B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

57%

57% -- share of buying journey spent independent research for B2B buyers (2026)

Name: Share Of Buying Journey Spent Independent Research Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-30

2026 · anypost.ai

Modern B2B buyers spend 57% of their purchasing journey independently researching solutions before engaging with a sales team.

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Attribution: anypost.ai View source

Lighthouse Research Team

Last verified: 2026-09-30 · How we verify data →

Source verified Evidence graded

Value

57%

Unit

Percentage

Data Vintage

2026

Entity

B2B buyers

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

anypost.ai Primary Tier C

https://anypost.ai/blog/how-to-build-a-b2b-demand-generation-strategy ↗

Confidence: 23/100 Vintage: 2026 Channel: Common Crawl

Source Article

How to Build a B2B Demand Generation Strategy

Original Research

anypost.ai · Original study ↗

Methodology

Cited without named source in vendor blog; consistent with widely-cited Gartner/CEB B2B buying journey research

Methodology documented

Segmentation

IndustryB2B RoleDemand Gen Channelcontent

Cite this stat

Plain Text

B2B buyers: 57% share of buying journey spent independent research. Source: anypost.ai (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-independent-research-57pct

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<blockquote cite="https://lighthousedata.io/data/b2b-buyer-independent-research-57pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>57%</strong> -- share of buying journey spent independent research for B2B buyers<br><small>Source: anypost.ai (2026) · <a href="https://lighthousedata.io/data/b2b-buyer-independent-research-57pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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