6sense · B2B Buyer Experience Report 2025

Where the buyer already is by the time outreach arrives

Roughly 4,766 B2B buyers, median purchase value $200,000 to $300,000. Buyers report deliberately ignoring unsolicited outreach until they are ready to look.

Journey completed before a seller is contacted Point of first contact
61%
Engagements the buyer starts Rather than the seller
79%
Winners already on the day one shortlist Named before the process began
95%

Source: 6sense, B2B Buyer Experience Report 2025. Approx. 4,766 respondents (4,000 main plus 766 supplemental). Self-reported survey data, not observed behaviour.