B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
70%
70% -- share preferring fully digital self service buying for B2B buyers (2026)
70% of B2B buyers prefer a completely digital, self-service buying process according to Gartner.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://www.mqlmagnet.com/post/what-is-digital-marketing ↗
Source Article
What Is Digital Marketing for B2B Tech | MQL Magnet
What is Digital Marketing? The Complete Guide for B2B Tech
Updated: Aug 8
Key takeaways Digital marketing is every marketing activity that runs through an online channel. The definition is generic. The application is not, and B2B tech is one of the places where the generic version fails hardest. Buy…
Original Research
Gartner
· Original study ↗
Methodology
Gartner survey cited by MQL Magnet
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
B2B buyers: 70% share preferring fully digital self service buying. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-prefer-digital-self-service-70
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-prefer-digital-self-service-70" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- share preferring fully digital self service buying for B2B buyers<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/b2b-buyers-prefer-digital-self-service-70" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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