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CEB works with thousands of top executives from the world's biggest companies to source insights.  Some of our most interesting and timely data is listed in the links below.  If you would like to cite our research in an upcoming speaking engagement or article please refer to our citation guidelines.  Can't find what you're looking for?  Contact us.

 

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B2B Marketing

Suppliers provide just 47% of the information that buyers consult during a purchase decision. If most suppliers have three or four competitors, each individual supplier is left with just 10-15% of mindshare.

Only 14% of B2B buyers see a valuable difference between suppliers’ offerings.

The average B2B buying group includes 5.4 people.

Buying group conflict peaks 37% of the way through the purchase decision (long before Sales is contacted at 57% of the way through).

Less than 50% of willing buyers are also willing to advocate for purchase to the rest of the buying group.

Identity value (i.e., benefits to buyers’ self-image) motivates buyers to drive purchase consensus twice as much as any other type of value. 

 

 

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CEB Citation Guidelines


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