How an ABM-Driven Webinar Series Can Influence Millions in Pipeline

Breaking through the digital noise in B2B marketing is harder than ever. Standing out requires a strategic approach—one that not only captivates your audience but also drives measurable business impact. 6sense, a leader in revenue intelligence, broke through the noise with their uniquely gamified Level Up Webinar Series. More than just a creative concept, their approach drove tangible business impact, delivering:

8,600+ registrations
11,000+ sitewide page views
Millions in influenced pipeline

How did they do it? By building a webinar strategy deeply rooted in what they do best– Account-Based Marketing (ABM)—targeting the right accounts, delivering personalized engagement, and aligning closely with sales. In this playbook, we’ll break down how Adam Kaiser, VP of Brand & Growth Marketing, and Victoria Squire, Sr. Inbound Marketing Manager, crafted a webinar series that not only entertained but also accelerated deals.

The Strategy & Vision: A 6-Step ABM Framework for Revenue-Driving Webinars

Unlike traditional webinar programs focusing solely on lead capture, 6sense designed their series as an ABM engine—delivering the right content to the right accounts at the right time. The key? Building a webinar engine that functioned as an ongoing ABM touchpoint rather than a one-time campaign. Their 6-step ABM framework ensured their webinars weren’t just another marketing play, but an important driver of pipeline acceleration and mechanism to:

Engage key personas at high-value accounts
Position 6sense as a thought leader in ABM
Drive industry benchmark registration & attendance rates
Influence and accelerate pipeline with both net-new sourced and influenced opportunities

To make the series engaging and memorable, 6sense developed a video game-inspired theme, positioning the webinars as progressive “levels” that prospects could advance through. This episodic format encouraged continuous engagement, with each session building on the last, giving attendees a reason to return and driving repeat website visits.

Every webinar featured high-value guest speakers—including customers, partners, and industry leaders—who added credibility and enriched the discussion, making the experience feel less like a corporate webinar and more like an exclusive learning opportunity. By hosting the webinar series on their website with Sequel.io, 6sense also ensured cohesive branding across all promotional materials, reinforcing their messaging at every stage. From registration to the webinar environment, attendees remained within the 6sense ecosystem, surrounded by brand elements that reinforced credibility and trust. This setup not only increased engagement but also drove over 11k site-wide page views, allowing prospects to:

Easily access additional resources
Discover relevant content
Take the next step in their buying journey—all without ever leaving the 6sense domain

Bringing 6sense’s Level Up Series to Life

Knowing that they wanted to take an ABM-driven approach, 6sense needed to kick off their 6-step framework to ensure their webinar series wouldn’t just educate and excite—but influence deals and accelerate pipeline.

Step 1: Select the Right Accounts

A successful ABM strategy starts with identifying and prioritizing the right accounts. Instead of casting a wide net, 6sense focused on high-value accounts with a strong fit. To do this well, you need to:

Leverage ICP and firmographic/technographic data to identify ideal customers
Prioritize accounts based on buying signals and engagement data
Build targeted segments in 6sense for strategic outreach

This laser focus means that every webinar isn’t just about getting sign-ups—it is about bringing in high-intent buyers who are already in-market.

Step 2: Know Your Audience and Their Buying Journey

Buyers are 70% through their purchasing process before engaging with sales—the earlier you understand their needs, the better your impact. Understanding who is on the buying committee, what topics they care about, and where they are in their journey allows for more precise and effective content. This is where having clean and actionable data at your fingertips is important. You can follow 6sense’s approach by:

Mapping keywords, topics, and intent signals for your audience
Identifying the buying committee and key decision-makers
Using predictive AI to determine when accounts were “in-market”

But understanding your audience is just one piece of the puzzle. To turn these insights into engagement, you need a robust distribution plan to ensure their webinar content reaches and activates the right people at the right time.

Step 3: Maximize Distribution for Maximum Impact

Even the best webinar won’t succeed if no one sees it. That’s why 6sense built a full-funnel promotion strategy ensuring their content reached, engaged, and reactivated the right accounts and helping them generate over 8,600 registrations.

This strategy kicked off with targeted pre-webinar promotion efforts, involving:

Email: 4-touch promotional email sequence (1 month, 2 weeks, 1 week, 1 day before), and automated Sequel reminders (1 week out, 1 day before, 1 hour before)
Organic Social: teaser videos, brand posts, employee advocacy, and speaker posts
Website: Pop-up announcements, community plugs, and newsletter features
Paid: LinkedIn Ads, thought leadership ads, display ads
Internal Enablement: Slack blast, Seismic deck, meeting plugs, competitions, invite & gifting templates

Step 4: Engage the Right Way

ABM isn’t just about targeting the right accounts—it’s about delivering experiences that actively move them through the funnel. Adam and Victoria designed the Level Up series to be more than just another webinar. Their goal? To create an engagement engine that kept prospects coming back for more. To achieve this, they structured Level Up as a monthly webinar series, providing a predictable, repeatable touchpoint for nurturing prospects over time. Instead of overwhelming their audience with frequent, low-value content, they focused on quality over quantity, ensuring each session delivered tailored insights based on where prospects were in their buying journey. Here’s what made the Level Up series stand out:

Consistent, structured engagement: A recurring webinar format that kept the audience engaged over time.
Gamified experience: A video-game-inspired theme that turned each session into a progression-based journey—creating FOMO and driving repeat attendance.
Interactive elements: Live polls, Q&A, and real-time challenges ensured attendees weren’t just watching—they were participating.
Strategic content personalization: Sessions were tailored to where prospects were in their buying journey, making each webinar highly relevant.

By combining targeted outreach, consistent content, and interactive experiences like 6sense, you can turn your webinar series into a powerful ABM asset—one that not only attracts high-value attendees but moves them closer to conversion with every session.

Step 5: Collaborate with Sales on Post-Webinar Follow-Ups

For Adam & Victoria, tight sales and marketing alignment was non-negotiable. Their approach wasn’t just about getting people to attend—it was about turning engagement into revenue. To ensure every webinar attendee was effectively nurtured and moved through the funnel, they built a seamless handoff between marketing and sales, using a combination of automation, personalized outreach, and strategic content repurposing. Here’s how they did it:

Integrated Sequel webinar data into Marketo & Salesforce: Every attendee interaction—poll responses, content downloads, live Q&A participation—was automatically synced from Sequel into Marketo and Salesforce, giving sales teams a 360-degree view of each prospect’s engagement.
Triggered AI-powered email sequences: Based on audience segmentation, attendees received personalized follow-ups with relevant content, compelling CTAs, and additional resources.
Automated Marketo nurture emails: Follow-up emails included webinar recordings, event recaps, and next steps, keeping prospects engaged long after the live session ended.
Equipped sales teams with enablement content: 6sense provided customized prospecting decks, Slack updates, and key takeaways to ensure reps could execute timely, warm, and personalized outreach.
Repurposed webinar insights into evergreen content: To maximize impact, the team turned webinar highlights into blog posts, LinkedIn clips, and YouTube videos, extending the event’s reach and giving sales teams more assets to share with prospects.

By treating webinars as more than just one-time events, and integrating them deeply into their ABM and sales strategy, the team ensured that each session contributed to measurable revenue impact.

Step 6: Track Real Impact

Traditional webinar metrics (ie. registrations, attendance rates, and MQLs) only scratch the surface. ABM isn’t about lead volume. It’s about engagement, influence, and pipeline acceleration. Here’s how Adam & Victoria measured Level Up’s success:

Pipeline Impact: Instead of just counting MQLs, they tracked both pipeline originated & influenced—measuring how many opportunities were directly sourced or impacted by the webinar series.
Account-Level Engagement: They didn’t just look at individual leads. They measured engagement across buying committees to assess how their content influenced multiple decision-makers within a target account.
Buying Stage Progression: By analyzing post-webinar activity, 6sense identified how quickly accounts moved through the funnel after engaging with their content.
Deal Velocity: They tracked how webinar-engaged prospects compared to non-engaged prospects. Did they close faster? Were their deal sizes larger?

By shifting the focus from leads to pipeline, 6sense ensured their Level Up series wasn’t just a marketing play, it actually drove results including 14 net new opportunities and 55 influenced deals amounting to millions in pipeline.

Replicating 6sense’s ABM-Driven Webinar Playbook

By building a highly targeted, ABM-driven webinar series, 6sense drove incredible business impact including:

8,600+ registrations

11,000+ sitewide page views

14 net-new sourced & 55 influenced opportunities

Millions in pipeline influenced

If you want to replicate their results and stand out from the noise with a memorable webinar series, follow this tried-and-true playbook. Here’s a quick recap of what we covered:

Use ABM principles to target the right accounts, not just generate leads
Build a webinar series with a strong, consistent theme, hosted on your website
Make your webinars interactive, relevant and gamified to stand out
Align marketing & sales teams for better follow-ups and pipeline influence
Track real business impact—pipeline & deal velocity, not just attendance
Maximize content repurposing to extend the life of each webinar

Looking to elevate your webinars from one-off events to a pipeline-driving ABM strategy? Let’s chat about how you can apply 6sense’s proven playbook to your own webinar program with Sequel.