B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
70%
70% -- buying journey completed before vendor engagement for B2B buyers (2026)
B2B buyers complete 70% or more of their evaluation process before engaging directly with a vendor.
- Secondary citation of Gartner research without underlying sample size or study year specified in the text.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
70%
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
45
Freshness
95
Source
Gartner
Primary
Tier B
https://www.leadpipe.com/blog/death-of-the-lead-form/ ↗
Source Article
The Death of the Lead Form: What Comes Next
The lead form is the most sacred object in B2B marketing. Every landing page has one. Every campaign drives to one. Every marketer is measured by how many people fill one out.
And it’s failing.
The average B2B form conversion rate is 2.3% (consistent with data from Unbounce’s Conversion Benchmark Re…
Original Research
Gartner
· Original study ↗
Methodology
Cited from Gartner research
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers: 70% buying journey completed before vendor engagement. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-70pct-journey-anonymous
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-70pct-journey-anonymous" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- buying journey completed before vendor engagement for B2B buyers<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/b2b-buyers-70pct-journey-anonymous" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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