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 […]
When Rae-ann Brygman and Nicole Fidler from Hyland took the stage at 6sense Breakthrough, they brought more than workflow diagrams. They brought cake. Not literally, but their presentation compared marketing campaigns to baking: “The perfect cake is the same as a successful and memorable campaign,” Brygman explained. “The channels are aligned, the timing is strategic, […]
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, […]
The challenge Your prospects are quietly researching competitors — and your competition is setting expectations and framing the conversation for potential customers. You need to make sure you’re being considered before prospects’ perspectives are set. Tools you’ll be using: The goal Most prospects research quietly and form opinions before sales teams even know they’re in […]
The challenge Your pipeline is full of promising accounts that went dark after showing genuine buying intent. Manual follow-up efforts are inconsistent and time-consuming, leaving qualified opportunities to competitors. This playbook will give you a systematic way to re-engage dormant accounts and turn them into won customers. The goal Transform stalled accounts into active opportunities […]
The challenge Your open opportunities have gone dark. Sales isn’t hearing back, but 6sense shows these accounts are actively researching competitors. Time’s running out. You need to re-engage these accounts with targeted content that pulls them back into your sales funnel before they make a decision without you at the table. Transform silent opportunities into active sales […]
The challenge Your event registration numbers are underwhelming. You’re blasting generic invites to your entire database, but response rates are flat and you’re not reaching the right decision-makers. You need a targeted approach that identifies the right accounts and creates urgency around your event. The goal Create an intelligent workflow that uses AI agents to identify the best accounts, deliver personalized event invitations across multiple channels, and drive qualified […]
