Trade the traditional marketing funnel for the account-based marketing funnel With the traditional marketing funnel, you want to cast as wide a net as possible to ultimately filter through and engage with qualified leads. Not so with the account-based funnel, in which you flip the traditional funnel and start by focusing on that smaller pool of qualified accounts and tailor your marketing efforts to those individual accounts (and moreover, their buying teams). At 6sense, we developed our own version of the account-based funnel that revolves around 6QAs. This funnel might look familiar — it’s a tip of the hat to SiriusDecisions’ Waterfall Demand Unit Funnel. Why the change? Because B2B buying has changed. Now that buyers spend the bulk of the purchase journey researching anonymously, sales and marketing can only successfully engage buyers by identifying that anonymous behavior, and then delivering targeted content and outreach to meet buyers where they are in the cycle. When you start with leads that are….well, junk, then your result will be similar. Starting out with a qualified account supercharges your sales velocity formula. To help put this in real terms, 6sense commissioned a study with Forrester to quantify the benefits of an account engagement approach. The study showed that passing a qualified account to sales resulted in leads that convert at a 75% higher rate, have a 50% higher win rate, and 40% faster cycle time. The study also produced a framework for you to see the benefit to your business. You can see a few example results from the 6sense Value Analysis (6VA) below, and you can create your own analysis here. 6sense.com | (415) 212-9225