About the Session
This session is part of the “Science of B2B” series led by Kerry Cunningham, Head of 6sense Research and Thought Leadership. The series aims to present and discuss various research findings related to B2B marketing and selling. This particular session continues the discussion on the buying experience in B2B, focusing on the “point of first contact constant.”
Agenda
The session started with a recap of key insights from the previous episode, followed by an exploration of the “point of first contact constant.” The discussion included how the timing and nature of first contact between buyers and sellers influence the buying process. Future episodes will delve further into the implications of this constant and what happens during the 70% of the buying journey before this first contact.
Takeaways
Takeaway 1: The “point of first contact” remains constant across different variables.
Kerry Cunningham explained that the timing of the first contact between buyers and sellers, which happens at around 70% of the buying journey, is consistent regardless of industry, type of purchase, or the level and role of the buying team members.
Takeaway 2: Buying teams engage with selling teams as a unit.
The data indicates that when a buying team member interacts with a seller, it is done as part of a coordinated team effort, not in isolation. This first contact usually involves the entire team within a short timeframe.
Takeaway 3: Renewal buyers have similar contact timing as net new buyers.
Contrary to expectations, renewal buyers do not engage sellers earlier than new buyers. Both groups report making first contact with sellers at the 70% mark of their buying journey.
Insights Surfaced
- The “point of first contact” with sellers occurs at 70% of the buying journey, regardless of various factors.
- The buying team typically engages with the selling team as a unified group.
- Renewal buyers and new buyers initiate contact with sellers at the same stage of their journey.
- This constant suggests a structured and deliberate process within buying teams before engaging with sellers.
Key Quotes
“Neither industry, type of purchase, whether it was hardware, software, services, those kinds of things—have any effect on the point of first contact.”
“When a buying team starts interacting with a selling team, they’re doing it together.”
“The conversation about renewing a product or service also happens at seventy percent.”
“People at the VP level and above, also engage at 70% through the journey.”
Future Topics
Kerry outlined plans for future webinars and research, promising to delve deeper into what happens during the 70% of the buying journey before the first contact. Upcoming episodes will also explore why it takes so long for buyers to reach out to sellers and how marketing efforts can better align with buyer behaviors.
Next time, the series will focus more on the activities and decision-making processes within the 70% of the buying journey before first contact, providing further insights into buyer behavior and how sellers can adapt to these patterns.
