Wednesday Wisdom: APAC Buying Journeys - New Report Release (6sense Research & Green Hat)

saraboostani
saraboostani Posts: 395 6senser
in Research Road

Hi all,

6sense Research had the pleasure of working with Green Hat on a study of the B2B buying process in APAC. Their report is now available, and it’s a must-read! Here are some highlights from what 700+ B2B buyers in APAC had to say:

  • Buyers in APAC work in teams of 12 to 13 internal stakeholders.
  • The average buying cycle lasts 13 months from the start of research to the final purchase.
  • 73% of the buying journey is complete by the time buyers engage with vendors.
  • 82% of buyers have mostly or completely set their purchase requirements before talking to vendors.
  • 82% of buyers reach out to their preferred vendor first.

Read about the implications of these findings in the report along with so many more insights! Get to the report by following the link below!

https://green-hat.com.au/b2b-report

@Kerry

Tagged:

Comments

  • Kerry
    Kerry Posts: 188 6senser

    It was a lot of fun working with the Green Hat team and the research is better for their input. And the report itself looks great. Things are a bit different for APAC buyers (but the big story is the same). Check out the report for the details.

Upcoming Events

  • BREAKTHROUGH 2026: The Agentic GTM Conference

    Breakthrough 2026 is three days built to help you win in the agentic GTM era, featuring real research, hands-on skill-building, and a certification to prove you can apply it, alongside the ideas, inspiration, and connections you'll carry with you long after the sessions end.

  • Special Edition RevLabs Live: Agentic GTM That Makes Sense

    About the Event Go-to-market is changing quickly, and 6sense continues to innovate to help you win in this agentic era. In this special edition of RevLabs Live, Kelly Hopping, Chief Marketing Officer, and Kimberly Bloomston, Chief Product & Technology Officer, will share the context behind 6sense’s next chapter and preview…

  • 2026 B2B Buyer Experience Report: The Secret Life of B2B Buyers

    Tune in for an exclusive webinar where 6sense’s Head of Research & Thought Leadership, Kerry Cunningham, and Sara Boostani, Sr. Marketing Research Analyst, draw on insights from the 2026 B2B Buyer Experience Report. They will share what more than 4,600 recent B2B buyers told us about why journeys stall, and what gets them…

Categories