Rachel Lefler, Demand Gen at Atlassian, has spent years deep in ABM and campaign strategy, and her hill to die on is simple: stop taking sales target accounts and dumping them into ad campaigns. Recorded live at Breakthrough in Las Vegas, she makes the case for campaigns that change based on real-time signals.
And, Rachel breaks down how she builds dynamic account lists by combining keyword searches, third-party research, and website activity, plus the three things every account needs before it reaches a rep: a clear picture of the buying committee, real contact info, and real activity from the last three months.
Plus, Rachel explains why the funnel is quietly getting more anonymous, why holding leads back can make sales outreach land better, and how prospecting days with cash prizes and leadership buy-in get SDRs calling Marketing’s leads.
If you’re a Marketer who wants to build campaigns that keep up with your buyers and actually get sales on board, this is the episode for you.
6sense’s 2026 B2B Buyer Experience Report shows how buying groups make up their minds long before they ever talk to a seller, and why LLMs have far less influence on their decisions than you’d think. Visit https://6sense.com/buyer-experience-report-2026 to get the latest research.
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Daniel is a Workweek friend, working to produce amazing podcasts.
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