Why Your Hottest Accounts Aren't Buying

AI tools sound confident even when they're wrong. Kelly Hopping, Chief Marketing Officer at 6sense, explains where that missing context breaks go-to-market execution. She unpacks how account scoring models miss buying signals, why intent data needs human judgment layered on top, and what marketers should check before trusting an AI-generated account list. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit ihereverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro, and joining me today is Kelly Hopping, six-time CMO and the current Chief Marketing Officer at Six Sense. This week, we're talking about how AI is confidently wrong and where AI's missing context impacts go-to-market organizations and what marketers need to do to fix the problem. Okay, Kelly, I want to move on to our lightning round where I'm going to ask you a few questions about your career and experience as a marketing leader. Are you ready?

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  I'm ready. Hit me.

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  All right, here we go. Your book, Rising, is about staying true to yourself as an executive. Which piece of advice do you struggle to follow?

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  Continuing to follow the business. I think there is, I have a big passion for being a business athlete. Like, I believe, especially as marketers, we get typecast pretty quick that we're the, like, the creative people or the pretty pictures, or we make, you know, fluffy things happen. When the reality is, is that, you know, I pride myself on sort of being a business athlete, and I think that sometimes, though, there's so much marketing stuff to do that I struggle sometimes. I'm like, I'm so buried in all the things we need to do from a marketing perspective that I haven't studied the P and L. I haven't gotten involved in these strategic product discussions. I haven't been a part of, like, our M and A chats. I'm like, and I have to, like, force myself to rise up to be like, wait, I have hired great people to run marketing.

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  I need to now contribute at the executive level as an athlete. I know it's the right thing to do. It's the advice I give young marketers all the time. Listen to an investor call, listen to, like, listen to the earnings call, read the P and L, understand what it means, look where the hockey puck is going and skate to it. All those things, but, but the day-to-day of being buried in the business is, sometimes that's harder.

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  I don't think you're alone in that. I'm a marketer by trade and by career, but my title is CEO of I Hear Everything, and I have to stop myself from marketing to then go actually act as the CEO and make sure that the rest of the organization is still functioning. That wraps up this episode of the Martech Podcast. Thanks for, Kelly Hopping, the Chief Marketing Officer of Six Sense, for joining us. If you'd like to contact Kelly, you could find a link to her LinkedIn profile in our show notes or on martechpod.com, or you could visit her company's website, which is sixsense.com. That's the number six, S-E-N-S-E dot com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or visit us on YouTube.

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  We'll be back, and we'll be back in your feed every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.