The full report, first
Sent to everyone who took part, before publication.
2026 study
What B2B companies do with leads that did not buy
We are studying reactivation processes at B2B companies across Europe and the US. Nine questions, four minutes. You get the results before anyone else.
Take the survey →
What you get
Three things, and nothing else.
The report is the exchange. You answer nine questions, we send you what the sample says.
Your segment, benchmarked
Your answers against companies of the same size.
Anonymous in the report
No company names. One email, then nothing.
Four minutes
All multiple choice. Nothing to write out.
Thanks. That is one more data point.
Your answers are in. We are collecting until the sample closes, then the report goes to everyone who took part, before it goes anywhere else.
Your answers are recorded
Anonymous in the report. Your address is used once, for the results.
We close the sample
A few more weeks, until we have enough companies in every segment.
The report lands in your inbox
Full results, plus your answers set against your own segment.
While you wait
Two things you can use this week.
Open access, unrelated to the study.
GTM Engineering Jobs Report
What companies actually ask for when they hire a GTM engineer, and what the role looks like across the market.
Sales Tools Database
The GTM tools we use across outbound, enrichment, sequencing and reporting. Filterable, opinionated, free.
The survey
Nine questions.
Your answers go into the dataset we are building on lead nurturing across B2B.
Section I · Process and database
Do you have a process that goes back to closed-lost deals and leads that did not buy?
Roughly how many contacts sit in your CRM with no activity for over a year?
Section II · Frequency, content and ownership
How often do you go back to a contact that did not buy?
What do you send them?Select all that apply.
Who does it?
Section III · Segmentation and triggers
Do you separate contacts who came to you from contacts you went out to?
When the decision maker changes at a company that once did not buy, do you act on it?
Section IV · Results and barriers
If you measure it: what reply rate do you get when going back to old contacts?
What most gets in the way of doing this properly?
About you
Company size
Main market
Business model
Where should we send the report?Used once, to send you the results.
Your answers stay anonymous in the report.
This study is run by Vanderbuild. We build outbound campaigns and reactivation systems for B2B companies, and the same picture keeps showing up: a database full of contacts nobody goes back to. We want to find out whether that is the rule or just our sample.