Metric Monday: Blended Go-to-Market Strategies Are Associated with More Buying Signal Usage

saraboostani

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 organizations use only a fraction of the available signal types to identify buyers, typically using between five and six out of the 23 signal types we surveyed.

In the report, we examine how various factors influence the types of signals organizations collect as buyers research solutions for purchase. One key factor we explored was the type of go-to-market strategy.

Interestingly, we found that companies with multiple strategies employ more types of signals than those with a single strategy. About 51% of our sample reported use of multiple go-to-market strategies (Traditional Blend and ABM Blend groups in the chart below).

We investigate signal usage across a number of other factors in the report, including the number of signal types used by companies with different financial backings and sizes. We'll leave the link to the report for more metrics like these. Our research is always free and never gated.

https://6sense.com/research/b2b-buyer-identification-benchmark/

@Kerry