About Inessa Marmashova
Inessa Marmashova is the Chief Marketing Officer at HYPERVSN, a pioneering company in the holographic display market. As CMO, she spearheads the development and marketing of cutting-edge holographic solutions, including interactive platforms and displays. Inessa leads HYPERVSN's marketing strategy, overseeing the in-house content management system and design lab where her team crafts sophisticated holographic content for diverse industries. Her expertise in B2B marketing and account-based strategies has been instrumental in positioning HYPERVSN at the forefront of visual communication technology.
How has the shift towards account-based marketing (ABM) influenced B2B marketing measurement?
We've seen a significant shift in B2B marketing measurement. Previously, companies typically divided their activities into brand awareness and lead generation. Now, there's a move towards demand creation and demand capture, with ABM tools and strategies playing a crucial role in this transition.
ABM isn't just about new tools—it's a whole new way of thinking. It involves the entire company, not just marketing. When we adopted ABM, we had big talks with our sales and product teams. We all knew we needed to look at our Ideal Customer Profiles (ICPs) again. Only after that could we create a good ABM strategy for the whole company.
This shift has significantly impacted the perception of marketing within our team and across the business. Marketing now actively participates in customer meetings, which is crucial as feedback from sales alone often isn't sufficient. Our involvement enriches our understanding and response to customer needs, reflecting a more vested interest in marketing's role throughout the organisation.
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ABM isn't just about new tools—it's a whole new way of thinking. It involves the entire company, not just marketing.

What are the key performance indicators (KPIs) that marketing is measured on in your organisation today?
We've synchronized the KPIs for both our marketing and sales departments. Now, it's crucial for us to track not only the MQLs or SQLs but also the number of opportunities that marketing has shared with the sales department. This alignment is one of our top priorities.
Additionally, it's vital for us to monitor the percentage of opportunities generated by the marketing department that the sales team is actively pursuing. In line with our ABM strategy, tracking the engagement of our ICPs has become increasingly important. When we make content for LinkedIn, YouTube, or webcasts, we care more about how our ICPs interact with it than just how many people see it. We look at things like comments, direct contacts, or messages from these key accounts.
So, our main KPIs are the number of opportunities generated, the percentage of the sales pipeline created by marketing activities, and the engagement level of our ICPs with our content.
How are you aligning your marketing function with sales, and what challenges have you encountered?
Communication with the sales department is vital. It's not enough to have the same metrics and goals; what's crucial is ensuring both departments understand the tools and changes we are implementing, and what actions need to be taken to convert current leads into opportunities. We are constantly testing different approaches, types of content, and new tools.
Our sales team needs to be fully informed about what we are doing. They often bring back suggestions from their conversations with customers and potential customers, asking what is important to them and how we can better educate them.
A key metric we track is definitely the number of opportunities. It's also crucial for us to track the conversion rates from MQs to SQLs, from SQLs to opportunities, and from opportunities to sales because this helps significantly in forecasting our pipeline and revenue.
Right now, we're focusing on nurturing leads. After demos, it can be hard to know what to do next. So, we're creating more educational content. This helps customers engage with us better, and when they're ready, they can talk to us about their projects.
We've also made our MQL handover process smoother. Our sales team can now use our ABM tool directly. This means our ABM strategists and sales reps can work together daily to handle each lead or case in the best way.
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Communication with the sales department is vital. It's not enough to have the same metrics and goals; what's crucial is ensuring both departments understand the tools and changes we are implementing.
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I think an important metric is the speed at which you can implement new technologies. Since we work with innovative technologies, it's critical for us to implement and test different technologies quickly; speed is key here.
How do you see AI impacting B2B marketing, and what areas are you exploring?
We're using AI to create copy, visuals, and to brainstorm ideas. Sometimes the results aren't the best, but we've also discovered many gems for our ads. I think an important metric is the speed at which you can implement new technologies. Since we work with innovative technologies, it's critical for us to implement and test different technologies quickly; speed is key here.
We're especially interested in AI for visual tech, as we work with holograms. People love our tech but often ask how they can create holographic content. That's why we made a 3D tool that lets customers create hologram content easily, without needing design skills. I think AI will make this even easier in the next year.
But we need to be careful with AI. New laws are coming, and we need to know how to mix AI-made content with human-made content. If everything is AI-generated, where's the human touch? It should be a mix of AI and human input. AI is just helping us work faster, not replacing us.
As a marketing leader, I make sure to tell our top team about everything we're doing with ABM tools and our strategies. I share our plans and progress clearly across the company. This helps everyone understand and support our marketing vision, showing we're more than just lead generators.
About HYPERVSN
HYPERVSN is a pioneering company specializing in cutting-edge holographic display technologies. With a vision to revolutionize visual communication, HYPERVSN creates stunning, high-resolution 3D visuals in mid-air for advertising, retail, events, and entertainment. Their innovative products offer unique and immersive experiences, pushing the boundaries of digital signage and visual displays. Committed to innovation and quality, HYPERVSN continues to lead the transformation of how businesses engage with their audiences.
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.