Building an Account-centric Organization: Part I

Apurva Pathak | July 1, 2022 | 567 views | Read Time : 05 min

Building an Account-centric Organization
The only constant thing about account-based marketing (ABM) is its evolution. ABM goes beyond plain sales and marketing. It is a strategic and dynamic approach to marketing. It influences B2B buyers who are savvy, digitally native, and educated buying committee members who are otherwise difficult to target, let alone convert.

ABM has evolved from pure one-to-one ABM to one-to-few and one-to-many. We know how ABM is now ABX, which harnesses intent data and programmatic advertising for better results.

Consider a company that wants to implement account-based marketing on its key accounts. If every aspect of this organization revolves around the needs, demands, and requirements of its key accounts, it becomes an account-centric enterprise.

In the first part of this article, we will discuss how an account-based approach on an organizational level can enhance your ABM strategy and help you create relationships that deliver mutual value and growth.

Building an Account-Centric Organization

Transforming an entire organization into an account-centric one is overall an eight-step process. Let us look at the first four:

Two-fold Approach: Check Your Foundation

Examine your foundation before implementing an account-based strategy. Ensure that your tech stack is optimum and that the right employees handle the right responsibilities. Secure the internal buy-in needed to get your ABM program up and running.

Adaption: Make Your Changes Eventually

Make changes to your current strategy only when required and over time. It is unnecessary to completely revamp your organization to align it with your ABM efforts. Ideally, make changes based on your performance. Always focus on the target account so all your teams— demand generation, events, sales, and marketing teams— will have the mindset to target your ICP. The correct approach is to enhance your processes as you go.

Awareness: Train and Educate Your Teams

Your entire team should live and breathe ABM. Align your sales and marketing teams. Other teams should match their processes to best suit the target accounts’ needs. Train and educate your teams, so they can easily adapt to new ABM processes and don’t feel blind-sided.

Analysis: Data Matters a Great Deal

Understand your data. Constantly review, acknowledge, and adjust your processes based on the data at hand. Then, support it with the knowledge of your salespeople. Get their input and advice on which accounts to engage with for optimal results. Then, bring them into the decision-making process for outstanding results.

It’s a Process

Building an account-centric organization requires time and commitment. In the next part of this article, we will discuss important aspects that impact and govern the success of your ABM strategy.

Stay tuned to read the next part of the article.

Spotlight

Network Sunday

Network Sunday accelerates new sales pipeline and customer acquisition for enterprise-focused technology and professional services companies. Whether you wish to outsource demand generation and early stage business development or have built up a team to do this in house, we have the people, process and technology available to help you succeed in today’s digitally-led social selling environment. If you’re looking to outsource we will deliver sales opportunities against an agreed monthly KPI, otherwise we’ll help your business developers become more effective through facilitating the implementation of a unique software-enabled, collaborative social selling methodology with research and administrative support.

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CORE ABM

2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI

Article | May 23, 2022

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.

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CORE ABM

How 6sense’s Embedded CDP Creates Immediate Wins

Article | June 15, 2022

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.

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CORE ABM

Five Things That Can Make a Difference to ABM in EMEA

Article | June 21, 2022

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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CORE ABM

Buying Group Marketing: Another Evolution of ABM

Article | May 23, 2022

B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry. Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach. While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said, "Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs." How Does BGM Drive Revenue? Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain. Closing the Gap Between Sales and Marketing Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization. Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial. In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue. Putting Buyer Experience on Top In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more. Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting. For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM. In BGM: Every step in the buyer’s journey is based on buyer personas and presents value to the buying group. Every demand management process focuses on the buying group. Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision. Offering Solutions to Pain Points Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision. With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months. How Should You Implement BGM on Sales Funnel? We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel: Top of the Funnel While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal. Middle of the Funnel For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective. Bottom of the Funnel Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision. While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions. Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend. Last Word ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads. FAQ What are the three important tenets of buying group marketing? The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account. How is buyer experience different than customer experience? Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey. How can you engage top-of-the-funnel audiences in buying group marketing? You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.

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Spotlight

Network Sunday

Network Sunday accelerates new sales pipeline and customer acquisition for enterprise-focused technology and professional services companies. Whether you wish to outsource demand generation and early stage business development or have built up a team to do this in house, we have the people, process and technology available to help you succeed in today’s digitally-led social selling environment. If you’re looking to outsource we will deliver sales opportunities against an agreed monthly KPI, otherwise we’ll help your business developers become more effective through facilitating the implementation of a unique software-enabled, collaborative social selling methodology with research and administrative support.

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6sense Honored in 2022 MarTech Breakthrough Awards for Outstanding Marketing, Advertising, and Sales Technology

6sense | August 12, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, today announced that its 6sense Revenue AI™ platform has been selected as the winner of the "Best Lead Management Solution" award in the fifth annual MarTech Breakthrough Awards. 6sense Revenue AI™ offers a holistic solution that combines software with AI and machine learning, the rich use of data, and access to real-time insights and analytics. By applying advanced AI, big data, and machine learning capabilities across every stage of revenue generation, companies accelerate deals 25% faster, double the average deal value and improve win rates by 10%. "Business leaders want predictable revenue, but new market realities make it harder to attain that goal. With the massive amounts of data and decisions that need to happen to compete in the current environment, AI applied to big data removes the uncertainty and guesswork, and brings clarity and confidence," said Latane Conant, Chief Market Officer of 6sense. "Business leaders want predictable revenue, but new market realities make it harder to attain that goal. With the massive amounts of data and decisions that need to happen to compete in the current environment, AI applied to big data removes the uncertainty and guesswork, and brings clarity and confidence," said Latane Conant, Chief Market Officer of 6sense. "This acknowledgment supports the significant lift our platform makes in gathering and analyzing the millions of data points to surface meaningful insights that drive recommendations and decisions to accelerate revenue conversion." "Today's B2B selling environment has evolved and purchase decisions are made by teams of stakeholders who prefer to remain anonymous until deep into the buying journey," said James Johnson, Managing Director at MarTech Breakthrough. "6sense's breakthrough platform is built for this new environment, putting rich insights at the fingertips of sales teams and helping them uncover more opportunities, accelerate deal cycles and optimize revenue efficiency. Congratulations to the entire 6sense team on being our choice for 'Best Lead Management Solution' in 2022." The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work, and success in a range of marketing, sales, and advertising technology-related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year's program attracted more than 2,950 nominations from over 18 different countries worldwide. This recognition comes on the heels of 6sense being named to the Forbes Cloud 100 list, a Fortune and Great Place to Work, B2B Marketing ABM Platform of the Year, a Forbes AI 50 honoree, and named as one of the Top 50 Best Companies to Sell For by Selling Power. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter. About MarTech Breakthrough Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, CRM, content and social marketing, website, SEM, mobile marketing and more. For more information, visit MarTechBreakthrough.com.

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ACCOUNT BASED ADVERTISING,TARGETED ACCOUNT STRATEGY

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

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CORE ABM

6sense Wins 2022 Summer Best Relationship Award and Best Feature Set Award in Account-Based Marketing from TrustRadius

6sense, TrustRadius | August 04, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, today announced that TrustRadius has recognized 6sense Revenue AI™ with the Summer 2022 Best Relationship Award and Best Feature Set Award for Account-Based Marketing (ABM). The TrustRadius awards follow industry recognition for 6sense Revenue AI™ being named the ABM Platform of the Year at the Ignite B2B MarTech Awards event in July. The Best Relationship Award highlights companies that provide their customers with accurate implementation expectations, solid follow-through on sales and marketing promises, and demonstrated ROI to become repeat customers. The Best Feature Set award highlights companies with outstanding feature sets that have gone above and beyond to delight their users. TrustRadius Summer Best of Awards are based entirely on feedback from verified customers. "We're honored that our customer community values 6sense for maintaining our commitments to align their teams for predictable growth. Our entire team strives to exceed customer expectations and deliver phenomenal value and results for them every day," said Sanjay Kini, 6sense's Chief Customer Officer. "We're honored that our customer community values 6sense for maintaining our commitments to align their teams for predictable growth. Our entire team strives to exceed customer expectations and deliver phenomenal value and results for them every day," said Sanjay Kini, 6sense's Chief Customer Officer. "The TrustRadius recognition demonstrates our ability to deliver what business leaders want more than anything else: revenue and results. Our customers continually tell us that 6sense Revenue AI removes the uncertainty in their ability to hit their pipeline and revenue targets." TrustRadius is the most trusted review site for technology products and helps buyers make better product decisions based on unbiased and insightful customer reviews. Winners of the Best Relationship Award and Best Feature Set Award received a minimum count of TrustRadius reviews between January 1 and June 30, 2022, and those reviews featured key insight questions about the product's relationship status and product feature set. Winners also rank in the top three positions of their category by the percentage of positive responses earned. Learn how much 6sense means to verified users: "It's perfect for outbound selling. It helps sellers go after accounts that are in the market for faster sales cycles and larger deals. It also helps marketing provide the right air coverage for accounts that the sales team targets but has less intent to 'warm them up' and introduce them to 6sense." "6sense AI-powered predictions turned nay sayers to believers. Their predictive model ties in with our close won opps and shows us that the model aligned with new opps and won deals to help encourage every day users using the platform on a daily basis" "6sense has done a great job in helping us match anonymous signals. Our ability to tie our ads to account-based results is wonderful and nothing I have had in the past. It is so incredibly insightful to know what display ads are working. The more we trust the data, the more success we are seeing." "Knowing where customers are in their buying journey has helped my team and me take a more targeted approach to setting up marketing campaigns. We are able to identify where customers are and have been able to leverage that when it comes to making our sales calls. This has meant less time 'spraying and praying' and more time focusing on those who are close to buying, leading to short sales cycles." "We're able to reach exactly who we want due to the advanced targeting capabilities as well as run retargeting campaigns. Our CSM is very hands-on and we enjoy working with the 6sense team." Learn more: Hear from verified customers about how much they value 6sense Looking to share your own feedback? Leave a review here Stay updated with announcements at the 6sense Newsroom Follow 6sense on LinkedIn and Twitter About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter. About TrustRadius TrustRadius is the most trusted research and review platform for business leaders to find and select the right software for their needs. Decision-makers across industries rely on verified, peer-based guidance and research from TrustRadius. Vendors engage and convert high-intent buyers by telling their unique stories through rich reviews. Over 12 million visitors a year create and engage with high-quality review content and data on Trustradius.com. Headquartered in Austin, TX, TrustRadius was founded by successful entrepreneurs and is backed by Mayfield Fund, LiveOak Venture Partners, and Next Coast Ventures.

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ACCOUNT BASED ADVERTISING

6sense Honored in 2022 MarTech Breakthrough Awards for Outstanding Marketing, Advertising, and Sales Technology

6sense | August 12, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, today announced that its 6sense Revenue AI™ platform has been selected as the winner of the "Best Lead Management Solution" award in the fifth annual MarTech Breakthrough Awards. 6sense Revenue AI™ offers a holistic solution that combines software with AI and machine learning, the rich use of data, and access to real-time insights and analytics. By applying advanced AI, big data, and machine learning capabilities across every stage of revenue generation, companies accelerate deals 25% faster, double the average deal value and improve win rates by 10%. "Business leaders want predictable revenue, but new market realities make it harder to attain that goal. With the massive amounts of data and decisions that need to happen to compete in the current environment, AI applied to big data removes the uncertainty and guesswork, and brings clarity and confidence," said Latane Conant, Chief Market Officer of 6sense. "Business leaders want predictable revenue, but new market realities make it harder to attain that goal. With the massive amounts of data and decisions that need to happen to compete in the current environment, AI applied to big data removes the uncertainty and guesswork, and brings clarity and confidence," said Latane Conant, Chief Market Officer of 6sense. "This acknowledgment supports the significant lift our platform makes in gathering and analyzing the millions of data points to surface meaningful insights that drive recommendations and decisions to accelerate revenue conversion." "Today's B2B selling environment has evolved and purchase decisions are made by teams of stakeholders who prefer to remain anonymous until deep into the buying journey," said James Johnson, Managing Director at MarTech Breakthrough. "6sense's breakthrough platform is built for this new environment, putting rich insights at the fingertips of sales teams and helping them uncover more opportunities, accelerate deal cycles and optimize revenue efficiency. Congratulations to the entire 6sense team on being our choice for 'Best Lead Management Solution' in 2022." The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work, and success in a range of marketing, sales, and advertising technology-related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year's program attracted more than 2,950 nominations from over 18 different countries worldwide. This recognition comes on the heels of 6sense being named to the Forbes Cloud 100 list, a Fortune and Great Place to Work, B2B Marketing ABM Platform of the Year, a Forbes AI 50 honoree, and named as one of the Top 50 Best Companies to Sell For by Selling Power. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter. About MarTech Breakthrough Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, CRM, content and social marketing, website, SEM, mobile marketing and more. For more information, visit MarTechBreakthrough.com.

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ACCOUNT BASED ADVERTISING,TARGETED ACCOUNT STRATEGY

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

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CORE ABM

6sense Wins 2022 Summer Best Relationship Award and Best Feature Set Award in Account-Based Marketing from TrustRadius

6sense, TrustRadius | August 04, 2022

6sense, the leading platform for B2B organizations generating predictable revenue, today announced that TrustRadius has recognized 6sense Revenue AI™ with the Summer 2022 Best Relationship Award and Best Feature Set Award for Account-Based Marketing (ABM). The TrustRadius awards follow industry recognition for 6sense Revenue AI™ being named the ABM Platform of the Year at the Ignite B2B MarTech Awards event in July. The Best Relationship Award highlights companies that provide their customers with accurate implementation expectations, solid follow-through on sales and marketing promises, and demonstrated ROI to become repeat customers. The Best Feature Set award highlights companies with outstanding feature sets that have gone above and beyond to delight their users. TrustRadius Summer Best of Awards are based entirely on feedback from verified customers. "We're honored that our customer community values 6sense for maintaining our commitments to align their teams for predictable growth. Our entire team strives to exceed customer expectations and deliver phenomenal value and results for them every day," said Sanjay Kini, 6sense's Chief Customer Officer. "We're honored that our customer community values 6sense for maintaining our commitments to align their teams for predictable growth. Our entire team strives to exceed customer expectations and deliver phenomenal value and results for them every day," said Sanjay Kini, 6sense's Chief Customer Officer. "The TrustRadius recognition demonstrates our ability to deliver what business leaders want more than anything else: revenue and results. Our customers continually tell us that 6sense Revenue AI removes the uncertainty in their ability to hit their pipeline and revenue targets." TrustRadius is the most trusted review site for technology products and helps buyers make better product decisions based on unbiased and insightful customer reviews. Winners of the Best Relationship Award and Best Feature Set Award received a minimum count of TrustRadius reviews between January 1 and June 30, 2022, and those reviews featured key insight questions about the product's relationship status and product feature set. Winners also rank in the top three positions of their category by the percentage of positive responses earned. Learn how much 6sense means to verified users: "It's perfect for outbound selling. It helps sellers go after accounts that are in the market for faster sales cycles and larger deals. It also helps marketing provide the right air coverage for accounts that the sales team targets but has less intent to 'warm them up' and introduce them to 6sense." "6sense AI-powered predictions turned nay sayers to believers. Their predictive model ties in with our close won opps and shows us that the model aligned with new opps and won deals to help encourage every day users using the platform on a daily basis" "6sense has done a great job in helping us match anonymous signals. Our ability to tie our ads to account-based results is wonderful and nothing I have had in the past. It is so incredibly insightful to know what display ads are working. The more we trust the data, the more success we are seeing." "Knowing where customers are in their buying journey has helped my team and me take a more targeted approach to setting up marketing campaigns. We are able to identify where customers are and have been able to leverage that when it comes to making our sales calls. This has meant less time 'spraying and praying' and more time focusing on those who are close to buying, leading to short sales cycles." "We're able to reach exactly who we want due to the advanced targeting capabilities as well as run retargeting campaigns. Our CSM is very hands-on and we enjoy working with the 6sense team." Learn more: Hear from verified customers about how much they value 6sense Looking to share your own feedback? Leave a review here Stay updated with announcements at the 6sense Newsroom Follow 6sense on LinkedIn and Twitter About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter. About TrustRadius TrustRadius is the most trusted research and review platform for business leaders to find and select the right software for their needs. Decision-makers across industries rely on verified, peer-based guidance and research from TrustRadius. Vendors engage and convert high-intent buyers by telling their unique stories through rich reviews. Over 12 million visitors a year create and engage with high-quality review content and data on Trustradius.com. Headquartered in Austin, TX, TrustRadius was founded by successful entrepreneurs and is backed by Mayfield Fund, LiveOak Venture Partners, and Next Coast Ventures.

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