6SENSE

6sense is a leading Revenue AI™ platform that helps B2B organizations optimize their sales and marketing efforts by using AI and predictive analytics to identify, engage, and convert high‑value accounts throughout the buyer’s journey. The platform powers highly targeted account-based strategies, enabling marketing and sales teams to prioritize in‑market accounts, orchestrate personalized outreach, and accelerate pipeline velocity.

Events sit at the center of that strategy. From a flagship customer conference for thousands of attendees to third‑party trade shows like Dreamforce and Adobe, 6sense’s ABX go‑to‑market team runs a mix of large conferences, mid‑sized shows, and intimate one-to-one and one-to-few experiences like wine tastings and custom activations designed to move high‑value accounts deeper into the funnel. “As a revenue AI platform, we’re always thinking about how events drive pipeline, accelerate deals, and get us in front of the right buying committees at the right time,” explains Alura Roe, Director, ABX at 6sense. 

BACKGROUND & GOALS

Powering meetings as a driver of ABX growth at 6sense

Events are a core growth engine for 6sense, giving teams a chance to bring target accounts together with the right experts, deepen relationships, and turn intent signals into concrete opportunities. ​​Before implementing Jifflenow, 6sense struggled with managing and coordinating meetings for their global events as part of their ABX strategy. They relied on spreadsheets for scheduling, which was both time-consuming and prone to errors. Consequently, the team spent valuable time on administrative tasks, which negatively impacted productivity and the quality of attendee engagement.  

This included manually tracking table locations, rooms, and subject matter experts, managing each calendar invite individually, and having little visibility into the details of the meeting itself. This inefficient process led to missed engagement opportunities and a lack of visibility into meeting outcomes. “As our goals scaled, our old way of managing meetings at events just couldn’t keep up,” notes Alura. “Managing 500‑plus meetings on a spreadsheet is not anything I want to do — or anyone on my team wants to do — and it’s just not attainable.”

Like many field and demand generation marketers, 6sense’s ABX team was expected to grow their meetings without adding additional resources. Marketing leaders also wanted cleaner attribution from events to pipeline and revenue, faster speed-to-lead, and a consistent, high-quality attendee experience across the event lifecycle. Without clean data flowing into their CRM, it was difficult for 6sense to see which meetings actually converted into opportunities or prove that meetings were hitting the team’s target of 10x ROI.

Ultimately, the ABX team needed a single meeting automation solution that could orchestrate hundreds of meetings per event without spreadsheets, integrate cleanly with Salesforce and the rest of the martech stack, and provide real‑time data that marketers could use to prove event ROI. “As our company has grown, our events goal and meeting goal have skyrocketed,” Alura elaborates. “We needed a way to scale without burning out the team or our sellers.”

APPROACH

Evaluating the right meeting tech fit for a high‑velocity event program

As meeting and pipeline goals climbed, the ABX team launched a formal evaluation to replace spreadsheets with a scalable meeting automation platform. They compared multiple providers, focusing on their non‑negotiables: tight integration with Salesforce and their sales tech stack, a strong support system for rollout and adoption, and the ability to scale a single, centralized system for every meeting across their events program. 

With the support of Cvent’s Customer Success team, 6sense was able to implement the user-friendly tool quickly and efficiently. That support has been a key differentiator. “The CSM team at Cvent has been really helpful and supportive, along with the support team,” Alura says. Together, these teams ensure 6sense has a single, seamless tech solution that readily integrates with their martech stack.  

Today, Jifflenow creates simplified, automated scheduling and request workflows for 6sense. They use both self-selected meeting types and inbound request forms so meetings can be scheduled directly from websites, emails, or landing pages – reducing back-and-forth with meeting participants.

Within Jifflenow, teams can view available meeting rooms and capacities for streamlined scheduling. The ABX team can configure mandatory fields to capture meeting context, multiple requested time slots, support for time zones, and so on. Jifflenow automatically sends branded internal and external invitations with meeting objectives and logistics baked in so teams don’t waste time chasing calendar invites.

Alura’s team can also configure multiple meeting type options, such as one-to-one meetings, product demos, booth tours, and expert sessions. Approval workflows are tailored to 6sense’s specific requirements, and real-time visibility into meeting details give marketers the ability to nudge sellers for confirmations or reschedules before gaps appear in the onsite schedule.

Providing a marketer‑friendly experience with Jifflenow

Having one tool to use across events means 6sense is able to create a reliable and consistent process for their sales and marketing teams. Team members can access internal user profiles, availability, and specialties to map experts by topic, product, business unit, region, or other criteria. Requesters can also use executive briefings, meeting alerts, surveys, auto-check-ins, and enterprise-grade security within the tool.

Onsite, teams can quickly scan badges for seamless meeting check-in and automated reminders help reduce no-shows. If needed, rebooking requires a simple update directly within the tool, right at their fingertips. Feedback from internal teams has been incredible. “We’re taking the weight off not only my team, but my sales team’s plate,” Alura shares. “They can quickly go into a system they’re educated on, plug in meetings, understand who’s available, and immediately jump straight to the next thing in their queue.” 

In fact, they’re now able to comfortably manage 500+ meetings at a single event without sacrificing quality or control. “Now, Jifflenow enables us to efficiently manage events of all sizes, from small executive gatherings to large trade shows and conferences, and is a key component of our ABX strategy,” Alura summarizes.

Accelerating targeted follow-up with integrated data from Jifflenow and Salesforce 

Importantly, the tech stack now ensures alignment between sales, marketing, and event teams to enable better targeting and follow-up. “As a marketer, I wish people would understand the importance of lead quality versus quantity,” Alura notes. “Just looking at the number of leads scanned at a show is no longer the right metric for marketers. Taking it a layer deeper to understand which accounts are in your ICP and in various buying stages is critical.” 

The seamless integration means stakeholders can now efficiently track lead flow and monitor campaign performance, creating more targeted campaigns to expedite the sales cycle and ultimately boost conversion rates. “Everything for us flows into our Salesforce,” says Alura. “We’ve built custom fields based off of specific fields in Jifflenow to make sure meeting notes, meeting times, and meeting takers are all plugged in immediately. That’s critical for follow‑up.”

Sales and marketing teams now have real-time visibility into the impact of meetings within the sales pipeline, creating more efficient lead management, accelerating sales cycles, and increasing conversions. “This automation and data-backed approach with Jifflenow and Salesforce led to more impactful events, faster sales cycles, and a more efficient use of resources,” Alura confirms.  

RESULTS

From manual work to measurable impact: 6sense and Jifflenow

The entire 6sense go-to-market team now relies on Jifflenow to book and track meeting across their events program. For Alura, Jifflenow’s success comes from how effortlessly it supports both hosted and attended events. “ We've reverted from initially thinking just our trade shows would be in there to some of our one-to-few events,” Alura elaborates. “Because it's so seamless and integrates with our systems so quickly, our sales team is itching for it.” 

This has resulted in a 50% increase in Jifflenow use across 6sense’s larger events program. “It is critical that it is one tool and we use it across all of our events,” Alura explains. “Now, when there’s an onsite meeting that needs to be booked, it’s just a universal company phrase: ‘Is it in Jifflenow?’ That’s our source of truth for all things meeting automation.” 

She adds the impact in boosting high‑quality meetings has been clear for sales teams. “We’ve seen 78% growth in our meetings being booked, and I think a lot of that’s attributed not only to our team growth but to the sales team having a tool that’s easy to use at their fingertips,” she shares. Taking manual tasks and follow-up off the sales team’s plates has also given the team valuable time back. Meeting scheduling is now 85% faster, saving 42 hours (an entire workweek) for every 200 meetings booked. “Jifflenow has helped not only my team save time, but our sales team as well — which has been critical,” Alura elaborates. At peak events with 500+ meetings, those savings translate into days of regained productivity that the ABX team can redirect into more strategic targeting and segmentation, higher impact experiences onsite, and better reporting back to leadership to prove meeting impact. 

Seeing clear pipeline lift with Jifflenow at 6sense’s top‑tier events

By turning intent‑driven event audiences into structured, high‑quality meetings, 6sense has seen a significant lift in event‑driven revenue impact. At their core top-tier event, they’ve tracked a 51% increase in pipeline since implementing Jifflenow. Across the broader events program, higher meeting volume has led to better lead quality and follow-up, boosting impact and event ROI. “I don’t think we could get to where we are now with these much higher goals than we had four years ago without a tool like Jifflenow at our fingertips,” Alura says. “The pipeline growth we’ve seen from events and the fact that we’ve seen our lead quality skyrocket just wouldn’t be attainable on spreadsheets.”

She notes that the positive feedback and widespread adoption of a single, streamlined tool has benefited not only internal stakeholders, but attendees as well. “Feedback from both attendees and internal teams highlighted the improved efficiency and personalized experiences,” she says. “These results have reinforced the value of events at 6sense, driving greater visibility and recognition for our events program, while aligning closely with business goals.”

These successes mean 6sense teams can now focus on hitting more aggressive meeting and pipeline targets at must-win shows. “We make sure that anyone that’s coming in that’s new — if they’re being plugged in through Jifflenow — that they’re coming in as a lead in our Salesforce dynamically versus a rep having to go in and manually create that record,” Alura explains. Jifflenow has also changed how their internal teams think about meetings. “Reps no longer have to wonder where a meeting lives,” she adds. “If it’s an onsite meeting, it’s in Jifflenow.”

Because every meeting and attendee is synced back to Salesforce, reps can tailor outreach to actual conversations that happened onsite. Alura notes this has helped lead quality “skyrocket” and made it easier to prioritize accounts in later buying stages. “I think the push of meetings going straight into our CRM has helped reps identify and do follow‑up and find additional ways to multi‑thread within an account,” she notes. “The need for speed on follow‑up is so critical for events — you can lose traction quickly, and oftentimes people will talk to the first person who reaches out to them.”

LOOKING FORWARD

Continuing to raise the bar on event-led growth at 6sense with Cvent and Jifflenow 

For 6sense, the combination of higher‑quality meetings, richer data, and faster, more personalized follow‑up is what turns event investments into measurable, repeatable revenue outcomes. Jifflenow has become a cornerstone of 6sense’s ABX and event strategy across a growing portfolio of in‑person and hybrid experiences. 

Looking ahead, the team is exploring additional tools to further augment their event and martech stack as they continue to streamline the attendee journey from first touch to closed‑won revenue. “ I think for us, the next step is to understand what additional tools that we could start to adopt that integrate with our current tech stack that would be ways to make our team more autonomous and continue to have fewer manual processes,” Alura shares. 

In the meantime, Jifflenow will continue to be a cornerstone of their event and martech stack. “Events are truly an investment, and when you have the right data, the right audiences, and the right tools like Jifflenow, you can show the ROI and keep raising the bar on what your events deliver,” she says.