Q&A with Latane Conant, CMO at 6sense

MEDIA 7 | July 17, 2019

Q&A with Latane Conant
Latane Conant, CMO at 6sense has always been keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

At 6sense, Latane helps sales and marketing leaders increase revenue by tapping into the power of predictive intelligence to uncover buyers who are ready to buy.

MEDIA 7: As a child, what did you want to be when you grew up?
LATANE CONANT:
The first thing I ever wanted to be was a lifeguard and swim coach. When I was 5 years old, I joined the swim team as one of the youngest swimmers. At 13, I was too young to be a lifeguard so I begged them to create a “JR lifeguard” position. This was essentially deck swabbing and towel service but I didn’t care. So they hired me and called me “young jedi”. The head lifeguard loved to play jokes on me. One time he gave me a ruler and said every deck chair needed to be 10 ¾ inches apart. There were 50+ deck chairs, but I went out and started measuring. Finally, after a few chairs, they called me over the loudspeaker to come back to the office and we all had a big laugh. Another time they took me down to the filter room, which was underground and pretty spooky.

BUT as a young jedi, I had to learn how the system worked. We descended under the deck and I climbed a rickety old ladder to look down into the pump. Another lifeguard in scuba gear was waiting underwater and jumped out of the filter tank and scared the bejesus out of me! Once I calmed down I thought it was pretty hysterical! My role could have been seen as pretty mundane - bathroom cleaning and towel folding - BUT I loved the people I worked with so much. I worshipped the lifeguards and swim coaches!

They kept me on my toes and in stitches all summer, so it’s still one of the best jobs I’ve ever had. I finally graduated to teaching swim lessons, with a focus on kids who did not swim at all and were afraid to go in the pool. Nothing was more rewarding than seeing someone do something they thought they could not, or actually loving something that used to scare them - like put their head underwater, dive off the blocks, or swim the butterfly stroke for a lap.

M7: Latane, you have always thrived on working with wicked smart people. How do you get the best out of them when there is a common notion that it’s difficult to make smart people work together?
LC: 
Talented people want to be able to do great work. Not the average, crank some blogs out or run an event, but truly cool and differentiated things. My job is to be a force field and ensure the team has the opportunity to try different things and do their best work. This means providing focus. A powerful focus tool we use is the V2MOM. V2MOM stands for Vision, Values, Methods, Obstacles, and Metrics. Vision is what you want to achieve. Ideally your vision makes everyone uncomfortably excited. Values are why it matters, what you believe, guiding principles for decision making. Methods are where the rubber meets the road and are the top things you will do to achieve the vision.

Under each method, it's key to detail out obstacles (so you can plan around them) and metrics so you know if the method is on track. What’s nice about the system is that it provides built-in planning and is time bound. So every quarter I get my team together and we revise our V2MOM. This builds consensus around the vision and how we are going to get there. Every method gets assigned an owner, which drives accountability. And we publically track the metrics weekly so everyone knows our progress. The interesting thing about the V2MOM is not what's on the V2mom but what is NOT on the V2MOM. Because the process requires hyper prioritization of what you are going to do in a given time period, it forces focus.

I’m pretty obsessed and love the V2MOM. I am happy to share more on how teams can adopt, implement, and use it.  In fact, maybe in my next life, I will be a V2mom consultant!


"Marketing is harder and harder these days because buyers want to remain anonymous."

M7: How does leveraging smart technologies like AI help marketers have an edge over others and achieve on-time targets?
LC:
We need every advantage we can get in order to be successful and AI provides that advantage. Marketing is harder and harder these days because buyers want to remain anonymous. In fact, 90 percent of B2B buying behavior is digital and anonymous. Buyers also buy in teams, so the buying journey and process is very fragmented across many people. According to Gartner, it’s typical for a buying team to have more than 10 people involved. Adding to that, buyers are resistant. Every member of the B2B buying team requires highly personalized multi-touch and multi-channel engagement to take a meeting.
But our current systems are built for known static data, which only 12% of marketers have confidence in.
Revenue-generating teams should look for platforms that allow them to uncover buyer behavior, particularly the anonymous behavior, so they can stop spending money, time, and energy on the accounts that aren’t even in-market. Instead, through AI and big data, that money, time and energy can be used to uncover their “dark funnel,” or the rich information that is being done on your company and/or solution in the dark. Next, they must prioritize. Look across behavior to determine and group buying teams. Look for changes in behavior over time to fully grasp which accounts are in-market, ready for an upsell, or have potential to churn. AI can deliver these insights with a high degree of accuracy so you can know when accounts are getting ready to open opportunities. Enabling you to focus your time, salespeople and BDRs on the BEST accounts. Once you have uncovered anonymous behavior and prioritized timing, it’s time to engage. Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines. It tells us the best time to use display ads vs. email vs a direct mailer and even triggers actions across channels. It also ensures we are personalizing appropriately so if someone has consumed the demo it offers them another piece of content so they aren’t served the demo AGAIN.  Based on their behavior, buying stage, persona, and company we can dynamically deliver the best experience. Teams that use this approach see unbelievable results and are beating out their competition with 40 percent more opportunities, 5x larger deals, and 1.5x faster cycle times.


"Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines."

M7: How does 6sense’s Account Based Orchestration Platform help revenue teams to compete and win in the age of account-based buying?
LC:
I had my team do some research on the typical results b2b sales and marketing teams see from their efforts. The picture is not pretty. In fact EVERY minute:
- DOZENS of interested buyers will visit your website but only ONE will identify themselves.
- Your most important prospect will receive 2 NEW EMAILS. They will likely delete them both without opening.
- Your sales reps will spend ONE-QUARTER of their time on leads who have no intention to buy.
- Your BDR team will make just over 6 calls. They will book ZERO meetings.

No wonder marketing and sales teams get misaligned. This is not competing or winning.

Account Based Marketing is all the rage - It requires selecting the best accounts to go after, detailed insights into accounts and personas, highly personalized multi-channel engagement, alignment with sales, and the ability to track “real stuff” like increased engagement, pipeline, and revenue. ABM makes a lot of sense vs. traditional tactics that result in millions of unopened emails that get sent each year, thousands of dollars spent on swag at events that don’t lead to an opportunity, etc. However, the dirty little secret is that it’s impossible to scale without GREAT customer insights and orchestration capabilities. This is why you hear a lot about ABM pilots and not about ABM at scale.
6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action. 

6sense delivers ABM at scale by providing (at a click in an easy to use UI):
- an understanding of best accounts to go after based on your business objective, technographic, firmographic, and real-time behavioral information.
- insights into the key personas to engage, the topics they care about, and where they are in their buying stage.
- orchestrated engagement across tactics from email, to display ads, to direct mail.
- alerts for sales with relevant details like when to call, what to say, what accounts are doing anonymously/in the “dark funnel”, and what marketing activities are working.
- tracking and metrics around how campaigns perform, if new personas engage, if you influenced opportunities, and if you gained net new opportunities.

This means sales and marketing can get BACK to sales and marketing, aligning on a business objective, messaging, and the experience you want to deliver for prospects - one you can actually be proud of. One without useless forms, spam, and cold calls. And because our platform provides transparency, reduced mundane work, and competitive advantage, prospecting actually becomes fun!

M7: What is the “dark funnel” and how can marketers embrace that?
LC:
So, the dark funnel is all of the data, information, people, and research that is happening right now for our product or solution that we have no insights into. You have to zoom out and think about the complexity of this cycle and how it’s changed. First of all, B2B buyers want to remain anonymous for as long as possible and our trick to making them not anonymous was to have some sort of gated content or to maybe try to run them down at a trade show or scan them but that doesn’t work anymore. All of our systems are set up for contact or a lead which is one person. What we find now is buyers buying in these teams, so you have to be able to understand how one person on the team is interacting with another person, how to put them together and how their collective research and desires come together. And again, all of that’s happening anonymously. So, the dark funnel research just went from one person to ten peoples’ research.

The other challenge is, in order to engage with buyers because they get so much noise and are so inundated, in fact in B2B we send about 300 billion emails a year, there’s only 7.7 billion people in the world and that’s not even B2C, so that doesn’t mean they’re on pottery barn’s list. So, our email motion in being able to break out of the noise is incredibly difficult. Hence, we have to have more touches and more capabilities and all of those emails and things that we’re sending are all in this dark funnel, we don’t truly understand how they’re getting consumed. So what ends up happening is we as marketers have to do a lot of guessing in how we design our programs and how we engage with customers and when you can start to really shine a light on the dark funnel and understand that rich research and the buying team and most importantly understand where they are in their journey, understand the timing. Rather than spamming you can start to really personalize in engagement and experience based on what they care about, who they are and most importantly, where they are in the buying journey.


"6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action."

M7: To what extent does having a deep insight into a prospect’s buying journey help marketers in sales conversion and closing deals?
LC: 
Marketing is hard, selling is harder, and being a business development rep is the HARDEST. Business Development Reps and AE’s are expected to make hundreds of calls and send tons of email a week, but how do they know the contacts they are calling on aren’t random? Are they even in-market? How do they know when the best time to call is or what to even discuss without knowing the contacts needs? With outbound efforts, BDR’s and AE’s want opportunities, not just activity, but they don’t have a good way to make the right connections with the right content in order to be successful.

To reduce turnover and give outbound sales teams the best chance of success, we have to give them insights, with a robust group of digital signals to show if an account is actually in-market to buy or beginning the early stages of research. And with potential buyers leaving a digital footprint in the form of intent signals across the internet, both known and anonymous interactions with your website, as well as thousands of other 3rd party sites, we can take the guesswork out of identifying which accounts to target and what topics or competitors those accounts are searching.

Deep insights from 6sense help marketing, sales, and BDRs understand where each account is in their buyer journey and focus efforts on those who are actively in-market or in the early stages of research for our product or service. This lets the sales team know the ideal time to engage and what the account is interested in, taking the conversation from a cold call to a productive, meaningful one, driving higher conversions, win rates, and average deal size.

M7: 6sense recently launched Account-Based External Media Campaigns Analytics. How is it enabling media campaign effectiveness?
LC: 
The days of a four martini lunch and a deal are long gone since buyers don't want to talk to sales until they are 70% through the journey. Because of this shift, B2B digital ad spend is projected to hit $6.08 billion this year. It is an effective way to reach buyers in target accounts if done strategically with insights and proper measurement.

This feature focuses on digital agencies and the brands they work with. They use 6sense and all the rich insights on behavior and keywords in their campaign planning. It enables them to micro-segment and take an audience first approach vs designing a campaign and then finding an audience, flipping the campaign planning process on its head. 6sense also allows agencies to compare campaigns across different channels - tracking reach, engagement, and influence of these campaigns on accounts they are targeting for their customers.
Innovative agencies are partnering with us to deliver for their customers and they are seeing high returns on their investment.

M7: What is your favorite quote?
LC: 
“Anything worth doing is worth overdoing.” - Mick Jagger

ABOUT 6SENSE

6sense’s Account Based Orchestration Platform helps revenue teams compete and win in the age of Account Based Buying by putting the power of AI, big data and machine learning behind every member of the B2B revenue team, empowering them to uncover anonymous buying behavior, prioritize fragmented data to focus on accounts in market, and engage resistant buying teams with personalized, omni-channel, multi-touch campaigns. 6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything they need to do to generate more opportunities, increase deal size, get into opportunities sooner, compete and win more often.

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D2L Unveils D2L for Business

PR Newswire | September 21, 2023

D2L, a global learning technology company, today announced the formal launch of D2L for Business – a corporate learning solution designed to maximize return on investment (ROI) in learning and help empower employers to attract, retain, onboard, and upskill their workforce. D2L for Business combines the benefits of an existing network of world-class education providers, skill development solutions, and expert consulting services along with D2L's world class Learning Experience Platform (LXP) and authoring tools, creating one integrated, easy-to-use corporate solution. The 2023 World Economic Forum's Future of Jobs Report predicts that 44% of workers' skills will be disrupted in the following five years – rising significantly from 35% in 2016. And, according to D2L's 2023 White Paper, 80% of U.S. adults expressed some interest in pursuing additional skills training over the next 12 months. "With recent rapid advancements in AI, the changing nature of jobs, and skills shortages, it's essential for employees to continue to upgrade their skillsets – and for businesses to offer the right learning to remain competitive in the talent market," said John Baker, CEO of D2L. "For over two decades, we've helped hundreds of organizations drive their business forward with the right learning for the skills they need. D2L for Business will help take our customers to the next level with a simple, seamless, and personalized mix of technology and services to help fuel a skilled workforce prepared to take on the future." D2L for Business helps employers maximize organization-wide learning ROI and their workforce's satisfaction, retention, and internal mobility through: Skills Mapping and Pathways: D2L for Business uses AI-driven algorithms and industry experts to help develop a comprehensive skills audit, map skills to careers, and identify custom learning pathways for desired careers and skill sets. This helps businesses create a skills pipeline aligned with business objectives, fill open roles, and close skills gaps. Network of World-Class Education Partners: D2L for Business can help businesses streamline their learning administration through a curated provider network of industry-leading universities, colleges, and training organizations. Employers can easily deploy a centralized catalog of career-aligned programs and courses to talent at every level of the organization. Customized Learning: D2L for Business can help businesses create and deliver their own customized digital learning experiences through D2L's LXP. This can enable organizations to rapidly scale and deploy learning that aligns with their strategic goals. Learning Analytics: D2L for Business offers built-in insights to help maximize businesses' ROI with a birds-eye-view into learner progress and outcomes. Employers can gather integrated, organization-wide data about course completion rates and employee skill development, and then make data-informed decisions to help ensure future-readiness. "When it comes to revamping your learning and development program, it's important to have a plan in place that's going to take your business to the next level, and into the future," said Melissa Stein, Officer of Learning & Development at Tompkins Financial. "Tompkins specifically chose D2L as its corporate learning platform for its flexibility, ability to provide content in all areas of learning, and its two decades of trends-focused, forward-looking innovation." D2L for Business can help empower companies to make their skilled teams a competitive advantage, future-proofing their organization to fuel growth. For more information on D2L for Business, please visit https://www.D2L.com/solutions/corporate/. About D2L D2L is transforming the way the world learns—helping learners of all ages achieve more than they dreamed possible. Working closely with clients all over the world, D2L is supporting millions of people learning online and in person. Our growing global workforce is dedicated to making the best learning products to leave the world better than they found it. Learn more about D2L for K-12, higher education and businesses at www.D2L.com.

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Corporate Education and Training

YouScience® Brightpath Empowers Educators and Students for Academic and Career Success

PR Newswire | August 25, 2023

Based on nationwide research, the majority of high school graduates face a lack of preparedness in making crucial college or career decisions upon graduation, often feeling uncertain about their chosen educational or career paths. • Nearly 75% of high school graduates did not feel fully prepared to decide on their future career or education during high school. • 37% of high school graduates are not sure they are where they want to be in their education or career path Moreover, the strain on counselors and teachers–due to heavy workloads and limited resources–exacerbates the issue by creating gaps in essential discussions about postsecondary opportunities. There is an acute need for solutions that bridge this gap, and help students who are struggling to transition from high school to college, trade school, and career. YouScience® is the leading technology provider dedicated to solving the skills gap crisis for students and employers. Thousands of middle schools, high schools, colleges, universities, trade schools, chambers of commerce, and employer partners use various applications from YouScience. The award-winning education technology company recently launched YouScience Brightpath, which supports educators in addressing critical issues facing students in one unified platform. With Brightpath, educators can: 1. Personalize students' education pathways for increased academic and career success. 2. Provide deeper purpose for classwork by supporting real-world career outcomes into every student's educational journey. 3. Connect students to their future by bridging the gap between education and industry in meaningful and personalized ways. 4. Support every student's growth through the major transitions between middle school to high school, high school to post-secondary learning, and from the classroom to careers. "Brightpath has been an incredible tool to measure student growth in the classroom," said Joel Casiday, from Coldspring-Oakhurst High School in Coldspring, Texas. "Our teachers can give their pre-assessment at the beginning of the year and then the certification exam for the course at the end of the year. The student receives real-time certifications and the teacher has valuable data that shows student growth and instructional impact. With the launch of the career research tools and all the full Brightpath suite offers, our students will be poised for success after graduation." YouScience Brightpath makes it easier for educators to help students connect what they are learning in the classroom to real-world applications. This includes career and technical education (CTE) programs, skill certifications and credentials, and resume creation. "Having a comprehensive platform that helps us connect what students are learning in the classroom with real-world career opportunities turns education into a tangible experience," said Thalea Longhurst, State CTE Director for the Utah State Board of Education. "Local employers also like YouScience Brightpath because they can engage with students, who have the aptitudes and certifications they need, to start building a talent pipeline. It opens doors and opportunities for all Utah students to have a successful future—whether that's 4-year college, trade school, or jumping into a career." Research shows that helping students discover their aptitudes, and building personalized high school and postsecondary pathways, enables student success. In 2022, nearly 80% of high school graduates reported feeling better prepared to choose their educational and/or career pathway based on understanding their natural aptitudes. "Unleashing student potential is at the heart of what we do," said YouScience CEO Edson Barton. "To do that we must empower educators with the best professional tools. Brightpath makes it easier to collaborate across schools and districts, between middle and high schools, and from grade to grade. Brightpath is designed for today's professional educator. Speed, ease of use, scalability, and systems simplicity is top of mind." About YouScience YouScience is the leading technology provider dedicated to solving the skills gap crisis for students and employers. Its end-to-end platform, YouScience® Brightpath, connects education with career applications designed to help students unlock their potential for future pathways. YouScience leverages proven research, artificial intelligence, and industry input to help individuals identify their natural talents, validate their skills and knowledge, and get matched with real-world educational and career pathways in high-demand occupations. YouScience is the preferred choice of individuals, parents, educators, and counselors to guide and support educational and career pathways, currently serving more than 7,000 educational institutions and nearly one million users.

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Talent Development

Alchemy Partners with Brightpoint Community College to Transform the Distance Learning Experience

PR Newswire | August 28, 2023

Alchemy, a leading education technology and services provider, is delighted to announce its partnership with Brightpoint Community College, a member of the Virginia Community College System (VCCS). This strategic collaboration aims to accelerate the transformation of Brightpoint's distance learning offerings, transitioning 10 of their online degree programs from a traditional 15-week session to a more agile 7-week format in order to better meet the needs of today's learners who seek more flexible educational opportunities. The initiative also endeavors to reduce student costs, foster enriched student-instructor interactivity and enhance overall course engagement by emphasizing open educational resources (OER). Alchemy brings to Brightpoint a unique combination of technology and services that enable a dynamic learning design partnership. Alchemy's team of expert learning designers will work closely with faculty to tailor each course to meet the specific learning objectives and requirements of the subject matter. At the same time, faculty will have access to Alchemy's groundbreaking technology platform, Curie, a centralized workspace that houses interactive resources designed to optimize the process of developing humanized, inclusive and engaged learning experiences. Brightpoint faculty will also be supported by Alchemy's Faculty Concierge service, through which faculty members will have 24/7 access to expert guidance and specialized resources whenever they need them. This robust support system will enable faculty to continuously iterate and enhance their courses, incorporating new technologies and evolving their teaching approach. "We are thrilled to join forces with Brightpoint in their ongoing efforts to enhance distance learning for modern learners," said Carrie O'Donnell, founder and CEO of Nectar, Inc., parent company to Alchemy. "This collaboration will not only continue to elevate the quality of their courses but also provide their faculty with personalized resources and just-in-time support to continue to create increasingly meaningful and engaging learning experiences for their students going forward." The collaboration between Alchemy and Brightpoint Community College promises to result in innovative, inclusive and enriching educational experiences that meet the needs of the college's diverse student community. About Alchemy: Alchemy is your strategic partner in empowering educators to be at their best and to meet the needs today's learners. Through our platform, including purpose-built technology and on-demand services, we provide practical tools, curated resources, and expert support to optimize the educator experience, saving them time in creating engaging and inclusive learning experiences.

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Corporate Learning Systems

D2L Unveils D2L for Business

PR Newswire | September 21, 2023

D2L, a global learning technology company, today announced the formal launch of D2L for Business – a corporate learning solution designed to maximize return on investment (ROI) in learning and help empower employers to attract, retain, onboard, and upskill their workforce. D2L for Business combines the benefits of an existing network of world-class education providers, skill development solutions, and expert consulting services along with D2L's world class Learning Experience Platform (LXP) and authoring tools, creating one integrated, easy-to-use corporate solution. The 2023 World Economic Forum's Future of Jobs Report predicts that 44% of workers' skills will be disrupted in the following five years – rising significantly from 35% in 2016. And, according to D2L's 2023 White Paper, 80% of U.S. adults expressed some interest in pursuing additional skills training over the next 12 months. "With recent rapid advancements in AI, the changing nature of jobs, and skills shortages, it's essential for employees to continue to upgrade their skillsets – and for businesses to offer the right learning to remain competitive in the talent market," said John Baker, CEO of D2L. "For over two decades, we've helped hundreds of organizations drive their business forward with the right learning for the skills they need. D2L for Business will help take our customers to the next level with a simple, seamless, and personalized mix of technology and services to help fuel a skilled workforce prepared to take on the future." D2L for Business helps employers maximize organization-wide learning ROI and their workforce's satisfaction, retention, and internal mobility through: Skills Mapping and Pathways: D2L for Business uses AI-driven algorithms and industry experts to help develop a comprehensive skills audit, map skills to careers, and identify custom learning pathways for desired careers and skill sets. This helps businesses create a skills pipeline aligned with business objectives, fill open roles, and close skills gaps. Network of World-Class Education Partners: D2L for Business can help businesses streamline their learning administration through a curated provider network of industry-leading universities, colleges, and training organizations. Employers can easily deploy a centralized catalog of career-aligned programs and courses to talent at every level of the organization. Customized Learning: D2L for Business can help businesses create and deliver their own customized digital learning experiences through D2L's LXP. This can enable organizations to rapidly scale and deploy learning that aligns with their strategic goals. Learning Analytics: D2L for Business offers built-in insights to help maximize businesses' ROI with a birds-eye-view into learner progress and outcomes. Employers can gather integrated, organization-wide data about course completion rates and employee skill development, and then make data-informed decisions to help ensure future-readiness. "When it comes to revamping your learning and development program, it's important to have a plan in place that's going to take your business to the next level, and into the future," said Melissa Stein, Officer of Learning & Development at Tompkins Financial. "Tompkins specifically chose D2L as its corporate learning platform for its flexibility, ability to provide content in all areas of learning, and its two decades of trends-focused, forward-looking innovation." D2L for Business can help empower companies to make their skilled teams a competitive advantage, future-proofing their organization to fuel growth. For more information on D2L for Business, please visit https://www.D2L.com/solutions/corporate/. About D2L D2L is transforming the way the world learns—helping learners of all ages achieve more than they dreamed possible. Working closely with clients all over the world, D2L is supporting millions of people learning online and in person. Our growing global workforce is dedicated to making the best learning products to leave the world better than they found it. Learn more about D2L for K-12, higher education and businesses at www.D2L.com.

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6sense

6sense’s Account Based Orchestration Platform helps revenue teams compete and win in the age of Account Based Buying by putting the power of AI, big data and machine learning behind every member of the B2B revenue team, empowering them to uncover anonymous buying behavior, prioritize fragmented data...

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