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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 Monday: Evolving Marketing Attribution and Measurement (2023 vs. 2024)
For the past two years, we've asked upwards of 1,000 B2B marketers how their teams' contribution to revenue is measured. The tracking of nearly all measurements are down this year. Traditional legacy measures like MQLs and leads appear to be on the decline in favor of more strategic metrics aligned with our Three…
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Wednesday Wisdom: Out of Sight, (Almost) Out of Time - The 6sense Buyer Experience Report
The B2B Buyer is a group of around 9 to 10 individuals working together to purchase a solution for their organization. These groups spend the majority (70%) of their nearly year-long purchase journey researching providers and the intended solution before making direct contact with sellers. The group is a united front, all…
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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: 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 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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Wednesday Wisdom: The Great Gate Debate - To Gate or Not to Gate
Happy Wednesday Wisdom 🧠 Last week, we released a new report based on our B2B Buyer Experience Research that details the activities buyers get up to during their purchase journey. An important finding from that report is that barely over 30% of active buying team members ever fill out forms - even on vendors' websites they…
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Wednesday Wisdom: CMO Compensation $$ (A Report)
Hi all, Last year, 6sense Research surveyed nearly 400 CMOs and other senior-level B2B marketing leaders about their pay and compensation packages. We expanded the same study this year to include all levels in marketing and we can't wait to share that report with you all very soon! In the meantime, the CMO report is super…
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Metric Monday: Form-fill rates across industries, regions, and company sizes...
A few weeks ago, we shared that only 3% of website visitors complete onsite forms, leaving 97% of valuable web traffic unidentified. Today, let’s double-click into this metric. Are form-fill rates different across industries? Does it vary by geography? What about company sizes? Our study of nearly 200 B2B professionals…
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Metric Monday: Is More Training the Solution for Leveling Up BDR Performance?
Happy (Metric) Monday, RevCity! Let’s chat about one of our faves in the biz: BDRs/SDRs 🙌! Both this year and last, 6sense Research surveyed BDRs about their jobs and how supported they feel in their roles. Both times, we found that support played a huge role in BDRs’ performance. In fact, the impact of BDRs' perceived job…
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Metric Monday: Measurement Matters (And Pays)
Hey all! We blinked and it’s Metric Monday again! But no complaints here because it's one of our favorite days of the week at 6sense Research. Metric Monday is the day we bring you a stat we've discovered through our primary research. And today's topic is all about measurement ⏳ and money 💸! In almost all of our surveys,…
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Wednesday Wisdom: The Lead-Based Approach Has Failed Us (Now with Additional Resources)
Hi all, A few weeks ago, we shared the guide, The Lead-Based Approach Has Failed Us: It's Time to Move On written by our Head of Research, Kerry Cunningham. We've recently made some additions to the report, including videos from Kerry sharing additional context and examples. There's five new videos to check out, with even…
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Metric Monday: How many BDRs use AI tools, and how do they feel about it?
In our latest BDR survey research, we included a few questions about AI to understand if, and how, BDRs are currently using AI tools in their jobs. Nearly 40% of respondents reported using a least one AI-based tool, with Call Transcription and Email Writing tools being the most popular. We also examined attitudes toward…
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Wednesday Wisdom: Never Say Never
Hi everyone, I'd love to share another deep-dive report we wrote based on our most recent Buyer Experience research. On Monday I posted about buyers extensive experience evaluating solutions/vendors. What this report explores is just how durable that experience is. Buying groups carry it forward into shortlists, early…
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Metric Monday: 2025 Buyer Experience Metric Dashboard
Hi all, We’ve been getting a lot of requests for buyer-experience data broken out by solution type, purchase cost, and more — and I’m excited to share we have something for you 🙂. We’ve built a dashboard that lets you explore a selection of core metrics from this year’s main Buyer Experience Study. You can filter by…
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The B2B Buyer Experience Report 2025: Links Inside!
Hey all, I’m thrilled to share that this year’s Buyer Experience Report is now live — free, ungated, and available to read online. This year’s research was a collaboration between us here at the Science of B2B and our partners at 2X, MarketOne, LeadFabric, and Green Hat. We’re grateful to our sponsors for broadening the…
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It’s All Happening This Week at Breakthrough — Get Our 2025 Buyer Experience Research on the 12th
Being the first vendor a buyer talks to means you win the deal because you’re that persuasive, right? That’s not how it works. You can’t race your way to the front — buyers decide who’s first in line and begin seller engagement with their favorite when they’re ready. Three years of global Buyer Experience Research and this…
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The Countdown Is On: 2025 B2B Buyer Experience Report
It's our favorite time of year over here at the Science of B2B — our 3rd year of Buyer Experience research (from 4,000+ B2B buyers) is available in just a little over three weeks! New questions asked and answered in this year's research with tons of interesting findings — especially around AI! And it turned out to be…