B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
81%
81% -- buyers conducting own online research before contacting sales for B2B buyers (2025)
81% of buyers conduct their own online research before ever speaking with a salesperson.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
81%
Unit
Percentage
Data Vintage
2025
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
Salesforce
Primary
Tier B
https://revcentricpartners.com/blog/best-practices-sales-prospecting ↗
Source Article
Sales Prospecting Practices That Actually Get Replies
Here's a stat that always gets me: 80% of sales require at least five follow-ups, but most salespeople quit after just one or two tries. That's a huge gap between typical sales activity and what actually works. Effective prospecting isn't about luck; it's a science built on data and persistence. Whe…
Original Research
Salesforce
· Original study ↗
Methodology
Attributed to Salesforce
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 81% buyers conducting own online research before contacting sales. Source: Salesforce (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/buyers-self-research-before-salesperson
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<blockquote cite="https://lighthousedata.io/data/buyers-self-research-before-salesperson" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>81%</strong> -- buyers conducting own online research before contacting sales for B2B buyers<br><small>Source: Salesforce (2025) · <a href="https://lighthousedata.io/data/buyers-self-research-before-salesperson" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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