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Proceed with Confidence with a Customer-Centric Buying Journey

“Being positive in a negative situation is not naive. It’s leadership.” ~ Ralph Marston

In spite of recent tech industry layoffs and inflation concerns, 6sense is boldly leading the charge to “Proceed with Confidence” at their annual Breakthrough conference next week. 

So what’s got them so optimistic?

In his recent manifesto, 6sense CEO Jason Zintak writes about the time and money wasted on today’s SaaS technologies that focus on automation but fail to truly predict and grow revenue. He asserts big data and AI can take the guesswork out of revenue generation, replacing uncertainty with predictability. 

But the road to revenue growth starts by ditching traditional sales and marketing strategies.

Image of a cassette tape speaking to an iPod, saying,

The Modern B2B Buying Journey

Today’s B2B buyer is most often not one person, but a team of fragmented individuals across several departments. As these prospects research your product, they invariably leave clues behind — clues your RevTech stack may or may not scoop up and, frankly, flounder to make any sense of. 

So B2B sellers tend to  flood these prospects with forms, emails, and phone calls no one under 75 will answer, hoping to lure them out of anonymity. And the truth is, most don’t want to talk to a sales person until the end of the decision-making process. 

In her book No Forms. No Spam. No Cold Calls., 6sense CMO Latané Conant proposes a new, customer-centric approach where brands differentiate themselves based on the customer experiences they create. This approach can be broken down in three steps:

  1. Uncover the buyer signals to understand the research that your buyer is doing.
  2. Qualify prospects based on the combined signals from a buying team, thus implementing an account-based approach.
  3. Use technology to orchestrate a process where relevant messaging is sent to the right contacts at the right time.

An orchestra conductor standing in front of a digital field of ones and zeros.

Modern Revenue Orchestration in Action

So let’s use Latane’s recommendations to simulate a hyper-personalized, account-based play.

Prospects from made-up tech company “A” come to your website, watch a video, download an infographic, and sign up for a webinar. Your data activation platform sends these buyer signals to a lead routing platform that qualifies the contact as a hot lead. The lead is then routed within your CRM to the appropriate account representative who in turn receives a Slack notification about this lead. Simultaneously, the hot lead triggers a marketing automation platform to send email cadences to targeted contacts within this account. It’s a revenue orchestration dream: customized experiences facilitated by seamless integrations without the ill-timed, messy, manual processes that turn off your buyers.

A Revolutionary Approach to RevOps

In years past, the purpose of your RevTech stack was primarily to support what your company needs. Today’s RevTech stack must be about what your customer needs. Put yourself in the shoes of your buyer. As Latané suggests, they don’t want your forms, irrelevant emails, or your cold phone calls at the wrong stage of the buying process. When only 3% of web visitors are filling out your on-site forms, it’s worth reevaluating your strategy. Check out the recently released, updated edition of No Forms. No Spam. No Cold Calls. for more insights. Warning: 6sense’s revolutionary approach to the customer-centric buying journey is contagious.

Hope to see you in Scottsdale for Breakthrough 2022!

  • 6sense
  • Breakthrough
  • Buyer signals
  • revenue orchestration
About the Author
Kim Peterson
Kim Peterson
Content Marketing Specialist at LeanData

Kim Peterson is the Content Marketing Specialist at LeanData where she digs deep into all aspects of the revenue process and shares her findings through multiple content channels. Kim's writing experiences span tech companies, stunt blogging, education, and the real estate industry. Connect with Kim on LinkedIn.