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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…
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Wednesday Wisdom: Out of Sight, (Almost) Out of Time - The 6sense Buyer Experience Report
The B2B Buyer is a group of around 9 to 10 individuals working together to purchase a solution for their organization. These groups spend the majority (70%) of their nearly year-long purchase journey researching providers and the intended solution before making direct contact with sellers. The group is a united front, all…
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Metric Monday: Ten Insights from our 2024 B2B Buyer Identification Benchmark
Hi everyone, Earlier this year, we surveyed over 500 B2B professionals to understand how their organizations identify potential buyers. As announced in this post, we analyzed their responses and compiled a report with key insights. Here are 10 takeaways: Group-Based B2B Purchasing: Typical B2B purchases are made by groups…
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Metric Monday: How Many Contact Attempts Do BDRs Make?
We surfaced a ton of insights from our BDR survey earlier this year - one of them being the number of touches (email, phone, social, etc) per lead individual BDRs make before giving up and moving on. BDRs reported that they are making approximately 17 attempts per contact, with a relatively even spread among social…
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Wednesday Wisdom: How much of your TAM is in-market? (An Article)
Hi all, We have an oldie but goodie today. Last year, we surveyed nearly 400 B2B marketers and sellers to ask them about the percentage of their Total Addressable Market (TAM) that's actively in-market for their solution in any given quarter. Sellers with higher solution prices had fewer in-market buyers. We also looked at…
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Metric Monday: Blended Go-to-Market Strategies Are Associated with More Buying Signal Usage
Hi all, A few weeks ago, we announced the publication of our 2024 B2B Buying Identification Benchmark all about how 500+ revenue teams identify potential buyers. We've discussed in other posts how overall buying signal utilization (3rd party intent data, email and ad clicks, etc) is low across B2B. The data show that most…
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Wednesday Wisdom: The Significance of Variability Testing in B2B Marketing (An Article)
Happy Wednesday (Wisdom)! We have a new read for you today! The Significance of Variability Testing in B2B Marketing is all about our pursuit to understand what drives inconsistencies in outcomes - what we refer to as variability in the sciences. Variability is all around us in everyday life and in business. Businesses…
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Metric Monday: Digital and Human Interactions Per Buyer Per Vendor by Level and Role in the Purchase
Happy (Metric) Monday! A couple weeks back, we discussed the number of interactions buyers are having throughout their purchase journeys. We saw that all buyers, from individual contributors to the c-suite, engage in double-digit interactions with each vendor on their short-list (buying is hard!). This week, let's add an…
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Wednesday Wisdom: The Lead-Based Approach Has Failed Us: It's Time to Move On
Hi all, We have an incredibly rich resource to share with you today. The Lead-Based Approach Has Failed Us: It's Time to Move On, written by @Kerry Cunningham, is a guide created to provide you with the insights to advocate for change within your organization. For too long, many have operated in a disconnect between what…
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Wednesday Wisdom: New Resource - A Guide to Statistics for B2B Revenue Teams
Hey all, One of our goals at 6sense Research is to make our research accessible to everyone. We want our audience – you – to engage with our research, understand and have full visibility into our findings. One of our initiatives to support this goal has been underway for the last several months, and we could not be more…
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Metric Monday: Overutilization of Form-Fills, Underutilization of De-Anonymized Web Traffic
Happy (Metric) Monday, all. If you've been following along in recent weeks, you'll know that we recently wrapped up a study investigating how teams identify buyers. The report spans a wide range of topics, from go-to-market strategies and budgets to common challenges, tools, data sources, and much more. But what's the…
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Wednesday Wisdom: Variability Testing in B2B - Why We Do What We Do (A Blog)
Businesses invest significant resources in their marketing and selling efforts, but there are often a wide range of outcomes. For example, organizations frequently want to know: Why do some marketing campaigns yield stellar results while others fall flat, even when using tactics that are known to produce good results? Why…
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Wednesday Wisdom: The Three Principles of Modern B2B Marketing (Just Published)
A crucial transformation is needed in the way B2B organizations target and engage potential buyers. This need stems from a fundamental disconnect between how buyers buy, and the strategies employed by B2B companies to attract buyers. Central to this transformation are three core principles that define modern revenue…
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Metric Monday: Number of Touches Buyers Have with Vendors on Their Short-Lists
Last fall, we asked nearly 1,000 B2B buyers how many interactions (reading content, watching videos, talking with vendor personnel, etc.) they had across their buying process with the winning vendor. We found that a typical 10-member B2B buying team had 160 digital and human-mediated (16 each, on average) over the course…
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Wednesday Wisdom: How Is Your Org Doing?
Across all of our surveys, we ask respondents how well (or not) they believe their company has performed financially over the past 12 twelve months. In early fall of last year, we compiled all of these answers and wrote a blog about what people were saying. The overall trend was really interesting next to the discussions…
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Metric Monday: Our Second Year Tracking Form-Fill Rates
When we asked marketers last year, their average form-fill rate was 3.5%. When we asked them again this year in our B2B Buyer Identification Benchmark study, the answer was much the same, 3.7%. Our findings align closely with what others have seen as well- Unbounce reports 3%, Search Engine Land reports 3% to 5%, and…