Design Events for Relationship Building, Not Lead Generation

In this episode of Marketing Front Lines, we speak with Maja Hamberg, Head of Marketing at Sixfold. Sixfold builds AI solutions for insurance underwriters, automating the manual document review process that slows down insurance applications. Operating in a market where buyers are still figuring out how to purchase AI solutions, Maja has developed a marketing playbook focused on radical simplicity, quality over quantity, and showing rather than telling. Her approach centers on two core channels - high-quality content and curated in-person events - while abandoning traditional B2B tactics like fancy email designs and social media breadth for authentic, human-centered marketing.

Topics Discussed:

• Building marketing strategy for AI buyers still learning how to purchase
• Transitioning from "should we buy AI?" to "which AI solution fits our needs?"
• Developing messaging that cuts through AI buzzword fatigue
• Creating intimate events that drive genuine business relationships
• Balancing founder-led marketing with team scalability
• Leveraging product demonstrations to overcome AI skepticism

Tactical Lessons For B2B Tech Marketers:

• Focus on Two Channels and Execute Them Exceptionally: Rather than spreading resources across multiple marketing channels, Sixfold concentrates on content marketing and events, ensuring both reach exceptional quality standards. This means taking an extra month to perfect a blog post or report, and carefully curating guest lists and entertainment for events. The depth-over-breadth approach allows small marketing teams to compete with larger organizations by delivering superior experiences in focused areas.
• Replace Complex Messaging with Human Simplicity: In AI marketing, avoid technical jargon and inflated claims like "100x efficiency gains" that prospects can't relate to or verify. Test all messaging with outsiders - friends, colleagues, or customers - asking specifically whether they understand what you do and who you serve. If the explanation requires additional context, simplify further. The goal is immediate comprehension, not impressive vocabulary.
• Design Events for Relationship Building, Not Lead Generation: Structure dinner events around 12 people maximum to enable meaningful conversations, and carefully consider seating arrangements to connect attendees who should know each other. For larger happy hours (up to 200 people), maintain a strategic mix of partners, customers, and prospects rather than filling rooms with vendors. Skip presentations entirely - instead, introduce relevant industry topics as conversation starters and let organic discussions develop.
• Abandon Designed Emails for Authentic Communication: Plain-text emails that sound like personal correspondence significantly outperform designed marketing emails in B2B contexts. Recipients are more likely to reply to messages that feel genuine, even when they recognize them as part of marketing campaigns. This shift requires letting go of design investments but delivers measurably better engagement and response rates.
• Show Your Product Instead of Describing It: For technical products, especially AI solutions, demonstrations generate stronger reactions than explanations. Invest in video content, website product tours, and live demonstrations during sales conversations. The difference in prospect reaction between showing and telling is dramatic - "wow" versus "interesting" - making this approach essential for overcoming AI buzzword fatigue.
• Structure Product Marketing Onboarding Around Technical Depth: When hiring product marketers for technical AI products, plan extensive product team collaboration in the first 90 days. The complexity of AI solutions requires deep technical understanding before effective messaging can develop. This investment in technical education pays dividends in more credible positioning and competitive differentiation.

 

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

www.GlobalTalent.co

 

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