The Next Generation of Account-Based Marketing

No Forms. No Spam. No Cold Calls. The Next Generation of ABM

This week on the Demand Gen Visionaries podcast, we sat down with Latane Conant, the CMO of Qualified partner 6sense. Latane discusses her extremely compelling vision of Account-Based Marketing and how to uncover the signals that tell you when a target person or target company is ready to buy, and how to shift your sales and marketing tactics to maximize conversion.

Many of our readers know about 6sense, the so-called "Account Engagement Platform" that helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team. 6sense uncovers anonymous buying behavior, prioritizes accounts for sales and marketing, and enables them to engage resistant buying teams with personalized, multi-channel, multi-touch campaigns.

Latane Conant, CMO of ABM pioneer 6sense, speaks with Qualified.com on the Demand Gen Visionaries Podcast

On this episode of Demand Gen Visionaries, Latane discusses how she went back to the drawing board more than a year ago and re-imagined what demand gen would look like if the buyer experience were put first.

Tune in to Latane's episode and hear how she got started in demand gen, her road to become the CMO of 6sense, and more.

Want to skip ahead to the highlights? Check out these can’t-miss moments.

Episode Highlights

1:30 Latane's First Job in Demand Gen

3:30 Her Overall Demand Gen Strategy

9:00 Let’s Learn More About 6sense

12:00 How Do You Structure Your Demand Gen Team?

17:30 The Demand Gen Playbook - Uncuttable Budget Items

22:30 The Content Tactics that are “Crushing It”

26:00 My Favorite Campaigns

30:45 How Important is Your Website?

32:00 Latane’s Famous Dust-Up

34:15 Approaching Relationships with Sales

36:00 Quick Hits, Getting to Know Latane

Episode Quotes:

“I think the best demand gen makes people feel something. It creates a connection.”
“I'm just going to blow this thing up and prove that if we put prospects and their experiences first, we can generate a f***load of pipeline and succeed, and do it in this new and different way.”
“We decided early on not to have sales ops and marketing ops, but to have revenue ops. As a revenue team, let's always be finding our ‘red’ and always be bringing issues and conversion points forward that aren't performing because that gives us a chance to go and fix them.”
“I just always encourage people. If your gut is telling you that it's the right thing to do, it probably is, and sometimes you gotta take those risks.”
“I would challenge the new-world order to be thinking, not about demand generation, but demand capture. Because if you uncovered ‘the dark funnel’, then you actually see the demand right in front of you.”

Ready to hear from more Demand Gen Visionaries? You can find all episodes here.

Posted on
August 18, 2020
Kraig Swensrud

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