engage

---

Latane Conant 6Sense

#REVTalks #REVTalks

REIMAGINING YOUR PROSPECT EXPERIENCE Presented by: Latané Conant, CMO 6sense (Eat, Breathe, Sleep ABM)

Former CMO, Appirio Customer Experience UPDATED 8/22/19

6SENSE CONFIDENTIAL

ABOUT 6SENSE

Putting the power of AI behind B2B sales and marketing teams so they can identify and close more opportunities.

Platform For Sales & Marketing

Industry Leader

Customer Results

SHIFT IN HOW B2B BUYERS BUY ANONYMOUS

FRAGMENTED

RESISTANT

10% of prospects

9.6 people

12+

who visit your website raise their hand

are involved in a buying decision

highly personalized touches

Buyers are in control of the information flow – type, timing, and frequency

DIGITAL MARKETING GATHER LEADS

NURTURE LEADS

PASS LEADS TO SALES

Send a Ton of Email

Buy SW to “deem” MQL

STUCK LEADS DASHBOARD

Events

Website UNSUBSCRIBE ISLAND

ISSUES Not capturing anonymous web traffic

ISSUES Minimal personalization Single channel Not a buying team

ISSUES Are they ready to talk to sales? Is this even a good account for us to sell to? Do we know what they care about?

EVERY MINUTE… DOZENS of interested buyers will visit your website. Only ONE will identify themselves. Your most important prospect will receive 2 NEW EMAILS. They will likely delete them both without opening. A current customer is considering REPLACING YOU. Your CS team will show the account as green. Your sales reps will spend ONE QUARTER of their time on leads who have no intention to buy. You will lose $11. Your BDR team will make just over 6 CALLS. They will book ZERO meetings. 6SENSE CONFIDENTIAL

ACCOUNT BASED MARKETING TO THE RESCUE

ABM

A strategic approach that aligns demand creation programs & messaging against a set of defined accounts and goals in a way that is relevant and valuable to those accounts, & to sales.

ACCOUNT BASED MARKETING – NOT ROCKET SCIENCE Select the best accounts

Know about them

Engage the right way

Collaborate with Sales

Track real stuff

BUT… We can only ABM 10, 20, maybe 50 accounts

Impossible to execute ABM with any kind of scale without AI, Big Data, and Machine Learning PEOPLE

PROCESS

LIMITED CUSTOMER INSIGHTS

TECHNOLOGY

NO ORCHESRATION

LACK OF INSIGHTS & ORCHESTRATION Select the best accounts

Which accounts? CRM? MAP? Anonymous? Sales gives marketing a list of known accounts

Know about them

Basics – Firmographic, Technographic, Buying Team, Buying Journey Purchased 3rd Party Data, Intent Data, Website Visits

Engage the right way

What channel, content, personas? Which of our teams? 6+ Execution Tools, Spreadsheets, Agencies, Web, FM Team, BDRs

Collaborate with Sales

When, Why, Who to engage? Spreadsheets, Meetings, Dashboards, Lead Routing SW

Track real stuff

Accounts, New Personas Engaged, Velocity, Open Opps, Pipeline 50 Versions, Reporting SW, FTEs, Attribution SW

IF ONLY WE COULD…. UNCOVER

PRIORITIZE NOT ENGAGED

• Uncover anonymous activity • Create an account’s full funnel picture • Identify early signals from the ‘Dark Funnel’

AWARE

CONSIDER

DECISION

ENGAGE PURCHASE

• Prioritize accounts to target using AI • Identify which people are key for deals • Align account strategy to buyer’s journey

• Overcome buyer resistance at scale • Automate operational tasks to engage • Enable more effective & personalized tactics

6SENSE ENABLES ABM @ SCALE YOU

The 6sense Orchestration Platform Selects the best accounts

Knows about them

Engages the right way

Define Objective

Create Content

Determine Experience

Set Budget

Collaborates with Sales

Tracks real stuff

COMPETITIVE TAKE OUT Account-level 203 with detailed technographic activity - Surging and ResultsDisplay afteraccounts week 1 BDR Sales alerted tooutreach accounts after behavioral the+campaign indicators launched“in market”

Selects the best accounts

Knows about them

Engages the right way

Collaborates with Sales

Tracks real stuff

34.48 94 58 % 5 1 a b $525,000 $125,000 Account View Through Rate

“In Market” Opportunities

Website Visits

Accounts w/New or Increased Engagement

Active Opportunity

ABM – IT’S JUST GOOD MARKETING

$237

6 Hrs. 2 CALENDAR DAYS

LET’S DO THIS

Start Uncovering NOW

YOU DO THIS

Enter a few keywords used to research your solution.

WE DO THIS

Run your keywords through our big data platform to uncover accounts that are “in-market” for your solution.

www.6sense.com/uncover WE GIVE YOU A custom report showing: THIS

• How many accounts are in-market for your solution • Firmographic and technographic profiles • A sample list of real accounts in-market