GITNUXREPORT 2025

Buyer’S Journey Statistics

Majority of B2B buyers research online before engaging with sales teams.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

95% of B2B buyers want to engage with sales teams only after they have completed significant research

Statistic 2

67% of the buyer’s journey is now done digitally

Statistic 3

Leads who are nurtured with relevant content make 47% larger purchases than non-nurtured leads

Statistic 4

68% of B2B buyers prefer to make initial inquiries through digital channels rather than face-to-face

Statistic 5

77% of buyers say their buying process is often more complex and involves more stakeholders than in previous years

Statistic 6

90% of buyers find that content influences their purchasing decisions

Statistic 7

Content marketing generates three times more leads than outbound marketing and costs 62% less

Statistic 8

80% of decision-makers prefer to get company information in a series of articles versus an advertisement

Statistic 9

66% of buyers say that personalized content increases their chances of making a purchase

Statistic 10

52% of buyers say they are more likely to buy if they receive tailored content from the brand

Statistic 11

56% of B2B buyers want companies to deliver content in a format that is quick and easy to consume

Statistic 12

63% of companies align their marketing and sales efforts specifically around the buyer’s journey

Statistic 13

87% of B2B buyers say that digital content has a moderate to major impact on how they evaluate vendors

Statistic 14

71% of buyers say they expect a consistent experience across all channels they interact with

Statistic 15

86% of buyers want brands to provide content that aligns with their specific stage in the purchasing process

Statistic 16

Companies that excel at personalization generate 40% more revenue than average companies

Statistic 17

75% of buyers say they use social media to help with their purchasing decisions

Statistic 18

81% of buyers look for reviews, testimonials, or case studies before making a purchase

Statistic 19

70% of buyers prefer to receive personalized emails based on their industry or interests

Statistic 20

78% of B2B buyers call for more transparency in vendor pricing and processes

Statistic 21

65% of B2B buyers choose vendors based on the quality and relevance of online content

Statistic 22

77% of buyers report that they move faster through the decision-making process when they find helpful, relevant content

Statistic 23

85% of marketers say that the buyer’s journey has become more complex due to digital channels

Statistic 24

58% of B2B buyers say their purchasing decisions are influenced by content delivered at the Point of Purchase

Statistic 25

46% of buyers say they are more likely to purchase from a brand that provides personalized content and experiences

Statistic 26

84% of consumers say that a seamless experience across all devices influences their purchase decisions

Statistic 27

79% of buyers look for case studies before making a purchase decision

Statistic 28

76% of B2B buyers want to see more video content during their decision-making process

Statistic 29

65% of buyers prefer to research and make decisions on their own, without direct interaction with a sales rep

Statistic 30

78% of marketers believe that delivering personalized content increases engagement and sales

Statistic 31

58% of buyers find that detailed online product descriptions influence their decision more than sales calls

Statistic 32

89% of consumers have stopped engaging with a brand after a poor online experience

Statistic 33

83% of B2B buyers say they are more likely to purchase from a company that provides personalized experiences

Statistic 34

85% of marketing leaders report that understanding the buyer’s journey is essential for successful marketing strategy

Statistic 35

52% of decision-makers say their purchase decisions are heavily influenced by content shared via social media

Statistic 36

70% of buyers research independently online before speaking with a salesperson

Statistic 37

53% of buyers spend more time researching brands online than interacting with sales reps

Statistic 38

81% of consumers research online before making a purchase

Statistic 39

74% of buyers conduct more than half of their research online before making a decision

Statistic 40

The typical B2B buyer completes almost 60% of their journey before engaging with a sales representative

Statistic 41

74% of B2B buyers conduct more than half of their research independently

Statistic 42

61% of buyers say their latest purchase was influenced by digital content such as blog posts and videos

Statistic 43

60% of B2B buyers will read three or more pieces of content, such as blog posts or ebooks, during their decision process

Statistic 44

54% of buyers say they want to interact with salespeople only after completing their research online

Statistic 45

83% of buyers report that their latest purchase was influenced by detailed product or service content online

Statistic 46

69% of B2B buyers say that their decision is heavily influenced by the vendor’s online presence and content quality

Statistic 47

59% of buyers prefer to communicate via online chat or messaging during their research phase

Statistic 48

48% of consumers start their research with search engines like Google

Statistic 49

83% of B2B buyers cite digital content as a primary information source during their research process

Statistic 50

60% of buyers visit a vendor’s website multiple times during their decision process

Statistic 51

62% of B2B buyers want to be able to access content on mobile devices during their research

Statistic 52

82% of marketers have seen an increase in engagement when using personalized content tailored to buyer segments

Statistic 53

54% of B2B buyers use social media for research, networking, and pre-sales interactions

Statistic 54

69% of buyers say that their buying decision is influenced by the availability of online demos and trials

Statistic 55

71% of buyers prefer to self-educate through online content rather than speaking directly to a salesperson

Statistic 56

87% of buyers want brands to provide educational content tailored to their challenges

Statistic 57

49% of buyers report that educational content influences their final buying decision

Statistic 58

60% of consumers view brands that provide educational content as more trustworthy

Statistic 59

44% of B2B buyers say that they rely heavily on peer reviews and recommendations during their research phase

Statistic 60

92% of consumers trust recommendations from peers or online reviews over brands themselves

Statistic 61

53% of buyers say that user-generated content significantly impacts their trust in a brand

Statistic 62

57% of buyers say that social proof influences their decision, such as reviews, testimonials, or influencer endorsements

Statistic 63

91% of buyers consider online reviews as trustworthy as recommendations from friends or family

Statistic 64

72% of decision-makers say that online content and social proof are critical when choosing a vendor

Statistic 65

77% of buyers trust peer-generated content more than traditional advertising

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Sources

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Trust Badges - Publications that have cited our reports

Key Highlights

95% of B2B buyers want to engage with sales teams only after they have completed significant research
70% of buyers research independently online before speaking with a salesperson
67% of the buyer’s journey is now done digitally
53% of buyers spend more time researching brands online than interacting with sales reps
71% of buyers prefer to self-educate through online content rather than speaking directly to a salesperson
Leads who are nurtured with relevant content make 47% larger purchases than non-nurtured leads
81% of consumers research online before making a purchase
68% of B2B buyers prefer to make initial inquiries through digital channels rather than face-to-face
74% of buyers conduct more than half of their research online before making a decision
The typical B2B buyer completes almost 60% of their journey before engaging with a sales representative
77% of buyers say their buying process is often more complex and involves more stakeholders than in previous years
90% of buyers find that content influences their purchasing decisions
Content marketing generates three times more leads than outbound marketing and costs 62% less

Did you know that nearly 95% of B2B buyers want to engage with sales teams only after they’ve thoroughly researched online, with 67% now completing 70% of their journey digitally — highlighting the critical importance of tailored content and digital engagement in today’s complex buyer’s journey?

Buyer Behavior and Preferences

95% of B2B buyers want to engage with sales teams only after they have completed significant research
67% of the buyer’s journey is now done digitally
Leads who are nurtured with relevant content make 47% larger purchases than non-nurtured leads
68% of B2B buyers prefer to make initial inquiries through digital channels rather than face-to-face
77% of buyers say their buying process is often more complex and involves more stakeholders than in previous years
90% of buyers find that content influences their purchasing decisions
Content marketing generates three times more leads than outbound marketing and costs 62% less
80% of decision-makers prefer to get company information in a series of articles versus an advertisement
66% of buyers say that personalized content increases their chances of making a purchase
52% of buyers say they are more likely to buy if they receive tailored content from the brand
56% of B2B buyers want companies to deliver content in a format that is quick and easy to consume
63% of companies align their marketing and sales efforts specifically around the buyer’s journey
87% of B2B buyers say that digital content has a moderate to major impact on how they evaluate vendors
71% of buyers say they expect a consistent experience across all channels they interact with
86% of buyers want brands to provide content that aligns with their specific stage in the purchasing process
Companies that excel at personalization generate 40% more revenue than average companies
75% of buyers say they use social media to help with their purchasing decisions
81% of buyers look for reviews, testimonials, or case studies before making a purchase
70% of buyers prefer to receive personalized emails based on their industry or interests
78% of B2B buyers call for more transparency in vendor pricing and processes
65% of B2B buyers choose vendors based on the quality and relevance of online content
77% of buyers report that they move faster through the decision-making process when they find helpful, relevant content
85% of marketers say that the buyer’s journey has become more complex due to digital channels
58% of B2B buyers say their purchasing decisions are influenced by content delivered at the Point of Purchase
46% of buyers say they are more likely to purchase from a brand that provides personalized content and experiences
84% of consumers say that a seamless experience across all devices influences their purchase decisions
79% of buyers look for case studies before making a purchase decision
76% of B2B buyers want to see more video content during their decision-making process
65% of buyers prefer to research and make decisions on their own, without direct interaction with a sales rep
78% of marketers believe that delivering personalized content increases engagement and sales
58% of buyers find that detailed online product descriptions influence their decision more than sales calls
89% of consumers have stopped engaging with a brand after a poor online experience
83% of B2B buyers say they are more likely to purchase from a company that provides personalized experiences
85% of marketing leaders report that understanding the buyer’s journey is essential for successful marketing strategy

Buyer Behavior and Preferences Interpretation

In a digital-driven landscape where 95% of B2B buyers seek extensive research before sales engagement, nearly two-thirds complete their journey online, yet personalization, seamless multichannel experiences, and insightful content—not pushy sales pitches—are now the true currency for closing deals and building loyalty.

Decision-Making and Brand Perception

52% of decision-makers say their purchase decisions are heavily influenced by content shared via social media

Decision-Making and Brand Perception Interpretation

With over half of decision-makers swayed by social media content, it’s clear that in the modern Buyer’s Journey, your brand’s digital dialogue is becoming the most persuasive sales pitch.

Digital Engagement and Research

70% of buyers research independently online before speaking with a salesperson
53% of buyers spend more time researching brands online than interacting with sales reps
81% of consumers research online before making a purchase
74% of buyers conduct more than half of their research online before making a decision
The typical B2B buyer completes almost 60% of their journey before engaging with a sales representative
74% of B2B buyers conduct more than half of their research independently
61% of buyers say their latest purchase was influenced by digital content such as blog posts and videos
60% of B2B buyers will read three or more pieces of content, such as blog posts or ebooks, during their decision process
54% of buyers say they want to interact with salespeople only after completing their research online
83% of buyers report that their latest purchase was influenced by detailed product or service content online
69% of B2B buyers say that their decision is heavily influenced by the vendor’s online presence and content quality
59% of buyers prefer to communicate via online chat or messaging during their research phase
48% of consumers start their research with search engines like Google
83% of B2B buyers cite digital content as a primary information source during their research process
60% of buyers visit a vendor’s website multiple times during their decision process
62% of B2B buyers want to be able to access content on mobile devices during their research
82% of marketers have seen an increase in engagement when using personalized content tailored to buyer segments
54% of B2B buyers use social media for research, networking, and pre-sales interactions
69% of buyers say that their buying decision is influenced by the availability of online demos and trials

Digital Engagement and Research Interpretation

In an era where over 80% of buyers rely heavily on online content before even speaking to a salesperson, it's clear that today's purchasing journey is more about digital discovery than face-to-face negotiation, making a robust, personalized online presence the ultimate must-have for vendors aiming to influence the modern buyer.

Educational Content and Self-Education

71% of buyers prefer to self-educate through online content rather than speaking directly to a salesperson
87% of buyers want brands to provide educational content tailored to their challenges
49% of buyers report that educational content influences their final buying decision
60% of consumers view brands that provide educational content as more trustworthy

Educational Content and Self-Education Interpretation

In an era where nearly three-quarters of buyers favor self-guided learning and over half say educational content sways their choice, it’s clear that trust and tailored knowledge are the new currency in winning consumer confidence and closing deals.

Trust and Influencer Impact

44% of B2B buyers say that they rely heavily on peer reviews and recommendations during their research phase
92% of consumers trust recommendations from peers or online reviews over brands themselves
53% of buyers say that user-generated content significantly impacts their trust in a brand
57% of buyers say that social proof influences their decision, such as reviews, testimonials, or influencer endorsements
91% of buyers consider online reviews as trustworthy as recommendations from friends or family
72% of decision-makers say that online content and social proof are critical when choosing a vendor
77% of buyers trust peer-generated content more than traditional advertising

Trust and Influencer Impact Interpretation

In a digital landscape where peer power reigns supreme, it's clear that buyers trust and value firsthand recommendations—and brands ignoring this social proof do so at their peril.