An Experiment to Ditch Forms, Spam, & Cold Calls for Better ABM

ABM Toronto is joining forces with 6sense! Latané Conant, CMO of 6sense, will be talking about the results of a controversial project she ran called “Bold Moves” and what her team learned while ditching forms, spam, and cold calls in exchange for a more customer-centric approach to account-based sales & marketing.

The project started from Latané’s drive to create a more customer-centric approach at Appirio and 6sense, and by asking: how can account-based marketers meet buyers where they are on their journey, educate them, and help them make an informed buying decision?

Join this interactive, personal session with Latané Conant and Heidi Vandermeer, Organizer of ABM Toronto, where you’ll hear:

  1. Why channels are decreasing in ROI, and how some traditional tactics are driving engagement away.
  2. What the 6sense team learned by changing to a more customer-centric approach to ABM.
  3. How to use intent data, AI-based insights, account identification, and predictive analytics to deliver more personal, engaging, and relevant buying journeys.

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