This report draws on the 2026 6sense Buyer Experience Study, covering respondents across North America, Europe, APAC, and UK/Ireland. Global figures are used throughout. Where regional differences are meaningful, comparisons are shown. For the full findings, see the 2026 Buyer Experience Report published by 6sense.
LeadFabric is a B2B marketing consultancy specializing in aligning strategy, technology, and execution across marketing and sales. This is the third consecutive year LeadFabric has partnered with 6sense to translate the Buyer Experience Study into actionable guidance for commercial teams.
A note of thanks
This report would not exist without the generosity and commitment of Kerry Cunningham and Sara Boostani at 6sense. For the third consecutive year, they have shared their research, their data, and their thinking with us openly and without reservation. Kerry and Sara's intellectual rigor and dedication to making the partnership work have made this collaboration genuinely valuable. Thank you both.