B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
17%
17% -- share of purchase journey spent with suppliers for B2B buyers (2026)
B2B buyers spend approximately 17% of their total purchase journey meeting with potential suppliers.
- That time gets split across every vendor on the list.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
17%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://delverise.com/blog/lead-nurturing-software-buyers-guide ↗
Source Article
Lead Nurturing Software: What to Buy, What to Build, and What Actually Moves Pipeline
←Back to blogLead Nurturing Software: What to Buy, What to Build, and What Actually Moves Pipeline
Revenue Intelligence & Data ToolingGuideJuly 28, 20268 min read
Lead nurturing software automates the sequencing, timing, and routing that carry a lead from first touch to sales-ready. In B2B SaaS it u…
Original Research
Gartner
· Original study ↗
Methodology
Cited from Gartner B2B buying research by a third-party blog
Methodology documented
Segmentation
IndustryB2B
Company SizeMid-market
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers: 17% share of purchase journey spent with suppliers. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyer-supplier-meeting-time-gartner
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<blockquote cite="https://lighthousedata.io/data/b2b-buyer-supplier-meeting-time-gartner" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>17%</strong> -- share of purchase journey spent with suppliers for B2B buyers<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/b2b-buyer-supplier-meeting-time-gartner" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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