Picture a shopping journey where you've already thoroughly researched a brand online, read several reviews, and watched a few product videos before you even think about speaking to a salesperson—this is the modern buyer's journey, and for 90% of consumers, it starts with that crucial, independent online search.
Key Takeaways
- 68% of B2B buyers start their journey by researching online before contacting sales
- 90% of consumers research products online before purchasing
- 70% of the buyer's journey is done independently before sales engagement
- 63% of buyers in consideration stage consume 3-5 content types weekly
- 50% of B2B buyers view 13 pieces of content during consideration
- 71% prefer educational content over promotional
- 79% of buyers need 3+ interactions to move to decision
- 77% of B2B buyers are 'nearly done' before sales outreach
- 80% select from shortlist of 3 vendors
- 92% of buyers complete purchases online if possible
- 85% prefer self-service checkout
- 70% abandon carts due to extra costs
- 70% of post-purchase buyers provide feedback if asked
- 83% of loyal customers spend 67% more
- 89% of customers stay loyal due to great service post-buy
Modern B2B buyers extensively self-educate online before ever contacting sales.
Awareness Stage
168% of B2B buyers start their journey by researching online before contacting sales
Verified290% of consumers research products online before purchasing
Verified370% of the buyer's journey is done independently before sales engagement
Verified457% of the buying process happens before a salesperson is even contacted
Directional5Online reviews influence 88% of consumers during awareness phase
Single source681% of buyers conduct 3-5 interactions before engaging sales in awareness
Verified774% of B2B buyers use search engines to start their journey
Verified893% of B2B experiences begin with online search
Verified950-70% of B2B purchase process is complete before sales rep contact
Directional1047% of buyers view 3-5 pieces of content before talking to sales
Single source1171% of B2B buyers start with general awareness searches
Verified1264% of decision-makers use social media for initial research
Verified1378% of consumers research brands online first
Verified1462% of B2B researchers turn to vendor websites initially
Directional1555% of buyers spend 1-3 hours researching in awareness stage
Single source1682% of shoppers begin with search engines
Verified1767% of B2B buyers use review sites early on
Verified1875% of buyers self-educate via content in first stage
Verified1959% start with peer recommendations online
Directional2080% of online buyers research competitors simultaneously
Single source2166% of consumers view 12+ sources before awareness commitment
Verified2272% of B2B journeys begin on Google
Verified2354% use social media for brand discovery
Verified2469% of buyers read blogs in awareness
Directional2576% watch videos for initial research
Single source2661% consult industry reports early
Verified2773% of B2B buyers use LinkedIn for awareness
Verified2858% start with podcasts
Verified2965% engage with webinars in first stage
Directional3070% of journeys influenced by SEO in awareness
Single sourceAwareness Stage Interpretation
Today's buyer has already downloaded the whitepaper, watched your competitor's demo, and formed a firm opinion about your brand long before you ever get their email address.
Consideration Stage
163% of buyers in consideration stage consume 3-5 content types weekly
Verified250% of B2B buyers view 13 pieces of content during consideration
Verified371% prefer educational content over promotional
Verified468% of decision-makers say content impacts consideration most
Directional557% spend 4+ hours/week consuming thought leadership
Single source675% use case studies to evaluate options
Verified782% read analyst reports in consideration
Verified864% compare vendor websites deeply
Verified959% attend webinars for deeper insights
Directional1077% prioritize personalized content
Single source1162% seek customer testimonials
Verified1270% download whitepapers
Verified1355% engage with interactive tools
Verified1469% watch demos/videos
Directional1574% read third-party reviews
Single source1660% consult peers/colleagues
Verified1766% use comparison charts
Verified1873% value ROI calculators
Verified1958% participate in virtual events
Directional2065% shortlist 3-5 vendors
Single source2161% delay decisions due to info overload
Verified2276% prefer email nurturing
Verified2367% read ebooks/guides
Verified2472% influenced by social proof
Directional2556% use forums/Reddit
Single source2663% track vendor responsiveness
VerifiedConsideration Stage Interpretation
Modern buyers are conducting rigorous, multi-front research campaigns, requiring a constant stream of personalized, educational content to navigate the overwhelming vendor landscape and find a trustworthy partner.
Decision Stage
179% of buyers need 3+ interactions to move to decision
Verified277% of B2B buyers are 'nearly done' before sales outreach
Verified380% select from shortlist of 3 vendors
Verified495% of buyers choose known vendors
Directional560% abandon due to poor sales experience
Single source652% require demos before deciding
Verified768% prioritize price in final decision
Verified874% value customer support commitments
Verified955% negotiate contracts extensively
Directional1071% influenced by final pricing transparency
Single source1162% seek legal/compliance assurances
Verified1267% require reference calls
Verified1359% use RFPs in decision phase
Verified1476% delay for budget approval
Directional1564% swayed by discounts/incentives
Single source1670% check security certifications
Verified1758% consult IT/procurement teams
Verified1865% review SLAs closely
Verified1972% finalize via email/phone
Directional2061% influenced by urgency FOMO
Single source2169% abandon if no free trial
Verified2275% need customized proposals
Verified2366% decide within 1-3 months total journey
Verified2457% veto based on rep knowledge
Directional2573% require stakeholder consensus
Single sourceDecision Stage Interpretation
The modern B2B buyer is a shrewd, methodical negotiator who will walk away at the slightest misstep, demanding a perfectly choreographed sales experience that proves value, transparency, and trust at every turn before they even think of signing.
Post-Purchase Stage
170% of post-purchase buyers provide feedback if asked
Verified283% of loyal customers spend 67% more
Verified389% of customers stay loyal due to great service post-buy
Verified461% of repeat buyers refer others
Directional573% of customers value onboarding support
Single source694% of satisfied customers repurchase
Verified752% churn due to poor onboarding
Verified868% engage with loyalty programs post-purchase
Verified977% share positive experiences online
Directional1040% increase in LTV with good retention
Single source1175% of revenue from repeat buyers
Verified1265% respond to NPS surveys
Verified1383% stay longer with proactive support
Verified1455% upgrade due to upsell post-buy
Directional1572% advocate if delighted
Single source1660% renew contracts with good support
Verified1779% influenced by community access
Verified1867% provide reviews post-support
Verified1974% retention via personalized comms
Directional2058% churn from ignored feedback
Single source2169% join referral programs
Verified2281% loyal to brands with fast resolution
Verified2362% expand spend post-onboarding
Verified2476% recommend after success milestones
Directional2571% stay for product updates
Single source2659% engage with newsletters
Verified2766% renew early with incentives
Verified2878% value knowledge base access
VerifiedPost-Purchase Stage Interpretation
While the initial sale gets a customer through the door, it’s the consistent care, support, and listening after the "thank you" that transforms them into your most profitable sales team, who just happen to pay you for the privilege.
Purchase Stage
192% of buyers complete purchases online if possible
Verified285% prefer self-service checkout
Verified370% abandon carts due to extra costs
Verified449% of US buyers use mobile for purchase
Directional578% expect one-click buying options
Single source663% complete B2B purchases via e-commerce portals
Verified755% use credit cards for B2B buys
Verified867% demand guest checkout
Verified981% influenced by free shipping at purchase
Directional1074% retry abandoned carts with reminders
Single source1159% purchase via invoice for B2B
Verified1268% expect real-time inventory
Verified1362% use digital wallets like Apple Pay
Verified1476% complete purchase under 5 minutes
Directional1571% swayed by loyalty discounts
Single source1654% buy on Fridays
Verified1765% require purchase order integration
Verified1877% expect HTTPS security
Verified1960% influenced by live chat at checkout
Directional2069% prefer subscription models
Single source2173% complete via app
Verified2256% use BNPL options
Verified2364% finalize after price matching
VerifiedPurchase Stage Interpretation
Modern buyers are basically saying: "We'll happily click 'buy now' for everything from pens to payroll software, but only if you make it fast, cheap, frictionless, and secure, or we're outta here."
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