Metric Monday: B2B Buying - 12 months, 11 Stakeholders, 4-5 Vendors, and 800+ Interactions

saraboostani

Hi all,

Our team put together these great graphics of some of the key stats from our B2B Buyer Experience research this year. These are the averages across 2,500+ buyers from North America, Europe, and APAC.

I think these stats do a good job of summing up the fact that B2B buying is a significant investment—not just financially, but also the human and resource commitment it requires.

On average, buying groups involve 11 internal stakeholders and nearly a year-long process, during which they have more than 800 interactions while evaluating 4 to 5 vendors. And the more vendors considered, the more everything increases—bigger buying teams, more interactions, and more time spent in the buying cycle.

B2B buyers don’t cut corners! How are you helping them evaluate you with as little friction as possible? Keep in mind, they won’t engage with your sellers until month 8 (~70%) of a 12-month buying journey!

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

@Kerry

Kerry

These metrics really all tie together. We know a lot about buying journeys now. It really is our obligation as marketers to align to how buyers buy.