Revenue Makers

Hosted by 6sense

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Latest episode

Nov 2025

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EN-US

About the show

There's so much noise when it comes to marketing and sales strategies, and it can be hard to differentiate between the junk and what will actually drive impact. We’re here to help make sense of the nonsense. Through conversations with other revenue leaders, we’re going to explore the projects and campaigns they’ve executed to drive their business forward. Whether mundane or illogically ridiculous, we’ll share key insights as we break down how, and why, they were successful in making revenue. Proudly brought to you by 6sense, let’s make sense of the strategies others have tried so you can be one step ahead of the rest.

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60 recent

November 11, 2025Episode 8125 min

LinkedIn Ads Geek Out Session

When precision meets passion, LinkedIn advertising takes off.In this episode, AJ Wilcox, founder of B2Linked, joins Adam Kaiser to discuss what's new and what’s next for LinkedIn Ads. AJ shares how years of managing campaigns for some of LinkedIn’s biggest advertisers shaped his approach to targeting, measurement, and ROI. He zooms in on how improved reporting tools and better-quality data are helping marketers shift budget from search to social with confidence.He’s helping brands rethink LinkedIn strategy, avoid costly pitfalls, and use personalization and thought leadership ads to connect more authentically, proving that when it comes to B2B, relevance always wins.In this conversation, you’ll learn:How B2B marketers are shifting ad spend from search to LinkedIn for higher-quality leadsWhy personalization and thought leadership ads are driving the next wave of performance on LinkedInHow to avoid the five most common (and costly) LinkedIn Ads mistakesWhy understanding LinkedIn’s new measurement tools is key to proving ROIJump into the conversation: (00:00) Introducing AJ Wilcox (01:09) How AJ built B2Linked into a LinkedIn-only agency (02:18) Why LinkedIn delivers unmatched lead quality for B2B marketers (03:41) How budgets are shifting from Google to LinkedIn (05:10) Building a full-funnel LinkedIn strategy that drives conversions (07:00) How LinkedIn’s new Revenue Attribution Report changes ROI tracking (09:10) Using third-party data like 6sense to boost targeting precision (12:00) The five most common mistakes marketers make on LinkedIn Ads (15:57) Improving conversion tracking with LinkedIn’s Conversion API (18:53) The rise of thought leadership and personalized ad formats (21:00) How to scale your LinkedIn strategy efficiently (22:46) The most ridiculous request AJ’s ever experienced

November 5, 2025Episode 8021 min

The Marketer’s Guide to Finance-Led Ops

When marketing meets finance, the data gets real.In this episode, George Samaras, Head of Marketing Operations at Ataccama, joins Adam Kaiser to zoom in on what happens when marketing ops reports directly to the CFO.George explains how being part of the finance org reshaped his view of marketing metrics, moving from campaign performance to pipeline impact and revenue accountability. He also outlines how Ataccama’s RevOps model unites marketing, sales, and customer success around one shared source of truth for better GTM visibility.You’ll hear how he’s helping bridge the gap between creative strategy and financial outcomes, what he’s learned about efficiency from the finance lens, and why marketers need to start thinking in terms of dollars, not just engagement.In this conversation, you’ll learn:How sitting under finance changes the way marketing ops measures successWhy marketers should frame results around revenue generation or cost savingsHow RevOps alignment improves data visibility and decision-makingWhy financial fluency is becoming a must-have skill for modern marketersJump into the conversation:(00:00) Introducing George Samaras(01:03) Why marketing ops now reports to finance at Ataccama(03:57) How financial alignment changes marketing measurement(05:49) Evaluating MQLs, pipeline, and event ROI(07:14) How AI and SEO shifts are impacting acquisition strategy(08:14) Attribution challenges and in-house solutions using Salesforce and 6sense(10:02) Lessons from sitting under the CFO’s org(11:17) How finance influences marketing budgets and ROI analysis(13:30) Why marketing ops needs to think like finance(14:51) Acting as “Switzerland” between marketing and finance(16:35) How shared data builds credibility for marketing(18:17) The most unrealistic request George has ever received

October 22, 2025Episode 7920 min

A Guide to Competitive Takeout Campaigns

Most deals are won long before the competition even shows up.In this episode, Meg Noonan, Senior Manager of Global Campaigns at Bugcrowd, joins Adam Kaiser to discuss how her team runs competitive takeout campaigns that get ahead of rivals before they make a move.Meg zooms in on how Bugcrowd uses intent data to spot competitors early, reach out first, and craft messaging that focuses on solving buyer pain points and not tearing others down. She explains how third-party reviews and customer testimonials back up every claim, and why thoughtful enablement is key to helping sales teams execute with confidence.In this conversation, you’ll learn:How competitive takeout campaigns win when paired with a strong content strategyHow intent data helps spot competitors and prospects earlyWhy pain points and proof outperform competitor bashingWhy reaching out first can be the dealmaker in competitive salesJump into the conversation: (00:00) Introducing Meg Noonan (02:02) How intent data helps identify competitors and key opportunities (04:35) Crafting messaging that focuses on buyer pain points vs. competitor bashing (07:00) The role of testimonials and hard data in competitive takeout campaigns (10:04) Mapping content to the buyer’s journey from awareness to decision (12:15) Key lessons from successful competitive campaigns at Bugcrowd (16:04) Advice for teams hesitant about launching competitive takeouts (18:35) Meg’s experience with luxury retail and a Chinese delicacy

October 8, 2025Episode 7830 min

The CMOs Guide to AI Search

Half of today’s B2B buyers are now starting their journey inside an LLM instead of Google.In this episode, Sydney Sloan, Chief Marketing Officer at G2, joins Adam Kaiser to unpack how AI is reshaping the buying process and what that means for marketers. She shares insights from G2’s latest buyer behavior study, including the rapid rise in LLM adoption, and explains how the shift from SEO to what she calls “answer engine optimization” is changing where and how brands show up.Sydney also breaks down how G2 is adapting its content and review strategies to meet this new reality, why integrating review generation into the product experience is a winning formula, and what leaders can do to keep pace in an AI-first world. From redefining KPIs to rethinking website design, she highlights the competitive advantage of acting early and building trust where buyers now start their search.In this conversation, you’ll learn:Why 50% of buyers are starting their search with LLMs instead of GoogleWhy review strategies and user-generated content are critical in the “answer economy”How marketers can adapt content, KPIs, and websites for an AI-first buying journeyHow AI-driven buyer behavior is shortening sales cycles and shrinking vendor shortlistsJump into the conversation: (00:00) Introducing Sydney Sloan (03:09) Buyer behavior shift from Google to LLMs (06:50) Decline of SEO and rise of answer engine optimization (09:34) Building content strategy around jobs to be done (14:46) New review strategies including AI voice reviews (20:58) How leaders can adapt go-to-market strategies in an AI-first world (27:52) Fun career stories

October 1, 2025Episode 7727 min

Brave Marketing in the Age of AI

When AI cranks out faster campaigns and copycat content, brand and creativity are your only edge.In this episode, Bruno Bertini, Chief Marketing Officer at 8x8, joins Adam Kaiser to share how his team launched ‘The Power of You’ campaign, a bold brand play that put customers at the center and proved that AI can amplify creativity rather than dilute it.Bruno walks through the thinking behind the rebrand, why differentiation in SaaS can no longer rely on product alone, and how 8x8 used AI-powered production to create customer stories that were fun, emotional, and memorable, all while cutting through a crowded B2B space.In this conversation, you’ll learn:Why 8x8 chose to differentiate through brand instead of productHow ‘The Power of You’ campaign put customers in heroic roles while telling authentic storiesWhy AI lowered production costs and expanded creative possibilitiesHow brave marketing can help B2B teams build human connection and stand outJump into the conversation: (00:00) Introducing Bruno Bertini (01:55) Understanding 8x8 (04:38) Rebranding and differentiation through marketing (07:01) The Power of You campaign: Concept and execution (13:49) Customer reactions and AI integration (16:58) Campaign results and impact (19:29) Future plans and expanding the campaign (22:32) Advice for marketing teams: Be brave

September 17, 2025Episode 7624 min

The Website is Dead. Long Live the Website!

The website isn’t dead, it’s evolving into something far more powerful. In this episode, Avishai Sharon, CEO of Trendemon, joins Adam Kaiser to explore how B2B companies can transform their websites into engines of personalization and buyer engagement. Avishai zooms in on why websites are an underutilized goldmine of signals, how to distinguish between page-level and journey-level personalization, and what it really takes to create an “always-on” experience that adapts to buyers in real time. He explains how AI and LLM-referred traffic are reshaping digital journeys, why informed visitors convert at higher rates, and what marketers can do to both influence buyer perceptions and educate the engines themselves. In this conversation, you’ll learn:Why the website is still central to buyer engagement and how it’s shifting from static to active roleThe difference between page-level and journey-level personalization, and why the latter matters most for scaleHow to map and segment content assets to align with industries, personas, and buying stagesWhy LLM-referred visitors behave differently and how to optimize their experienceJump into the conversation: (00:00) Introducing Avishai Sharon (01:14) The myth of the dead website (01:31) Understanding website personalization (01:56) Leveraging signals for better engagement (02:46) The role of the website in buyer journeys (03:40) Challenges and opportunities in signal utilization (08:41) Page level vs. journey level personalization (12:00) Mapping content to buyer personas (14:13) Always-on marketing strategies (16:36) The impact of AI and LLM traffic (18:12) Addressing misconceptions and optimizing buyer experience

August 13, 2025Episode 7522 min

75 Episodes and AI Trends This Year

Reaching the 75th episode is more than a milestone, it’s a moment to look back at the evolving world of marketing, AI, and what’s next for revenue leaders. In this episode, Adam Kaiser and Saima Rashid reflect on the impactful conversations they've had with guests over time. From AI-driven marketing to human-focused sales tactics, they share key moments that have shaped the show.Adam and Saima highlight memorable episodes, including their conversations with Seth Godin, Leah Davidson, and Tricia Gelman. They zoom in on the evolving role of AI in B2B marketing, including the rise of zero-click search and the implications for SEO strategies. In this conversation, you’ll learn:How AI is transforming marketing and sales strategiesWhy AI fluency is now a must for marketing teamsThe impact of zero-click search on SEO and content strategyHow CMOs are adapting to AI-powered workflows and processesJump into the conversation: (00:00) Introduction (01:07) Pop culture and podcast milestones (03:01) Memorable guests and episodes (03:17) Seth Godin's impactful insights (04:25) Sales and marketing alignment (07:07) The rise of zero click search (09:22) SEO in the age of AI (12:07) Content strategy for modern marketing (14:34) AI in organizational structures (20:54) A look back at the journey of growth and collaboration

August 6, 2025Episode 7438 min

The 5X Model for Leadership Excellence

PE-backed leadership comes with big expectations and big opportunities. In this episode, Samantha Allison and Taavo Godtfredsen, co-founders of AdvantageCEO and authors of The 5X CEO, join Adam and Saima to share how top-performing leaders consistently deliver 5X+ returns for investors. Backed by interviews with over 75 high-performing CEOs, their five-part framework reveals how leaders can beat the odds, scale smarter, and build enduring value. Sam and Taavo zoom in on the five pillars of the 5X model which are strategic clarity, scalable talent, relentless focus, disciplined execution, and energized culture, and how each one plays a critical role in driving performance during the high-stakes hold period. In this conversation, you’ll learn:Why 50% of PE-backed CEOs don’t make it through the hold period and how to be in the other halfHow to connect every role to the investment thesis and value creation planWhat “relentless focus” looks like in action How to scale yourself and your team without burning outJump into the conversation: (00:00) Introducing Taavo Godtfredsen and Samantha Allison (05:41) The 5X Model (08:56) Adapting to PE ownership (15:41) PE firm's role in strategic planning (27:55) Scalable talent in action (30:51) Unique CEO stories (34:30) Combating burnout

July 30, 2025Episode 7322 min

A Guide to Building a Buying Group Strategy

Shifting to buying groups isn’t just a strategy change. It’s a cultural shift that touches everything from campaigns to content to measurement. In this episode, Yesica Schaaf, VP of Global Demand Generation Marketing at Veeam, joins Adam and Saima to break down how her team made the leap from a traditional lead-based model to a fully operational buying group motion, and why ripping the band-aid was the best decision they made. Yesica shares the end-to-end transformation, starting with persona research and content mapping all the way through to building a new measurement model and redefining campaign execution. She also explains how Veeam is treating AI not just as a content tool, but as an actual member of the buying group and what that means for the future of marketing strategy. In this conversation, you’ll learn:Why Veeam shifted to a buying group model and how they got startedHow they identified and filled content gaps across personas and the buyer journeyHow they evolved their measurement model, including buying group scoring and attributionWhy AI is now considered a “persona” in their buying groupsJump into the conversation:(00:00) Introducing Yesica Schaaf (01:13) Transition to B2B buying groups (02:01) Case study introduction (05:22) Initial strategy and personas (07:21) Content mapping and gaps (11:48) Execution with 6Sense (13:24) Cultural and measurement changes (15:05) Implementing new technologies (17:55) Lessons learned from the transition (19:41) Future of buying group engagement

July 2, 2025Episode 7236 min

Leading an AI-First Marketing Org

Imagine integrating AI into your marketing strategy to automate workflows and drive measurable results across your team.In this episode of Revenue Makers, Rachel Truair, CMO at Simpro Software, shares her experience of embedding AI within her marketing organization. Rachel talks about her team’s shift from initial AI experimentation to fully operationalizing AI. She highlights how AI is now embedded in everything her team does, from optimizing workflows to building better customer personas. She also gives practical examples of how AI tools are transforming processes, increasing efficiency, and enhancing customer insights. In this conversation, you’ll hear about:The cultural shift required to adopt AI across marketing teamsHow AI is used to automate workflows, campaigns, and inbound outreachThe importance of data-driven decision-making and how AI supports this processThe role of AI in voice of the customer initiatives and digital twins for persona-buildingJump into the conversation: (00:00) Introducing Rachel Truair (01:37) The importance of AI experimentation (03:42) From foundational to operational AI (05:32) Cultural shifts and AI integration (07:55) Voice of the customer and digital twins (17:03) AI in content creation and SEO (19:17) Building a competitive moat in AI search (23:38) Experimentation and team dynamics (24:39) AI-Driven campaigns and web strategy (29:11) Automating outbound and inbound outreach