Wednesday Wisdom: Help Me, Help You - The 70/30 B2B Buying Journey (Watch or Read)

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saraboostani
saraboostani Posts: 318 6senser
in Research Road

Hi all,

In the latest episode of the Science of B2B podcast, our Head of Research @Kerry dives into what we call the 70/30 buying journey of B2B purchases. It’s a great companion—or oral description, if you haven’t had a chance to read it—to our report: The Critical Period for B2B Buying & The Seventy-Percent Solution: When Buyers Pick a Winner in B2B Purchases.

For all the complexity in B2B buying, the data we’ve collected from ~3,500 buyers over the past two years suggests that buying journeys that end in purchases can really be boiled down to two phases:

  • The first 70%, where internal stakeholders debate and decide who they want to buy from (without speaking to sellers)
  • The final 30%, where they validate that decision

A little polarizing, yeah? But the data backs it up—and Kerry breaks it down brilliantly in this episode. I’ve also linked the full report below. Both free and ungated, as always.

https://6sense.com/science-of-b2b/the-7030-buying-journey/
https://6sense.com/science-of-b2b/the-critical-period-for-b2b-buying/
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