Get the B2B Buyer Experience Report: https://6sense.com/science-of-b2b/buyer-experience-report-2025/

In this AI marketing podcast episode, Dan Sanchez sits down with Kerry Cunningham, Head of Research & Thought Leadership at 6sense, to dissect the current B2B buying landscape and how AI is completely reshaping it. They dive deep into new findings from the Buyer Experience Study and what they mean for both B2B and B2C marketers. Whether you're selling to businesses or consumers, this episode unpacks the buyer journey in ways that will change how you think about pipeline, brand building, and long-term marketing strategy.

My Favorite AI Tools

Tella - https://danchez.com/tella
High Level - https://danchez.com/highlevel
Zencastr - https://danchez.com/podtools
n8n - https://danchez.com/n8n

Resources Mentioned

6sense - https://6sense.com
B2B Buyer Experience Report from 6sense: https://6sense.com/science-of-b2b/buyer-experience-report-2025/

Timestamps

00:00 - Why B2C marketers should care about B2B buyer research
03:05 - Introducing the Buyer Experience Study and how it originated
06:45 - Breakdown of B2B buying stages and shocking distribution stats
10:32 - The myth of buyer exploration: decisions are made way earlier
15:18 - Why your sales team is too late if you're not on the shortlist
20:00 - Understanding buyer behavior and the 77% top vendor stat
24:50 - Why preferred vendor changes don’t usually change the deal
30:40 - The deadly mistake of ignoring early-stage buyers
35:15 - Using AI to detect in-market accounts and content needs
42:00 - How to build content for every role in the buying group
46:05 - The HubSpot and Marketo inbound strategy case study
50:40 - Reframing how we define leads and contacts
56:10 - What the next-gen CMO is doing right now to win later
01:00:45 - Relationships still matter, but AI can amplify them

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