“Today, if you want to compete and win, your experience is what’s going to differentiate you — that’s what’s going to stand out.”
– Latané Conant, Chief Market Officer at 6sense Insights Inc.
Welcome to OnBrand! In this episode, host Sarah Grace McCandless speaks with Latané Conant, chief market officer at 6sense Insights Inc., to talk about the importance of relevance in B2B marketing and sales, why delivering data-driven, personalized experiences matters, and her new book, No Forms. No Spam. No Cold Calls.
Knowledge is power in the fast-paced, metric-driven world of business-to-business (B2B) marketing and sales, but all too often, companies still take the tone-deaf, scattershot approach to networking and creating business connections instead of spending the time to research what’s out there, taking aim, and shooting for the accounts or relationships that will ultimately produce the most value. Every account, leader, and buying team is different — and they all have specific needs or metrics they’re looking to meet.
That’s where companies like 6sense shine. By taking a much more thoughtful, data-driven approach, their account engagement platform helps the B2B market deliver targeted experiences to buying teams that are timely, personalized, and, above all, relevant.
“We’re not just selling software, we’re selling change, and our market and our industry — it’s ready. But it’s scary. Change is hard. And this is a completely different approach,” Latané explains. “I told my team, I said, ‘hey, let’s apply customer experience to martech (marketing technology), and let’s challenge ourselves to create a process that generates results — and really good results — but doesn’t use forms, spam, or cold calls. … I really believe we’re igniting a change that’s very necessary.”
Bringing her extensive history and B2B experience as a leader in marketing strategy to 6sense, Latané continues to empower companies with effective technology capable of delivering experiences that are not only relevant, but engaging and backed by research and insights.
Join us as we learn more about the value of data, insights, relevance when it comes to connecting during the buying stage and much more in this episode of OnBrand!