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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…
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Counting down to this year’s Buyer Experience research - most wins trace back to Day 1
Yes, we're counting down! We’re just two and a bit weeks away from sharing our third year of Buyer Experience research — and this year’s findings add even more dimension to what happens before sellers get involved. In fact, most B2B wins trace back to Day 1 🙊 (let’s be real — even before Day 1). Much of the shortlist is…
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The Countdown Is On: 2025 B2B Buyer Experience Report
It's our favorite time of year over here at the Science of B2B — our 3rd year of Buyer Experience research (from 4,000+ B2B buyers) is available in just a little over three weeks! New questions asked and answered in this year's research with tons of interesting findings — especially around AI! And it turned out to be…
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Metric Monday: B2B Email Response Rates - Rise and Reply ☀️
Hi everyone, Happy (Metric) Monday ☕️ Over the past few weeks, we’ve been looking at B2B email reply rates from ~ 625,000 emails sent in the first half of 2025. These messages span recipients across North America, APAC, and EMEA, with all times adjusted to each recipient’s local region. Replies follow the clock —…
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Wednesday Wisdom: Introducing...Lies My Marketing Experience Told Me (video series)
Hi everyone, @Kerry hasn’t just been turning out the 🔥 written content — he’s also been busy on the mic 🎤. Our Head of Research has a new video series: Lies My Marketing Experience Told Me. Each episode features B2B go-to-market leaders sharing “truths” they once believed—but don’t anymore—and the perspectives that changed…
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Metric Monday: More on B2B Email Reply Rates - Is Friday the Sweet Spot?
Hey all, Over the past couple of weeks we’ve been digging into data from ~625,000 emails sent in the first half of 2025. In the Americas, reply rates dip slightly on Thursdays but then uptick on Fridays — looks like inboxes open up just as the weekend’s about to begin! @Kerry
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Wednesday Wisdom: The Imaginary Buyer at the Heart of Our Ineffective Marketing
Love this one from @Kerry! 👉 The Imaginary Buyer at the Heart of Our Ineffective Marketing Buying is so much more complex than we often portray it — and when you put yourself in those buying shoes, so many things become blindly obvious. Do you fill out forms? I avoid them whenever I can. Would you commit your company to a…
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Metric Monday: How long should my subject line be? B2B Email Response Rates
Hey all—still digging into those ~625,000 emails from the first half of 2025 (see last week's post). Subject lines with fewer than 5 words got the highest response rates. Think about how you might be able to minimize :) less is more, they say! @Kerry
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Wednesday Wisdom: Becoming Connoisseurs of the B2B Signal Gradient (an article)
Kerry never fails to give a good analogy! In his latest article, our head of research @Kerry compares B2B marketing to single-celled organisms. Amoebas sense and respond to their environment — moving toward nutrients, away from toxins, and adjusting constantly. Most marketing teams, by contrast, have operated in “transmit…
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Metric Monday: Who Replies Most? Email Response Rates by Seniority
Hey all—we recently got our hands on data from ~625,000 emails sent in the first half of 2025. Lots of interesting findings we’re excited to share. If you want an answer, looks like managers are your best bet! @Kerry
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Wednesday Wisdom: Introducing the Statistically Speaking Video Series
Hey all, I’m excited to share the first episode of a new video series from the 6sense Research team: Statistically Speaking, co-hosted by myself and our Head of Research, @Kerry. Short, plain-English episodes about the benchmarks and headlines we all run into every day. We unpack common statistical misconceptions, look at…
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Metric Monday: Today’s Buyers Have High Expectations for AI — Q: With or Without the Extra Cost?
Saw this meme👇️ earlier on LinkedIn and our latest research points in much the same direction 🤪 - I'd add one more panel that says “And we want it for free.” When we surveyed marketing leaders earlier this year, about half had a dedicated budget for AI. Yet in our most recent Buyer Experience study (details coming soon 😉),…