B2B: CAMPAIGNS & SPECIAL PROJECTS

6sense: ‘DUMP YOUR DATA VENDOR’ CAMPAIGN

Hutch conceived and wrote nearly every aspect of this successful (and very tongue in cheek) competitive takeout campaign.

The ’90s-themed campaign urged prospects to “dump” their current vendor in favor of 6sense’s solution. Leaning into the relationship concept, Hutch and his colleagues created a unique multi-channel experience. It included:

  • A real 1-800 “relationship counseling” hotline with a fully operational, multi-extension system that weaved the campaign’s messaging throughout the 15-minute interactive experience. Some highlights:

    • A joke-packed “guided meditation” recording, complete with New Age music (where callers could rediscover why they deserved better contact data)

    • Completely absurd vendor breakup advice from Morgan Freeman and Arnold Schwarzenegger...soundalikes

    • Opportunities for callers to leave voicemails that documented their own data-vendor drama (one option: perform a therapeutic primal scream)

  • An informerical-like video that promoted the hotline, which practically gushed with ’90s easter eggs

  • A (deliberately) cheesy ’90s vibes website that presented 6sense’s value prop alongside dozens of pop culture references, a Cosmo-like relationship quiz, a spoof HR training video, CTAs to legit long-form guides and webinars, a “breakup” mixtape playlist, and more

  • The campaign was a smash hit, generating feedback on LinkedIn such as: “This. Is. So. Good” and “Hats off to the 6sense team for a memorable, sharable triumph” and “Can't...stop...laughing!”

Go: Visit the experience, call the 1-800 number

6sense: ‘DUMP YOUR DATA VENDOR’ VALENTINE’S DAY PROMO

Based on the incredible success of Dump Your Data Vendor, Hutch developed and wrote an extension of the campaign timed to Valentine's Day.

Running with the “vendor breakup” vibes, this 90s-themed mini-campaign encouraged folks to wish their lousy vendors a “Happy ANTI-Valentine's Day.” And it provided cheeky breakup material such as:

  • A Mad Libs-style breakup letter

  • Printable Anti-Valentine's cards and stickers

  • Breakup themed social images

  • And more

Go: Visit the campaign extension

6SENSE: LEVEL UP

Hutch conceived this year-long “ABM 101” webinar series, as well as the cute video-game theme, its fictional world, and its heroes and villains. He also wrote the microsite. Within two days of the site’s debut, 6sense received 500+ attendee registrations.

Praise for Level Up on LinkedIn:

  • “This caught my eye because the branding is SO FUN. It’s such a unique approach to delivering webinars! It’s a unique design and delivery method for value-add content that's well targeted for their target audience.”

  • “Just wow! Major kudos! This is adorable and so fun!”

  • “An engaging gamified masterclass. B2B marketers, you must check it out!”

Go: Visit the experience

6sense: OUT OF SIGHT, (ALMOST) OUT OF TIME

This asset’s copy was expertly crafted by 6sense’s research team. Hutch added a layperson-friendly introduction and two opening sections — “The Big Picture” and “A Closer Look” — that presented the report’s most important takeaways for time-pressed readers. Hutch also developed and helped implement a successful 12-week content initiative to promote the report.

Go: Read the report

6SENSE: ‘WE GET YOU. WE GOT YOU.’

When 6sense introduced its 6dimensional Success Model™ — a methodology that empowers 6sense customers to unleash their full revenue potential and achieve extraordinary outcomes — Hutch worked with the org’s product marketing team and designers to craft a landing page that presented the initiative in a thoughtful and persuasive way. He conceived the page’s narrative and adapted PMM’s messaging for the general public.

Go: Visit the landing page

Contact Hutch

6SENSE: BDR APPRECIATION WEEK

Held every March, 6sense’s BDR Appreciation Week celebrates the oft-overlooked efforts of Business Development Representatives. To support 2024’s event, Hutch developed and oversaw a robust content initiative that included daily themed content drops, video interviews with experts, PDF training resources, profiles of BDR Award winners, and more.

Hutch wrote the microsite’s content, resources and profiles, and led recorded video conversations with subject matter experts.

Go: Visit the microsite