B
Evidence Grade B
Graded
under review
Safe to Cite
Current
32%
32% -- share of outperforming b2b companies with majority digital customer interactions for B2B companies (outperformers) (2026)
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
2,500
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier B
https://www.trymaas.com/blog/effective-sales-tools-to-drive-conversions/ ↗
Source Article
5 Highly Effective Sales Tools To Drive Deals And Catapult Conversions | Digital Marketing Blog | MaaS
The digital transformation of the sales process is an accelerating global trend across industries. The pandemic turbo-charged the shift to digital tools as a matter of necessity. But now, as businesses adapt to remain competitive, many wonder why they didn’t do it sooner.
That’s because modern digit…
Original Research
McKinsey
· Original study ↗
Methodology
McKinsey survey of 2,500 B2B companies
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
B2B companies (outperformers): 32% share of outperforming b2b companies with majority digital customer interactions. Source: McKinsey (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mckinsey-outperformers-digital-customer-interactions
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<blockquote cite="https://lighthousedata.io/data/mckinsey-outperformers-digital-customer-interactions" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- share of outperforming b2b companies with majority digital customer interactions for B2B companies (outperformers)<br><small>Source: McKinsey (2026) · <a href="https://lighthousedata.io/data/mckinsey-outperformers-digital-customer-interactions" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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