Metric Monday: The Challenges Marketers Face in Harnessing Buying Signals

In 6sense Research's new B2B Buyer Identification Benchmark, we dive into everything 500+ B2B marketers had to tell us about the way their organizations' identify buyers.

B2B buying teams generate thousands of digital interactions while searching online for business solutions. These interactions are cataloged and matched to accounts as 3rd-party intent data, which, when combined with traditional signals like email and ad clicks, provides a rich source of information for identifying in-market buyers. In our research, we asked marketers about 23 types of these signals.

Those without ABM practices collect 5 to 6 types of signals, while those with ABM strategies gather 7 to 8, leaving plenty of room for greater utilization of these signals.

Given this underutilization, we were interested to see if there were particular challenges that prevented marketers from using a greater range.  

We found that budget is no more of a challenge than time, technology, process, or skill. This suggests that the low usage rate of signal types is more due to a lack of belief in or understanding of their value, rather than in the budget, time, technology, process, or skill required to utilize them.

@Kerry