B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- share of purchase research completed before sales engagement for B2B SaaS buyers (2025)
Buyers conduct between 60% and 80% of the research needed to make a purchasing decision before engaging with a sales representative at a SaaS vendor.
- Cited from 'various studies' without specific methodology or primary study names
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
60%
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
Bantrr
Primary
Tier C
https://bantrr.com/blog/lead-attribution-challenges-for-enterprise-sales/ ↗
Source Article
Lead Attribution Challenges for Enterprise Sales
Lead attribution can be a significant challenge, especially for high-consideration purchases made by large enterprises. There typically isn’t one lead source for these more complex buying cycles. Instead, a series of interactions occur over time until the prospect is ready to engage with a sales rep…
Original Research
Bantrr
· Original study ↗
Methodology
Range of 60-80% cited from 'various studies'; midpoint 70 used. Original studies not named.
Methodology documented
Segmentation
Industrysaas
Cite this stat
Plain Text
B2B SaaS buyers: 60% share of purchase research completed before sales engagement. Source: Bantrr (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-research-before-sales-engagement
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<blockquote cite="https://lighthousedata.io/data/b2b-buyer-research-before-sales-engagement" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- share of purchase research completed before sales engagement for B2B SaaS buyers<br><small>Source: Bantrr (2025) · <a href="https://lighthousedata.io/data/b2b-buyer-research-before-sales-engagement" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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