B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Recent

17%

17% -- share of buying journey spent meeting suppliers for B2B buyers (2025)

Name: Share Of Buying Journey Spent Meeting Suppliers Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-02

2025 · Gartner

B2B buyers spend 17% of the buying journey meeting with potential suppliers.

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Attribution: Gartner View source

Lighthouse Research Team

Last verified: 2026-10-02 · How we verify data →

Source verified Evidence graded

Value

17%

Unit

Percentage

Data Vintage

2025

Entity

B2B buyers

Evidence Quality

Strong, reliable evidence

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

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Gartner Primary Tier C

https://insightstap.com/blog/hubspot-abm-playbook ↗

Confidence: 23/100 Vintage: 2025 Channel: Deep Crawl

Source Article

The HubSpot ABM Playbook | InsightsTap

The HubSpot ABM Playbook: How CRM and LinkedIn Ads Come Together to Engineer Predictable B2B Growth B2B buying changed faster than the systems teams use to sell. Here is how HubSpot, integrated with LinkedIn Ads, becomes a go-to-market engine rather than just a CRM. Why the rules of B2B selling chan…

Original Research

Gartner · Original study ↗

Methodology

Cited from Gartner, The New B2B Buying Journey; secondary citation via InsightsTap blog

Methodology documented

Segmentation

IndustryB2B RoleAll marketers Channelcontent

Cite this stat

Plain Text

B2B buyers: 17% share of buying journey spent meeting suppliers. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gartner-b2b-buying-journey-supplier-time-17pct

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<blockquote cite="https://lighthousedata.io/data/gartner-b2b-buying-journey-supplier-time-17pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>17%</strong> -- share of buying journey spent meeting suppliers for B2B buyers<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/gartner-b2b-buying-journey-supplier-time-17pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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