Metric Monday: Who Initiates Contact During B2B Purchases? Do Buyers or Sellers Make the First Move?

saraboostani · December 2023

Happy (Metric) Monday!

6sense Research surveyed over 900 B2B buyers for insights into their recent purchases. What we got is a ton of answers to questions like,

Who takes the first step in initiating contact during the B2B purchase journey?

When B2B buyers are ready to engage, they take the lead by initiating first contact with vendors 83% of the time. This clearly suggests that sellers are finding out about buying processes on the buyer’s terms. Undoubtedly, sellers had in many cases reached out to these buyers prior to that initial contact. However, what our participants’ responses suggest is that whether sellers are reaching out or not, buyers initiate contact when they are ready to engage and rarely until.

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To get the answers to more questions like this one, check out the report where we detail the full analysis, Out of Sight, (Almost) Out of Time.

@Kerry

Kerry · December 2023

Folks have been saying the buyer is in control for years. Here's the evidence.

Rachel Zerilla · December 2023

Love seeing this data as validation!

Metric Monday: Who Initiates Contact During B2B Purchases? Do Buyers or Sellers Make the First Move?

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