Chapter 3
The evolution of marketing teams
The capabilities and structure of B2B marketing teams are adapting to meet new demands, particularly in balancing technological advancement with human expertise.
Michelle Urwin from Skai emphasises this balance: "While AI offers incredible efficiency in content creation and customer engagement strategies, the necessity for a human touch remains paramount. We're focusing on leveraging AI for appropriate use cases, such as competitive intelligence analysis and market research, while preserving the human elements that drive creative and strategic thinking."
Maria Liw from SimCorp describes their innovative system: "We've developed an engagement scoring system that goes beyond traditional metrics. Our system assigns scores to various interactions, including both digital and physical touchpoints. One of the more sophisticated aspects of our system is what we call 'unknown scoring.' This allows us to track engagement even when we can't identify a specific individual."
While AI offers incredible efficiency in content creation and customer engagement strategies, the necessity for a human touch remains paramount. We're focusing on leveraging AI for appropriate use cases, such as competitive intelligence analysis and market research, while preserving the human elements that drive creative and strategic thinking.
Michelle Urwin
Executive VP Marketing at Skai
Matteo Ducci from Informa Festivals explains their balanced approach: "The idea isn't to have everyone arguing about where the pipeline originates but to have all teams aligned towards a common goal: the successful growth of the business. By aligning the organisation around a shared pipeline goal, you significantly reduce the friction concerning where leads come from."
Ross Brown from Gungho Marketing adds: "We have stringent processes in place to ensure quality. For each email campaign, multiple team members review the content and the targeted audience to ensure accuracy and relevance. We don't rush our communications; everything is meticulously planned and sequenced."
This balance between technology and human elements is crucial. Tommy Powell from Reapit emphasises: "While AI offers incredible efficiency in content creation and customer engagement strategies, the necessity for a human touch remains paramount."
We have stringent processes in place to ensure quality. For each email campaign, multiple team members review the content and the targeted audience to ensure accuracy and relevance. We don't rush our communications; everything is meticulously planned and sequenced.
Ross Brown
Head of Email Marketing at Gungho Marketing Ltd
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.