The facts

What the research actually says

Everything here comes from the organisation that ran the study, not from a listicle that copied it.

Each fact links to its own source, and the full methodology sits at the bottom of the page.

How buyers actually buy

By the time you hear about it, it is mostly over

84%

of B2B deals are won by the first vendor the buyer contacts. Everyone called after that is usually being used to check the price.1

70%

of the buying process is finished before a buyer speaks to any seller at all.1

8 months

is how long the average buying group researches privately before it contacts a single vendor.1

16%

is your win rate if you had no influence on the buyer during the first two thirds of their process.1

Appetite

Most of them do not want to meet you, and most are not buying anyway

67%

of B2B buyers say they would prefer a rep-free experience.2

45%

of buyers used AI during a recent purchase.2

95%

of the buyers you can reach are out of market today. They will buy eventually, just not this quarter.3

80%

of companies change their banking provider only once every five years, which is why the 95 percent number holds.3

What companies run

The stack you are selling into is enormous and badly governed

305

SaaS applications run at the average company. The median company runs 240.4

36%

of paid SaaS licences are never used by anyone.4

new applications are added every month at a large enterprise. Stack data has a shelf life measured in weeks.4

81%

of SaaS spend is now controlled by business units. IT directly manages 15%, so the buyer is rarely who the org chart says.4

$9,455

is the median annual SaaS spend per employee.4

78%

of IT leaders were hit with an unexpected bill from consumption or AI based pricing.4

What the web is built on

Four platforms account for most of the web

40.7%

of all websites run WordPress, whether or not their owners know it.5

58.9%

is WordPress's share among sites that use a CMS at all. Shopify is second at 7.7%.5

30.9%

of websites use no content management system that W3Techs tracks.5

What reps expect from AI

Sellers already know which half of the job they want automated

34%

is how much sellers expect AI agents to cut the time they spend researching prospects.6

54%

of sellers have already used an AI agent. Almost nine in ten expect to by 2027.6

Our own research

And one thing nobody else counted

We priced every tool in our five rankings against the vendor's own pricing page. 76 tools, five categories, August 2026.

Two in five will not tell you what they cost until you book a call.

76Tools pricedLead generation, ABM, ecommerce prospecting, competitor research and enrichment.

39%Publish no price26 of 67 vendors print no number at all. The list.

$49Median entry priceAcross the 38 that do publish a monthly rate.

292xCheapest to dearest${LO} a month against ${HI:,} a month, sold to the same buyer.

Where the published prices land

38 tools with a public monthly rate

Under $5021

$50 to $997

$100 to $2996

$300 to $9992

$1,000 and up2

one tool

A further 7 tools are free or self-hostable, and 31 publish nothing, so they cannot appear here.

Who hides their pricing

Quote only, out of each category

Lead generation6/17

ABM9/15

Ecommerce prospecting5/14

Competitor analysis6/15

Data enrichment5/15

quote onlypublishes a price

ABM is the worst offender. Nine of the fifteen will not quote a number without a meeting.

Published price range, by category

Entry price only, log scale

Lead generation$15–$99

ABM$39–$3,500

Ecommerce prospecting$20–$295

Competitor analysis$29–$295

Data enrichment$12–$299

$10$100$1,000$4,000

cheapestdearest

One tool from each category costs $115/mo if you always pick the cheapest and $4,488/mo if you always pick the dearest. That is $1,380 against $53,856 a year for a functionally identical stack.

What one lead costs

List price divided by included credits

StackScan$0.0002

Snov.io$0.049

Hunter.io$0.068

LeadIQ$0.075

Seamless.AI$0.079

Lusha$0.090

Lead411$0.495

UpLead$0.582

$0.00$0.20$0.40$0.60

Only 8 of the 17 lead generation tools publish enough detail for this calculation to be possible at all.

The index

Where our technology data comes from

StackScan came first in all five of our rankings, and it is the index we lean on when we need to know what a company runs.

These are its published coverage figures.

360M+Websites indexed 55K+Technologies detected 350+Technology categories 200+Countries covered

Figures published by StackScan, August 2026. Each card links to the matching technology page.

The rankings

Five rankings, 76 tools, every price checked

Lead generation17 tools · 6 quote only17 tools ranked by what one lead actually costs, calculated from list price divided by included credits.ABM15 tools · 9 quote only15 tools ranked by whether they build your target list or just decorate one you already had.Ecommerce prospecting14 tools · 5 quote only15 ways to find online merchants by platform, app and country.Competitor analysis15 tools · 6 quote only15 tools ranked by how close each gets you to a named account you could win.Data enrichment15 tools · 5 quote only15 tools ranked by what they add to a CRM record that you could not have guessed.

Method and sources

Where every number came from

We only cite the organisation that ran the study. No stat-aggregator blogs, no numbers whose origin we could not trace, and nothing repeated from another listicle.

6sense, B2B Buyer Experience Report. Survey of more than 900 B2B buyers involved in purchases above $10,000, fielded June to July 2023. Newsroom
Gartner, Sales survey of 646 B2B buyers conducted August to September 2025, released 9 March 2026. Press release
LinkedIn B2B Institute with the Ehrenberg-Bass Institute, The 95-5 rule, from How B2B Brands Grow. Research
Zylo, 2026 SaaS Management Index, published 29 January 2026. Based on more than 40 million SaaS licences, $75 billion in spend and a survey of 218 IT leaders. Report
W3Techs, Content management system usage statistics, read 21 August 2026. Updated daily. Statistics
Salesforce, State of Sales, seventh edition. Double-anonymous survey of 4,050 sales professionals fielded August to September 2025. Announcement
StackScan, Coverage figures as published on its own site, August 2026. stackscan.com

How we priced the tools

Every tool was priced from the vendor's own published pricing page in August 2026. Annual rates were used where a vendor quotes annual billing.

A vendor counts as quote only when its pricing page shows no number at all, including the ones that show a credit model without a rate.

Per-lead figures are list price divided by included credits, which is the vendor's own arithmetic, not ours.

Nobody paid to appear in any of it and there are no affiliate links anywhere on this site.