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Why Hacking Lead Generation Should be Your Foremost Priority

Regardless of the size of your startup, you share the same challenge as large corporates when it comes to lead generation. In a 2017 Hubspot survey, 63 percent respondents indicated their largest challenge as generating leads and prospects due to lack of resources such as staff, funding and time. In contrast to the immense challenge in lead generation, 70 percent of respondents indicated that conversion was their first priority. That’s illogical if you consider that lead generation is the first of four stages of the sales funnel. A quick way of gauging the effectiveness of your lead generation methods, compare your average cost per lead to industry averages.

Spotlight

Mindgrub

Mindgrub, an Inc. Best Workplace, Clutch.co Top Web Design Firm, a member of the Inc. 5000 for five years running, and the Maryland Tech Council’s Tech Company of the Year, is an agency at the intersection of technology and business, designing and engineering solutions that define a company’s digital presence. Since 2002, Mindgrub has developed award-winning projects for clients such as Wendy’s, DELL, Exelon, Under Armour, Yamaha, Crayola, Adobe, Geico, ORACLE, A&E, The Economist, Polk Audio, University of Maryland, NASA, The Smithsonian, and Discovery Communications.

OTHER ARTICLES
Buyer Intent Data

Increasing ABM Engagement through Sales Empowerment

Article | October 7, 2022

ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM? Follow these four simple steps: Look for Potential in Target Accounts Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity. Go Beyond the Lead-based Approach Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes. Participate in Buying Group Marketing Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach. Upgrade Your Sales Approaches Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities. With an Empowered Sales Team, Your ABM Engagement Rises An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.

Read More
Core ABM

In Focus: B2B Decision-Makers’ Rising Interest in AI and ML

Article | June 20, 2023

Recently, Contentgine, a content-based marketing agency, released its latest ‘Top 5’ research ranking for popular artificial intelligence (AI) related content consumed by B2B decision-makers. The content assets, mostly e-books, that made it to the list focus on predictive analytics, cloud-based machine learning (ML) technologies, deep data analytics, and more. But why are B2B decision-makers so curious about AI and ML? They want to use AI and ML-based solutions effectively to streamline their business processes and improve their marketing strategies. Digital transformation, heightened consumer expectations, and changing buyer dynamics govern the way B2B decision-makers utilize their resources. Let us look at what is making them seek AI and ML-related content on such a high scale: AI Simplifies Decision-Making A survey conducted by SurveyMonkey concluded that 6 out of 10 B2B decision-makers experience decision paralysis—difficulty in choosing an option from a few viable ones—more often than expected. Furthermore, reaching a consensus becomes cumbersome if too many stakeholders are involved in the decision-making process. In such sticky situations, AI algorithms come to the rescue. They leverage heterogeneous data from social media, reports, website activity and more, to offer insights on management and resource allocation, assist in troubleshooting problems and aid strategic development. They alleviate issues that insufficient data and a lack of proper tools to measure metrics pose. They present a clear picture in front of the decision-makers to enable them to make an informed decision. Assists in Lead Generation Forget archaic, standard prospecting tools. You can effortlessly conduct lead generation research using various complex parameters with AI-powered tools. You can also analyze customer behavior, create dynamic, intuitive, secure and valuable lead lists. Sifting through massive lead generation data to discover the client profiles that match your ICP gets easier. On the other hand, ML helps with demand prediction, churn prediction, local optimization, and sentiment analysis, so you can offer an excellent customer experience to your leads. AI lead generation tools such as Conversica, Drift, and LeadCrunch can have conversations with your leads, collect their email addresses, and qualify them even before handing them off to the sales teams. AI-powered lead scoring can help you identify intent signals that your marketing teams might have missed. Optimizes Content Strategy Let’s face it. You don’t want to sell Eskimo ice. Irrelevant content sabotages your chances of creating a lasting relationship with your prospects. Your content should align with your customer’s needs and pain points. Thanks to machine learning, deep content personalization is possible. ML can analyze content assets on your website and send the relevant ones to a prospect at the right time based on their position in the buyer’s journey. AI and ML Are Changing the Game for B2B Businesses According to an O’Reilly survey commissioned by MemSQL, 71% of executives said that ML and AI are game-changers for their business. B2B decision-makers are investing their resources in exploring the advantages of AI and ML in-depth. They are keen to implement AI systems and ML-based solutions to eliminate human errors, continuously analyze vast amounts of raw data, and harness structured solutions to problems they face in executing their business processes. VMWare Uses Acrolinx to Streamline Content Program AI-enabled content solution Acrolinx offered VMWare real-time dashboards on the results of its content activity. The qualitative report helped VMWare focus its resources on making its content better so that it could get more conversions. Closing Thoughts “AI will increasingly determine which firms win and which firms lose.” - Phil Clement, former CMO of Aon. “AI will increasingly determine which firms win and which firms lose.” - Phil Clement, former CMO of Aon. AI and ML can significantly impact business operations and marketing campaigns in the B2B domain. To have a competitive edge in the market, understanding their importance and figuring out where and how to use their power will no longer be a choice but a necessity.

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Buyer Intent Data

How to Accelerate ABM Impact Within the Enterprise

Article | September 11, 2023

Data-driven strategies for increasing time to market, pipeline, and revenue impact. The B2B environment is incredibly complex, so it’s no surprise that more than three-quarters of B2B buyers describe their purchasing journey as very complex or challenging. A significant majority (67%) of the B2B buyer’s journey happens digitally, but B2B buying does not play out in any predictable, linear order. Unfortunately, much of today’s ABM technology lacks the capabilities required to provide personalized experiences across multiple channels, platforms, buying centers, geographies, and lines of business. This puts the target account into an undesirable linear campaign and assumes all accounts progress through the funnel at the same speed. Instead, customers engage in “looping” behaviors during a typical B2B purchase, revisiting multiple buying stages at least once. Buying stages do not happen sequentially but rather simultaneously. This means that ABM success depends not only on a deep understanding of its audience’s needs but also on precisely orchestrating the delivery of the right message in the right channel at the right time - and on a global scale. In the face of these complexities, ABM is rapidly maturing as a practice. New research shows that almost half (45%) of companies consider their ABM programs to be fully adopted versus experimental – up a third compared with 2020. But even as ABM programs mature, the headwinds of change are accelerating, leaving more than two-thirds of ABM marketers thwarted in their mission to drive significant revenue impact. B2B marketers must contend with and overcome a slew of challenges that can feel beyond their immediate control. A recent study by Demand Metric and MRP found that more than three-quarters of marketers’ report that the pace of their campaigns has intensified over the past year. That percentage is higher still, at 83%, at enterprise companies that operate with high levels of complexity on a global scale. Four in ten marketers report that changing account profiles poses a challenge, as does the emergence of new channels and demand for new content formats. Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, high-performing, omnichannel account-based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Addressing this reality requires rethinking how marketers engage with accounts. The most mature account-based orchestrations are adaptive, understanding a target’s changing needs, aligning content to those desires, and delivering personalized experiences consistently across multiple channels. This demands a new approach to data management, better use of intent and predictive insights, and fully synchronized orchestration. To make meaningful connections with prospects and customers amidst these changes, enterprise marketers are evolving their ABM initiatives to focus on highly personalized experiences tailored to the account level and individual locations and buyer roles. Increasingly, ABM leaders employ a set of principles and processes that are consistent from company to company – giving others a blueprint for success. The most critical steps for marketers to achieve significant results with their ABM programs include: Collaborate Closely Across the Organization Enterprise marketers must share insights widely across interdisciplinary teams. This allows campaigns to be coordinated across shared accounts. A study of top ABM performers found that nine in ten reported close cross-functional collaborations between marketing and sales. ABM leaders need to establish a standardized measurement framework so everyone is working toward the same goals and success. Establish a Single Source of Truth Not only are ABM leaders’ teams highly integrated, but so is their data. A single view of data allows for a deeper understanding of audience needs and improves collaboration. Eight out of ten (80%) top performers use data from three or more systems to guide their ABM practice, and even more, 84%, say that their tech stack is mostly or completely integrated. This is more than double the number (30%) of those whose ABM impact was negative or couldn't be measured. Deliver Messages Consistently - and Across Touchpoints Successful ABM marketers can customize the buyer’s experience based on the specific product or solution under consideration and factor in their stage within the buying journey. Almost half of leading ABM practitioners (46%) go beyond personalizing messages by industry to adapt their messages to the recipient’s job role and stage of the customer lifecycle. Highly personalized content delivered at the right time is more critical than ever since customers often skip “steps” on the buying journey and require digital experiences to adapt accordingly. Grasping at New Buzzwords Isn’t the Answer Calling an initiative “ABX” instead of “ABM” doesn’t make it easier to execute successfully. In fact, in a rush to accelerate the delivery of 'account-based experiences', the platforms that support it have become a critical bottleneck, creating yet another siloed system. This not only adds to the complexity but also undermines the outcomes it is intended to improve. Today’s B2B marketers face unprecedented challenges but the enterprise must approach ABM as a guiding strategy rather than a limited tactic. Synthesizing data across multiple sources, eliminating tech and people silos, and taking a collaborative approach to ABM can give marketers a deeper understanding of what target accounts need and where to deliver it. The right tech solutions can trigger omnichannel actions based on account insights, simplifying the complexity of ABM and executing mature, omnichannel orchestrations that have a measurable impact on revenue.

Read More
ABM Accounts

Hard Truths and Helpful Tips About Account-Based Marketing (Part 1)

Article | June 10, 2022

Are you thinking about ditching your revenue team’s creaky, ineffective sales approach and embracing ABM … but aren’t sure of what you need to know? You’ve found the right blog post. Today, we’re providing some mind-blowing highlights from a recent webinar hosted by Kerry Cunningham, our Senior Principal of Product Marketing. The webinar unpacked what matters most for launching an effective ABM program and offers actionable tips for sales and marketing teams. It’s well worth a watch. But if you’re short on time, here are some insights. Kerry started the webinar by sharing some hard truths about the state of selling: Hard Truth #1: If They’re a Lead, You May Be Too Late B2B sales used to be all about leads. Even now, many revenue teams lean heavily into the lead-based mindset. But the emergence of Account-Based Marketing brought many revelations to revenue teams, including that account opportunities are far more important than individual leads. When you turn your (obsessive) attention from solo buyers and instead examine the full spectrum of interest or intent that an entire organization is expressing in your solution, you’re able to dramatically increase the quantity and quality of your sales intelligence. Without this analysis, your team won’t be aware that buyers are conducting so much research on their own that by the time your team determines that they’re an early-stage “lead,” they may in fact be much farther down the buyer’s journey than expected. Your team plays catchup after that, putting them at a competitive advantage. Hard Truth #2: B2B Buyers Aren’t Even ‘Buyers’ Anymore These days, buyers are no longer individuals, but rather teams of people. On average, buying teams often include 10 people, Kerry explained. “Not everybody involved in the buying process is going to be sitting at the table at the end of that last meeting when they sign the deal,” Kerry said, “but all of those folks are doing some research.” How big are these teams? From the webinar’s transcript: Kerry: “For bigger deals, there may be as many as 20 or more people involved. And again, all of those folks are having interactions. In fact, Forrester Research did a study recently that showed that on average, post-pandemic, buyers are having 27 interactions each. So when you have 10 people or 20 people, and they’re having 20-something interactions each, that adds up.” But there’s an upside to all this activity, Kerry said. As buyers conduct research, they leave behind digital “breadcrumb trails” or “footprints in the snow” across the internet. Sellers armed with leading account engagement technologies can track, aggregate and de-anonymize these intent signals. ABM tools help them better understand the buyers’ research and buying processes. Hard Truth #3: You Might Deal with Multiple Buying Teams Depending on the scope of your solution’s capabilities, your sellers may contend with more than one buying team. Here’s an example: Let’s say a company is looking for a solution to handle the needs of many departments or divisions. Each division may task its own buyer or buying team to conduct its own research to find solutions that effectively solves its own business problems. If your solution can serve the needs of multiple divisions, your revenue team is in a good position, especially if your team can proactively identify the divisions’ unique needs. (Account engagement platforms do a great job of this.) However, don’t assume that your solution can be everything to every division, Kerry warned. Kerry: “If you sell multiple solutions — say you’re a big tech company and you have three, four, five solutions — you may be selling to multiple buying centers. But those buying centers may not all be great prospects for your solution. So take into account the fact that some of the buying centers inside those specific accounts may or may not be good prospects for you.” Hard Truth #4: Buyers Think They Know Everything About Your Solution (But Actually Don’t) Many buyers believe they can get all the information they need about your solution (and your competitors) exclusively through online research, Kerry said. This is super-convenient for buyers, but sellers can’t fully control the narrative. That leads to big problems. Kerry: “Not all the information that they get is going to be accurate. It certainly may not be how you’d like to present yourself. So one of the things that’s really important is you have to understand how your buyers are finding out about you.” This requires identifying other likely sources of information — such as content from competitors or unreliable analysts — and proactively engaging buyers with data and talking points that counter this misinformation. Conclusion Pivoting to an account-based approach isn’t always easy, especially for revenue teams that are entrenched in a older sales approaches. But making the change to ABM can revolutionize your business, Kerry said. “Within the first year, 6sense clients who take all of these new techniques on board are able to produce substantially better results, bigger deal sizes, better win rates, and even shorter sales cycles,” Kerry said. “This is really the way B2B ought to be done.” We’ve covered a few hard truths in this post, but come back tomorrow for Part 2 of this series. We’ll provide some helpful and actionable ABM tips then.

Read More
Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM? Follow these four simple steps: Look for Potential in Target Accounts Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity. Go Beyond the Lead-based Approach Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes. Participate in Buying Group Marketing Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach. Upgrade Your Sales Approaches Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities. With an Empowered Sales Team, Your ABM Engagement Rises An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.

Read More
Core ABM

Top Account-Based Marketing Events for Marketers to Attend in 2023

Article | June 20, 2023

Recently, Contentgine, a content-based marketing agency, released its latest ‘Top 5’ research ranking for popular artificial intelligence (AI) related content consumed by B2B decision-makers. The content assets, mostly e-books, that made it to the list focus on predictive analytics, cloud-based machine learning (ML) technologies, deep data analytics, and more. But why are B2B decision-makers so curious about AI and ML? They want to use AI and ML-based solutions effectively to streamline their business processes and improve their marketing strategies. Digital transformation, heightened consumer expectations, and changing buyer dynamics govern the way B2B decision-makers utilize their resources. Let us look at what is making them seek AI and ML-related content on such a high scale: AI Simplifies Decision-Making A survey conducted by SurveyMonkey concluded that 6 out of 10 B2B decision-makers experience decision paralysis—difficulty in choosing an option from a few viable ones—more often than expected. Furthermore, reaching a consensus becomes cumbersome if too many stakeholders are involved in the decision-making process. In such sticky situations, AI algorithms come to the rescue. They leverage heterogeneous data from social media, reports, website activity and more, to offer insights on management and resource allocation, assist in troubleshooting problems and aid strategic development. They alleviate issues that insufficient data and a lack of proper tools to measure metrics pose. They present a clear picture in front of the decision-makers to enable them to make an informed decision. Assists in Lead Generation Forget archaic, standard prospecting tools. You can effortlessly conduct lead generation research using various complex parameters with AI-powered tools. You can also analyze customer behavior, create dynamic, intuitive, secure and valuable lead lists. Sifting through massive lead generation data to discover the client profiles that match your ICP gets easier. On the other hand, ML helps with demand prediction, churn prediction, local optimization, and sentiment analysis, so you can offer an excellent customer experience to your leads. AI lead generation tools such as Conversica, Drift, and LeadCrunch can have conversations with your leads, collect their email addresses, and qualify them even before handing them off to the sales teams. AI-powered lead scoring can help you identify intent signals that your marketing teams might have missed. Optimizes Content Strategy Let’s face it. You don’t want to sell Eskimo ice. Irrelevant content sabotages your chances of creating a lasting relationship with your prospects. Your content should align with your customer’s needs and pain points. Thanks to machine learning, deep content personalization is possible. ML can analyze content assets on your website and send the relevant ones to a prospect at the right time based on their position in the buyer’s journey. AI and ML Are Changing the Game for B2B Businesses According to an O’Reilly survey commissioned by MemSQL, 71% of executives said that ML and AI are game-changers for their business. B2B decision-makers are investing their resources in exploring the advantages of AI and ML in-depth. They are keen to implement AI systems and ML-based solutions to eliminate human errors, continuously analyze vast amounts of raw data, and harness structured solutions to problems they face in executing their business processes. VMWare Uses Acrolinx to Streamline Content Program AI-enabled content solution Acrolinx offered VMWare real-time dashboards on the results of its content activity. The qualitative report helped VMWare focus its resources on making its content better so that it could get more conversions. Closing Thoughts “AI will increasingly determine which firms win and which firms lose.” - Phil Clement, former CMO of Aon. “AI will increasingly determine which firms win and which firms lose.” - Phil Clement, former CMO of Aon. AI and ML can significantly impact business operations and marketing campaigns in the B2B domain. To have a competitive edge in the market, understanding their importance and figuring out where and how to use their power will no longer be a choice but a necessity.

Read More
Buyer Intent Data

2023 Buyer Intent Data Trends: What Growing Businesses Need to Know

Article | September 11, 2023

Data-driven strategies for increasing time to market, pipeline, and revenue impact. The B2B environment is incredibly complex, so it’s no surprise that more than three-quarters of B2B buyers describe their purchasing journey as very complex or challenging. A significant majority (67%) of the B2B buyer’s journey happens digitally, but B2B buying does not play out in any predictable, linear order. Unfortunately, much of today’s ABM technology lacks the capabilities required to provide personalized experiences across multiple channels, platforms, buying centers, geographies, and lines of business. This puts the target account into an undesirable linear campaign and assumes all accounts progress through the funnel at the same speed. Instead, customers engage in “looping” behaviors during a typical B2B purchase, revisiting multiple buying stages at least once. Buying stages do not happen sequentially but rather simultaneously. This means that ABM success depends not only on a deep understanding of its audience’s needs but also on precisely orchestrating the delivery of the right message in the right channel at the right time - and on a global scale. In the face of these complexities, ABM is rapidly maturing as a practice. New research shows that almost half (45%) of companies consider their ABM programs to be fully adopted versus experimental – up a third compared with 2020. But even as ABM programs mature, the headwinds of change are accelerating, leaving more than two-thirds of ABM marketers thwarted in their mission to drive significant revenue impact. B2B marketers must contend with and overcome a slew of challenges that can feel beyond their immediate control. A recent study by Demand Metric and MRP found that more than three-quarters of marketers’ report that the pace of their campaigns has intensified over the past year. That percentage is higher still, at 83%, at enterprise companies that operate with high levels of complexity on a global scale. Four in ten marketers report that changing account profiles poses a challenge, as does the emergence of new channels and demand for new content formats. Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, high-performing, omnichannel account-based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Addressing this reality requires rethinking how marketers engage with accounts. The most mature account-based orchestrations are adaptive, understanding a target’s changing needs, aligning content to those desires, and delivering personalized experiences consistently across multiple channels. This demands a new approach to data management, better use of intent and predictive insights, and fully synchronized orchestration. To make meaningful connections with prospects and customers amidst these changes, enterprise marketers are evolving their ABM initiatives to focus on highly personalized experiences tailored to the account level and individual locations and buyer roles. Increasingly, ABM leaders employ a set of principles and processes that are consistent from company to company – giving others a blueprint for success. The most critical steps for marketers to achieve significant results with their ABM programs include: Collaborate Closely Across the Organization Enterprise marketers must share insights widely across interdisciplinary teams. This allows campaigns to be coordinated across shared accounts. A study of top ABM performers found that nine in ten reported close cross-functional collaborations between marketing and sales. ABM leaders need to establish a standardized measurement framework so everyone is working toward the same goals and success. Establish a Single Source of Truth Not only are ABM leaders’ teams highly integrated, but so is their data. A single view of data allows for a deeper understanding of audience needs and improves collaboration. Eight out of ten (80%) top performers use data from three or more systems to guide their ABM practice, and even more, 84%, say that their tech stack is mostly or completely integrated. This is more than double the number (30%) of those whose ABM impact was negative or couldn't be measured. Deliver Messages Consistently - and Across Touchpoints Successful ABM marketers can customize the buyer’s experience based on the specific product or solution under consideration and factor in their stage within the buying journey. Almost half of leading ABM practitioners (46%) go beyond personalizing messages by industry to adapt their messages to the recipient’s job role and stage of the customer lifecycle. Highly personalized content delivered at the right time is more critical than ever since customers often skip “steps” on the buying journey and require digital experiences to adapt accordingly. Grasping at New Buzzwords Isn’t the Answer Calling an initiative “ABX” instead of “ABM” doesn’t make it easier to execute successfully. In fact, in a rush to accelerate the delivery of 'account-based experiences', the platforms that support it have become a critical bottleneck, creating yet another siloed system. This not only adds to the complexity but also undermines the outcomes it is intended to improve. Today’s B2B marketers face unprecedented challenges but the enterprise must approach ABM as a guiding strategy rather than a limited tactic. Synthesizing data across multiple sources, eliminating tech and people silos, and taking a collaborative approach to ABM can give marketers a deeper understanding of what target accounts need and where to deliver it. The right tech solutions can trigger omnichannel actions based on account insights, simplifying the complexity of ABM and executing mature, omnichannel orchestrations that have a measurable impact on revenue.

Read More
ABM Accounts

Hard Truths and Helpful Tips About Account-Based Marketing (Part 1)

Article | June 10, 2022

Are you thinking about ditching your revenue team’s creaky, ineffective sales approach and embracing ABM … but aren’t sure of what you need to know? You’ve found the right blog post. Today, we’re providing some mind-blowing highlights from a recent webinar hosted by Kerry Cunningham, our Senior Principal of Product Marketing. The webinar unpacked what matters most for launching an effective ABM program and offers actionable tips for sales and marketing teams. It’s well worth a watch. But if you’re short on time, here are some insights. Kerry started the webinar by sharing some hard truths about the state of selling: Hard Truth #1: If They’re a Lead, You May Be Too Late B2B sales used to be all about leads. Even now, many revenue teams lean heavily into the lead-based mindset. But the emergence of Account-Based Marketing brought many revelations to revenue teams, including that account opportunities are far more important than individual leads. When you turn your (obsessive) attention from solo buyers and instead examine the full spectrum of interest or intent that an entire organization is expressing in your solution, you’re able to dramatically increase the quantity and quality of your sales intelligence. Without this analysis, your team won’t be aware that buyers are conducting so much research on their own that by the time your team determines that they’re an early-stage “lead,” they may in fact be much farther down the buyer’s journey than expected. Your team plays catchup after that, putting them at a competitive advantage. Hard Truth #2: B2B Buyers Aren’t Even ‘Buyers’ Anymore These days, buyers are no longer individuals, but rather teams of people. On average, buying teams often include 10 people, Kerry explained. “Not everybody involved in the buying process is going to be sitting at the table at the end of that last meeting when they sign the deal,” Kerry said, “but all of those folks are doing some research.” How big are these teams? From the webinar’s transcript: Kerry: “For bigger deals, there may be as many as 20 or more people involved. And again, all of those folks are having interactions. In fact, Forrester Research did a study recently that showed that on average, post-pandemic, buyers are having 27 interactions each. So when you have 10 people or 20 people, and they’re having 20-something interactions each, that adds up.” But there’s an upside to all this activity, Kerry said. As buyers conduct research, they leave behind digital “breadcrumb trails” or “footprints in the snow” across the internet. Sellers armed with leading account engagement technologies can track, aggregate and de-anonymize these intent signals. ABM tools help them better understand the buyers’ research and buying processes. Hard Truth #3: You Might Deal with Multiple Buying Teams Depending on the scope of your solution’s capabilities, your sellers may contend with more than one buying team. Here’s an example: Let’s say a company is looking for a solution to handle the needs of many departments or divisions. Each division may task its own buyer or buying team to conduct its own research to find solutions that effectively solves its own business problems. If your solution can serve the needs of multiple divisions, your revenue team is in a good position, especially if your team can proactively identify the divisions’ unique needs. (Account engagement platforms do a great job of this.) However, don’t assume that your solution can be everything to every division, Kerry warned. Kerry: “If you sell multiple solutions — say you’re a big tech company and you have three, four, five solutions — you may be selling to multiple buying centers. But those buying centers may not all be great prospects for your solution. So take into account the fact that some of the buying centers inside those specific accounts may or may not be good prospects for you.” Hard Truth #4: Buyers Think They Know Everything About Your Solution (But Actually Don’t) Many buyers believe they can get all the information they need about your solution (and your competitors) exclusively through online research, Kerry said. This is super-convenient for buyers, but sellers can’t fully control the narrative. That leads to big problems. Kerry: “Not all the information that they get is going to be accurate. It certainly may not be how you’d like to present yourself. So one of the things that’s really important is you have to understand how your buyers are finding out about you.” This requires identifying other likely sources of information — such as content from competitors or unreliable analysts — and proactively engaging buyers with data and talking points that counter this misinformation. Conclusion Pivoting to an account-based approach isn’t always easy, especially for revenue teams that are entrenched in a older sales approaches. But making the change to ABM can revolutionize your business, Kerry said. “Within the first year, 6sense clients who take all of these new techniques on board are able to produce substantially better results, bigger deal sizes, better win rates, and even shorter sales cycles,” Kerry said. “This is really the way B2B ought to be done.” We’ve covered a few hard truths in this post, but come back tomorrow for Part 2 of this series. We’ll provide some helpful and actionable ABM tips then.

Read More
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Mindgrub

Mindgrub, an Inc. Best Workplace, Clutch.co Top Web Design Firm, a member of the Inc. 5000 for five years running, and the Maryland Tech Council’s Tech Company of the Year, is an agency at the intersection of technology and business, designing and engineering solutions that define a company’s digital presence. Since 2002, Mindgrub has developed award-winning projects for clients such as Wendy’s, DELL, Exelon, Under Armour, Yamaha, Crayola, Adobe, Geico, ORACLE, A&E, The Economist, Polk Audio, University of Maryland, NASA, The Smithsonian, and Discovery Communications.

Related News

Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

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ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

Read More

Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

ABM Accounts

6sense Recognized as a Leader in 2023 Gartner Magic Quadrant for Account-Based Marketing Platforms for the Third Consecutive Year

Business Wire | November 03, 2023

6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

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