?? 6sense's ABM Webinar Strategy That’s Breaking Records

Hey, Game Changer! ??

Most webinars? They’re forgettable. Low attendance, minimal engagement, and a lead list that goes nowhere.

But 6sense broke free from the boring B2B mold. Instead of treating webinars like one-off events, they turned them into a gamified ABM engine—one that didn’t just educate but actively accelerated pipeline and generated:

? 8,600+ registrations

? 11,000+ site-wide page views

? Millions in pipeline influenced How?

By designing a webinar strategy that acted as an ongoing ABM touchpoint, not just another marketing campaign. This week, Adam Kaiser and Victoria Squire ?reveal the playbook behind their "Level Up" webinar series and how you can apply it to drive real business impact.

[Watch the replay]

4 Insights from 6sense’s ABM-driven webinar playbook:

1. Make Webinars an ABM Play, Not Just a Lead Gen Tactic: Forget random sign-ups. 6sense?targeted in-market accounts using intent signals and engagement data, aligning webinar content to their buying journey.
2. Gamify the Experience to Drive Repeat Engagement: Instead of standalone sessions, 6sense turned their series into a progressive journey on their website. Every webinar was a new “level”, immersing their audience in the branded experience to drive repeat attendance and FOMO.
3. Make Distribution Your Superpower: Success wasn’t just about great content. They built a full-funnel promotion plan, using multi-touch email sequences, LinkedIn ads, speaker promos, internal sales enablement, and website placements to drive conversions before, during, and after the event.
4. Measure What Matters: MQLs don’t pay the bills. 6sense tracked?pipeline impact, deal velocity, and buying committee engagement—proving to internal and external stakeholders that Level Up wasn't just a branding play but a?growth driver.

“Most companies treat webinars as one-off events. We treat them as a continuous ABM touchpoint that nurtures, engages, and accelerates deals.” — Adam Kaiser, VP of Brand & Growth Marketing

[MARCH 12th] How do you drive post-webinar engagement by 80% through meaningful gifting? On March 12th, we're bringing the webinar gifting experts at Sendoso to the Game Changers Masterclass stage to share their playbook that helped them achieve:

?? +61% attendance rate

?? 43% boost in audience engagement

?? 80% increase in post-event response rates

?? 29% increase in deal velocity

Join ?? Katie Penner to learn how thoughtfully planned and personalized gifting can enhance attendee interactions, improve attendance, and shorten sales cycles... plus see the gifting right before your eyes!

[Register here]

NEXT UP ON GAME CHANGERS

[Feb 26th] Think Global, Act Local: Scaling Global Enterprise GTM with Local Relevance ?? Feat. Jade McQueen (翡翠) , VP & Managing Director, Media & Entertainment at Box

Register here

[Feb 27th] $0 to $20 Million: Top 5 Tactics for Sustainable Growth??? Feat. Erin May , CMO at User Interviews

Register here

[Mar 5th] The Impact of ABM & Building an Enterprise Strategy in just 5 months ??? Feat. Stefanie Nastou , CMO at AMS

Register here

See other upcoming Game Changers sessions, here.

?? Hot on Social

Atlassian 's billboard has LinkedIn fired up after Janky Patel shared a photo with their tagline "Content isn't for lead gen. Content is for trust gen." See what people are saying about it.

Cheers!

What's Sequel again?

Sequel.io is a webinar solution that allows you to host webinars and virtual events directly on your website to drive revenue by naturally put them in front of your brand & high-intent CTAs, collect more 1st party data, & engage your audience across the buyer journey. Get a personalized demo to learn more.