Most B2B customers look at publicly available information and talk to their personal network before reaching out to a vendor's sales team, according to a report from CEB Marketing Leadership Council and Google.
The report, though current, was based on 2012 data from a survey of more than 1,500 decision-making customers of 22 large B2B organizations across 10 industries.
B2B buyers are already 57% of the way through the purchase decision-making process, on average, before reaching out to vendors' sales representatives, the survey found.
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