B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
95%
95% -- addressable market not in market share for B2B addressable market (2026)
About 95 percent of an addressable market is not in-market at any given moment.
- Approximate figure ('about 95 percent')
- Secondary citation of Ehrenberg-Bass Institute research
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Lighthouse Research Team
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Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ehrenberg-Bass Institute
Primary
Tier B
https://www.mqlmagnet.com/post/demand-generation-vs-lead-generation-what-enterprise-marketers-need-t… ↗
Source Article
Demand Generation vs Lead Generation | MQL Magnet
Demand Generation vs. Lead Generation: Why they Differ
Updated: Sep 6
Key takeaways • Demand generation creates buyers before they are in-market. Lead generation captures the ones who are. • About 95 percent of your market is not buying right now. Demand gen is how you win them before the buying win…
Original Research
Ehrenberg-Bass Institute
· Original study ↗
Methodology
Widely cited finding from the Ehrenberg-Bass Institute
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B addressable market: 95% addressable market not in market share. Source: Ehrenberg-Bass Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/addressable-market-not-in-market-ehrenberg-bass
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<blockquote cite="https://lighthousedata.io/data/addressable-market-not-in-market-ehrenberg-bass" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- addressable market not in market share for B2B addressable market<br><small>Source: Ehrenberg-Bass Institute (2026) · <a href="https://lighthousedata.io/data/addressable-market-not-in-market-ehrenberg-bass" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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