Brief

B2B buyers favour known vendors early in the sales cycle, study finds

A 6sense survey of nearly 4,000 buyers shows decisions are made long before formal pitches, with thought leadership seen as more trustworthy than ads.

By Felo News Desk · Published Fri, 02 Oct 2026 08:27:03 GMT

South African B2B buyers are deciding on vendors well before sales teams enter the room, according to a 6sense buyer‑experience study cited by TechCentral.

What happened

The study surveyed almost 4,000 B2B buyers about their purchasing journey. On average, respondents first contacted a seller when they were 61% through the buying process. After that point, 77% of purchases were made from the vendor they had already ranked as their top choice.

What the reports add

TechCentral notes that the early research often begins with an AI tool that surfaces trusted names before any phone call. It contrasts the role of advertisements, which aim for attention, with expert insight pieces that confirm a buyer’s partial inclination. An Edelman‑LinkedIn 2024 study of 3,500 B2B decision‑makers is also referenced, showing 73% of respondents consider thought leadership a more reliable indicator of competence than marketing collateral.

What was said

TechCentral reports that the outlet’s own readership reflects senior decision‑makers: 78% are senior leaders or managers and 36% hold titles such as MD or CEO.

How it came about

The article links the findings to a broader South African trend where senior executives listen to a small circle of influential voices. Brands outside that circle start at a disadvantage, regardless of product quality. The piece underscores the shift from traditional pitch‑heavy approaches to trust‑building through consistent visibility and thought leadership.

Key facts

• 6sense surveyed nearly 4,000 B2B buyers for its 2025 buyer experience study. (techcentral.co.za)
• Buyers first contacted sellers at about 61% through the buying process. (techcentral.co.za)
• 77% of purchases were made from the vendor buyers had already ranked first. (techcentral.co.za)
• 73% of B2B decision‑makers trust thought leadership more than marketing materials, per an Edelman‑LinkedIn 2024 study. (techcentral.co.za)
• TechCentral’s audience is 78% senior leaders/managers and 36% MDs, CEOs or similar. (techcentral.co.za)

Sources

• [1] techcentral.co.za — originally reported as “B2B buyers pick a winner long before the pitch”