A fresh look at how modern B2B buying decisions are made – full findings to be released on 12th November 2025
MarketOne is delighted to confirm our role as sponsor of the 2025 B2B Buyer Experience Study for UK and Ireland, conducted by 6sense. This annual program examines how buying groups discover, evaluate and select vendors across categories and regions. While the findings can’t be revealed until the study is released, we can confirm that this year’s edition takes a close look at the UK & Ireland alongside a global view, with practical implications for marketers and sales teams alike.
Now in its third year, the study explores the real mechanics of B2B purchasing – how shortlists are formed, how preferences are set before first contact, and what happens in the crucial conversations that follow. It also investigates the forces shaping decisions in 2025, including the growing role of AI within solutions and shifts in market conditions. MarketOne’s editorial focus as sponsor will be to translate the research into clear, actionable guidance for commercial teams, based on over 25 years of experience in the B2B demand generation arena.
What to expect on 12th November
On publication day, MarketOne and 6sense will release a co‑branded report in parallel with the global version, including a set of practical resources designed to address questions such as:
- How can you get onto shortlists earlier and more consistently?
- How can you move to the top of those shortlists before first meetings?
- What does it take to shine during validation, responding to stakeholder questions with speed and clarity?
We’ll also share UKI‑specific commentary and frameworks that teams can apply immediately in planning, enablement and opportunity execution.
Catalina Dobre, Vice President of Client Services and Global Alliances at MarketOne commented, “We couldn’t be more excited to partner with 6sense in publishing this report. With technology moving at the speed of light and at a challenging time for all businesses, this report and its invaluable insights couldn’t be more timely in helping B2B businesses of all shapes and sizes to negotiate the buyer journey.”
Kerry Cunningham, Head of Research & Thought Leadership at 6sense, added, “We were delighted to bring MarketOne onboard as a partner for this year’s study. We have benefited from MarketOne’s input as we built and executed the research. More than anything, we can’t wait to share both the fascinating results and the guidance on what to do about them.”
The full report will be posted on our website on Wednesday, 12th November. To receive a copy by email on release day, sign up here.