Signals, Strategy, and Success
By Saima Rashid, SVP of Marketing & Revenue Analytics at 6sense
5 Tactics EMEA Revenue Teams Can Use to Modernize Growth
If you’re an EMEA-based marketing, sales, or revenue leader, you’re no stranger to complexity. Multiple languages, diverse markets, tighter data privacy rules, and evolving buyer behaviors make modern go-to-market execution a different kind of challenge here.
But challenge also means opportunity — especially if you know where to focus. On the heels of 6sense Inspire UK where were were joined by 300+ brilliant marketers last week, I wanted to share five practical tactics that are helping EMEA teams modernize their growth strategy. These aren’t theoretical — they’re grounded in what we see working across the region, in our own team and among our customers.
Here’s what’s working:
1. Prioritize the Right Accounts Using Intent Signals
Intent data has become the backbone of modern go-to-market strategies — it’s what separates educated guesses from informed decisions. When used well, it fundamentally shifts your GTM strategy from reactive to proactive.
Whether you're working with a small field team in Germany or launching a pan-European campaign, knowing which accounts are actively researching your solution lets you focus on the opportunities that matter most.
Intent data can come from a mix of sources: first-party website visits, third-party intent signals from platforms like Bombora or G2, and engagement across your owned channels. The trick is to bring all of that together to build a living map of where your buyers are in their journey.
Start simple: Build a target list of in-market accounts using behavior signals (like keyword surges, website visits, and product research). Then, align your campaigns and outreach to meet that interest with relevance. Don’t just send another generic nurture stream — send content, outreach, and offers that speak directly to the signals they’re showing.
Expereo, a global managed services provider, used 6sense to transform its marketing strategy and achieved an overall 6x increase in opportunity value. The goal is to be part of the conversation when buyers are looking — not just when you're ready to talk.
2. Ease Into AI to Guide Next-Best Actions
AI can feel big. But the most successful EMEA teams I work with aren’t starting with massive transformations. They’re starting with one smart use case and building from there.
Predictive account scoring is a great first step. Use AI to automatically rank your target accounts based on likelihood to convert — and route the highest-opportunity accounts to your sellers.
The key is to remove friction. Many revenue teams spend hours debating account prioritization. AI can eliminate the guesswork and free up time for higher-value activity.
One London-based 6sense customer, Vertiv, began their rollout with a focused pilot called Project Opera, designed to prove the impact of data-driven account prioritization. By using 6sense AI to identify in-market accounts and align sales and marketing around a shared list, they launched a coordinated outreach effort that unlocked $1 million in pipeline in just four weeks. It was a small, intentional starting point that helped them build confidence in a new, insights-led approach — and it set the foundation for broader adoption.
And that’s the point: AI doesn’t need to be complex to be powerful. It needs to be embedded in your workflow — whether that’s surfacing insights in your CRM, powering next-best actions in your orchestration tools, or guiding follow-up after a campaign. If your AI isn’t helping your people take action, it’s just another tool.
3. Personalize at Scale — Without Burning Out Your Team
EMEA teams know the pain of personalization. Multiple languages. Diverse buyer personas. Limited resources. But relevance is non-negotiable.
Today’s buyers expect you to show up with context. That means tailored messaging, industry-relevant examples, and localized experiences. But doing that across markets can quickly become unmanageable.
The solution isn’t more content. It’s modular content.
Start by creating flexible templates and asset libraries: Think base messaging blocks that can be dynamically inserted or localized depending on account type, industry, or buyer stage. Pair that with dynamic segments that adjust automatically based on buyer behavior.
Another option: AI Agents that personalize content and interactions to individual buyers based on buying stage, persona, industry, geo, etc.
Mission Cloud used 6sense's AI Email Agents to automate and personalize follow-up conversations with leads. Their team trained the AI to reflect the tone, voice, and style of their human BDRs, and configured the agents to respond based on specific buyer behavior and attributes. These personalized email threads mimicked authentic human outreach, referencing relevant products, challenges, and industry trends based on real-time signals. As a result, Mission Cloud saved over 150 hours of manual effort while maintaining the quality and relevance of their communications.
The personalization felt custom. But the execution was scalable.
Bonus tip: Use signal data to trigger outreach and personalize based on what buyers are actually doing. If a target account has been consuming a lot of content around sustainability in supply chain, that’s your hook. Let their behavior dictate the message.
4. Align Around a Revenue Scorecard
If marketing and sales aren’t using the same definitions of success, they’re not aligned — they’re just parallel-processing.
A shared revenue scorecard is one of the most effective ways to operationalize alignment. At 6sense, we recommend starting with a small set of shared KPIs:
Use these metrics to run monthly account reviews. Get marketing, sales, and customer success in the room. Talk about which accounts are moving, which are stuck, and what the plan is for the next 30 days.
This kind of structured collaboration transforms go-to-market from a hand-off to a partnership. And it builds confidence across the org that the strategy is working.
5. Prove Quick Wins and Build Buy-In
I’ve worked with a lot of teams in EMEA who are sold on the strategy but still need to convince their leadership to invest in new tools or processes.
The best way to do that? Deliver quick, credible wins that show traction.
Instead of trying to launch a full ABM program across 50 accounts, start with 10. Apply intent filters, prioritize based on fit, run a small, orchestrated play, and track the impact: meetings booked, pipeline created, engagement lift.
Package those results in a clear business case. Show the before and after. What changed? How fast? What’s the upside if we scale?
A clear success story can help you get buy-in to expand your efforts. Success scales when it's visible. And early momentum builds trust for bigger bets.
Modernization Doesn’t Require Reinvention
You don’t need a complete overhaul to drive better results. You need the right insights, the right signals, and a few smart plays to build momentum.
What I’ve seen from working with EMEA teams is this: the appetite for change is real. The challenge is knowing where to start. That’s where these five tactics come in.
Begin with one. Run a pilot. Prove impact. Build the business case. Then scale.
And if you want to see how other EMEA teams are doing exactly that, head over to https://6sense.com/blog/inspire-uk-2025-recap/ for a recap of 6sense Inspire UK.
Catch our EMEA specific Buyer Experience report here https://6sense.com/science-of-b2b/2024-european-b2b-buyer-experience-report/
All sessions from Inspire have been posted in RevCity https://revcity.6sense.com/, and we’ll continue sharing stories, strategies, and plays that work — in your markets, with your challenges, and your goals.
Customer Success & Growth Leader | Scalable CS Strategies for Tech Startups
4moLove the rec to use AI to Guide Next-Best Actions - this is a big area of opportunity that's underutilized today and can save a teams a tremendous amount of time. Especially when you have a lot of accounts, it's natural to forget important context. Reviewing account notes manually takes a lot of time, but AI can do it in a heartbeat
Fractional CMO for SMB B2B tech Companies - Insights | Strategy | Execution
4moSaima, this is an excellent tactical framework! I'd add a few perspectives for resource constrained teams: - On Intent Data: we've learned the hard way that understanding the why behind intent is game changing. Last year, we had high engagement that went nowhere because we were chasing curiosity, not genuine buying signals. Now I combine intent data/signal data with real-time engagement to ensure we're hitting accounts when they actually need us. - Starting Small: I love your "start with 10 accounts" approach. I actually go even leaner, 3-5 accounts with one focused play. It's about building confidence and proving value before we scale up. - Personalization Reality: I've found that true personalization goes way beyond dynamic content. It's about addressing the real emotional drivers, those 2 AM worries about making the wrong choice or the pressure to show ROI. Same intent signal can mean completely different things. My Quick Win: I use what I call a "Signal + Context" approach: - High intent + Business pressure = Jump on it immediately - High intent + Just exploring = Nurture with education - Medium intent + Known pain point = Lead with problem-solving This kind of practical guidance is exactly what we need more of!