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When Do B2B Customers Reach Out to Sales Reps?

by Ayaz Nanji  |  
December 9, 2015
  |  1,965 views

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.

Most customers at all 22 of the B2B companies surveyed say they are usually at least 45% of the way through the purchasing process before engaging with a sales team.


About the research: The report was based on data from a survey of more than 1,500 decision-making customers of 22 large B2B organizations across 10 industries.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by John Coldwell Wed Dec 9, 2015 via web

    These findings are very similar to those published by Forrester a couple of years ago they quoted 60%. Interesting to note that, by definition, B2B is about relationships and Key Account Managers, and the KAMs are encouraged to up-sell, cross-sell and get involved in the development of new products and services. Do the graphs above suggest that, in the companies surveyed, all that effort was a waste of time?

  • by David Dodd Thu Dec 10, 2015 via web

    The links in this article point to a report by CEB with a copyright date of 2012. Is this really "recent" research?

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