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 Smarplays 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, 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.

Best Practices for Display and Digital in a Post-Form World
Michael George, VP of Brand Solutions, 6sense

In today’s world of anonymous, fragmented, and resistant B2B buyers, website forms are less relevant (and effective) than ever before. In this session, Michael George will describe how 6sense increased marketing-generated pipeline while reducing reliance on web forms and gated content. He’ll share the display and digital best practices 6sense’s marketing team leveraged to generate engagement and accelerate pipeline, how 6sense measured results, and how to plan your move away from forms and towards more engaged prospects – and increased pipeline.

The New Account-Based Funnel: Modern Marketing Measurement
Kory Geyer, Director of Revenue Operations, 6sense

Account-based marketing represents a shift from traditional B2B sales and marketing tactics – and necessitates new forms of measurement beyond just tracking MQLs. In this session, Kory Geyer will describe how 6sense nagivated this shift with its own sales and marketing teams, explain the changes in thinking and process it required, and demonstrate the metrics and dashboards that 6sense uses to align teams and drive revenue. You’ll learn how to implement account-based funnel tracking in your organization, how and where to get started, and who to involve in the process.

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.