talkingsense

#CMO #ChiefMarketingOfficer #martech #ABM What’s the secret to 25% annual revenue growth? CMO Casey Foss knows. Latané Conant, CMO at 6sense, asks West Monroe Partners CMO Casey Foss to share her secrets for marketing success, including: -Using account-based marketing (ABM) in professional consulting services -Finding the right ABM martech partners -How digital marketing metrics drive digital sales success -Using intent data to segment the sales funnel for revenue team success -Why the right culture matters as much as the right people ======== Sneak preview: Casey Foss: I know, before a buyer raises their hand, what they're looking at, what they're searching for...

#CMO #ChiefMarketingOfficer #CRO #ABM #V2MOM What’s “modern” about selling today? Mike Weir, Chief Revenue Officer (CRO) at G2, and Latané Conant, CMO at 6sense, talk: -What “modern” means in marketing and for a CRO -How marketing and sales – and CROs and CMOs – should work together -Qualified accounts vs. qualified leads in account-based marketing (ABM) -Defining in-market accounts with intent data -The buyer journey and the importance of marketing in getting in early -Planning out a business revenue strategy and V2MOM (Vision, Values, Methods, Obstacles, and Measures) ======== Sneak preview: Latané Conant: Like it or not, in a post-COVID world, we all ha...

#CMO #ChiefMarketingOfficer #martech #marketing

How do you build a digital go-to market strategy in a non-traditional industry?

Latané Conant, CMO at 6sense, and Christina Bottis, CMO of Coyote Logistics, break it down, including:

-Making in-market accounts feel like any day is Christmas

-Why using data, insights, and thought leadership changes the sales process

-Proving marketing’s value to the company through trust and partnerships, not metrics

-How Coyote’s brand unifies the revenue team

-Why CRMs and tech stack aren’t the most important parts of mark...

#CMO #cloud #branding #SaaS Wait, there’s a third wave of cloud? Did I miss the first two? Latané Conant, CMO of 6sense, and Chris Barbin, Founder & CEO, Tercera, talk about: -Private equity – capital, counsel, and connections -SaaS ecosystems, like SalesForce has built -Brand building: is it for customers, or your team? -Why meetings are expensive -The combination of software, tech, and professional services -Which Chris likes more: tequila or the restaurant business ======== Sneak preview: Latané Conant: What about as a software firm having professional services? Chris Barbin: I think every software company should have somewhere between 3%, 5%, 10% of their revenue that i...

#CMO #EmpoweredCMO #branding #marketingAre all marketers adrenaline junkies?Latané Conant, CMO of 6sense, gets starstruck over Denise Persson, CMO of Snowflake, and they chat:-Denise’s 5 pillars of marketing-The importance of consistency in positioning, especially for startups-Why Latané thinks marketing without data is like grading poetry-The importance of customer advocacy in building brand awareness-How marketing and sales fall out of alignment (and why they should get back in, ASAP!)-Why Denise thinks 6sense makes marketing relevant-And more! (This is a really good one.)========Sneak preview:Denise Persson: How many times have you got the question about the reference call? The sale...

#CMO #EmpoweredCMO #board What do we need a boss for if we have a board? Latané Conant, CMO of 6sense, chats with Nora Denzel, Director at AMD, Ericsson, NortonLifeLOCK & SUSE Linux, about: -The difference between running a company and being on a board -The rule of 40 -VC-backed companies, PE companies, and public companies -How does a board evaluate a CMO? -The difference between marketing activities and marketing outcomes -Why Nora wants a dumb home ======== Sneak preview: Nora Denzel: I think the general regardless of your role, one thing, remember always, context is key especially for the board member. Imagine you're b...

On this episode of TalkingSense, Latané Conant, Chief Market Officer at 6sense, sits down with Kerry Cunningham, SVP at Forrester, to talk marketing measurement: specifically in an account-based world.

Check out the conversation with Latane Conant about orchestration and how marketing teams are approaching the next era of customer and prospect experience.

#CMO #orchestration #B2B #ABM If you can’t just market with emails anymore, what do you do? Latané Conant, CMO of 6sense, and Scott Vaughan, Chief Growth Officer of Integrate, dish on: -Why the customer journey is more like a hairball than a funnel -How marketing has to “deliver the goods” and be accountable with metrics -Orchestrating digital marketing beyond the email cadence -Account-based marketing vs. account-based thinking -Why Latané’s mother-in-law calls her an overpaid party planner ======== Sneak preview: Scott Vaughan: If you boil it all down, it's being able to connect and to orchestrate, guide, data, people, process, p...

#CMO #CEO #LinkedIn #social How many pieces of content do I have to put on social media every day? Latané Conant, CMO of 6sense, talks with Dan Swift, CEO of Empire Selling, about: -How social selling can transform your relationship with the buying committee -What needs to be in place before the social selling process begins -Which social channels your team should be on -How to teach executives to use LinkedIn -Blended content on social -How Dan thinks social selling is like rugby ======== Sneak preview: Dan Swift: Do you know the number of times that I've gone into companies where w...

Latane and Dan talk about social selling.

Latane Conant, Chief Market Officer of 6sense, sits down with Erik Matlick, Founder and CEO of Bombora to talk about intent data, the mission-critical piece that is taking Sales and Marketing efforts to the next level.

#CMO #ABM #B2B #intent What the heck is intent data, anyway? Latané Conant, CMO of 6sense, and Erik Matlick, Bombora Founder & CEO dive deep: -Is a business doing research or is a business intending to buy? -How intent data and buying committees work together -First party, second party, and third-party intent data – what’s the difference? -How intent figures into sales prioritization and sales enablement -Is ABM without intent data even worth it? -Why Erik thinks surfing and intent data are the same thing ======== Sneak preview: Erik Matlik: The other challenge in B2B is unlike in the consumer world...

#CMO #ABM #marketing #content Is marketing personalization awesome, or creepy? Latané Conant, CMO of 6sense, and Uberflip Co-Founder and CMO Randy Frisch discuss all things modern marketing, including: -Why we open marketing emails from Netflix -ABM and “bespoke marketing” -Using 6sense data to personalize marketing in a way that supports the customer -Segmenting and tagging accounts to ensure value-driven marketing -Content: gate or no gate? -How big Randy’s hair got during COVID quarantine ======== Sneak preview: Randy Frisch: The bar's always changing, like think about it this way. If you go back about 10 years ago, and if any of us got an...

Season Premiere! Latane talks sense with Uberflip CMO, Randy Frisch

Latane talks sense with Chris Walker.

Latane talks sense with Shaunt Voskanian

Latane talks sense with Adam Goyette

Latane talks sense with Tracy Eiler

Latane talks with Kyle Christensen

Latane talks with Ashley Stepien

Are CMOs doomed or the center of digital transformation? That's what we asked Lynne Capozzi, CMO of Acquia, leading cloud platform for building, delivering, and optimizing digital experiences. According to Lynne, CMOs luckily aren't doomed but their the fate is changing and they must adapt quickly. Years ago, a CMO's main focus was creating. Today, they must learn to leverage insights of data and incorporate that into the marketing planning process. As Lynne said, "if I can't measure, I'm not doing it."

#CMO #ChiefMarketingOfficer #personalization #martech If McDonald’s cut its CMO role, is anyone safe? Latané Conant, CMO of 6sense, and Lynne Capozzi, CMO of Acquia, ask: -Who’s in charge of great big websites? (think the Superbowl or Johnson & Johnson) -Has the CMO role gotten too big? Are CMOs doomed? -Do B2B marketers have to personalize, or is that only for B2C? -Why does 6sense’s web team just want Latané to watch more tv? -What’s on Lynne’s 6sense dashboard? -What’s the job of a CMO during an acquisition? -Is the term “persona” overused in marketing? ...

#CMO #sales #marketing #IPO #ABM What’s the secret to setting up for a successful IPO? Shaunt Voskanian, VP of Sales at Datadog, and Latané Conant, CMO at 6sense, talk about Datadog’s powerful sales growth in the wake of their IPO. Shaunt dishes on: -Inbound opportunity capture vs. outbound qualifying and messaging -Preparing SDRs to become AEs in an ABM-style revenue team -Building a culture of supporting customers -How to publicly celebrate top sales performers – and why it’s important -The “royally embarrassing” IM that lost him a prospect -His secret message for Tom Brady ======== Sneak preview: Latané Conant: So how does on...

"Super CMO" Gary Survis knows ABM. He sits down with Latane to talk about the upcoming trends of ABX.

Latane sits down with Sam Jacobs from the Revenue Collective and SalesHacker Podcast