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Wednesday Wisdom: BDRs Succeeding in a Changing Landscape
Hey everyone, If you haven’t had a chance to check out our 2025 State of the BDR Report that we dropped last Friday, you can find the link below. We'd love to hear your takeaways—especially from BDRs—on how your own experiences compare to the industry benchmarks from your peers!…
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2025 State of the BDR Report Now Live :)
Hey everyone, We’re excited to share this year’s State of the BDR Report! A huge thank you to all the BDRs who shared their experiences—your input makes this benchmark possible each year (now in its 4th year!). We truly appreciate you. Without further ado, you can find the report below! 😊 As always, it’s free and…
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Wednesday Wisdom: Most Buyers Find Non-sellers to Engage With Before Talking to Sellers
Hi all, We've discussed how over 70% of buyers engage in backchannel conversations with subject-matter experts, executives, or other non-sales personnel from vendor organizations before ever speaking with a rep. For selling organizations, this means these conversations are happening—with or without their awareness.…
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Wednesday Wisdom: The B2B Backchannel – Most Buyers Engage Non-Sellers Before Sellers (New!)
Hi all, We have a new report to share with you today! Its no mystery that the B2B buying journey is complex. Over the past few years of research, we’ve been fascinated by what buyers have taught us. And, with each new discovery, more questions tend to emerge. One question we couldn’t ignore was this: Are buyers…
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Metric Monday: Buyers Don’t Start Their Journey “From Scratch"
Hi all, In last week's Metric Monday post, we shared that buyers start their journey with 3.5 of the 4.5 vendors they’ll evaluate already on their shortlist. Buyers also report having previous experience with 3.2 of those vendors. Nearly 90% of buyers, across all roles on the buying team (see chart below), have prior…
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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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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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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: 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: 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: APAC Buying Journeys - New Report Release (6sense Research & Green Hat)
Hi all, 6sense Research had the pleasure of working with Green Hat on a study of the B2B buying process in APAC. Their report is now available, and it’s a must-read! Here are some highlights from what 700+ B2B buyers in APAC had to say: Buyers in APAC work in teams of 12 to 13 internal stakeholders. The average buying…
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Wednesday Wisdom: Gaining Clarity on B2B Buying Groups - What We've Learned Since This Article
Happy Wednesday Wisdom! Two years ago, the 6sense Research team published one of its first reports on B2B buying groups, Gaining Clarity (Sort of) on B2B Buying Groups. Since then, we’ve surveyed over 4,000 B2B practitioners about the size of the buying groups they work with, either as marketers/sellers or as buyers. What…
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Participate in This Year's 2024 Buyer Experience Research
Hi all, If you follow our Research Road you are most likely familiar with our 2023 Buyer Experience Report which found that buyers choose a winner before talking to sellers, among many other headlines! As mentioned in an earlier post, we are doing the research again this year. And, we would love for you to participate! Not…
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Metric Monday: Ten Insights from the 2024 Account-Based Marketing Benchmark
Hi all, Last week we announced the publication of our 2024 Account-Based Marketing Benchmark. This benchmark combines data from two of our recent studies to provide an overview of how 1,332 B2B marketers are approaching a number of critical activities — from identifying and targeting potential buyers to measuring and…
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Wednesday Wisdom: Variability Testing in B2B - Why We Do What We Do (A Blog)
Businesses invest significant resources in their marketing and selling efforts, but there are often a wide range of outcomes. For example, organizations frequently want to know: Why do some marketing campaigns yield stellar results while others fall flat, even when using tactics that are known to produce good results? Why…
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Metric Monday: Our Second Year Tracking Form-Fill Rates
When we asked marketers last year, their average form-fill rate was 3.5%. When we asked them again this year in our B2B Buyer Identification Benchmark study, the answer was much the same, 3.7%. Our findings align closely with what others have seen as well- Unbounce reports 3%, Search Engine Land reports 3% to 5%, and…
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Metric Monday: What Percentage of Annual Revenue Do B2B Teams Allocate for Marketing?
In our B2B Buyer Identification Benchmark, we explored how organizations budget for marketing. Across our sample of marketers from a wide array of industries, company sizes and funding sources, marketers reported that their organizations budgeted 13.4% of their companies’ annual revenues for marketing. All industries…
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Wednesday Wisdom: How Large B2B Purchases Are Different From Smaller Ones (A Report)
For a few months now, we've been having tons of conversations and publishing new topic-specific reports based on our B2B Buyer Experience Research. In past Wednesday Wisdom posts, we've highlighted the following topic-specific reports from the research: What Research Says When B2B Buyers Reach Out to Sellers Why Some…