B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
70%
70% -- buyer research completed before sales contact for B2B buyers (2025)
Prospects complete 70% of their research before speaking with sales representatives.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
70%
Unit
Percentage
Data Vintage
2025
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
upturnly.com
Primary
Tier C
https://upturnly.com/blog/b2b-lead-qualification/ ↗
Source Article
B2B Lead Qualification: The BANT Framework vs Modern Alternatives
Lead qualification is the process that separates successful sales teams from ones that waste time chasing bad-fit prospects. But the landscape has changed dramatically since IBM introduced BANT in the 1960s. Is this classic framework still relevant, or is it time for something new?
In this deep dive…
Original Research
upturnly.com
· Original study ↗
Methodology
Widely cited industry figure; original study not identified in article.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 70% buyer research completed before sales contact. Source: upturnly.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-research-before-sales-2025
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<blockquote cite="https://lighthousedata.io/data/b2b-buyer-research-before-sales-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- buyer research completed before sales contact for B2B buyers<br><small>Source: upturnly.com (2025) · <a href="https://lighthousedata.io/data/b2b-buyer-research-before-sales-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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