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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…
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Metric Monday: B2B Email Response Rates - Rise and Reply ☀️
Hi everyone, Happy (Metric) Monday ☕️ Over the past few weeks, we’ve been looking at B2B email reply rates from ~ 625,000 emails sent in the first half of 2025. These messages span recipients across North America, APAC, and EMEA, with all times adjusted to each recipient’s local region. Replies follow the clock —…
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Wednesday Wisdom: Introducing...Lies My Marketing Experience Told Me (video series)
Hi everyone, @Kerry hasn’t just been turning out the 🔥 written content — he’s also been busy on the mic 🎤. Our Head of Research has a new video series: Lies My Marketing Experience Told Me. Each episode features B2B go-to-market leaders sharing “truths” they once believed—but don’t anymore—and the perspectives that changed…
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Metric Monday: More on B2B Email Reply Rates - Is Friday the Sweet Spot?
Hey all, Over the past couple of weeks we’ve been digging into data from ~625,000 emails sent in the first half of 2025. In the Americas, reply rates dip slightly on Thursdays but then uptick on Fridays — looks like inboxes open up just as the weekend’s about to begin! @Kerry
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Wednesday Wisdom: The Imaginary Buyer at the Heart of Our Ineffective Marketing
Love this one from @Kerry! 👉 The Imaginary Buyer at the Heart of Our Ineffective Marketing Buying is so much more complex than we often portray it — and when you put yourself in those buying shoes, so many things become blindly obvious. Do you fill out forms? I avoid them whenever I can. Would you commit your company to a…
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Metric Monday: How long should my subject line be? B2B Email Response Rates
Hey all—still digging into those ~625,000 emails from the first half of 2025 (see last week's post). Subject lines with fewer than 5 words got the highest response rates. Think about how you might be able to minimize :) less is more, they say! @Kerry
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Wednesday Wisdom: Who doesn’t love a tidy story?
Who doesn't love a tidy story? In B2B, we love a tale about how a deal came together - the heroic sales call, the perfect piece of content, the one touchpoint that 'made it happen'. They’re comforting. They give us something to point to. We’ve all told them at one point or another. But more often than not, they are just…
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Wednesday Wisdom: Intent Data Part 2: Why Sales Hates It (and Why That Makes Sense)
A couple weeks ago, I shared an article written by our head of research @Kerry arguing why intent data should not be called intent at all, but rather signals (highly recommend it if you haven’t read it already!!). In this follow up, Intent Data Part 2: Why Sales Hates It (and Why That Makes Sense), Kerry digs into what’s…
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Wednesday Wisdom: What is that smell?
Before germ theory, it was thought disease came from “bad air.” The smell was a signal — but it wasn’t the cause. In B2B marketing, we’ve made a similar mistake with MQLs. They can correlate with real opportunities, but they are far from what creates them. Our Head of Research, Kerry, just published another brilliant piece…
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Wednesday Wisdom: Intent Data? Let's Call Them Signals.
Hey all, Our Head of Research, @Kerry, put together a great article on why we need to step away from the term "Intent Data". The words we use carry weight — and in B2B, “intent data” has often promised more than it delivers. Kerry makes the case for a smarter, more actionable way to think about buyer behavior, one that…
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Metric Monday: The Only Door Problem in B2B Buying
I love this one! The Only Door Problem: Why B2B Keeps Mistaking the Channel for the Cause by our head of research, @Kerry . Kerry digs into why so many companies still believe MQLs (or other late-stage signals) create demand — when in reality, they’re just catching buyers at the tail end of a long, self-directed process.…
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Metric Monday: Hybrid ABM Measurement
Hey all, Here’s another one from our Marketing Measurement benchmark. In past Metric Mondays, we’ve discussed how around 80% of marketing organizations attempt to execute account-based practices but continue to rely heavily on legacy metrics (like leads) to measure success. Those metrics, however, don’t reflect ABM’s…
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Wednesday Wisdom: How Measurement Priorities Shift with Solution Price
How does marketing measurement shift as solution prices go up? Attribution models, reporting priorities, and what gets tied to compensation evolves with deal size. In our latest benchmark, we report on what teams track (and what they don’t) across different price tiers—where measurement practices change, where they stay…
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Metric Monday: You Can’t Scale What You Don’t Report
Hi all, Here's another one from this year's Marketing Measurement Benchmark: Fewer than half of ABM teams report ABM performance indicators to the board. That’s a big red flag 🚩 If ABM is going to scale and become a core part of the revenue engine, it needs to make its way to the top. It’s yet another sign that while 80%…
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Wednesday Wisdom: Starbucks Efficiency Trap
Hi all, Hope you're all having a great Wednesday (Wisdom 😉💫). So many great reads out there, so little time - here’s a shorty but goodie! Our Head of Research, @Kerry, draws a sharp parallel between Starbucks’ shift to mobile ordering and how B2B marketing became overly industrialized. While Starbucks streamlined…
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Metric Monday: Attribution in 2025 — Still Missing the Mark
Hi all, Another metric from this year’s 2025 Marketing Measurement Benchmark: 87% of B2B marketing teams report using attribution models. That includes 92% of ABM teams and 68% of legacy teams. But most attribution practices fall short of capturing how buying decisions are actually made. Multi-touch is the most commonly…
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Wednesday Wisdom: The Emotions Behind B2B Buying (LinkedIn Article Rec)
Hi all, This new piece from LinkedIn puts language to something that doesn’t get talked about enough in B2B: the emotional stakes behind big buying decisions. Their concept of Buyability focuses on what gives buyers the confidence to move forward—not just that the solution will work, but that the decision can be defended…
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Metric Monday: Brand to Demand Spend
When budgets shrink, brand is the first to go. Among the ~400 B2B marketers we heard from, those with increased or unchanged marketing budgets in 2025 allocate ~30% of their brand + demand spend to brand. But when budgets decrease, that share drops to 20%. It’s a predictable move—but not a strategic one. Cutting brand may…
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Wednesday Wisdom: Revisiting the Three Principles of Modern Marketing
Hi all, We’ve just wrapped our third annual Marketing Measurement study—our ongoing look at how B2B marketers track and report performance. Writing is underway, and we’re looking forward to sharing this new benchmark with you soon. We’re still seeing many of the same tensions that led us to outline the Three Principles of…