B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
81%
81% -- share of buyers selecting preferred vendor before sales contact for B2B buyers (2026)
81% of buyers had selected a preferred vendor before speaking with sales.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
81%
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
6sense
Primary
Tier C
https://bigwheelperformance.com/blog/the-market-is-rewarding-discipline-again ↗
Source Article
The Market Is Rewarding Discipline Again
Original Research
6sense
· Original study ↗
Methodology
6sense research cited by Big Wheel Performance
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 81% share of buyers selecting preferred vendor before sales contact. Source: 6sense (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/buyers-preferred-vendor-before-sales-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/buyers-preferred-vendor-before-sales-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>81%</strong> -- share of buyers selecting preferred vendor before sales contact for B2B buyers<br><small>Source: 6sense (2026) · <a href="https://lighthousedata.io/data/buyers-preferred-vendor-before-sales-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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