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Wednesday Wisdom: Some Buying Cycles Are Longer Than Others (and much longer than they need to be)
As this image attests, bigger deals have longer buying cycles. The thing is, we mostly want bigger deals, so as we try to make deals bigger we also extend decision timing. But, as it turns out, deal size is NOT the biggest driver of cycle length. Want to know what is? It is fascinating and will surprise you. It's also…
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Wednesday Wisdom: It’s Here - Introducing the 2024 Global B2B Buyer Experience Report
Hi all, The 6sense Research team is incredibly happy to announce the release of our 2024 Global B2B Buyer Experience Report. In its second year, this research has grown both in scale and scope, with more respondents and the inclusion of buyers across the globe. What began last year with insights from nearly 1,000 B2B…
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Wednesday Wisdom: The 2024 Account-Based Marketing Benchmark (New!)
Hi all, We are thrilled to announce the release of another benchmark report. A few weeks ago, we launched our B2B Buyer Identification Benchmark, followed by the B2B Marketing Attribution and Contribution Benchmark last week. The first report answers: How are revenue teams approaching the market? How do they identify…
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Wednesday Wisdom: The Lead-Based Approach Has Failed Us: It's Time to Move On
Hi all, We have an incredibly rich resource to share with you today. The Lead-Based Approach Has Failed Us: It's Time to Move On, written by @Kerry Cunningham, is a guide created to provide you with the insights to advocate for change within your organization. For too long, many have operated in a disconnect between what…
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Wednesday Wisdom: The 2024 B2B Marketing Attribution and Contribution Benchmark (New!)
Hi all, We're really excited to announce that we've just released 6sense Research's 2024 B2B Marketing Attribution and Contribution Benchmark Report. It's our second year doing this research and there are both some important differences and similarities to last year. You can’t manage what you don’t measure. And,…
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Wednesday Wisdom: New Resource - A Guide to Statistics for B2B Revenue Teams
Hey all, One of our goals at 6sense Research is to make our research accessible to everyone. We want our audience – you – to engage with our research, understand and have full visibility into our findings. One of our initiatives to support this goal has been underway for the last several months, and we could not be more…
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Metric Monday: Why we care about BDR's feelings.
We've talked before about our BDR Support Index. It's a measure made up from 4 items in our BDR survey. The questions measure: 1. Do I know what's expected of me? 2. Do I believe I can do what's expected of me? 3. Does leadership think my role matters to the business? 4. Do I think my role will help me get where I want to…
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Wednesday Wisdom: Unlocking The Revenue Potential of AI for B2B (An Article)
Despite having access to vast amounts of information, B2B sellers and marketers struggle to achieve their pipeline and revenue targets. This data overload has resulted in low-quality pipeline, conversion rates, and significant waste in the go-to-market process, costing around $2 trillion annually. In this 2023 Annual…
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Metric Monday: The Truth About Your Website Traffic
Only 3% of web visitors fill out onsite forms, leaving a staggering 97% of your valuable web traffic anonymous. Pro tip: You paid for all of it! If you're not de-anonymizing your web traffic, you are effectively throwing away nearly all of the response to everything you do to attract and engage buyers.
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Metric Monday: Marketing-Sourced and Influenced Metrics
For quite some time, organizations have wrestled with the challenge of quantifying marketing’s impact on revenue generation. Traditionally, two distinct strategies have been employed: 1. Marketing-Sourced Metrics: Attempt to identify which deals and their associated revenue were first identified or engaged through a…
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Wednesday Wisdom: Aligning Metrics with Account-Centric Strategies (An Article)
Are you Doing One Thing and Measuring Another? Last year we surveyed nearly 400 B2B practitioners about their organizations’ go-to-market practices and their methods for understanding how those practices contribute to pipeline and revenue production. One of the eye-opening findings was that 78% of respondents employed an…
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Wednesday Wisdom: NEW Marketer Compensation Report - Your Guide to Compensation Trends
Hey all, Our 2023 Compensation Report for B2B Marketing Roles is now live💸! We surveyed over 650 marketers from a variety of industries, marketing disciplines, and organizational levels - from individual contributors to CMOs - and asked them how much they are being paid. Marketers shared their base salary, average annual…
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Wednesday Wisdom: The Three Alignments in B2B (Part 1)
Happy Wednesday (Wisdom) ✨ As we await the release of the B2B Buyer Experience Report, we have another good read in the meantime. Written by our very own @Kerry, Head of 6sense Research, we have a three-report series, the “Three Alignments”, which examines three common misalignments that erode the productivity of B2B…
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Registrations Are NOW Open for the 2023 B2B Buyer Experience Report and Webinar!
We're thrilled to share the upcoming release of 6sense Research's much-anticipated 2023 B2B Buyer Experience Report 🎉 If you had the opportunity to catch @Kerry's session at Breakthrough It's (Nearly) Over Before You Know It, then you’ve had a taste of the research that will be fully detailed in our report releasing on…
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Wednesday Wisdom: Who's (Not) Using All the Buying Signals - and Who Should Be (An Article)
Hey all! 6sense Research is back at it again with some ✨Wednesday Wisdom✨ The report we're talking about today is from a study we did last year. We surveyed almost 200 marketers from senior leadership, demand generation, ABM, and marketing and revenue operations functions to understand the signals they use to detect their…
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Wednesday Wisdom:NEW Report Release from Our Buyer Experience Research-Unpacking Buying Cycle Length
It's a very happy Wednesday Wisdom because 6sense Research just released a new report informed from our Buyer Experience research! In this report, we focus on all things related to buying cycle length. The saying "Time is money" holds its weight - longer buying cycles directly postpone revenue realization for provider…
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Metric Monday: Who Initiates Contact During B2B Purchases? Do Buyers or Sellers Make the First Move?
Happy (Metric) Monday! 6sense Research surveyed over 900 B2B buyers for insights into their recent purchases. What we got is a ton of answers to questions like, Who takes the first step in initiating contact during the B2B purchase journey? When B2B buyers are ready to engage, they take the lead by initiating first contact…
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Wednesday Wisdom: Anonymous Website Traffic (A quick read before the long weekend)
Hey all! If you enjoyed our chat about form-fill rates on Monday, you’ll love the blog post that discusses that research. It’s a quick (5 minute) but impactful read before kicking off the long holiday weekend. In it, we discuss: The challenge of low form-fill conversion rates in B2B marketing The significance of anonymous…
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Metric Monday: How Many B2B Organizations Miss Vital Buying Team Signals?
In the complex landscape of B2B transactions, a fundamental truth stands out: the buyer is not an isolated decision-maker. Instead, the B2B buyer is a dynamic and interconnected team of individuals working collaboratively to make a decision. Therefore, when multiple members of a buying group express interest, it's a much…
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6sense Research wants to hear from you!
Hey marketers, 6sense Research wants to learn more about how you're identifying and engaging potential buyers. We want to understand the strategies, data sources, tools, and buying signals (intent data, etc.) you all rely on. We're also curious to know how satisfied you are with your current approach and what challenges…
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Wednesday Wisdom: Different from the Rest: Manufacturers’ Unique Path in the B2B Buying Journey
Hi all, There's a really interesting story about how buyers buy in the Manufacturing industry. Manufacturers purchase hardware and machinery nearly three times as often as buyers in other industries. These types of purchases, regardless of the industry, are typically lower in cost, involve shorter buying cycles, and follow…
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Wednesday Wisdom: 2024 BDR Appreciation Week Report and Benchmark
Happy Wednesday Wisdom 🧠 On Monday, we looked at a finding from our latest BDR research - BDR teams have largely grown or remained stable in the past year. But there is even more good news than that! BDRs' quotas are up and they are hitting them. BDRs are also engaging in best practices such as multi-threading and…
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Metric Monday: Exploring Buying Cycle Length in Manufacturing
Happy Metric Monday! Who has had the chance to dive into our latest report from our Buyer Experience Research, "Why Some Buying Journeys Are Longer Than Others"? It's filled with data on how B2B buying cycle lengths vary based on factors such as the type of solution being purchased, the cost of the purchase, the number of…
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Wednesday Wisdom: The Three Alignments in B2B (Part 3)
Happy Wednesday (Wisdom)! We're taking a ✨brief✨ pause from the latest insights of The 2023 Buyer Experience Report, to share the third installment of the 3-part series, "The Three Misalignments." Aptly titled, Misaligned Marketing KPIs are Hurting B2B Teams, dives straight into the impact of outdated metrics on ABM…
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Metric(s) Monday: The ✨magic✨ of auto-fill
Hey everyone, we're excited to have our Research Road live on RevCity! If you missed our announcement post, check it out here. But in this post, we have some business to attend to. Today is what we’re calling “Metric Monday” — the day of the week where we’ll be sharing stats from our primary research and occasionally the…
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Introducing 6sense Research
It is still sort of unusual for a software company to have a function devoted to primary research on the marketplace of B2B buyers and sellers, but we are here and grateful to have the opportunity to share with and learn from you all. Here’s what we do and how we approach our work. The 6sense Research Mission We apply…
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Metric Monday: The Gap Between Marketing Strategies and Incentive Structures
There’s a sizable gap between current marketing strategies and incentive structures for marketers. This contrast is particularly unfortunate because organizations that incorporate ABM-centric metrics into variable compensation models demonstrate improved financial performance. When companies include at least one…