The Science of B2B

Explore Key Metrics From the 2025 Buyer Experience Study Explore a selection of the core metrics from the 2025 B2B Buyer Experience Study. Use the filters to view how key buyer-journey measures vary across solution types, capabilities, regions, and organization size. Please keep in mind that multiple filters can limit the number of respondents displayed. […]

Over the past year, economic uncertainty has been a constant undercurrent for many organizations. Headlines about layoffs have dominated professional networks, while ongoing tariff discussions and supply chain pressures have made operating costs unpredictable, while threatening to close off entire markets. And all this is occurring while companies weigh how to optimize (or reduce) human […]

For years, B2B marketing and sales processes have operated under a convenient fiction: that buyers begin each purchase as neutral participants. They are imagined as starting from scratch— researching what vendors exist, discovering their options, and weighing them on merit alone. The idea is orderly and appealing, suggesting that every vendor has an equal opportunity […]

Three years of research across nearly 10,000 B2B buyers has shown us that the B2B buyer is a highly experienced group of individuals that has, in many cases, “been there, done that” many times. The average buying group member in our study is around 40 years old and has been through 8 to 9 purchase […]

Over the past three years of global research with nearly 10,000 B2B buyers we’ve seen just how many roles and responsibilities buyers shoulder to reach a decision. The average B2B buying journey spans the better part of a year, requires a group of about 10 individuals internally, third-party input, and hundreds of interactions among the […]

The rise of large language models (LLMs) has sparked new concerns for B2B marketers: if buyers increasingly rely on AI for their solution research, are they still going to visit provider websites? The early indications are that vendor websites are losing traffic. But does that mean fewer opportunities to influence and convert buyers?   These are valid […]

B2B buyers are anything but new to buying. On average, in categories that are important to their jobs buyers have been through eight to nine formal evaluations in their careers. Not all of those evaluation cycles led to a purchase — many did not. But even journeys that end without a purchase leave a mark […]

We call the moment in a buying journey when buyers first engage with sellers or SDRs the Point of First Contact (POFC). In our research, that point proved remarkably consistent across industries, buying roles, deal sizes, and solution types. It was always right around 70% through the buying journey. We went as far as to […]

Executive Summary  Our prior research showed that B2B buyers select a favored vendor before engaging sellers — and that pre-contact favorite wins the deal roughly 80% of the time. That core truth still holds in 2025. What has changed is the timing of that first contact.  This year’s main global study of nearly 4,000 B2B […]

Episode Overview  In this episode of Lies My Marketing Experience Told Me, Kerry sits down with Jon Miller—one of the true luminaries of B2B marketing technology. Jon helped shape the modern B2B landscape as co-founder and original head of marketing at Marketo, later went on to found Engagio (which merged with Demandbase), and now leads […]