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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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Wednesday Wisdom: How much of your TAM is in-market? (An Article)
Hi all, We have an oldie but goodie today. Last year, we surveyed nearly 400 B2B marketers and sellers to ask them about the percentage of their Total Addressable Market (TAM) that's actively in-market for their solution in any given quarter. Sellers with higher solution prices had fewer in-market buyers. We also looked at…
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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: 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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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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Metric Monday: Number of Touches Buyers Have with Vendors on Their Short-Lists
Last fall, we asked nearly 1,000 B2B buyers how many interactions (reading content, watching videos, talking with vendor personnel, etc.) they had across their buying process with the winning vendor. We found that a typical 10-member B2B buying team had 160 digital and human-mediated (16 each, on average) over the course…
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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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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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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: How Different Purchase Types Impact the Buyer Journey (A Report)
Hi all, Last week we highlighted report #6 in the list below from our Buyer Experience Research series. What Research Says When B2B Buyers Reach Out to Sellers Why Some Buying Journeys Are Longer Than Others What Buyers Told Us About How They Make Decisions Before Contacting Vendors How the Contracting Process Influences…
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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…
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Metric Monday: Do Marketers Recognize and Prioritize Multiple Lead Signals from the Same Account?
Happy (Metric) Monday, If you saw our post last week, you'll know 6sense Research recently released a new benchmark report all about how marketing teams are identifying buyers and prioritizing their efforts. For today's Metric, we're highlighting one of the most encouraging findings from the report. In B2B transactions,…
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Wednesday Wisdom: NEW Report Release 🎉 - 2024 B2B Buyer Identification Benchmark
It's a very happy Wednesday Wisdom today because 6sense Research has just released a new benchmark report! This report is all about how teams are identifying buyers and prioritizing their efforts. The benchmark is based on the practices of over 500 B2B professionals and covers: Form-fill rates What's the average? What does…
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Metric Monday: BDRs Aren't Just Asking for Meetings Anymore
Traditionally, BDRs have centered their efforts around asking prospects for meetings. However, our Buyer Experience Research showed that buyers are highly unlikely to agree to meetings until they have selected a vendor. Instead of pressuring buying team members into premature demos or discovery calls, BDRs and sales…
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Wednesday Wisdom: The Contracting Phase of the B2B Buying Process (A Report)
Hey all, We blinked and it's Wednesday Wisdom again! 🧠✨ Today, we have another report in our B2B Buyer Experience Research series, all about how the contracting process influences buyer satisfaction. Our research showed that B2B buyers often view the contracting phase as an important determinant for future purchases from…