B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
75%
75% -- percentage of buyers turning to peers for vendor shortlists for Decision-makers at $50M+ SaaS companies (2025)
75% of buyers (decision-makers at $50M+ SaaS companies) turn to peers rather than Google or ChatGPT when creating vendor shortlists.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
75%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
300
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
Wynter
Primary
Tier B
https://threecrownsmarketing.com/blog/founder-led-marketing-is-your-best-strategy/ ↗
Source Article
Why Founder-led Marketing is Your Best Strategy
Why founder-led marketing is your best strategy
Johnny Sandquist
Founder, Three Crowns Copywriting & Marketing
In marketing, there’s something called the 95/5 Rule. In short, it assumes that (especially in B2B) only 5% of your addressable market is actually “Ready to buy” at any given time.
That mig…
Original Research
Wynter
· Original study ↗
Methodology
Wynter survey of 300 decision-makers at $50M+ SaaS companies
Methodology documented
Segmentation
Industrysaas
Cite this stat
Plain Text
Decision-makers at $50M+ SaaS companies: 75% percentage of buyers turning to peers for vendor shortlists. Source: Wynter (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/saas-buyers-peer-shortlists-75-percent
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<blockquote cite="https://lighthousedata.io/data/saas-buyers-peer-shortlists-75-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>75%</strong> -- percentage of buyers turning to peers for vendor shortlists for Decision-makers at $50M+ SaaS companies<br><small>Source: Wynter (2025) · <a href="https://lighthousedata.io/data/saas-buyers-peer-shortlists-75-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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