B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
88%
88% -- share of buyers unable to distinguish vendor messages for B2B buyers (2025)
According to Gartner, 88% of buyers cannot tell the difference between vendor messages.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
88%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier C
https://helixsalesdevelopment.com/why-better-closing-techniques-wont-fix-your-sales-and-what-actuall… ↗
Source Article
Why Better Closing Techniques Won't Fix Your Sales (And What Actually Will)
Have you seen or heard a good salesperson struggle to close deals even when they do everything right?
A manufacturing CEO recently approached me with this exact problem. His sales team had received extensive training. They followed up consistently. Their demos were polished. Their pipeline was full …
Original Research
Gartner
· Original study ↗
Methodology
Attributed to Gartner; original study not linked
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 88% share of buyers unable to distinguish vendor messages. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gartner-buyers-cannot-differentiate-vendors
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<blockquote cite="https://lighthousedata.io/data/gartner-buyers-cannot-differentiate-vendors" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>88%</strong> -- share of buyers unable to distinguish vendor messages for B2B buyers<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/gartner-buyers-cannot-differentiate-vendors" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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