B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
70%
70% -- buyer journey completion before first contact for B2B buyers (2025)
Roughly 80% of B2B buyers initiate first contact with a vendor only after they are about 70% of the way through their evaluation process.
- Applies to roughly 80% of buyers who delay contact until this stage
Attribution:
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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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier B
http://www.bluearcher.com/Blog-Item-Pittsburgh-Ran-a-Hub-Airport-for-21-Years-After-the-Hub-Left ↗
Source Article
Pittsburgh Ran a Hub Airport 21 Years After the Hub Left
Six weeks into her new job running Pittsburgh’s airport, Christina Cassotis told a room full of local tech leaders that she wanted to drive a stake into the heart of the hub. She remembers an audible gasp.
The hub she was talking about had already been gone for 11 years. US Airways walked away from …
Original Research
Forrester
· Original study ↗
Methodology
Forrester 2025 B2B buying research, as cited by Blue Archer
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers: 70% buyer journey completion before first contact. Source: Forrester (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-70-through-before-contact-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-buyers-70-through-before-contact-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 journey completion before first contact for B2B buyers<br><small>Source: Forrester (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-70-through-before-contact-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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