Quiz · 90 seconds
Are you ready to run signal-driven outbound?
Eight questions about your current GTM motion. Get a Cold, Warm, or Hot readiness bucket plus the specific next action that fits where you are today.
Are you actively tracking buying signals for your ICP today?
Funding, hires, executive changes, technographic moves, competitor mentions.
Every number on this page links to a primary source
We cite original studies (Ehrenberg-Bass, RAIN Group, HubSpot, Bridge Group, Instantly, Belkins) rather than secondhand vendor blog posts. Where a stat has a known caveat, we say so.
- [1]Anonymous journey
6sense Dark Funnel research: 70%+ of the B2B buying journey is anonymous research; 90 to 98% of B2B website traffic is anonymous (6sense / MarketingProfs). 78% of the time, buyers have already defined requirements, budget, and capabilities before engaging sellers.
6sense Dark Funnel research · 2024Source - [2]First-seller wins
Craig Elias's SHiFT Selling research established that the first seller to reach a prospect after a trigger event (funding round, executive change, hiring surge) wins approximately 74% of the time. Widely cited in B2B sales literature; original framework documented in "SHiFT! Harness The Trigger Events That Turn Prospects Into Customers" (Elias and Shanto, 2010).
Craig Elias, SHiFT Selling research · 2010Source - [3]24h signal lift
Outreach.io 2024 research found teams that act on buying-signal events within 24 hours see a 29% lift in opportunity creation versus teams that act on the same signals after 24 hours.
Outreach.io research · 2024Source - [4]Buying cycle
6sense 2025 Buyer Experience Report (4,000+ global buyers): average B2B buying cycle is 10.1 months in 2025, down from 11.3 in 2024. 77% of buyers purchase from their Day-1 preliminary favorite; 85% have prior vendor experience; 68% knew a seller from the winning vendor.
6sense 2025 Buyer Experience Report · 2025Source - [5]95/5 Rule
Dawes, J. (2021). "Advertising effectiveness and the 95-5 rule: most B2B buyers are not in the market right now." LinkedIn B2B Institute / Ehrenberg-Bass Institute for Marketing Science. Author's framing: "The 95% figure is not meant to be a precise rule. We're using it as a heuristic to get the idea across that the vast majority of businesses, for a large proportion of products, are not in the market in particular time periods."
John Dawes, Ehrenberg-Bass Institute, via LinkedIn B2B Institute · 2021Source
Warm Lead Readiness Score FAQ
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