THE RESEARCH TEAM

The research team

Zoe De Preter

Buyer Insights & B2B Marketing Consultant - LeadFabric

Zoe is passionate about using data and insights to enhance marketing effectiveness. As a consultant at LeadFabric, she leads Buyer Insights projects that deliver actionable strategies for marketing and sales teams. In this research project, Zoe played a pivotal role in identifying cultural nuances in buyer behavior, helping organizations better understand their target audiences.

Koen De Witte

Founder & Managing Director - LeadFabric

Koen is the Founder and Managing Director of LeadFabric and has 30+ years of experience in B2B sales and marketing alignment. Previously, he held senior roles at Pervasive Software and Bulldog Solutions, specializing in marketing automation and customer acquisition. A recognized thought leader, he shares insights on martech, salestech, and growth strategies through industry events, podcasts, and publications.

Kerry Cunningham

Head of Research & Thought Leadership - 6sense

Kerry has 25+ years of experience in B2B demand generation, shaping marketing strategies, teams, and technologies across industries. A former SiriusDecisions and Forrester expert, Kerry has developed key frameworks and spoken at major industry events. Kerry specializes in aligning marketing and sales and driving the shift from outdated lead-based approaches to opportunity-centric strategies.

Sara Boostani

Marketing Research Analyst - 6sense

Sara has played a key role in this research project and is a vital part of the 6sense research team. Passionate about B2B marketing, she has co-authored major studies, including the B2B Identification Benchmark, the Account-Based Marketing Benchmark, the State of BDR, and the B2B Buyer Experience Report.