Innovative Group · Research

Original market research.

Mid-year and end-of-year reports on how buyers buy, how operators sell, and how the market actually moves under the headlines.

Published by Innovative Group. Authored by Chris Salazar, Norm deSilva, Mark Willson, and the IG operator team. Cited, dated, free to read, free to quote.

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State of the Buyer: H2 2026

Mid-year report · June 1, 2026 · Chris Salazar

89% of B2B buyers now use generative AI for self-guided research. The median SaaS sales cycle hit 134 days. 72% of Google searches end without a click. A mid-year report on how buyers are buying in 2026, with seven recommendations for operators in H2.

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State of the Buyer H2 2026 cover
Coming next

State of the Operator: End-of-Year 2026.

Our December 2026 companion report. The buyer's view from this report, looked at from the operator's seat. What worked, what broke, and what to bet on for 2027. Drops first week of December.

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