Vendor reportDreamdata, 2026

The average B2B customer journey now lasts 272 days from the first marketing touch to closed revenue, with 81% of the journey happening before the sales pipeline.

Buyer behaviour

Average B2B customer journey (272 days): the average B2B customer journey – a total of 272 days, split into marketing and sales phases (% of total duration)

Marketing Journey (1st Touch to Sales Pipeline)81%
Sales Journey (Sales Pipeline to New Biz)19%

Average B2B customer journey (272 days): the average B2B customer journey – a total of 272 days, split into marketing and sales phases (% of total duration)
Journey Stage	Share of Journey (%)
Marketing Journey (1st Touch to Sales Pipeline)	81%
Sales Journey (Sales Pipeline to New Biz)	19%

Reader Note:: This finding is based on aggregated Dreamdata B2B customer journey data.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Aggregated data from thousands of Dreamdata B2B customers, covering 66+ million sessions and 3.5+ million customer journeys; only companies that agreed to benchmark use were included, and accounts needed minimum spend.

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Comparing yourself against a similar segment, and choosing what to test next.

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Saying that one thing caused another, or predicting what you would get.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

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89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis

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Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

86% of both Gen Z and Millennials say a smartphone is their most important device

The average B2B customer journey now lasts 272 days from the first marketing touch to closed revenue, with 81% of the journey happening before the sales pipeline.

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