B2B buyers
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Beyond the 57% Rule: How the Modern Buyer Journey Reached 80% Self-Directed
The often-quoted “57% rule” claimed that B2B buyers complete more than half of their purchase decision before talking to sales. By 2024, Gartner data put that figure at 80%. The 2026 Gartner survey shows 67% of B2B buyers now prefer a rep-free experience, and 45% used AI in their last purchase. Yet customer indecision causes Continue reading