128 - Your Buyers Are Hungry, So Where's Your Product Snack? (Latané Conant, CMO at 6sense)

Guess who came back on the show? YUP. One of my faves, Latané Conant. Check out Episode 116 where we dig into how they've been running no forms, no spam and no cold calls at 6sense. Guess who I ran into at Trader Joe's after having her on the show? YUP. You guessed right. Turns out she's my neighbor. It was a wonderful surprise! Latané is CMO at 6sense (4+ years). Prior, she held sales and marketing leadership roles at Appirio (B2B SaaS, raised $111.7M in funding). The new edition of her book (No Forms, No Spam, No Cold Calls) is out now so you can check it out. 6sense was founded in 2013, has 1,000+ people, and is based out of San Francisco, CA. They've raised Series E ($200M total). The 6sense mantra: you can’t guess your way to quota. For sales and marketing teams, 6sense uses AI to capture anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Here's what we hit on this time around: We talk about the new edition of the book (HINT: there's a new chapter from their Head of Sales and his perspective on the "no forms, no spam, no cold calls" methodology); 2023 Marketing Plan - where are you putting your dollars, what channels (HINT: we're introducing a PLG motion in 2023); How do you measure pipeline? Does marketing-sourced vs. sales-sourced actually matter; What are the last 1-2 really good, creative marketing ideas you/your team has come up with (HINT: when the market changes, your message needs to change); What are your top marketing challenges right now (HINT: this is true across the tech industry, I worry about the team and staying enthused); Goals you want to accomplish (personal, professional) in 2023 (HINT: what makes me want to play?); Latané asks me her burning question to round out the episode. You can find Latané on LinkedIn. Find out more about 6sense. This episode is sponsored by UMSO, the website builder for startups. Visit umso.com/MSM to learn more and use the code MSM20 for a 20% discount on your first three months. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review. And whenever you’re ready, there are 3 ways I can help you: 1. Startup marketing strategy, execution and advising (25+ happy clients and mentees) >> www.furmanovmarketing.com 2. Sign up to get my monthly newsletter where I'll make you chuckle/smile/both guaranteed >> https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba 3. Sponsor my Top 10% podcast and get startup founders, marketers and VCs hearing about your brand >> https://anchor.fm/anna-furmanov You can also find me hanging out on LinkedIn every single week: www.linkedin.com/in/annafurmanov

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