The Science of B2B

Episode Overview In this live, on-location episode recorded at 6sense Breakthrough in Las Vegas, Kerry sits down with Dom Colasante — CEO and founder of 2X and a longtime operator who’s seen B2B marketing from both the practitioner and executive perch. Dom’s core “lie” is one many marketers quietly live by: you must spend your entire […]

Episode Overview In this episode of Lies My Marketing Experience Told Me, Kerry interviews Matt Heinz, a seasoned B2B marketer and agency leader. Matt challenges the notion that a specific educational background or a linear career path is necessary for marketing leadership. Despite his nontraditional background at Microsoft, he found that curiosity, humility, and ongoing learning […]

Episode Overview  In this episode of Lies My Marketing Experience Told Me, Kerry talks with Evan Liang—long-time B2B operator, LeanData co-founder, and one of the most influential voices in the evolution of the sales/marketing tech stack. LeanData has been at the heart of modern B2B operations for over a decade, shaping how companies manage the handoff […]

Explore Key Metrics From the 2025 Buyer Experience Study Explore a selection of the core metrics from the 2025 B2B Buyer Experience Study. Use the filters to view how key buyer-journey measures vary across solution types, capabilities, regions, and organization size. Please keep in mind that multiple filters can limit the number of respondents displayed. […]

Over the past year, economic uncertainty has been a constant undercurrent for many organizations. Headlines about layoffs have dominated professional networks, while ongoing tariff discussions and supply chain pressures have made operating costs unpredictable, while threatening to close off entire markets. And all this is occurring while companies weigh how to optimize (or reduce) human […]

For years, B2B marketing and sales processes have operated under a convenient fiction: that buyers begin each purchase as neutral participants. They are imagined as starting from scratch— researching what vendors exist, discovering their options, and weighing them on merit alone. The idea is orderly and appealing, suggesting that every vendor has an equal opportunity […]

Three years of research across nearly 10,000 B2B buyers has shown us that the B2B buyer is a highly experienced group of individuals that has, in many cases, “been there, done that” many times. The average buying group member in our study is around 40 years old and has been through 8 to 9 purchase […]

Over the past three years of global research with nearly 10,000 B2B buyers we’ve seen just how many roles and responsibilities buyers shoulder to reach a decision. The average B2B buying journey spans the better part of a year, requires a group of about 10 individuals internally, third-party input, and hundreds of interactions among the […]

The rise of large language models (LLMs) has sparked new concerns for B2B marketers: if buyers increasingly rely on AI for their solution research, are they still going to visit provider websites? The early indications are that vendor websites are losing traffic. But does that mean fewer opportunities to influence and convert buyers?   These are valid […]

B2B buyers are anything but new to buying. On average, in categories that are important to their jobs buyers have been through eight to nine formal evaluations in their careers. Not all of those evaluation cycles led to a purchase — many did not. But even journeys that end without a purchase leave a mark […]