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The B2B Buyer Experience Report 2025: Links Inside!
Hey all, I’m thrilled to share that this year’s Buyer Experience Report is now live — free, ungated, and available to read online. This year’s research was a collaboration between us here at the Science of B2B and our partners at 2X, MarketOne, LeadFabric, and Green Hat. We’re grateful to our sponsors for broadening the…
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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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Counting down to this year’s Buyer Experience Research - what do winning vendors have in common?
What do winning vendors almost always have? Prior experience with the buyer. And it goes deeper than brand familiarity. Our third annual Global Buyer Experience Study, based on the experiences of 4,000+ B2B buyers, lays bare just how much past relationships shape vendor selection. The full report comes out next week on…
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Wednesday Wisdom: MQLs - Like Printing Money
Love this piece from @Kerry! In MQLs: Like Printing Money Kerry discusses how one of B2B’s earliest breakthroughs — the form-fill — slowly lost its meaning. What started as a genuine signal of buying intent became something we learned to manufacture at scale, but can hardly be considered a true buying signal anymore. Why…
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Counting down to this year’s Buyer Experience research - most wins trace back to Day 1
Yes, we're counting down! We’re just two and a bit weeks away from sharing our third year of Buyer Experience research — and this year’s findings add even more dimension to what happens before sellers get involved. In fact, most B2B wins trace back to Day 1 🙊 (let’s be real — even before Day 1). Much of the shortlist is…
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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: Becoming Connoisseurs of the B2B Signal Gradient (an article)
Kerry never fails to give a good analogy! In his latest article, our head of research @Kerry compares B2B marketing to single-celled organisms. Amoebas sense and respond to their environment — moving toward nutrients, away from toxins, and adjusting constantly. Most marketing teams, by contrast, have operated in “transmit…
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Metric Monday: Who Replies Most? Email Response Rates by Seniority
Hey all—we recently got our hands on data from ~625,000 emails sent in the first half of 2025. Lots of interesting findings we’re excited to share. If you want an answer, looks like managers are your best bet! @Kerry
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Hiring for a senior 6sense strategist in India
We’re looking for a Senior 6sense Strategist (India-based) with 5–8 years in B2B marketing, ABM, and demand gen, and at least 2–3 years of direct 6sense strategy experience. The role involves hands-on work in platform setup, integrations, segmentation, and journey mapping—plus aligning 6sense data with SEO, paid media, and…
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Wednesday Wisdom: Introducing the Statistically Speaking Video Series
Hey all, I’m excited to share the first episode of a new video series from the 6sense Research team: Statistically Speaking, co-hosted by myself and our Head of Research, @Kerry. Short, plain-English episodes about the benchmarks and headlines we all run into every day. We unpack common statistical misconceptions, look at…
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Metric Monday: Today’s Buyers Have High Expectations for AI — Q: With or Without the Extra Cost?
Saw this meme👇️ earlier on LinkedIn and our latest research points in much the same direction 🤪 - I'd add one more panel that says “And we want it for free.” When we surveyed marketing leaders earlier this year, about half had a dedicated budget for AI. Yet in our most recent Buyer Experience study (details coming soon 😉),…
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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…