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Metric Monday: B2B Buying - 12 months, 11 Stakeholders, 4-5 Vendors, and 800+ Interactions
Hi all, Our team put together these great graphics of some of the key stats from our B2B Buyer Experience research this year. These are the averages across 2,500+ buyers from North America, Europe, and APAC. I think these stats do a good job of summing up the fact that B2B buying is a significant investment—not just…
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Wednesday Wisdom: How B2B Buyers Navigate Hundreds of Interactions to Choose the Right Vendor (New!)
Hi all, On Monday, we discussed the top reasons B2B buyers select a winning vendor. Across industries, solution types, and more price, product/solution features, and ease of implementation consistently ranked in buyers' top five reasons. However, other factors like vendor reputation and thought leadership weren’t far…
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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: B2B Buyers Are Not Blank Slates
Hi everyone, We’re sharing a new article from our Buyer Experience Research series, focusing on what we call the Blank Slate Fallacy of B2B Buying. This fallacy describes the common (but mistaken) assumption that buyers enter the sales process with little to no knowledge of providers or their competitors. Our research,…
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Wednesday Wisdom: 2024 European B2B Buyer Experience Report
Hi everyone, This year marked a meaningful step forward in our B2B Buyer Experience research as we expanded our study beyond North America to include buyers in APAC and Europe. We're proud to have surveyed nearly 700 buyers in each of these regions, and we're excited to further broaden this research next year. Today, we’re…
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Metric Monday: Buying Experience Key Findings by Industry
Hi all, Over the past couple of Metric Mondays, we’ve been sharing key takeaways from our Buyer Experience Research, breaking down findings by factors like purchase cost and capability type (new business capabilities, renewals, etc.). Today, let's look at these findings by industry. Here’s a quick snapshot: one industry…
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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 Purchase Cost
Hi all, Toward the end of our 2024 Buyer Experience Report (starting on page 56), you’ll find detailed breakdowns of the data, including key buying journey stats by purchase cost. We’ll soon be publishing an article dedicated to this table, but for now, here’s a preview of the numbers organized by deal size. Generally, as…
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Wednesday Wisdom: The Critical Period for B2B Buying & the Seventy-Percent Solution
In biology, some animals, like geese, experience critical periods in development. Geese imprint on the first moving object they see within the first 13 to 15 hours of life. Similarly, B2B buyers go through a critical period, occupying the first 70% of the buying process, which ends in the selection of their preferred…
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Wednesday Wisdom: Exploring the 2024 B2B Buyer Experience Report
Hi all, Last week, we announced the release of our 2024 B2B Buyer Experience Report, and I wanted to share a quick reminder. It’s an extensive report, with over 60 pages of insights into many different aspects of the buying journey. So whether you haven’t had the chance to dive in yet, or you’ve already bookmarked it,…
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Metric Monday:Point of First Contact Constant Goes Global–Buyers Spend 2/3 of Their Journey Rep-Free
Hi all, Last year, we asked over 900 recent B2B buyers in North America when they first engaged with sellers during their buying journey. The overwhelming response was 69% of the way through their process—from the start of research to the final purchase. This "point of first contact" remained so consistent that we…
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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 Monday: Bain & Google Found 90% of B2B Buyers Stick to Their Day One Shortlist
Hi all, Who here is familiar with the Bain and Google stat that shows 80% to 90% of B2B buyers already have a shortlist of vendors in mind before they even begin their research? Plus, 90% of those buyers end up choosing a vendor from that original list. The 6sense Research team is wrapping up a study that fully supports…
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Wednesday Wisdom: The Science of B2B Podcast & Cheers to 10K RevHeads
Hi everyone, First off, RevCity hit 10,000 members this week! 🎉 I love being apart of this community - all 10K of you make this a great place to connect and learn. If you're new here and haven’t yet joined, the 6sense Research team, led by former Forrester VP and Principal Analyst Kerry Cunningham, has its own RevCity…
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Metric(s) Monday: More Key Stats on APAC Buying Journeys (2024)
Hi all, Last week, we shared the first half of an awesome infographic created by the Green Hat team on key findings from our APAC buying journey research. Below is the second half. APAC buyers typically evaluate one more vendor than their North American counterparts did in last year’s study, where the average was 4…
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Wednesday Wisdom: How Purchase Types Impact the Buying Journey (2023 Buyer Experience Research)
Hi all, As we gear up for the release of the 2024 Buyer Experience Report (so soon!), I’ve been revisiting the reports we published last year on the topic (you can find the full list of reports below). One of those reports focuses on the buyer’s journey for different types of purchases—whether acquiring new business…
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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…