The B2B Marketing & Sales Innovation Expo 2024 wasn’t just another industry event — it was a glimpse into the future of revenue generation.
From groundbreaking AI applications to transformative marketing approaches, the energy was electric as industry leaders showcased what’s possible in modern B2B. As a key sponsor and innovator, 6sense took center stage in shaping the conversation around revenue intelligence and the future of B2B marketing. Here’s your inside look at the London event.
AI that builds pipe, not hype: Inside 6sense’s revenue revolution
Saima Rashid, SVP of Marketing and Analytics at 6sense, delivered a compelling keynote that cut through the AI hype to showcase real results. The standout revelation? An impressive 25% of 6sense’s new business pipeline is now generated autonomously through AI — representing tens of millions in potential revenue.
“If you had told me that six months ago, I wouldn’t have believed it,” Rashid shared, highlighting the rapid transformation in how B2B companies can leverage AI for meaningful results.
But it’s not just about implementing AI — it’s about using it intelligently. Rashid introduced the audience to two game-changing AI agents: Quentin and Chris. These AI-powered team members are transforming how 6sense handles both inbound and outbound engagement:
- Quentin manages inbound demo requests with a lightning-fast 6-minute response time
- Chris takes over outbound prospecting, personalizing communications based on real buyer signals
- Together, they’ve helped reduce the sales cycle from 3.4 days to just one day for initial engagement
“You don’t have to trade off automation for personalization anymore,” Rashid emphasized. “With the power of signals from 6sense plus AI, you can create meaningful experiences for your buyers.”
The AI advantage: Empowering, not replacing, sales teams
One of the most compelling revelations from Saima’s session was how AI is enhancing, rather than replacing, human sales teams. The results speak for themselves:
- 56-67% fewer activities needed to create opportunities
- 14 out of 45 BDRs promoted to AE positions in one quarter
- Record-breaking pipeline generation without increasing headcount
“BDRs love what AI can do for them,” Rashid noted. “It takes so much of that manual, repetitive work off their plates and lets them do a whole lot more.”
Beyond MQLs: Redefining success in B2B marketing
In a thought-provoking panel discussion led by 6sense Senior VP for International Andy Champion, industry leaders dove deep into the changing B2B SaaS landscape. The conversation revealed how market dynamics are shifting dramatically: private equity firms are taking longer-term views on investments while placing unprecedented scrutiny on operational efficiency. This evolution demands a fresh approach to how B2B companies think about growth and success.
Wipro Chief Marketing Officer David Keene illuminated this new reality with his insights on building a “buyer’s web of intent” — the interconnected signals that indicate when an account is ready to engage. His message was clear: it’s no longer about tracking individual MQLs but understanding the broader picture of intent across the entire buying committee.
Jo Tyrer, senior VP for EMEA and APAC at Cyncly, brought compelling real-world evidence to the discussion, showcasing how leveraging intent data has transformed sales outcomes for organizations. Her examples demonstrated concrete results: boosted deal velocity, improved win rates, and clear, demonstrable impact on revenue.
The panel emphasized that success in today’s B2B landscape requires a dual focus: building strong brands that create buyer curiosity while using intent signals for precise engagement. In a world where buyers are firmly in control of their journey, the ability to align sales and marketing around both brand building and data-driven engagement isn’t just a competitive edge — it’s essential for sustainable growth.
Experience the power of Revenue Intelligence: Community in action
6sense didn’t just talk about the future — we brought it to life. On the expo floor, the 6sense booth buzzed as visitors explored how AI-powered insights can transform their revenue operations. It became a hub of innovation, where attendees experienced the power of predictive intelligence firsthand.
Away from the bustle, Club6 offered a calm oasis for meaningful conversations and connections. This exclusive VIP space wasn’t just about high-impact revenue clinics — it was about fostering community. Attendees shared insights, swapped stories, and built lasting relationships while exploring tailored strategies to accelerate pipeline and engage in-market accounts. A special thank you to our incredible Club6 partners — Sendoso, Gilroy, INFUSE, and TrenDemon — for helping bring this vision to life.
The learning didn’t stop there. Our dynamic workshops empowered revenue teams with actionable strategies for transformation. The Demand Generation Workshop focused on precision targeting at scale, while the Marketing Operations Workshop explored modern tech stack optimization. Attendees left equipped with practical techniques to deliver the right message at exactly the right time, proving what’s possible when cutting-edge technology meets revenue expertise.
The future belongs to the bold
The Expo proved one thing: the future of B2B marketing and sales belongs to those who combine the power of AI with human ingenuity. Whether you’re implementing AI to streamline your pipeline, shifting beyond traditional metrics, or forging closer alignment between sales and marketing, the tools to succeed are here. Ready to transform your revenue strategy? Let’s talk.
