Beyond MQLs: Reframing success in B2B marketing
These conversations reveal a marketing discipline in change – moving from lead-centric to account-based approaches, embracing AI while maintaining human connection, and balancing immediate demand generation with long-term brand building. Each leader brings a unique perspective shaped by their industry, company stage, and personal experience, yet common themes emerge that point toward the future of effective B2B marketing.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.