6sense Resource Library

Here’s the problem most B2B marketers won’t admit: your buyers have already made up their minds about you before they ever fill out a form. 6sense research found that buyers are 60% through their journey before reaching out (while that’s earlier than previous years, it’s still over halfway through.) Meanwhile, buying committees have ballooned to […]

Right now, someone at your top target account is Googling your competitors, reading G2 reviews, and comparing pricing pages. They’re not talking to your sales team. They’re not filling out a form. They may have zero idea you exist; and you have zero idea they’re shopping. That’s the dirty secret of B2B buying: Most of […]

Yes, it’s AI, but not how you think For the past several years, one metric in the Buyer Experience Study has been so stable that we gave it a nickname: the Point of First Contact Constant (POFC). Across countries, segments, industries, deal sizes, and buyer roles, the percentage through a buying journey at which buying […]

For as long as I’ve been studying B2B buying behavior, one belief keeps causing organizations to misread their buyers: the assumption that people enter buying processes as blank slates. That they approach vendors with fresh eyes. That they are ready to be “educated.” That content — especially vendor content — will shape how they think. […]

In medicine, lead-time bias describes how earlier disease detection, like through screening, can create the illusion of longer survival, even when no one lives longer. Imagine two people destined to die at age 70 from the same cancer. On paper, Person B appears to have “survived” with cancer twice as long as Person A. In […]

How the MQL Gave Marketers A Place, Then Bound Them To It Totemic systems and ritual belief overlap but are not identical — totems express group identity, while rituals enact and reinforce that belief. This essay explores how both function in the social fabric of B2B marketing. Anthropologists talk about totems and the ritual practices […]

In the mid-2000s, B2B discovered the form-fill lead. At the time, it hit like a breakthrough. It offered something marketing and sales teams had never really had before: a visible signal of interest from a potential buyer. I spent a long time on the cold call prospecting side of B2B. It’s hard to overstate how […]

In How Life Works, the biologist Philip Ball writes: “The ‘unit’ of molecular evolution is not the base pair of DNA or the amino acid of a protein, or even the gene itself, but something in between — the module of a domain.” That line stopped me cold when I read it. I grew up […]

There’s a poorly-written fictional character at the heart of our marketing in B2B. We call this character, “the buyer.” This isn’t the real buyer — the one we each become when we’re part of important purchase processes for our companies. Instead, it’s an abstraction: the imagined “other” at the center of our messaging and campaign […]

Even the simplest forms of life can teach us something profound about what B2B marketing organizations need to become. Consider single-celled organisms: amoebas, paramecia, or euglena. They don’t just exist; they sense their surroundings. They detect nutrients and toxins, light and dark, surfaces and obstacles. They respond by moving toward food, away from danger, or […]