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Wednesday Wisdom: Nuancing the 95/5 Rule (New Research)
We know most buyers won’t talk to sales until late in the journey (around 70% of the way through). But how many even make it that far? In our latest analysis of behavioral data from 594 B2B companies, we found that around 40% of accounts are showing meaningful signs of buying behavior at any given time—far more than the…
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Metric Monday: Doing More with More - Marketing Budgets vs. Pipeline Goals in 2025
Hi all, “Do more with less” gets a lot of airtime, but when you ask marketers directly about whats happening at their organizations, most say they are actually "doing more with more". In our latest data (~400 B2B marketing orgs), 57% of organizations said their pipeline goals are increasing in 2025. And for nearly…
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Wednesday Wisdom: Half In, Half Out - AI Budgeting Report
There’s no shortage of talk about AI. And with the rise of generative tools, it’s moved quickly from “wouldn't it be cool if…” to functional reality—changing how teams produce, personalize, and scale. But as expectations rise, the picture around who’s budgeting for it is more measured. Our latest research shows that just…
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Metric Monday: Content Creation Tops the List for AI Budget Spend
We asked B2B marketers how they're thinking about AI spend this year. Of the 52% of marketers with dedicated AI spend, only 4% are setting aside budget for general experimentation. Most are investing in specific use cases, with content creation topping the list (55%), followed by predictive modeling to identify in-market…
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Wednesday Wisdom: Behind the Headlines - A Closer Look at B2B Marketing Budgets in 2025
Hi all, It’s easy to get swept up in headlines that focus on cuts and slowdowns. But when we asked B2B marketers about their own organizations, most painted a different picture—one marked by growth, rising budgets, and a focus on new priorities like AI. We wrote a report about it, and it's available to read now. Based on…
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Metric Monday: 2 New Reports, New Numbers on AI and Marketing Budgets
Hi all, Today’s Metric Monday comes with a bonus — we’ve just released two new reports on how B2B marketing is being funded in 2025. We asked just shy of 400 B2B marketers in the final months of 2024 how their organizations are budgeting — from spend across marketing functions to AI investment, shifting pipeline goals, and…
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Metric Monday: BDRs Make 21 Touches Per Contact
Hi all, Last week, we looked at how long BDRs stick with a lead before deciding there’s no opportunity and moving on. This week, we're looking at how much effort goes into each opportunity they pursue—and it’s a hefty lift. In 2025, BDRs report making an average of 21 outreach attempts per contact, up from 17 attempts in…
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Metric Monday: How Long Do BDRs Follow Up Before Moving On?
Hi all, One question that comes up a lot is how long BDRs should keep following up with a lead before moving on. We started tracking that in this year’s State of the BDR survey 🙂 On average, BDRs reported spending about 53 days following up with an account before deciding to step away. We found a modest but statistically…
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Wednesday Wisdom: Help Me, Help You - The 70/30 B2B Buying Journey (Watch or Read)
Hi all, In the latest episode of the Science of B2B podcast, our Head of Research @Kerry dives into what we call the 70/30 buying journey of B2B purchases. It’s a great companion—or oral description, if you haven’t had a chance to read it—to our report: The Critical Period for B2B Buying & The Seventy-Percent Solution:…
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Metric Monday: How many hours of training does the typical BDR receive?
Hi all, Hope your week is off to a great start! If you’ve been following along over the past few weeks, we’ve been digging into findings from this year’s State of the BDR report. Today, let's talk ✨ BDR training ✨ How many hours of training do they receive and does it translate to better performance? Across both onboarding…
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Wednesday Wisdom: We Need a Golden Rule Reckoning for BDRs
Hey all, Head of Research, @Kerry, put together a quick post on something that’s simple, but often overlooked, and effective: applying a golden rule to BDR outreach. In it, he shares what he calls the Golden Rule Reckoning for BDRs — a way to rethink outreach by asking, Would I engage with this? If not, it’s probably time…
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Metric Monday: Changing Trends in BDR Tenure
Hi all, Half of the Research team was out on PTO (that’s 1 of 2 people 🤣 — yes, we’re a small but mighty team!), but I’m back and ready to pick up where we left off following the release of this year’s BDR report. One (of many) interesting finding(s): BDR tenure has gotten longer since we began tracking it in 2022. BDR…
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Wednesday Wisdom: Engage Them & They Will Come – Why We Need to Stop Begging for Meetings
Hey all, The research team also has a podcast, hosted by our team lead, Kerry Cunningham. The latest podcast episode unpacks a topic we’ve been covering a lot in the Research Road lately: the role of BDRs and SDRs. With most buyers waiting to engage vendors until AFTER they've chosen the vendor they want to buy from,…
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Metric Monday: Most BDRs Now Report to Sales
Hi everyone, There's sooo many benchmarks in our 2025 State of the BDR Report, so I'll be using this space to continue highlighting those. Each year, we ask BDRs whether they report to Marketing or Sales. When we first tracked this in 2022, the split was 60/40 in favor of Sales. Since then, the gap has steadily widened,…
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Metric Monday: Are AI-led BDR Teams Hiring Humans at the Same Rate as Non-AI Teams?
Hi all, As AI adoption ramps up—especially in BDR roles—one question keeps coming up: Is AI replacing BDRs? In our latest research on the BDR function, we compared teams that have adopted AI with those that haven’t, asking whether their teams had grown, shrunk, or stayed the same over the past twelve months. What the data…
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Wednesday Wisdom: BDRs Succeeding in a Changing Landscape
Hey everyone, If you haven’t had a chance to check out our 2025 State of the BDR Report that we dropped last Friday, you can find the link below. We'd love to hear your takeaways—especially from BDRs—on how your own experiences compare to the industry benchmarks from your peers!
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2025 State of the BDR Report Now Live :)
Hey everyone, We’re excited to share this year’s State of the BDR Report! A huge thank you to all the BDRs who shared their experiences—your input makes this benchmark possible each year (now in its 4th year!). We truly appreciate you. Without further ado, you can find the report below! 😊 As always, it’s free and…
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Countdown to the 2025 State of the BDR Report: Are BDR Teams Growing, Shrinking, or Holding Steady?
Hey all, Tomorrow's the day! Our 2025 State of the BDR Report will be available to you all - free and un-gated, of course 🙂. Here's the stat of the day: 79% of BDRs teams have either grown (hired more roles) or maintained their size. Soooo many more benchmarks to come tomorrow! @Kerry
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Countdown to the 2025 State of the BDR Report: How Many BDRs Multi-Thread?
Hi everyone, We're counting down to the release of our 2025 State of the BDR Report this Friday! Waiting isn't easy, and we're excited—so we're sharing a stat each day leading up to the launch. Today's topic: Multi-threading In B2B, the best practice for identifying sales-ready buying processes is to attempt to contact…
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Countdown to the 2025 State of the BDR Report: How Do BDRs Feel About AI Tools?
Hi all, We're counting down to the release of our 2025 State of the BDR Report on Friday! Until then, we’ll be sharing a stat per day. A very hot 🔥 topic covered in the report? AI. How many BDRs are using it? How do they feel about it? In an ideal world, how much AI integration would they want—full, moderate, or just as a…