Assertion Supported AI assessment confidence: 95% certainty 4/5 debate potential 1/5

Showpad Data: $100K+ Buyers Spend 40 Hours Researching Before Contacting Sales

Theresa O'Neil · "Aligning Sales, Marketing, and CS to Scale Revenue and Retention" Theresa O'Neil, Showpad CMO · Jul 24, 2019 · at 2:38

This episode carries Theresa O'Neil's own address, with nobody on the show putting questions to them. It still counts as said, and it is kept out of every score on their page.

Theresa O'Neil, CMO of Showpad, presents findings from a survey of 600 B2B software buyers in the US and Europe on buying behavior.

0:00 / 0:14exact quote · 14.1s

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“What you can see over there when the deal is less than 5000 dollars, they're spending about five hours, but when you get over to a 100,000 dollars, they're spending 40 hours of full work week researching before they go 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

According to Showpad research, B2B software buyers spend around five hours researching deals under $5,000 and 40 hours researching before contacting sales for deals over $100,000.

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

Showpad's September/October 2018 study, 'The New B2B Buyer Experience' (surveying 656 B2B buyers across the US, UK, and Germany), and subsequent presentation materials presented by then-CMO Theresa O'Neil in June 2019, directly substantiate both figures. The study found that buyers spend five hours or less researching deals under $5,000 and 40 hours or more researching enterprise deals exceeding $100,000 before contacting a sales representative.

Showpad's September/October 2018 research report 'The New B2B Buyer Experience' documented that buyers spent five hours or less researching deals under $5,000 and 40 hours or more researching purchases over $100,000 prior to contacting sales.
Showpad's June 2019 presentation deck 'Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad' confirmed that research time directly correlates with deal size, showing 0–5 hours for small deals and >40 hours for deals >$100,000.

Checked against

[1] b2bnn.com [2] equinetmedia.com [3] vdu.lt [4] slideshare.net [5] slideshare.net [6] slideshare.net [7] slideshare.net [8] slideshare.net

"Research time is directly related to deal size" "< $5,000" OR "5,000" "Showpad" "B2B Buyer" "research" "deals" "hours" "Showpad" "B2B Buyer" "study" "40 hours" "The New B2B Buyer Experience" "Showpad" "Showpad B2B Buyer Study" "hours" "Thinking of the last B2B purchase you made, how many hours of research did you conduct before contacting a sales rep?" "Showpad" "5 hours" "40 hours" buyer "Showpad" "deals < $5,000" OR "<$5,000" OR "under $5,000"

assessed as of 2026-09-02

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

B2B buyers Showpad

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