In this week’s episode, in the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott, discuss the ungated 2023 B2B Buyer Experience Report from 6Sense, based on research which was guided by former guest Kerry Cunningham.

The report is based on a survey of 900 B2B buyers, revealing some great insight into the B2B buying process, how late in the buying process buyers are before they contact suppliers, how they’ve defined their requirements and the shortlist. Ian and Jeff dig into the numbers and discuss what this means for B2B marketers.

Then Ian joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar, and over a fancy cocktail this week, they discuss managing your owned media.


The people:

// Ian Truscott on LinkedIn and Threads

// Jeff Clark on LinkedIn

// Robert Rose on LinkedIn and Threads

Mentioned in this week’s episode:

// 2023 B2B Buyer Experience Report from 6Sense

// The B2B Institute, Ehrenberg-Bass LinkedIn Survey – Advertising Effectiveness

and the 95-5 rule: Most B2B buyers are not in the market right now

// Robert’s firm: The Content Advisory

// Robert’s book website: Content Marketing Strategy

// Robert’s “Rose Colored Glasses” column for CMI.

Rockstar CMO:

// Rockstar CMO on the web, Twitter, and LinkedIn

// Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

// Piano Music is by Johnny Easton, shared under a Creative Commons license

// We’ll be right back by Stienski & Mass Media – on YouTube

// It’s oh so quiet by Bjork – on YouTube

Listen on Apple, Amazon, Spotify or wherever you get your podcasts

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