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Check Your Account Identification Bandwidth While Working From Home

If you’re like me, then you’ve been spending most of your working life in Zoom calls lately. While it’s been great for social distancing, it hasn’t always made for the best meetings. How many of you have had that call: the low bandwidth, dropping every third word, frozen faces call? And how much better is the great bandwidth, crystal-clear call in comparison? Like every other business function, your ABM program has also gone from the office into the home. And there’s a good chance that as your revenue team builds their…

2020 Marketing Predictions – Part 1

What’s next for Marketing is something we talk about A LOT at 6sense. The industry moves at the speed of light (at least, it feels that way) and marketers are expected to stay one step ahead — even when it seems like we’re struggling just to keep up. As a CMO planning for a new year, here are the top five Marketing trends I’m looking at in 2020: 1. Say Hello to Scaling ABM In the last few years, Account-Based Marketing has taken over as a better way to engage with modern B2B buyers — but without the ability to scale…

Advanced Personalization Helps Top Retailers Make More Money and Hold off Amazon

Today’s retail and e-commerce email marketers face a twin set of challenges as they head into the holiday shopping season and beyond: making more money through email and competing against Amazon for the minds and wallets of their customer base. Now, new research shows how they can fight both battles with the same weapon: advanced personalization, which can help their messages stand out from their inbox competition and make them the go-to brand for their customers. Email marketers stand to gain at least two big…

Taking the Sales Approach to Marketing – Part 2

During my recent “thought leadership” presentation for Women In Revenue, I was able to hone in on how my Sales background helped me challenge the status quo of Marketing. Specifically, I unearthed my successes, failures, and lessons along the road to CMO, which gave me some unique insight. In part one, we broke down how taking a Sales approach to Marketing helps you focus on the right accounts, avoid single-threaded leads, and create a great customer experience. Now, let’s dive into how it can empower you to connect with…

Taking the Sales Approach to Marketing – Part 1

Recently, Women In Revenue, an amazing organization empowering current and future female leaders in Sales and Marketing roles, asked me to do a “thought leadership” presentation in front of, and alongside, inspirational women who have written books, been keynote speakers and have thousands of followers on Twitter. Needless to say, I was a tad nervous. All I have are my experiences—my failures, successes, and lessons learned along the way—but, does that really qualify me as a thought leader? Using those experiences to…

Surefire Signs Your Revenue Team Is Disconnected from the Buyer Journey

Today’s B2B revenue teams — encompassing everyone from customer success to sales and marketing — are not in control of approximately 90 percent of the buying journey. Unfortunately, B2B buyers are increasingly anonymous, fragmented and resistant. With instant access to third-party resources, savvy buyers no longer feel the need to be led through their purchasing decision, leaving revenue teams disconnected from the buying process. This behavior means we must make a dramatic shift in the way we market and sell to modern…