Guides

Predictive analytics for marketing and sales is what turns that data into decisions the whole revenue team can trust. Not by adding more signals to an already noisy environment, but by making sense of the ones you already have — identifying patterns, separating high-intent accounts from background noise, and surfacing a clear, prioritized picture of […]

Here’s the problem most B2B marketers won’t admit: your buyers have already made up their minds about you before they ever fill out a form. 6sense research found that buyers are 60% through their journey before reaching out (while that’s earlier than previous years, it’s still over halfway through.) Meanwhile, buying committees have ballooned to […]

Right now, someone at your top target account is Googling your competitors, reading G2 reviews, and comparing pricing pages. They’re not talking to your sales team. They’re not filling out a form. They may have zero idea you exist; and you have zero idea they’re shopping. That’s the dirty secret of B2B buying: Most of […]

Most B2B demand gen teams running programmatic advertising face the same challenge: they’ve adopted the automation, the DSPs, the real-time bidding. But their results tell a frustrating story: Too many programmatic advertising campaigns burn budget on the wrong audiences. The problem is that most programmatic platforms were built for B2C commerce, where individual consumers make […]

Introduction Selling and marketing are harder than ever. Old-school tactics are pushing modern buyers away, leaving revenue teams frustrated, inefficient, and unable to compete. In No Forms. No Spam. No Cold Calls, Latané Conant delivers the recipe for scalable, repeatable, data-driven sales and marketing strategies that work today. In this How-To, we provide a practical, tactical […]

Ever since ChatGPT entered the business mainstream, B2B marketing circles have been gripped by low-level panic. “All search traffic is going to disappear.” “Buyers won’t visit websites anymore.” “Intent data is dead.” Here’s what 6sense’s actual research on nearly 4,000 B2B buyers tells us: Yes, things are changing. No, it’s not the apocalypse everyone fears. […]

It’s easy to fall into the trap of a half-hearted ABM strategy. There’s some account targeting happening, a few personalized emails going out, maybe some display ads aimed at your key accounts. But, without a comprehensive strategy it can feel like piecing together a collection of tactics instead of a cohesive plan. An ABM strategy […]

Most B2B companies are sitting on a goldmine of buyer intent and completely missing it. While marketing teams celebrate inbound lead generation volume and argue over MQL definitions, buyers are conducting 70% of their research in the shadows, involving 11-person buying committees, and making decisions long before they ever fill out your carefully optimized forms. […]

Your Google Ads dashboard shows clicks and impressions, but your pipeline tells a different story. You’re hitting traffic targets while missing revenue goals — a frustrating disconnect that every demand gen pro knows too well. The culprit? You’re optimizing for engagement instead of outcomes, targeting anyone who might click rather than accounts that are actually […]

Introduction When you’re looking for LinkedIn ad campaign examples that drive revenue without draining your budget, the secret is precision targeting. LinkedIn ads deliver quality B2B leads, but the platform’s premium pricing means every campaign decision matters. The difference between campaigns that waste spend and those that generate pipeline comes down to reaching accounts that […]

B2B marketing teams are being asked to drive more pipeline, prove clearer ROI, and generate better results — all while working with tighter budgets and smaller teams than they had just a few years ago. Every dollar of ad spend needs to count. Every campaign needs to perform. Every channel needs to contribute to revenue […]

Introduction: Why B2B Google Ads need smarter targeting Running Google Ads for B2B companies isn’t like advertising consumer products. You’re dealing with longer sales cycles, multiple decision-makers, and significantly higher cost-per-click rates that can quickly drain budgets. The average B2B buyer journey involves more than 10 stakeholders and takes nearly a year to complete, making […]