According to the 2026 Global B2B Buyer Experience Report, published on November 2, 2026, the vendor that buyers preferred before their first interaction with sales wins in 82% of cases. The survey included 4,611 individuals who had recently participated in B2B purchasing decisions across North America, Asia-Pacific, and Europe.
The average B2B purchasing cycle lasts 10.3 months, with the first contact with vendors occurring after approximately 59% of the process has elapsed. In 92% of cases, the eventual winning vendor was already included in the initial shortlist. Furthermore, 96% of buyers continue monitoring potential vendors between purchasing cycles.
These findings indicate that competition between B2B companies begins long before formal sales discussions. Brand awareness, reputation, and expert content therefore become important factors even before a specific purchasing need arises. For vendors, this means building trust with potential customers well ahead of the formal procurement process.
