{"claim_id":"BUYER-001","slug":"b2b-buyer-journey-statistics","category":"methodology","value":"nearly 4,000","claim":"6sense collected nearly 4,000 responses from B2B buyers in its main 2025 study.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"methodology","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-002","slug":"b2b-buyer-journey-statistics","category":"methodology","value":"766","claim":"A companion survey on AI and economic conditions contributed another 766 responses.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"methodology","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-003","slug":"b2b-buyer-journey-statistics","category":"cycle_length","value":"10.1 months","claim":"Average B2B buying-cycle length was 10.1 months in 2025, down from 11.3 months in 2024.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-004","slug":"b2b-buyer-journey-statistics","category":"seller_contact","value":"61%","claim":"The point of first seller contact moved to 61% through the journey from 69% in 2024.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection-to-validation transition","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-005","slug":"b2b-buyer-journey-statistics","category":"seller_contact","value":"6-7 weeks","claim":"The point-of-first-contact change meant buyers contacted sellers roughly six to seven weeks earlier.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection-to-validation transition","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-006","slug":"b2b-buyer-journey-statistics","category":"day_one_shortlist","value":"95%","claim":"The winning vendor was already on the Day One shortlist in 95% of purchases.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-007","slug":"b2b-buyer-journey-statistics","category":"pre_contact_favorite","value":"77%","claim":"The favorite at the end of the Selection Phase became the final winner 77% of the time, down from 83% in prior years.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection-to-validation transition","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-008","slug":"b2b-buyer-journey-statistics","category":"seller_contact","value":"79%","claim":"Buyers initiated 79% of seller engagements in 2025, compared with 82% in prior years.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection-to-validation transition","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-009","slug":"b2b-buyer-journey-statistics","category":"vendor_evaluation","value":"5.1 vendors","claim":"Buyers evaluated an average of 5.1 vendors, up from 4.5.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-010","slug":"b2b-buyer-journey-statistics","category":"prior_experience","value":"3.8 vendors","claim":"Buyers had prior experience with an average of 3.8 of the vendors they evaluated.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-011","slug":"b2b-buyer-journey-statistics","category":"day_one_shortlist","value":"3.6 vendors","claim":"Buyers placed an average of 3.6 vendors on the shortlist on Day One.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-012","slug":"b2b-buyer-journey-statistics","category":"shortlist_preference","value":"94%","claim":"Ninety-four percent of buyers ranked their shortlist by preference before seller engagement.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-013","slug":"b2b-buyer-journey-statistics","category":"buyer_experience","value":"8-9 journeys","claim":"Buyers had completed an average of eight to nine previous purchase journeys in the category.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-014","slug":"b2b-buyer-journey-statistics","category":"time_per_vendor","value":"2.0 months","claim":"Time spent per evaluated vendor fell to 2.0 months from 2.6 months.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-015","slug":"b2b-buyer-journey-statistics","category":"group_size","value":"r=.635","claim":"Buying-group size correlated with the number of vendors evaluated at r=.635 in 2025, down from r=.683.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-016","slug":"b2b-buyer-journey-statistics","category":"ai_use","value":"94%","claim":"Ninety-four percent of buyers reported using large language models, without replacing their reported reliance on vendor content or third-party experts.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"validation","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-017","slug":"b2b-buyer-journey-statistics","category":"ai_in_solution","value":"89%","claim":"Eighty-nine percent of buyers purchased solutions containing AI features.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"validation","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-018","slug":"b2b-buyer-journey-statistics","category":"ai_in_solution","value":"93%","claim":"Among software buyers, 93% purchased solutions containing AI features.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"validation","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-019","slug":"b2b-buyer-journey-statistics","category":"ai_requirement","value":"62%","claim":"Sixty-two percent of companion-survey buyers were mandated or strongly encouraged to select solutions with AI features.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"validation","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-020","slug":"b2b-buyer-journey-statistics","category":"ai_questions","value":"62%","claim":"Sixty-two percent of buyers needed sellers to answer AI-related questions.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection-to-validation transition","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-021","slug":"b2b-buyer-journey-statistics","category":"earlier_contact","value":"58%","claim":"Fifty-eight percent said uncertainty about AI caused earlier vendor engagement.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection-to-validation transition","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-022","slug":"b2b-buyer-journey-statistics","category":"economic_pressure","value":"49%","claim":"Forty-nine percent said economic uncertainty shortened their buying cycle.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-023","slug":"b2b-buyer-journey-statistics","category":"economic_pressure","value":"62%","claim":"Sixty-two percent said economic uncertainty caused earlier seller engagement.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-024","slug":"b2b-buyer-journey-statistics","category":"vendor_choice","value":"about 70%","claim":"Nearly 70% said economic concerns affected vendor choice and pushed buyers toward more conservative selections.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-025","slug":"b2b-buyer-journey-statistics","category":"prior_vendor_experience","value":"85%","claim":"In 85% of successful purchases, buyers had direct prior experience with the winning vendor.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-026","slug":"b2b-buyer-journey-statistics","category":"seller_familiarity","value":"68%","claim":"Sixty-eight percent of buyers already knew a seller from the winning vendor.","source_domain":"6sense.com","source_url":"https://6sense.com/science-of-b2b/buyer-experience-report-2025/","source_title":"2025 B2B Buyer Experience Report","source_quality":"primary_global_buyer_survey","population":"nearly 4,000 B2B buyers in the main study plus a 766-response companion survey","denominator":"main-study or 766-response companion-survey base as identified by the claim; exact question base can vary","period":"2025 study with 2023-2024 comparisons where stated","geography":"North America, EMEA and APAC; main sample was 46% North America, 20% Continental Europe, 20% UK and Ireland, and 14% APAC","caveat":"The main findings are buyer self-reports, not observed clickstream or CRM events. Bases vary between the main study and the 766-response companion survey.","evidence":"Methods, 2025 findings, implications and appendix","platform_scope":"","research_method":"retrospective buyer survey","stage":"selection","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-027","slug":"b2b-buyer-journey-statistics","category":"observed_journey","value":"88 touchpoints","claim":"Dreamdata observed an average of 88 touchpoints per B2B customer journey.","source_domain":"dreamdata.io","source_url":"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026","source_title":"2026 LinkedIn Ads B2B Benchmarks Report highlights","source_quality":"first_party_customer_journey_telemetry","population":"aggregated Dreamdata customer data covering more than 66 million sessions and more than 3.5 million customer journeys","denominator":"metric-specific base not reported on the public highlights page; 66M+ sessions and 3.5M+ journeys describe the report-level scope only","period":"2025 observations published March 10, 2026; prior-year comparisons where stated","geography":"Dreamdata does not publish a geographic weighting on the public highlights page","caveat":"Vendor-customer telemetry is not a census of all B2B advertisers. Metric-specific denominators are not disclosed on the public highlights page, so the dataset-wide population must not be attached to a metric as its exact base.","evidence":"Public report highlights page; full report is form-gated","platform_scope":"","research_method":"observed customer-journey telemetry","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-028","slug":"b2b-buyer-journey-statistics","category":"observed_journey","value":"10 stakeholders","claim":"Dreamdata observed an average of 10 stakeholders per B2B customer journey.","source_domain":"dreamdata.io","source_url":"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026","source_title":"2026 LinkedIn Ads B2B Benchmarks Report highlights","source_quality":"first_party_customer_journey_telemetry","population":"aggregated Dreamdata customer data covering more than 66 million sessions and more than 3.5 million customer journeys","denominator":"metric-specific base not reported on the public highlights page; 66M+ sessions and 3.5M+ journeys describe the report-level scope only","period":"2025 observations published March 10, 2026; prior-year comparisons where stated","geography":"Dreamdata does not publish a geographic weighting on the public highlights page","caveat":"Vendor-customer telemetry is not a census of all B2B advertisers. Metric-specific denominators are not disclosed on the public highlights page, so the dataset-wide population must not be attached to a metric as its exact base.","evidence":"Public report highlights page; full report is form-gated","platform_scope":"","research_method":"observed customer-journey telemetry","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-029","slug":"b2b-buyer-journey-statistics","category":"observed_journey","value":"81%","claim":"Dreamdata observed 81% of the B2B customer journey outside the sales pipeline.","source_domain":"dreamdata.io","source_url":"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026","source_title":"2026 LinkedIn Ads B2B Benchmarks Report highlights","source_quality":"first_party_customer_journey_telemetry","population":"aggregated Dreamdata customer data covering more than 66 million sessions and more than 3.5 million customer journeys","denominator":"metric-specific base not reported on the public highlights page; 66M+ sessions and 3.5M+ journeys describe the report-level scope only","period":"2025 observations published March 10, 2026; prior-year comparisons where stated","geography":"Dreamdata does not publish a geographic weighting on the public highlights page","caveat":"Vendor-customer telemetry is not a census of all B2B advertisers. Metric-specific denominators are not disclosed on the public highlights page, so the dataset-wide population must not be attached to a metric as its exact base.","evidence":"Public report highlights page; full report is form-gated","platform_scope":"","research_method":"observed customer-journey telemetry","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}
{"claim_id":"BUYER-030","slug":"b2b-buyer-journey-statistics","category":"observed_journey","value":"4 channels","claim":"Dreamdata observed an average of four channels per B2B customer journey.","source_domain":"dreamdata.io","source_url":"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026","source_title":"2026 LinkedIn Ads B2B Benchmarks Report highlights","source_quality":"first_party_customer_journey_telemetry","population":"aggregated Dreamdata customer data covering more than 66 million sessions and more than 3.5 million customer journeys","denominator":"metric-specific base not reported on the public highlights page; 66M+ sessions and 3.5M+ journeys describe the report-level scope only","period":"2025 observations published March 10, 2026; prior-year comparisons where stated","geography":"Dreamdata does not publish a geographic weighting on the public highlights page","caveat":"Vendor-customer telemetry is not a census of all B2B advertisers. Metric-specific denominators are not disclosed on the public highlights page, so the dataset-wide population must not be attached to a metric as its exact base.","evidence":"Public report highlights page; full report is form-gated","platform_scope":"","research_method":"observed customer-journey telemetry","stage":"cross-stage buyer journey","definition_family":"","benchmark_family":"","evaluation_type":"","currency":"","input_source_url":"","derived_by":"","derivation":"","audited_at":"2026-07-11"}