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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…
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Metric Monday: Prior Vendor Experience Among APAC Buyers
Hi all, This was a really interesting finding from our APAC B2B Buyer Experience research we did with the GreenHat team. Out of the 733 B2B buyers we surveyed in APAC, 84% had prior experience with the vendor they ultimately bought from. We asked the same question to buyers in North America and Europe, and we're looking…
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Wednesday Wisdom: APAC Buying Journeys - New Report Release (6sense Research & Green Hat)
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…
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Metric Monday: Advanced Measurement Practices That Set ABM Teams Apart
Hey all, In our 2024 Account-Based Marketing Benchmark we highlight ten things that teams with ABM programs do differently (or don't) from teams that don't practice ABM. One of those distinctions is that ABM teams use more advanced metrics to measure their success. By 'advanced,' we refer to metrics that adhere to the…
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Wednesday Wisdom: Gaining Clarity on B2B Buying Groups - What We've Learned Since This Article
Happy Wednesday Wisdom! Two years ago, the 6sense Research team published one of its first reports on B2B buying groups, Gaining Clarity (Sort of) on B2B Buying Groups. Since then, we’ve surveyed over 4,000 B2B practitioners about the size of the buying groups they work with, either as marketers/sellers or as buyers. What…
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Metric Monday: 2024 Update on Marketing-Sourced and Influenced Metrics
Last year, we shared a Metric Monday post about what B2B marketers told us in 2023 regarding their use of marketing-sourced versus marketing-influenced metrics. Marketing-Sourced Metrics: Aims to identify which deals and their associated revenue were first uncovered or engaged through marketing activities.…
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Metric Monday: Evolving Marketing Attribution and Measurement (2023 vs. 2024)
For the past two years, we've asked upwards of 1,000 B2B marketers how their teams' contribution to revenue is measured. The tracking of nearly all measurements are down this year. Traditional legacy measures like MQLs and leads appear to be on the decline in favor of more strategic metrics aligned with our Three…
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Wednesday Wisdom: The 2024 Account-Based Marketing Benchmark (New!)
Hi all, We are thrilled to announce the release of another benchmark report. A few weeks ago, we launched our B2B Buyer Identification Benchmark, followed by the B2B Marketing Attribution and Contribution Benchmark last week. The first report answers: How are revenue teams approaching the market? How do they identify…
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Wednesday Wisdom: The Three Principles of Modern Marketing
Hi all, A couple of months ago, we announced the publication of the Three Principles of Modern Marketing. We're resurfacing this resource for our Wednesday Wisdom read today, as the three principles are central to our two most recently published benchmark reports. The 2024 B2B Marketing Attribution and Contribution…
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Metric Monday: What Does Marketing Report to the Board and Senior Leadership? Benchmark Data
Hi all, As a part of this year's Marketing Attribution and Contribution Research, we asked 700+ B2B marketers what they report to their Board and senior leadership. Forty-two percent of our sample said that they report at least one metric to the Board, but most report two to three (2.4). This year’s data show that…
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Wednesday Wisdom: The Lead-Based Approach Has Failed Us (Now with Additional Resources)
Hi all, A few weeks ago, we shared the guide, The Lead-Based Approach Has Failed Us: It's Time to Move On written by our Head of Research, Kerry Cunningham. We've recently made some additions to the report, including videos from Kerry sharing additional context and examples. There's five new videos to check out, with even…
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Participate in This Year's 2024 Buyer Experience Research
Hi all, If you follow our Research Road you are most likely familiar with our 2023 Buyer Experience Report which found that buyers choose a winner before talking to sellers, among many other headlines! As mentioned in an earlier post, we are doing the research again this year. And, we would love for you to participate! Not…
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Metric Monday: How Many Teams Are Using Waterfall Models and Which Types? 2024 Insights
Waterfall models are structured frameworks that track a company’s relationship status with prospects. These models provide organizations with a systematic approach to track and manage the progression of selling opportunities toward close. Waterfall models vary in the definition of stages and in where they initially begin…
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Metric Monday: Ten Insights from the 2024 Account-Based Marketing Benchmark
Hi all, Last week we announced the publication of our 2024 Account-Based Marketing Benchmark. This benchmark combines data from two of our recent studies to provide an overview of how 1,332 B2B marketers are approaching a number of critical activities — from identifying and targeting potential buyers to measuring and…
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Metric Monday: Ten Insights from our 2024 Marketing Attribution and Contribution Benchmark
Hi everyone, Last week, we announced the publication of our 2024 B2B Marketing Attribution and Contribution Benchmark. We surveyed over 700 B2B marketers to ask them how their organizations asses their contribution to revenue production. Here are ten takeaways from the report: Account-Based Marketing is still on the rise,…
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Wednesday Wisdom: The 2024 B2B Marketing Attribution and Contribution Benchmark (New!)
Hi all, We're really excited to announce that we've just released 6sense Research's 2024 B2B Marketing Attribution and Contribution Benchmark Report. It's our second year doing this research and there are both some important differences and similarities to last year. You can’t manage what you don’t measure. And,…
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Don't forget to manage your review sites!
This isn't directly 6sense related, except in the case of G2, but is important nonetheless. A few days ago we started working on revitalizing our own G2 and Capterra presences. We know that a lot of the B2B decision process is done before buyers ever make contact with sellers. And it's done through channels like marketing…