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What B2B Buyers Check Before They Trust Your Content

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Guest post by Stefan Kalpachev.

By the time a B2B buyer agrees to a first call, most of the deciding is done. Around 4,000 buyers took part in the 6sense 2025 Buyer Experience Report, and on average they reached out to a vendor about 61% of the way through their journey.

Key trusted content in the B2B buyer journeyBy then the shortlist is usually settled. The winning vendor was already on the day-one shortlist 95% of the time, and four deals in five went to the vendor the buyer favored before speaking to anyone.

Buyers also seem happy to keep it that way. Two in three would rather skip the rep altogether: 67% said so in a Gartner survey out in March 2026.

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The B2B Campaign Channel Already Built into Every Sales Email

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Contributed post.

B2B marketers work hard to get the right message in front of the right accounts. They buy targeted ads, build nurture sequences, sponsor events, and chase placements in trade media.

The B2B Campaign Channel Already Built into Every Sales Email

Meanwhile, the sales and account teams send thousands of one-to-one emails every week to the exact people those campaigns are trying to reach, and most of those emails end with nothing more than a name, a title, and a phone number.

That sign-off is a campaign slot most marketing plans never use.
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From First Customers to New Markets: How Strategic Partnerships Change as Companies Grow

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Contributed post.

Strategic partnerships can give a young company access to customers, expertise, technology, or distribution channels that would take years to build independently. Yet the type of partnership that helps a startup gain traction may become less useful as the business grows.

How strategic partnerships change as companies growTreating partnerships as something that should change with the company can keep them connected to actual growth priorities.

Early Partnerships Can Provide Market Proof

Startups usually enter partnership discussions with limited leverage. They may have an interesting product but little brand recognition, a small customer base, and few documented results. At this stage, the right partner can help establish credibility.

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Beyond Square Footage: How Room Type Shapes Corporate Event Costs

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Contributed post.

A corporate event budget can change significantly based on the room selected. The lowest rental rate does not always produce the lowest final cost because each type of space creates different requirements for seating, audiovisual equipment, catering, staffing, and setup.

How Room Type Shapes Corporate Event CostsFor B2B marketers planning conferences, product launches, client events, or executive meetings, evaluating those secondary costs can provide a much more accurate picture of what the event will require.
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How B2B Marketers Can Use Direct Mail to Strengthen Digital Campaign Performance

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Guest post by Denise Denton.

B2B marketing efforts can often take weeks or months and require marketers to connect with multiple stakeholders. While a digital campaign can effectively target multiple businesses in a short amount of time, marketers can incorporate direct mail to amplify their efforts. Direct mail can continue the conversation and further build brand awareness.

How B2B Marketers Can Use Direct Mail to Strengthen Digital Campaign Performance Significant Impact When Direct Mail is Combined with a Digital Campaign

A U.S. Postal Service (USPS) white paper evaluating the impact of direct mail in marketing reported the following statistics:

  • 40% conversion rates when digital and direct mail are combined
  • 68% of marketing respondents said combining digital and direct mail increased website visits
  • 60% of marketing respondents said combining digital and direct mail increased ROI

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