B
Evidence Grade B
Graded
under review
Safe to Cite
Current
55%
55% -- close rate for Buyers engaging with nine or more demos (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
55%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
6,000,000
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
GoConsensus
Primary
Tier A
https://goconsensus.com/blog/gtm-has-changed ↗
Source Article
The GTM Playbook Has Changed. Every Buyer Interaction Matters.
Close more deals with
Demo Automation.
Watch a Demo
Buyers are making decisions earlier, with more stakeholders, and with less reliance on sellers. The companies that win will be the ones that turn every interaction into momentum when sellers aren’t in the room.
For decades, the GTM playbook was bui…
Original Research
GoConsensus
· Original study ↗
Methodology
GoConsensus 2026 B2B Buyer Behavior Report, based on more than 6 million buyer interactions
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Buyers engaging with nine or more demos: 55% close rate. Source: GoConsensus (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/goconsensus-2026-demo-close-rate
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<blockquote cite="https://lighthousedata.io/data/goconsensus-2026-demo-close-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>55%</strong> -- close rate for Buyers engaging with nine or more demos<br><small>Source: GoConsensus (2026) · <a href="https://lighthousedata.io/data/goconsensus-2026-demo-close-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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