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 in Europe and North America.
We have prepared eleven questions, and answering them should take four minutes at most.
What you get
Three things, and nothing else.
The report is the exchange. You answer, 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.
Submitted
01 · DONE
02 · COLLECTING
03 · YOU GET IT FIRST
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Thanks. That is one more data point.
Your answers are in. The sample is still open.
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 and your own segment, before the report goes public.
While you wait
Two things worth your time.
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
What we are asking.
Your answers go into the dataset we are building on lead nurturing across B2B.
Section I · Staying in touch
When someone does not buy, do you stay in touch with them?
Do you or your team follow past prospects on LinkedIn and react to what they post?
Do you send anything at Christmas or year end to people who did not buy?
Section II · Your CRM
How many leads and contacts sit in your CRM in total?
How often do you go back to someone who did not buy?
What do you send them?Select all that apply.
Who is responsible for staying in touch with people who did not buy?
Section III · Signals
Which of these do you watch for at companies that did not buy?Select all that apply.
When you spot one of them, what happens?
Section IV · What comes back
When you go back to old contacts, how many of them reply?
What 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.
Vice Champion of the Clay Cup 2025, the global competition for GTM engineering teams.
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.