40% -- b2b purchases followed by second guessing for B2B purchases (2026)

Name: B2B Purchases Followed By Second Guessing Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-28

2026 · CEB

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Attribution: CEB View source

Lighthouse Research Team

Last verified: 2026-09-28 · How we verify data →

Source verified Evidence graded

Value

40%

Unit

Percentage

Data Vintage

2026

Entity

B2B purchases

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

64/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

CEB Primary Tier B

http://www.aberdeenessentials.com/?p=39450 ↗

Confidence: 53/100 Vintage: 2026 Channel: Common Crawl

Source Article

What Do B2B Buyers Really Want from Vendors?

Original Research

CEB · Original study ↗

Methodology

According to a study by the CEB

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

B2B purchases: 40% b2b purchases followed by second guessing. Source: CEB (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-purchase-second-guessing

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<blockquote cite="https://lighthousedata.io/data/b2b-purchase-second-guessing" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- b2b purchases followed by second guessing for B2B purchases<br><small>Source: CEB (2026) · <a href="https://lighthousedata.io/data/b2b-purchase-second-guessing" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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