-

6sense Launches 2024 Buyer Experience Report Unveiling Global B2B Buyer Trends

Annual Research Shows B2B Buyers Are Nearly 70% Through Their Purchasing Process Before Engaging with Sellers

LAS VEGAS--(BUSINESS WIRE)--6sense®, the leading platform revolutionizing B2B revenue generation, today announced the release of its annual 2024 Buyer Experience Report. Produced by the 6sense Research Team comprising former industry analysts, this comprehensive study reveals critical insights into how and when B2B buyers make purchasing decisions across North America, Europe, Middle East and Africa (EMEA), and Asia-Pacific (APAC).

The report finds B2B buyers are nearly 70% through their purchasing process before engaging with sellers, with buyers initiating first contact more than 80% of the time. Buyers have made it clear they will only engage when they are ready.

Additionally, 81% of buyers already have a preferred vendor at the time of first contact, and 85% have largely established their purchase requirements before reaching out to sellers. The data show that calling and emailing to ask for meetings will not change when that first engagement happens or with whom.

"Our 2024 Buyer Experience Report reveals critical insights into B2B purchasing decisions across the globe and confirms that B2B buyer behavior is consistent globally, with subtle regional variations," said Kerry Cunningham, Head of Research and Thought Leadership, 6sense. "To compete effectively, marketers must drive awareness and preference early in the buying journey. Traditional demand generation tactics must evolve into integrated strategies that create awareness, build affinity, and secure favorable competitive positioning."

Additional key findings from the report include:

  • The average B2B buying cycle lasts 11.3 months.
  • The average size of a B2B buying group is 11 people.
  • Most buyers (90%+) have had prior experience with at least one of the vendors they considered.

“These insights aim to help revenue teams better engage with buyers, improving revenue production practices and outcomes. This year’s results replicate what we saw in last year’s study, and at a larger scale, which further validates the data we’re seeing from B2B buyers,” added Cunningham.

The 6sense 2024 Buyer Experience Report is now available for download here, and a webinar by Kerry Cunningham to discuss the results will be held on October 15th.

About 6sense

6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage, and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate, and a 20-40% reduction in time to close deals. Know everything. Do anything®, with 6sense.

Contacts

pr@6sense.com

Industry:

6sense

Release Versions
English

Contacts

pr@6sense.com

More News From 6sense

6sense Opens RevvyAI to All Customers and Expands Enterprise Security Capabilities to Help Revenue Teams Grow Without Guesswork

SAN FRANCISCO--(BUSINESS WIRE)--6sense®, the first agent-powered Revenue Intelligence platform, today announced that RevvyAI™ is available in open beta for all Revenue Marketing customers and is generally available for Sales Intelligence customers at no additional cost. The company also announced three new enterprise-grade security capabilities: Custom Roles, Single Sign On (SSO) Role and Group Mapping and System for Cross-domain Identity Management (SCIM), and Audit Log Exports, giving 6sense...

6sense Releases 2026 State of BDR Report, Revealing AI Adoption at an All-Time High and Support as the Defining Factor in BDR Performance

SAN FRANCISCO--(BUSINESS WIRE)--6sense®, the first agent-powered Revenue Intelligence platform, today released the 2026 State of the BDR Report, the fifth annual edition of its benchmark study on the business development representative role. Based on responses from business development representatives (BDRs) spanning various markets and vertical industries, the report delivers the largest and most longitudinal view available of how BDR teams operate, perform, and adapt — giving revenue leaders...

6sense Appoints Ashley Jefferson as Chief People Officer and Promotes Julia Lake to Chief Information Security Officer

SAN FRANCISCO--(BUSINESS WIRE)--6sense®, the first agent-powered Revenue Intelligence platform, today announced the appointment of Ashley Jefferson as Chief People Officer and the promotion of Julia Lake to Chief Information Security Officer. As the B2B go-to-market technology market grows more competitive and AI reshapes how revenue teams operate, 6sense is reinforcing the leadership depth required to maintain its position at the front of the category and sustain long-term growth. Jefferson jo...
Back to Newsroom