6sense is fortunate to have incredible agency partners who help marketers master the platform and offer outsourced help executing GTM campaigns.
Gilroy, a tier one 6sense Agency Partner, recently moderated one of our 6sense User Group events in London — sharing recent innovations and the success early adopters have enjoyed.
Below is a lightly-edited recap of the event from Gilroy. Read the full post on their website here.
The afternoon focused on three key themes:
- Innovation
- Marketing strategy
- Sales coordination
1. 6sense product features & roadmap
Intelligent Workflows — Audience, Data & Conversational Email
Moderated by Brittany Meakin, Activation Director & GTM Planner at Gilroy, this discussion began with an overview of the newest platform products and features.
Intelligent Workflows launched in March, bringing data management and omnichannel engagement into a single canvas to enable more efficient, targeted campaigns. Attendees learned how they can simplify campaign orchestration using the tool with just a bit of training.
One particularly tricky challenge for European markets is compliance with GDPR and similar privacy laws, which limits data availability compared to those in the U.S. Because of finite target account lists and the inability to leverage ICP in certain sectors like insurtech, marketers were looking for ways to scale audience reach.
Attendees exchanged tips and tricks, such as ensuring not too many restrictive filters were layered on segments. The in-room 6sense customer success managers also reminded the audience the platform allows you to create custom 6QAs, which allow you to tailor the criteria for what constitutes a highly qualified account based on your specific needs.
2. Full-funnel content strategies
Personalization, scalability and the dilemma of ungated vs. gated content
Gilroy Strategist & GTM Planner Bex Howie led a timely discussion around aligning content to the buying journey, awareness through to purchase. Attendees exchanged experiences on the challenge of creating scalable, stage-relevant content that truly speaks to buyer intent signals.
The session sparked an interesting debate between ungating (form fills) and gating (making it freely available) across your site. Attendees shared their business case strongly in favor of ungating content. Here are the key points from that discussion:
- 6sense allows you to move away form-generated MQLs by de-anonymizing web traffic, providing valuable insights into visitor behavior without the need for form fills.
- Ungating content removes the barrier for people to access and consume content, increasing your influence on high-intent users and helping you detect surging interest across your website.
- Using de-anonymized data still allows you to prioritize marketing and sales efforts leveraging 6sense.
- Using flexible gating allows you to place lead capture forms at various points within your content which is a helpful way to balance user experience with lead generation where it would be high value.
In addition, it was great to have Ben McGill, EVP Strategic Business Development at Turtl join the session and discuss how the integrations and capabilities of their platform are improving the capabilities for B2B marketers from a content and data perspective.
3. Sales Intelligence & 6QA follow-up
Sales Intelligence adoption, 6QA reporting and custom 6QAs
The final panel, moderated by Scott Pearson, Gilroy’s Senior Account Director for Client Success, tackled the integration of 6sense insights into sales activation.
This conversation delivered a lot of contributions in the room from customers who have spent the last 16 months perfecting their collaboration with sales.
The key tip: Have a clearly defined 6QA process that will enable sales to take action. Keep it simple and not overly-engineered to help sales reps spot hot and hot new prospects in regions where accounts are showing 6QA status.
For those who were new to onboarding or in their infancy of integrating the platform into their business processes it was recommended that they initially roll-out with a ‘tiger team’ — a smaller group of motivated, proactive BDRs that can focus on quick wins, celebrate those wins with a gamification leaderboard, and save the global rollout for when you have proven results that’ll influence others to get excited.
Join us!
The event closed with networking and drinks under the rare gift of sunshine in central London. Beyond the discussions, this event served as a reminder of the vibrant, forward-facing community built around 6sense and its partner ecosystem.
We love bringing people together to learn, network and celebrate. We have local groups in several cities worldwide and virtual groups for everyone everywhere. Find your tribe here. Learn more about Gilroy here or read the full post on their website here.
