The UK & Ireland B2B Buyer Journey Revealed
Why You've Lost Agency and How to Win It Back
2025 6sense B2B Buyer Experience Study: UK & Ireland Edition
The game has changed.
UK and Ireland B2B buyers now control 57% of their journey before any vendor contact, compared with 61% globally – down from 69% in 2024. They’re forming shortlists, setting requirements, and making decisions while you’re completely in the dark.
The 2025 B2B Buyer Experience Study, conducted in partnership with 6sense and surveying 754 UK and Ireland buyers, reveals exactly how buyers really behave, and why traditional marketing is failing.
The Numbers That Should Keep You Awake
You’re Operating Blind for 60% of the Buyer Journey
- What You Don’t See:
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- Which accounts are forming buying groups
- When buying cycles actually start
- Who the 10+ stakeholders are
- What Buyers Are Actually Doing:
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- Researching solutions anonymously
- Building requirements without you
- Ranking vendors before any contact
- The Result:
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- You’re reacting to RFPs, not shaping them
- You’re validating decisions already made
- You’re hoping, not strategising
Introducing Signal-Led Account-Based Experience (ABX)
Regain Agency Across All Three Phases of the Buyer Journey
Comprehensive Research, Actionable Insights
- The study
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- 754 UK & Ireland B2B buyers surveyed – nearly 4,000 globally
- Average deal size: £320,000
- Third annual study by 6sense
- Supplemental AI & economic impact research
- Comparison with global findings
- The Partnership
- MarketOne, the leading B2B demand generation agency, partnered with 6sense to analyse these findings and develop the signal-led ABX framework. With 25 years of experience and teams across EMEA, we’ve helped hundreds of enterprise clients navigate buyer complexity.
Everything You Need to Transform Your Approach
- Complete UK & Ireland buyer behaviour analysis
- Comparison with global buyer patterns
- The three-phase ABX implementation framework
- Tactical recommendations for each buyer phase
- Signal taxonomy and orchestration strategies
- Human + AI integration guidelines
Stop Operating Blind. Start Winning Deals.
The vendors winning consistently aren’t those with bigger budgets. They’re the ones who’ve adapted to buyer-controlled purchasing by implementing signal-led ABX. This report shows you exactly how to join them.
No forms. No gates. Just insights. We want this research to be widely accessible to help the entire B2B community adapt to the new buyer reality. You can also download the Global Buyer Experience Study here.