Wednesday Wisdom: 2024 European B2B Buyer Experience Report

saraboostani

Hi everyone,

This year marked a meaningful step forward in our B2B Buyer Experience research as we expanded our study beyond North America to include buyers in APAC and Europe. We're proud to have surveyed nearly 700 buyers in each of these regions, and we're excited to further broaden this research next year.

Today, we’re introducing our B2B Buyer Experience Report focused on Europe, covering the UK, Ireland, Belgium, the Netherlands, and Germany. Here are some key findings:

• The average ‘B2B Buyer’ in Europe is a buying group of 9 to 10 internal stakeholders working together to research and purchase a solution.  
• The average B2B buying journey in Europe takes 10 months from the start of research to the final purchase. 
• The average buying team in Europe evaluates 4 vendors.  
• By the time B2B buyers engage sellers directly, they are over two-thirds (67.7%) through their buying process. 
• Throughout the buying cycle, buyers are in control. Across Europe, buyers initiate first contact with sellers 83% of the time.
• Across Europe, 88.8% percent of buyers have largely or completely established their purchase requirements before contacting sellers.  
• The vendor on the top of the shortlist at the time of first contact wins the business 78.5% of the time across Europe.  

Find all the details and more in the report linked below. As always, our research is free - never gated 🙂

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

@Kerry