This year’s buzzing B2B Marketing Expo saw uncertainty breed innovation as marketers hunted for new ideas, relationships, and technology to keep generating pipeline.
As headline sponsors, we were proud to fly the 6sense flag (and logo — everywhere) at the two day event which featured 150+ speakers, 200+ exhibitors, and 6,000+ attendees.
The main takeaway from this marketing jamboree: Uncertainty breeds innovation.
Economic headwinds be damned — the buzzy expo hall was packed with inquisitive marketers hunting for new ideas, relationships, and tech to help win over prospects and fill their pipeline.
But, attendees and speakers were also acutely aware that the key to success is cutting waste.
This message was central to our Chief Market Officer Latané Conant’s keynote, Ditch the Guesswork, and Build Pipeline with Confidence.
It was standing room only at Conant’s day-one keynote as she told the audience that, while the prevailing sentiment says proceed with caution, she believes marketers should proceed with confidence. To do that, marketers must cut their contribution to the $2 trillion of waste that revenue teams are losing to guesswork and inefficiencies.
Conant said she derives her confidence at work from a deep focus on GTM strategies, customer experience, and paying close attention to the numbers.
She also shared advice outlined in the 2nd edition of her book, No Forms. No Spam. No Cold Calls, on how marketers can nail these areas, including:
The tips proved popular — after the talk, attendees lined up at the 6sense stand to get Conant’s signature on their copies of her book.
A recurring theme at the B2B Marketing Expo was businesses seeing increasing numbers of buyers involved in every deal. As Conant shared in her keynote, the size of buying teams is rising quarter after quarter.
Our European Marketing Director Stefano Iacono picked up on this topic in his day two keynote, Adapt or Die: Why It’s Time to Rethink Your Revenue Programs. Iacono broke down the reality of today’s B2B buying journey:
Yet marketers are still relying on the same tired tech stacks, old-school attribution, and pipeline plays to generate revenue. Instead, as Iacono shared, it’s time for a new approach that includes:
For more on how to adapt to the new B2B buying journey, check out ABM is Dead, Long Live ABM.