Everything changed when B2B sales went digital.

In the early 2000s, most B2B deals happened through phone calls and in-person meetings. By 2015, email, CRM tools, and online research reshaped how buyers and sellers worked. Today, over 65% of B2B buyers prefer digital or self-service sales channels, according to industry research.

That shift happened faster than in consumer sales. Now, rising buyer expectations, longer sales cycles, and AI-driven tools are forcing B2B teams to rethink how they sell. We that in mind, we will cover some important B2B sales statistics.

B2B Sales Statistics: The Key Numbers

• 80% of B2B sales interactions between buyers and sellers are now digital (virtual or remote).
• 77% of B2B buyers say their last purchase was very complex or difficult.
• 67% of the buyer’s journey is completed before a buyer contacts a sales rep.
• B2B buyers consult an average of 10–13 pieces of content before making a purchase decision.
• 75% of B2B buyers prefer a rep-free sales experience when researching products.
• Companies using sales enablement tools see up to 49% higher win rates.
• AI-powered sales tools increase lead conversion rates by up to 30%.
• 84% of B2B buyers expect sales reps to act as trusted advisors, not just sellers.
• Personalized B2B sales outreach improves close rates by 20%+.
• 53% of B2B sales reps say selling is harder now than it was two years ago.
• B2B companies using CRM systems are 86% more likely to exceed sales targets.
• Shorter response times (under 5 minutes) increase lead qualification rates by 9×.
• Recurring revenue models drive 3–5× higher company valuations in B2B.
• Video is used by over 70% of B2B sales teams during the sales process.
• Customer retention increases profits by 25–95% in B2B businesses.

Sources: McKinsey, Gartner, HubSpot, Salesforce, Forrester, Harvard Business Review

Power of Customer Testimonials

• 92% of B2B buyers are more likely to purchase after reading a trusted customer testimonial or case study.
• 79% of B2B decision-makers say testimonials are more influential than product descriptions.
• B2B websites with testimonials see up to a 34% higher conversion rate than those without.
• 73% of B2B buyers say peer reviews directly influence their vendor shortlisting decisions.
• Customer testimonials increase trust in a B2B brand by up to 70%, especially for high-ticket services.
• Video testimonials can boost B2B landing-page conversions by 80% or more compared to text alone.
• 88% of B2B buyers trust online testimonials as much as personal recommendations.
• B2B SaaS companies using case studies report 2× higher deal close rates than those that don’t.
• Decision cycles are shorter by 22% when testimonials or case studies are presented early in the sales funnel.

Sources: G2, Gartner, BrightLocal, HubSpot, Wyzowl, TrustRadius, Nielsen, Demand Gen Report