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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homegenius Real Estate Rolls Out Cutting Edge AI-Powered Home Search, Unlocking Property Intelligence from Listing Photos

Businesswire | May 30, 2023

homegenius Real Estate has unveiled an Artificial Intelligence (AI)-powered home search portal at www.homegeniusrealestate.com that provides home buyers and sellers with an unprecedented level of property intelligence about active listings, driven by the company’s homegeniusIQ technology. homegeniusIQ applies proprietary artificial intelligence harnessing image recognition and computer vision technology to analyze real estate images to assess and estimate room condition and property features. By unlocking data from property photos, homegeniusIQ helps inform a property's value and substantially improves the home search process, allowing home buyers to conduct better searches and glean deeper insights. Its cutting-edge models can identify and assess room type, room condition and more than 50 objects inside and outside of a home that impact its value—breaking down the biggest barrier to meaningful automated real estate insights. At homegeniusrealestate.com, users can also upload photos to search for properties that match their desired attributes, instantly translating a dream home “vision board” into an array of listings that are available on the market. All personalizations can be saved by consumers to allow them to apply their dream home requirements to any neighborhood or market, instantly. “Artificial intelligence is poised to truly transform the way home buyers and agents buy and sell homes, and homegeniusIQ is at the leading edge of the revolution,” said Eric Ray, senior executive vice president, chief digital officer and co-head of homegenius. “By allowing home buyers to upload photos that illustrate what they’re looking for in a kitchen, bedroom, bathroom and/or family room, homegeniusIQ enables users to match their vision of a dream home to a property in the real world.” Highlights of homegeniusIQ’s artificial intelligence, image technology: Automatically analyzes property photos to identify and assess a home’s condition. Identifies objects, finishes and materials that impact the potential consumer value. Intelligently evaluates property condition to offer more accurate value estimates and refine search results. “homegeniusIQ powers the homegenius Real Estate search, offering a totally new way to search for a home,” said Brien McMahon, senior executive vice president, chief franchise officer and co-head of homegenius. “Our proprietary AI technology makes it possible to conduct searches based on a home’s appearance and condition — far beyond what’s possible with conventional search filters — to help homebuyers find exactly what they’re looking for.” About homegenius homegenius Inc., a subsidiary of Radian Group Inc. (NYSE: RDN), and its family of companies combine an array of title, real estate and technology products and services into a full-service ecosystem. homegenius offers innovative experiences from search to close, enabling mortgage lenders, mortgage and real estate investors, consumers, GSEs, and real estate brokers and agents to benefit from integrated and personalized solutions leveraging advanced technology and the latest advancements in data science, machine learning and artificial intelligence. Real estate services provided by homegenius Real Estate LLC and homegenius Real Estate Inc. (collectively dba homegenius Real Estate), each a subsidiary of homegenius Inc. 7730 South Union Park Avenue, Suite 400, Midvale, UT 84047. Tel: 1-877-500-1415. homegenius Real Estate LLC and its wholly owned subsidiary are licensed in every state and the District of Columbia. For additional information on the homegenius family of companies, please visit homegenius.com.

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REAL ESTATE TECHNOLOGY, MORTGAGE AND LENDING

Pineapple Financial Inc. Expands Mortgage Services to Western Canada

Newswire | May 31, 2023

Pineapple Financial Inc. (PAPL: Reserved), the tech-focussed mortgage brokerage with an integrated network of partner brokerages and agents across Canada, is pleased to announce it will now be offering mortgage services in Western Canada via their alliance with Pineapple Canada Lending House. Pineapple is excited to provide more Canadians with its revolutionized approach to mortgage services through this market expansion. "Our goal at Pineapple has always been to give as many Canadians as possible the opportunity to purchase a home," said Shubha Dasgupta, Co-Founder and Chief Executive Officer of Pineapple. "To achieve this, we've simplified the journey through data-driven processes and intelligent technology, all while strategically and sustainably expanding our presence in the Canadian market. Thanks to our alliance with Canada Lending House, Pineapple will be able to provide more homebuyers and brokers across Canada with the best experience and products the industry has to offer." Since its inception, Canada Lending House has offered brokers an established system of training and extensive support services to accelerate their success rate by eliminating time-consuming processes. Pineapple Financials' innovative, automated and digitalized technology approach will supercharge the Canada Lending House system to provide their brokers with a streamlined approach that will free up more time to focus on result-driven tasks and building relationships. "We are thrilled to join the Pineapple network and bring the future of mortgage brokering across British Columbia," said Harbir Dhillon, Managing Broker at Pineapple Canada Lending House. "Our focus is dedicated to providing small-town brokers with the most advanced, digital tools that are not often available. Our partnership with Pineapple Financial will improve on delivering that experience and augment our proven system of time-saving processes designed to accelerate a broker's career." Harbir continued by saying, "After our brokers complete the Pineapple training program, they will be able to focus 100% of their attention on the things that matter most - providing superior customer service and deal-generating activities." The expansion into Western Canada is proof of Pineapple's ambition to build momentum and drive its growth. The company is expanding its business presence nationwide, all while modernizing the Canadian mortgage industry. Even as the real estate landscape has changed significantly over the past 12 months with higher interest rates and turbulent conditions, Pineapple has continued providing mortgage-seeking Canadians nationwide with the best service and solutions to meet their needs today and into the future. "We are honoured to partner with Canada Lending House," said Christa Mitchell, Chief Strategy Officer at Pineapple. "This partnership is key to unlocking Pineapple's national expansion and delivering on our commitment to provide the best service and mortgage solutions to borrowers across Canada." About Pineapple Pineapple is a leader in the Canadian mortgage industry, breaking the mould by focusing on both the long-term success of agents and brokerages and the overall experience of homeowners. With approximately 700 brokers within the network, Pineapple utilizes cutting-edge cloud-based tools and AI-driven systems to enable its brokers to help Canadians realize their ultimate dream of owning a home. Pineapple is active within the community and is proud to sponsor cancer charities across Canada, where proceeds from every transaction go to improving the lives of fellow Canadians touched by cancer. Visit www.gopineapple.com for more information. About Pineapple Canada Lending House Pineapple Canada Lending House is a trusted and established Mortgage Brokerage in British Columbia, Canada, with over 20 years of experience serving the community. They have built a reputation for providing their clients with industry-leading solutions, world-class customer service, and access to a wide range of mortgage products and services. They bring a new flavour to mortgage brokering and are proud to offer big-city perks to smaller communities across BC.

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REAL ESTATE INVESTMENT, ASSET MANAGEMENT

Cross River Bank and Paymints.io Collaborate to Modernize Real Estate Transactions with Secure Payment Infrastructure

Businesswire | June 01, 2023

Cross River Bank (“Cross River”), a technology infrastructure provider that offers embedded financial solutions, today announced its strategic partnership with paymints.io, a Software-as-a-Service (SaaS) platform to for real estate payment transactions. This collaboration marks a significant milestone in transforming the way stakeholders in real estate transactions handle and control their funds. Initially launched with two payment rails, ACH (including same day ACH), and wires, the partnership gives stakeholders unprecedented transparency and security to the entire payment process to further the mission of eliminating paper checks and reducing fraud for partners and customers. "As a leader in modernizing payments, we are thrilled to join forces with paymints.io to transform the real estate payment landscape," said Keith Vander Leest, Head of Payments at Cross River. "By combining our expertise in payments, compliance, and financial technology, with the paymints.io team’s deep expertise in real estate, property and title insurance, we are advancing the way funds are handled in real estate transactions and ensuring a seamless and secure experience for all parties involved. It’s niche B2B verticals, like real estate, that have outdated payment processes which are ripe for innovation. These verticals are where Cross River works with partners, like paymints.io, to drive better, more efficient payment experiences." The partnership between Cross River and paymints.io provides stakeholders involved in real estate transactions - including buyers, sellers, agents, and escrow holders - with a revolutionary payment platform that enables them to move money swiftly, conveniently, and in line with their individual preferences. By leveraging Cross River’s API technology with the paymints.io platform, this innovative partnership offers streamlined payments, expanded payment options, and enhanced visibility—at all touch points, from earnest money deposits to funding and disbursements. Stakeholders on the paymints.io platform can track funds in real-time, verify transactions, and enjoy a heightened sense of security and trust throughout the entire real estate transaction journey. “The innovation of digital payments for real estate is still at the early stages,” says Jason Doshi, CEO of paymints.io. “And our partnership with Cross River enables us to continue to build the modern payment experience the real estate industry so desperately needs to make the transfer of funds as safe, convenient, and secure as possible.” The innovative partnership between Cross River and paymints.io represents a groundbreaking step towards modernizing real estate transactions, ultimately delivering a superior experience for all involved parties. The partners look forward to adding additional payment capabilities in the future for access to all payment rails within a single platform. About Cross River Cross River provides technology infrastructure powering the future of financial services. Leveraging its proprietary real-time banking core, Cross River delivers innovative and scalable embedded payments, cards, and lending solutions to millions of consumers and businesses. Cross River is backed by leading investors and serves the world’s most essential fintech and technology companies. Together with its partners, Cross River is reshaping global finance and financial inclusion. Member FDIC. Find out more at www.crossriver.com. About Paymints.io Paymints.io is a venture-backed, SOC 2 Type II certified, digital payments solution focused on elevating the payment experience in a real estate transaction. Automating payments and modernizing the B2B and B2B2C experience allows real estate industry participants to reduce its dependency on the costly, manual process of handling and processing paper checks. The platform offers a variety of payment solutions including earnest money deposit, cash to close as well as client and vendor disbursements securely - without having to expose and share account numbers and routing information. In 2022, paymints.io was awarded HousingWire's Tech100 Real Estate Award for the second consecutive year and in 2023 awarded the Electronic Transaction Association Top 10 Payments ISV. For more information on paymints.io, visit http://www.paymints.io.

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