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Podcast Episode 6 Lantane Conant

CX Confessions | Episode 6


Connecting and Creating Community for Amazing CX

If you’re a CMO, you’re probably immersed in cold calls, spam, and forms. Unless you’re Latané Conant. In this episode, we dive into how Latané, as the CMO of 6sense, makes this a reality in her organization.

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Here’s what we talked about

Latané Conant tells us how she approaches creating a community for great customer experience. You don’t want to miss these important topics:

  • How she uses events as part of her CX strategy

  • How she maps the sales journey from the prospect’s perspective

  • Why she doesn’t believe in cold calls, spam, or forms

  • The “dark funnel” and her four rules of relevance

  • The most important data to consider as you build your tech stack

Podcast Episode 6 Lantane Conant

Meet Latané,

Chief Market Officer at 6sense

Latané Conant is the Chief Market Officer of 6sense and author of the bestselling book, “No Forms. No Spam. No Cold Calls”. She’s passionate about empowering marketing leaders to confidently lead their teams, company, and industry into the future. Latané is laser-focused on leveraging technology and data to build marketing programs that result in deals, not just leads. She’s known across the industry for her creativity, competitiveness, and boundless energy.

As humans, we have a fundamental need to connect. And so part of the experience is the connecting. And the more alike the community is, the more value they get out of connecting.

— Latané Conant

A lot of leaders say, ‘Don't sweat the small stuff, never sweat the small stuff.’ We sweat the small stuff. When a program comes together, the fact that every bit is branded and consistent... all those little things come together to make it a real thing versus just another program.

— Latané Conant

I think that the best thing you can do if you want to create community is to try to make it as alike as possible and help them find people that they really identify with that would be hard for them to find somewhere else.

— Latané Conant

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  • Episode Transcript

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