How to Maximize ABM Success with 6sense + HubSpot | Build the Ultimate Tech Stack

Описание: Learn how to unlock the full potential of Account-Based Marketing (ABM) using the combined power of 6sense and HubSpot.

In this session, Jonathan Burg, SVP of Revenue at New Breed, and Ash Lojko, Principal Solutions Consultant at 6sense, walk through the strategies, frameworks, and integrations that drive world-class Account-Based Experience (ABX) programs.

You’ll discover how to align people, process, data, and technology to activate your go-to-market strategy — and see real examples of companies achieving transformative pipeline growth.

Chapters
00:00 – Welcome and Introductions
02:00 – Why ABX is Transforming Go-to-Market Strategies
05:00 – The Evolution of Inbound and Account-Based Motions
07:30 – Understanding the Modern Buying Committee
10:00 – How to Gain Go-to-Market Fit and Alignment
13:00 – What Defines a World-Class ABX Program
15:00 – Building Your Ideal Customer Profile (ICP)
18:00 – How 6sense + HubSpot Power Data-Driven ABM
21:00 – Case Study: PTC’s 7x Pipeline Growth
25:00 – Building an Integrated Tech Stack
29:00 – Simplifying Data Integration for Revenue Teams
33:00 – How to Activate and Align Your ABM Programs
35:00 – Personalization and AI in Modern ABM
38:00 – Using HubSpot + 6sense for Buyer Journey Orchestration
41:00 – Real Example: AI Agents Driving Meeting Conversions
47:00 – Managing AI Outreach Safely and Effectively
49:00 – Case Study: Sandler’s 30% Increase in Pipeline
52:00 – Key Takeaways: Build Alignment, Inspire with Content, Train Teams
54:00 – Final Thoughts: Starting Your ABM Journey with Confidence

What You’ll Learn
1. Why ABX Is Replacing Traditional Inbound
Discover why inbound alone is no longer enough, and how leading B2B organizations are combining inbound with account-based motions for stronger go-to-market fit.
2. How Buying Committees Have Changed
The modern buying group averages 10+ decision-makers — and 70% of research happens before vendors are contacted. Learn how to reach and influence these committees early.
3. Building Your Ideal Customer Profile (ICP)
Understand how to identify, operationalize, and align your ideal customer profile across sales, marketing, and customer success teams.
4. Integrating 6sense + HubSpot
Explore how unified data between 6sense and HubSpot enables:
-Real-time account intelligence
-Buyer intent visualization
-Automated list building and segmentation
-Cross-platform orchestration of campaigns
5. Case Studies
-PTC achieved a 7x increase in pipeline and $18M in new opportunities.
-Sandler saw a 30% increase in marketing-influenced pipeline through integration and shared accountability.
6. Activating Your ABM Strategy
Learn how to align technology, data, and content activation. From workflows in HubSpot to audience segmentation in 6sense, see how to make every touchpoint more relevant and personalized.
7. Using AI to Power Engagement
See how AI agents can qualify leads, reignite cold opportunities, and book meetings automatically — while keeping human oversight and accuracy high.
8. Future of ABM: Community + Content
Jonathan and Ash discuss how creating a community around your brand, educating through content, and leveraging AI can fuel long-term growth.

Key Takeaways
✅ Align your go-to-market teams on goals beyond MQLs.
✅ Use data to define and operationalize your ICP.
✅ Integrate 6sense + HubSpot for real-time intelligence.
✅ Leverage AI to personalize outreach and increase efficiency.
✅ Inspire buyers with content that builds community and trust.

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