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Metric Monday: Gartner finds 75% of B2B buyers prefer a rep-free sales experience
Hi all, Who’s familiar with Gartner's finding that 75% of B2B buyers prefer a rep-free sales experience? Heaps of other research, including our own, also show that buyers don't reach out to sellers until two-thirds of the buying journey is behind them. Buyers are #defensive and prefer to navigate the majority, if not the…
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Wednesday Wisdom: Science of B2B Podcast - The Point of First Contact Constant
Hi everyone, Last week, we talked about Episode 1, Season 2 of the Science of B2B Podcast hosted by @Kerry. This week I'm highlighting another must-watch episode, The Point of First Contact Constant. In this episode, Kerry discusses a finding from our B2B Buyer Experience Research — one that we found fascinating to…
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Metric(s) Monday: 5 Key Stats on APAC Buying Journeys
Hi all, The Green Hat team did a great job putting together this infographic of some of the key stats we found in our research of the APAC buying journey. APAC teams work together in groups of 12 to 13 people over the course of more than a year, during which, they spend 73% of it working independently (without sellers),…
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Metric Monday: Top 10 Factors APAC Buyers Consider When Choosing a Vendor
Hi all, Last Metric Monday, we took a look at a new question we asked in our buyer experience research with the GreenHat team. Let's look at another one today - this year we asked buyers to share the top decision drivers they consider when selecting a winning vendor. Below is what APAC buyers had to say. While price,…
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Wednesday Wisdom: ABM KPIs are Underused and Overlooked, Thwarting Your Team’s Impact (and Value)
Happy Wednesday, everyone! Last year, @Kerry wrote this quick (3-min) but crucial read on key metrics that many marketing organizations neglect to measure. Specifically, he discussed the implications of measuring three KPIs and their underutilization. Marketing Contribution to Pipeline: While most ABM marketers use intent…
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Metric Monday: Prior Vendor Experience Among APAC Buyers
Hi all, This was a really interesting finding from our APAC B2B Buyer Experience research we did with the GreenHat team. Out of the 733 B2B buyers we surveyed in APAC, 84% had prior experience with the vendor they ultimately bought from. We asked the same question to buyers in North America and Europe, and we're looking…
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Metric Monday: Advanced Measurement Practices That Set ABM Teams Apart
Hey all, In our 2024 Account-Based Marketing Benchmark we highlight ten things that teams with ABM programs do differently (or don't) from teams that don't practice ABM. One of those distinctions is that ABM teams use more advanced metrics to measure their success. By 'advanced,' we refer to metrics that adhere to the…
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Wednesday Wisdom: The Three Principles of Modern Marketing
Hi all, A couple of months ago, we announced the publication of the Three Principles of Modern Marketing. We're resurfacing this resource for our Wednesday Wisdom read today, as the three principles are central to our two most recently published benchmark reports. The 2024 B2B Marketing Attribution and Contribution…
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Metric Monday: How Many Teams Are Using Waterfall Models and Which Types? 2024 Insights
Waterfall models are structured frameworks that track a company’s relationship status with prospects. These models provide organizations with a systematic approach to track and manage the progression of selling opportunities toward close. Waterfall models vary in the definition of stages and in where they initially begin…
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Metric Monday: Ten Insights from our 2024 Marketing Attribution and Contribution Benchmark
Hi everyone, Last week, we announced the publication of our 2024 B2B Marketing Attribution and Contribution Benchmark. We surveyed over 700 B2B marketers to ask them how their organizations asses their contribution to revenue production. Here are ten takeaways from the report: Account-Based Marketing is still on the rise,…
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Metric Monday: Ten Insights from our 2024 B2B Buyer Identification Benchmark
Hi everyone, Earlier this year, we surveyed over 500 B2B professionals to understand how their organizations identify potential buyers. As announced in this post, we analyzed their responses and compiled a report with key insights. Here are 10 takeaways: Group-Based B2B Purchasing: Typical B2B purchases are made by groups…
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Metric Monday: How Many Contact Attempts Do BDRs Make?
We surfaced a ton of insights from our BDR survey earlier this year - one of them being the number of touches (email, phone, social, etc) per lead individual BDRs make before giving up and moving on. BDRs reported that they are making approximately 17 attempts per contact, with a relatively even spread among social…
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Metric Monday: Blended Go-to-Market Strategies Are Associated with More Buying Signal Usage
Hi all, A few weeks ago, we announced the publication of our 2024 B2B Buying Identification Benchmark all about how 500+ revenue teams identify potential buyers. We've discussed in other posts how overall buying signal utilization (3rd party intent data, email and ad clicks, etc) is low across B2B. The data show that most…
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Wednesday Wisdom: The Significance of Variability Testing in B2B Marketing (An Article)
Happy Wednesday (Wisdom)! We have a new read for you today! The Significance of Variability Testing in B2B Marketing is all about our pursuit to understand what drives inconsistencies in outcomes - what we refer to as variability in the sciences. Variability is all around us in everyday life and in business. Businesses…
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Metric Monday: Digital and Human Interactions Per Buyer Per Vendor by Level and Role in the Purchase
Happy (Metric) Monday! A couple weeks back, we discussed the number of interactions buyers are having throughout their purchase journeys. We saw that all buyers, from individual contributors to the c-suite, engage in double-digit interactions with each vendor on their short-list (buying is hard!). This week, let's add an…
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Metric Monday: Overutilization of Form-Fills, Underutilization of De-Anonymized Web Traffic
Happy (Metric) Monday, all. If you've been following along in recent weeks, you'll know that we recently wrapped up a study investigating how teams identify buyers. The report spans a wide range of topics, from go-to-market strategies and budgets to common challenges, tools, data sources, and much more. But what's the…
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Wednesday Wisdom: The Evaluation Gap for Account-Based Marketers (An Article)
Hi all, Last year, 6sense Research surveyed nearly 400 B2B marketers about how they measure their performance and the effectiveness of their marketing strategies. We ran the survey again this year and are currently writing up our analysis. It will be interesting to continue to collect this data year over year to see what,…
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Metric Monday: The Challenges Marketers Face in Harnessing Buying Signals
In 6sense Research's new B2B Buyer Identification Benchmark, we dive into everything 500+ B2B marketers had to tell us about the way their organizations' identify buyers. B2B buying teams generate thousands of digital interactions while searching online for business solutions. These interactions are cataloged and matched…
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Wednesday Wisdom: The Remote Work Pay Gap? It's Not What You Think
Happy Wednesday Wisdom 🧠 A few weeks ago we posted the release of our B2B Marketer Compensation Report all about how much marketers are paid, how they feel about it, and things that influence their pay. We now have another great report from this research, The Remote Work Pay Gap? It's Not What You Think. A first glance at…
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Wednesday Wisdom (Just In): What Research Says About When B2B Buyers Reach Out to Sellers
It's a very happy Wednesday (Wisdom✨) because we have a new read! As you might know from the 2023 Buyer Experience Report, B2B buyers dedicate a whopping 70% of their decision-making process to independent research before engaging with vendors. In our latest article Don't Call Us, We'll Call You: What Research Says About…