B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
13
13 -- content pieces before sales engagement for Average B2B buying group (2025)
According to a 2025 Gartner study, the average B2B buying group consumes 13 pieces of content before engaging with sales.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
13
Unit
Count
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://gtmstack.app/blog/measuring-content-roi-b2b ↗
Source Article
Measuring Content ROI for GTM: Tying Content to Pipeline | GTMStack
Measuring Content ROI for GTM: Tying Content to Pipeline
A practical guide to measuring B2B content ROI — covering attribution models, metrics by funnel stage, dark social, and how to build reports that.
GTMStack Team
Table of Contents
Most Teams Measure Content Wrong
Here’s a stat that should bothe…
Original Research
Gartner
· Original study ↗
Methodology
Cited in GTMStack blog as a 2025 Gartner study; secondary citation, original Gartner study not directly available in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Average B2B buying group: 13 content pieces before sales engagement. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gartner-b2b-buying-group-content-pieces-2025
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<blockquote cite="https://lighthousedata.io/data/gartner-b2b-buying-group-content-pieces-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>13</strong> -- content pieces before sales engagement for Average B2B buying group<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/gartner-b2b-buying-group-content-pieces-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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