B2B buying journey statistics 2026

• 61%

  of the way through the buying journey is when buyers first contact a seller, down from 69% in earlier editions

  6sense, November 2025Copy citationEmbed

• 95%

  of the time, the winning vendor was already on the buyer's Day One shortlist, up from 85%

  6sense, November 2025Copy citationEmbed

• 79%

  of first contacts are initiated by the buyer rather than the seller

  6sense, November 2025Copy citationEmbed

• 10.1 months

  was the average B2B buying cycle in 2025, down from 11.3 months in 2024

  6sense, November 2025Copy citationEmbed

• 61%

  of B2B buyers prefer an overall rep-free buying experience

  Gartner, June 2025Copy citationEmbed

• 73%

  of B2B buyers actively avoid suppliers who send irrelevant outreach

  Gartner, June 2025Copy citationEmbed

• 13

  internal stakeholders and 9 external influencers are involved in a typical business buying decision

  Forrester, January 2026Copy citationEmbed

These figures come from Founder-Led Marketing Statistics 2026: Trust and Buyer Data, which puts them in context.