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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image of Ayaz Nanji

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