68 B2B buyer statistics and insights

Think you know B2B buyers? Think again. With buyer habits, priorities, and expectations continually evolving, staying ahead means understanding the latest trends that shape their decision-making.

Looking at the latest B2B buyer statistics, we shed light on how your target market makes decisions, what drives purchases, and how you can better connect with your prospects. According to our State of Prospecting 2025 report, 88% of B2B buyers want to hear from vendors when researching and evaluating their options, highlighting why businesses should engage buyers early.

As an award-winning B2B lead generation agency, we know a thing or two about what B2B buyers really want. Here, Sopro’s B2B experts share the inside scoop with exclusive stats to give your business growth strategy the edge it needs.

Top 10 B2B buyer statistics and insights

1. Millennials and Gen Z now account for 71% of B2B buyers, up from 64% in 2022. → Read more 
2. Younger decision-makers (under 40) involve nearly twice as many stakeholders (6.8) as older executives (3.5) in buying decisions. → Read more
3. The average buying group for complex B2B solutions involves 8.2 stakeholders, up by over a fifth (21%) since 2015. → Read more 
4. Over 8 in 10 buyers know what product they want before starting research, and 70% buy their initially preferred solution. → Read more 
5. Three-quarters (75%) of B2B buyers prefer a rep-free sales experience, but self-service digital purchases are more likely to result in purchase regret. → Read more 
6. Almost 9 in 10 (86%) B2B purchases stall during the buying process, and 81% of buyers are dissatisfied with their chosen provider. → Read more 
7. Nearly two-thirds (63%) of B2B leads take at least three months to decide, and a fifth (20%) wait over a year before purchasing. → Read more 
8. Social proof dominates buying decisions: Over three-quarters (77%) of buyers read user reviews, and more than half (54%) speak directly with current users before purchasing. → Read more 
9. Email is the most preferred outreach channel, with 73% of buyers favouring it and 64% opening emails based solely on the subject line. → Read more 
10. Enterprise buyers spending over £100k show higher AI adoption (39%) than overall buyers (30%), and Gen Z buyers use AI nearly twice as much as the average (15% vs. 8%). → Read more

Who are B2B buyers and decision makers?

1. The 35-44 age group makes up the largest portion of B2B buyers, representing nearly two-fifths

Who’s in charge when it comes to decision-making power? The 35-44 age group now dominates the B2B buying scene. Accounting for 38% of all buyers, it’s clear that the individuals within this category call the shots the majority of the time.

B2B buying behaviour is shaped by research, digital fluency, and a demand for personalised, efficient experiences. If your messaging doesn’t align, you risk missing key opportunities. As a B2B account-based marketing agency, we specialise in creating personalised campaigns that engage your highest-value target accounts and drive measurable growth.

2. Millennials in leadership roles make B2B decisions 41% faster on average than Baby Boomers in similar positions

Millennials in leadership roles are spreading things up, literally. On average, Millennial B2B decision-makers make purchasing decisions 41% faster than their Baby Boomer counterparts. Not only are they digitally driven, but they also rely less on traditional sales processes such as cold calling.

To get their attention, ensure you build your strategy focusing on speed and efficiency by streamlining and personalising your processes…fast!

3. Younger decision-makers (under 40) complete around 70% of the buying process digitally and independently before contacting sales

Younger buyers are taking matters into their own hands. They complete over two-thirds of the B2B buying journey independently before even picking up the phone or emailing sales. They also use digital channels for most of the journey and involve nearly twice as many stakeholders (6.8 vs. 3.5) as older executives.

This major generational shift is reshaping B2B buying behaviour, influenced by digital-led preferences, faster decisions, and new expectations that vendors should seek to adapt to. To make a lasting impression, you need to meet buyers early online with valuable, relevant content that answers questions and builds trust long before a sales call.

4. B2B buyers span generations, with 55% Millennials, 30% Gen X, 9% Gen Z, and 6% Boomers

Although B2B buyers come from all generations, Millennials (28-43) take the lead, making up more than half of the decision-makers. Gen X (44-59) follows behind with 3 in 10 buyers, while Gen Z (18-27) and Boomers (60+) complete the lineup with 9% and 6%, respectively.

5. Millennials and Gen Z now account for 71% of B2B buyers, up from 64%

Younger generations are reshaping business decisions, with over 7 in 10 B2B buyers now Millennials or Gen Z. These buyers tend to be more collaborative and value peer feedback, as 57% of younger buyers consult peers before purchasing, compared to just 49% of Boomers.

As a result, adapting your sales strategy to engage broader buying groups and enable multi-stakeholder communication is becoming increasingly essential.

6. Nearly half of B2B buyers are managers (47%), while 36% come from C-suite leaders

Want to impress potential buyers? Read the room. Almost 5 in 10 B2B buyers hold managerial roles, while over a third are C-suite executives (CEOs, CFOs, etc.). This shows the need for your sales and marketing strategies to resonate across multiple levels of influence. Understanding who’s in the room helps you craft targeted content and build stronger relationships.

7. CFOs have the final say in 79% of IT/software purchases, while legal teams block or slow decisions in 61% of cases

Chief financial officers and legal teams can make or break your deal. Over a quarter of the time, CFOs have the final say on IT or software purchases, while legal teams are the gatekeepers who can slow things down or block purchases in almost two-thirds of cases.

Tailoring your approach to navigating finance and legal hurdles early and addressing CFO concerns and legal requirements can speed up decision-making.
More than four out of five B2B buyers include at least four stakeholders when making technology purchasing decisions

8. More than four out of five B2B buyers include at least four stakeholders when making technology purchasing decisions

Around 80% of B2B buyers include at least four stakeholders when choosing a tech solution. Your winning pitch should seek to influence the whole team, whether IT, finance, or legal. A cross-functional agreement is required to seal the deal, meaning your approach can’t be one-size-fits-all.

A B2B multi-channel marketing agency like ours can help you craft tailored messaging that resonates across roles and delivers the right content to get everyone on board.

9. Over half of buying groups now include decision-makers at the VP level or higher

With 52% of today’s decision-makers in top leadership positions, it is key to provide valuable content. Senior leaders are most likely focused on ROI, long-term impact, and strategic fit, so every message you deliver should speak their language.

10. Leaders under 40 involve nearly twice as many stakeholders (6.8) in decisions compared to those over 55 (3.5)

It’s a round-table discussion, and under-40s are bringing more decision-makers to the table, involving nearly twice as many stakeholders as those over 55 (6.8 vs. 3.5). Younger executives bring more people into the buying process, making decisions more collaborative. Your sales strategy needs to engage a broader range of stakeholders.

11. The average B2B buying decision involves 4.14 stakeholders

Buyer decisions are a team effort. B2B decision-making stats show that on average, 4.14 stakeholders weigh in on purchases. Ensuring your messaging addresses different perspectives can build trust and help move decisions forward smoothly.

12. 7% of businesses involve 10 or more stakeholders in their purchase decisions

Big decisions mean big teams; 7% of businesses involve 10 or more stakeholders in the decision-making process. Navigating bigger buying groups requires more targeted communication, which can make all the difference when sealing the deal.

13. B2B tech purchases typically involve 6 to 10 stakeholders

For B2B tech purchases, 6 to 10 stakeholders spanning IT, finance, operations, and executive leadership are typically involved in the decision-making process. This means your marketing efforts should speak to a diverse audience and address key priorities such as technical details, budget constraints, and strategic goals.

14. On average, 8.2 people are now involved in buying complex B2B solutions, up from 6.8 in 2015, a 21% increase in 10 years

Buying complex B2B solutions is becoming more competitive, with a 21% increase in people’s involvement over the last decade. To stay on top of the game, your marketing approach needs to connect with this broader group, addressing varied concerns and priorities such as technical specifications and ROI.

15. Most organisations rely on large decision-making groups for technology purchases. Around 86% involve at least three stakeholders

Almost 9 in 10 organisations include at least three stakeholders, while over two-fifths  (43%) include six or more. This rises to over 60% in large enterprises, with six or more participants, and nearly 30%, with 10 or more participants.

Your sales and marketing strategies need to address different roles and priorities, from technical experts to budget holders. As a B2B demand generation agency, we can help accelerate your sales pipeline and connect you with high-intent prospects.

Statistics on B2B decision-making

1. Most B2B buyers (88%) want to hear from vendors when researching and evaluating their options

Nearly 9 in 10 buyers welcome insights from vendors when researching, while almost three-quarters (73%) of B2B buyers said prospecting is essential to their new business strategy. In addition, when asked how they prefer to be contacted, B2B buyers pick an average of 2.5 B2B buying channels. Think along the lines of email followed by a LinkedIn DM, and one well‑timed call.

This shows how timely, valuable resources such as comparison guides, ROI calculators, or short demonstrations at the evaluation stage can give you that competitive edge, taking you from the shortlist to a purchase order.

2. Sustainability and ethical practices influence the decisions of 36% of B2B buyers

Over a third of B2B buyers report that ethics and sustainability could be dealbreakers during decision-making. From carbon footprints to transparent sourcing, having a sustainable record can make you stand out among eco‑minded buyers.

3. Almost 7 in 10 buyers say they’re more likely to buy from digitally innovative suppliers

Tech‑savvy buyers are more likely to buy into digitally innovative vendors. Over two-thirds (69%) of B2B buyers admit they are more likely to vote for suppliers adopting modern digital tools that offer forward-thinking solutions while showcasing seamless online experiences.

4. Nearly two-thirds of leads take at least three months to decide on a purchase, while 20% wait more than a year

Patience pays off. While 63% of leads take at least three months to make a decision and a fifth wait up to a year, building strong relationships through regular check-ins and valuable content can still lead to conversions. 

We’re a B2B appointment setting agency that helps you connect with decision-makers and book qualified meetings that move your sales forward. Consistency is key.

5. A third of businesses report longer sales cycles as prospects take more time to decide, often involving more stakeholders in the decision-making process

Experiencing longer sales cycles? Blame the crowd. Around a third of companies report slower deal timelines, while over 1 in 5 businesses now have six or more people in their decision-making unit (DMU). 

One thing’s for sure: stakeholders hold influence. The more tailored your approach, the higher your chances of closing a deal are.

6. One-third of businesses experience leads going silent during the sales process

A third of businesses experience being ghosted by leads mid-cycle. To counter the silence, ensure you continue providing value to buyers through benchmark B2B reports, ROI snapshots, or relevant case studies.

7. The number of businesses with more than six buyers has increased nearly threefold in two years, and 7% DMUs involve 10 or more stakeholders

The number of firms with six or more stakeholders has nearly tripled in just two years, and 7% of decision-making units now involve ten or more stakeholders. To stay competitive, you need a toolkit that addresses diverse priorities, aligns internal teams, and keeps the momentum going.

8. Buyers increasingly expect vendors to put in more effort, with 29% of businesses noting a rise in demand for personalised experiences

Buyers aren’t settling, and neither should you. Nearly a third of buyers expect vendors to go the extra mile by delivering more personalised experiences, such as tailored demos, relevant content, and a clear ROI. 

The takeaway? Understanding their needs proves you’re invested long before they seal the deal.

9. The B2B landscape has become increasingly competitive, with buyers considering 62% more brands before purchasing compared to 2021

Buyers now vet nearly two‑thirds more vendors than just a few years ago. Stand out from the crowd by showing you understand their challenges and offering your solution ahead of your competitors.

10. Trust in traditional sources like analyst reports has fallen dramatically, with only 14% of buyers consulting them, a 60% drop since 2022

Traditional sources like analyst reports no longer hold the same authority they used to, with only 14% of buyers still using them, down a whopping 60% since 2022. B2B buyers are taking matters into their own hands with over half (52%) consulting their prior experience, while 74% say it heavily influences their choices.

11. The majority of buyers (82%) already have a top product in mind when shortlisting options, and 70% end up buying that product

Most buyers already have a clear favourite during the decision-making process. Over four-fifths have their top product in mind when shortlisting options; even more telling, 70% buy that exact product.

Nearly 8 in 10 buyers (79%) and almost 9 in 10 enterprise buyers (89%) know what they want before their research begins. This shows that first impressions matter and influencing buyers early is crucial.

B2B buyer frustrations

1. Over a quarter of B2B buyers describe their latest purchase as “very complex or difficult”

With 77% of B2B buyers calling their recent purchase highly complex, understanding the drivers behind buying decisions is crucial for buyers and sellers. Organisational goals, external pressures, and personal preferences all impact these choices.

2. While 75% of B2B buyers favour rep-free sales, self-service digital purchases are far more likely to result in purchase regret

Three-quarters of B2B buyers prefer a rep-free sales experience, opting to do their research, but here’s the twist: self-service digital purchases often lead to buyer’s remorse. Without the proper guidance, it’s easy to miss vital details or make misaligned choices.

3. Over two-fifths of buyers are most frustrated by a lack of transparent pricing

Buyers aren’t interested in playing guessing games, especially when it comes to cost. Around 45% of B2B buyers say unclear pricing is their biggest frustration. Vague or hidden costs can quickly turn potential leads away. 

To keep prospects engaged, be honest and upfront about your pricing. Transparency not only builds credibility but also helps shorten sales cycles.

4. Almost 9 in 10 of B2B purchases stall during the buying process, and 81% of buyers are dissatisfied with their provider, leading to a negative buying experience

Nearly 9 in 10 ( 86%) B2B deals hit the brakes before crossing the finish line. Even more concerning, over four-fifths of buyers feel let down by their providers, leading to frustrating, negative experiences. Clear communication is essential in managing expectations and providing real value.

5. Most buyers (85%) get frustrated when buying online, and three-quarters (75%) say they’d switch to a supplier with a better online experience

Their biggest complaints? A lack of information on products, stock, delivery times, and prices. They want simpler shopping, helpful sales support, and accurate, real-time delivery information.

B2B buying journey statistics

1. During their purchasing journey, 77% of buyers consult user reviews

Want to know what influences B2B buyers? Over three-quarters turn to user reviews during their purchasing journey.

With more prospects relying on trusted sources like real customer experiences and peer feedback, firsthand insights have become key to building trust and often tipping the scales in favour of a product or service. Encouraging and showcasing authentic reviews is crucial to winning buyers and standing out in a crowded market.

2. B2B buyers review an average of 11 pieces of content before contacting a vendor. Nearly three-quarters start their research online

Buyers know their stuff! Before reaching out to a vendor, most review an average of 11 pieces of content, with 72% starting their search online. 9 in 10 (90%) B2B buyers turn to online channels as their primary way to find new suppliers, while 53% of marketers say webinars are the top-of-funnel (ToFu) format that generates the most high-quality leads.

3. Before contacting a vendor, 78% of buyers have already established their requirements

Buyers know exactly what they want. Nearly 8 in 10 have nailed down their requirements before contacting a vendor. This means that from the first interaction, your goal is to show how your solution fits perfectly and stands out.

4. B2B buyers spend just 17% of their time considering and engaging with potential suppliers

You’ve only got one shot (well, actually 1 in 6), so make it count. B2B buyers spend just 17% of their time considering and engaging with potential suppliers. The window to make an impression is incredibly tight. To win their attention, your messaging needs to be sharp, relevant, and deliver value fast.

5. 8 in 10 B2B buyers make their first vendor contact after completing around 70% of their buying journey

Most B2B buyers (80%) don’t come knocking until they’ve done their homework, completing about just over two-thirds of the buying journey before reaching out. 

This means they are well-informed and have clear expectations when you hear from them. Therefore, aim to engage buyers early with valuable insights and resources long before the first conversation happens.

B2B buying channel statistics

B2B buying through SEO

1. With 84.9% of the B2B market share, over two-thirds of B2B researchers begin their research with Google searches

Most B2B buyers (71%) start their research with a simple Google search. With Google dominating 84.9% of the market share, it’s clear that being visible and easy to find online is a game-changer if you’re looking to grab buyers’ attention early.

2. Most B2B decision-makers (85%) find organic search results more trustworthy than paid advertisements

Over four-fifths of B2B decision-makers trust organic search results way more than paid ads. This shows that investing in strong SEO and valuable content builds credibility and authority before they even visit your site.

3. B2B buyers initiate 67% of their purchasing cycles with broad problem-related queries rather than brand names

About two-thirds of a B2B buyer’s purchasing journey starts with a broad search based on problem-focused queries, not brand names. This emphasises how solution-oriented content is key to guiding buyers and helping them narrow down their options.

4. SEO is seen by 76% of B2B marketers as the top digital strategy for generating traffic from buyers ready to purchase

SEO takes the lead as the top digital strategy for over three-quarters of B2B marketers to attract buyers who are ready to make a purchase. This proves that content optimisation isn’t just about visibility and reaching the right audience at the right time in their buying journey.

5. Focusing on SEO drives marketing-qualified leads (MQLs) 37% faster than using paid ads alone

Implementing SEO can be the perfect growth accelerator, as organic search sees 37% faster growth in marketing-qualified leads (MQLs) than relying solely on paid ads. Showing naturally at the right time when buyers are searching helps build trust and drives results.

B2B buying through social media platforms

1. Social media plays a key role in B2B buying, with 55% of all buyers using it for research

Contrary to popular belief, social media isn’t just for selfies or trending news; it can play a significant role in B2B buying. Over half of buyers use social platforms to research vendors. 

In fact, 86% of consumers buying IT products use social media to help them make decisions, while over two-thirds (70%) of B2B purchase decision makers use social media to help them decide.

2. Buyer decisions are driven by social proof, with over a quarter (77%) of buyers reading user reviews

Want buyers to trust you? Nothing builds it faster than social proof. A striking 77% of B2B buyers admit to reading user reviews during decision-making, and over half (54%) speak directly with current users before purchasing. Showcasing authentic positive feedback can boost buyer confidence.

B2B buying through email

1. Email is the top outreach channel, preferred by almost three-quarters (73%) of B2B buyers, with 64% opening emails based solely on the subject line

Emails remain among buyers’ most preferred options, as 73% reported it as their top outreach channel, while 6 in 10 buyers open their emails based on their subject line alone. 
As an expert B2B email marketing agency, we know how important first impressions are. Nailed your subject line? You’re already halfway to starting a meaningful conversation.

2. Over half of business emails are read on mobile phones

If you don’t want to lose out on possible leads, keep your approach mobile-friendly. Around 55% of emails are read on mobile devices, meaning long blocks of text and clunky formatting just won’t cut it. Grab buyers’ attention with clear, concise copy.

3. Three out of four B2B businesses say email delivers strong ROI, with just 3% seeing negative returns 

Email is the way to go, with 75% of B2B companies reporting strong ROI from email marketing alone, while just 3% see negative returns. From a string subject heading to personalised content, a well-crafted email can drive value and attract conversions.

B2B buying through PPC and paid social

1. More than half of B2B PPC ads (52%) direct users to a homepage instead of a landing page

52% of B2B PPC ads point to a home page instead of a landing page, a missed opportunity. When buyers click on an ad, they often expect a direct answer to their problem. A well-thought-out landing page can improve user experience and increase conversion rates by aligning with buyer intent.

2. LinkedIn is the top social platform for 44% of B2B professionals

For 44% of B2B professionals, LinkedIn is their top social channel for industry insights and networking. Whether building brand awareness or nurturing leads, having a strong LinkedIn presence puts you in great standing.

3. In 2025, 12% of businesses ranked paid social media among their top spending priorities

With a tiger focus on ROI, brands are becoming more selective with their budgets. As of 2025, only 12% of businesses ranked paid social media as a top spending priority, calling for more thoughtful and intentional targeting.

4. Social media ad spend worldwide is projected to see a 12% increase from $221.6 billion in 2024 to $247.3 billion in 2025

Global social media ad spending is expected to grow by 12% and reach $247.3 billion in 2025, up from $221.6 billion in 2024. Despite B2B brands becoming more selective with their paid strategies, social media adverts still hold major influence as they open up opportunities to reach the right audience with the right message.

5. For every $1 spent on paid social media ads in 2025, businesses saw an average ROI of $5.28

In 2025, every $1 spent on paid social media ads returned an impressive $5.28 on average, showcasing why smart investment in paid social channels continues to thrive, especially for businesses looking to increase visibility and drive growth.

What types of content influence B2B buyers?

1. Short articles top the list for 92% of B2B marketers

Short and sweet takes the cake! More than 9 in 10 B2B marketers prefer short articles/posts, while 76% use videos as their go-to, followed by three-quarters (75%) who opt for case studies/customer stories.

Over two-thirds (69%) use long articles and posts, 57% use data visualisations/visual content, and just over half (51%) use e-books and white papers. Less than half of B2B marketers use product technical/data sheets (41%), research reports (36%), and interactive content (27%).

2. Nearly 7 in 10 B2B marketers consider case studies their most effective form of content

Real-world success stories build trust. Buyers love real results, as they help them see how solutions work. For 69% of B2B marketers, case studies are a must-have in their marketing toolkit, as they deem them the most effective content.

3. Most B2B buyers (71%) find white papers valuable, and 8 in 10 are willing to exchange their contact details for in-depth reports

White papers still hold serious weight in B2B buying. About 71% of buyers find them valuable, and 8 in 10 are happy to share their contact information to access them. Not only do they offer detailed, expert insights, but they can also positively influence their buying decisions.

4. High-quality thought leadership drives results. 62% of C-suite leaders are likely to request a meeting or call with companies that offer strong expert insights

Nearly two-thirds of C-suite leaders are more likely to request a meeting or call when companies deliver insights they trust. This goes to show that demonstrating expertise and thought leadership can open the door to high-level conversation.

3. If it sounds like a sales pitch, 6 out of 10 buyers won’t engage

For 60% of buyers, a salesy pitch is a turn-off. Focus more on authentic, valuable conversations rather than traditional sales tactics. B2B buyers want genuine solutions, so it’s essential to build trust.

B2B buying budgets

1. Nearly two-thirds of B2B businesses say their buyers are tightening their budgets

65% of B2B businesses state that their buyers are tightening their budgets, highlighting the need to focus more on spending. Addressing concerns early, such as demonstrating clear ROI and tailoring your approach, is key.

2. The average B2B firm invests 8% of its annual revenue in marketing

Marketing plays an important role in driving growth and giving you that edge in a crowded market. It’s so essential that, on average, a B2B firm invests 8% of its annual revenue in marketing.

3. Most marketers (60%) feel their budgets and ROI are being monitored more closely than before

Every marketing dollar needs to prove its worth. With 6 in 10 marketers feeling more scrutinised regarding spending and ROI, making data-driven decisions that produce clear results is more important than ever.

Conversion rate optimisation (CRO) statistics

1. Boost your leads by 55% simply by increasing the number of landing pages from 10 to 15

Want to boost your leads by 55%? Simply increase your landing pages from 10 to 15. More targeted pages mean a better audience fit and higher conversions. Adding videos to your landing pages can increase conversion rates by 86%, while removing navigation can double your conversions.

2. Websites convert at an average rate of 2.35%, with top-performing sites reaching 11% or more

CRO statistics show that, on average, most websites convert around 2.35% of visitors, while the top performers convert over four times as many. This emphasises how optimised design and content can transform casual browsing into conversions.

3. The highest B2B average conversion rate by industry is professional services (4.6%)

Professional services grabs the top spot with the highest B2B average conversion rate at 4.6%. Tailored expertise and trust play a significant role in turning prospects into clients in this industry.

4. Pages that load slowly can reduce conversions by 7%

Slow-loading pages aren’t just frustrating; they can also reduce your conversions by 7%. In a fast-paced world, speed matters. Ensure your site stays quick and efficient to keep potential buyers engaged.

AI and B2B buying habits

1. Most buyers (87%) who used generative AI in their purchase process reported better business outcomes for their organisation

Almost 9 in 10 buyers who use AI during their purchase process report that it drives better business results. This suggests that tools can help uncover insights faster and help prospects make smarter decisions.

2. Enterprise buyers making big purchases over £100k show higher AI adoption, with 39% using AI “a little bit” compared to 30% of all buyers

Enterprise buyers handling purchases over £100k are more open to using AI, 39% use it “a little bit,” compared to 30% of all buyers. Adopting AI becomes a smart strategy for making more informed, confident decisions when the stakes are high.

3. 15% of Gen Z buyers use AI extensively, nearly doubling the overall average of 8%

Gen Z buyers are ahead of the game as 1 in 6 frequently use AI, almost twice the overall average of 8%. This generational shift in technology is reshaping how B2B purchases are made, pushing businesses to adapt and innovate faster than ever.

4. 9 in 10 buyers click on sources cited in AI Overviews, while simple questions are often answered without clicks

Buyers are highly engaged with AI overviews, an impressive 90% trusting verified information, making authoritative sources more valuable than ever. 

Meanwhile, simple questions get quick answers without extra clicks, highlighting AI’s unique blend of easy access and deep research that allows B2B buyers to make smarter buying decisions.

Gen Z shows greater trust in AI content, with one-third (30%) expressing high confidence, compared to 20% across all groups

Gen Z is leading the AI revolution. 30% say they have high confidence in AI content, compared to just 20% of all buyers. This growing trend highlights how the next generation is shaping smarter, tech-savvy buying habits that businesses must adapt to to stay relevant.

Methodology and sources

Sopro conducted proprietary research as part of The State of Prospecting 2025 report. Insights and findings related to B2B buyer statistics have been compiled with data from other sources to form a complete collection of buyer statistics.

https://sopro.io/resources/whitepapers/the-state-of-prospecting-25/
https://sopro.io/resources/blog/55-sales-statistics-and-industry-trends/
https://blog.hubspot.com/sales/b2b-buyers
https://brixongroup.com/en/generational-shift-in-the-c-suite-what-younger-decision-makers-expect-from-b2b-companies-in/
https://www.forrester.com/blogs/younger-b2b-buyers/
https://amplyfi.com/blog/how-to-navigate-the-new-b2b-buying-landscape-in-2025/
https://learn.g2.com/hubfs/2024-buyer-behavior-report.pdf?hsLang=en
https://geniusdrive.com/the-evolving-complexity-of-b2b-buying-navigating-a-landscape-of-growing-decision-maker-involvement/
https://solutions.trustradius.com/vendor-blog/2024-b2b-buying-disconnect-the-year-of-the-brand-crisis/
https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2025/04/01/the-evolution-of-b2b-buying-behavior-and-how-the-experience-must-adapt/
https://www.marketingscoop.com/sales/the-number-of-b2b-customer-stakeholders-keeps-climbing-new-data-strategies-for-2024/
https://solutions.technologyadvice.com/blog/it-tech-buyer-trends-key-insights-for-marketers/
https://www.bain.com/about/media-center/press-releases/2024/ceos-prioritization-of-sustainability-has-declined-sharply-as-ai-and-inflation-now-sit-atop-their-agendas-consumers-b2b-buyers-remain-deeply-concerned/
https://www.vml.com/insight/b2b-buyer-loyalty-is-in-retrea
https://www.rikvin.com/blog/42-sales-statistics-that-will-help-improve-your-selling/
https://salesintel.io/blog/what-influences-b2b-buying-behavior/
https://emt.gartnerweb.com/ngw/globalassets/en/sales-service/documents/trends/gartner-b2b-buying-report.pdf?_
https://www.forrester.com/press-newsroom/forrester-the-state-of-business-buying-2024/
https://www.sana-commerce.com/report/b2b-buyer/
https://www.demandgenreport.com/industry-news/80-of-b2b-buyers-initiate-first-contact-once-theyre-70-through-their-buying-journey/48394/
https://digitalworldinstitute.com/blog/b2b-seo-strategy/
https://www.zippia.com/advice/b2b-statistics/#B2B_Statistics_by_Sales
https://www.gwi.com/blog/social-and-the-b2b-purchase-journey
https://www.thedrum.com/news/2017/08/11/55-business-emails-read-mobile-phones
https://findstack.com/resources/landing-page-statistics
https://www.statista.com/topics/951/linkedin
https://sproutsocial.com/insights/social-media-statistics/
https://sqmagazine.co.uk/social-media-advertising-statistics/
https://www.market-inspector.co.uk/b2b-content-marketing-strategy
https://longitude.ft.com/blog/how-to-write-a-compelling-b2b-marketing-white-paper
https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research
https://www.forrester.com/blogs/the-average-b2b-firm-invests-8-of-revenue-in-marketing-but-thats-not-the-whole-story/
https://www.hubspot.com/state-of-marketing
https://www.invespcro.com/?p=t
https://www.enterpriseappstoday.com/stats/conversion-rate-optimization-statistics.html
https://www.forrester.com/blogs/the-future-of-b2b-buying-will-come-slowly-and-then-all-at-once/