There’s been a lot of discussion recently around how B2B buying behaviour is evolving, but the latest research from Gartner puts some clear numbers behind it.
The headline figure is hard to ignore: 67% of B2B buyers now prefer a rep-free buying experience.
In other words, the majority of your potential customers would rather not speak to a salesperson at all – at least in the early stages.
This isn’t a gradual shift. It’s already happening.
The Decline of Rep-Led Sales
Traditionally, B2B sales relied heavily on relationships. Sales teams would generate leads, build rapport, and guide prospects through the decision-making process.
That approach still has its place, but it is no longer where the process begins.
According to Gartner:
- 67% of buyers prefer not to engage with a sales rep early on
- 73% actively avoid suppliers who send irrelevant outreach
- 45% of buyers are already using AI during the purchasing process
At the same time, wider industry data suggests that around 70% of the buying journey is now completed before any contact with sales
By the time a salesperson gets involved, much of the decision has already been made.
Marketing Is Now the First Sales Touchpoint
What used to happen in a sales meeting now happens on your website.
Buyers are forming opinions based on:
- Your website content
- Your search visibility
- Case studies and proof of work
- Reviews, articles and third-party mentions
They are researching, comparing and shortlisting suppliers independently – often with the help of AI tools.
In fact, Gartner’s findings suggest buyers are progressing through key buying tasks “in more autonomous ways”, with fewer early interactions with suppliers.
If your business isn’t visible and credible at that stage, you are unlikely to be considered at all.
A Real-World Example
We’ve seen this shift play out first-hand.
Around 18 months ago, a long-standing B2B client of ours appointed a new Managing Director. One of his first decisions was to move away from marketing. He felt that growth would come more effectively from a traditional sales approach, so marketing activity was scaled back and a number of salespeople were brought in instead.
On paper, it may have seemed like a logical move.
In reality, it went against the direction the market was already heading.
We keep a close eye on the financial health of both clients and suppliers using Credit Focus, as part of our due diligence process. Last week, we received an alert relating to that same business.
Their credit score had dropped significantly – down to just 15 out of 100 – placing them in a high-risk category.
There will always be multiple factors behind a situation like this. But when you place it alongside the data, the pattern becomes clearer.
At a time when most buyers are actively avoiding sales outreach and choosing to research independently, removing marketing and relying heavily on outbound sales creates a significant gap.
What This Means for B2B Businesses
The key takeaway is not that sales teams are no longer needed. It’s that their role has changed.
Buyers now expect to:
- Research independently
- Compare suppliers without pressure
- Build confidence before making contact
Your marketing needs to support that process.
Because increasingly, buyers are not asking to be sold to. They are deciding who they want to buy from – and then making contact on their own terms.
The Role of AI in This Shift
AI is accelerating everything.
Nearly half of B2B buyers are already using AI tools as part of their purchasing process, whether that’s to:
- Summarise suppliers
- Compare options
- Identify strengths and weaknesses
- Build shortlists
That means your online presence is no longer just competing in search results – it is feeding into AI-generated recommendations.
If your content is unclear, inconsistent or lacking depth, you are far less likely to be surfaced.
A Balanced Approach Wins
There is a temptation to see this as a choice between marketing or sales.
It isn’t.
The most effective B2B strategies now combine:
- Strong digital visibility
- Clear, helpful marketing content
- Sales teams that support – rather than interrupt – the process
Marketing builds the opportunity. Sales helps to convert it.
But if marketing isn’t doing its job early on, sales may never get the chance.