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About

Limitations suck. At 6sense, we believe if you know everything, you can do anything — and we think sharing what we've learned with peers is the best way to help each other tackle the obstacles that stand in our way.

Whether you’re an ABM expert, demand gen genius, or sales and marketing ops guru, there’s one thing we all have in common: a passion for tackling obstacles that stand in our way of generating pipeline and revenue.

That’s why we’re gathering the best and brightest minds to share ABM strategies, insights, and innovations. We’ll spend two days charting our course for success in the new year, tapping into the expertise of our industry peers, and celebrating our wins.

Keynote Speakers

Kate Bullis

Kate Bullis

Co-Founder &
Managing Partner

SEBA International

Kerry Cunningham Headshot

Kerry Cunningham

Sr Research Director, Marketing Operations Strategies

Forrester

crosenberg

Craig Rosenberg

Chief
Analyst

TOPO

Tom Pisello

Tom Pisello

Chief
Analyst

TOPO

Agenda

Accomodations

Archer Hotel

1230 First St., Napa, CA 94559

Sponsors

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Kate Bullis, Co-Founder & Managing Partner, SEBA International

 

As co-founder and Managing Partner leading the Go to Market Practice att SEBA, Kate has spent over 20 years advising clients in technology, digital, consumer, financial and professional services. Specializing in marketing, sales and business development engagements, Kate has advised start-ups, growth, mid market and Fortune 100 companies. Representative assignments include BOD, CEO, CMO, Chief Revenue Officer, VP Growth, VP Product Marketing, VP Brand & Communications, VP Sales, and VP Business Development & Partnerships.

Kerry Cunningham, Sr Research Director, Marketing Operations Strategies, Forrester

 

Kerry Cunningham has more than 25 years of experience in b-to-b demand creation and management, spanning a broad array of industries and markets.

 

Kerry has been a thought leader in the design and implementation of demand marketing processes, technologies and teams for a wide array of b-to-b products, solutions and services. From more than two decades spanning the gap between marketing and sales, Kerry has also developed a wealth of expertise in the alignment of marketing and sales organizations. Most recently, Kerry co-authored the SiriusDecisions Demand Unit Waterfall and has continued to drive the buying groups revolution in b-to-b, helping organizations identify and adopt best practices and technologies to drive next-level performance.

 

Kerry brings to his work with b-to-b organizations a unique combination of academic and real-world expertise in marketing, organizational design and management, including expertise in cross-cultural organizational design and change management, employee selection and retention, and performance management.

Craig Rosenberg, Chief Analyst, TOPO

 

Craig Rosenberg combines 20+ years of sales and marketing experience with TOPO’s high-growth dataset to provide specific, actionable recommendations that drive predictable, scalable growth. He and his team support over 200 companies, ranging from the largest technology companies in the world to early-stage startups.

Tom Pisello, Chief Evangelist, Mediafly

 

Tom “The ROI Guy” Pisello is an entrepreneur, speaker, and author of the upcoming book Evolved Selling™: Optimizing Sales Enablement in the Age of FRUGALNOMICS. He joined the Mediafly team in 2018 through the acquisition of the company he founded and led, Alinean Inc. In his role as Mediafly’s Chief Evangelist, Tom is responsible for developing new practices for sellers and marketers to communicate and quantify business value to increasingly frugal buyers. He also leads Mediafly’s Advisory Services group in helping companies evolve their selling practices from transactional to value-led. Outside of the office, he is the proud father of two daughters.

Measuring the ROI of Marketing: What Will it Take to Finally Break Through?
Kerry Cunningham, Sr Research Director, Marketing Operations Strategies, Forrester
Rob Goldenberg, CFO, 6sense

 

Demand Unit Waterfall has been the gospel for many marketing leaders and CMOs in recent years, but today everything is all about accounts. So how should modern marketing teams measure success in an account-based world, and why do they still struggle to clearly articulate and show the value they create?

In this fireside chat, Jay Gaines and Rob Goldenberg will offer practical tips for marketers on adopting CFO-approved metrics — and explain how breaking away from vanity metrics can shift internal paradigms and accelerate results.

THE Demand Orchestration Platform: 6sense’s Vision for the Future of B2B Sales and Marketing
Jason Zintak, CEO, 6sense

 

At 6sense, we believe that ABM is just good B2B sales and marketing. But no matter what you call it, we can all agree that this is an unbelievably exciting time to be marketing and selling in the B2B world. So what does the future hold for B2B, and how will 6sense help lead the way into the brave new world? In this session, Jason Zintak will describe the future we see unfolding, the strategic role we’re playing in that evolution, and where we expect to be in the coming year.

You Can’t Love Every Lead
Tara Corey, VP of Global Marketing Ops, Qlik

 

If ABM has taught us anything it’s that all leads are not created equal. In this session, Tara Corey will describe how Qlik leveraged 6sense, data, and analytics to shift mindsets across sales and marketing from loving every lead (and treating them equally) to loving leads the right way. She’ll describe how Qlik’s marketing team shifted from volume and ego metrics to customer-focused insights, impact, and experience – and the results created by that shift. You’ll learn how to optimize demand for the highest potential conversions, automate for low priority leads, and build scalable processes that show leads the right level of love.

Best Practices for Prioritization
Mark Ebert, VP of Sales, 6sense
Alan Littman, Chief Marketing & Sales Officer, Agile Frameworks
Kay Somers, Director of Omnichannel Engagement Strategy, Dell
Seth Broekhuizen, Head of Strategic & Account Based Marketing, Duo Security

 

Effective prospecting is all about prioritizing the accounts and contacts your BDRs and sales teams should work. In this session you’ll learn how to help your BDRs and reps maximize their time by delivering the insights they need to prioritize their days. Panelists will discuss how to align sales and marketing on inbound and outbound account prioritization, how to deliver the right information to front line teams, and the prospecting results you can achieve with best-in-class account prioritization.

Building the ROI Engine
Saima Rashid, Director of Marketing Analytics, PTC

 

Tight alignment between sales and marketing is critical to the success of ABM programs. In this session, Saima Rashid will explain how PTC smashed their pipeline goals by developing an aggressive rollout plan, experimenting and failing fast, and focusing on key use cases that established trust and alignment with sales. She’ll explain how PTC uses dashboards to help sales prioritize for inbound and outbound based on real-time data, how they track metrics, and other use cases they’ve rolled out to maximize value. You’ll also learn how PTC uses 6sense in concert with People.ai and Drift to create an end-to-end revenue, orchestration, and intelligence engine.

Talking NonSense

 

Based on the popular Heads Up! game developed by Ellen DeGeneres, Talking Nonsense is a game show in which teams of contestants compete to guess the most marketing keywords based on their teammates’ clues. The winning team gets not only the glory of winning our first ever Talking Nonsense game, but some very special prizes.

Building Dynamic Content Experiences
Hillary Lupo, Sr. Manager of Growth Marketing, Fortinet

 

Dynamic, personalized content experiences are critical to capturing and converting high-value prospects, but executing these kinds of campaigns at scale can seem easier said than done. In this session Hillary Lupo will describe how Fortinet went from launching generic programs to dynamic, personalized, multi-channel campaigns – and how they exceeded conversion benchmarks by 15x without additional resources. You’ll learn how to look at your existing resources through a new lens in order to get started, and also how to think big and take your current content experiences to the next level.

The Power of Personalization

Allie Gollner, Sr. Solutions Consultant, 6sense
Beth Magee, VP of Marketing, Confirmit
James Kessinger, CMO, Hushly
Leifer Thordarson, President & CEO, Reactful
Nick Ezzo, VP of Demand Generation, Sage Intacct

 

We all know that B2B buyers are anonymous, fragmented, and resistant, yet increasingly expect a B2C-like experience when they interact with your brand during a buying cycle. In this session you’ll learn how to leverage account-based personalization across channels – and where to focus your efforts to get the most impact. Panelists will discuss the role of fine-tuning 6sense segments, channel effectiveness by stage of the buying cycle, and key components of the marketing tech stack to supplement the data and insights delivered by 6sense.

Top Display Campaigns and Ad Trends of the Year
Jeff Siegel, Director of Strategy, 6sense
Michael George, VP of Brand & Solutions, 6sense

 

Display campaigns are a core pillar of most ABM programs, but what’s the best way to leverage display – and how should success be measured? In this session, Michael George and Jeff Siegel will review the top trends in ABM display, explain what they mean to marketers looking to leverage display more effectively, and discuss the display metrics that matter most. They’ll also showcase the top display campaigns of the year run through the 6sense platform and talk about the elements that helped them achieve best-in-class performance.

Going from MQLs to ABM at Scale
Jordan Linford, Digital Marketing Director, Impartner

 

Most marketers started ABM with a combination of spreadsheets, stitched-together systems and processes, and soul-searching conversations with sales. But the real power of ABM lies in automation, alignment, and scale. In this session Jordan Linford will describe why Impartner shifted from MQLs to account-based funnel tracking, their journey from a homegrown ABM stack to 6sense, and what flawless sales and marketing alignment looks like. You’ll learn how to drive sales adoption of 6sense to 100%, how to integrate dashboards that matter, and the results you can achieve with ABM that fires on all cylinders at scale.

Acceleration 6sense Adoption Across the Company
Jeannine Crispino, Director of Customer Success, 6sense
Erica Light, Sr. Marketing Operations & Technology Manager, Carbonite
Mariya Dayan, Marketing Automation & Digital Operations, Motorola Solutions
Sasha Grimm, Demand Generation Manager, Jamf Software
Steve Scotkin, Sr. Director of Marketing Technology, Thomson Reuters

 

The power of ABM can grow exponentially as adoption increases, but every organization faces different challenges getting there. In this session panelists will discuss the challenges they broke through to boost adoption within their companies, how and where they started, how aggressively they pushed adoption, and the value metrics they used to build momentum. You’ll learn strategies and best practices for driving adoption of 6sense in your company, including creating internal champions and expanding usage amongst different product teams and regions.

Four Steps to Successfully Scaling ABM
Crystal Hadaway, VP of Digital Media, DOMO

 

It’s often said that hindsight is 20/20, and shifting from traditional sales and marketing strategies to ABM is no different. In this session Crystal Hadaway will share four key insights learned along the way as Domo went from starting with 6sense to executing ABM at scale. She’ll explain why upfront research and strategy are critical to generating buy-in across the organization; how to adjust KPIs and strategy as your ABM program evolves; how to effectively engage and educate sales within their day-to-day tools and workflow; and how to enable the marketing team to approach new programs and campaigns through a consistent, ABM-centric methodology. Whether you’re just getting started with 6sense or a seasoned pro, you’ll learn how to build a scalable ABM strategy that adapts to changing business priorities, engages stakeholders, and delivers real business value.

Manifesto for the Future of B2B Customer Engagement
Latane Conant, CMO, 6sense

 

B2B sales and marketing looks a lot different today than it did even a few years ago, but we know the revolution is far from over. Customers tell us they want to unplug legacy platforms and consolidate their tech stack, and analysts are predicting a not-too-distant convergence of ABM, MAP, and revenue platforms. Here at 6sense, we believe the manifesto for the future of B2B revenue teams will be based on a few key principles: no spam, no cold calls, no forms, and no vanity metrics. In this session, Latane will describe 6sense’s vision, explain how our sales and marketing teams are forging that future today, and invite you to get involved and help lead the way.

Mastering the ABM Journey
Jeff Siegel, Director of Strategy, 6sense


Shifting to an account-based strategy is a marathon, not a sprint. And with an ever-changing business, new markets to conquer, and new capabilities from your martech stack every year, your journey is never complete. In this session, Jeff Siegel will explain how to master the ABM journey while navigating constant change. Whether you’re just getting started with ABM or are a seasoned verteran, you’ll learn tips and strategies for scaling your ABM program, aligning teams and resources, measuring results, and growing your career as an ABM master.

Unlocking the Power of Smartplays to Orchestrate Engagement
Allie Gollner, Sr. Solutions Consultant, 6sense
Aditya Majumdar, Product Manager, 6sense

 

The acquisition of ZenIQ in early 2018 was a major milestone in 6sense’s journey to become the leading account based orchestration platform. With ZenIQ now integrated with 6sense, customers can take advantage of the power of “smartplays” to eliminate manual workflows, streamline processes, and orchestrate multi-channel engagement. In this session, Allie Gollner and Aditya Majumdar will share best practices for using smartplays to enrich data, acquire new contacts, and push 6sense segments to other systems. You’ll learn how to leverage smartplays to increase the sophistication of your ABM program and run cross-channel campaigns like competitive takeouts, warming new regions, and driving engagement at field marketing events.

Engaging Across Channels with 6sense Integrations and APIs
Danny Hsiung, Product Manager, 6sense
Eric Yamamoto, Director of Solutions Consulting, 6sense

 

With 6sense, engagement is powered by our dynamic, always-on segments that continually update as engagement, behavior, or data changes. In this session, Danny Hsiung and Eric Yamamoto will explain how 6sense APIs and integrations enable you to leverage your segments to dynamically activate engagement with ever-changing groups of audiences across any channel. You’ll learn about current integrations, the integration roadmap, and ways that 6sense customers are using 6sense APIs to develop their own innovative end-to-end engagement solutions.

Boosting BDR Productivity by Killing the Cold Call
Ernest Owusu, Director of Business Development, 6sense


According to TOPO’s 2019 Sales Development Benchmark Report, best-in-class SDRs generate $415k in pipeline per rep every month. In this session, Ernest Owusu will describe how 6sense’s BDR team increased pipeline production by 50% and broke through the benchmark while also eliminating cold calls and emails. He’ll share how 6sense’s BDR team is leveraging direct mail and other tactics to warm accounts before calling, how he measures results, and best practices you can begin implementing right away. You’ll learn how to leverage insights from 6sense to prioritize your BDR/SDR team’s work, structure effective cadences, and align SDRs/BDRs with AEs for maximim revenue impact as your pipeline grows.

Demystifying 6sense AI Models and Driving Adoption of Predictions
Jamie Devereux, Director of Customer Success, 6sense
Viral Bajaria, CTO, 6sense


One of the biggest differentiators between 6sense and all other ABM platforms is our ability to deliver AI-driven predictions about where prospect accounts are in the buying cycle: target, awareness, consideration, decision, or purchase. But for 6sense customers leveraging predictions as part of their ABM program, there can be a learning curve to understanding how the AI modeling works. In this session, Viral Bajaria and Jamie Devereux will demistify 6sense predictive modeling by explaining how they work, how the accuracy continually increases, and how to educate stakeholders in your company to build confidence and drive adoption of 6sense.

What’s Your Marketing Super Power?

Kate Bullis, Global Practice Leader and Co-Founder, SEBA International
Amanda Kahlow, Founder & CSO, 6sense

 

Over the last 20 years marketing has taken center stage as one of the most critical strategic functions for growing revenue and building customer loyalty. Finding meaningful customer insights, driving digital transformation, and understanding today’s complicated buyer journeys are real super powers that enable marketing executives to shape their organizations and careers in ways never before imagined.

In this fireside chat, Kate Bullis and Amanda will debate the most relevant and marketable super powers; explain how to position and grow your strengths based on the market; and discuss using your super powers to create value for yourself, your team, and your organization.

Scaling for Today and Building for Tomorrow: ABM and What’s Next for B2B

Craig Rosenberg, Co-Founder and Chief Analyst, TOPO

 

ABM has pushed marketing and sales teams to align and focus like never before, leverage AI and insights to make more informed decisions, and rethink how they engage prospects to deliver more personalized and meaningful experiences. So how do we scale these breakthroughs, and what’s next?

In this keynote address, Craig Rosenberg will explain what the top 200 high-growth companies are doing to effectively scale ABM, how we can learn from and benchmark ourselves against them, and what we can do to break through to best-in-class. He’ll also share insights on the the next potential B2B go-to-market breakthroughs — and how to lay the groundwork for them today.