Earlier this week, B2B revenue leaders from throughout the UK, Europe, and Israel converged in London for Inspire UK 2023, 6sense’s first-ever UK conference.
The sold-out event was packed with thought leadership and useful practitioner-level insights. Attendees benefitted from three content tracks, 30 sessions, in-depth workshops, and expert revenue clinics that provided practical guidance for marketing and sales teams.
Inspire UK 2023’s mission was to offer a renewed sense of optimism, confidence, and actionable strategies to elevate their go-to-market plays – no matter what the economy throws their way. And based on our conversations with attendees, it worked!
Here are a few highlights and insights from the event:
Inspire UK RevCity Recaps
For session recaps and actionable takeaways visit the Inspire UK page in our online customer community, RevCity – or pick your favorite sessions here.
- [Cora Systems] Crawl, Walk, Ready-to-Run an ABM Strategy – Susanne Kerrins and Laura Mattimoe
- [Novidea] Bringing Intent Data to Life in Your Marketing Programs – Kate Shopper
- [Papirfly] What Worked Yesterday Doesn’t Work Today (Or Does It?) – Gavin Dimmock
- [Trend Micro] Solving the Attribution Riddle: How Trend Micro Applies Lead-Based Attribution to Account-Based Marketing – Gary Verster
- [Clari] Why a Revenue Cadence is the Secret Sauce for Success
- [6sense] 3 Steps to Successful Prospecting Through a Downturn: Flipping the Script on BDR Attainment – Marcin Baga
- [6sense] Beyond Demand Gen: Powering Up Your Pipeline with Demand Orchestration – Chris Dutton
- [6sense] The Key to Unlocking Engaging ABM Ads: Creative Best Practices 101 – Nikki Gloudeman
- [6sense] Beyond Boundaries: Growth Strategies for Conquering New Segments and Markets – Paul Gilhooly
- [6sense] Pipeline from Target Accounts: The Sales and Marketing Tango – Stef Iacono
- [6sense] Intent + ABX: How to Plan Campaigns for Maximum Impact – Chris Frampton
- [6sense] Crafting a Winning Event Strategy with the Art of Event Orchestration – EJ Oelling & Stef Iacono
Setting the Stage for Revenue Transformation
The day kicked off with an inspirational keynote by Latané Conant, 6sense Chief Market Officer and author of No Forms. No Spam. No Cold Calls. Latané shared a refreshing perspective on how to proceed with confidence, even in uncertain times, by eliminating guesswork across go-to-market efforts.
Next on the keynote stage, Saima Rashid, 6sense SVP of Revenue Analytics, and David Rich, CMO at Amplience, reinforced Latané’s message during their insightful fireside chat, “If You Can’t Measure It, Did It Really Happen?”. Their discussion centered on the need for data-driven decision-making and the role of analytics in achieving revenue success.
David emphasized the crucial nature of a unified view of marketing and sales channels when implementing ABM. This visibility empowered Amplience to create a clear roadmap with goals, outcomes, and timelines for their cross-functional team. With 6sense, David shared Amplience has seen first year annual contract increase by 36%. On top of this, by engaging prospects before, during, and after events, pre-booked meetings have risen 50%, and opportunity value on events is up 250%.
Meanwhile, revenue fundamentals sessions revealed how 6sense team members use our Revenue AI™ platform day-to-day to uncover, create, and convert pipeline to revenue.
Lessons From Marketing Masters
Marketers were treated to expert insights from presenters from 6sense customers such as Novidea, Cora Systems, and Trend Micro, too.
‘Crawl, Walk, Ready-to-Run an ABM Strategy’
Susanne Kerrins, Head of Marketing at Cora Systems, and Laura Mattimoe, Cora Systems’ Digital Marketing Lead, presented how they made the leap from MQLs to account-based marketing after realizing “being in the business of delivering MQLs was not delivering to the bottom line of the business.” The session covered Cora’s roadmap for a successful ABM journey, based around three core elements:
- Who: A defined ICP
- What: Intent data that gives visibility into your ICP
- When: Engaging at the right time, with right content
Read the RevCity recap here.
‘Bringing Intent Data to Life’
Kate Shopper, Head of Marketing at Novidea, explored using intent data in EMEA to bring marketing campaigns to life. Kate’s talk revealed how her marketing team uses keyword insights derived from intent signals to tailor integrated multi-channel ABX campaigns and reach in-market prospects effectively. Get the presentation slides here.
Kate also revealed the sometimes under-appreciated member of the marketing team all account-based teams should be showing more love. “The most important person in your team and in my team is marketing operations.”
Which leads us nicely to our next session from a MOPs pro…
‘Solving the Attribution Riddle’
Gary Verster, Marketing Operations Lead for Trend Micro in Europe, shared how his team applies lead-based attribution to measure account-based marketing efforts. This includes a look at weighting touch points, the politics of attribution, and the basis of his team’s new approach – measuring account progression.
“The goal is now buying stage progression,” he said. “So for example, when an account moves from awareness to consideration, all the activities that an account engaged with while they were in awareness will be relevant for us to measure.” Read the RevCity recap here.
As if these customer insights weren’t enough, marketing attendees enjoyed a practical session on scaling ABX in 2024 and beyond from PMG’s Kfir Pravda, plus an uplifting talk from Senior Director at Linkedin, Tunji Akintoun MBE.
Empowering Sales Leaders
Sales attendees at Inspire UK didn’t miss out on the insights. Sales leaders gained hard-won knowledge and proven strategies to woo buying teams straight from CROs and Sales VPs. Here are some of the highlights.
‘What Worked Yesterday Doesn’t Work Today (Or Does It?)’
Gavin Dimmock, Chief Revenue Officer at Papirfly, took us back to the 90s to highlight the need to merge traditional sales approaches with new data-led intelligence, such as buying signals fueled by intent data.
Gavin shared Papirfly’s journey to gathering data across the customer lifecycle — from acquisition to revenue renewal — and the impact on Papirfly’s go-to-market strategy. But Gavin maintains we should look at the overall picture. “Data is super important, but it’s just another data point — instinct is not extinct,” he says. Read Gavin’s RevCity recap here.
Navigating the Increasingly Complex B2B Sale
Clari’s Head of Global Expansion, Semir Jahic delved into the repeatable revenue motions your team needs at key moments throughout your quarter to thrive. 6sense’s Marcin Baga also shared the process his BDRs in EMEA used to maintain success, even in a downturn. (You can read the recap here.)
Bruna Gil, Head of Channel Sales EMEA at LinkedIn, ran an illuminating session on navigating executive access in B2B sales. She shared tactics for reaching decision-makers and building strong relationships with key stakeholders, enabling sales professionals to navigate complex sales cycles effectively.
6sense’s VP of EMEA Sales Paul Gilhooly, Reachdesk Co-founder and CRO Alex Olley, and 6sense Senior VP of Sales Mark Ebert, all echoed Bruna’s sentiments with their talks exploring:
- The complexity of the sale and the new B2B buyer journey
- The importance of identifying and influencing the entire buying team
- How to apply intelligence to overcome information overload
The Entire Revenue Team, Inspired!
Inspire UK 2023 was a one-of-a-kind day, bringing together revenue professionals and industry experts to share valuable strategies, stories — and have some fun, too.
Event sponsors LinkedIn, Reachdesk, Sales Confidence, and Sendoso, teamed up with 6sense leaders, exceptional guest speakers, and our wonderful customers to serve up a feast of account-based insights.
Participants walked away reinvigorated and equipped with actionable strategies to elevate their revenue game. We can’t wait for next year!
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