6sense’s Events Playbook - Part 1

Saima

At 6sense, our events are kind of B2B famous. Not only are they a blast to attend, they’re also meticulously crafted strategic opportunities for our prospects, customers, and our business.  

Whether it’s at one of our own events, like our customer conferences Breakthrough (US) and Inspire (UK), or our “Club6” at industry events like Forrester’s B2B Summit, 6sense’s events are legendary.  

Under the expert guidance of my friend and colleague EJ Oelling, our Account-Based Experience (ABX) team delivers memorable and impactful experiences that consistently drive significant pipeline growth — and get rave reviews from attendees. 

Many of those attendees want to know the secret to successful event strategy, planning, and execution. So today, I’m opening our playbook to share specific, proven insights from our own events that you can adapt and apply immediately to elevate your own events. 

Club 6 at Forrester’s 2024 B2B Summit provided a dynamic environment for meetings, learning, and unwinding for the 6sense community. 

Step 1: Data-Driven Audience Targeting 

EJ captures the essence of our approach simply:  

"Data plus experience equals pipeline."  

At 6sense, we start with precise audience selection. Based on the extensive data in our Signalverse, we drill down to determine exactly who we want to engage at each event. And then we build everything off of that. 

Real-Life 6sense Example 
Before every event, such as our exclusive Club6 experiences, we begin with detailed intent data analysis, identifying exactly which accounts are actively engaging with topics relevant to our business.  

For example, at Forrester’s recent B2B Summit, EJ’s team leveraged 6sense’s Sales Intelligence to identify not just the right companies, but the ideal contacts within those companies. Some were attending Summit; others lived nearby. The ABX team then worked with our BDRs, AEs, and CSMs to ensure they had all the relevant information they needed to invite these individuals to Club6 and other 6sense events taking place around Summit. This approach significantly boosted both the number and quality of the meetings booked at the event. 

How you can apply this: 

• Start your planning with a comprehensive review of your intent and engagement data to pinpoint exactly who your ideal attendees are. 
• Use location and persona-specific insights to refine and focus your outreach efforts, ensuring relevance and higher meeting attendance rates. 

Step 2: Strategic Personalization That Truly Resonates 

Personalization no longer means, “Hello [FIRSTNAME].” It means that every piece of content, every conversation, every ads, etc., is tailored to meet each buyer’s unique needs. One of the ways to do that is to analyze what keywords they're interested in so we can provide the information they need to move through the buying journey. 

Real-Life 6sense Example 
EJ’s team identifies keywords our target personas are researching and incorporates these insights directly into event invitations, email subject lines, content themes, and even session titles. This strategic use of keywords has driven record-breaking attendance and engagement rates at Club6. 

EJ emphasizes, “Keywords are such a key part of this. Use them in your subject lines. Use them in your emails. It’s a magic tool.” 

How you can apply this: 

• Analyze keyword engagement within your target audience to guide content development. 
• Reflect these insights in every attendee touchpoint — from invitation to onsite engagement — to ensure maximum relevance and impact. 

Step 3: Leveraging AI-Powered 6sense Email Agents 

Effective pre-event outreach and post-event follow-up are critical, but they can also be a huge time suck for sellers and marketers. At 6sense, we are able to scale personalized outreach enormously with the help of our AI-powered 6sense Email Agents. 

Real-Life 6sense Example 
Ahead of Breakthrough, our flagship customer event, EJ deployed our AI-powered Email Agent using our CMO Latané’s persona, to personally invite prospects and customers to the event. This netted a significant boost in open and response rates because, as EJ jokingly pointed out, “No one's going to open an email from EJ. But they're going to open an email from Latané.” The campaign resulted in immediate registration surges and higher-quality interactions. 

How you can apply this: 

• Incorporate AI-powered email communications into your event marketing to streamline outreach, personalize interactions, and improve efficiency. 
• Experiment with different sender personas to maximize engagement and response rates. 

Step 4: Exceptional, Curated Experiences 

At Club6, our exclusive event space, every detail — from the curated content sessions and comfortable networking spaces to personalized executive meetings — is intentionally designed to elevate attendee experience. Club6 is so much more than another networking space. It’s an immersive environment carefully curated to reflect 6sense's brand ethos and foster meaningful interactions — the epitome of “brand to demand.” 

Through expertly orchestrated engagements with subject matter experts and executives, Club6 ensures each attendee receives personalized attention and leaves with valuable insights and lasting impressions. 

Real-Life 6sense Example 
During recent activations, EJ’s team crafted tailored content and scheduled one-to-one meetings based on detailed attendee profiles, significantly enhancing the perceived value of these interactions and generating measurable pipeline impact. 

EJ explains, “We want to give attendees a VIP, exclusive experience.” 

How you can apply this: 

• Create exclusive spaces at your events designed specifically for intimate interactions between attendees and your internal experts or executives. 
• Customize event agendas and experiences based on individual attendee interests and previous engagement data. 

At the Boots, Bubbles, and Bourbon event, cosponsored by 6sense partner Qualified, VIP invitees were treated to an evening of music, food, and a pair of cowboy boots of their choosing. 

Stay tuned for Part 2!