Wednesday Wisdom: It’s Here - Introducing the 2024 Global B2B Buyer Experience Report

Hi all, 

The 6sense Research team is incredibly happy to announce the release of our 2024 Global B2B Buyer Experience Report.

In its second year, this research has grown both in scale and scope, with more respondents and the inclusion of buyers across the globe. What began last year with insights from nearly 1,000 B2B buyers has expanded to a new sample of over 2,500. And, this year’s 2,500+ buyers are saying much the same as last year’s 900+ did, confirming that this is the reality of B2B buying today. 

For the second year in a row, over 80% of buyers tell us they decide both what they’re going to buy and who they’re going to buy from before they ever begin engaging with sellers. While there are some interesting nuances across regions, this striking reality remains remarkably consistent across the globe.

• By the time buyers engage sellers, nearly 70% of the buying journey is already behind them.
• When engagement begins, it is buyers—not vendors—who initiate contact 81% of the time.
• Buyers' requirements for their purchases are nearly or completely established before they engage sellers, 85% of the time.
• Buyers have chosen a winning vendor 81% of the time before they ever talk to a sales rep.

In the report, you’ll read everything from the details of the buying journey — who it involves, what it involves, when critical points in the process occur, and more — to what it all means for you and your organization. 

This research is led by former VP, Principal Analyst at SiriusDecisions and Forrester, Kerry Cunningham. On behalf of the 6sense Research team, we are pleased to deliver this radical new perspective on how deals are won and lost.

Our research is always free, never gated - we also love your questions and always encourage them here in the comments or on LinkedIn. 

@Kerry