Chapter 2
Building trust through value delivery
The relationship between B2B marketing organisations and their audiences has fundamentally shifted, with trust and value delivery becoming central to successful engagement strategies.
Tom Rivers from Speechmatics illustrates this change in approach: "We've moved beyond MQLs at Speechmatics because we found that over-optimising for them can distract from our main goals. Our focus now is on effectively positioning ourselves in the minds of our target audience, finding them wherever they are, and making them aware of what we do in a compelling way."
This focus on building trust is particularly crucial in sectors like cybersecurity. Keith Povey from Panaseer explains: "ABM is fundamentally about trust through value exchange. In cybersecurity, where trust is paramount, ABM allows us to be focused and specific rather than ubiquitous. We aim to identify and engage accounts well before initiating formal marketing efforts, consistently providing value without immediately asking for something in return."
A demo request is the clearest intent signal we could ask for. We don't gate content on our website, allowing prospects to conduct their research independently and reach out when they're ready.
Liliana Osorio
Vice President of Marketing at Chattermill
Some organisations are removing traditional barriers to engagement entirely. Liliana Osorio from Chattermill shares their approach: "A demo request is the clearest intent signal we could ask for. We don't gate content on our website, allowing prospects to conduct their research independently and reach out when they're ready."
This shift requires new approaches to measurement. Adam Crossling from Zenzero explains: "We've moved away from vanity metrics and are encouraging our team to be consciously aware of the conversion rates between these stages."
Sarah Haddon from Planday adds depth to this perspective: "For larger accounts, where the decision-making process involves more stakeholders, we adopt an account-based marketing approach. Here, our sales team engages differently, focusing on addressing the specific pain points of each stakeholder throughout the sales process."
Anders Lindstrom from Cezanne reinforces the importance of high standards: "We concentrate mainly on the volume and conversion rates of Sales Qualified Leads (SQLs), ensuring they meet our high-quality standards---this is our top indicator."
We concentrate mainly on the volume and conversion rates of Sales Qualified Leads (SQLs), ensuring they meet our high-quality standards ---this is our top indicator.
Anders Lindstrom
Cezanne
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.