B2B buying did not always start online. In the early 2000s, buyers called sales teams first to learn what to buy. By 2015, search engines, reviews, and content became the starting point.

In 2026, the shift is clear: 70% of the B2B buyer journey happens before a buyer ever talks to sales. Now compare that to the past, when sales controlled most of the process. Today’s buyers read 10 or more pieces of content and involve 6 to 10 decision makers before choosing a vendor.

The challenge now is trust and speed. Buyers expect clear answers, fast follow ups, and proof early. We that in mind, we will cover key B2B buyer journey statistics that show exactly how the B2B buyer journey works today and why businesses must adapt now.

B2B Buyer Journey Statistics: The Key Numbers

• 77% of B2B buyers say their last purchase was very complex or difficult, involving many steps and stakeholders.
• B2B buyers spend only 17% of their total purchase journey time meeting with potential suppliers when comparing options.
• An average B2B buying group includes 6–10 decision-makers, each bringing different concerns and criteria.
• 67% of the B2B buyer journey now happens digitally, before a buyer ever speaks to sales.
• B2B buyers are 57–70% through their research before contacting a sales representative.
• 83% of B2B buyers prefer ordering or interacting via digital self-service tools rather than sales reps.
• 84% of B2B buyers use peer recommendations and reviews early in the decision process.
• Only 5–6% of B2B buyers are actively in-market at any given time, while the rest are researching passively.
• B2B buyers typically consume 5–8 pieces of content before engaging with a vendor.
• 70% of B2B buyers say content quality influences their final purchase decision.
• B2B buyers who perceive personalized experiences are 40% more likely to purchase.
• 79% of B2B buyers say it’s very important to interact with a vendor who understands their business context.
• B2B deals stall mainly due to internal misalignment, not pricing or product limitations.
• B2B buyers who experience friction in the journey are 2× more likely to abandon a purchase.
• High-performing B2B companies are 2.5× more likely to align sales and marketing around the buyer journey.

Sources: Gartner, McKinsey & Company, Forrester, Demand Gen Report, HubSpot, LinkedIn B2B Institute

B2B Customer Segmentation Statistics

• 81% of B2B marketers say customer segmentation is critical for growing revenue.
• Companies using advanced B2B segmentation report up to 10–20% higher sales lift than those that don’t.
• 77% of high-performing B2B companies use data-driven segmentation instead of basic firmographics alone.
• Personalized B2B campaigns based on segmentation drive 5–8× higher ROI than generic campaigns.
• 65% of B2B buyers expect vendors to understand their industry, role, and business size before outreach.
• Behavior-based segmentation improves B2B conversion rates by up to 30% compared to static segmentation.
• B2B companies that segment by customer lifetime value (CLV) improve retention by 15–25%.
• 72% of B2B decision-makers are more likely to engage with content tailored to their specific business needs.

Sources: McKinsey & Company, HubSpot, Gartner, Salesforce, Forrester

High-impact B2B Voice Search statistics

• 71% of B2B buyers say they use voice search to find business information while multitasking at work.
• 50% of B2B search queries are expected to be voice-based or conversational in nature.
• B2B decision-makers are 30% more likely to use voice assistants during the early research phase than during final purchase.
• 72% of professionals use voice search to find local or service-based business providers.
• Voice queries are 3× more likely to include intent-driven phrases like “best,” “near me,” or “for business.”
• B2B websites optimized for featured snippets are significantly more likely to appear in voice search results.
• 60% of executives report using voice assistants for business tasks such as research, scheduling, or vendor discovery.
• Conversational, long-tail keywords account for the majority of B2B voice search queries.

Sources: Google, Gartner, PwC, Think with Google, BrightLocal, Microsoft, Search Engine Journal

B2B Online Review Statistics

• 93% of B2B buyers say online reviews influence their purchasing decisions.
• 84% of B2B buyers trust online reviews as much as personal recommendations.
• 67% of B2B buyers are willing to engage a vendor with lower pricing only if reviews are strong.
• Over 70% of B2B buyers read at least 3–5 reviews before contacting a vendor.
• Positive reviews can increase B2B conversion rates by up to 31%.
• Nearly 90% of B2B buyers say a negative review can stop them from considering a vendor.
• B2B companies with recent reviews are perceived as more credible than those with older reviews.
• Responding to reviews increases buyer trust by 15–20% in B2B markets.
• Review signals are among the top local ranking factors for B2B Google Business Profiles.

Sources: G2, BrightLocal, Trustpilot, Capterra, Gartner, Spiegel Research Center, Podium