20 Buyer's Journey Statistics to Aid a Successful Marketing Strategy

B2B buyers like to do their homework. By the time they reach out to your sales team, there’s a good chance they’ve already searched, compared, read reviews, and formed a few opinions. Possibly strong ones.That research is part of the buyer’s journey, the process that takes someone closer to a purchase as they learn about the problem in front of them. Pain points often get the whole thing moving. Sometimes, all it takes is one problem and an open search bar.

The path itself can span several steps, but marketers typically group it into three stages: awareness, consideration, and decision. The buyer’s journey statistics ahead put some numbers behind how people move through those stages and what their behavior means for your marketing strategy.

Why Does the B2B Buyer’s Journey Matter for Your Marketing?

Knowing your ideal customer's path from curious to closed-won is just as important in B2B as it is in B2C. But for the sake of your understanding, here's a simple example of a buyer’s journey:

Awareness:  Joe hears a strange grinding noise coming from the left side of his car while driving on the highway. He searches “grinding noise on highway left side” on Google or ChatGPT. This returns several sources of information, such as blog posts, videos, and articles, about possible causes of the noise. Through these sources, Joe learns his true problem is a faulty wheel bearing. 

Consideration: Joe begins researching “how to fix bad wheel bearing.” His search returns complicated instructions for fixing it himself, finding a mechanic to fix it for him, and the cost of both. Joe decides to take his car to a mechanic.

Decision: Now Joe needs to decide which mechanic he’ll use. He looks up what to expect from a wheel bearing replacement service and specific vendor reviews & ratings. He decides on a nearby mechanic who has good reviews, is trusted by his customers, and is available during hours that work for Joe.

When planning out your marketing strategies, you need to map out this process for each of your buyer personas and produce content that will be useful for those personas at each stage. 

What Do Statistics Say About the Buyer’s Journey?

Because of the immediate availability of information online, today’s consumers come to the purchasing table equipped with much more knowledge about how they’ll navigate their pain points. Consider these stats: 

1. 43% of shoppers use their smartphones to research products while shopping in-store. (Salsify)

Your buyers can research a purchase at practically any point in their decision process. And in industrial markets, that process can be several months to years long (although, as you’ll see in a stat further below, that may be getting shorter).

That puts pressure on your digital content to answer the questions that come up when someone is actively weighing their options during that long “in between” time. Product information, comparisons, educational resources, and answers to FAQs can help keep your company in consideration during those moments.

2. 97% of Americans read reviews or seek opinions before making a major purchase. (ConsumerAffairs)

Buyers want reassurance before committing to a significant purchase. For some B2Bs, a handful of six- or seven-figure purchases is enough to call it a successful year.

Reviews and outside opinions give them another perspective on your company that your own marketing cannot provide. Make customer feedback easy to find and pay attention to the places buyers are likely to look when they’re comparing their options for The Big Decision.

3. 39% of shoppers report comparing prices more carefully before making a purchase. (Salsify)

Price is getting a closer look as buyers weigh their options. That makes it important to communicate the value behind what you charge, especially when a competitor may be sitting one browser tab away. Give buyers enough information to see what they’re getting for their money and why your solution deserves consideration.

4. B2B buyers are under growing pressure to justify investments and minimize purchasing risk. (Forrester)

A purchase may make sense on paper, but buyers still need to feel confident defending that decision internally. Your content can help by giving buyers evidence they can bring back to their team, such as ROI data, case studies, performance benchmarks, and clear explanations of expected outcomes.

5. 50% of B2B sales teams are selling to groups of 3–5 stakeholders. (The Brooks Group)

B2B purchasing decisions rarely belong to one person. Your marketing needs to speak to the concerns of multiple people involved in the decision, each of whom may approach the purchase with different priorities. Knowing who has influence can help you create content that supports the conversation happening inside the buyer’s organization.

6. B2B buyers complete 61% of their buying journey before first engaging with sellers. (6sense)

A significant portion of the B2B buying process happens before your sales team enters the conversation. During that time, buyers are forming opinions about potential solutions and vendors. Your marketing has to do some of the talking when sales cannot, giving prospects useful information while they conduct their own research.

7. 77% of B2B buyers said their buying journey took 12 weeks or less. (Google)

Three months can pass quickly when a buyer is researching a complicated purchase. You want your company to remain visible throughout that window without overwhelming prospects. Content built around different stages of the buyer’s journey can keep the conversation moving as their needs and questions change.

8. 61% of B2B buyers prefer an overall rep-free buying experience. (Gartner)

Many buyers would rather research independently than immediately speak with a salesperson. Give them room to do that. Make it easy for buyers to find useful information without contacting sales first, then provide a clear path to your team when they decide they’re ready for a conversation.

9. 71% of “hidden” B2B buyers say thought leadership is more effective than traditional marketing or sales materials at demonstrating a vendor’s potential value. (Edelman)

Some of the people influencing a purchase may never appear on a sales call. Thought leadership gives you a way to reach those quieter decision-makers during their research. Sharing genuine expertise can demonstrate what your company brings to the table before you know every person involved in the decision.

10. 83% of B2B decision-makers conduct independent research before ever talking to sales. (SurveyMonkey)

By the time a prospect contacts you, they may already have a strong impression of your company. Your digital presence needs to earn consideration before that first sales conversation happens. Give buyers enough useful information to answer early questions and make your company worth contacting when they’re ready to take the next step.

Give Your Buyers a Reason to Keep Reading

No matter the stage the potential buyer is in, it’s critical to provide them with content they need and can use. Irrelevant or self-promoting content can drive away customers. 

1. 40% of VPs would immediately stop engaging with vendors that serve them irrelevant content. (Digitalzone)

Irrelevant content can cost you a buyer’s attention quickly. Every piece of content should have a clear audience and purpose within the buyer’s journey. Focus on the questions and concerns your buyers have at that particular point instead of trying to make every piece useful to everyone.

2. 83% of consumers read blogs at least occasionally. (HubSpot)

Blogs still have an audience, which gives your business plenty of opportunities to meet buyers during their research. Useful blog content can introduce your company before a buyer is ready to contact you and give them a reason to return as their research continues.

3. Content marketing generates 3x more leads than outbound marketing while costing 62% less. (Marketful)

Good content continues working after you hit “publish.” When it addresses topics your buyers are actively researching, content marketing can attract prospects without relying solely on direct outreach. That gives your marketing strategy another way to generate leads while buyers move through the research process.

4. 70% of B2B buyers say original research is important for establishing trust in content. (Redpoint Insights)

Buyers have plenty of content competing for their attention, so credibility matters. Original research gives you evidence to support what you’re telling your audience and can make your company a stronger resource during the research process.

5. 77% of consumers will leave a site and check other channels when the product information they need isn’t easily available. (Akeneo)

Missing information gives buyers a reason to continue their search somewhere else. Your website should answer the questions buyers need resolved before they can move forward. Pay attention to what prospects regularly ask your sales team (or search engines), then use those insights to identify gaps in your online content.

What Can Understanding the Buyer’s Journey Do for Your Bottom Line?

Remembering the buyer’s journey and each of its stages as you develop your marketing strategy can have big impacts on your company’s bottom line: 

1. Marketers have noted a 760% increase in revenue from segmented campaigns. (Campaign Monitor)

Segmentation gives you a chance to send messages based on what different types of buyers care about instead of treating your entire audience the same. Aligning campaigns with a buyer’s interests and journey stage can make your marketing far more relevant, giving each contact a stronger reason to engage and eventually buy.

2. 64% of U.S. consumers have made a purchase based on information supplied by an influencer or expert. (Akeneo)

Expert opinions can carry serious weight when someone is deciding what to buy, especially in large, high-stakes purchases. For B2B marketers, credible expertise can give buyers greater confidence in a purchasing decision. Building authority through knowledgeable content can help your company become a trusted voice during the research process.

3. Nurtured leads produce, on average, a 20% increase in sales opportunities compared to non-nurtured leads. (HubSpot)

A lead who isn’t ready to buy today can still become a valuable opportunity later. Lead nurturing keeps your company connected to prospects as they move closer to a decision. Give them useful information along the way instead of treating the first conversion as a marriage proposal.

4. Mobile commerce accounts for 59% of global e-commerce sales, with spending projected to reach $2.51 trillion this year. (Droids On Roids)

Buyers expect to research and purchase without being tied to a desktop. Your content needs to work well on the devices your audience already uses, especially when someone wants information quickly. A frustrating mobile experience can create unnecessary friction during an otherwise promising buyer’s journey.

5. Blog posts are among the top five highest-ROI content formats, according to marketers. (HubSpot)

Blogging gives you a way to address the topics buyers are already researching while creating content that can continue attracting traffic over months and years. Build your blog around your buyers’ questions and pain points, giving them useful reasons to find and return to your website throughout their journey.

Know Your B2B Buyer Before Mapping Their Journey

These buyer’s journey statistics paint a clear picture: your buyers are doing plenty of homework before they ever talk to sales. Your marketing needs to give them useful information while that research is happening.

A strong buyer persona gives you a better idea of what your audience needs at each stage. Know who you’re talking to, and you’ll have a much easier time creating content they’ll want to read.

Turn Your Buyer’s Journey Into a Buyer Persona

Knowing how buyers make decisions is one thing. Knowing who you’re guiding through that process is another. Download the free B2B Buyer Persona Guide and template to start building yours.

Editor's Note: This blog post was originally published in March 2016 and was updated April 2021 to reflect current insights and resources.