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Metric(s) Monday: Connecting the Dots on How Measurement Pays
In recent weeks, we’ve learned that organizations that adopt an account-centric approach tend to exhibit stronger financial performance. Moreover, metrics centered around Account-Based Marketing (ABM) have a stronger association with better financial performance compared to traditional metrics like MQLs and leads (See this…
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Wednesday Wisdom: Tracking Intent Signals (An Article)
In our study last year, we surveyed B2B organizations to understand their buyer identification processes. In our paper, Tracking Intent Signals: How Are Marketers Really Identifying Their In-Market Buyers?, we examine the most favored buying signals. The marketers we heard from displayed a clear inclination towards the old…
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Metric Monday: Measurement Matters (And Pays)
Hey all! We blinked and it’s Metric Monday again! But no complaints here because it's one of our favorite days of the week at 6sense Research. Metric Monday is the day we bring you a stat we've discovered through our primary research. And today's topic is all about measurement ⏳ and money 💸! In almost all of our surveys,…
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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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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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Calling all RevCity Marketers! Have 5 minutes? 👀
Hey all! We're interrupting your regular Friday programming for a quick favor. Some of you might have caught our post last week about the latest survey 6sense Research is running, and we want to thank those who took the time to check it out 🙏. But, we’re back and shamelessly asking for your help again 😜because your…
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Wednesday Wisdom: Gaining Clarity on B2B Buying Groups (An Article)
In B2B contexts, buying decisions are typically made by groups of individuals working together to identify and acquire solutions. This collaborative process lends complexity to decision-making as it’s influenced by a variety of perspectives and requirements. In our paper, Gaining Clarity (Sort Of) on B2B Buying Groups, we…
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Metric Monday: How many late stage opportunities are in your CRM without 6sense?
Earlier this year, we asked nearly 400 B2B marketers and sellers what percentage of their TAM is in-market for their solution in any given quarter. The answer: 9% to 11%. That’s to say, if you had 1,000 accounts in your TAM, only about 100 of them are actively looking for a solution. We then looked across 448 of our…
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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: 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(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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Wednesday Wisdom: The Power Of Intrinsic Motivation on BDR Success (An Article)
I learned a lot about intrinsic motivation during my graduate studies, so it was fascinating to see its impact in our own research. Intrinsic motivation, or our internal drive that comes from our personal interests and values, rather than external reward, is a powerful thing. When we find this in our work, there are many…
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Just In:Does your experience match the gloomy news we have been hearing about the economy?
Across several 6sense surveys over the past year, we have been asking marketers and sellers how their companies are doing financially. We’ve been surprised to find that what you all are telling us doesn’t seem to match what we hear in the news everyday. And, we’ve uncovered a number of factors that seem to influence how…
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Wednesday Wisdom: Boost Financial Performance with ABM (An Article)
In our report Doing One Thing and Measuring Another, we found that organizations that adopt an account-centric approach tend to perform better financially. In this paper, The Impact of ABM and Measurement on Companies' Financial Performance, we examine additional factors specific to how and what an organization measures…
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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…
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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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Metric Monday: The Gaps in ABM Strategy Assessment
While a significant portion of marketers we surveyed embrace ABM strategies, the deficiency in monitoring account-centric metrics hinders their ability to know what’s working. For example, fewer than 50% of organizations with ABM practices, do not measure whether they get opportunities, pipeline or revenue from those…
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Wednesday Wisdom: Anonymous Website Visitors (An Article)
Last year, we surveyed B2B organizations about their strategies for identifying potential buyers. Now, we’re gearing up for another round of data collection to see what, if anything, has changed. Last year’s findings were striking: 97% of website traffic is anonymous, and 74% of B2B organizations do not de-anonymize their…
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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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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…