Understanding how long it takes buyers to make a decision is one of the most underrated insights in B2B strategy. The journey from awareness to purchase is rarely short—and it’s very different depending on the industry you’re in. Below, we’ll break down real data across 30 industries to give you a complete, stat-backed picture of what to expect and how to optimize for it.
1. The average B2B buyer journey length is 192 days from first touch to closed-won deal
Why 192 days matters more than it seems
The number may look clean, but what it hides is the stop-and-go nature of the average B2B deal. Between that first touch—whether it’s a whitepaper download, webinar registration, or cold outreach—and the actual signing of a deal, there are usually multiple loops. People go quiet. Budgets shift. Champions leave. New stakeholders enter. It’s never a straight line.
If you’re not accounting for this six-month stretch in your pipeline plans, you’re likely over-promising and under-delivering.
How to plan for a 192-day cycle
First, break it down by phase. From our work with B2B companies, we see the average 192-day journey typically looks like this:
- Discovery and research: 45–60 days
- Internal stakeholder engagement: 60–75 days
- Decision-making and procurement: 60 days
What does this mean for your go-to-market efforts? You need content, sales processes, and follow-up systems that keep potential buyers warm for nearly half a year.
Use triggered email campaigns. Nurture sequences. Scheduled sales touchpoints. Most importantly, build a system that prevents your champions from having to resell your product internally without your help.
2. In the SaaS industry, the average buyer journey is approximately 84 days
Fast-moving but not instant
SaaS is known for speed. And compared to the overall average, 84 days is quick. But don’t mistake that for simplicity. In many cases, it’s because SaaS platforms offer free trials, product demos, or self-service onboarding that compresses early-stage decision-making.
Still, 84 days is close to three months. That’s long enough for leads to ghost you if you’re not consistent. And it’s short enough that if you delay, you might miss your shot.
Making the most of the 84-day window
You should be guiding buyers every step of the way, not just after a demo request. Start with a short qualification process. Focus your SDRs or AEs on speed to first response—ideally within 10 minutes of a sign-up.
Once in a trial or demo, guide the experience. Don’t leave buyers to explore on their own. Use in-app prompts, guided tours, and regular check-ins.
Set expectations early. Map out what decisions need to be made, by who, and when. This helps your champion prepare internally, which accelerates the rest of the cycle.
3. Manufacturing B2B sales cycles average 235 days from lead to close
Long lead times, longer decisions
Manufacturing deals are rarely fast. With complex equipment, high ticket prices, and multi-stakeholder decisions, 235 days is normal—and often optimistic. Many manufacturers work through custom specs, safety compliance, and supply chain constraints before they’re even ready to buy.
Your biggest challenge? Staying top of mind over the better part of a year.
How to sell over 235 days without losing momentum
What’s needed here is structured patience. That means mapping out a clear long-term cadence. Check-ins every two to three weeks. Monthly ROI discussions. Educational webinars targeted at each stakeholder group—engineering, procurement, and operations.
Most importantly, you need multiple contacts. Don’t let your entire deal hinge on a single buyer. Have a plan for engaging at least three to five decision-makers over time.
Also, track milestone progress, not just “interest.” Treat every step forward—RFI submission, budget allocation, stakeholder meeting—as a micro-win.
4. The healthcare technology sector sees average buyer journeys of 273 days
Selling into caution
Healthcare tech is slow for a reason. It’s highly regulated, deeply embedded, and very risk-averse. With lives (literally) on the line, tech decisions get delayed, tested, re-tested, and re-budgeted.
The 273-day cycle reflects not just decision complexity, but system integration timelines and IT vetting as well.
What to do when every step is scrutinized
You can’t rush healthcare deals. But you can guide them with clarity. Your job is to reduce friction and build internal consensus.
Make security and compliance documentation easy to access. Have integration diagrams ready. Offer pre-mapped ROI case studies, ideally from peer institutions.
You’ll also need patience built into your pipeline. Budget 9–12 months from initial conversation to close. And keep your champion equipped with internal-facing decks and clinical validation.
5. Enterprise software purchases typically take 209 days on average
Complexity slows things down
Enterprise software purchases often involve technical reviews, legal teams, infosec evaluations, and ROI modeling. With 209 days on average, you need to be selling not just features, but vision, security, and scalability.
Each stakeholder brings a different concern. Your job is to unify them under a single narrative that gets buy-in.
How to manage complexity in the enterprise space
Start with a champion playbook. Give your internal buyer everything they need to make your case—competitive analysis, future-proofing arguments, and technical roadmaps.
Build an objection-handling guide. Legal will have questions. IT will worry about risk. Finance will question ROI. Preempt these concerns.
And don’t push the hard close early. The best enterprise sellers align themselves with the buying process instead of rushing it. Make your sales team feel more like consultants than closers.
6. B2B financial services deals have an average journey length of 179 days
Trust is the currency
In financial services, trust is everything. You’re not just selling software—you’re asking buyers to bet on your ability to keep money, data, or both secure.
That’s why 179 days makes sense. It takes that long for multiple layers of trust to form: technical, legal, operational.
Building trust over a 6-month journey
Your strategy here should focus on transparency and credibility. Share security audits. Offer risk mitigation frameworks. Highlight relevant case studies—especially those that involve regulatory compliance.
One of the most overlooked tactics in financial services sales is facilitating peer conversations. Let your prospects talk to current clients. It removes friction faster than any whitepaper.
And stay persistent without pressure. Check in, share updates, and continue to position your team as advisors—not just vendors.
7. Telecommunications B2B deals take approximately 196 days to complete
Infrastructure decisions don’t come fast
Telecom buyers are usually investing in systems that will last for years. These are backbone decisions—networks, voice systems, or connectivity layers. That kind of commitment takes time.
The 196-day average reflects budgeting cycles, procurement rules, and heavy RFP processes.
Helping buyers get through long telecom decisions
First, know that procurement will be central. Most telecom buyers have fixed cycles. Get familiar with them. Align your sales cadence with their planning.
Provide playbooks for migration, implementation, and expected downtime. The more clarity you offer about the path forward, the less fear the buyer has in moving ahead.
Build cost-of-delay models. If your telecom solution prevents outages or boosts uptime, show the monthly cost of waiting. It reframes time as money, not just delay.
8. B2B cybersecurity product sales have a 164-day buyer journey on average
Risk and reassurance go hand in hand
In cybersecurity, fear drives interest—but fear also delays decisions. Buyers are extremely cautious, and rightly so. Any mistake can lead to breaches, data loss, or massive brand damage.
That’s why it takes an average of 164 days to close a cybersecurity product sale. Buyers aren’t just evaluating features. They’re evaluating resilience, integrations, vendor response times, and liability.
Earning trust in a security-first sale
Start by addressing the elephant in the room: risk. Instead of hiding behind certifications, lead with them. Make your security posture clear. Offer real-time threat modeling sessions to show how your product holds up in simulated scenarios.
Don’t just sell to CISOs—engage DevOps, IT teams, and compliance officers. Each of these groups will influence the decision, and they’ll have different concerns.
And follow up with clarity. Security deals often stall because of technical questions. If you can reply within 24 hours with detailed responses and documentation, you stand out fast.
9. Industrial B2B equipment purchases average 245 days in the buyer journey
Big investments take big time
When you’re selling industrial equipment, the stakes are high. We’re talking about machinery, components, or hardware that might shape production for years. A wrong choice could lead to downtime or performance losses.
So 245 days makes sense. Buyers run cost-benefit analyses, pilot tests, internal committee reviews, and even competitive site visits before choosing.
What moves the needle in long-cycle industrial deals
The biggest tool you can offer is confidence. That means detailed use cases, maintenance expectations, and performance benchmarks. Go beyond brochures—offer hands-on walkthroughs and post-installation support plans upfront.
Your sales materials should speak to engineers and CFOs alike. That means pairing technical depth with financial clarity. ROI calculators, case studies with real numbers, and payback period visuals help speed things up.
And remember, industrial buyers often consult peers before committing. Introduce them to current clients early on.
10. Marketing technology (MarTech) B2B deals average 128 days
Fast cycles with growing complexity
MarTech decisions often seem like they should be fast. After all, many tools are cloud-based and self-serve. But in reality, the number of integrations, team stakeholders, and existing tech stack concerns can slow things down.
At 128 days, you’re looking at a little over four months. That time is spent juggling input from marketing, sales, RevOps, and IT.
How to cut through noise in MarTech sales
Your secret weapon is simplicity. Buyers are bombarded with options. If you can communicate how your tool fits into their stack and improves results without extra work, you’re ahead.
Be clear about integrations. Show how your tool fits with CRMs, analytics platforms, or ad networks. The less technical burden, the better.
And focus on results over features. Instead of walking through every toggle, show how your platform increased lead conversion or reduced CAC in similar companies.
11. Legal tech B2B purchases have an average journey length of 221 days
Conservative buyers, cautious decisions
Legal departments don’t rush. Even when they’re exploring automation or eDiscovery tools, the process is slow. The 221-day journey reflects procurement hurdles, data privacy concerns, and legal risk aversion.
What slows things down even more is unfamiliarity. Legal teams often evaluate solutions without prior tech experience.
How to speed up legal tech adoption
Education first. Before pitching, offer workshops, CLE webinars, or peer roundtables. Build credibility through subject-matter content and compliance transparency.
Make onboarding painless. Legal teams fear disruption. If you can show a no-code setup, white-glove implementation, or phased rollout, you’ll get buy-in faster.
Also, focus on ROI in terms that matter to legal: time saved, risk reduced, or litigation avoided.
12. Education technology B2B buying cycles take an average of 194 days
Academic timelines shape purchase paths
When you’re selling to schools, districts, or universities, you’re working within seasonal budgets and approval timelines. It doesn’t matter how good your product is—if you miss the cycle, you wait another year.
That’s why EdTech buying cycles average 194 days. Most of that time isn’t spent on evaluation. It’s spent waiting on the right moment.
Winning in the EdTech sales calendar
Know your seasons. Most decisions happen between March and June for the next academic year. Plan outreach and demos for January and February.
Make grants easy. Many schools rely on external funding. If you can offer grant writing assistance or pre-vetted pricing structures, you reduce buyer friction.
Above all, focus on student outcomes. Administrators care about pedagogy and measurable impact. If you can show how your tool improves learning, engagement, or retention, your pitch lands better.
13. B2B eCommerce platform purchases average 142 days
Functionality meets revenue urgency
B2B eCommerce isn’t just about storefronts. It’s about supply chain visibility, customer pricing tiers, ERP integration, and backend fulfillment.
So even though these deals are often digital, they still take 142 days to close. The journey includes tech evaluations, migration planning, and revenue impact modeling.
Helping B2B eCommerce buyers say yes faster
Speak the buyer’s language. For some, it’s API documentation. For others, it’s growth forecasts. Show how your platform shortens checkout time, increases order value, or reduces errors.
Offer implementation roadmaps. B2B buyers fear downtime. If you can present a 90-day launch plan with minimal business disruption, you increase confidence.
And provide industry-specific demos. B2B eCommerce looks different in wholesale, manufacturing, and distribution. Customize your walkthroughs accordingly.
14. Professional services firms experience B2B buyer journeys of 157 days
People, not just products
When you sell to law firms, consultancies, or agencies, you’re not just selling software. You’re often selling a system that helps manage clients, projects, or billable hours. That brings emotional and operational baggage.
The 157-day cycle reflects this. Buyers are comparing not just tools—but ways of working.
Earning buy-in from process-driven firms
Make everything relatable. Instead of “features,” talk in terms of use cases. “Here’s how a 20-person firm in your niche uses our software to bill 12% more per month.”
Be ready to show tangible wins. Many professional services firms lack internal tech teams. They need reassurance that your tool won’t disrupt client work or increase admin overhead.
Also, understand their trust threshold. Referrals and testimonials go a long way. Connect prospects with existing customers who run similar teams and can speak honestly about implementation.
15. Aerospace and defense B2B deals take 284 days on average
Layers of vetting and regulation
Aerospace and defense are among the most tightly regulated B2B industries. Every product or service goes through intense scrutiny—technical testing, government compliance, internal security checks, and long-term capability reviews. That’s why deals often take 284 days or more to close.
Your average buyer is not just evaluating the value. They’re evaluating your staying power, safety records, and future reliability.
Navigating the longest buyer journey in B2B
Start by understanding the environment. Most aerospace and defense companies have strict procurement protocols, including multi-phase bidding and government oversight. You must have documentation ready—ISO certifications, ITAR compliance, and system audit trails.
Build deep relationships. These buyers don’t want a vendor—they want a long-term partner. Engage early. Show up consistently. Stay visible during the quiet phases.
Also, invest in pre-sale engineering support. Technical buyers want to see prototypes, run simulations, and verify specs well before contract talks. Be proactive with your tech team.
16. Supply chain and logistics tech B2B purchases average 213 days
Behind-the-scenes but mission-critical
When you sell tech to logistics or supply chain operations, you’re entering a world that demands precision. Systems must run 24/7, integrate with dozens of platforms, and adjust for real-time changes. A wrong decision can delay shipments, ruin inventory, or spike costs.
That’s why the buyer journey stretches to 213 days. Your prospects are validating not only what your product does, but how well it fits into a fragile, time-sensitive network.
Helping logistics buyers get to yes
Lead with performance. Show system uptime. Highlight latency benchmarks. Share how your tech handles unpredictable spikes or supply shocks.
Use detailed workflows. Logistics buyers love to see how data flows through your platform. Provide real process maps showing each integration and decision point.
And never overlook the IT and ops teams. While strategy may start the buying journey, it’s operations and tech that will decide if your system fits.
17. Energy and utilities sector B2B sales cycles average 249 days
Legacy systems and risk-averse buyers
The energy and utilities space is deeply entrenched in legacy infrastructure. Whether it’s software, grid tech, or hardware upgrades, any new purchase has to work within aging frameworks and strict regulations.
A 249-day sales cycle is often considered fast. Some deals stretch even longer due to environmental testing, government approvals, and pilot project evaluations.
Selling where change is slow but necessary
Don’t push change—de-risk it. Position your product as an evolution, not a replacement. Buyers in this space respond to minimal-disruption messaging.
Also, prepare for extended pilots. Many utility firms require trial runs in real-world conditions. Structure your onboarding to include these phases and make results easy to report internally.
Highlight long-term value over speed. Energy buyers prioritize reliability, sustainability, and efficiency more than trendy features.
18. HR technology B2B journeys average 118 days
Fast decisions, emotional considerations
HR leaders are often eager to improve efficiency, employee experience, or hiring pipelines. That makes them proactive buyers. But HR tech still involves legal, finance, and IT reviews—especially when personal data is involved.
At 118 days, the cycle is short enough to move fast but long enough to require consistent nurturing.
Winning over people-first buyers
Make ease-of-use the star of your demo. HR teams aren’t tech-heavy. They want tools that look clean, feel intuitive, and require minimal training.
Focus on impact. Whether it’s reducing time-to-hire, improving onboarding, or increasing retention, your messaging should tie directly to outcomes they’re measured on.
And remember to cover compliance. HR teams are deeply concerned with privacy laws, discrimination policies, and audit trails. Be ready with detailed documentation on how your tool stays compliant.
19. Biotech B2B product sales typically take 261 days
Scientific scrutiny meets cautious spending
Biotech companies operate at the edge of innovation—but also within strict boundaries. Whether you’re selling lab equipment, research software, or production tools, you’re navigating a mix of scientific, regulatory, and budget considerations.
That’s why deals take an average of 261 days. Buying decisions involve scientists, lab managers, finance officers, and compliance teams. Everyone needs to be convinced.
Bridging the gap between science and sales
Start with validation. Biotech buyers care deeply about accuracy and peer credibility. Provide third-party test results, citations, or scientific endorsements.
Be highly consultative. These are complex sales. Offer to co-design solutions. Help create custom configurations. This collaborative approach builds trust.
And prepare for funding cycles. Many biotech firms work off grant timelines. Be flexible with budget conversations and provide ROI data framed around research milestones.
20. Real estate B2B technology purchases average 147 days
A traditionally slow industry is waking up
Real estate firms—both commercial and residential—are increasingly adopting tech. But they’re still working through the habits of a paper-heavy past. Whether it’s CRMs, deal-flow software, or building management platforms, the average decision takes 147 days.
That time is spent comparing ease of use, mobile access, and data clarity—often by agents, brokers, and operations managers.
Making technology feel like a no-brainer
Show how your product simplifies tasks. That means fewer clicks, cleaner dashboards, and better visibility into deals or buildings.
Offer mobile-first demos. Many real estate pros work from their phones. If your platform isn’t optimized for mobile, you’re already behind.
And emphasize setup support. Real estate teams often lack technical staff. If you can offer onboarding services or migration help, you remove a huge barrier.
21. Government procurement in B2B takes 301 days on average
Bureaucracy extends everything
Government deals are the slowest in B2B. With 301 days on average, this timeline is shaped by RFP processes, legal reviews, contract negotiations, and multi-level approvals.
The buying process is rigid, complex, and filled with red tape. But the contracts are often large and long-lasting, making them worth the wait.
Selling to governments without losing your mind
Master the procurement process. Understand how RFPs work, what documentation is required, and what deadlines you need to hit. Being late or unclear means disqualification.
Become a registered vendor early. Many agencies require pre-approval just to consider you. Handle this before outreach.
And expect silence. Long periods with no contact are normal. Your job is to stay relevant without pestering—sharing helpful updates, related case studies, and compliance resources during the quiet phases.
22. B2B media and publishing solutions have a buyer journey length of 136 days
Content-driven, yet cautious
Media and publishing companies are increasingly turning to digital tools—whether it’s content management systems, monetization platforms, or audience analytics. While these industries move quickly with content, they’re cautious when selecting core tech platforms.
At 136 days, the journey is not as fast as you’d expect. That’s because editorial teams, IT, marketing, and revenue officers all want a say in the decision.
Aligning with fast-paced content teams
Lead with clarity and relevance. Show how your platform helps them create, distribute, and monetize faster—with fewer manual steps.
Speak to both editorial and business goals. Editors want workflow efficiency. Revenue teams want ad insights and subscription metrics. If your solution connects both sides, you’ll stand out.
And provide proof from peer publishers. The media industry values referrals and real-world use. Case studies from similar publications carry serious weight.
23. Automotive B2B technology sales cycles average 226 days
Innovation meets process
Automotive companies are tech-heavy but process-oriented. Whether it’s manufacturing software, supply chain tools, or autonomous testing platforms, decisions move slowly because the stakes are high.
The 226-day journey reflects complex internal reviews, quality control processes, and integration concerns across systems like CAD, ERP, and IoT.
Selling into a deeply structured industry
Position your product as a performance enhancer, not a disruptor. Automotive buyers want improvements without disturbing finely tuned workflows.
Offer technical depth. Engineers and product teams will dive deep into features, interoperability, and latency. Provide spec sheets, APIs, and diagrams early.
And don’t forget the compliance piece. Automotive tech must meet safety, environmental, and industry-specific regulations. Show how you fit into their compliance frameworks upfront.
24. Cloud infrastructure services for B2B have a 169-day buyer journey
Strategic, not just technical
Selling cloud infrastructure isn’t a simple tech swap. It’s a strategic move that impacts security, scalability, and cost control. That’s why deals take about 169 days, even when buyers are cloud-savvy.
The decision usually involves CTOs, CIOs, DevOps teams, and procurement. They’re thinking five years ahead—not just about this quarter.
Building trust with infrastructure buyers
Your pitch must go beyond uptime. Speak to future-proofing. Show how your service adapts to scale, integrates easily, and supports new workloads.
Offer migration timelines. One of the biggest blockers is fear of downtime or data loss. If you can walk buyers through a smooth path forward, they’ll listen.
And match technical with business outcomes. Buyers want to hear how infrastructure changes affect TCO, flexibility, and innovation timelines.
25. Construction and engineering B2B tech deals take about 232 days
Field-heavy, change-resistant environments
Construction and engineering buyers often operate in environments where every new tool must prove itself in the field. If the software doesn’t save time on-site, it’s not worth adopting.
That’s why the 232-day cycle reflects on-site pilots, contractor feedback, and integration with tools like BIM, CAD, and project scheduling platforms.
Selling through the job site, not the boardroom
Start with field usability. If your product adds more screens or requires steep training, it won’t land. Highlight mobile access, offline use, and visual simplicity.
Run pilot programs on live sites. This shows real-world value, builds internal champions, and generates testimonials you can reuse.
And respect job site culture. Your materials should be plain, visual, and focused on saving time—not abstract productivity theories.
26. Agriculture tech B2B purchases average 203 days
Seasonal cycles shape everything
AgTech doesn’t move at a software pace—it moves at a crop cycle pace. Buyers often plan purchases around planting and harvesting windows, which makes timing everything.
The 203-day journey is shaped by trial periods, yield reviews, and external funding considerations like subsidies and government support.
Planting the seeds of trust
Start early—well before the season begins. Help prospects plan implementation so your product is live when they need it most.
Provide agronomic proof. Farmers and ag operations want real-world data showing how your product increases yield, reduces waste, or improves efficiency.
And support local nuances. Climate, soil, and crop type all affect performance. Offer region-specific data to build credibility fast.
27. Nonprofit B2B technology solutions have a journey length of 153 days
Budget-conscious, impact-focused
Nonprofits are mission-first but operate with tight resources. Any tech purchase must balance cost, ease of use, and donor transparency.
With 153 days from first touch to purchase, the delay is often driven by board approval cycles, grant timelines, and consensus-building among program teams.
Building trust in low-margin environments
Focus your messaging on impact. Show how your tool helps nonprofits serve more people, manage resources better, or report outcomes clearly.
Offer nonprofit pricing or tiered plans. Buyers need to show fiscal responsibility. Flexible terms can make the difference.
And make implementation worry-free. Many nonprofits lack internal IT. If you offer white-glove onboarding or volunteer support, your product becomes much more attractive.
28. B2B insurance software deals typically take 178 days
Risk-driven, compliance-heavy buying
The insurance industry deals with risk daily. That’s why new software purchases—especially anything related to underwriting, claims, or compliance—go through intense vetting.
At 178 days, the cycle includes security reviews, actuarial modeling, and compatibility testing with legacy systems.
Selling where every risk must be quantified
Provide audit trails and compliance mappings out of the gate. Show how your tool supports SOC 2, GDPR, or local insurance laws.
Bring in actuaries or analysts early. Your buyer may want to model your system’s impact on risk scoring, claims processing, or premium forecasting.
Also, highlight stability. Insurance firms care less about flashy UI and more about system uptime, integration depth, and long-term support.
29. B2B hospitality technology platforms average 134 days to close
Guest experience is the end goal
Hotels, resorts, and travel operators don’t just want software—they want guest satisfaction. From booking engines to staff management platforms, every tech decision must improve service and save time.
At 134 days, the buying journey includes property-level pilots, brand approvals, and front-desk usability checks.
Selling to an experience-first industry
Make the guest the hero. Show how your product shortens check-in time, personalizes service, or boosts online reviews.
Train for staff turnover. Hospitality teams often change frequently. Offer onboarding that’s fast, repeatable, and easy to transfer across staff.
And speak to both operations and marketing. Ops wants consistency. Marketing wants reputation and reviews. Your platform should support both.
30. B2B cybersecurity services (not products) have a 187-day average journey
Selling trust, not tools
When you’re offering services—like penetration testing, security audits, or managed threat detection—you’re selling trust. Buyers aren’t just comparing vendors. They’re deciding who they’ll trust in a crisis.
The 187-day average reflects that. Buyers dig into your credentials, client history, incident response times, and team expertise before deciding.
Becoming the trusted advisor, not just another provider
Lead with transparency. Share anonymized reports, response SLAs, and your service model clearly. Buyers want to know how you’ll act in a breach—not just during onboarding.
Offer assessments early. A free or discounted vulnerability scan helps you get your foot in the door and shows immediate value.
Build relationships, not transactions. Cybersecurity services are recurring, not one-off. If you can establish trust now, you’ll likely have a client for years.
Conclusion
The B2B buyer journey is never one-size-fits-all. As you’ve seen, each industry carries its own pace, shaped by internal processes, risk tolerance, legacy systems, and buyer expectations. Some paths are fast and digital. Others stretch out over months of review, testing, and discussion.
