B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- self directed research share for B2B buyers (2026)
Gartner reports that B2B buyers conduct 80% of their research via self-directed browsing.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
80%
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
Gartner
Primary
Tier C
https://kirro.io/b2b-conversion-rate-optimization ↗
Source Article
B2B CRO: Benchmarks, Tactics, and Testing (2026)
B2B conversion rate optimization is about getting more of your website visitors to do the thing you want. Request a demo. Start a free trial. Download a report. Whatever “yes” looks like for your business.
But B2B is different. Your buyer isn’t one person browsing on their couch. It’s a committee of…
Original Research
Gartner
· Original study ↗
Methodology
Cited from Gartner
Methodology documented
Segmentation
Industrymarketing
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Plain Text
B2B buyers: 80% self directed research share. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gartner-self-directed-research-share
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<blockquote cite="https://lighthousedata.io/data/gartner-self-directed-research-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- self directed research share for B2B buyers<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/gartner-self-directed-research-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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