Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
In 6sense's 2025 surveys, 77% (main survey) to 81% (companion survey) of B2B buyers said their first vendor conversation was with the vendor that won.
What the source says
In the initial survey, 77.0% (n=3,744) of buyers saying that their first vendor conversation was with the ultimate winner. In our supplemental survey (n=766), 81% of buyers said they spoke with the winning vendor first.
6sense — 2025 B2B Buyer Experience Report
- Commonly cited as
- "The first vendor contacted wins 80% of deals"
- True origin
- 6sense — 2025 B2B Buyer Experience Report
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2025
- Data as of
- 2025 survey
- Last checked
- Method & sample
- 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 between quote and source
- Buyers contact their already-preferred vendor first, so the first call reflects preference rather than causing it
- Interest
- 6sense sells B2B account-based marketing software; its findings support earlier marketing to buying groups.