B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- buyer journey completed before sales contact for complex industrial products B2B buyers (2026)
Around 80% of the buyer journey for complex industrial products occurs before a salesperson gets involved.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
80%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
Move
Primary
Tier B
https://moveb2b.global/insights/b2b-buying-journey-control/ ↗
Source Article
Who Controls The B2B Buying Journey For Your Products?
Is Your B2B Website Content Too Simple (or Too...
By Tom Embleton, Content Manager at Move Most marketers in complex sectors know their content has to work for the audience – that is pretty obvious…
Thought Leadership
25/03/2026
By Alex Cairns, Managing Director at Move
Earlier this year I stood in …
Original Research
Move
· Original study ↗
Methodology
Agency thought-leadership estimate based on client network observations; no formal methodology stated
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Cite this stat
Plain Text
complex industrial products B2B buyers: 80% buyer journey completed before sales contact. Source: Move (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-journey-before-sales-80
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<blockquote cite="https://lighthousedata.io/data/b2b-buyer-journey-before-sales-80" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- buyer journey completed before sales contact for complex industrial products B2B buyers<br><small>Source: Move (2026) · <a href="https://lighthousedata.io/data/b2b-buyer-journey-before-sales-80" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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