Outdated Confidence: medium
Source found and quoted correctly, but old enough that the market has changed.
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.
What the source says
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.
6sense — 2025 B2B Buyer Experience Report
- Commonly cited as
- "Buyers are 70% done before they talk to sales"
- True origin
- 6sense — 2025 B2B Buyer Experience Report
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2023–2024 figure
- Data as of
- 6sense found 69% in 2023–2024 and 61% in 2025
- 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
- Superseded: 6sense's 2025 study puts first contact at 61% of the journey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.