Metric Monday: A Look at B2B Buying by Region

Shall we call this one Metrics Monday? There are so many findings from this year’s research we could talk about endlessly, but a good place to start is another thank-you to the sponsors behind this year’s Buyer Experience Research.

We thank our sponsors — 2X, MarketOne, LeadFabric, and Green Hat — for helping shape the inspiration, interpretation, and scale of this year’s study. Across the two surveys that informed the 2025 report, we gathered perspectives from more than 4,500 recent B2B buyers across North America, EMEA, and APAC.

Our partners also created dedicated editions that highlight regional nuances and areas of specialization beyond the global report. Each one adds meaningful depth to how B2B buying unfolds around the world.

We’re grateful for their collaboration and their role in bringing the reality of B2B buying to market — and for their contributions to advancing this year’s research.

I’ll attach a table I return to often: a set of key stats by region from this year’s study. Below, you’ll find links to each partner’s report, where you can see the story behind these numbers for buyers in their respective regions.

• 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
• How Buyer Experience Offsets LLM-Induced Traffic Loss

@Kerry