RevCity London – 1 May 2025

Gilroy welcomed 6sense customers across SaaS, fintech and insurtech sectors to this quarter’s event and have compiled a summary of the key discussion points, cross-team collaboration suggestions and tips below.

The afternoon focused on three key themes:

1. 6sense Product Features & Roadmap

Intelligent Workflows - Audience, Data & Conversational Email.

Moderated by Brittany Meakin, Activation Director & GTM Planner at Gilroy, this discussion began with an overview of the newest platform products and features.  

From Intelligent Workflows launching in March, bringing data management and omnichannel engagement into a single canvas to enable more efficient, targeted campaigns to the latest in conversational email automation, attendees gained insight into use cases for leveraging the new features and training now available to simplify campaign orchestration.  

This discussion led into some of the challenges individuals are experiencing with the platform around data availability, especially in European markets in comparison to the US and working from a finite target account list and not being able to leverage ICP in some sectors, such as Insurtech. Attendees exchanged tips and tricks with some experiencing similar challenges, such as ensuring not too many restrictive filters were layered on segments to ensure audience scale. The in-room 6sense customer success managers also reminded the audience the platform allows you to create custom 6QAs, which allow you to tailor the criteria for what constitutes a highly qualified account based on your specific needs.

2. Full-funnel Content strategies

Personalisation, scalability and the dilemma of ungating vs. gated content.

Gilroy Strategist & GTM Planner Bex Howie led a timely discussion around aligning content to the full spectrum of the buying journey, awareness through to purchase. Attendees exchanged experiences on the challenge of creating scalable, stage-relevant content that truly speaks to buyer intent signals.  

The session sparked the interesting debate between ungating (form fills) and gating (making it freely available) across your site. Attendees shared their business case strongly in favour of ungating content. Here are the key points:

1. 6sense allows us to move away from the notion of traditional MQLs by de-anonymising web traffic, providing valuable insights into visitor behaviour without the need for form fills.
2. Ungating content removes the barrier for more people to access and consume content increasing visibility of what high-intent users are demonstrating surging interest across your website.
3. Using de-anonymised data still allows you to prioritise marketing and sales efforts leveraging 6sense.
4. Leveraging flexible gating allows you to place lead capture forms at various points within your content which is a helpful way to balance user experience with lead generation where it would be high value.

‍

In addition, it was great to have Ben McGill, EVP Strategic Business Development at Turtl join the session and discuss how the integrations and capabilities of their platform are improving the capabilities for B2B marketers from a content and data perspective.

3. Sales-Intelligence & 6QA follow-up

Sales intelligence adoption, 6QA reporting and custom 6QAs.

The final panel, moderated by Scott Pearson, Gilroy’s Senior Account Director for Client Success, tackled the integration of 6sense insights into sales activation.  

This conversation delivered a lot of contribution in the room from customers who have spent the last 16 months perfecting their collaboration with sales. The key tip shared was to have a clearly defined 6QA process that will enable sales to action - keeping it simple and not overly engineered to find hot and hot new prospects in region where accounts are showing 6QA status.  

For those who were new to onboarding or in their infancy of integrating the platform into their business processes it was recommended that they initially roll-out with a ‘Tiger team’ (a smaller group of motivated, proactive BDRs) that can focus on quick wins rather than an initial global rollout, celebrate wins with a gamification leaderboard that keeps things competitive.  

The event closed with networking and drinks under the rare gift of sunshine in central London. Beyond the discussions, RevCity served as a reminder of the vibrant, forward-facing community built around 6sense and its partner ecosystem.

Want to discuss further how to optimise your existing 6sense set-up or require additional support on maximising your GTM strategies through 6sense?  

Get in touch with Gilroy’s team of strategists and 6sense campaign specialists.

beglorious@gilroy.co.uk

We hope to see you at the next RevCity!