Ep. 93: The Dark Funnel, Selling to In-Market Prospects & Bringing the Kapow – An Interview with 6Sense's Latane Conant

In this episode of the Startup Selling Podcast, I interviewed Latane Conant.

 

Latané was instrumental in aligning sales and marketing in her previous position as CMO of Appirio, resulting in 5x more effective field marketing programs and a 300% increase in inbound leads.

 

Now as the Chief Market Officer of 6sense, Latané empowers revenue teams to compete and win in the age of account-based buying through 6sense’s solution — allowing them to uncover, prioritize, and engage with demand by uniting one common, AI-powered platform. 

 

This allows them to know everything they need to know and do anything they need to do, ultimately generating 40% more opportunities, closing deals 2x faster, and winning 2x more often. 

 

Some of the topics that Latane and I discussed in this episode are:

 

• “The Dark Funnel” – The activity and research your buyers are doing before contacting the seller.
• Identifying which accounts are “in-market”.
• “New Inbound” – Get clear on the Ideal Customer Profile (ICP), the buyer’s intent, and focusing your marketing and sales effort on the account that are “in-pocket”.
• “In-pocket” – problem aware and solution aware. 
• The importance of demand capture versus demand gen.
• The value card and how you create content for the different buyers.
• The importance of using video and how you can create quick content. 
• How to leverage AI to create an amazing customer experience.
• The importance of orchestrating to create a positive experience for your buyer.
• The importance of the “next best action” with your prospects.
• Racial inequality and improvements we can all be making when it comes to diversity within our teams, customers, and community.

Links & Resources

 

Rapid Adoption. Immediate Impact: 6sense.com

 

Latane on Linkedin: www.linkedin.com/in/latane-conant

 

Manifesto for the Future of B2B Customer Engagement: 

hub.6sense.com/breakthroughplus/manifesto-for-the-future-of-b2b-customer-engagement-latane-conant-cmo-of-6sense

 

SV Academy: sv.academy

 

[book] White Fragility: Why It's So Hard for White People to Talk About Racism  www.amazon.com/White-Fragility-People-About-Racism/dp/0807047414

 

[assessment] Impact of Unconscious Bias 

trailhead.salesforce.com/content/learn/modules/workplace_equality_inclusion_challenges

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