B2B buyers generally do not contact vendors until they are very far along in their journey and they have finalized most of their requirements, according to recent research from 6sense.

The report was based on data from a survey of  900+ people who have been involved in B2B purchases exceeding $10,000 in annual value within the previous 24 months.

Some 83% of B2B buyers say they, rather than vendors, generally initiate first contact.

B2B buyers say they are already 70% along in their buyer's journey, on average, before they initiate contact with vendors.

Some 39% of B2B buyers say during their most recent purchase their requirements were set when they contacted vendors; 39% say their requirements changed slightly after contact; 18% say they changed moderately; and 4% say they changed substantially.

B2B buyers say the most common interactions during the buying journey are virtual meetings with vendors, internal meetings with the buying team, in-person meetings with vendors, and consuming vendor content.

About the research: The report was based on data from a survey of 900+ people who have been involved in B2B purchases exceeding $10,000 in annual value within the previous 24 months.