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Wednesday Wisdom: Boost Financial Performance with ABM (An Article)
In our report Doing One Thing and Measuring Another, we found that organizations that adopt an account-centric approach tend to perform better financially. In this paper, The Impact of ABM and Measurement on Companies' Financial Performance, we examine additional factors specific to how and what an organization measures…
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Metric Monday: The Gaps in ABM Strategy Assessment
While a significant portion of marketers we surveyed embrace ABM strategies, the deficiency in monitoring account-centric metrics hinders their ability to know what’s working. For example, fewer than 50% of organizations with ABM practices, do not measure whether they get opportunities, pipeline or revenue from those…
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Wednesday Wisdom: Anonymous Website Visitors (An Article)
Last year, we surveyed B2B organizations about their strategies for identifying potential buyers. Now, we’re gearing up for another round of data collection to see what, if anything, has changed. Last year’s findings were striking: 97% of website traffic is anonymous, and 74% of B2B organizations do not de-anonymize their…
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Wednesday Wisdom: The Power Of Intrinsic Motivation on BDR Success (An Article)
I learned a lot about intrinsic motivation during my graduate studies, so it was fascinating to see its impact in our own research. Intrinsic motivation, or our internal drive that comes from our personal interests and values, rather than external reward, is a powerful thing. When we find this in our work, there are many…
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Metric Monday: Countdown to the 2025 State of the BDR Report - Supported BDRs Earn More Quota
Hi all, Happy BDR Appreciation Week! 🎉 This week is all about celebrating BDRs and equipping you with insider tips to boost your skills. Here’s what’s in store: 💙 Hands-on guides to elevate your prospect outreach, social selling, multi-threading, and more. 💙 AI-powered strategies to make your workflow easier and help you…
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Metric Monday: What Does Marketing Report to the Board and Senior Leadership? Benchmark Data
Hi all, As a part of this year's Marketing Attribution and Contribution Research, we asked 700+ B2B marketers what they report to their Board and senior leadership. Forty-two percent of our sample said that they report at least one metric to the Board, but most report two to three (2.4). This year’s data show that…
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Metric Monday: How much influence do sellers have on the purchase requirements of B2B buyers?
Hey all, Its been a couple weeks since we've had a Metric Monday due to the holidays. But we're back and today's metric is 🔥 As sellers, how much influence do we have on the purchase requirements of B2B buyers? Discussed in our 2023 Buyer Experience Report, a striking 78% of buyers revealed they've completely or largely…
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Metric Monday: How far along in the buyers journey are B2B buyers when they finally engage sellers?
As you might have read in this post, we recently wrapped up a survey asking 900+ B2B buyers about their experience. What did we find? B2B buyers are 70% of their way through their buying process by the time they engage sellers directly. In a typical deal cycle, that’s eight months in. This means buyers have started their…
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2026 BDR Research Update
Hi all, We're about to close the books on this year's BDR survey. We had over 700 BDRs participate🤩 Thanks to all those who contributed. We're looking forward to writing up the results - we're already picking up on so many interesting stories in the data. So many new questions added this year, and so many oldies we've been…
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Wednesday Wisdom: MQLs - Like Printing Money
Love this piece from @Kerry! In MQLs: Like Printing Money Kerry discusses how one of B2B’s earliest breakthroughs — the form-fill — slowly lost its meaning. What started as a genuine signal of buying intent became something we learned to manufacture at scale, but can hardly be considered a true buying signal anymore. Why…
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Wednesday Wisdom: 2025 ABX Talent Report (New!)
Hi all, In partnership with Sloane Staffing, we produced a new report exploring the current state of ABX talent strategy. It takes a close look at how ABX teams are structured, what roles are in demand (and at what experience level), which skills are prioritized, where organizations are running into hiring and retention…
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Wednesday Wisdom: Science of B2B Statistics Glossary - Correlations
Hi all, Not our typical #WednesdayWisdom reading recommendation, but I wanted to highlight a resource from the research team: our Statistics Glossary. We created it to help you better understand our research and grasp common statistics we encounter in both professional and personal contexts. It’s designed for everyone,…
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Wednesday Wisdom: 2024 BDR Report Highlights & A Look Ahead to 2025 – Join the Story!
Hi all, We're starting to analyze responses from this year’s BDR survey as we prepare for our upcoming State of the BDR Report—one of our favorite projects of the year. I wanted to share last year’s report, which I still reference regularly. There's a lot of good in there (if I do say so myself) - in it, we discuss: How…
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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…