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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.

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Explore the 2026 B2B Buyer Experience Report

Most buying journeys don't begin with discovery. This year's study once again found that B2B buying typically takes place within familiar categories and is managed by buying groups with deep category experience.

Expore the Research
It’s Nobody’s First Rodeo
​​The B2B Buyers We Don’t Serve
The Never-ending Journey
AI Inside the Solutions B2B Buyers Evaluate & Economic Uncertainty
The Great AI Shortcut (That Wasn't)
B2B’s Biggest Revenue Blocker
The Speed to Lead Fallacy
The Category Familiarity Paradox
2026 B2B Buyer Experience Report, European Edition: How Buying Groups Choose, Validate, and Commit
The Death of Discovery
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
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