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6sense Resource Library

How to Build Full-Funnel Omnichannel Campaigns with Intelligent Workflows 

How to Build Full-Funnel Omnichannel Campaigns with Intelligent Workflows 

Buying journeys are complex and non-linear. Prospects engage across multiple channels at their own pace, making it challenging for marketers to deliver the right message at the right time.   6sense’s Intelligent Workflows solves this problem by providing a unified platform where marketers can easily orchestrate sophisticated, full-funnel campaigns that adapt to each unique buyer’s journey.  […]

AI for Account-Based Marketing (ABM)

AI for Account-Based Marketing (ABM)

What is AI in account-based marketing (ABM)? Account-based marketing (ABM) has emerged as a powerful strategy to target and engage high-value accounts, but the transformative power of AI can further amplify its effectiveness. With the potential of AI-driven ABM strategies to increase conversion rates through the better targeting and engaging of high-value accounts, it’s a […]

Demand Generation: A Complete Guide for 2025 

Demand Generation: A Complete Guide for 2025 

What is demand generation?  Demand generation is the strategic, integrated approach to creating awareness, interest, and engagement around your products or services with the ultimate goal of driving revenue.   While often mistakenly reduced to simply “lead generation,” true demand generation encompasses the entire revenue journey — from initial awareness to closed deals and beyond.  For […]

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S2 E21: Incremental Improvement – How the Evolution of Eyes is a Good Model for B2B

About the Episode: In this metaphor-rich episode of The Science of B2B, Kerry Cunningham, Head of Research and Thought Leadership at 6sense, draws inspiration from evolutionary biology to make a compelling case for gradual, iterative improvement in B2B go-to-market strategies. Using the evolution of eyes as a model, Kerry argues for embracing incremental innovations—such as […]

A $40 Billion TAM Expansion

  How does a company transform its market potential by tapping into the latest technology? In this episode, Tricia Gellman, CMO of Box, shares how the company expanded its total addressable market by $40 billion through AI integration. She discusses the need for new products, messaging, team structure, and partnerships. Tricia highlights the rapid changes […]

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Behind the Curtain of a Brand Refresh

  A successful brand refresh is more than just a new look. It’s about aligning your messaging, visuals, and product to tell a cohesive story. But getting there requires careful planning, clear ownership, and a deep understanding of what’s changing. In this episode, Saima Rashid and Adam Kaiser share the inside story behind 6sense’s brand […]

S2 E20: Attribution – How Sandy Is the Mojave Desert

About the Episode: In this episode, Kerry Cunningham breaks down two enduring—and deeply flawed—beliefs in B2B marketing: the myth that more MQLs equals more revenue, and the illusion that we can isolate “the one” touchpoint that mattered in a buying journey. These flawed assumptions lead B2B teams into what Kerry calls the Sahara Desert Problem: […]

Marketing is Everything That Touches The Market

  How can businesses maintain their competitive edge while adapting to rapid technological changes? In part two of conversation, Seth Godin, author of This Is Strategy, shares his insights on strategy, innovation, and the transformative impact of AI. He explains how to balance strategic commitments with the flexibility needed to respond to new opportunities. Seth […]

A woman smiles while sitting at a desk with her laptop and a mug.

Demand Generation: A Complete Guide for 2025 

What is demand generation?  Demand generation is the strategic, integrated approach to creating awareness, interest, and engagement around your products or services with the ultimate goal of driving revenue.   While often mistakenly reduced to simply “lead generation,” true demand generation encompasses the entire revenue journey — from initial awareness to closed deals and beyond.  For […]

AI & ABM – Turning Hype into Execution

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.

A "Revenue Makers" podcast graphic for Episode 64 titled "STRATEGY IS A PRACTICE NOT A PLAN" featuring Seth Godin (Founding Editor of the Carbon Almanac, blogger, and entrepreneur). The dark blue background includes a circular profile photo of Seth Godin wearing glasses. "Powered by 6sense" appears in the corner.

Strategy is a Practice Not a Plan

  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 […]

The Science of B2B: 2025 Marketing Spend Report – Neither Boom Nor Gloom

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 […]

The 2025 Science of B2B Report on Marketer Attitudes and Investment in AI

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 […]

Science of B2B Podcast title slide

S2 E19: The Life History Theory of B2B

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 […]

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