S2 E17: The Blank Slate Fallacy of B2B: Your buyers may know you better than you know yourself
About the Session In this episode of Science of B2B, Kerry Cunningham challenges a core assumption in B2B marketing—the idea that buyers enter the buying journey as “blank slates.” Drawing from new research in the Buyer Experience Study, Kerry reveals that 90% of B2B buyers already have prior experience with at least one of the vendors they will […]
Three Principles of Modern Marketing
The data show that B2B marketing and sales have been undergoing a gradual transformation away from lead-centric practices, toward practices that are better aligned with how buyers buy: These three practices align to the reality of how B2B buyers buy and are central to how marketing teams are becoming more effective. The data also show […]
The 2025 B2B Marketing Attribution and Contribution Benchmark
Summary and key findings Summary While ABM adoption is increasing, measurement practices are lagging, with most marketers still relying on traditional metrics such as leads and MQLs. This reveals a lack of alignment between what marketers are doing (ABM) and what they are measuring. Despite this, there are signs of progress, such as increased measurement […]
Defensive Buyer Syndrome: B2B Buyers Set to ‘Do Not Disturb’ (Yet)
Imagine walking into a department store, intent on purchasing a specific item or just exploring your options. As soon as you step through the door, a flurry of sales associates descends on you, eager to assist. While you might appreciate their enthusiasm, it can feel overwhelming, even intrusive. Most of us decline the offer of […]
The 2024 Account-Based Marketing Benchmark
Summary & key findings Summary For the second year, our research finds that marketing teams with account-based practices achieve better outcomes. These teams report better and more consistent financial results, and are more satisfied with their teams’ performance. High performers are aligned with sales on cohorts of strategically chosen accounts, address buying groups rather than […]
S2 E16: Cargo Cult – The Flaw in How We Think About Leads
About the Session In this episode of Science of B2B, Kerry Cunningham introduces the concept of a Cargo Cult mindset in B2B marketing and sales—where teams follow outdated rituals around leads, hoping for success, without understanding the deeper mechanics of the buying process. Research from 936 B2B buyers reveals that traditional lead-centric thinking is fundamentally […]
S2 E15: Engage Them and They Will Come – Why We Need To Stop Begging for Meetings
About the Session In this episode of Science of B2B, Kerry Cunningham takes a deep dive into the evolving role of BDRs and SDRs in today’s complex B2B buying journey. With buyers engaging sales late in the process—often after they’ve already chosen a preferred vendor—traditional outreach methods need a major rethink. Kerry discusses how SDRs […]
The 2025 Science of B2B BDR Benchmark: Succeeding in a Changing Landscape
Quick Read Summary The role of BDRs and SDRs is evolving, shaped by advances in AI, buyer behavior, and the need for more strategic engagement. While AI has introduced automation for tasks like email writing and initial prospect outreach, it is enhancing rather than replacing BDR functions. Already, 60% of BDRs are using AI tools and most see these technologies […]
We Need a Golden Rule Reckoning for BDRs
At my first SiriusDecisions Summit, I asked attendees two questions: I’ve run similar polls on LinkedIn with the same results. Marketers structure plans around tactics we personally ignore. This is especially true for BDRs. The golden rule litmus test for BDRs Ask yourself: If the answer is no to either, it’s time for a reckoning. […]
S2 E14: The “ABM” Value Chain: Best Practices Along the Path From Buyer Identification to Closed-Won Deal
In this episode of Science of B2B, Kerry Cunningham breaks down the Marketing to Sales Value Chain — the process of aligning marketing and sales around buying groups to create more effective revenue strategies. Kerry explores how organizations can leverage intent data, identify active buying groups, and ensure that sales teams engage the right people […]
S2 E13: The Tyranny of Information: More About the Problem of Information Overload for Buyers
About the Session This session of Science of B2B explores the challenges buyers face in today’s complex decision-making environment, where overloaded teams struggle to process an overwhelming amount of information. Kerry emphasizes the importance of simplifying the buying process by adopting consistent, industry-standard language to describe product capabilities. By reducing complexity and focusing on clarity, vendors can […]
The B2B Backchannel: Most Buyers Find Non-sellers to Engage With Before Talking to Sellers
In high-stakes situations—whether in diplomacy, corporate negotiations, or even personal matters—backchannels are informal, behind-the-scenes lines of communication that help move decisions forward. For example, in diplomacy, discreet discussions between trusted intermediaries often take place before or even during formal negotiations, allowing parties to clarify terms, address concerns, and build trust away from public scrutiny. These […]