Saima Rashid, of 6sense, on the evolution of B2B marketing
Автор: eMarketing Association
Загружено: 2024-09-12
Просмотров: 104
Kevin Lee interviews Saima Rashid, SVP of Marketing and Revenue Analytics at 6sense, a company providing an AI-powered platform that helps sales and marketing teams identify and engage with potential customers. They explore the evolution of B2B marketing strategies with a focus on the growing complexity of B2B buying decisions, the importance of understanding the Ideal Customer Profile (ICP), and the need for personalized, scalable marketing strategies. Saima highlights the significance of intent data, the role of AI in enhancing outreach, and the growing impact of fractional CMOs and committee-based buying decisions. They also address the shift in buyer behavior due to remote work and the rise of chatbots. The conversation emphasizes the necessity of adapting to changing market conditions and leveraging data to optimize marketing and sales efforts.
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