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Metric Monday: Buying Experience Key Findings by Industry
Hi all, Over the past couple of Metric Mondays, we’ve been sharing key takeaways from our Buyer Experience Research, breaking down findings by factors like purchase cost and capability type (new business capabilities, renewals, etc.). Today, let's look at these findings by industry. Here’s a quick snapshot: one industry…
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Wednesday Wisdom: Defensive and Empowered Buyer Syndrome (New reads!)
Hi all, We have some new reads from this year's Buyer Experience Research. The first explores the fact that buyers are #defensive. They do not want to talk to sellers until they are ready and only they decide when that is. The data show that there isn't really anything you can do to change that. Buyers wait until 69% of…
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2024 Buyer Experience Study: Manufacturing Takeaways
Hey all, I'm a Market Research Analyst here on the 6sense Research team led by former VP and Principal Analyst with Forrester, @Kerry . Together, we research all things B2B. One of our favorite areas to study is the buying process. Over the past two years, we’ve heard from nearly 3,500 recent B2B buyers, learning a lot…
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2024 Buyer Experience Study: Financial Services Takeaways
Hey all, I'm a Market Research Analyst here on the 6sense Research team led by former VP and Principal Analyst with Forrester, @Kerry . Together, we research all things B2B. One of our favorite areas to study is the buying process. Over the past two years, we’ve heard from nearly 3,500 recent B2B buyers, learning a lot…
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Metric Monday: Buying Experience Key Findings by Purchase Cost
Hi all, Toward the end of our 2024 Buyer Experience Report (starting on page 56), you’ll find detailed breakdowns of the data, including key buying journey stats by purchase cost. We’ll soon be publishing an article dedicated to this table, but for now, here’s a preview of the numbers organized by deal size. Generally, as…
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Wednesday Wisdom: The Critical Period for B2B Buying & the Seventy-Percent Solution
In biology, some animals, like geese, experience critical periods in development. Geese imprint on the first moving object they see within the first 13 to 15 hours of life. Similarly, B2B buyers go through a critical period, occupying the first 70% of the buying process, which ends in the selection of their preferred…
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Buyer Experience Report - Key Findings
Hey champs 6Sense just made an amazing job with their Buyer Experience Report. Since we're talking about almost 500 pages I've made a recap to share internally but also though that it could make here and understand what are your thoughts and what will you make with this. This research spanned over two years and focused on…
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🎥 A Radical New View of How Deals are Won and Lost: The 2024 Global B2B Buyer Experience Report
In this webinar session, @Kerry shares shocking findings from the new 2024 Global B2B Buyer Experience Report. These findings will change how you understand B2B purchasing decisions and give your revenue team a big advantage. Listen in and learn the truth about how buyers are choosing, and how you can win the deal before…
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Wednesday Wisdom: Exploring the 2024 B2B Buyer Experience Report
Hi all, Last week, we announced the release of our 2024 B2B Buyer Experience Report, and I wanted to share a quick reminder. It’s an extensive report, with over 60 pages of insights into many different aspects of the buying journey. So whether you haven’t had the chance to dive in yet, or you’ve already bookmarked it,…
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Metric Monday:Point of First Contact Constant Goes Global–Buyers Spend 2/3 of Their Journey Rep-Free
Hi all, Last year, we asked over 900 recent B2B buyers in North America when they first engaged with sellers during their buying journey. The overwhelming response was 69% of the way through their process—from the start of research to the final purchase. This "point of first contact" remained so consistent that we…
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Wednesday Wisdom: It’s Here - Introducing the 2024 Global B2B Buyer Experience Report
Hi all, The 6sense Research team is incredibly happy to announce the release of our 2024 Global B2B Buyer Experience Report. In its second year, this research has grown both in scale and scope, with more respondents and the inclusion of buyers across the globe. What began last year with insights from nearly 1,000 B2B…
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Metric Monday: Gartner finds 75% of B2B buyers prefer a rep-free sales experience
Hi all, Who’s familiar with Gartner's finding that 75% of B2B buyers prefer a rep-free sales experience? Heaps of other research, including our own, also show that buyers don't reach out to sellers until two-thirds of the buying journey is behind them. Buyers are #defensive and prefer to navigate the majority, if not the…
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Wednesday Wisdom: Science of B2B Podcast - The Point of First Contact Constant
Hi everyone, Last week, we talked about Episode 1, Season 2 of the Science of B2B Podcast hosted by @Kerry. This week I'm highlighting another must-watch episode, The Point of First Contact Constant. In this episode, Kerry discusses a finding from our B2B Buyer Experience Research — one that we found fascinating to…
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Metric Monday: Bain & Google Found 90% of B2B Buyers Stick to Their Day One Shortlist
Hi all, Who here is familiar with the Bain and Google stat that shows 80% to 90% of B2B buyers already have a shortlist of vendors in mind before they even begin their research? Plus, 90% of those buyers end up choosing a vendor from that original list. The 6sense Research team is wrapping up a study that fully supports…
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Wednesday Wisdom: The Science of B2B Podcast & Cheers to 10K RevHeads
Hi everyone, First off, RevCity hit 10,000 members this week! 🎉 I love being apart of this community - all 10K of you make this a great place to connect and learn. If you're new here and haven’t yet joined, the 6sense Research team, led by former Forrester VP and Principal Analyst Kerry Cunningham, has its own RevCity…
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Metric(s) Monday: More Key Stats on APAC Buying Journeys (2024)
Hi all, Last week, we shared the first half of an awesome infographic created by the Green Hat team on key findings from our APAC buying journey research. Below is the second half. APAC buyers typically evaluate one more vendor than their North American counterparts did in last year’s study, where the average was 4…
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Wednesday Wisdom: How Purchase Types Impact the Buying Journey (2023 Buyer Experience Research)
Hi all, As we gear up for the release of the 2024 Buyer Experience Report (so soon!), I’ve been revisiting the reports we published last year on the topic (you can find the full list of reports below). One of those reports focuses on the buyer’s journey for different types of purchases—whether acquiring new business…
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Metric(s) Monday: 5 Key Stats on APAC Buying Journeys
Hi all, The Green Hat team did a great job putting together this infographic of some of the key stats we found in our research of the APAC buying journey. APAC teams work together in groups of 12 to 13 people over the course of more than a year, during which, they spend 73% of it working independently (without sellers),…
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Metric Monday: Top 10 Factors APAC Buyers Consider When Choosing a Vendor
Hi all, Last Metric Monday, we took a look at a new question we asked in our buyer experience research with the GreenHat team. Let's look at another one today - this year we asked buyers to share the top decision drivers they consider when selecting a winning vendor. Below is what APAC buyers had to say. While price,…
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Wednesday Wisdom: ABM KPIs are Underused and Overlooked, Thwarting Your Team’s Impact (and Value)
Happy Wednesday, everyone! Last year, @Kerry wrote this quick (3-min) but crucial read on key metrics that many marketing organizations neglect to measure. Specifically, he discussed the implications of measuring three KPIs and their underutilization. Marketing Contribution to Pipeline: While most ABM marketers use intent…