B2B vendors are reporting significant declines in web traffic, and many marketers have a question is obvious and urgent: Are AI summaries siphoning potential buyers? The answer is counterintuitive: No. Research into buying group behavior shows roughly the same number of vendor interactions as in previous years. Understanding this seeming contradiction requires a deeper […]
When B2B revenue teams evaluate their GTM stack, they’re usually trying to solve one of two problems. The first: my team doesn’t have good enough data to work effectively — we’re missing contacts, our records are incomplete, and we’re spending too much time on research. The second: my team has plenty of data, but we’re […]
Your B2B advertising campaign did its job, and an account landed on your qualified account list. Marketing is excited. Then the handoff to the sales team happens, and momentum slows to a crawl. This is a challenge of account-based marketing: You can drive account engagement, but that engagement doesn’t automatically become pipeline until you start […]
Ask any demand gen leader whether their programmatic campaigns are reaching the right accounts, and most will say yes. Ask them whether those accounts are actively in-market right now — evaluating solutions, building shortlists, moving toward a decision — and the answer gets murkier. That gap is the core problem with how most B2B advertising […]
Most B2B revenue teams aren’t failing because of bad execution. They’re failing because they’re executing well against assumptions that stopped being true a long time ago. Data from more than 10,000 B2B buying journeys reveals a consistent pattern: The mental models that govern how most teams allocate budget, measure success, and deploy sellers are systematically […]
For most B2B revenue teams, signals stream in from many different sources: website behavior, keyword searches, intent signals, and so forth. The problem for GTM teams isn’t having too few signals; it’s having no context to understand what they mean together. What signals can and can’t tell you A signal is an observable event or […]
Understanding buying signals is a lot like sussing out a potential new relationship. Misreading signals is a reliable path to an uncomfortable situation for everyone involved. Let’s talk about what happens when someone completely misreads the room. A brief, highly relatable disaster You’re somewhere social. A work event, a friend’s birthday party, a coffee shop […]
The graveyard of B2B software is vast and well-populated. Many of the tools had strong demos, enthusiastic champions, and a signed contract. Then they were quietly abandoned by the intended users. The learning curve was too steep, or the ROI was too hard to show, so the team went back to what they already knew. […]
Ask any rep what slows them down, and they won’t say “not enough data.” They’ll tell you about the tabs, the dashboards, and the accounts they had to gut-check because there wasn’t enough time to piece together in-depth research. That frustration goes away, starting now. The 6sense users have access to 1 trillion+ signals a […]
Buyers have gotten very good at researching you before you ever get a chance to research them. By the time most sellers make first contact, the buying group has already shortlisted vendors, consumed competitor content, and formed opinions that are harder to change than most reps realize. The only real response is to close the […]
The gap between “I have a question about my campaigns” and “I have an answer” just got a lot smaller. RevvyAI is 6sense’s new conversational AI interface for your GTM data — and it puts the kind of marketing analytics insight that used to require a dashboard deep-dive, a data pull, or a request to […]
Most B2B marketing and RevOps teams aren’t starting from zero when it comes to signal response. They’ve got the intent data, nurture tracks, BDR sequences, and paid media programs. They’ve invested real time and budget building programs that are supposed to react when something important happens. And react they do, but… The real challenge is […]
