Thank you to 6sense and Stefano Iacono for hosting an incredibly insightful event in London on ABM and AI yesterday. The Inspire event provided revenue leaders with practical strategies for achieving greater success. While the event covered a wide range of topics, a recurring theme in my conversations with other attendees was the crucial role of data, so I felt it could be useful to share some of my experiences and thoughts on this topic. Navigating regulatory compliance, cookie consent attitudes, and local search volumes is challenging in Europe. A robust marketing operation and data strategy are essential for successful ABM programmes in EMEA. Key takeaways: 📊Unlocking Content Potential With an average form fill rate of just 3%, there's a significant opportunity. Un-gating more content can encourage repeat traffic and content consumption, generating valuable digital intent signals for scoring. Self-discovery content focused on buyer problems is essential. 🌓Leveraging Intent Signals Intent signals are powerful for identifying in-market buyers and sharing your story early. In Europe, a cookie wall can help increase consent rates compared to default opt-out settings, enabling effective scoring and reaching the right audience. 🔎 Optimising Keywords for Better Data Keywords are the backbone of intent models. Accurate keywords ensure high-quality data. In the European markets with relatively limited search volumes, using 6Sense ad serving functionalities to build initial data before running predictive models can enhance your success rates. 🤖 Automating Inbound Responses Automating inbound responses for non-tiered accounts can streamline volume processing, allowing SDRs to focus on high-value accounts. Automation helps manage large volumes efficiently while maintaining a personal touch with high-priority prospects. In sum, by integrating robust data strategies and leveraging automation, businesses can successfully deploy ABM programmes in EMEA that deliver expected positive outcomes. Thanks again to 6sense and Stefano Iacono for an enlightening event. These practical strategies for optimising ABM and AI are sure to drive positive outcomes for any organisation. #ABM #AI #DataStrategy #DigitalMarketing #Automation #6sense Alex Olley Nicola Anderson Saima Rashid Lucia Ronco Joe Leverson Jo Tyrer Dominic Laithwaite Alex Jaeggi Lynne O'Donnell
Marc Graebner 🐢
1mo
Interesting event
6sense
1mo
Thanks for joining us at #6senseInspire and for sharing your great insights!
Melissa Holtzer
1mo
Love these practical takeaways!! Thanks for joining Inspire!! 🩵
Nicola Anderson
1mo
Great summary Winnie Palmer and thank you for a fantastic event 6sense and Stefano Iacono. Re: automating inbound responses, one of the speakers talked about only 17% of event leads ever being followed up on! All that work for the event and then we fail at the final hurdle. Automating some of those responses could really improve the ROI on events without taking sales teams away from the key accounts.
Go-to-Market and Revenue Leader focused on delivering value to customers and profitable revenue growth in SaaS businesses | Board Advisor | Investor | Sales Confidence Top 50 Revenue Leader 2023 🇬🇧🇩🇪🇵🇹
1moOh no! Didn’t realise you’d been there! Sorry to have missed you at the event Winnie Palmer! Wasn’t it fab though? 🤩