Expert B2B marketers and AI tacticians lead a no-fluff session packed with real examples, useful frameworks, and tangible takeaways. You’ll get: 3 ready-to-use ideas; real use cases; bonus swipe files.

  How do you lead with strategy in a fast-changing world? In this episode, Seth Godin, author of This Is Strategy, joins Saima Rashid and Adam Kaiser for part 1 of a two-part conversation. Seth discusses his latest book, This is Strategy, and how it challenges traditional views of what strategy really is. He explains […]

Introduction There is a well-documented negativity bias in news coverage. Virtually every layoff or quarterly earnings miss is shouted in large type, while falling unemployment is covered, not as good news for people who need jobs, but as bad news for consumers; meanwhile, large hiring sprees and better-than-expected growth are largely ignored by press. And all […]

Introduction In May 2018, the lead author of this report co-presented a SiriusDecisions Summit keynote titled “Building the (Artificially) Intelligent Revenue Engine.” In it, we outlined a range of AI use cases for B2B revenue teams, grouping them into two broad categories: “know everything about your buyers,” and “know everything about your own performance”. Two use cases we […]

About the Episode:  In this episode, Kerry dives into Life History Theory—a framework from evolutionary biology that explains how organisms allocate time and resources to growth, reproduction, and survival. Kerry applies this powerful model to B2B marketing and sales strategy, revealing why many companies are misaligned in how they attract and retain customers. From elephants […]

Executive Summary The widely cited 95/5 rule suggests that only 5% of buyers are in-market at any given time. While useful as a heuristic, this rule was derived from B2C contexts and poorly maps to the long, complex purchase cycles of B2B. In this report, we analyze behavioral data from 594 B2B companies to challenge […]

AI email agents are game-changers for sales teams looking to scale their outreach while maintaining a personalized, human-like touch.   By automating the entire email conversation process — not just sending messages but also interpreting responses and escalating when needed — these agents free up sales reps to focus on closing deals rather than chasing […]

AI agents are transforming ABM by automating complex workflows while delivering unprecedented personalization at scale.   These tools analyze vast amounts of buyer data to…   … all while reducing the manual burden on marketing and sales teams. In a recent Revenue Makers Live webinar, 6sense’s Adam Kaiser was joined by Jessie Johnson, Principal Analyst from Forrester […]

B2B revenue leaders face an ongoing challenge: how to optimize workflows and maximize resources across an ever-growing technology landscape. As automation capabilities evolve, so does the question of when to deploy technology versus human capital.   Below we’ll explore this landscape, stacking up the Marketing Automation Platforms (MAPs) and Sales Engagement Platforms (SEPs) of yesterday against […]

No matter what your role is on the revenue team, from sales to marketing to operations, one thing is universally true: you are busy. You’ve got a daily task list a mile long, and even then, it’s more work than many people realize.  Behind almost every task on your list is another list of steps […]

Forrester B2B Summit — the premier gathering for marketing, sales, and product leaders — just wrapped up in Phoenix.   The sun-soaked city provided a vibrant backdrop for a hands-on, immersive experience designed to align, inspire, and empower entire GTM teams. Featuring over 50 interactive sessions across dedicated tracks, the event focused on:  While the entire […]

About the Episode:  In this episode of Science of B2B, Kerry Cunningham explores the true nature of the B2B buying process, revealing that buyers are far from blank slates—they enter with prior knowledge, preferences, and experience. Drawing from the 2024 Buyer Experience Study, Kerry highlights that buying journeys are long, complex, and driven by internal debates […]