B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
65%
65% -- b2b buyers more likely to work with challenging vendor for B2B buyers (2025)
65% of surveyed B2B buyers replied 'Yes' when asked if they would be more likely to work with a vendor who questioned their way of doing business.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
230
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Aberdeen and PJA
Primary
Tier A
http://www.aberdeenessentials.com/?p=39450 ↗
Source Article
What Do B2B Buyers Really Want from Vendors?
Original Research
Aberdeen and PJA
· Original study ↗
Methodology
Aberdeen and PJA survey of over 230 B2B buyers conducted last summer
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 65% b2b buyers more likely to work with challenging vendor. Source: Aberdeen and PJA (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-vendor-challenge-willingness
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-vendor-challenge-willingness" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- b2b buyers more likely to work with challenging vendor for B2B buyers<br><small>Source: Aberdeen and PJA (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-vendor-challenge-willingness" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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