Metric Monday: Do Marketers Recognize and Prioritize Multiple Lead Signals from the Same Account?

saraboostani

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, depending solely on a single form submission to identify in-market prospects is ineffective. It fails to differentiate between casual browsers and active buying team members. A stronger signal of potential buyer interest is when multiple individuals from the same company research similar solutions at the same time. The more people from the same account engaging in this behavior, the higher the chance of a real buying opportunity.

To find out whether organizations are aware of and act on this signal, we asked marketers if they prioritize accounts that have generated multiple leads. An encouraging 74% of organizations said they do prioritize these accounts, up from 61% in our 2022 study. This indicates a growing awareness of active buying processes and is great news!

@Kerry

Kerry

This was definitely one of my favorite findings from recent research. That the vast majority of marketing orgs now recognize buying groups in their lead data is definitely a cause for celebration. Now we're seeing a number of big players start to enable this in their tech (Adobe/Marketo & LinkedIn to name two).