Q&A with Latane Conant, CMO at 6sense

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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GuidePoint Security Announces Portfolio of Data Security Governance Services

GuidePoint Security | January 30, 2024

GuidePoint Security, a cybersecurity solutions leader enabling organizations to make smarter decisions and minimize risk, today announced the availability of its Data Security Governance services, which are designed to help customers address the challenges of unstructured data and data sprawl through a proven process and program to meet their unique needs. GuidePoint’s Data Security Governance services consist of policies, standards, and processes leveraging the newest technologies to meet organizations’ data governance goals in both on-prem and cloud environments. Once the right strategy is determined with the customer, GuidePoint Security consultants will review program requirements, assess current policies and controls, perform gap analysis, design and develop/enhance the program, recommend and implement supporting technologies, and create operational processes and metrics. “Whether an organization is just beginning to build their data security governance program or needs help assessing and improving an existing program, our team and service capabilities are built to meet them at their current maturity level,” said Scott Griswold, Practice Director - Security Governance Services, GuidePoint Security. “We work side by side with the customer to conduct the necessary data discovery in their environment and provide tailored recommendations for solutions and processes to ultimately build/improve upon the data security governance program.” GuidePoint’s Data Security Governance Services include: Sensitive Data Cataloging: For organizations just getting started in the process of protecting their sensitive data, GuidePoint offers Data Identification workshops to identify sensitive data types in the environment, including trade secrets, intellectual property, and sensitive business communications. Data Security Governance Program Assessment: For organizations with existing Data Security Governance or Data Protection programs, GuidePoint Security experts will assess the program to identify policy non-compliance, gaps in data protection requirements—whether legal, regulatory, contractual, or business—and program maturity levels. Data Security Governance Program Strategy Development: The GuidePoint team will work with an organization's key stakeholders to design a program strategy aligned with relevant requirements. The outputs of this effort include delivering ongoing sensitive data discovery, automated classification and labeling, the application of required sensitive data protections, restrictions on where sensitive data can be stored and sent, and data retention policy enforcement. Merger and Acquisition Data Identification: This offering provides the ability to identify sensitive data within an M&A target or recent acquisition (including locations, amounts, and access rights) and then perform penetration testing on the storage repositories where that sensitive data exists to determine the risk of data compromise. About GuidePoint Security GuidePoint Security provides trusted cybersecurity expertise, solutions and services that help organizations make better decisions that minimize risk. Our experts act as your trusted advisor to understand your business and challenges, helping you through an evaluation of your cybersecurity posture and ecosystem to expose risks, optimize resources and implement best-fit solutions. GuidePoint’s unmatched expertise has enabled a third of Fortune 500 companies and more than half of the U.S. government cabinet-level agencies to improve their security posture and reduce risk. Learn more at www.guidepointsecurity.com.

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Software Security

Deepwatch Announces New Forensic-Focused Operations Service To Enhance Cyber Resilience

Deepwatch | January 09, 2024

Deepwatch, the leading managed security platform for the cyber resilient enterprise, today announced the launch of Threat Signal, its standalone forensic-focused operations service. Deepwatch designed Threat Signal to enhance companies’ cybersecurity defenses, proactively identify and help mitigate attack vectors, and stay ahead of evolving risks to strengthen cyber resilience. Threat Signal provides protection beyond traditional security measures, finding advanced cyber threats that have bypassed existing controls by leveraging the latest attacker methodologies to stay in tune with the constantly evolving threat landscape. Using an “outside-in” methodology, Threat Signal evaluates an organization’s externally accessible presence from an attacker’s perspective to pinpoint and investigate risky systems and services. This informs the initial investigation and allows Deepwatch Experts to leverage advanced capabilities through organic intelligence, deep forensics, and threat hunting. According to Forrester’s “How to Make Threat Intelligence Actionable” report¹, “Over time, companies need to move beyond tactical use cases. Threat hunting can uncover threats that have bypassed traditional security tools, allowing companies to stop attacks earlier to minimize disruptions. As Forrester’s Threat Hunting 101 report describes, threat intelligence is vital because it provides insights into the TTPs of threat actors and details on how malware behaves. If time, expertise, and resources are constrained, consider leveraging an external service provider to conduct the threat-hunting exercise as an annual consulting engagement.” Threat Signal provides tailored and proactive security measures through customer-specific intelligence that takes an organization's unique attack surface, business risks, and the latest adversary intelligence or "threat cases" into account. Threat Signal’s additional features and capabilities include: Deepwatch Experts - Seasoned forensic security experts perform in-depth investigations, identifying threats before they disrupt an organization. Attack Surface Profiles - These profiles provide a customer actionable report, detailing external opportunity areas that an attacker could leverage against an organization, including high-risk opportunities, mitigation recommendations, and threat hunting leads. Forensic-Agent-Based Threat Hunting Engagements - Deepwatch’s specialists consistently engage in hunting activities to reveal concealed threats within a company’s infrastructure and provide a threat hunt summary report with detailed observations and any actions that the customer took during that hunt cycle. Reporting and Reviews - Deepwatch provides customers with reports, including: Weekly intelligence brief reports on analyzed open-source intelligence with Deepwatch recommendations. Summary presentations on the solution engagement status, including but not limited to hunting reports. Up to two executive reviews of the solution and observables per year. Ad-hoc awareness briefs of security advisories based on Deepwatch threat criteria. Annual intelligence reports on incident lessons learned and predictions. Malware Analysis - Deepwatch’s Adversary Tactics and Intelligence (ATI) team analyze collected malware and provide a report. Enhanced Security - Deepwatch’s MDR customers benefit from cross-collaborative security operations, harnessing advanced threat detection, and hyper-responsive capabilities. “As security professionals, we look to enhance a company’s security readiness. To do that, it’s critical for them to look beyond their existing security controls to ensure they are identifying and proactively protecting the business from external threats,” said Jerrod Barton, VP, Cyber Operations & Intelligence for Deepwatch. “With Threat Signal, we’re able to help our enterprise customers view their security readiness through the lens of the ‘attackers,’ ensuring that they can rapidly respond to any incoming threats, which in turn helps them elevate their cyber resilience.” About Deepwatch Deepwatch is the leading managed security platform for the cyber resilient enterprise. The Deepwatch Managed Security Platform and security experts provide enterprises with 24/7/365 cyber resilience, rapid detections, high fidelity alerts, reduced false positives, and automated actions. We operate as an extension of cybersecurity teams by delivering exceptional security expertise, visibility across your attack surface, precision response to threats, and a compelling return on your security investments. The Deepwatch Managed Security Platform is trusted by many of the world’s leading brands to improve their security posture, cyber resilience, and peace of mind. Learn more at www.deepwatch.com.

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