Five numbers that frame the B2B buying journey
Key findings
- 77% of B2B buyers used an AI tool during vendor research, most often to fact-check a vendor they had already found.
- 50% of shortlisted vendors got there through peer recommendation or prior familiarity.
- 74% of purchases went through three or more rounds of internal scrutiny after the shortlist.
- 66% of these deals were worth less than $100,000 a year.
Who is involved in a B2B purchase?
A committee, most of whom influence the decision without signing it. In our sample, 42% describe themselves as a key influencer, 30% as the final decision-maker and 29% as the primary champion. They sit across technology, marketing and finance.
How big are these deals?
Mid-sized. Two-thirds (66%) are worth under $100,000 in annual contract value: 34% between $25,000 and $50,000 and 32% between $50,000 and $100,000. A further 22% are $100,000 to $250,000 and 12% are above that.
These are not enterprise mega-deals. They are ordinary purchases carrying enterprise-level scrutiny.
Two-thirds of these purchases are under $100K a year
Annual contract value of the purchase
View data
| Group | % |
|---|---|
| $25K to $50K | 34% |
| $50K to $100K | 32% |
| $100K to $250K | 22% |
| $250K+ | 12% |
How many rounds of approval does a B2B purchase go through?
Usually three or more. After the shortlist, 30% of purchases went through three rounds of internal review, 27% through four and 17% through five or more. Only 6% needed a single round.
Three-quarters of deals face three or more rounds of scrutiny
Rounds of internal review the purchase went through after shortlist
View data
| Group | % |
|---|---|
| 1 round | 6% |
| 2 rounds | 20% |
| 3 rounds | 30% |
| 4 rounds | 27% |
| 5+ rounds | 17% |
Where can the journey be shortened?
In three places.
- Move review forward. Security, legal and procurement mostly arrive after the demo, and their review is the biggest single cause of delay. Bringing them in earlier doesn't add friction. It stops friction landing at the contract.
- Earn the peer route. Half of shortlist places come from peer recommendation or prior familiarity. AI is the checking layer on that trust, not a substitute for it.
- Fix the post-sale gap. Regret comes from pricing creep, thin implementation and weak onboarding. Retention is decided there, not on the feature list.
What this means
Most B2B marketing is aimed at the moment of choice. This data says the choice is shaped earlier, by who the buyer already knows, and judged later, by what happens after the signature.
If you sell to businesses, look at where your budget goes against those two points. Reputation among peers and the first 90 days of delivery do more to win and keep a customer than the demo in between.
Frequently asked questions
How do B2B buyers choose a vendor?
Mostly through trust. Half of shortlisted vendors come through peer recommendation or prior familiarity, according to a survey of 250 B2B buyers by The Reality Department. The purchase then goes through three or more rounds of internal scrutiny in 74% of cases.
How many approval rounds does a B2B purchase need?
74% of B2B purchases go through three or more rounds of internal review after the shortlist. 17% go through five or more.
Do B2B buyers use AI to research vendors?
Yes. 77% used an AI tool at some point in vendor research.
Methodology
The Reality Department surveyed 250 UK B2B buyers, influencers and decision-makers at companies with annual revenue of $50m or more. Fieldwork: August 2026. Respondents answered about a recent purchase.
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