Stop wondering what works. Find battle-tested blueprints with templates and step-by-step guides organized by challenge, team, and timeline.
The challenge When Mimecast acquired Code42 and Aware in 2024, Cait Daniels, Director of Global Digital & ABX, inherited a complicated puzzle: four product suites, nine geographic theaters, and no predictive model in place. The existing Demandbase instance only surfaced accounts that had already visited the website, leaving the top of funnel completely dark. Scaling […]
Jordan Backues is 6sense’s Senior Global Integrated Campaign Marketing Manager and specializes in developing multi-channel campaigns that drive measurable pipeline growth. Leading and aligning cross-functional teams isn’t easy, and when she went hunting for a process to help manage integrated campaigns, she came up empty. So, she decided to fill the void — and share […]
The challenge Here’s an uncomfortable admission: 6sense has faced the same reality as our customers. We’re running five distinct revenue motions simultaneously (inbound, outbound, ABX, AE-led direct, and partner) across four market segments. That’s 20 different “swim lanes” that need to work together. Add in the pressure of a $300M revenue target, and you’ve got […]
The challenge Portnox had just raised their Series B, and their head of sales made the stakes clear: “We’re putting all of our chips into ABM this year.” Alastair Winston, Portnox’s Director of Demand Generation, was tasked with making it work. But his team was stuck in manual mode, pulling account lists weekly, uploading them […]
When a competitor suddenly exited the market, FireMon’s marketing team had 10 days to launch a coordinated competitive takeout campaign. Here’s the blueprint they used to scale ABM without breaking their team. Amy Yuan still remembers the urgency. “This is what we’ve been training for,” the FireMon Director of Marketing Operations told her team when […]
The challenge Most campaigns operate in static silos across disconnected channels, unable to adapt as buyers progress through their journey. This creates choppy experiences, wastes ad spend on wrong-fit accounts, and leaves sales and marketing accidentally competing instead of coordinating—turning what should be a seamless buyer journey into an obstacle course. The goal Transform disconnected, static campaigns into an intelligent, […]
