CXO Conversations: 6sense CMO Discusses ABM’s Adaption To The Digital World

Published: March 5, 2021

Welcome back to Demand Gen Report’s CXO Conversations, a video interview series that provides our audience with insider access to C-suite executives from some of the top B2B brands, as well as the hottest companies in the martech community.

In today’s episode, host Klaudia Tirico sits down with Latané Conant, CMO of account engagement platform 6sense, to chat about the future of ABM and how the pandemic’s sudden shift to digital rewrote the playbook. The pair discuss the need to utilize automation and artificial intelligence (AI) to provide more accurate reads on leads and better analyze data, as well as supply stronger insights into buyer personas and keywords. With an emphasis on internal cohesion, Conant discusses how the entire 6sense team is functioning and evolving in the remote work environment.

Throughout the conversation, Conant and Tirico talk about:

  • Actionable tips and tricks to provide authentic ABM experiences in the digital medium;
  • The best ways to leverage data in a virtual world;
  • How to analyze buyer personas and keywords to recognize what prospects are looking for;
  • The power of AI-driven orchestration in next-level ABM; and
  • Much more!
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