Assertion Supported AI assessment confidence: 90% certainty 4/5 debate potential 2/5

Bhagat: Millennials and Gen Z now make up 65% of B2B buyers

Vinay Bhagat · How Top CMOs Drive Growth in the Age of the Self-Serve Buyer | Klaviyo, Talkdesk, SmartBear CMOs · Dec 1, 2022 · at 3:49

Vinay Bhagat, founder and CEO of TrustRadius, cites proprietary annual survey data on modern B2B software purchasing behaviors at SaaStr Annual.

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“The majority of B to B buyers today are millennials and Gen Z, in fact, 65%, and most of them don't want to talk to sales.”

quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →

The claim, plainly

Millennials and Gen Z make up 65% of B2B buyers, and the majority prefer not to speak to sales representatives.

a quote alone can be ambiguous, so this restates it with the references and context of the conversation around it resolved. AI-written; the tape below the player is the source.

Assessment

Both components of Vinay Bhagat's claim are supported by TrustRadius's 2022 B2B Buying Disconnect report (which surveyed 2,185 verified technology buyers) and corresponding 2022 presentations. First, TrustRadius data indicated that Millennials and Gen Z made up approximately 64%–65% of B2B tech buyers and the active workforce in 2022. Second, the report found that nearly 100% of buyers preferred to self-serve all or part of their purchasing process, only 25% consulted vendor sales representatives during their evaluation (down to a minority from prior years), and 81% preferred to find pricing information independently without speaking to sales representatives. Third-party research from Gartner in 2022 corroborated this, finding that 54% of Millennial B2B buyers specifically prefer a rep-free experience.

TrustRadius's 2022 B2B Buying Disconnect report and May 2022 keynote presentations confirmed that Millennials and Gen Z accounted for approximately 64%–65% of B2B technology buyers.
The 2022 report found that virtually 100% of buyers preferred self-service options, only 25% consulted vendor sales representatives (down from 43% in 2021), and 81% wanted pricing without scheduling sales calls.
Gartner's 2022 research independently confirmed that 54% of Millennial B2B buyers actively prefer a rep-free purchasing experience.

Checked against

[1] trustradius.com [2] trustradius.com [3] trustradius.com [4] trustradius.com [5] sopro.io [6] trustradius.com [7] trustradius.com [8] trustradius.com

"2,185" "TrustRadius" "Millennials" "Gen Z" "2022 B2B Buying Disconnect" "TrustRadius" pdf OR report "TrustRadius" "2022" "B2B Buying Disconnect" OR "B2B Buyer Disconnect" "Millennials" OR "Gen Z" "65%" "TrustRadius" "2022 B2B Buying Disconnect" "Millennials" "Gen Z" "TrustRadius" "2022" "sales reps" "25%" OR "majority" "TrustRadius" "B2B Buying Disconnect" 2022 "65%"

assessed as of 2026-09-03

This assessment is an AI reading of a public statement, made against the cited references with the confidence shown. It can be wrong. The quote, the tape and the references are all on this page; if something is off, use report an error below. full disclaimer →

Mentioned

B to B buyers sales

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Assertion Not publicly verifiable

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Assertion Supported

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