The final day of Breakthrough 2024 wrapped up with interactive workshops, hugs, and handshakes. It was wonderful to get together with over 1,000 B2B revenue pros, get inspired, and share our challenges and victories!
We hope everyone is heading home with smiles as big as ours.
In the spirit of celebration, we want to highlight this year’s Breakthrough Award winners:
Ad Campaign of the Year: Qualcomm
Qualcomm’s “Power to Move Your Business” campaign was a global initiative designed to launch the Snapdragon X Elite Computer Platform. Targeting industry partners, small-business owners, and IT decision-makers, the campaign employed a multi-channel strategy that included display ads, video ads, LinkedIn promotions, and more.
“By harnessing the rich audience insights provided by 6sense, we were able to tailor our messaging to meet the specific needs and preferences of enterprise IT Decision Makers at every step of the buying journey.”
Carmen True
VP of Marketing, Qualcomm
According to Carmen True, Vice President of Marketing at Qualcomm, “6sense was one of the very first pieces we put in place to scale our go-to-market capabilities and diversify our business. By harnessing the rich audience insights provided by 6sense, we were able to tailor our messaging to meet the specific needs and preferences of enterprise IT Decision Makers at every step of the buying journey. POWER TO MOVE YOUR BUSINESS is aligned with our broader company strategies and leverages investments we began making 18 months ago. Most importantly, it demonstrates that we have become a modern go-to-market organization capable of delivering end-to-end experiences that resonate deeply with our customers.”
Fastest Time to Value: Sift
Sift’s GTM leaders worked closely to lead an organizational transformation centered around their ABX GTM motion, which includes 6sense. Sift’s initiative, fittingly named “Project Bullseye,” hyper-focused on identifying and nurturing accounts that are in-market and providing the tools and training that ensured revenue team members’ quick success.
In the first six weeks using 6sense, Sift achieved:
- 220% of their meetings completed goal
- 218% lower cost per opportunity
- +275% ROI on ABX initiatives
“6sense is an essential tool in our tech stack to help us achieve our ARR growth objectives for our business and hit our increasingly aggressive goals,” said Sift CMO Armen Najarian.
Nimble Marketing: Tackle
Before implementing 6sense, the Tackle ABM team ran an average of five campaigns per quarter. With 6sense in place, they’ve scaled up to run over 40 campaigns, including 6sense advertising campaigns, LinkedIn ad campaigns, virtual events, live events, webinars, and email campaigns across new business and customer expansion initiatives. 6sense has enabled them to be more efficient with their budget and more effective at targeting the right people at the right accounts who are in-market.
“Our marketing team exemplifies agility and innovation, leveraging advanced analytics and integrating martech platforms like 6sense, Marketo, Mutiny, and Salesforce to drive remarkable results.”
Andrew Marshall
VP of Product Marketing, Tackle
The Tackle team thrives on collaboration, leveraging advanced analytics, and performance metrics to fine-tune their strategy and optimize their campaigns. Their use of 6sense data has led to a true ABM focus across their revenue team. “Our marketing team exemplifies agility and innovation, leveraging advanced analytics and integrating martech platforms like 6sense, Marketo, Mutiny, and Salesforce to drive remarkable results. Their personalized, data-driven strategies have boosted account engagement and marketing efficiency. Their collaborative spirit and creative problem-solving are the backbone of our success, consistently exceeding pipeline goals and setting industry benchmarks, ” according to Andrew Marshall, VP of Product Marketing.
Ecosystem Fusion: Vertex
Vertex integrated 6sense data into their CRM, MAPs, analytics, and website personalization tools to create a windfall of benefits, including:
- Clearer buying behavior insights
- Improved account targeting
- More personalized website experiences
- Better ad targeting
- Increased sales rep efficiency
- Improved campaign performance
- Higher conversion rates
With a better understanding and more visual representation of customer and prospect behaviors, Vertex has been able to conduct and act on GTM analysis that wasn’t possible before.
Efficiency Experts: Reltio
Reltio augmented their business development capacity without adding headcount by using an AI assistant to engage accounts that did not respond to traditional methods or BDR follow-ups.
Chasing lukewarm engagements isn’t the best use of most BDRs’ time. An AI assistant can resurface hidden value from these engagements.
So far, the AI email assistant has:
- Saved 1,098 hours of BDR time
- Contributed an estimated $1.5 million to $2 million in new sales pipeline
Sales Success: Veeam
Veeam shifted from a traditional Lead Waterfall model to Forrester’s Revenue Waterfall model, which emphasizes buying groups over individual leads. The change was made possible by using 6sense data that identifies buying group activity.
The results were impressive:
- 6% increase in new opportunities
- 46% rise in average opportunity size
- 33% growth in the value of won opportunities
- 40% shorter sales cycle
One Revenue Team: Development Dimensions International (DDI)
Development Dimensions International (DDI) used 6sense to deliver dynamic marketing campaigns focused on in-market accounts, helping to both drive awareness and identify qualified opportunities.
“Now we can go to our sales partners and say, ‘these are the accounts that are best worth your time.’ It’s been so rewarding both professionally and for our organization.”
Jarrod Cohen
Manager of Global Campaign and ABX Programs, Development Dimensions International
Jarrod Cohen, Manager of Global Campaign and ABX Programs, describes the benefits: “Being able to tie in marketing campaigns to actual pipeline dollars is something I’ve always wanted to do at DDI. Now we can go to our sales partners and say, ‘these are the accounts that are best worth your time.’ It’s been so rewarding both professionally and for our organization.”
The impact, based on YoY results from the first half of 2024:
- 32.5% increase in opportunities created
- 43% decrease in average sales cycle days
- 22.68% increase in pipeline dollars
ABM Program of the Year: Shell Lubricant Solutions
Shell Lubricant Solutions united the data insights available in 6sense, Salesforce, and Pardot to develop an end-to-end integrated buying journey ecosystem. They then launched Predictive AI to spot account buying stages so they could deliver personalized resources and measure how efforts were influencing buyers.
The impact:
- 477% ROI (June ’23 through June ’24)
- Margin delivery outpacing target by $600K through Q2 FY24
- 887 net new marketing-enabled opportunities created in Salesforce YTD in 2024
- Cycle time decreased from 90 days to 24 days
Partner of the Year: Stein IAS
Stein IAS is a newcomer to the 6sense Services Partner program in 2024 and has hit the ground running, achieving scale fast whilst maintaining excellence in quality and execution. Stein IAS measured as a top services performer in all five categories!
Key highlights include:
- 6sense being a key pillar in all their Brand to Demand strategy to customers and detailed service packages to reflect value & optimization of 6sense.
- Launch of their Origin product which provides audience analysis and a lead forecasting tool of 6sense audiences into LinkedIn
- Worldwide marketing collaboration, including co-hosting events in New York in collaboration with LinkedIn and the IAA, at Cannes Lions both at the B2B movie premier (featuring Tom Stein) and additional thought leadership activations, and multiple online collaborations
Don’t Be Strangers!
Breakthrough was fun, and we can’t wait to see everybody again next year — but the spirit of learning and community continues year-round!
Be sure to check out and bookmark RevCity, where 6sense insiders and customers share tips, look for solutions, and brainstorm every day. We’ll be adding recaps of all the sessions from this year’s Breakthrough to RevCity, so if you couldn’t make it this year — or if you missed a session you would’ve loved to attend — we’ve got your back.
