{
  "schema_version": "1.1",
  "id": "b2b-buyers-70-percent-through-journey-before-contacting-sellers",
  "slug": "b2b-buyers-70-percent-through-journey-before-contacting-sellers",
  "url": "https://groundedkit.com/claims/b2b-buyers-70-percent-through-journey-before-contacting-sellers/",
  "api_url": "https://groundedkit.com/api/claims/b2b-buyers-70-percent-through-journey-before-contacting-sellers.json",
  "claim": "B2B buyers are 70% of the way through their journey before they contact sellers",
  "commonly_cited_as": "\"Buyers are 70% done before they talk to sales\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "6sense",
    "title": "2025 B2B Buyer Experience Report",
    "year": "2023–2024 figure"
  },
  "quote": "In relative terms, buyers’ first engagement with sellers shifted from about 69% of the way through the buying journey in 2024 and 2023 to 61% in 2025.",
  "method": "6sense survey of nearly 4,000 B2B buyers (North America, EMEA, APAC; purchases of $25K+, median $200K–$300K) plus a 766-response companion survey, 2025.",
  "drift": [
    "Superseded: 6sense's 2025 study puts first contact at 61% of the journey",
    "Older '57%' and '70%' versions come from different studies"
  ],
  "interest": "6sense sells B2B account-based marketing software; its findings support earlier marketing to buying groups.",
  "safe_rephrasing": "6sense's 2025 survey of nearly 4,000 B2B buyers found first contact with sellers happens about 61% of the way through the journey, earlier than the roughly 69–70% it found in 2023–2024.",
  "sources": [
    {
      "title": "6sense — 2025 B2B Buyer Experience Report",
      "url": "https://6sense.com/science-of-b2b/buyer-experience-report-2025/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "6sense found 69% in 2023–2024 and 61% in 2025",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}