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.