The B2B Buyer Experience Report 2025: Links Inside!

saraboostani

Hey all,

I’m thrilled to share that this year’s Buyer Experience Report is now live — free, ungated, and available to read online.

This year’s research was a collaboration between us here at the Science of B2B and our partners at 2X, MarketOne, LeadFabric, and Green Hat. We’re grateful to our sponsors for broadening the reach of this year’s research and for contributing thoughtful perspectives and interpretations of the results.

Based on two surveys and 4,510 recent B2B buyers (minimum purchase spend of $25,000 within the last 24 months), you'll find the following collection of research on our website:

• The full global report
• A key-takeaways document for those looking for a quick take
• A collection of deep-dive reports that explore themes introduced in the main report
  • How Buyer Experience Offsets LLM-Induced Traffic Loss  
  • “AI Inside” Is Catalyzing an Earlier Point of First Contact (POFC) for B2B Buyers and Sellers
  • B2B Buyers Are Even Less of a Blank Slate Than We Thought
  • In It (Multiple Times) To Win It: Prior Evaluations Precede Most B2B Wins 
  • Meet the B2B Buying Group: Who’s at the Table and What They Do 
  • Getting to Yes: Why Vendors Win & How Buying Groups Agree 
  • B2B Buying Under Economic Pressure in 2025 
• Three regional reports created by our partners in their respective regions. Each one adds valuable depth and dimension to how B2B buying unfolds around the world.
  • How European B2B Buying Journeys Differ (and Don’t) From the Rest 
  • The APAC B2B Buyer Journey Research Report 2025
  • The UK & Ireland B2B Buyer Journey Revealed

There’s so much to dig into. And, on Tuesday, November 18th at 9 a.m. PST, our head of research @Kerry will be hosting a webinar where we’ll walk through this year’s findings in more detail. We’d love for you to join us.