83% of B2B buyers initiate first contact

And once they reach out, they are already 70% in the buying process – past the awareness and consideration process, or six months in.

The 6sense buyer experience report packs a lot of industry data – and here are my takeaways for B2B executives and marketers:

The game has changed. Your customers don’t need you to guide them through the discovery process – they’ve already done the homework.

Instead, they want confirmation. Validation that your solution is the right fit.

1. Stop blasting the same old demand generation playbooks. ABM is here to stay.

2. Neglecting brand building will hurt you in the long term. VC funding and PPC have spoiled leaders into pouring tens of millions into new products with no established reputation to date.

3. Focus on presenting a tailored solution, showcasing key differentiators of your product or service. The startup pool is oversaturated right now.

4. Provide validation. Customers are already informed. They need reassurance they’re making the right choice. Use testimonials, case studies, and data-driven results to provide this validation.

5. Stay informed about the latest trends and adapt accordingly. The business world is dynamic and constantly evolving. To remain competitive, you need to be agile and responsive to change.

Experimentation is integral in 2024. Don’t neglect brand development. Inbound is fashionable once again.

Have you accounted for that in your marketing mix?