Metric Monday:Point of First Contact Constant Goes Global–Buyers Spend 2/3 of Their Journey Rep-Free

saraboostani

Hi all,

Last year, we asked over 900 recent B2B buyers in North America when they first engaged with sellers during their buying journey. The overwhelming response was 69% of the way through their process—from the start of research to the final purchase. This "point of first contact" remained so consistent that we published a blog and podcast episode highlighting just how little it fluctuates.

This year, we set out to see if that number stayed consistent, expanding our research to include a new sample of North American B2B buyers, as well as 600+ buyers in Europe and 700+ in APAC. The result? B2B buyers, regardless of region, consistently spend over two-thirds of their buying journey without engaging a sales rep. This is simply the reality of B2B purchases, and its not limited to North America!

https://6sense.com/science-of-b2b/2024-buyer-experience-report/

@Kerry