Skip to content

6sense Research

The Science of B2B.

Kerry Cunningham and team conduct original research to understand B2B buyers and the go-to-market teams that serve them.

No items found.
2025 B2B Buyer Experience Metrics Dashboard
Why We Do the Math: Where Many B2B Benchmarks Fall Short
Why Buyers Are Engaging with Sellers Earlier
S2 E6: When Water Is Not Wet: Why There’s No Such Thing as a Good Lead
Totems and Rituals of B2B
What’s (Currently) Measured Isn’t What Matters: The State of B2B Marketing Metrics in 2025
What is the “MQL-Industrial Complex”?
Three Principles of Modern Marketing
The Virtues of Missing the Industrial Revolution
The Tyranny of the Benchmark: How MQL Standards Institutionalized Irrelevance
S2 E13: The Tyranny of Information: More About the Problem of Information Overload for Buyers
The Significance of Variability Testing in B2B Marketing
The Right Level of Evolution: Why the Demand Unit Is B2B’s Missing Middle
The Science of B2B: 2025 Marketing Spend Report – Neither Boom Nor Gloom
The MQL Mirage: Why It Just Looks Like Your MQLs Are Responsible for Your Deals
S2 E2: The Point of First Contact Constant
The Only Door Problem: Why B2B Keeps Mistaking the Channel for the Cause
S2 E19: The Life History Theory of B2B
The LLM-Ate-the-Dark-Funnel Hysteria… Let’s Take a Breath, Shall We?
The Lead‑Based Approach Has Failed Us: It’s Time to Move On
The Lead-based Approach Has Failed Us (It’s Time To Move On)
The Illusion of Longer Sales Cycles: What Cancer Screening Can Teach Us About B2B Buying
S2 E25: The Last Soldier in WWII: Fighting a War That Ended Long Ago
The Impact of Industry on the B2B Buying Journey
The Imaginary Buyer at the Heart of Our Ineffective Marketing
The Cargo Cults of B2B: Why We Keep Running Back What Doesn’t Work
S2 E24: The Freeloading Bystander Problem
The Freeloading Bystander Problem of B2B Attribution
The Elephant, the Sea Turtle, and the Misalignment at the Heart of B2B
The De-Industrialization of B2B Marketing
The Critical Period for B2B Buying & the Seventy-Percent Solution: When Buyer’s Pick a Winner in B2B Purchases
S2 E10: The Co-dependent Relationship Between Marketing & Sales
S2 E22: The Brand Gravity Framework
The Careful Imitators: How B2B Marketing Lost Its Rational Edge
S2 E17: The Blank Slate Fallacy of B2B: Your buyers may know you better than you know yourself
The Anti-MQL Manifesto
S2 E14: The “ABM” Value Chain: Best Practices Along the Path From Buyer Identification to Closed-Won Deal
S2 E18: The 70:30 Buying Journey: Not Education, Argumentation
Statistically Speaking Ep12: Above or Below the Benchmark? — Comparing Your Data to a Standard with One Sample t-Tests
The 2025 Science of B2B Report on Marketer Attitudes and Investment in AI
The 2025 Science of B2B BDR Benchmark: Succeeding in a Changing Landscape
Statistically Speaking Ep 14: When A/B Testing Becomes A/B/C — How ANOVA Compares Three or More Groups
Stop Calling It Intent: Why B2B Marketing Needs a Signal Shift
Statistically Speaking E8: Cause or Effect? — Understanding Independent and Dependent Variables
Statistically Speaking E9: What Kind of Data Do You Actually Need? — Quantitative, Qualitative, and Measurement Scales Explained
Statistically Speaking Ep 13: Who Needs Numbers? — How Chi-Square Tests Uncover Patterns in Category Data
Statistically Speaking E7: How to Spot a Good Sample — What Every B2B Researcher and Research Reader Needs to Know
Statistically Speaking E6: How Much Should You Trust That Number? — Confidence Intervals and Margin of Error Explained
Statistically Speaking E5: Is Your Finding Real, and Does It Matter? — Why We Call Statistical Significance “Reliability”
Statistically Speaking E2: Variability — The Concept Behind Every Business Question
Statistically Speaking E4: The Science of Confidence — Understanding Level of Significance and P-Values
Statistically Speaking E3: Descriptive vs. Inferential Statistics — and Why the Difference Matters
Statistically Speaking E10: The Stats Behind A/B Testing — Independent Samples t-Tests
In a Brave New AI World, BDR Performance Still Comes Down to the Fundamentals
Statistically Speaking E11: How to Measure Change in Paired Data with Paired Samples t-Tests
S2 E8: Signals, Cookies, Triangulation
Starbucks and the Efficiency Trap: Lessons from the Mechanization of the Brand
In a Brave New AI World, BDR Performance Still Comes Down to the Fundamentals: Deep Dive
S2 E26: Sales Cycle Theater
Seeing What We Expect to See
The Remote Work Pay Gap? It’s Not What You Think. Unraveling Pay for B2B Remote Workers
Remains of the MQL Day: Lessons from Ishiguro for B2B Marketing
Reframing Brand: It’s About Motivating Buyer Reasoning
S2 E9: Overcoming Signal Substitution Syndrome with AI
Rats, Bubonic Plague, and Your MQLs
Misattribution: Journeys of a Thousand Miles Don’t Just Have a First (or Last) Step
Proximate vs. Ultimate Causes in B2B: Why We’re Running So Hard To Stand Still
S2 E23: Nuancing the 95/5 Rule
Nuancing the 95/5 Rule and Dead Zone of B2B Buying Journeys
Name Your (Defection) Price: What Does It Take to Lure a Marketer to a New Company
MQLs: Like Printing Money
Lies My Marketing Experience Told Me – Episode with Liam Moroney
Lies My Marketing Experience Told Me – Episode with Matt Heinz
Meet the B2B Buying Group: Who’s at the Table and What They Do
Lies My Marketing Experience Told Me – Episode with Kathy Macchi
Lies My Marketing Experience Told Me – Episode with Jon Miller
Lies My Marketing Experience Told Me – Episode with Evan Liang
Legacy Practices, Legacy Metrics
Lies My Marketing Experience Told Me – Episode with Andrew Haussegger
“Just-So Stories” and the B2B Fiction Factory
Lies My Marketing Experience Told Me – Episode with Dom Colasante
Let’s Just Make a Decision Here: Why A High Need for Closure Isn’t Decisiveness
Is There a Gender Pay Gap in B2B Marketing? What the Research Shows
S2 E21: Incremental Improvement – How the Evolution of Eyes is a Good Model for B2B
Intent Data Part 2: Why Sales Hates It (and Why That Makes Sense)
In It (Multiple Times) To Win It: Prior Evaluations Precede Most B2B Wins
S2 E5: Water, Water Everywhere: How We Are Burning Out Buyers
How the MQL-Industrial Complex Accidentally Set B2B Buyers Free
S2 E7: ENTJ: How Myers-Briggs is a model for identifying your next customer
How Buyer Experience Offsets LLM-Induced Traffic Loss
How European B2B Buying Journeys Differ (and Don’t) From the Rest
From Transmit Mode to Sense & Response Machines: Becoming Connoisseurs of the B2B Signal Gradient
S2 E3: We Already Know What We Want – How and When Buyer’s Decide
Getting to Yes: Why Vendors Win & How Buying Groups Agree
Folklore Debt: The Stories That Build B2B Companies — and the Ones That Hold Them Back
Fighting a War That Ended Long Ago: Hiroo Onoda & the War on the MQL-Industrial Complex
S1 E9: Lions and Zebras and… Dogs?
S1 E5: The Hot or Not Game
S1 E8: On the Virtues of Missing the Industrial Revolution with Saima Rashid
S1 E7: The Double Funnel Nonsense
Job Change
Website Visit
Keyword Search

Let us show you the intelligence your GTM is missing.

book a demo