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Metric Monday: LLMs Join the Buyer Journey — They Don’t Replace It
Hi all, Our head of research @Kerry wrote a great LinkedIn article taking on the chatter about LLMs overtaking search traffic and intent data — or so 'they' say. It’s absolutely packed with stats that tell a very different story (some of which are net-new 🎉 from our 2025 Buyer Experience Study coming in November). I’ve…
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Metric Monday: Buyers Say They’re Open to Switching—But Are They Really?
Hey all, In early readouts of data we’re collecting now, it appears buyers seem open to considering other vendors after group consensus has been established on a preferred winner. However, the data also tells us (and has for years) that, in actuality, most often (over 80%) they do not. It's fascinating, and it brings me…
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Wednesday Wisdom: The State of BDR Teams in 2025
Hi all, I wanted to reshare this great post from @Saima recapping our latest BDR research. There’s been plenty of debate about what AI might replace — but this year’s BDR data shows the function remains a vital driver of pipeline and revenue. AI isn’t replacing BDRs (at least not yet); instead, it seems the most effective…
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Metric Monday: Buying AI or Just Buying with AI?
Hi all, We know that many buyers are using AI as a tool during their buying journey (more on that soon 😉), but what about the solutions they’re actually buying—how often do those come with AI embedded or carry an expectation of AI capabilities? In a study we conducted earlier this year, about half of organizations said…
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Wednesday Wisdom: 2025 ABX Talent Report (New!)
Hi all, In partnership with Sloane Staffing, we produced a new report exploring the current state of ABX talent strategy. It takes a close look at how ABX teams are structured, what roles are in demand (and at what experience level), which skills are prioritized, where organizations are running into hiring and retention…
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Wednesday Wisdom: Seeing What We Expect to See (short read)
Hi all, In the piece I’m recommending today, Kerry opens with a discussion of predictive processing - something I often think about while hiking. I go to the same place almost every day and wonder how much of what I see, especially out of the corner of my eye, is real and how much is just my brain filling it in. It’s…
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Metric Monday: Hybrid ABM Measurement
Hey all, Here’s another one from our Marketing Measurement benchmark. In past Metric Mondays, we’ve discussed how around 80% of marketing organizations attempt to execute account-based practices but continue to rely heavily on legacy metrics (like leads) to measure success. Those metrics, however, don’t reflect ABM’s…
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Wednesday Wisdom: Software, Services, or Physical Goods - Do You Measure Marketing Like Your Peers?
Hey all, Last week I shared our Marketing Measurement Benchmark based on the cost of the solution you’re selling. We also have that benchmark by the type of solution you sell - software, services (business, financial, etc.), or physical goods. Across all groups, what reaches the boardroom skews heavily toward MQAs and…
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Metric Monday: Day 1 Shortlists & Participating in 2025's Buyer Experience Research
Hi all, We’re excited to be underway with our third year of buyer experience research! Over the past two years, this study has taught us so much about the buyer’s journey — and this year is no exception. We’re already noticing patterns in the data that are shifting in unexpected ways and some that are entirely new thanks…
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Wednesday Wisdom: How Measurement Priorities Shift with Solution Price
How does marketing measurement shift as solution prices go up? Attribution models, reporting priorities, and what gets tied to compensation evolves with deal size. In our latest benchmark, we report on what teams track (and what they don’t) across different price tiers—where measurement practices change, where they stay…
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Metric Monday: You Can’t Scale What You Don’t Report
Hi all, Here's another one from this year's Marketing Measurement Benchmark: Fewer than half of ABM teams report ABM performance indicators to the board. That’s a big red flag 🚩 If ABM is going to scale and become a core part of the revenue engine, it needs to make its way to the top. It’s yet another sign that while 80%…
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Wednesday Wisdom: Starbucks Efficiency Trap
Hi all, Hope you're all having a great Wednesday (Wisdom 😉💫). So many great reads out there, so little time - here’s a shorty but goodie! Our Head of Research, @Kerry, draws a sharp parallel between Starbucks’ shift to mobile ordering and how B2B marketing became overly industrialized. While Starbucks streamlined…
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Metric Monday: Attribution in 2025 — Still Missing the Mark
Hi all, Another metric from this year’s 2025 Marketing Measurement Benchmark: 87% of B2B marketing teams report using attribution models. That includes 92% of ABM teams and 68% of legacy teams. But most attribution practices fall short of capturing how buying decisions are actually made. Multi-touch is the most commonly…
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Wednesday Wisdom: The Emotions Behind B2B Buying (LinkedIn Article Rec)
Hi all, This new piece from LinkedIn puts language to something that doesn’t get talked about enough in B2B: the emotional stakes behind big buying decisions. Their concept of Buyability focuses on what gives buyers the confidence to move forward—not just that the solution will work, but that the decision can be defended…
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Metric Monday: Introducing the 2025 Marketing Measurement Benchmark — and a Familiar Problem
Hi all, This week’s #MetricMonday comes with a bit of a bonus — this year's Marketing Measurement Benchmark is officially live! And we didn’t stop there. We’ve also released three companion reports, each offering a different lens on how B2B marketers measure performance: by type of offering, by deal size, and more. All…
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Metric Monday: Previewing ABM Maturity from This Year’s Marketing Measurement Benchmark
Hi all, A few posts ago, we mentioned that our third annual Marketing Measurement Benchmark— how B2B marketers track and report performance—is nearly complete. We’re excited to share the full report with you very soon. In the lead-up, we'd like to share a finding from the benchmark that's been on our minds: we asked…
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Wednesday Wisdom: Brand Gravity
Hi all, In the latest episode of The Science of B2B podcast, our Head of Research, @Kerry Cunningham, introduces a concept developed with Lisa Cole, CMO of 2X: Brand Gravity. Brand Gravity is a framework for understanding and enhancing your brand’s long-term influence—especially among buyers who aren’t yet in market. It…
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Metric Monday: Brand to Demand Spend
When budgets shrink, brand is the first to go. Among the ~400 B2B marketers we heard from, those with increased or unchanged marketing budgets in 2025 allocate ~30% of their brand + demand spend to brand. But when budgets decrease, that share drops to 20%. It’s a predictable move—but not a strategic one. Cutting brand may…
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Wednesday Wisdom: Revisiting the Three Principles of Modern Marketing
Hi all, We’ve just wrapped our third annual Marketing Measurement study—our ongoing look at how B2B marketers track and report performance. Writing is underway, and we’re looking forward to sharing this new benchmark with you soon. We’re still seeing many of the same tensions that led us to outline the Three Principles of…
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Metric Monday: Tracking B2B Project Delays and Cancellations in 2024
It’s not unusual for planned initiatives to be delayed—priorities shift, budgets tighten, external conditions change, among much else. As part of our Marketing Spend report, we wanted to begin tracking how often organizations experience delays or cancellations. We asked nearly 400 B2B marketers whether their organization…