With longer sales cycles, larger decision-making teams, and more self-directed research, today’s B2B buying journey is more complex than ever before. You’ll be amazed by how many of the statistics marketers lean on for guiding marketing budgets and sales activities have changed in the last five years. Let’s take a look.
Dramatically more Interactions are Required
In 2020, the average B2B decision involved just 17 touchpoints. Fast-forward to today, according to Sellers Commerce, that number has exploded to 60+ interactions —sometimes even reaching over 100 for high-value or complex deals.
The Rise of the Mega Buying Team
One of the biggest changes in B2B marketing is the sheer number of people involved. A study by Challenger Inc. informs that in 2025, the typical B2B buying team includes nearly 12 individuals—more than double the average of 5.4 from 2020.
Self-Research is the New Norm
Buyers now complete about 70% of their purchasing process before they ever reach out to a sales representative, compared to just 57% in 2020. Even more eye-opening: a study done by Dreamdata concluded that 81% already have a preferred vendor in mind before their first direct interaction. This appears to hold true across different organizational levels, from VPs to managers.
Interestingly, 83% of initial interactions with a brand are buyer-initiated. This underscores the level of control buyers now exert over the process. They’re not just passive recipients of sales outreach; they’re actively driving the conversation on their own terms, according to research conducted by 6sense.
Perhaps the most telling statistic is that 84% of buyers start their vendor interactions with the company they ultimately choose. This suggests that by the time buyers reach out, they’ve already done extensive research and have a strong preference.
The new reality challenges traditional sales approach and emphasizes that companies need to provide valuable, easily accessible information to potential buyers throughout their journey. That means your content needs to do a lot of heavy lifting before your sales team even enters the conversation.
The Long Haul: 11-Month Average Sales Cycles
According to 6sence, the average B2B sales cycle now stretches to 11 months. Brands must be prepared to nurture leads over that extended timeline, offering value through consistent, high-quality touchpoints that speak to different members of the buying team. Each touchpoint must convey relevance, depth, and trust.
Brands must address the buyer’s needs in each stage of the sales funnel.
B2B Audiences – Comparative Summary of 5-Year Change:
|
Metric |
2020 |
2025 |
|---|---|---|
| B2B Touchpoints | ~17 | 57+ touchpoints |
| B2B Buying Team | 5.4 individuals | Just under 12 individuals |
| B2B Self-Research | 60% before sales contact | 70% before sales contact |
| B2B Content Consumed | 13 pieces | 13 pieces |
It’s clear that today’s B2B buyers are taking control of the sales journey, conducting extensive independent research online before they’re willing to engage with a company’s sales team. They’re reading content, watching videos, comparing solutions, checking reviews, and gathering information — all on their own. And importantly, many end up doing business with the first brand that provides value during this self-directed phase.
60% of B2B buyers can and may finalize purchase decisions based solely on digital content.
Content is Still the King!
B2B buyers consult vendor websites and peer reviews throughout the process. The most influential types of content are the ones which address product specifications (67%), comparisons (65%), success stories (54%), value demonstration (49%), and product walkthroughs / problem-solving guides (48%).
The Impact on B2B Marketing Strategies:
The shift in buyer behavior demands that B2B marketers fully embrace inbound, digital-first strategies. Here’s how that plays out:
Winning in Today’s Market Requires:
- Prioritizing SEO and long-form content that aligns with complex research queries.
- Delivering tailored messaging across all buyer personas and decision-makers.
- Using LinkedIn to share helpful content, build trust, and boost visibility.
- Implementing marketing automation and lead nurturing campaigns.
- Expanding touchpoints to drive brand awareness and internal sharing within buying teams.
At Acorn Marketing, we specialize in B2B strategies that support long sales cycles, sophisticated buyer journeys, and complex stakeholder dynamics. Experienced in crafting content that nurtures leads and inspires high-value audiences to engage, the Acorn team works hand-in-hand with manufacturers across multiple industries, each looking to improve their lead generation program and improve conversions.
Sources:
Dreamdata: https://dreamdata.io/blog/b2b-go-to-market-benchmarks-2022
6sence: https://6sense.com/blog/adapting-to-the-new-b2b-buying-journey/
Sellers Commerce: https://www.sellerscommerce.com/blog/b2b-marketing-statistics/
Challenger Inc: https://challengerinc.com/decade-research-how-b2b-buyers-make-purchase-decisions/
