While we can’t come together in person, the 6sense community is stronger and more united than ever. This year, Breakthrough is all about uniting the revenue team, supporting one another, and getting ready to reach new heights in 2021. Join Latané as she sets the stage for what’s to come at Breakthrough and details how to get the most out of your experience.
There’s been no shortage of unexpected twists and turns this year, but B2B sales and marketing teams have risen to the challenge and developed innovative new ways to connect with customers and deliver breakthrough experiences. In this session, JZ will share insights on how 6sense adapted and performed in 2020 as well as where he sees the company headed in the coming year.
Buckle up for an inside look at the 6sense product roadmap. (Hint: it’s not uncommon for us to drop new product during the roadmap session at Breakthrough!) In this session Amar will recap the product releases from 2020 and provide a sneak peak at what you can expect in 2021 as we continue to develop the next generation revenue platform for sales and marketing.
Pivoting to an account-based go-to-market isn’t just about adding technology to your stack; it requires new processes, new ways of thinking, and a strategic plan for success. In this session, Arturo Pena will explain how Cognizant, a global IT services provider, approached and executed the shift to ABX during the pandemic – and the lessons learned along the way.
While most of the B2B buying journey today is conducted anonymously, customers expect B2C-like experiences that are relevant, timely, and engaging before making a purchase decision. In this session, Adam Kaiser and Peter Lastowski will describe how GAN Integrity built a cross-channel engagement engine powered by 6sense – and the impact that has had on pipeline and revenue results.
The journey to account-based sales and marketing is never complete. There are always new use cases to implement, new channels to leverage, and new data to analyze and use. In this session, Biju Muduli will explain how Brightcove has continued to expand and refine their account-based go-to-market, best practices for scaling growth, and the results they’ve generated with ABX.
Helping you deliver results is our top priority, and as our customer community has grown in 2020 so too have the number of resources available to help drive your success. In this session, Sanjay will share details about new community programs like our Dojo Learning platform and the 6sense Certified program, and he’ll also announce awards for 6senseis who have delivered innovative and impactful results in 2020.
Breaking through is all about unlocking your personal and professional potential while driving measurable results for your business. In this fireside chat, Latané, Sam, and Kate will provide practical tips and strategies for breaking through your career goals and positioning yourself to achieve advancement, recognition, and success.
Account-based is one of the hottest topics for marketers and things won’t change in 2021. The space is moving incredibly fast, and having a plan to take advantage of the shifts in technology and approach will be key next year. Join Gary Survis as he gives his unvarnished opinions of the tech landscape for account-based and what every marketer will need to be doing to be successful in this still-challenging environment.
While uniting the revenue team is the focus of Breakthrough, we want to help each member of your team hone their 6sensei skills. We’ll use this time to learn from the experts and each other on ways 6sense is helping Sales, Marketing and RevOps strategize and execute to deliver breakthrough results.
Check the individual breakout agendas for specific times and descriptions of these sessions.
Last year at Breakthrough Latané unveiled her “manifesto for future of account engagement,” which ultimately spawned the best-selling book No Forms. No Spam. No Cold Calls. Find out what Latané has up her sleeve now – and how this bold new thinking will continue to push the envelope with the future of B2B sales and marketing.
The Ultimate 80’s tribute!
Many organizations shift to an account-based strategy as part of a broader effort to launch or expand outbound sales, but with the high cost of headcount it’s imperative to deliver pipeline impact quickly. In this session Ernie will share best practices for building and scaling account-based outbound that exceeds BDR/SDR benchmarks and drives real business results.
The only thing sales reps love more than competing is winning. And for organizations that have embraced ABX, account insights like intent, engagement, and fit give them a competitive edge. In this session, Steven and Sanjay will discuss how Sumo Logic’s enterprise sales team leverages insights from 6sense to increase deal velocity, boost win rates, and drive larger deal sizes.
In today’s market, it’s critical for outbound sales reps to find the right channels, timing, personas, and messages to break through the noise and engage accounts. In this session, Becc Holland will discuss how to craft killer outbound strategies, multi-thread, and initiate highly relevant conversations that result in meetings and pipeline.
Traditional pipeline models and metrics don’t paint the complete picture or set revenue teams up for success with account-based sales and marketing. In this session, Kory will discuss how to shift your business to an account-based pipeline model while ditching traditional metrics like MQLs, CTRs, and attribution in favor of new operational metrics that help your team scale and win.
Companies that focus on generating and working 6sense Qualified Accounts (6QAs) rather than MQLs have been shown to generate more pipeline and revenue as well as larger deal sizes. But making the switch doesn’t happen overnight. In this panel discussion, April, Carly, and Justin will discuss how they led the transformation to qualified accounts within their organizations, the impacts it’s had, and best practices for successfully moving from leads to accounts.
Maximizing revenue generation is no longer about MQLs; it’s about fast-tracking in-market accounts and ensuring they’re worked as effectively and efficiently as possible. In this session, Mariana and Ashok will describe how they collaborated on a deep-dive analysis of PTC’s 6sense data to understand the business impact of working in-market accounts – and to drive further adoption of their account-based programs.
With the data, technology, and insights available today, marketers have never been in a better position to increase alignment with sales and reach the right accounts with the right message at the right time. In this session, Jillian Gartner and Adam May will outline how Thomson Reuters uses 6sense to develop data-driven targeted campaigns and personalize customer experiences, and they’ll explain how their process has influenced pipeline while informing sales leaders.
Changing from a lead-based to an account-based strategy requires different ways of thinking about go-to-market planning – and different measures of success. In this session, Courtney and MG will share how the 6sense marketing team uses segments and account insights to plan multi-tiered campaigns quarter over quarter as well as how they measure success with 6sense Qualified Accounts (6QAs), pipeline, the funnel progression metrics.
Digital advertising is one of the most foundational (and often one of the first adopted) account-based marketing use cases. But despite the traction of the advertising market, there’s still disagreement about the role ads should play as part of an account-based strategy. In this session, Eric Wittlake will dissect how and when to leverage ads in the customer journey, which ad channels to prioritize, how to use ads alongside other digital channels, and how best to measure results.