Breakthrough ‘25 kicked off with a bang today at the Fontainebleau Las Vegas. From hands-on campaign building to AI-powered prospecting tactics to a major product announcement that’s going to change how revenue teams operate, day one delivered the kind of practical insights that attendees will be implementing before they even get home.
Whether you’re catching up from home or want to revisit the standout moments, here’s how the first day unfolded.
Workshop deep dives: Where strategy meets execution
Anatomy of an Integrated Campaign: The 6-Step Framework That Actually Works
Session leaders: Adam Kaiser, VP Brand and Growth Marketing, and Jordan Backues, Sr. Manager of Integrated Campaigns at 6sense
This workshop was about building campaigns that unify every channel, message, and team around shared objectives. Adam and Jordan walked attendees through their battle-tested six-step framework that’s helped 6sense achieve a 50% decrease in campaign build time and 43% account progression through multichannel approaches.
Takeaway: Process beats creativity every time
The biggest revelation? Effective campaigns start with a detailed campaign process document, not flashy creative. As Jordan emphasized, “A process doc is your campaign blueprint. Without it, campaigns risk fragmentation, missed deadlines, and lost accountability.” The framework covers everything from team alignment and business anchoring to smart segmentation and workflow orchestration.
Takeaway: Integration happens in Intelligent Workflows, not email chains
Using 6sense’s Intelligent Workflows, teams can connect every channel from one place instead of juggling disconnected platforms and manual list uploads. The result? Campaigns that adapt to buyer behavior in real-time rather than running on autopilot.
Takeaway: The “Campaign Hunger Games” made it real
The session’s highlight was an interactive competition where teams built complete integrated campaigns in real time, tackling scenarios like “lost deals,” “stalled pipeline,” and “competitive takeouts.” Each group had just minutes to present their campaign strategy, proving that when you have the right framework, speed and quality aren’t mutually exclusive.
Prospecting Bootcamp: AI-powered outreach that actually converts
Session leader: Ernest Owusu, Head of Sales Development Transformation at 6sense
With the blunt honesty of someone who’s scaled SDR organizations from five reps to 60 while growing ARR from $10M to $250M, Ernest didn’t sugarcoat the prospecting reality: “95% of AI projects fail,” according to a recent MIT study. But for the 5% that succeed? The results are transformative.
Takeaway: AI works when it’s purpose built, not just plugged in
Ernest broke down where AI adds real value in prospecting:
- Account research and list building
- Email personalization at scale
- Enablement that goes beyond generic coaching
The key lies in amplifying human judgment rather than replacing it. When AI handles the research and initial personalization, reps can focus on relationship building and actual selling.
Takeaway: Cutting through noise requires multi-channel precision
The session tackled the harsh reality that traditional prospecting approaches are drowning in noise. Ernest’s team shared specific plays around phone effectiveness, LinkedIn Navigator connectivity, and strategic multithreading that helps reps break through. Their approach focused on precision: Sending the right messages to the right people at the right time.
Takeaway: Enablement is the multiplier most teams ignore
Beyond tactics, the session highlighted how AI-powered enablement can coach reps on company, industry, and persona-specific guidance in real-time. When every rep has access to this kind of contextual intelligence, the entire team’s performance elevates.
Customer spotlight: How Conga scaled to $6.3M in influenced pipeline
Session leaders: Alejandro Hernandez, ABM Manager at Conga, and Kristi Tutt, ABM Manager at Folloze
Alejandro’s customer session delivered a detailed playbook for scaling ABM programs without scaling headcount. His journey from “party of one” to driving significant pipeline impact showed exactly how the right tools and processes can create agency-level scale with a single marketer.
Takeaway: Personalization drives 10x higher engagement
The numbers were striking. After moving from generic boards to personalized experiences using 6sense intent signals and Folloze’s platform, Conga saw 10x higher engagement rates and 50% faster campaign build times. The secret? Using 6sense to identify strong-fit accounts showing intent, then creating personalized microsites that speak directly to their industry and challenges.
Takeaway: Event marketing gets supercharged with intent data
Conga’s roadshow strategy generated $750K in net new pipeline from just three initial events. The approach: Use 6sense to identify prospects likely to attend events, create personalized Folloze boards for outreach, and automate follow-up based on engagement signals. The result was 30 registrations for their NYC event versus the typical 13 or 14.
Takeaway: The foundation for automation starts with proven manual processes
Rather than jumping straight to full automation, Alejandro’s team first proved what worked manually, then systematically automated the successful elements. Their next step involves 6sense Workflows to automate campaigns while maintaining the personalization that drove results.
6th Street Live: Advanced AI automation in action
Session Leaders: 6sense CMO Latané Conant, VP of Brand & Growth Marketing Adam Kaiser, VP of ABX EJ Oelling, and VP of Demand Generation Chris Dutton
With RevvyAI’s transformative capabilities fresh in everyone’s minds, the session shifted to show how all these pieces — the AI, the workflows, the signals — come together in practice. This wasn’t about theory. It was about revealing the actual go-to-market engine that 6sense uses to drive results.
One unified buyer journey
The big idea: Every channel works together as part of a single, coordinated journey. From the moment an account hits your ICP criteria through the decision stage, automated workflows trigger across every touchpoint based on fit, buying stage, and intent signals.
- Digital advertising targets high-fit accounts in buying stages.
- Intent nurture campaigns activate when keyword research spikes.
- BDR outreach happens when accounts hit decision stage.
- Direct mail creates physical presence for key opportunities.
It’s not a collection of campaigns — it’s one orchestrated experience.
Always-on engagement across every channel
The foundation starts with the basics: acquiring the right accounts and contacts, enriching data with 6sense signals, and maintaining always-on intent nurture.
When accounts show keyword research activity, they flow into separate tracks for marketing awareness and sales outreach, each calibrated to move accounts forward without overwhelming them.
Digital advertising runs continuously, filtered by account fit and buying stage, reaching prospects where they’re already spending time:
- Display ads for target accounts
- LinkedIn campaigns for awareness and consideration stages
- Retargeting for purchase-stage accounts.
- Each channel removes audiences as they progress to avoid wasted spend.
Direct mail and ABX experiences add high-touch elements for decision-stage opportunities.
- VIP dinners for executive conversations.
- Club6 for peer networking.
- Virtual experiences that deliver the same personalized value for accounts that can’t attend in-person.
BDR outreach focuses on best-fit accounts in decision stage, using 6sense’s AI summaries to personalize every interaction with web activity, keyword research, and past opportunity context.
When outreach creates opportunities, they flow into the right nurture tracks automatically.
These workflow diagrams represent the actual engine behind 6sense’s $300M pipeline goal. Every automated trigger fires based on real account behavior. Every channel reinforces the others. Every touchpoint moves accounts closer to revenue.
Until tomorrow!
This was just the beginning. With two more days of customer-led sessions, product demos, and strategic insights ahead, Breakthrough ‘25 is shaping up to change how revenue teams operate long after everyone leaves Vegas.
For those keeping tabs from home, we’ll have plenty more to share as the week unfolds.
