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Metric Monday: 2024 Update on Marketing-Sourced and Influenced Metrics
Last year, we shared a Metric Monday post about what B2B marketers told us in 2023 regarding their use of marketing-sourced versus marketing-influenced metrics. Marketing-Sourced Metrics: Aims to identify which deals and their associated revenue were first uncovered or engaged through marketing activities.…
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Wednesday Wisdom: The Three Principles of Modern B2B Marketing (Just Published)
A crucial transformation is needed in the way B2B organizations target and engage potential buyers. This need stems from a fundamental disconnect between how buyers buy, and the strategies employed by B2B companies to attract buyers. Central to this transformation are three core principles that define modern revenue…
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Wednesday Wisdom: How Is Your Org Doing?
Across all of our surveys, we ask respondents how well (or not) they believe their company has performed financially over the past 12 twelve months. In early fall of last year, we compiled all of these answers and wrote a blog about what people were saying. The overall trend was really interesting next to the discussions…
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Wednesday Wisdom: Is There a Gender Pay Gap in B2B Marketing? What the Research Shows
Happy Wednesday Wisdom🧠 We recently launched our annual B2B Marketer Compensation report that’s all about what marketers are earning and the things that influence their pay. These reports are a labor of love for @Kerry and me, as we believe in the importance of fair pay and want to offer a valuable resource for everyone in…
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Wednesday Wisdom: The Three Alignments in B2B (Part 2)
Happy Wednesday (Wisdom) ✨ Following last week’s Wednesday Wisdom read, we have the second installment in @Kerry's three-report series, the “Three Alignments.” The series dives into prevalent misalignments that hamper the productivity of B2B revenue teams and, most importantly, offers solutions. Today, we shine the…
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Metric Monday: A Sneak Peek Stat from the 2023 B2B Buyer Experience Report...
With just one week to go until the release of our 2023 B2B Buyer Experience Report, 6sense Research can't resist sharing one of the findings a tad bit early 😉 From our research involving over 900 B2B buyers, we found that… Buyers engage with sellers at the same point in the buyer’s journey, regardless of their level in the…
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Metric Monday: Double Clicking Into "Fewer than 50% of ABM Orgs Measure Account-Centric Metrics"
Hey all, A few weeks back, we talked about how organizations that 1) practice ABM, 2) measure ABM-related metrics and 3) integrate them into their incentive programs perform better financially. However, we've also touched on the fact that such measurement practices lag behind ABM adoption. In our 2022 survey sample, 78% of…
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Wednesday Wisdom: 2022 State of the BDR Report
Hey all! Last week, we highlighted our 2023 State of the BDR Report, exploring how BDRs were faring in the early months of this year when economic conditions began to trend downward. While BDRs maintained their performance, they reported feeling less supported and faced greater challenges in their roles. In 2022, our…
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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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Wednesday Wisdom: Introducing the Statistically Speaking Video Series
Hey all, I’m excited to share the first episode of a new video series from the 6sense Research team: Statistically Speaking, co-hosted by myself and our Head of Research, @Kerry. Short, plain-English episodes about the benchmarks and headlines we all run into every day. We unpack common statistical misconceptions, look at…
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Metric Monday: Today’s Buyers Have High Expectations for AI — Q: With or Without the Extra Cost?
Saw this meme👇️ earlier on LinkedIn and our latest research points in much the same direction 🤪 - I'd add one more panel that says “And we want it for free.” When we surveyed marketing leaders earlier this year, about half had a dedicated budget for AI. Yet in our most recent Buyer Experience study (details coming soon 😉),…
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Metric Monday: LLMs Join the Buyer Journey — They Don’t Replace It
Hi all, Our head of research @Kerry wrote a great LinkedIn article taking on the chatter about LLMs overtaking search traffic and intent data — or so 'they' say. It’s absolutely packed with stats that tell a very different story (some of which are net-new 🎉 from our 2025 Buyer Experience Study coming in November). I’ve…
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Wednesday Wisdom: Seeing What We Expect to See (short read)
Hi all, In the piece I’m recommending today, Kerry opens with a discussion of predictive processing - something I often think about while hiking. I go to the same place almost every day and wonder how much of what I see, especially out of the corner of my eye, is real and how much is just my brain filling it in. It’s…
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Metric Monday: Introducing the 2025 Marketing Measurement Benchmark — and a Familiar Problem
Hi all, This week’s #MetricMonday comes with a bit of a bonus — this year's Marketing Measurement Benchmark is officially live! And we didn’t stop there. We’ve also released three companion reports, each offering a different lens on how B2B marketers measure performance: by type of offering, by deal size, and more. All…
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Metric Monday: Previewing ABM Maturity from This Year’s Marketing Measurement Benchmark
Hi all, A few posts ago, we mentioned that our third annual Marketing Measurement Benchmark— how B2B marketers track and report performance—is nearly complete. We’re excited to share the full report with you very soon. In the lead-up, we'd like to share a finding from the benchmark that's been on our minds: we asked…
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Metric Monday: Lots of Outreach Won’t Change Their Timeline
Hi all, Happy first post of the year! The 6sense Research team is looking forward to everything we’ll be researching and sharing with you in 2025. To kick off the first of many Metric Monday posts, let’s revisit the point of first contact between buyers and sellers. We know with confidence that this happens over…
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Metric Monday: How Buyers Rank the Key Reasons for Choosing a Vendor
Hi all, This year, we introduced a new question in our buyer experience research: What influenced buyers’ decisions to choose the vendor they did? Respondents were given a list of ten possible reasons, selected the ones that applied to their decision, and ranked them by importance. While there weren’t many stark…
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Wednesday Wisdom: Defensive and Empowered Buyer Syndrome (New reads!)
Hi all, We have some new reads from this year's Buyer Experience Research. The first explores the fact that buyers are #defensive. They do not want to talk to sellers until they are ready and only they decide when that is. The data show that there isn't really anything you can do to change that. Buyers wait until 69% of…
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Metric Monday: Buying Experience Key Findings by Business Need
Hi all, At the end of our 2024 Buyer Experience Report (starting on page 56), we’ve included numerous breakdowns of the data, one of which focuses on key stats by business need (e.g., whether the buyer was acquiring new business capabilities, renewing an existing solution, replacing capabilities, etc.). While we’ll be…