Takeaways and learnings from 6Sense Inspire London 2025

0:21 So I'm here with Simon from Six. Simon, how you doing? I'm doing so good. It's such an exciting day. This is um Inspire 25 2025 rather and it's it's um Six Sense's European Forum for customers and prospects. Um and um you got lots of people here, right? We've got at least 300 brilliant marketers in eur from Europe in C today. Uh and there's a whole lot of learning and a whole lot of idea exchanging happening right now.

0:48 There's a really nice buzz. Yeah, you can and there's some really great sessions as well. You talked about your kind of new product release. Um you've also got a lot of customer stories as well which kind of that's want to hear that stuff, right? They they get kind of frank testimony, don't they? Absolutely. Our customers are what make us great and um we love sharing their stories. We love having them tell the story frankly. Um whether it's about intelligent workflows which is the new product line or whether it's just about how they're using six sense to build a smarter, faster, more connected go to market motion. Well, lots of confusion as you say and you spoke you you open you kicked off this morning and you're lucky enough to be closing with me this afternoon as well.

1:28 What a treat. I mean, you know, some people get really lucky, don't they, in life? So, um but tell me about that. you talked about your um you do done some research into changing buying patterns, you know, because obviously buying behavior given AI is just there's so much change going on right now. So, so anything particular you kind of concluded from that? Yeah, I mean I think because this is our European event, we wanted to showcase Europe forward research and so the buying journey um we we showcased our European buying report um where we provide a lot of information down to the country level. But the highlights are of course that the buying journey is long. It's about 11 months on average. Takes an average of 640 interactions over that 11 months. And probably the most important stat is 81% of the time buyers have already shortlisted and picked a winner before they ever reach out to sales. Um it's actually on this screen right now behind us. Uh and so that means that marketers need to play a huge role in driving education, awareness, and building that demand as those accounts do that research. Great. Well, that's that's just the tip of the iceberg.

2:32 There's loads more stuff in that data report, isn't there? So, we'll put a link in the in the um under the video. So, thanks so much, Sim. Appreciate it. I'm excited for our session. Me too. Thank you. So here, Robert Norm, who is ABM expert in proper list and a well-known a consumer serial multiple longtime trainer in ABM, haven't you been training trained hundreds of people in ABM over the years? It's now over a thousand John. Over a thousand. Over a thousand just for on the ABM essentials for B2B marketing. And that doesn't even include my private gigs. We won't talk about that though. We won't talk about that now. Quite right. So we're here at six senses inspire event. Um and it's as suggest it's all about uh ABM. Um amongst other things um tell us how you found it so far? Uh really good great uh great buzz, lots of interesting people.

3:18 It's good to reconnect with you know a whole bunch of familiar faces and uh interesting to see the latest of what's going on from a you know technology point of view and Six Sense of course is driving that agenda. It's great. Yeah, they're kind of um been setting their stall out, aren't they? talked about their workflows. You know, I appreciate how that could be helpful to a lot of a lot of companies that we can really speed and accelerate how you're executing campaigns. Anything stood out for you in terms of kind of trends or way where ABM is developing? Um I I guess for me it's just the ecosystem that uh Six Sense are trying to build around them. They got some really interesting partners here. Trend Demon is one company that springs to mind. I know those guys quite well. Um but generally I think you know everybody's trying to work out how ABM coaleses. You know some people are coming at it from the scale angle. Some people are trying to work out how they overlay an ABM lens with demand gen. And six sense is definitely enabling all of that. Okay great. Yeah it sounds like it's a it's good to see that it's taking the next step isn't it? And six sense are doing doing a grand job in terms of trying to provide some vision and a future for that. I would say so. Yeah definitely.

4:26 Great. Thanks Robert. My pleasure. Good to see you. Cheers. All right. So I'm here with Louis Fernandez uh and we are at Six Sense Inspire in London. Um and Louis, how have you found it so far? It's been really good actually. I mean I think the main thing for me has been about something that I've been passionate about for years which is basically bringing sales and marketing communities together right and the nice thing about six senses platform is that it's something for both marketers and sales professionals. So it from that point of view it's been good. Can you imagine running revenue or have you run revenue teams as a success? Probably not so much recently. Not so much recently because as you know I stopped being an operator about a year ago but um yeah in the past absolutely and it's it's been great and a lot of the stuff that I'm doing now is advisory to a lot of go to market revenue leaders. Yeah. And a lot of the time it is about you know how do you bring everybody together to work towards the common goal of revenue. So I mean again I've been banging on about as you know Joel for years. So do you think is this an idea whose time has come Lou?

5:26 Is that what we're saying? I'd like to say yes. Right. However, yeah, on the basis that as you know it's something that I've been talking about for 15 years. Either I've done a terrible job because it's still a theme and we still haven't solved sales and marketing or marketing and sales alignment. Yeah. Because it's still out there. Yeah. Um but actually I think you know more and more it's one of these things with the advent of things roles like the CRO where it's about revenue rather than just sales. Yeah. Hopefully the dial is now shifting a little bit more towards you know marketers having a seat at the table. Yeah. Um in terms of revenue and I think also one of the shifts I've certainly seen over the last five years or so has been a shift towards how comp works. Yeah. more and more marketing leaders are now being comped on revenue, right? And I think that's filtering down into more marketing functions getting comped on revenue which creates that alignment. Yeah. So maybe that's one hurdle that we've overcome over the last decade. I don't know. I think Well, I think it's um it's a a mountain to move, but I think you're making progress.

6:28 We're collectively you're just ahead of your time. That's your problem. Yeah. Well, there you go. Maybe I missed my slot. I don't think so. Thanks, Louis. Cheers, mate. Cheers. Look, Joel. So, we're here with Nicola from Modern. Hi. How you doing? I'm all right. We're at Six Sense Inspire. Yep. Um, and you guys, you've been you've been hosting a lot today, haven't you? I have been hosting and speaking. All day and speaking and it's been fantastic. A woman of many skills, many. How have you found it so far today? Really, really good. Um, there's been a lot around um, bringing sales and marketing together, right? Loads are on the revenue side of things. Spoken to a lot of sales people and trying to understand the system, understanding sales enablement and that yes, a lot of marketing alignment.

7:07 Marketing sales alignment. I mean, it's probably never goes away. Is it the gift that keeps on giving? I was thinking about that a moment ago. It's like when do you end? When does that end? Like you have to keep working at it all the time and people change. Team changes. Yeah. It's a human system and it's it's perennally going to get broken because humans are humans. That topic is never going to go away. Yeah. I mean I'm not sure if that's reassuring or terrifying.

7:28 Well, you can always get better at it. Yeah, we can. That's true. That's true. If you if you can get better, you can win. Um but any particular theme any other themes that stood out was that that was the main one. Do you think? Um I guess still going. Sorry. No, I've just come out of a talk by a lady called Gemma. Oh, yeah. And um that was all about networking. So, it'll be interesting to see how the networking is and how people engage with one another in the afternoon. Absolutely. She really should come on the beginning and do that because you get the benefit of it a bit later on. But yeah, very inspiring session. So, congratulations. You know, terrific job today and uh and great to see you part of this. Yeah, lovely.

8:02 Thank you. Cheers. Thanks. Cheers.