6sense Research survey shows most marketers think their buying signal detection efforts fall short. Take a look at what’s missing.
B2B marketing teams struggle to consistently identify excellent prospects to be worked by their sales teams. A recent 6sense Research survey of B2B marketers sought to uncover how marketers understand prospect behavior and use buying signals.
Over half (55%) of respondents do not think their buying signal mix is even close to ideal.
Our survey took a deep dive into the types of buying signals marketers are using, where they are allocating budget, and whether organizations weigh the difference between the signals of individual users and the signals of buying groups.
Visibility into buyer attributes and buying group activity is becoming increasingly important for B2B teams. While most marketers understand this, they’re still using traditional methods to gather information. To more effectively engage buyers within key accounts, marketers should use tools that identify buying signals and provide critical intent data.
Based on the survey results, marketers should collect more than contact email addresses and job titles to engage in-market accounts. And it takes advanced tools to do so.
This survey data shows us that B2B marketers know that it’s important to consider new and emerging signals that demonstrate intent — but they are still heavily reliant on traditional signals. Download our latest ebook, “Tracking Intent Signals: How Are Marketers Really Identifying Their In-Market Buyers?”, for more insights from this survey.
6sense Revenue AI™ eliminates guesswork and arms your revenue team with the data and visibility it needs to create and convert high-quality pipeline into revenue.