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Metric Monday: Are BDR Teams Still Growing?
Last year, nearly 80% of BDRs said their organizations were either hiring or maintaining headcount. I’m interested to see how that number has changed — if at all — over the past year, especially given Gallup’s latest global polling showing the economy remains the top concern worldwide. How many organizations have had to…
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Metric Monday: BDR AI Adoption
Hey all, In 2024, just over half of BDRs (53%) reported using AI tools in their jobs. That number rose to 62% in 2025—and I’m very curious how it looks this year. We’re currently collecting responses for our annual State of the BDR study and would love to hear from you if you’re a current BDR/SDR. As a thank-you, you’ll…
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BDRs/SDRs - share your experience + $10 UberEats on us!
Hey BDRs! It’s that time of year again — our annual State of the BDR study is open. Each year, hundreds of BDRs take part to help build an industry benchmark on how the role is evolving, especially as things change with AI and market conditions. If you are actively prospecting and qualifying prospects, we’d love to hear…
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Wednesday Wisdom: Research on Top Drivers of Final Vendor Choice in B2B
Happy Wednesday, all! Brand familiarity seems to be the baseline requirement for most spots on B2B shortlists, but things like solution features, ease of implementation, and price also move the needle when it comes to the final pick. This deep dive report examines the drivers behind the final “yes” — how buying teams come…
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Wednesday Wisdom: Never Say Never
Hi everyone, I'd love to share another deep-dive report we wrote based on our most recent Buyer Experience research. On Monday I posted about buyers extensive experience evaluating solutions/vendors. What this report explores is just how durable that experience is. Buying groups carry it forward into shortlists, early…
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Metric Monday: How Many Formal Evaluations Has the Average Buyer Completed?
Happy 2026, y'all! I'm looking forward to the year ahead and all the research we will discuss here in Research Road 🙂 New year, new buying group? Not really. Our Buyer Experience research shows buyers bring extensive experience to the table. The average B2B buyer has been through eight to nine formal purchase journeys in…
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Metric Monday: Vendor Interactions Remain Steady Despite LLM Adoption
Happy Metric Monday! In our buyer research this year, nearly every buyer (94%) reported using an LLM at some point during their buying journey, with usage peaking in the middle. At the same time, the number of interactions buyers had with vendors—both human and digital—did not change compared to prior years. Statistically,…
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Metric Monday: 2025 Buyer Experience Metric Dashboard
Hi all, We’ve been getting a lot of requests for buyer-experience data broken out by solution type, purchase cost, and more — and I’m excited to share we have something for you 🙂. We’ve built a dashboard that lets you explore a selection of core metrics from this year’s main Buyer Experience Study. You can filter by…
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Wednesday Wisdom: B2B Buying Under Economic Pressure in 2025 (Deep Dive Report)
Persistent macroeconomic uncertainty has found many in a defensive crouch this year -- slowing hiring, tightening budgets, and raising the bar for new investments. The undercurrent was strong enough to merit inclusion in this year’s B2B Buyer Experience research -- and it's had a measurable impact. Contrary to what we…
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Metric Monday: Longer Validation Phase, More Time to Influence??
Hey all, Happy Monday! Our head of research @Kerry wrote about a really important distinction re: one of the findings in this year's buyer experience research. This year, we found that the Selection Phase (the part of the buying journey where buyers form their shortlist, set their preferences, and identify the vendor…
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Wednesday Wisdom: “AI Inside” Is Catalyzing an Earlier Point of First Contact (POFC)
For years, buyers waited until 70% of the buying journey to engage sellers. It was so consistent that we dubbed this moment the Point of First Contact Constant. The name was justified; it held true across product categories, price points, and nearly everything in between. This year, however, to our surprise that point…
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Metric Monday: Just How Experienced Are Your Buyers?
Hi all! Across our years of research on B2B buying, we’ve seen time and again that buyers move well into their journeys and, in 8 out of 10 cases, decide who they’ll buy from before ever speaking to sales. In our first year of studying this, we deduced that this independence is possible for two main reasons. First, much of…
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Wednesday Wisdom: B2B Buyers Are Even Less of a Blank Slate Than We Thought
Hi all, If you’ve been following along in #ResearchRoad, you’ll know we just released our third year of B2B Buyer Experience Research. We surveyed more recent B2B buyers than ever, asked more questions than ever, and uncovered more findings than we’ve even finished writing about. That said, there’s already a lot to dig…
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🎥 Replay Ready! 2025 B2B Buyer Experience Report: How AI Is (and Isn’t) Disrupting Buying Journey
The replay from today's webinar session, The 2025 B2B Buyer Experience Report: How AI Is (and Isn’t) Disrupting Buying Journeys, is now available! Watch it here. ICYMI: 6sense’s Head of Research & Thought Leadership, @Kerry (Kerry Cunningham) and Marketing Research Analyst, @saraboostani (Sara Boostani), delve into the…
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Metric Monday: A Look at B2B Buying by Region
Shall we call this one Metrics Monday? There are so many findings from this year’s research we could talk about endlessly, but a good place to start is another thank-you to the sponsors behind this year’s Buyer Experience Research. We thank our sponsors — 2X, MarketOne, LeadFabric, and Green Hat — for helping shape the…
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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…