.

Analyst renewals come year round, and intensify at the start of new budget cycles. And too often, an analyst yes/no decision turns into a massive back and forth with opinions, assumptions and other subjective rationales flying in both directions.

Investing in analysts is never a black-or-white decision. Here are five best practices to consider when deciding what’s best for you.

1. Define Your Objectives First

Analysts can provide numerous benefits.  Which are most important to you?

Are you looking for broader awareness in your general industry or category? Looking for market insights from those already deeply embedded with history and perspective? How about feedback on your intended go-to-market plan and/or product road map? Sales referrals? Instant customer-centric content?

All are viable reasons to invest in analysts. At a minimum, stack-rank these and estimate their impact/value on the business.

For example, if you believe analysts should (or historically) generate qualified sales referrals, how many would make the paid relationship worthwhile?  

What impact would a more successful, potentially more efficient launch into your market (as a new entry and/or with new features) have on your short – and long-term revenue?

2. What Will It Replace In Your Budget?

In other words, what will you not have to buy to achieve a similar impact on the business? Will analyst insights replace the need for primary in-market research? Will an estimated volume of sales referrals replace the need for a portion of your marketing demand generation activity?

3. Define (or Approximate) the Market Overlap

What is the true coverage of the analyst’s sphere of influence vs. your target audience? If you’re serving the IT market, which specific segment are you addressing? What size companies?

Just because you’ve narrowed to cybersecurity, for example, doesn’t mean a particular analyst firm — let alone specific analysts — will help you. If they’re focused on enterprise and you’re focused on SMB, can you really expect the same ROI in terms of market intelligence, sales referrals, and more?

4. Don’t Assume It’s a ‘Pay for Play’ Game

If you negotiate, if you reduce your spend from last year, if you decline the premium subscription offering — that doesn’t mean analysts won’t cover you. Their reputation is built on providing comprehensive coverage and advice of the entire market, not just on those that are paying them.

We’ve all seen and worked with experts, consultants, and analysts who exclusively talk about their paid clients. Those aren’t the most influential people in their industry, are they?

If your product sucks but you have a huge budget, a good analyst firm still isn’t going to make you a category leader.

There’s a difference between a paid analyst engagement and ensuring the right analysts know your story. Sometimes a good, focused analyst relations program (as a component of your PR strategy or as a stand-alone) can do the trick. It still costs money (you’ll have to pay someone to do that work, internally or externally), but could be a more efficient use of budget.

5. Get a Commitment and Hold Them Accountable

Too often, there’s a tacit “assumption” that analysts are going to provide the implied or stated value.  You still need to be proactive and insistent on defining and managing deliverables as part of these and any external relationships.

Make clear your objectives up front, enumerate in writing (and in the contract) what your expectations, deliverables, and measures of success are from the engagement. Then be proactive in managing them to those objectives.

Analysts are still a vitally important, high-impact component of marketing programs — for startup, growth-phase and mature organizations. And like any investment, it’s still up to you to make the right choice and ensure it delivers.

Coming Up on CMO Coffee Talk…

In our next CMO Coffee Talk meetup (which is just around the corner!), we’re focused on using mind-mapping best practices to increase efficiency and output of internal brainstorming.  Want to help accelerate new creative ideas and innovation? You don’t want to miss this one!

Join Our Thriving Community!

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership.

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What Is Firmographic Data, and How Can It Enrich Your Sales Intelligence? https://6sense.com/post/what-is-firmographic-data-and-how-can-it-enrich-your-sales-intelligence/ https://6sense.com/post/what-is-firmographic-data-and-how-can-it-enrich-your-sales-intelligence/#respond Thu, 24 Mar 2022 14:56:37 +0000 https://6sense.com/?p=13763 Data-informed decision making is more efficient and effective than traditional methods of lead generation — and few data types are more effective than firmographics.  Sales intelligence and firmographic data help revenue teams decipher whether a lead or opportunity is worth pursuing,

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Data-informed decision making is more efficient and effective than traditional methods of lead generation — and few data types are more effective than firmographics. 

Sales intelligence and firmographic data help revenue teams decipher whether a lead or opportunity is worth pursuing, and provide critical clues that help close more sales and improve deal conversion rates.

But what in the heck does firmographic data mean, anyway?

What are Firmographics?

Firmographics are the shared characteristics ascribed to organizations to help segment them into different groups.

Firmographics are to companies what demographics are to people. Much like how you might segment 18-to-29-year-olds from a certain population into one group, firmographic data enables you to:

  • Divide companies that have, for example, over 2,000 employees and put them into one common group
  • While moving companies that have 1 to 1,999 employees into another

Good sales intelligence products always factor in firmographics (among other segmentation tools) to chart out actionable market segments, based on how good a fit they are to a particular firm’s sales efforts.

Firmographics save revenue teams a ton of time, effort, and resources that might otherwise be wasted chasing baseless leads. They help you shift attention towards evidence-based, data-driven leads, too.

How Do I Use Firmographic Data to Gather Sales Intelligence?

Determining which firmographic variables are important to your marketing and sales efforts is vital for success. A simple yet efficient method of aggregating firmographic data is to remove variables that heavily influence the way a business firm operates into consideration.

Using this exact approach, one study found that the firmographic information of more than 11 million U.S. companies, when paired with its public records, served as an extremely accurate measure in predicting whether a company would go bankrupt in a year’s time.

Leveraging these five firmographic variables can help you triangulate your sales and engagement efforts:

  • Industry
  • Location
  • Company size (number of employees or number of customers)
  • Status and structure (relationships between subsidiaries or franchises, or company type such as a private corporation or LLC)
  • Business performance (profit and loss statements, revenue fluctuations, customer satisfaction, financial statements, etc.)

Improving the Accuracy of Your Firmographic Data

Once you’ve aggregated these firmographic variables into actionable market segments, you’ve successfully condensed millions of prospective businesses into a few thousand ones. This kind of laser-like focus can send your conversions through the roof.

There are other types of prospective-customer firmographic data your organization can track and analyze, such as: 

  • Funding received
  • Hiring status
  • Keywords the company’s currently using to market its products

You can further filter your sales intelligence using data such as psychographics and technographics. This can greatly improve your targeting and help identify actionable market segments to fuel your business’s decision making.

It’s time-consuming and expensive to gather these firmographic data points through manual methods. Revenue teams can bleed out using pricey scraping tools, focus groups, customer interviews, surveys and other so-called solutions. 

However, 6sense’s automated Sales Intelligence capabilities eliminate this heavy lifting, deliver the firmographic data (as well as technographics, psychographics, and more) and AI-powered analysis and orchestrations you need to focus your sales and marketing efforts on the accounts that actually matter and are ready to buy right now.

Contact us or schedule a demo to learn more.

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With 6sense, HubSpot CRM and Microsoft Dynamics Just Got More Powerful https://6sense.com/post/with-6sense-hubspot-crm-and-microsoft-dynamics-just-got-more-powerful/ https://6sense.com/post/with-6sense-hubspot-crm-and-microsoft-dynamics-just-got-more-powerful/#respond Wed, 13 Apr 2022 00:04:51 +0000 https://6sense.com/?p=13967 HubSpot CRM and Microsoft Dynamics users now have access to a new superpower thanks to bi-directional integration with 6sense. The integration will put 6sense’s buyer insights directly into the CRMs so that sales reps can see which accounts are most

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HubSpot CRM and Microsoft Dynamics users now have access to a new superpower thanks to bi-directional integration with 6sense.

The integration will put 6sense’s buyer insights directly into the CRMs so that sales reps can see which accounts are most engaged, which decision makers are doing research, which other members of a buying team may be heating up, and what is driving their interest.

The end result: More focus and more deals. Sales reps will know who to contact, when to contact them, and key topics to talk about.

And that’s just the beginning. Here’s a closer look:

Predictive Analytics Based on Your Historical Deals and Real-Time Opportunities

Thanks to a recent 6sense product update, HubSpot and Microsoft Dynamics join Salesforce as world-class CRMs that are now even more powerful thanks to integrations with our platform.

The integrations open up several opportunities, which fall into two major overarching categories:

  • Sales teams now have access to dashboards that display 6sense insights into the behavior of their accounts. There’s no need to jump between platforms to spot key opportunities and insights.
  • 6sense can tap into CRM data and use AI and machine learning to spot more sales opportunities. This is done by spotting historical patterns that have driven revenue growth, and then looking for accounts that share similar firmographics, technographics, and behavior. 6sense then flags those accounts as promising targets for marketing and sales outreach.

Unified Data for Unified Revenue Teams

The integration also continuously cleanses and enriches your CRM data to ensure it’s accurate and ready for revenue teams to use.

Having a robust, unified dataset will help:

Marketing

  • Discover and continuously refine your ICP and TAM
  • Uncover and target accounts when they’re ready to buy
  • Dynamically segment audiences for personalization and analysis, without the data lag that can derail personalization efforts.

Sales

  • Proactively prospect into the right accounts, and reach out to the right members of buying teams
  • Make every conversation relevant based on engagement and intent data
  • Work smarter with focused dashboards, insights, and actions

Operations

  • Connect data, insights, and actions across the revenue team
  • Continuously enrich, acquire, and improve customer data
  • Conduct lead scoring based on data science rather than intuition
  • Inform territory design

Features

Bi-directional integration of your CRM helps your revenue team get the most out of 6sense platform with features including:

  • Single Source of Data Truth: Ensure all members of the revenue team are working from a unified dataset, which helps everyone stay on message and respond to the real-time evolving needs of potential customers. 
  • Data Enrichment & Management: Enrich your CRM with firmographic, intent, and buyer contact data. Have better conversations without needing to endlessly dig for information about prospects.
  • Marketing Dashboards: Track the buyer journey and measure your influenced pipeline at every stage. 
  • Engagement Personalization: Personalize the buyer journey for every audience across all channels. 
  • Sales Intelligence: Proactively prospect with AI-driven insights and dashboards. 
  • Predictive Modeling: Light up your Dark Funnel™ and prioritize in-market accounts with 6sense AI scoring.
  • Workflows: Continuously capture your audience and orchestrate engagement at scale.
  • Audience Building: Create dynamic always-on segments that utilize 6sense AI and enriched CRM data.
  • Analytics: Get insight into influenced pipeline reporting, influenced form-fill reporting, segment performance, and campaign influence opportunities.

Learn More About 6sense

6sense helps B2B organizations achieve predictable revenue growth with a platform that leverages data and AI to deliver insights — and empower action — when and where revenue teams need it. 

Ready to learn more about us? Take a spin around our site to:

Or you can contact us today with questions or to see 6sense for yourself.

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CRO Coffee Talk Takeaways: Building Elite Sales Teams https://6sense.com/post/cro-coffee-talk-takeaways-building-elite-sales-teams/ https://6sense.com/post/cro-coffee-talk-takeaways-building-elite-sales-teams/#respond Wed, 23 Mar 2022 19:20:23 +0000 https://6sense.com/?p=13751 Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark

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Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark Ebert, 6sense’s SVP of Sales.


If the Great Resignation has taught us anything, it’s that higher salaries and benefits aren’t the only drivers of employee attrition. In sales, where seller careers and company revenue alike are made and broken one quarter at a time, the effects of high attrition and poor performance can have an immediate impact on the rest of the business.

It’s no surprise then that one of the biggest topics on revenue leaders’ minds is how to build, scale, and maintain a robust sales organization, particularly in a hot market. When leaders have to continually over-rely on a few star sellers to hit the quarterly target, it can leave desperate sales managers figuratively looking under the sofa cushions for extra change. 

Ask a CRO what execution looks like across their team, and you’re likely to hear a similar analysis: there are a handful of top performers who “just get it,” some low performers who are probably in the wrong job, and a sizable pool of middle performers whose success can trend one way or the other depending on the quarter. 

Imagine if a CRO could increase the efficacy of each middle performer by 1% month over month. The incremental gains add up to an elite group of sales athletes forecasting more predictable pipeline and growing with the organization instead of dragging behind the ship like a broken mast. 

When we put the question of how to pull this off to some of the industry’s top-performing revenue leaders in a recent CRO Coffee Talk session, this is how they answered.

Skill vs. Will

Companies can hemorrhage sales talent when there’s no formal career path or coaching conversations to get them from Point A to Point B. For that reason, it’s never too early — no matter the size of your team — to start the skills assessment process. The best leaders think future-backwards: where could the seller be three to five years out, and how can we help get them there?

A simple assessment framework may start by identifying:

  1. Where the seller is now on the Skill Will matrix
  2. Where they want to go (and how that maps back to the organization’s goals)
  3. How to get them there
  4. How to track against that plan

ExecVision explains the skill vs. will difference simply as, “(s)kill is objective. You have concrete KPIs and best practices to measure against. Will, on the other hand, is more subjective, and can only be uncovered through one-to-one conversation and observation.”

If an experienced mid-market sales rep wants to move into a strategic enterprise selling role, for example, a Skill Will assessment can identify which skills the rep will need to learn and improve and whether or not they have the necessary desire to do so.

Broken down, that looks like:

  • High Skill / High Will — the rep has solid skills and is highly motivated to do what it takes to make the move
  • Low Skill / High Will — the rep needs support from their manager to polish their skills and has the desire to learn
  • Low Skill / Low Will — the rep needs to polish their skills but has no desire to do so
  • High Skill / Low Will — the rep has solid skills and therefore may think they don’t need to learn anything new

Coachability is critical. CROs want to surround themselves with sellers and managers who can take feedback because the most effective sellers are learn-it-alls, not know-it-alls.

The problem with the latter two categories in the Skill Will matrix is that the Low Skill / Low Will worker was probably hired for the wrong position, and may better serve a different part of the organization (if at all). The High Skill / Low Will worker may be someone who was previously motivated, but something happened that caused them to close themselves off from being fully engaged with the organization.

Great leaders don’t ignore these people, but use their feedback as a means to glean broader insights and identify potential patterns within their organization.

Decoupling Skills Assessments & Performance Reviews

Every sales manager is responsible for conducting performance reviews with their people. But performance against quota measures contributions to revenue growth, not the growth and development of the individual seller.Rolling out an effective Skills Assessment program can be very difficult when sellers, who are used to being under the unrelenting pressure of a target, confuse the assessment program with another way the organization may be trying to review their performance. Top-tier CROs own the command of the message by making the objective of the program crystal clear: to help with individuals’ career development and professional growth, not as a more circuitous form of a PIP.

One CRO noted a few reps asked him point-blank, “What if I assess myself poorly and my manager thinks I’m no good at my job?”

Effective revenue leaders understand that their sellers are a naturally cynical bunch. Acceptance may take time. Some reps will get it after they hear the objective three times, for other reps it’ll take 20 times. 

Internal Alignment Is Key

No matter how experienced or skilled the executive is, no one can elevate an entire organization on their own. Best-in-class CROs know that the entire organization from the Board down benefits from having a high-performing sales team. That’s why they won’t hesitate to secure support from the CEO.

With the CEO’s buy-in, CROs can then work with Human Resources to put frameworks and tactics in place. This may include asking specific questions in exit interviews and analyzing what motivated the former seller to leave the organization. In addition, skills assessments need to be standardized and integrated into the hiring process.

Developing a framework with HR can ensure all recruiters are leveraging the same assessments the same way, and are providing a uniform recruitment experience for potential new hires. 

Once revenue leaders have solved for the recruitment, onboarding, and offboarding processes, they need to tap some extra shoulders on their teams to assist with execution and measurement. When it comes to building out curricula and certifications, there’s no better-positioned team than the experts in Sales Enablement to get it done.


Work with Sales Enablement leaders to, as one CRO explained, “Identify who has the highest propensity to succeed within that framework. What does each rep need to know to do their job and what do they need to do to grow and develop in their career?”

Finally, CROs will need to pay extra attention to how well their first- and second-line managers execute their portion of the skills assessment program. Even the CROs in our group admitted how easy it was to lose track of email and projects that weren’t directly tied to performance on quota.

If that’s true for the head of the revenue engine, it’s doubly so for the sales managers underneath them, some of whom are first-time managers themselves. As good as skills assessments are, they still need first- and second-line sales leaders to be able to coach their people in a consistent manner. 

It Feels Good To Win

Teams that win together, stay together. When salespeople feel that their company is invested in their professional growth, attrition slows, internal promotions increase, recruitment costs plummet, and NPS scores rise.

Good CROs navigate deals and customer conversations to increase revenue. Great CROs do too but also put an emphasis on getting to know their people and understanding what makes them tick.

By elevating and upskilling the middle performers, best-in-class revenue leaders can not only exceed revenue targets but also cut down on the skyrocketing costs of attrition and the drain on resources caused by poor performance.

For more information on how to hire, scale, and develop elite sales teams check out some of our CROs’ top book recommendations:

What do successful revenue leaders have in common? They come together every other Wednesday to our CRO Coffee Talk conversations to compare notes and build a community around best practices and cautionary tales. 

If you’re the head of revenue at your organization and want to level up your game, won’t you join us?

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Magic Numbers: Breaking Down 6sense’s Intent and Engagement Scores https://6sense.com/post/magic-numbers-breaking-down-6senses-intent-and-engagement-scores/ https://6sense.com/post/magic-numbers-breaking-down-6senses-intent-and-engagement-scores/#respond Tue, 12 Apr 2022 16:15:53 +0000 https://6sense.com/?p=13963 When it comes to numbers, quality counts. Twenty-three years ago, the world was whipped into a Y2K frenzy. An estimated $100 billion exchanged hands for fear that computers would interpret the “00” in 2000 as 1900 and thwart power grids,

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When it comes to numbers, quality counts.

Twenty-three years ago, the world was whipped into a Y2K frenzy. An estimated $100 billion exchanged hands for fear that computers would interpret the “00” in 2000 as 1900 and thwart power grids, infrastructures, and economies around the world.

All because of two bad numbers.

Today, many of the revenue leaders that come to us at 6sense have realized it’s time to embrace better, smarter numbers. They’re tired of basing their massively important lead scoring and orchestration efforts on subjective “finger to the wind” data points that quickly become outdated.

They want more dynamic and proven calculations that can give them greater confidence when:

  • Rolling out new products and services
  • Breaking into new verticals and territories
  • Running effective content strategies

The clarity of their strategy and effectiveness of their sales and marketing programs hinge on magic numbers, some of which are simply more magical than others.

There are two standout numerical scores within the 6sense platform that overcome shortcomings seen elsewhere to offer customers a competitive edge:

  • Intent Scores 
  • Account Engagement Scores

What is 6sense’s Intent Score?

6sense’s Intent Score is a 1-100 measure of an account’s readiness to buy. This dynamic number is the culmination of the way multiple members of an account consume and interact with your content and team. For most 6sense users, this data point serves as the north star guiding their marketing strategy and decisions.

The intent score maps directly with the 6sense platform’s pre-defined buying stages:

  • Target Stage — For scores less than 20
  • Awareness Stage — For scores between 20 and 49
  • Consideration Stage — For scores between 50 and 69
  • Decision Stage — For scores between 70 and 84
  • Purchase Stage — For scores 85 and greater

What Makes It Special?

Different account management and marketing automation platforms offer their unique take on lead scoring, but these scores often have two big drawbacks:

Industry Scoring Problem 1: Arbitrary Metrics

Standard platforms require revenue teams to input rules and points according to their best guesses for which actions might be most consequential to a purchase. The scores prove faulty because the arithmetic was designed by biased, limited humans and based on moment-in-time assumptions that are no longer accurate — or were never accurate in the first place.

The 6sense Solution 

AI and machine learning constantly track which transactions and interactions matter most to opportunities as they progress down the funnel. The technology does the hard, never-ending work, calibrating to changes 24/7, eliminating the prospect of human error and exposing ripe opportunities. 

Industry Scoring Problem 2: Anonymity 

Most platforms can only score known leads, which means that the throngs of prospects who anonymously consume your content don’t factor into the equation.  

The 6sense Solution 

6sense’s special ability to expose anonymous intent data from the Dark Funnel fuels its Intent Score. By matching traffic and keywords from unique sources like IP addresses and device IDs to relevant accounts, it draws from a larger reservoir of information to suggest when and how an account is moving closer to a buying decision.

What is 6sense’s Contact Engagement Score?

Users can turn to 6sense’s Contact Engagement Scores to zero in on which contacts within a target account have engaged with your content and are likely to champion your solution within the larger buying team.

This scoring, also presented as a single number between 1-100, ignores the Dark Funnel intent data mentioned above to focus exclusively on owned content. In addition to helping your sales team prioritize outreach, the Contact Engagement Score empowers your marketing team to inspect which content is leading to revenue opportunities so they can double-down on what’s working or tweak what’s not. 

What Makes It Special?

Here again, the average account engagement or marketing automation platform has some noticeable shortcomings that 6sense has addressed.

Industry Scoring Problem 1: It’s Jerry-Rigged 

The engagement scores seen in standard platforms require lots of initial input, frequent adjustments — and yet are still often inept at predicting which content consumption activities predict readiness to purchase.

The 6sense Solution

6sense’s metric is based on historical precedents of past behavior – not front-end conjecture on the part of the seller. It’s more relevant because it’s modeled after the activities that actually led to other opened opportunities and closed deals.

Industry Scoring Problem 2: Bad Timing 

Standard programs often misread the contact’s readiness for a sale, prompting a business development professional to act too early or too late.

The 6sense Solution 

Because 6sense’s Engagement Score is subservient to its Intent Score, organizations can interpret a contact’s consumption habits and interests in light of the account’s overall buying interest. This framing helps to serve up content that matches both the buyer persona (often based on job role) and the account’s overall buyer journey.

Conclusion

Many RevOps programs suffer because of data points that are subjective, static, and offer limited visibility.

There’s no reason for guesswork. These weak numbers can be replaced with dynamic algorithms that constantly process massive datasets and learn based on what matters most to revenue teams — how deals are won.

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CMO Coffee Talk ‘Aha! Moment’: Are You Ready To Be Obsolete? https://6sense.com/post/cmo-coffee-talk-aha-moment-are-you-ready-to-be-obsolete/ https://6sense.com/post/cmo-coffee-talk-aha-moment-are-you-ready-to-be-obsolete/#respond Wed, 23 Mar 2022 14:39:15 +0000 https://6sense.com/?p=13739 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


New companies, new ideas, and new startups are creating momentum for themselves by challenging the status quo. Depending on the business or industry, the status quo in question could be:

  • Customers doing nothing, coasting without growing their markets (or growing their investments in your solution)
  • Working with a firm that’s no longer doing things effectively
  • Mistakenly believing a first-mover advantage will remain so as the market matures

Successful startups, however — those that make it through the early years and thrive — develop a product and message that overcomes that status quo and establishes a new standard of excellence

Then of course, the price of success is that you become the new status quo. And if you don’t continue to innovate, another startup will do it for you … and to you. 

Making Yourself Obsolete 

Last Friday’s CMO Coffee Talk conversation was all about marketing’s relationship with product strategy and product marketing. We covered a lot of ground with hundreds of CMOs who have tread this ground many times.

A shout-out to Alan Gonsenhauser who might have had the quote of the day: “If you don’t prepare to obsolete your products, someone else will.” 

No one thinks their company will be the next Kodak, Blockbuster Video, or BlackBerry. Those organizations had strong product strategies until the world changed — and they didn’t. Holding onto your own status quo is a recipe for obsolescence. 

Focus Outward, Always 

Years ago, I wrote a piece attempting to explain why so many former Microsoft employees were unsuccessful at startups.  A friend of mine, with whom I worked with at Microsoft and who’s actually been successful at multiple startups since, explained his take on the issue: 

“When you’re an early-stage business, you have no choice but to focus externally — building something precisely based on customer needs,” my friend said. “Unfortunately, as some businesses get larger, they start to focus primarily internally. They believe their own stories, stop listening to the market, and that’s where their competitive advantages start to fade.” 

The primary lesson I took from last Friday’s CMO Coffee Talk is to keep a steady, almost obsessive focus externally. Ensure the market is guiding and informing your product strategy, roadmap and positioning decisions. 

As your business grows, of course internal voices wil synthesize and summarize what they’ve heard externally. Just make sure the customer voice is clear, unfiltered, and constant. 

 Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meet-up (which is just around the corner!), we’re talking about the role of behavioral science on B2B marketing. How can behavioral best practices impact product adoption and customer retention? Shirin Oriezy from Next Step will join us once again to share more principles and use cases of how behavioral science is impacting B2B marketing success at organizations worldwide. 

Check out her CMO’s Guide to Behavioral Science and don’t miss this one! 

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Click here to apply for membership. 

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Pitfalls and Solutions for Using Artificial Intelligence in B2B Marketing https://6sense.com/post/pitfalls-and-solutions-for-using-artificial-intelligence-in-b2b-marketing/ https://6sense.com/post/pitfalls-and-solutions-for-using-artificial-intelligence-in-b2b-marketing/#respond Mon, 11 Apr 2022 16:28:34 +0000 https://6sense.com/?p=13955 B2B marketers have been blazing trails by adopting artificial intelligence tools. Unfortunately, some trailblazers make mistakes. Pitfall #1: Letting AI Write Content Without Oversight Writing content is time-consuming, and doing it well requires focus, precision, and expertise that isn't always

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B2B marketers have been blazing trails by adopting artificial intelligence tools. Unfortunately, some trailblazers make mistakes.

Pitfall #1: Letting AI Write Content Without Oversight

Writing content is time-consuming, and doing it well requires focus, precision, and expertise that isn’t always easy to maintain. AI-generated written content is one of the shiniest promises being presented to B2B marketers these days.

But take a breath before handing over a list of keywords to a bot and calling your content writing done. Without human oversight, AI-generated content is usually plagued with problems. Poorly written AI-generated content can be:

  • Generic
  • Irrelevant
  • Inaccurate

A Nature post from March 2021 explored the rise of language-generating AI and found that the technology has improved by leaps and bounds — often fooling even eagle-eyed readers into thinking it was produced by a human mind.

However, the technology’s strength also masks its weaknesses. While it may look like it was written by a human, it can sometimes mimic a boorish, ignorant, badly misinformed human.

“It works by observing the statistical relationships between the words and phrases it reads, but doesn’t understand their meaning,” the article explains. Hate speech, racist and sexist comments, and nonsense answers are all possible outcomes when relying on AI writing.

One of the more infamous examples in Microsoft’s AI chatbot, Tay. Within 24 hours of interacting with social media, it went from saying “humans are super cool” to praising fascism.

Whether you are using AI-generated content for chatbots, blog posts, or email, don’t do it without some significant and trained human oversight.  

A Better Approach: Let AI Find Engaged Prospects

Rather than letting AI take over the writing of your content, give it a task where it can really excel: finding better prospects to read your content in the first place.

A much better use of AI is to model your best customers and let the algorithms identify more people who will follow in their footsteps — or at least in their clicks.

Once you know the type of customer who engages most heavily with your marketing and consistently moves through the sales funnel, you can use this information to recreate that success reliably and predictably.

Pitfall #2: Relying on Irrelevant Data Sets

AI offers fantastic solutions to many B2B marketing pain points, but it can only do so if it has access to high-quality data. Before you implement an AI marketing strategy, make sure you’re feeding the AI accurate data.  

First-party data — that is, the data you’ve collected directly from your audience — is crucial for targeting your best prospective buyers. AI excels at pattern recognition, but the promise of AI only becomes a reality if the data is good to begin with.

If the AI can develop a strong portrait of your best customers, it can find more customers who are similar — including customers you may not have ever considered. But if inaccurate data paints a skewed portrait, your AI results will be similarly skewed. 

A Better Approach: Refine Your Data Collection Now

Before you invest in new AI software or implement a new AI strategy, refine your data collection processes.

Starting with a data set that’s accurate and as complete as possible goes a long way toward ensuring the return on investment in AI strategies.

Now’s the time to look at your data collection processes with a critical eye and:

  • Clean up existing data sets to remove or replace inaccurate and incomplete information
  • Segment existing data sets in a way that makes sense for your goals
  • Refine first-party data collection touchpoints


Covering these data-collection fundamentals empowers you to effectively implement your AI strategy. 6sense works with new customers at the beginning of an engagement to clean and improve their data sets. It’s foundational to success.

Pitfall #3: Over-Personalizing in a Way That Freaks Out Customers

The whole point of personalizing marketing is to make the prospective customer feel seen, understood, and appreciated.

AI enables us to identify customers at the moment they most need us. Doing so well makes our products and services a welcome reprieve. It’s like seeing a best friend in a crowd of strangers. But over-personalization can have the opposite effect.

The reality of creepy marketing overreach is true for any business, but B2B businesses should be particularly careful. You’re marketing to professionals who are in their workplace roles, and stepping into overly personal marketing strategies will probably come off as inauthentic and potentially inappropriate.

Remember, crossing the line into creepy territory will be difficult to correct. If you overstep, it’ll take far more work to regain trust and credibility than it did to lose it.

A Better Approach: Set Boundaries and Use the Golden Rule

Treat others as you want to be treated. This rule has its place everywhere from the schoolyard to the boardroom … and it’s a great guideline when it comes to setting boundaries for your personalization approach.

Think about what you’d want to see as a potential customer. If an approach would strike you as too personal, don’t use it.

What do customers regularly report as acceptable in personalization? Marketing that targets their actual buying and browsing habits. Use data related to online behavior that’s relevant to your product or service.

When it comes time to engage your customers with a personalized approach, make sure the content is, well, actually engaging. Provide meaningful, relevant content. Use what you know about your customer to deliver value to them. Be a casual friend, not a stalker.

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6sense Named a Leader in 11 G2 Spring 2022 Grid Reports https://6sense.com/post/6sense-named-a-leader-in-11-g2-spring-2022-grid-reports/ https://6sense.com/post/6sense-named-a-leader-in-11-g2-spring-2022-grid-reports/#respond Tue, 22 Mar 2022 14:37:43 +0000 https://6sense.com/?p=13707 6sense, the leading platform for B2B organizations generating predictable revenue, today announced that it has been named a Leader across 11 categories in the G2 Spring 2022 Grid Report. 6sense was also recognized as the number one ranked account-based advertising

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6sense, the leading platform for B2B organizations generating predictable revenue, today announced that it has been named a Leader across 11 categories in the G2 Spring 2022 Grid Report. 6sense was also recognized as the number one ranked account-based advertising platform by customers for the sixth consecutive reporting period.

The Leader designation signifies that 6sense has earned best-in-class ratings by verified customers for both customer satisfaction scores and market presence in each of the 11 categories. The high customer satisfaction score was reflected in feedback scores that included:

  • 99% of users rated the 6sense ABM/ABX platform with 4 or 5 stars for Account-Based Advertising Software.
  • 98% of users rated the 6sense ABM/ABX platform 4 or 5 stars for Account-Based Orchestration.
  • 99% of users believe the 6sense ABM/ABX platform is headed in the right direction for Account-Based Orchestration.

Slintel, a 6sense company, was also ranked as a Leader or High Performer in five shared categories with 6sense and ranked as a Leader in two additional unique categories, Lead Capture and Competitive Intelligence. Recently acquired Saleswhale, a 6sense company, was also ranked as a High Performer in three additional unique categories that includes Conversational Marketing, AI Sales Assistant, and Intelligent Virtual Assistants.

  • 96% of users rated Slintel with 4 or 5 stars for Lead Capture and Competitive Intelligence.
  • 100% of users rated Saleswhale with 4 or 5 stars for Conversational Marketing, AI Sales Assistant, and Intelligent Virtual Assistants.

“This G2 report highlights the combined power of 6sense with some of our newest acquisitions, Slintel and Saleswhale, which bodes well for the future of our AI-driven revenue platform,” said Viral Bajaria, Chief Technology Officer and Co-founder of 6sense. “We continue to innovate for sales, operations, and marketing teams to drive pipeline and revenue growth. The customer reviews from G2 validate our vision to empower these teams to accelerate converting pipeline to revenue.”

Highlights from verified customer feedback on the G2 platform:

  • Simply put, 6Sense makes it easier to answer the question “What is my ideal customer account interested in – and how can I better reach them?” It’s made coordinating with sales easier as a fellow marketer because we’ve aligned on what should be included in a Sales alert / segment, and I as a marketer can work to keep our brand and relevant content in front of the right companies within our ICP who might be displaying buying intent.”
  • 6sense helps salespeople target accounts that are researching your space and your competitors. This is wildly helpful to understand their terminology so you can tailor your outreach to their vernacular.”
  • How are you selling without this??? How it (6sense platform) tells you which accounts to go after. I have no idea how anyone in sales prioritizes accounts without using 6sense because it literally tells you which accounts have the highest propensity to buy.”
  • Excellent real-time data enrichment. We use Slintel to identify the right companies with the right technographics. It’s been able to help us move faster and smarter with the accounts that we target.” 
  • A Demand Marketer’s Dream. (With Saleswhale) we were able to automate our follow-up across several campaign types — demo requests, webinars, and high-intent activities — automatically, consistently, and with a human touch.”

6sense was listed as a Leader in 11 G2 Spring 2022 Grid categories:

  • Account-Based Advertising Software
  • Account-Based Analytics Software
  • Account-Based Orchestration Platform 
  • Account Data Management Software
  • Buyer Intent Data Tools
  • Lead Scoring Software
  • Lead Intelligence Software
  • Market Intelligence Software
  • Marketing Account Intelligence Software
  • Marketing Analytics Software
  • Sales Intelligence Software

Slintel was listed as a Leader or High Performer in five Spring 2022 Grid categories:

  • Lead Scoring
  • Lead Intelligence
  • Market Intelligence
  • Buyer Intent Data Tools
  • Sales Intelligence

Saleswhale was listed as a High Performer in three Spring 2022 Grid categories:

  • Conversational Marketing
  • AI Sales Assistant
  • Intelligent Virtual Assistants

G2 is a peer-to-peer business solutions review website. Within each category, products are ranked by customer satisfaction and market presence and placed into one of four categories on the Grid. Products in the Leader quadrant are rated highly by G2 users and have substantial market presence scores. Read additional customer reviews of the companies at the 6sense G2 review page, Slintel G2 review page and the Saleswhale G2 review page.

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These Technologies Help Manufacturers Stay Ahead of Market Trends https://6sense.com/post/these-technologies-help-manufacturers-stay-ahead-of-market-trends/ https://6sense.com/post/these-technologies-help-manufacturers-stay-ahead-of-market-trends/#respond Thu, 07 Apr 2022 16:00:36 +0000 https://6sense.com/?p=13944 Because manufacturers require longer lead times for product changes than other industries (due to reliance on materials, fabrication times, and other considerations), it’s hard for them to quickly react to shifting consumer sentiment. Demand forecasting for manufacturers has traditionally been

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Because manufacturers require longer lead times for product changes than other industries (due to reliance on materials, fabrication times, and other considerations), it’s hard for them to quickly react to shifting consumer sentiment.

Demand forecasting for manufacturers has traditionally been like steering a boat: you make tiny adjustments based on faraway observations on the horizon. But what if you suddenly need to make a sharp turn?

Will you be able to deliver what the customer needs? Can your marketing and sales team adapt in time?

Failing to accurately forecast demand leads to increased costs, reduced sales, and less overall revenue. But there are ways to leverage digital technologies to reliably understand market sentiment and quickly adapt your business to changing trends.

Read on to learn more.

Past Performance Doesn’t Equal Future Performance

According to a Salesforce report, only 36% of manufacturers feel very prepared for industry changes that will occur within the next 10 years. Many organizations rely on lagging indicators to understand their customers’ desires.

These indicators represent historical data points that don’t necessarily foretell what your customers will want in the future, especially when industry-wide disruptions occur. Examples of these indicators include:

  • Sales performance of a particular product over the last five years
  • Seasonality trends of your products
  • Past costs for materials and shipping services

To truly understand your customers’ needs, look at leading indicators — data points that reflect what’s going to happen in the future, not what’s already happened.

Using Digital Technology to Uncover Market Trends

Thankfully, predicting market demand and leveraging leading indicators is easier than you might think. You don’t need to conduct lengthy user focus groups or blast out customer surveys. 

Instead, you can use the actual information that buyers are researching right now on the internet to reveal where to take your products (and your sales and marketing efforts along with them). This buying behavior could be:

  • Reading online industry publications
  • Visiting your website
  • Digging around your competitors’ websites
  • Communicating with fellow buyers on forums 
  • Posting on social media
  • And much more

For decades, this online activity occurred far from sellers’ eyes, impossible to detect or analyze. (We call this anonymized data-realm the Dark Funnel™.) In fact, 70% of buyer research happens anonymously and without your knowledge. 

But these days, account engagement platforms — which leverage artificial intelligence, machine learning, and other groundbreaking technologies — can accurately detect, deanonymize, and analyze these buyer activities.

They can provide razor-sharp insights into what your customers and prospects are thinking about, and what they’re searching for online. 

Keyword Tracking and Monitoring Web Activity Equals Winning Forecasting

With the right platform, you can track keywords that cover all of the topics related to your business, products, and industry — and receive real-time data on the things your target market is searching for.

Are your buyers curious about a new style, or a new function, of a product? Has there been a technological breakthrough that they’re now keen to learn about? Is there broad shifting sentiment toward a different component, style, or material?

By tracking the keywords customers and prospects are actually searching for, your organization unlocks:

  • Key insights into branded and generic terms
  • Actual data on what topics are driving the most interest
  • Insights into what competitors are doing

With the right keyword tracking, you’ll know exactly what’s coming for your industry … and you can predict how to manage your product mix for the upcoming quarter or year. This results in better overhead planning and inventory management.

And it provides deep, actionable insights for your sales and marketing teams when these new products go to market.

Conclusion

In the manufacturing industry, reliably forecasting demand for products and services is crucial to the health of your business. Without proper insights, you’re left merely guessing at what customers want.

But the right technology can reveal the exact keywords and research your buyers and customers are searching — which will point your entire business in the right direction. 

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What are Technographics, and Why are They Important for B2B Revenue Teams? https://6sense.com/post/what-are-technographics-and-why-are-they-important-for-b2b-revenue-teams/ https://6sense.com/post/what-are-technographics-and-why-are-they-important-for-b2b-revenue-teams/#respond Mon, 21 Mar 2022 17:08:37 +0000 https://6sense.com/?p=13688 Fads come and go within B2B marketing, but technographics — a term that not long ago had been dismissed by many as buzzword — has had true staying power. These days, many marketing leaders believe technographic data holds the key to

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Fads come and go within B2B marketing, but technographics — a term that not long ago had been dismissed by many as buzzword — has had true staying power.

These days, many marketing leaders believe technographic data holds the key to optimizing and maximizing revenue opportunities for B2B organizations.

For decades, demographics has been the go-to practice to analyze and define markets. And as robust as analysis based on age, income, profession, and brand preferences might be, demographics can’t answer many important questions such as:

  • What if you want to know what kind of tech stack your prospects are using?
  • What are their existing IT systems?
  • What kind of technology would most naturally fit into their present framework?

Enter technographics. Technographic data helps answer these questions and more by giving you the complete digital blueprint of your potential customer — bringing you significantly closer to closing a deal.

Why Should Technographics Matter to You?

The shift towards digital platforms has radically transformed all sectors, including marketing. 

These days, it’s become easier for marketers to understand customers — and create customer segmentation — by analyzing their buyers’ digital footprint. The ability to illuminate, capture and analyze this anonymized information often leads to more impactful campaigns, accurate forecasting, and personalization.

Technographics represent the latest addition to this shift. Today, most businesses leverage technological solutions to improve their functions. Most of these solutions are widely used … which means we know a lot about their capabilities and adaptabilities.

Knowing what a prospect’s tech stack is — and crucially, if it’s compatible with your solution — dramatically accelerates your outreach and informs what kind of engagement to use

Let’s take a look at two ways that technographic data can influence your marketing goals and processes.

Example A: Product Company

Let’s say that one of your flagship products is a marketing tool. And let’s say that technographic data reveals that four of your targeted companies are using the marketing automation tool Hubspot.

Now, what does that mean to you and your revenue team?

Hubspot customers are more likely to invest in marketing intelligence since they need to continually input this kind of information data into Hubspot. 

If you have a marketing intelligence tool that can help fulfill those needs, technographics help identify which prospects are most likely to invest in your tool.

The same logic applies to any field. Whether you have a solution for applicant tracking, inside sales, marketing automation, delivery management, or order management, the right information about your customers’ existing tech stacks can help you estimate how much they’re willing to spend — and how your solution fills the gaps that they need to address.

Example B: Service Provider

Now put yourself in the position of a service provider. Let’s say one of your key services is helping companies shift from an on-premise to cloud-based solution. 

Here, technographic data forms an essential stepping stone as it reveals which companies have not yet implemented cloud solutions. It also shows what kind of on-prem IT structure they have. This helps you deduce which companies to target and how to engage them.

Technographics empower you to know far more about your prospects than simple demographics can provide.

Benefits of Technographics for Account-Based Marketing

Information — and the accuracy of that information — plays a pivotal role in Account-Based Marketing. Technographics delivers key benefits for adoptees of ABM, including:

1: Knowing the Customer Better

By understanding the existing tech stacks of the customer, you’re better positioned to identify a prospect’s pain points and authoritatively speak to how your solution might eliminate them.

2: Better Personalization

You can personalize marketing campaigns in ways that truly resonate with buyers. Instead of fishing for possible gaps in a prospect’s systems, you already know what the shortcomings are. This enables you to craft highly relevant messages.

3: Sales and Marketing Teams are Better Aligned

When marketing teams are armed with accurate technographic data, it’s much easier for their organizations’ sales team to do what they do best: close deals. Now, marketers can generate positive rapport with prospects long before a sales rep makes contact.

4: Higher ROI

Technographic data also eliminates the guesswork and high costs of unearthing a prospect’s technological infrastructure. Streamlining this process generates a higher ROI compared to manual approaches.

The 6sense Advantage

After reading this primer, you may still have several questions about technographics, such as: 

  • How can I look up who is using my competitor’s products or who are using products I integrate with?
  • How can I find contract renewal dates?
  • How do I get access to this information?
  • And others

6sense has the answers … and the technographic data and AI-powered analysis to supercharge your revenue team’s outreach and conversations. Contact us for more information, or schedule a demo today.

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AI-Driven Sales Enablement Tools to Empower Your Team https://6sense.com/post/ai-driven-sales-enablement-tools-to-empower-your-team/ https://6sense.com/post/ai-driven-sales-enablement-tools-to-empower-your-team/#respond Thu, 07 Apr 2022 01:11:34 +0000 https://6sense.com/?p=13935 According to McKinsey Analytics research estimates, AI is projected to generate $1.4 to $2.6 trillion of value for sales and marketing teams, making it an essential part of any business’ sales strategy. But which tools should your business be using?

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According to McKinsey Analytics research estimates, AI is projected to generate $1.4 to $2.6 trillion of value for sales and marketing teams, making it an essential part of any business’ sales strategy.

But which tools should your business be using? Let’s dive in and explore some of the best AI-driven sales enablement tools on the market today.

Better RevOps Forecasts

Clari is a leading revenue operations platform that’s gained popularity for accurately forecasting revenue pipelines and identifying accounts that may be ready to buy. 

The platform combines automation and AI to unlock and assess activity data from critical business systems – including CRM, marketing automation, conversations, content management, and e-commerce – to provide actionable insights that help sales reps close more deals.

It also considers historical data about past deals, and looks for companies in your pipeline that have similar profiles and behaviors. This helps you spot the best sales opportunities and predict likely deal value.  

Clari was named a leader in revenue operations and intelligence by Forrester Research for its pipeline management, forecasting, and analytics capabilities.

Email Management

Email marketing remains one of the most effective digital marketing channels, generating an average of $42 for every $1 spent, translating to 4,200% ROI. Today, there are more than 4.3 billion email users worldwide, and the number is estimated to hit 4.6 billion (over half of the world’s population) by 2025. 

However, with over 300 billion emails sent every day, it is increasingly difficult for sales teams to manage their crowded inboxed and send personal responses.

Saleswhale is an AI-driven email marketing tool that automates the email marketing process to help you nurture accounts and flag those ready to buy. It uses artificial intelligence to identify the most promising leads and sends them targeted content at the right time to increase the chances of conversion. 

The platform’s AI lead conversion system also helps you discover neglected pipeline opportunities, empowering you to recover deals that might have otherwise slipped through the cracks.

By automating the email marketing process, Saleswhale frees up your team’s time to focus on other tasks, such as developing relationships with key accounts and closing deals. The platform is designed to work with your existing CRM and marketing automation tools, making it a seamlessly integrated part of your sales enablement strategy.

Saleswhale was recently acquired by 6sense.

Website Personalization

It’s estimated that only 2% of first-time web visitors are ready to buy, which means you need a way to engage with the other 98%. How? By personalizing messages and content to each individual buyer.

A startup company has very different needs than a Fortune 500 business. Many B2B websites try to win over both groups with the same static messaging — and it kills potential deals. 

Mutiny is a tool that helps you recognize which accounts are visiting your site and then adjust the content based on buyer persona and firmographics. This enables you to deliver 1:1 personalized messaging that deepens engagement and shows that you can address their specific needs.

AI Chatbots

Drift is an effective AI-driven messaging platform that uses customer behavior data to provide customers with smart, on-topic, and instant messaging. It enables you to connect with your customers in a friendly, personalized way, adding value to the customer experience. 

This helps amplify trust and credibility with potential buyers, resulting in more opportunities and closed deals. What’s more, Drift’s platform is designed to work with your existing marketing and sales tools, making it a seamless addition to your sales enablement strategy. 

Related Content

Customers love content relevant to their interests and needs, and they’re more likely to stick around if you provide them with valuable and helpful information. 

PathFactory and Uberflip are great examples of content marketing platforms that use past account behavior to generate additional content recommendations. The platforms enable you to package meaningful content into effective digital experiences relevant to your target audiences. No more generic content.

They also help you understand which content is influencing deals, which helps your team create more focused marketing pieces and invest in the channels generating results.

Turbocharge Your Sales Team with 6sense

We’ll take a moment to toot our own AI-powered horn, too. 6sense is the industry-leading AI-driven platform that leverages AI and deep machine learning to help you find the right prospects, identify buying signals, and predict when a deal is most likely to close. It integrates directly with leading CRMs and other AI tools to deliver a 360º view of potential deals.  

We’ve been recognized for our market-defining technology by Forbes Cloud 100, G2, TrustRadius, Gartner, and Forrester, and for our strong culture by Glassdoor, Inc. magazine, and Comparably.

Book a demo today to see how 6sense can significantly improve your organization’s pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably.

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What is Psychographic Segmentation, and How Can It Improve Account Targeting and Conversions? https://6sense.com/post/what-is-psychographic-segmentation-and-how-can-it-improve-account-targeting-and-conversions/ https://6sense.com/post/what-is-psychographic-segmentation-and-how-can-it-improve-account-targeting-and-conversions/#respond Mon, 21 Mar 2022 15:29:40 +0000 https://6sense.com/?p=13683 For nearly 50 years, psychographic data has empowered marketing and sales teams to carve out inch-perfect strategies that target highly specific audiences based on psychological factors. Put another way, companies use psychographic data to generate revenue by: Finding out what’s

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For nearly 50 years, psychographic data has empowered marketing and sales teams to carve out inch-perfect strategies that target highly specific audiences based on psychological factors.

Put another way, companies use psychographic data to generate revenue by:

  • Finding out what’s emotionally important to folks
  • And catering to those needs through highly relevant, persuasive messaging

Psychographics originated within consumer behavior research, but modern B2B revenue teams are getting in on the action, savvily using psychographic data to personalize engagement among their target accounts’ employees, key personnel, and members of management.

This practice isn’t just for deep-pocketed Fortune 50 companies. Your organization can also  integrate psychographic data into its strategies to effectively persuade the right buyers.

What is Psychographic Segmentation?

Psychographics is a segmentation method that derives actionable market segments by assigning specific psychological characteristics to buyers based on their:

  • Behaviors
  • Interactions
  • Opinions
  • Personal interests

It enables businesses to predict their customers with uncanny accuracy, through the inspection of relevant variables. From crafting content to designing social media campaigns, psychographics can powerfully enhance an audience’s association with the brand or product/service, and increase conversion rates.

B2C Psychographic Variables With Examples

When setting out to use psychographic data to segment your target audience, the most important step is to choose the right attributes — as in, the attributes and variables that will help you precisely predict your next customer.

The information that hails from these six psychological factors is especially important when performing psychographic segmentation:

1. Values and Attitudes

This often constitutes the ideals, mannerisms, and self expression that arise as a result of the consumer’s personal lifestyle or accomplishments. They’re more likely to purchase your product or service when your sales strategies reflect their own values and attitudes.

2. Personality Traits

A consumer’s personality traits is another crucial parameter when ideating and designing a campaign. People tend to associate themselves closely to deep-seated personal inclinations such as patience, sense of humor, etc. These facets may be defined using models such as “The Big Five Personality Traits”:

  • Openness to experience
  • Conscientiousness
  • Extraversion
  • Agreeability
  • Neuroticism

Engaging a consumer based on their personality can go a long way, allowing your solution to resonate with the intended audience.

3. Lifestyle

A consumer’s lifestyle also influences their world views (and receptiveness to messages that complement it). People tend to associate themselves with different categorical personas that may arise from a mixture of worldly identifications like:

  • Profession
  • Hobbies
  • Role models
  • And more

For instance, a consumer may identify themselves as adventurers, sport fans, parents, corporates, or socialites.

4. Social Status

The social status of a consumer can be based on several factors, however, economic segmentation into the upper, middle, and lower classes is most commonly used for psychographics and marketing.

5. Interests and Activities

Consumers can also be segmented based on shared interests and activities. Individuals tend to develop strong associations with their personal interests, which can be leveraged by savvy marketers to craft resonant outreach.

6. Opinions

A consumer’s personal opinions also play a key role in shaping how they see themselves — and how they associate with a product or service. Segmenting consumers based on shared opinions can act as a powerful tool to design instinctually associative campaigns for your solution.

Drilling Down On B2B Psychographics

The focus in B2B psychographics centers on, unsurprisingly, the B2B buyer. When it comes to psychographics, there aren’t many differences between B2C consumers and B2B buyers.  

While a buyer’s needs are motivated by the needs of their company, they are also influenced by “softer” factors such as:

  • Their personal needs
  • Their corporate culture
  • Personal or organizational perceptions of risk
  • Causes that their employer may support
  • And more

These factors enable marketers to calibrate their value propositions and communications to best suit the wants of each specific buyer — which increase the odds of conversion.

Organizational psychographics can predict the innovativeness of an organization especially within the context of contemporary multi-person B2B buying teams. In fact, studies indicate that psychographics play an instrumental role within larger buying teams since buyers often have shared values and are in regular communication with each other.

And while factors such as quality, price and service will always remain important to buying teams, additional research suggests that non-rational, social, and personal components of industrial buying can be equally influential in purchasing decisions.

(Personal motives such as individual recognition and career advancement influence buyer decisions, research indicates, while social motives such as their company’s acceptance and adoption of the selected product also make a difference.)

By gaining an understanding of the motives behind industrial buying, marketers are better equipped to create a more personalized and profitable selling strategy.

Technology and Modern Psychographics

Buyers conduct research on the internet, often on third-party websites such as industry publications, blogs, social networks and product review websites. This means billions of interactions, data points and other useful user information about buyers are accumulated every day across the web. 

Historically, sellers have been unable to track this behavioral data, leaving this invaluable activity within a longstanding blind spot we call the Dark Funnel™.

However, the AI-powered capabilities of world-class account engagement platforms (like 6sense) can deanonymize, illuminate, compile, and analyze those buyer intent signals in ways that can reveal a great deal about buyers and the companies they work for.

These technologies can also discern specific users’ behavioral patterns and psychological traits — including psychographic data. Armed with this data and processed through the proper account engagement platform, revenue teams can increase productivity, reduce costs, and craft personalized, effective outreach that cuts through the noise and truly resonates with buyers.

Conducting Psychographic Segmentation

Psychographic segmentation can be conducted using a variety of methods, including:

  • Profiling likely participants
  • Web- and field-based customer service applications
  • Scraping data from various user platforms and social media
  • Pricing/value and price sensitivity studies
  • Surveying and interviewing customers
  • Creating online communities of customers and focus groups
  • And more

The downside to these activities is that they consume lots of time, effort, and resources. Further, the resulting qualitative data may be hard to comprehend considering that every buyer is unique. Worse still, if the psychographic segmentation isn’t conducted in an appropriate way, it could lead to inaccurate results.

As a result, most businesses delegate these tasks to third-party agencies which often costs a lot of money. 

However, solutions like 6sense and its industry-leading Sales Intelligence capabilities eliminate nearly all of the cost and effort associated with collecting and analyzing psychographic data, and combine it with other market segmentation methods such as technographics and firmographics.

This empowers your revenue team to predict your business’s next customer with pinpoint accuracy. 

The most efficient, cost-effective, time and resource saving way to gather sales intelligence today is by using all-encompassing sales intelligence tools like 6sense that analyze the right variables for your business — and delivering precisely targeted accounts that are in-market to purchase your solution right now.

Contact us for more information, or schedule a demo today.

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Here’s Why Your BDR Needs an AI Wingman https://6sense.com/post/heres-why-your-bdr-needs-an-ai-wingman/ https://6sense.com/post/heres-why-your-bdr-needs-an-ai-wingman/#respond Thu, 07 Apr 2022 01:03:48 +0000 https://6sense.com/?p=13932 Closing more deals is the number one priority for B2B business development representatives (BDRs). Unfortunately, your BDR team spends only 22% to 37% of their total time doing the actual selling. They’re also performing tasks like: Scheduling appointments Researching leads

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Closing more deals is the number one priority for B2B business development representatives (BDRs). Unfortunately, your BDR team spends only 22% to 37% of their total time doing the actual selling. They’re also performing tasks like:

  • Scheduling appointments
  • Researching leads
  • Logging calls

CRM management and updates take roughly one-fifth of their time. This leaves less time for closing deals … and it also leaves BDRs feeling bogged down and frustrated. And with an average of only 2% of cold calls leading to appointments, it’s no wonder most BDRs feel like they’re constantly spinning their wheels.

Enter artificial intelligence.

Introducing an AI-powered platform to help with repetitive tasks frees up your BDR team’s time to focus on what they’re good at: selling. AI gets mundane tasks out of your BDRs’ way, freeing them to make more calls with better prospects — and close more deals. 

However, simply adding an AI platform to your team isn’t enough. You need a plan to leverage that AI for your BDRs. Here are some benefits of using AI to power your BDR team:

1. Cold-Calling Sucks

Cold-calling is one of the least favorite activities of BDRs. It’s often cited as the number one reason people leave the BDR role. In fact, 63% of sales reps cited making cold calls as one thing they hate most about their job — and it’s obvious why. 

Cold calls are time-consuming, often requiring up to eight calls to sell to a customer. They have an abysmal success rate, with the average BDR saying only 2% of their calls turn into appointments. 

Besides, most prospects find cold calls intrusive. They’re very likely to hang up when they realize they’re speaking to a sales rep. This rejection can be tough on even the most experienced BDRs and lead to burnout and turnover. So, how does an AI wingman help?

By using AI to identify when a prospect is interested in your solution, you can help your BDRs avoid the frustrating experience of making countless cold calls that go nowhere. 

With AI for BDRs, your reps will quickly identify which accounts are worth pursuing and which ones they can safely ignore for the time being. 

2. AI for BDRs Helps Narrow Your Outreach to Likely Buyers

One of the benefits of using AI to power your BDR team is identifying which of your accounts are in-market. This means that you can focus your outreach efforts on the prospects that are most likely to buy from you right now.

Many B2B sales teams hone in on an Ideal Customer Profile that’s limited to firmographic data, such as:

  • a certain number of employees
  • in a specific industry
  • in a particular region

This is a good starting point, but AI can help you spot far more actionable signals, including: 

  • Technographic data that identifies a prospect’s website tech stack, or changes they have recently made changes to their site
  • Which companies are searching for keywords relevant to your business, or researching competitors
  • Which potential customers are moving deeper into their decision-making process — even if they haven’t filled out a form on your site 

This information is valuable; it helps you adjust your outreach strategy on-the-fly to ensure you’re always staying one step ahead of your competition.

By using data, AI identifies patterns and trends among your best customers and uses that information to find more leads that look like customers, behave like customers, and are likely to buy like customers.

This saves your BDRs time. But it also helps them be more successful. They’re only reaching out to those leads that are most likely to convert.

3. AI-Powered Buyer Insights Can Help You Close Deals

In addition to knowing who you should talk to, AI can also help your BDRs know what to talk about. When you understand customers’ intentions and their buying-journey stage, you can tailor pitches to be more consultative and helpful. You can also provide more relevant information based on their needs. 

Using this approach, your BDRs will stand out among the competition —  and build trust and credibility with potential customers. 

AI for BDRs can provide your team with critical information about a customer’s needs, pain points, and budget by analyzing customer data. AI-powered buyer insights help you close more deals by:

  • Understanding your prospect’s role in their business, and specific pain points
  • Understanding their research journey so you can offer solutions and distinguish your solution from competitors 
  • Automating sales execution tasks to free up your BDRs’ time

These insights also help sales managers focus their training and coaching time  on BDRs who are working to reel in strong accounts. In addition to maximizing pipeline value, this generates wins that boost morale and reinforce new skills. 

6sense: Your Ideal AI Wingman

With the help of 6sense, your BDRs can say goodbye to the days of cold-calling and start generating more qualified leads that are ready to buy. 6sense is an AI-powered platform that provides real-time intelligence about a customer’s intent and buying behavior. 

6sense also offers valuable insights into a customer’s needs and budget so BDRs can customize their pitches. Best of all, 6sense integrates with your existing CRM and marketing automation tools. 

If you’re ready to take your B2B sales to the next level, book a demo today to learn more about how we can help arm your BDR with game-changing AI capabilities.

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Revenue Team, Assemble! Why Sales, Marketing & Customer Success Work Better Together https://6sense.com/post/revenue-team-assemble-why-sales-marketing-customer-success-work-better-together/ https://6sense.com/post/revenue-team-assemble-why-sales-marketing-customer-success-work-better-together/#respond Fri, 18 Mar 2022 19:05:55 +0000 https://6sense.com/?p=13648 If we can take one lesson from the movies, it’s that teams do better together. From the Avengers to Anchorman, our favorite characters overcome their problems when they put aside their differences and “assemble!” So why aren’t sales, marketing, and

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If we can take one lesson from the movies, it’s that teams do better together. From the Avengers to Anchorman, our favorite characters overcome their problems when they put aside their differences and “assemble!”

So why aren’t sales, marketing, and customer success following the script? After all, we’re working towards the same goal of achieving predictable revenue growth.

Sure, each part of the revenue team has a specific role to play. But to provide a flawless experience, their efforts must join up — across goals, data, and technology. You want a finely-tuned orchestra, not a rag-tag collective of soloists.

By its very nature, the SaaS sale is ongoing. Signing the contract is just the start. You’ve got to build a lasting relationship for both parties to get full value from the partnership. 

So selling with rigid siloes across customer-facing teams and data doesn’t make sense. At best, it serves up generic, forgettable experiences. At worst, it creates disjointed buyer journeys that often lead to churn. 

To get past this, we need a new way of working. It’s time for your sales, marketing, and customer success teams to take their cue from Hollywood. It’s time for your revenue team to assemble!

Team Misalignment Leads to Underwhelming Experiences

The never-ending emergence of new channels makes B2B buying more complex. With six to 10 buyers per account, each with their own unique concerns, means there are countless paths to a purchase. 

But one thing hasn’t changed. Sales, marketing, and customer success all serve the same person — the customer. And, while each function has its own contribution to make, all should be working together to make the customer. Because, ultimately, customer-centric companies are 60% more profitable.

When sales, marketing, and service teams align, you see the kind of consistent and consultative experiences that build trust. 

Think about when you shop for your favorite brand. Whether you’re online, in-store, or talking to customer service — it’s the same brand. You don’t differentiate across channels, or teams. And your customers are no different. Eighty-two percent of business buyers say they want the same experience as when they’re buying for themselves. 

Unfortunately, they’re not getting it. Why? Because while 76% of customers expect consistent interactions across departments, 54% say it feels like sales, service, and marketing teams don’t share information. 

This misalignment makes it impossible to serve up the experiences your customers want, or achieve the predictable revenue you need. 

Fixing the B2B Buyer Journey

So misalignment breeds broken B2B buyer journeys. But what happens when your revenue team comes together? 

Firstly, from a practical standpoint, when sales, marketing, and customer success work closely you align on goals, personas, and KPIs. You make sure you’re going after the same accounts — something one in three account-driven organizations fail to do.

Beyond this essential alignment, when marketing, sales, customer success combine we start to see the real magic happen. With data and insights shared between the disciplines, customer journeys suddenly become personalized and driven by context:

Marketing gets the knowledge and insights they need to really understand your customer. Messaging becomes targeted, timely, and relevant — all the stuff marketing’s supposed to be.

Sales can see all the data, right from your customer’s research stage. They understand when to engage and which marketing assets fit with where the customer is in the journey. They can also curate perfect examples from customer success to demonstrate how you’ve already delivered what your prospect is looking for.  

Customer success can see the bigger picture and act accordingly. They’re coming prepared with a complete knowledge of the interactions a customer has had to date with marketing and sales. 

The continual sharing of data and information is a virtuous circle, one that matches the cyclical nature of SaaS sales. What’s more, a joined-up revenue team gives you better visibility of performance across the sales cycle. You can report, plan, and see any shortfalls — right from pipe creation to sales and customer renewals.

Assembling Your Revenue Team

Bringing together marketing, sales, and customer success is your path to better B2B experiences (and predictable revenue growth). 

But uniting your entire revenue team requires change. Changes to your culture, the way you talk about your solutions, and the way you work. Moreover, it takes a platform that can make this unified approach possible.

You’re in luck. At 6sense, we’ve done away with separate categories to create the single revenue powerhouse we call revenue technology, or “RevTech.” Our platform puts your entire revenue team under one roof, backed by AI, big data, and machine learning.

With shared insights and real-time actions orchestrated by AI, your revenue team can combine efficiently and accurately at scale. More importantly, they can work together to build lasting relationships and help your customer navigate their unique buyer journey in the smoothest way possible. 

So take a tip from the movies, start assembling your revenue team today.

For more tips on how you can align your revenue teams, check out this research report.

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CMO Coffee Talk ‘Aha! Moment’: Please Swipe These Ideas! https://6sense.com/post/cmo-coffee-talk-aha-moment-please-swipe-these-ideas/ https://6sense.com/post/cmo-coffee-talk-aha-moment-please-swipe-these-ideas/#respond Wed, 06 Apr 2022 13:59:32 +0000 https://6sense.com/?p=13925 Editor's Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané

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Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. 


Twice a year in the CMO Coffee Talk community, we do Swipe File Friday. We have a #swipe-file Slack channel that’s regularly populated with great and proven work, and these bi-annual sessions are a chance to bring those shares to life. 

Last week’s shares included a problem solving framework, Lifetime Value and Customer Acquisition Cost calculation recommendations, private equity board slides, performance review samples, Product-Led Growth “snack” innovations and much more. 

One of my favorites this session came from a member who shared her marketing team’s Diversity, Equity, and Inclusion guidelines. 

A Reminder to Be Mindful, Humble, and Open 

The DEI guide’s introduction is worth sharing in its entirety: 

The marketing team has drafted a set of guidelines to help us be mindful and intentional of diversity and inclusion as we do our work. We have a unique responsibility in that we create content that represents our company and our team, writing the words and choosing the pictures to tell our story. We recognize that it’s important to be intentional and clear about diversity and inclusion in our work.   

This document is not finished. It is a start. Our team is learning and growing, we are becoming more comfortable discussing diversity and the impact of our choices. We recognize that we each come with our own implicit, unintentional bias, and it’s often an easy shortcut to do things the way they’ve been done before. We have decided to bring intention into our work, engage in dialog, and, starting where we are, get better over time. We welcome your input. 

Common Phrases That Can Undermine DEI Efforts 

Out of all the guide’s insights (available in its entirety in the CMO Slack if you’re a member), the list of common terms and phrases with complicated and often racist histories was particularly enlightening to me. On the list of phrases/words to avoid include:  

  • Jip / Gyp / Gypped / Jipped 
  • Off the reservation 
  • Sold down the river 
  • Peanut gallery 
  • Spirit animal 
  • Uppity 
  • Grandfathered in 
  • Moron 
  • Paddy wagon 
  • Bugger 

Some of these you might already avoid, and I bet there are others that surprised you. Here’s more on several of their histories 

Coming Up on CMO Coffee Talk… 

In our next CMO Coffee Talk meetup, we’re inviting former analysts to share insights on how analyst firms think and operate. What specifically gets an analyst’s attention? How are new categories created and how/when do Waves/Quadrants/etc. get created and updated? You don’t want to miss this one!

Join Our Thriving Community! 

If you’re a B2B CMO or head of marketing and want access to a community of your peers (1,300 strong and growing) as well as many specific ABM-related resources, benchmark reports, tactical examples and more, we welcome you! Apply for membership here.

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Why Agile Marketing Is a Must-Have for Modern RevOps Teams https://6sense.com/post/why-agile-marketing-is-a-must-have-for-modern-revops-teams/ https://6sense.com/post/why-agile-marketing-is-a-must-have-for-modern-revops-teams/#respond Fri, 18 Mar 2022 15:47:36 +0000 https://6sense.com/?p=13637 Marketing methodologies have changed dramatically in the last 10 years. Where it once made sense to design long-term marketing plans and review them periodically, new marketplace demands and technology require B2B marketers to be ready to pivot in an instant. 

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Marketing methodologies have changed dramatically in the last 10 years. Where it once made sense to design long-term marketing plans and review them periodically, new marketplace demands and technology require B2B marketers to be ready to pivot in an instant. 

Many B2B teams are moving towards agile marketing to address this state of constant change. But what exactly is agile marketing and what are its benefits? Read on to find out.

Agile Marketing, Explained

The concept of “agile” comes from software development. As its name suggests, it was conceived as a way for teams to work faster and more productively. Rather than aiming for one big rollout, teams:

  • Break the project into small, manageable chunks
  • Continually evaluate progress
  • Swiftly handle issues and adjustments

Agile has helpful components worth considering, such as daily stand-up meetings and progress trackers. But one technique you should adopt is the sprint.

Sprint is the amount of time given for project completion. It should be enough time to achieve a level of progress, but not so long that teams can stray off task. Two weeks is a standard sprint length.

It’s better to repeat a sprint — or set the same goals for the same length of time — rather than have one longer sprint. The shorter the sprint, the more precise your actions must be.

Agile marketing applies that same methodology to its own arena. Rather than viewing the fiscal year or quarter as a single entity, it examines it in manageable chunks or “sprints.” This allows teams to make data-driven decisions quickly and flexibly.

For example, an agile marketer may realize that a particular sales territory or market segment is underperforming year-over-year. To compensate, they dedicate a sprint to creating more pipeline for that sales territory or market segment.

How To Do Agile Marketing

There are many variations of “agile,” but they all boil down to this: 

  • Set clear, short-term goals
  • Work toward those goals 
  • Examine the results

When combined with a forward-looking pipeline plan, agile marketing removes the spreadsheet guesswork that can lead to ugly surprises in future quarters.

Sprints can be dedicated to specific go-to-market segments, or drill down even further within a segment to target desirable stakeholders.

The beauty of agile is that marketers don’t have to commit to a single strategy and hope for the best. Instead, they can examine data on current pipeline, sales, or campaigns, and use that information to create a sprint and test their strategy. 

For instance, you might want to dedicate a sprint to a nurture campaign directed at a particular buyer persona. A sprint also might be created to reflect sales cycles, to ensure the marketing team is making smart choices about when to launch a campaign.

The length of the sprint and its goals are flexible. What matters is that both the objectives and the endpoint are clearly defined so that the marketing team can objectively evaluate the results of the sprint. 

Why Do Agile Marketing?

Agile is a must for the revenue-focused marketer because it uses revenue goals as the starting point, rather than the endpoint. Marketers examine their company’s yearly goals and work backward to determine what pipeline they have, and what they’ll need to reach those goals. They can then work toward achieving those goals over successive sprints. 

More importantly, they should understand the context of the current pipeline status. Overall pipeline may be up, but if deal size or conversion rates are down, achieving future bookings targets may become challenging.

Pipeline for segments with a longer sales cycle needs to be balanced with pipeline that will convert faster.

Remember, agile is not a magic wand. Adopting it will not immediately solve all your marketing challenges, or make bad marketers into great marketers. What it will do, however, is give your team the flexibility to quickly identify pain points and solve them.

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Creating Content for Each Stage of the Buyer’s Journey https://6sense.com/post/creating-content-for-each-stage-of-the-buyers-journey/ https://6sense.com/post/creating-content-for-each-stage-of-the-buyers-journey/#respond Tue, 05 Apr 2022 19:40:51 +0000 https://6sense.com/?p=13917 A key feature of account-based marketing is ensuring your prospects receive the right message at each stage of the buyers’ journey. But what should that content look like? Here are some insights into the topics that we at 6sense like

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A key feature of account-based marketing is ensuring your prospects receive the right message at each stage of the buyers’ journey. But what should that content look like?

Here are some insights into the topics that we at 6sense like to deliver to different channels to help ensure our prospects get useful, persuasive information no matter where they are in their buying journey. 

Use these tips to begin mapping out an ABX strategy for your organization, which will give you a huge leg up when you’re ready to layer in the insights 6sense can provide.

First, Some Buying Funnel Fundamentals

Top of Funnel: Customers at this stage realize they have a business problem, and are looking for solutions. Top of funnel content should focus on helping them understand their problem, not on selling a solution. The piece you’re currently reading is an example! 

Middle of Funnel: At this stage, customers have identified possible solutions and are weighing their options. Convince them your solution is the right one with messaging that differentiates you from your competitors.  

Bottom of Funnel: By this stage of the funnel, customers are getting ready to make their decision. They’re familiar with your brand by now, so content can focus on your unique value proposition and validating the customer’s decision to move forward.

With those stages of the buyers’ journey in mind, here are some tips for creating content specifically for each stage.

Website Content

As the central informational hub for your brand, your website is the most important channel for reaching customers throughout every stage of the funnel. Make sure it meets the needs for all of your prospects with the following:

Top of Funnel

Help customers diagnose their business problem and how to solve it. This can look like:

  • High-level blog posts describing common problems and non-neutral solutions
  • Downloadable checklists and cheat sheets that can help them identify their needs
  • Links to third-party studies and analyst reports that present unbiased insights

Be sure to make your website content SEO-friendly and rich with generic keywords so customers will find your brand during this initial stage.

Middle and Bottom of Funnel

Let your website be a helpful tool during your customers’ decision-making process with content such as:

  • Blog posts that cover their problems more in-depth, and position your product or service as a solution 
  • Downloadable guides that compare pricing options, or compare your solution to that of your competitors
  • Case studies, customer reviews, and testimonials — Ideally organized by industry, persona, or other segments 

Since potential customers have clearly defined what problem they’re looking to solve, SEO keywords can be more specific at this stage. Middle and bottom of funnel content can also cite KPIs your solution can influence, as well as exciting stats.

Also, help your brand stand apart from the competition with an “About Us” section that highlights your core values. Customers are eager to do business with companies that are passionate about why they do what they do.

Videos

You can find article after article explaining why video is critical to an omnichannel marketing strategy, so we won’t go into it here. But it’s important to mention that since the needs and goals of customers at each stage of the buyers’ journey are different, you should have a library of videos that covers them all.

Top of Funnel

Similar to web content made for early stage customers, videos intended for top of funnel audiences need to be educational, unbiased, and unbranded. In fact, repurposing high-level blog posts for top of funnel video scripts can lead to easy content creation wins.

Since customers in the research stage are consuming a lot of information, it’s important that videos capture and keep their attention. That means keeping them as short as possible, not packing them with too much information, and using graphics that are engaging and relevant to the topic.

Middle and Bottom of Funnel

Videos for later-stage customers can be a bit longer, as long as they respect the viewers’ attention and contain only the information they need to consider their options and make a final decision.

Helpful video content at these stages include:

  • How-to’s
  • Q&A’s
  • Product demonstrations
  • Customer interviews and testimonials

Here’s an example: 

 

Other Channels

Once you understand the needs and expectations of your customers at the various stages of the funnel, it’s easier to shape your omnichannel strategy to reach them where they are and deliver the information they’re seeking. 

Here are some ways other channels can help you reach customers with the right message at the right time.

Top of Funnel

Social media channels are great for brand awareness, which is critical at this stage. Build up awareness with a regular posting cadence, sharing general educational content from your brand and reputable third-party sources too. Thought-provoking posts can also offer insight into your brand values, and encourage meaningful conversations and engagement.

Middle of Funnel

Targeted SEO keywords aren’t just necessary for your website content. Use them for paid ads as well, and entice customers evaluating their options to take a closer look at what you have to offer.

Review sites are also valuable channels during the consideration stage. Make sure your brand’s profiles are up to date so customers can make a fair assessment of how you stack up compared to your competitors.

Bottom of Funnel

Regardless of the channel, content at this stage should encourage customers to make a decision. Include a clear call-to-action for customers to sign up for a product demo, get a free trial, or request to be contacted by sales. 

Post-Purchase

It’s critical to generate content geared toward customers as well. Engaging customers post-purchase helps with satisfaction and retention, which leads to repeat business. It encourages them to be champions of your brand, too.

Keep your brand front of mind with:

  • User guides that help customers get the most out of your products and services
  • Blog posts, infographics, and other sharable content about best practices
  • News announcing product updates, user conferences, and other events

Conclusion

Just like creating content based on your audience’s persona or industry, taking the stages of the buyers’ journey into consideration when you craft omnichannel content can help you deliver a more precise message. 

This kind of specificity helps your content feel bespoke by speaking to your customers’ unique needs at the timing they’re ready to hear it on the channels where they’re most likely to be, demonstrating your brand’s position as a thought leader and reliable solution for your customers’ problems.

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40 Business Growth Quotes to Inspire Your Team https://6sense.com/post/40-business-growth-quotes-to-inspire-your-team/ https://6sense.com/post/40-business-growth-quotes-to-inspire-your-team/#respond Thu, 17 Mar 2022 21:10:09 +0000 https://6sense.com/?p=13629 Even with the best possible growth marketing strategy, businesses rarely follow a straight path of progress. Through every round of testing and learning, observing and iterating, achievements and setbacks, it’s important to stay on track. But how can business leaders

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Even with the best possible growth marketing strategy, businesses rarely follow a straight path of progress. Through every round of testing and learning, observing and iterating, achievements and setbacks, it’s important to stay on track.

But how can business leaders keep teams motivated for the long haul? 

We curated this list of 40 business growth quotes to help inspire your team through the ups and downs that every company experiences.

Maintain Forward Momentum

1. “No company can afford not to move forward. It may be at the top of the heap today but at the bottom of the heap tomorrow, if it doesn’t.”

—James Cash Penney, Founder of JCPenney

2. “Even if you are on the right track, you’ll get run over if you just sit there.”

—Will Rogers, actor and humorist

3. “If you can’t fly, then run. If you can’t run, then walk. And, if you can’t walk, then crawl. But whatever you do, you have to keep moving forward.”

—Martin Luther King Jr., minister, activist, civil rights leader

4. “Growth, in some curious way, I suspect, depends on being always in motion just a little bit, one way or another.”

—Norman Mailer, writer, activist, and actor

5. “The most dangerous poison is the feeling of achievement. The antidote is to every evening think what can be done better tomorrow.”

—Ingvar Kamprad, founder of IKEA

Pay Attention to the Present

6.“Forget past mistakes. Forget failures. Forget everything except what you’re going to do now and do it.”

—William Durant, co-founder of General Motors

7. “I don’t focus on what I’m up against. I focus on my goals and I try to ignore the rest.”

—Venus Williams, professional tennis player

8. “Everyone wants to live on top of the mountain, but all the happiness and growth occurs while you’re climbing it.”

—Andy Rooney, radio and television journalist

9. “See things in the present, even if they are in the future.”

—Larry Ellison, co-founder & Executive Chairman of Oracle

10. “Money is like gasoline during a road trip. You don’t want to run out of gas on your trip, but you’re not doing a tour of gas stations.”

—Tim O’Reilly, CEO and founder of O’Reilly Media

Fail More, Fail Better

11. “It doesn’t matter how many times you fail. It doesn’t matter how many times you almost get it right. No one is going to know or care about your failures, and neither should you. All you have to do is learn from them and those around you because all that matters in business is that you get it right once. Then everyone can tell you how lucky you are.”

—Mark Cuban, entrepreneur, owner of the Dallas Mavericks, co-owner of 2929 Entertainment, and chairman of AXS TV

12. “Don’t worry about failure; you only have to be right once.”

—Drew Houston, founder and CEO of Dropbox

13. “The real test is not whether you avoid this failure, because you won’t. It’s whether you let it harden or shame you into inaction, or whether you learn from it; whether you choose to persevere.”

—Barack Obama, 44th President of the United States

14. “The only way you are going to have success is to have lots of failures first.”

—Sergey Brin, co-founder of Google

15. “It’s important to be willing to make mistakes. The worst thing that can happen is you become memorable.”

—Sara Blakely, founder of Spanx

16. “It’s fine to celebrate success, but it is more important to heed the lessons of failure.”

—Bill Gates, co-founder of Microsoft

17. “Do not be embarrassed by your failures. Learn from them and start again.”

—Richard Branson, founder of the Virgin Group

18. “The only real mistake is the one from which we learn nothing.” 

—Henry Ford, founder of the Ford Motor Company

19. “Success is most often achieved by those who don’t know that failure is inevitable.”

—Coco Chanel, fashion designer and founder of the Chanel brand

20. “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.”

—Michael Jordan, former professional athlete dubbed the greatest basketball player of all time by the NBA

Take Risks Without Fear

21. “Fearlessness is like a muscle. I know from my own life that the more I exercise it the more natural it becomes to not let my fears run me.”

—Arianna Huffington, President of The Huffington Post Media Group

22. “If you are not embarrassed by the first version of your product, you’ve launched too late.” 

—Reid Hoffman, co-founder of LinkedIn

23. “Don’t be afraid to give up the good to go for the great.”

—John D. Rockefeller, business magnate and philanthropist

24. “Risk more than others think is safe. Dream more than others think is practical.”

—Howard Schultz, CEO of Starbucks

25. “If you can push through that feeling of being scared, that feeling of taking a risk, really amazing things can happen.”

—Marissa Mayer, co-founder, Sunshine; former President & CEO of Yahoo!

26. “Play by the rules, but be ferocious.”

—Phil Knight, founder of Nik

Nothing Beats Hard Work

27. “I never dreamed about success. I worked for it.”

—Estée Lauder, co-founder of the Estée Lauder cosmetics company

28. “The only place where success comes before work is in the dictionary.”

—Vidal Sassoon, world-renowned hair stylist and founder of the Vidal Sassoon hair care line

29. “The big secret in life is that there is no big secret. Whatever your goal, you can get there if you’re willing to work.”

—Oprah Winfrey, talk show host, producer, actress, and philanthropist, recognized as one of the most influential women in the world

30. “Some people dream of success, while other people get up every morning and make it happen.”

—Wayne Huizenga, entrepreneur and past owner of Blockbuster Video and various professional sports teams

31. “In the end, a vision without the ability to execute it is probably a hallucination.”

—Steve Case, co-founder of AOL

32. “Opportunity is missed by most people because it is dressed in overalls and looks like work.”

—Thomas Edison, entrepreneur who has been described as America’s greatest inventor

33. “The only thing that overcomes hard luck is hard work.”

—Harry Golden, writer and newspaper publisher

34. “So often people are working hard at the wrong thing. Working on the right thing is probably more important than working hard.”

—Caterina Fake, co-founder of Flickr

Just Don’t Quit

35. “It always seems impossible until it’s done.”

—Nelson Mandela, President of South Africa from 1994 to 1999 and globally recognized revolutionary and political leader

36. “Success is not final, failure is not fatal; it is the courage to continue that counts.”

—Winston Churchill, Prime Minister of Great Britain during World War II

37. “Success seems to be largely a matter of hanging on after others have let go.”

—William Feather, publisher and author

38. “If you really look closely, most overnight successes took a long time.”

—Steve Jobs, co-founder, Chairman, and CEO of Apple

39. “Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit.”

—Conrad Hilton, Founder of Hilton Hotels

40. “It’s hard to beat a person who never gives up.”

—Babe Ruth, baseball Hall of Famer

Conclusion

Growth marketing can be daunting, but with the right mindset and the right tools it’s a powerful way for business leaders to realize expansive success.

With 6sense as your account engagement partner, you can maximize efficiency, optimize your sales funnels, and manage your pipeline to achieve your growth goals. Get in touch with us to learn more.

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CRO Coffee Talk Takeaways: The Importance of Employee Experience in Attracting, Developing, and Retaining Talent https://6sense.com/post/cro-coffee-talk-takeaways-the-importance-of-employee-experience-in-attracting-developing-and-retaining-talent/ https://6sense.com/post/cro-coffee-talk-takeaways-the-importance-of-employee-experience-in-attracting-developing-and-retaining-talent/#respond Tue, 05 Apr 2022 00:12:01 +0000 https://6sense.com/?p=13904 Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark

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Editor’s note: CRO Coffee Talk is a community built for revenue leaders by revenue leaders to discuss and solve the challenges that CROs and sales leaders face today. Dan Swift of Empire Selling co-hosts these impactful, insightful conversations with Mark Ebert, 6sense’s SVP of Sales.


Two years after the start of the pandemic, there’s been a fundamental transformation in the talent landscape and how that talent thinks about their relationship to work. In addition to tenured sellers who are burned out with pandemic fatigue, recent demographic changes have ushered in a younger, more digitally savvy and socially conscious workforce with wildly different goals than their predecessors.

The old ways of work are no longer good enough.

For CROs, this paradigm shift has meant that they have to start thinking and acting like mini-Chief People Officers. Revenue leaders throughout the world are competing for a new generation of sellers who aren’t singularly focused on how much money they’ll receive if they hit their OTE, but on which company is most closely aligned with their own values.

In short, company culture and decisions around remote work have become key selling points to attract talent.

How do elite CROs attract and retain talent and then balance the people side of their jobs with the demands of the business? In a recent CRO Coffee Talk session, we asked forward-thinking revenue leaders how they think beyond compensation to the total employee experience.

Work From Anywhere and Accidental Collisions

A number of organizations sent out employee surveys throughout the pandemic to gauge sentiment on Return To Office plans, some of whom were surprised at the initial level of resistance they received. Where remote work had previously been a rare perk for skilled workers that lived too far from the office to commute, leaders now must consider the ability to work from home as table stakes to hiring and retaining employees.

While workers have come to expect flexibility in where and how they work, leaders shouldn’t confuse their team’s aversion to regular office hours with a hesitation to meet in-person at all. Many sellers report that they’ve missed face-to-face interactions with their colleagues and prospects.

According to one CRO, some sellers lamented that they felt they had “lost their tribe” when offices closed, and that it had become harder to get some things done.

Recognizing that it’s a leader’s job to “remove the sand from the gears” for their people, the same CRO created a Sales Concierge that gave sellers real-time access to a dedicated team of virtual internal experts that could help them navigate everyday questions that they could no longer ask in an office setting.

Survey Often, Implement Transparently

Many CROs noted that Return to Office and employee sentiment survey results varied significantly depending on when they were taken. Some organizations acted too quickly and were surprised to find employees dismayed when they permanently closed their physical locations. 

It turns out that people weren’t comfortable returning to work yet, but liked the idea that they could when they were ready.

One CRO warned that surveying was only good if the organization actually implemented the feedback they get from employees. People need to see the connection between their feedback and actual changes at the organization in order to feel like their opinion is valued and the time spent filling out surveys was worth it.

And the action has to be timely. Morale tanks and adoption of the tools used to administer and report on surveys drops significantly when organizations drag their feet on implementing feedback.

According to a few CROs, radical transparency is critical when making any changes within their organizations. They utilize biweekly All Hands meetings to show everyone in the organization the forecast, bookings, ARR, renewals, EBITDA, and especially survey feedback and implementation plans. This gives employees a sense of how the business is performing and how their contributions can help.

Value Selling In The Recruiting Process

With shifting demographics and the hyper-competitive war for talent, companies are increasingly having to sell the value of working at their organization. A new crop of sellers are demanding more than just a sizable compensation plan.

Whereas in the old days a seller would join a company and be proud to “do it the hard way” by hitting all of their numbers on their own, the new school of salespeople want to work at organizations that align with their values and can put them in a position to grow and succeed. Savvy CROs use seller growth plans and broader corporate values to their competitive advantage in a tough recruitment landscape.

How They Demonstrate Their Values

Develop an EVP

Working with marketing and HR leaders to develop an Employee Value Proposition (“EVP”) that mirrors the value prop the organization presents to the wider market. One CRO reminded us that an effective EVP doesn’t try to appeal to every individual looking for a job; it taps into a sense of purpose for the right kind of employee.

Have Important Conversations About Diversity & Social Responsibility

And talking about these issues isn’t enough: organizations must put metrics behind them publicly on the website, where potential talent can easily find it when they’re researching the company. When it comes to sales, CROs shouldn’t underestimate the power of being able to show a potential recruit that territory plans are equitably divvied up across teams, and that everyone has the same opportunity at success.

Create More Development Opportunities

This might be for line-item budgets for external use, third-party training, or other uses. One revenue leader, instead of giving their MVPs trophies that they couldn’t show off at an office, bought one-year subscriptions to Masterclass so they could educate themselves on a topic they were personally interested in.

Understand the Impact of First-Line Managers

Understanding that first-line managers, as with any program, remain the number one gatekeeper to success. CROs owe their managers dedicated training to ensure they’re properly equipped to help their reports reach their growth targets. In addition, growth plans need to be able to move with the seller from manager to manager. 

Encourage Hungry Talent

Help talent hungry for knowledge to see how else they can fit into the organization. Allowing new recruits to sit with other teams (like Solutions Consultants or Sales Enablement) allows them to witness the talent of the people they’re going to be working with first-hand.

Empower Sellers to Recruit for the Organization

Every salesperson worth their salt understands the power of a referral in the sales process, and the recruitment process is no different. One CRO incentivized his team with referral bonuses up to five digits because he noticed that people want to work with their friends. It’s cheaper to incentivize people to bring in great talent than to have to pay a recruiter for an unknown entity.

Create An Environment Where People Can Grow

“When a flower doesn’t bloom, you fix the environment in which it grows, not the flower.” — Alexander Den Heijer 

Tenured and new salespeople alike are searching for a more meaningful relationship with work and are expecting their investment of time in a company to yield more than just a paycheck. Forward-thinking CROs are taking a holistic approach to the needs of their people and how those match up with the needs of the business.

After all, happy employees are more likely to be successful, and successful employees consistently equate to higher revenue and a healthier overall business.


What else do successful revenue leaders have in common? They come together every other Wednesday to our CRO Coffee Talk conversations to compare notes and build a community around best practices and cautionary tales.

If you’re the head of revenue at your organization and want to level up your game, won’t you join us?

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6sense Named a Leader in Account-Based Marketing Platforms Report https://6sense.com/post/6sense-named-a-leader-in-account-based-marketing-platforms-report/ https://6sense.com/post/6sense-named-a-leader-in-account-based-marketing-platforms-report/#respond Mon, 21 Mar 2022 13:00:46 +0000 https://6sense.com/?p=13626 6sense, the leading platform for B2B organizations generating predictable revenue, today announced that independent research firm, Forrester, cited it as a leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report. In this evaluation, 6sense received the highest

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6sense, the leading platform for B2B organizations generating predictable revenue, today announced that independent research firm, Forrester, cited it as a leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report. In this evaluation, 6sense received the highest score possible in the strategy category and was rated as differentiated in orchestration design, personalization, account and buying group selection prioritization, performance assessment, roadmap, product vision, and market approach criteria.

6sense is a comprehensive account-based sales and marketing platform that transforms how B2B organizations create, manage and convert pipeline to revenue by putting the power of AI, big data, and machine learning behind every member of the revenue team. According to the report, 6sense “Leads with a robust solution that enables full-lifecycle marketing. 6sense continues to innovate, now offering support for customer success to complement strong capabilities for sales, marketing, and operations use cases in a comprehensive ABM solution.”

“To be recognized by Forrester as a leader in the ABM space is an incredible accomplishment,” said Viral Bajaria, CTO and co-founder of 6sense. “Our mission is to transform the way organizations optimize pipeline and revenue generation by removing the guesswork. Our predictable revenue AI technology has enabled innovative leaders in sales, marketing, and operations to scale their growth initiatives while delivering remarkable revenue growth for our customers. We believe this report validates the value of our vision and strategy for customers.”

The Forrester research report stated that 6sense is “a logical choice for tightly aligned revenue organizations that can take advantage of this functionality.” 6sense was rated as a leader and received the highest rating of differentiated in seven criteria including product vision and performance assessment. The Forrester research report evaluated the 10 most significant providers of ABM platforms on 10 criteria.

6sense customers gave the solution high marks across the board, with one noting that “the platform’s strong data and analytics tools enabled platform use cases across the entire business.” Another customer noted that 6sense is “used across customer success because the insights and prioritization capabilities are so accurate.”

This recognition comes on the heels of 6sense announcing a record-breaking year in which the company doubled revenue, customers, and employees; closed a $200 million Series E funding round, doubling the company’s valuation to $5.2 billion; and added three significant acquisitions that included: 

  • Fortella, an AI-based pipeline intelligence platform to help B2B marketing leaders achieve their revenue and pipeline goals with greater predictability. 
  • Slintel, the leading provider of business-driven technographic data, buyer and market insights to provide the most comprehensive B2B buyer intelligence and AI-powered insights available in the market. 
  • Saleswhale, an AI-based email marketing platform that extends 6sense’s engagement channels in the 6sense platform.

To view the full report please visit: https://6sense.com/forrester-abm-2022/

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Why Your Sales Team Should Care About ABX https://6sense.com/post/why-your-sales-team-should-care-about-abx/ https://6sense.com/post/why-your-sales-team-should-care-about-abx/#respond Tue, 05 Apr 2022 00:00:12 +0000 https://6sense.com/?p=13902 You might’ve noticed the transition from the term Account-Based Marketing to the term Account-Based Experience (or Everything) recently.  Companies that have a mature ABX model credit 73% of total revenue to those ABX efforts. With ABX having such a large

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You might’ve noticed the transition from the term Account-Based Marketing to the term Account-Based Experience (or Everything) recently. 

Companies that have a mature ABX model credit 73% of total revenue to those ABX efforts. With ABX having such a large impact on overall revenue, we’re way past pigeonholing it as a marketing strategy — this is a new way forward for the entire organization.

The sales team isn’t exempt from the ABX revolution. In fact when they start adopting ABX tactics there’s a good chance they’ll become vanguards. The beauty of ABX is that you’re enhancing your current operations. You may need to leverage new technology and change some processes, but it’s not like you’re learning a new language. 

Let’s take a look at six specific ways ABX can transform your sales process.

Proactive Prospecting

Over 40% of sellers say that prospecting is the hardest part of their job. That makes sense when a company doesn’t have a strong process in place.

If your sellers are simply targeting accounts because they’re on the Fortune 50 list, or because they have X number of employees, then they aren’t being set up for success.

Wouldn’t it be great to know which of your prospects are actually in-market? Instead of picking account names based on their revenue or another random stat, you can start targeting accounts that are ready to buy.

A good ABX platform will use AI and machine learning to leverage historical data about past deals to find your Total Addressable In-Market accounts (TAIM), as well as your In-Market Ideal Customer Profile (IICP). Whether you’re sending ads or making calls, good AI makes sure you’re talking to somebody who is interested in your solution.

Lead Prioritization

After a lead comes in, what happens next? Do you use a set number of calls, texts and emails before moving them to an “inactive lead” status? Do you dump them into an automated drip email campaign that delivers the same sequence of emails to everyone, and hope to eventually entice them into a fresh conversation?

The problem with these approaches is that the customer buyer journey isn’t linear, which means your efforts are often completely out of step with the customer’s buying stage.

It’s time to stop throwing darts to figure out how to select your next outreach. Empowering your sellers with ABX tactics and technology means there’s no guessing what their next activity should be. 

The right ABX platform will enable you to build a dynamic target account list based on real-time data. Simply look at which prospects have performed the right activities and are in the right stage of the buying journey and you know exactly who to target.

A sales manager’s job gets a lot easier when they know their teams are empowered with technology that always keeps them focused on the right account.

Improve Outreach

There’s no need to crawl through LinkedIn for your prospects’ favorite hobby anymore when you start using an ABX approach. 

Nearly 70% of the buyer’s journey happens outside of your purview. Prospects are researching on your website (without filling out forms), reading competitors’ blog posts, and looking at reviews on third-party websites. 

Those precious form-fills that many marketing and sales teams rely on only capture 2-3% of your website visitors, and provide an incomplete picture of even that small subset of potential customers. 

When you actually uncover the full picture of what your potential customers are researching, you can tailor your outreach. Instead of starting with a generic email, you can provide more information on a particular product or service that you know your prospect was researching. 

Two-thirds of buyers expect companies to understand their unique needs. ABX lets you take that personalized approach even further.

Deal Acceleration

B2B sales cycles are notoriously long. One report states that nearly 75% of deals take at least four months. Shaving any amount of time off of a deal can be a huge boon, because then you’re free to focus on other deals and important areas. 

One of the trickle down effects of improving your prospecting process and knowing which leads to prioritize is that suddenly deals start to move a lot faster — it’s like throwing your spaceship into hyperdrive.

When you know a prospect is actively in-market and researching solutions, your deals accelerate. Conversations are more pointed and hurdles are addressed before they even come up.

Identify All the Decision Makers

You might only have regular facetime with one or two key team members at an account, but you know there are more people involved in the buying process. You just don’t know exactly who they are, their goals, or how to reach them.

ABX helps you uncover other key roles at your target accounts, and the people who fill those chairs. Is there a VP operating behind the scenes who could be a crucial influencer?

When you use ABX to uncover everyone at your account, then you can plan for how to win over every member of the buying committee. 

Get the Drop on the Competition

You’d like to think you’re the only vendor speaking to your prospect. Maybe they’ve even told you you’re the only one. Is that true? Maybe. Or maybe they’re trying to keep you in the dark to get a better deal.

The good news is ABX lets you know if they are actively researching different solutions. When you have that information easily available, you can come armed with all of the relevant data to stand out from the competition.

You can also keep the conversation focused on the extra value you deliver, which can keep the customer from pitting you against a competitor in an attempt to drive down pricing.

Improve Operational Efficiency

The best ABX technology doesn’t make you leave the system you already use to uncover all of these deep insights. ABX should help you focus, not divide your attention even more. 6sense is deeply integrated with Salesforce, HubSpot, and Microsoft Dynamics, so all of the information will be layered into your CRM — making your team much more efficient.

With a world-class ABX platform and an integration in place you can quickly understand what activities your team are doing, what prospects they should be targeting, what your ideal customer looks like, and where they are in their buying journey.

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The Ultimate Guide to Growth Marketing https://6sense.com/post/the-ultimate-guide-to-growth-marketing/ https://6sense.com/post/the-ultimate-guide-to-growth-marketing/#respond Thu, 17 Mar 2022 17:31:35 +0000 https://6sense.com/?p=13623 The B2B marketing world has undergone some major changes over the last decade. What was once a profession based largely on gut-feel has evolved into a scientific discipline rooted in the pursuit of quantifiable outcomes. Growth marketing is the new

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The B2B marketing world has undergone some major changes over the last decade.

What was once a profession based largely on gut-feel has evolved into a scientific discipline rooted in the pursuit of quantifiable outcomes.

Growth marketing is the new standard for marketers of all sectors, and it combines comprehensive measurement with an iterative approach to tactical execution.

It expands the purview of marketers to include the entire pipeline, making them responsible not only for creating new customers, but also turning post-conversion clients into evangelists. This pivot requires marketing teams and CMOs to take on new responsibilities, but it’s the most reliable way to maximize revenue in the shortest time frame.

This article will introduce growth marketing and explore what B2B CMOs must know to make it a core part of their marketing strategy. Let’s get started!

What Is Growth Marketing?

B2B growth marketing is an evolution of traditional marketing strategies that embraces data-driven, scientific approaches to revenue generation.

Traditionally, marketing focuses on top-of-funnel activities that attract potential customers and deliver them to sales teams. Growth marketing integrates the entire pipeline. When implemented effectively, this approach leverages every opportunity to acquire, convert, and retain the most customers in the shortest period — ultimately driving rapid growth.

Growth marketing often re-envisions the role of marketing departments to achieve these goals. Rather than generating leads, growth marketers create a qualified pipeline that makes revenue the overarching goal. This approach aligns teams with sales departments philosophically and often contributes to cost reduction across the entire pipeline.

Top-of-funnel marketing may be enough if your marketing and sales teams are already aligned. However, if KPIs don’t translate into sales or decrease churn, growth marketing is an excellent solution.

It’s particularly effective among B2B companies in the tech sector, where a holistic approach to performance drives revenue. Forthcoming research from 6sense shows that the best B2B marketers are:

  • 28% more likely to list revenue as their top KPI
  • 17& more likely to take responsibility for upsells
  • 21% more likely to take responsibility for customer retention

To learn more, read our introductory article, What is Growth Marketing?

Build Your Growth Marketing Strategy

B2B growth marketing strategies look different from business to business, but they all have one thing in common — a qualified, well-optimized pipeline.

Understanding how this pipeline converts your audience into qualified leads and customers is the most vital ingredient of any successful strategy. That’s why growth marketing experts agree the first step is to build a growth marketing strategy.

There’s a lot that goes into it, but one of the highest return activities is a pipeline audit to determine where customers are churning from your pipeline. While some loss is normal, sudden or significant drops can indicate a problem with your messaging or the strategy itself.

Begin with Marketing Activities That Drive Awareness and Acquire Users

This step addresses anyone visiting your website, engaging (but not following) your brand on social media, and other top-of-funnel activities. Analyze their performance by determining how many potential leads are directed further along the pipeline.

Take a Closer Look at Mid-Tier Leads

These are individuals who engage with your brand — perhaps they click links on your website, follow your social media profiles, or otherwise find value in your content. Pay attention to how many top-of-funnel leads arrive at this stage in the pipeline.

Examine the Revenue Generation Stage of Your Pipeline 

These are customers who fully convert to closed-won. Go beyond tracking revenue and customer numbers by comparing these KPIs with performance earlier in the pipeline. This stage is also a valuable source for retargeting customers for future purchases.

For more details on optimizing your pipeline, read our guide, How To Build A Growth Marketing Strategy in 2022.

Leverage the Right Growth Marketing Techniques

Once you’ve assessed the weak points in your pipeline, it’s time to apply growth marketing techniques that drive conversions.

While marketers may need to adapt details for their specific product, service, or industry, there are certain core techniques all businesses must keep in mind.

Buyer Personas

One of the most crucial aspects of growth marketing is understanding your customer needs. More specifically, marketers must grasp what messaging will resonate with them.

The most effective way to understand customers is to build personas — profiles that represent your most valuable accounts and their stakeholders. Here are some steps to help you get started:

  • Segment customers from your sales and marketing data by demographics like industry, geographic location, and job title. 
  • Determine the specific needs your product or service will address by audience. For example, how can it help someone in marketing ops solve their role-related challenges, or help a CMO achieve their goals? Create profiles for individuals who reflect each of the steps mentioned above.

With personas, brands can develop focused and personalized messaging that addresses a customer’s immediate needs. Meanwhile, a well-optimized pipeline makes it easier to assist each customer in their buyer’s journey.

Together, these tools can help you generate a highly effective growth marketing strategy.

Onboarding Optimization

Reducing churn is one of the most useful ways to drive growth; after all, if you can’t retain your customers, no amount of acquisition will bring long-term value.

Retention strategies vary by product and service, but one of the best churn solutions is to optimize your onboarding process. If customers can learn how to use your service quickly or understand it intuitively, they will embrace its value more fully.

As a bonus, onboarding can both retain them and encourage them to recommend your brand to others.

Every product’s onboarding process will be a little different. However, here are some best practices to keep in mind, inspired by the best practices used by file hosting service Dropbox:

  • Set a goal of helping customers engage with your product at least twice in the first week. Highlight your value immediately to impress customers and give them a reason to continue using it.
  • Keep lines of communication open with your customers. Some options may include email updates, in-app notifications, or accessible support options. The more personalized these communications can be, the better.
  • Introduce one feature at a time. Give customers time to experiment before moving on. This approach helps them understand how elements fit together without becoming overwhelmed by the product as a whole.

A/B Testing

Growth marketing demands a constant re-evaluation of brand content to ensure a given strategy reflects its target market. One of the best ways to accomplish this is with A/B testing — running two variants of the same messaging to see which performs better.

Once you have statistically significant results favoring one of the variants, marketers can apply it to a campaign on the whole.

A/B testing is a common technique for ad creative, but its scope applies across the entire growth marketing pipeline. Brands can test any marketing asset, including:

  • Web pages
  • Emails
  • CTAs
  • Article headlines
  • Product packaging
  • Social media posts
  • Promotional images

To run an A/B test, create two versions of the same content and distribute them to a selection of customers through the appropriate channels. Be sure to monitor key performance indicators, from ad engagement to conversions.

From these results, marketers may learn that one variant performs strongly or that both perform well for different audiences. These lessons will be vital when optimizing campaigns for your entire market.

Growth Automation

The marketing world is paying close attention to automated processes, and with good reason. New research consistently shows that when brands automate repetitive tasks, it frees employees to focus on higher-level activities.

And modern CMOs know of many repetitive tasks that can drag down operational effectiveness.

If you’re a growth marketer, then growth automation is one solution. This technique requires marketers to automate most tasks that drive conversions and enhance the lifetime value of a given customer.

Some examples might include delivering personalized advertisements, segmenting buyer groups, delivering follow-up emails, and more. When marketing leaders effectively coordinate growth automation efforts, it can increase revenue and allow marketing teams to focus on growth initiatives requiring hands-on development.

Perhaps the best candidate for growth automation in marketing is pipeline management. A simple step such as integrating sales and marketing pipelines can increase efficiency as customers move along the funnel — closing more deals in the process.

To see these techniques in practice, take a look at our recent post, 4 Growth Marketing Examples for Modern CMOs.

Conclusion

As you might imagine, growth marketing takes a little more work to prepare than traditional top-of-funnel campaigns. However, once you’ve built a well-optimized pipeline, you’re more likely to gain qualified accounts with a high propensity to buy.

What’s necessary is a partner with AI-based revenue intelligence who can help you get the most value from your data — which is where 6sense’s account engagement platform comes in. Get in touch today to find out more.

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Next Level Creative: Finding Ways to ‘Play’ Without Sacrificing Professionalism or Brand Credibility https://6sense.com/post/next-level-creative-finding-ways-to-play-without-sacrificing-professionalism-or-brand-credibility/ https://6sense.com/post/next-level-creative-finding-ways-to-play-without-sacrificing-professionalism-or-brand-credibility/#respond Mon, 04 Apr 2022 17:57:56 +0000 https://6sense.com/?p=13894 Editor’s Note: Next Level Creative is a blog series that explores the artistic side of B2B content creation. We offer ways to level-up your marketing by unpacking the attributes of great storytelling across different media and channels. Creatives working in

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Editor’s Note: Next Level Creative is a blog series that explores the artistic side of B2B content creation. We offer ways to level-up your marketing by unpacking the attributes of great storytelling across different media and channels.


Creatives working in the B2B space might not say it out loud, but sometimes we look wistfully at our B2C counterparts and their colorful ad campaigns and witty social media banter and wish we could have that kind of fun.

As we’ve covered in a previous Next Level Creative article, the buttoned-up, risk-averse nature of B2B often lends itself to unimaginative content that marketers are loath to create and audiences aren’t excited to read. 

It’s unreasonable to expect B2B brands to sound as casual and playful as fast-food chains, but B2B content marketers can have a little room to play, right? The short answer is yes we can. The longer answer is yes we can, but…

Here’s how to inject playfulness into your content without sacrificing professionalism — and why a wholehearted attempt is worth it.

Make it About You

When making content that’s purely fact-based, focused on identifying our customers’ problems, and highlighting our product or service as a solution, it can easily come off as overly technical, dogmatic, and prescriptive. It’s not only dull to read, it can sound condescending, too. 

Getting a little playful can soften this harsh tone, and the best way to go about it is to poke fun at yourself. As marketers, we’re writing largely for other marketers. We know what problems they’re dealing with because we’ve faced them, too. And we know what solutions don’t work, because we’ve also tried them and failed. 

Acknowledging the absurdity of what you do as a marketer, of what we all collectively do, shows that you understand.

You’re not lecturing, you’re relating. You’re showing your customers that you’re in solidarity with them. And most importantly, you know how to solve their problem because you’ve gone through it yourself. 

For an example of this type of fun but informative content, check out 6sense’s Revenue Team Therapy video series.

Make it an Experience

Reframe the question, “How can I make this content fun?” and instead ask, “How can I make this content an experience?” 

Customers are looking for solutions to their problems, but they’re also eager to work with people and brands that are interesting and fun to engage with. If you’re bored writing it, they’ll probably be bored reading it. 

Customers also want to know why you do what you do. The “why” is connected to your brand’s core values, and playful messaging needs to be rooted in them. 

For instance, 6sense is serious about using data to uncover insights, and we’re passionate about helping our customers with their pipeline. We could’ve put together a no-nonsense video series about our data capture and consolidation, orchestration, and predictive analytics features, but we decided it would be more fun to envision revenue teams as agents of change with a James Bond spoof.

Make It — But Take Your Time

When comedic genius strikes, you might be tempted to record a quick, funny video at your cubicle or throw something together to post on social media. Don’t. 

Even for humorous content, production value is important, and the professional look and feel cannot be compromised. Put the same amount of time and effort into producing something playful as you would straight-laced content. In fact, putting in a little bit more time is advisable. 

Before releasing comedic content into the wild, take the time to get feedback from every member of the team and ask:

  • Is it cringe? If you feel uncomfortable, chances are good your audience will, too.
  • Is it an inside joke? Your company culture might have a side your customers don’t see, but revealing it this way can leave them feeling out of the loop and confused.
  • Does this connect to our brand message and sentiment? Remember that even fun content needs to link back to your core values.

Every member of the team should be welcome to give honest feedback and pump the brakes if needed. Comedy is subjective, but if someone has a gut feeling that the joke is going to fall flat or bring unwanted attention, they’re probably right.

Conclusion

B2B content can be playful and professional, and when executed successfully, it can make your brand sound like a trustworthy, relatable colleague with advice worth listening to. 

Striking that balance presents a creative challenge, but you don’t need to be a master comedian to write fun B2B content. Keep egos low, production value high, and core values in your mind, and you’ll be able to create engaging content that will inform and delight your audience.

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4 Growth Marketing Examples for Modern CMOs https://6sense.com/post/4-growth-marketing-examples-for-modern-cmos/ https://6sense.com/post/4-growth-marketing-examples-for-modern-cmos/#respond Thu, 17 Mar 2022 17:22:31 +0000 https://6sense.com/?p=13620 Today’s marketing leaders face stiff competition and endless barriers to growth. Now more than ever, marketers must go beyond top-of-funnel techniques to convert their most valuable opportunities — and adopting a comprehensive growth marketing is the best way to succeed. Constant

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Today’s marketing leaders face stiff competition and endless barriers to growth. Now more than ever, marketers must go beyond top-of-funnel techniques to convert their most valuable opportunities — and adopting a comprehensive growth marketing is the best way to succeed.

Constant experimentation and assumption validation are key to helping growth-minded CMOs achieve their targets. The fundamentals of growth marketing apply to both B2B or B2C marketers, and there’s plenty of lessons to be learned from those who came before.

This article examines four successful businesses that streamlined their operations for expansion and became successful growth marketing examples for all companies — including B2B organizations — in the process.

LEGO Group

LEGO may be one of the most recognizable toy companies in the world, but even it once struggled to get the most out of modern growth channels.

As social media became essential to marketers, the LEGO Group wasn’t sure how to effectively approach the emerging space or reach its target audience. Its solution was to better understand social audiences by segmenting customers into six distinct personas:

  • Lead users: Customers and enthusiasts who actively engage with LEGO in conversations related to product design
  • 1:1 community members: Customers with names and addresses on file with LEGO Group
  • Connected community: Anyone who both purchased a LEGO set and visited a LEGO shop or park
  • Active households: Customers who purchased a LEGO product within the past twelve months
  • Covered households: Customers who purchased a single LEGO product
  • No households: Anyone who has never purchased a LEGO product

Segmenting audiences along these vectors gave LEGO a deeper focus on the needs and expectations of audiences on social media. These insights helped it implement new ad campaigns that took an individual prospect’s unique brand-journey into consideration, eventually helping it become the world’s fourth-largest toy manufacturer.

While most businesses want to offer world-renowned products or services to the widest possible audience, it’s not an effective way to design a marketing campaign. The ideal growth strategy narrows its focus to specific audiences or buyer personas with unaddressed needs, then crafts resonant messaging that will guide each group through the marketing funnel.

This approach helps marketers identify valuable customers, such as frequent spenders or the occasional big purchase customer, and enables them to target these customers more precisely.

Dropbox

Dropbox is one of the most popular file hosting services on the web, not to mention one of the world’s most valuable technology companies. One of the biggest reasons for its massive success is usability — its UI is intuitive, minimal, and easy to understand.

Many don’t realize that usability is not simply a design choice but a significant contributor to the success of Dropbox’s onboarding experience.

While any user can register for a Dropbox account and upload multiple files, the interface focuses on the basic experience. The primary call-to-action button encourages users to upload a single file, subtly easing them into the platform before making them aware of other capabilities.

This additional step prevents new users from becoming overwhelmed by Dropbox and churning before they’ve derived value from the product.

Optimizing the onboarding process is one of the most important contributors to long-term retention and growth. After all, if you can’t retain your customers, no acquisition campaign will bring long-term value.

Every product’s onboarding process will be different, but there some shared best practices to keep in mind:

  • Set a goal of helping customers engage with your product at least twice in the first week. Highlight your value immediately to impress customers and give them a reason to continue using it.
  • Keep lines of communication open with your customers. Some options may include email updates, in-app notifications, or accessible support options. The more personalized these communications can be, the better.
  • Introduce one feature at a time. Give customers time to experiment before moving on. This approach helps them understand how elements fit together without becoming overwhelmed by the product as a whole.

Zalora

Zalora is one of the most successful fashion e-commerce platforms in the APAC region, thanks to multiple expansions over the past decade.

One of the most significant reasons for this growth is Zalora’s ability to pinpoint optimal inroads with new markets. It’s worth remembering this skill requires no exceptional talent — in many cases, it reflects a dedication to A/B testing.

For example, Zalora’s customer service team analyzed data from their web platform that suggested customers were unaware of an existing free returns policy.

Believing the issue was the brand’s current product pages, Zalora ran an experiment — it created two variant page designs that highlighted returns and delivery policies and compared performance to a control group. One of these designs vastly outperformed the rest, prompting Zalora to implement it sitewide.

Zalora customers became aware of policies, but the most significant impact came afterward — the brand saw a 12.3% increase in checkouts after implementing the page changes.

This detail is a vital lesson that simple practices like A/B testing directly impact your financial bottom line. By testing variant product pages, ad creative, and other marketing content, you can better connect with target audiences and drive conversions.

Hatch

The marketing world loves to experiment with different tools for each job, but a growth marketer should prioritize automation wherever possible.

This lesson comes from Hatch, which shared a case study on the benefits of Hubspot marketing solutions. One important but easy-to-miss detail is that automation was a substantial contributor to Hatch’s success — by leveraging tools that optimized and streamlined the company’s nurture process, lead generation increased by 300% in a single year.

This lesson applies to growth marketing as a whole. New research consistently shows that when brands automate repetitive tasks, it frees teams to focus on higher-level activities. If you’re prioritizing growth, then growth automation is an invaluable process.

This technique requires marketers to automate most tasks that drive conversions and enhance the lifetime value of a given customer. It includes displaying personalized advertisements, segmenting buyer groups, sending follow-up emails, and more.

When marketing leaders effectively coordinate growth automation efforts, it can increase revenue and allow marketing teams to focus on other growth initiatives requiring hands-on development.

Perhaps the best candidate for growth automation in marketing is pipeline management. A simple step such as integrating sales and marketing pipelines can increase efficiency as customers move along the funnel and closing more deals in the process.

Conclusion

6sense’s account engagement platform with powerful revenue-driven Pipeline Intelligence capabilities can help your company become a successful example of growth marketing.

Our platform includes state-of-the-art planning and forecasting tools that can maximize efficiency and help reduce overspending on targets with minimal returns.

When you can target qualified accounts when they’re ready to buy, successful growth is just the beginning. Get in touch today to find out more.

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6sense Recognized by Comparably for Six Best Company Awards https://6sense.com/post/6sense-recognized-by-comparably-for-six-best-company-awards/ https://6sense.com/post/6sense-recognized-by-comparably-for-six-best-company-awards/#respond Thu, 31 Mar 2022 14:12:28 +0000 https://6sense.com/?p=13874 6sense, the leading platform for B2B organizations generating predictable revenue, today announced that it has received six awards from the employee-review website Comparably for Q1 2022. Notably, 6sense received the Best Company Outlook award which measures how confident employees feel

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6sense, the leading platform for B2B organizations generating predictable revenue, today announced that it has received six awards from the employee-review website Comparably for Q1 2022. Notably, 6sense received the Best Company Outlook award which measures how confident employees feel about the future success of their company. 

This recognition further cements the reputation of 6sense as one of the best places to work. Comparably awards are based on verified, anonymous employee feedback and reviews collected from more than 60,000 companies. Besides the Best Company Outlook award, 6sense also received:

  • Best Places to Work in the Bay Area
  • Best Engineering Teams
  • Best Product & Design Teams
  • Best Marketing Teams
  • Best Sales Teams

The awards follow a series of company announcements highlighting the increasing momentum for 6sense that include three acquisitions and doubling the number of customers and revenue in 2021. This momentum was followed up with achieving a $5.2 billion valuation after raising a $200 million Series E round of funding while surpassing 1,000 employees to kick off 2022.

“We are truly committed to creating and maintaining a great workplace that nurtures wellbeing and provides professional development opportunities for everyone, and that is evident in our recognition from Comparably,” said Jason Zintak, CEO of 6sense. “These awards represent feedback from the people who know us best – our employees – and have the most impact on the organization. My belief is that happy employees are passionate about delivering value to customers.”

The following are examples of employee feedback via Comparably: 

  • “Really a dream company to work for. If you need a true work-life balance then go for 6SENSE.”
  • “I feel happy to be part of 6sense. The best part is the culture, people which keeps me up and motivated at work. There is empathy and understanding and flexibility which makes me look forward to work here. Fantastic Company and Indeed a great place to work.”
  • “Has been fast paced, filled with learning and career development. I am happy and excited to come to work and feel like I have a true career home.”
  • “Super exciting. There’s no day I feel like not going to work. People are amazing and the work is great. Love that the PMs get autonomy to build/make decisions. Leadership is empathetic, and down to earth. Couldn’t ask for more.”

This isn’t the first time 6sense has been recognized by Comparably. In 2021, the company was noted for having the Best Company for Diversity, Best Company for Women, Best CEO, Best Company Culture, Best Company Perks & Benefits and Happiest Employees. In addition, 6sense has also won several accolades that demonstrate its reputation as an employer of choice including the Glassdoor Best Place to Work (2022), TrustRadius Tech Cares (2021), Inc. Best Places to Work (2021) and Glassdoor Best CEO (2021).

6sense continues to expand its team across a number of exciting roles you can explore at the 6sense careers website. To learn more about life at 6sense, read the employee feedback at Comparably.

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5 Terrific Tips for Generating More Pipeline Right Now https://6sense.com/post/5-terrific-tips-for-generating-more-pipeline-right-now/ https://6sense.com/post/5-terrific-tips-for-generating-more-pipeline-right-now/#respond Thu, 17 Mar 2022 17:11:36 +0000 https://6sense.com/?p=13618 Enterprise CMOs, demand gen, and revops teams continuously experience pressure to deliver more revenue and meet year-end targets. Pipeline goals for the second half of the calendar year are always higher than in the first half, and the post-pandemic economic

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