B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
5%
5% -- share of buyers actively in market for B2B buyers (2025)
Only 5% of B2B buyers are actively in-market looking to solve their problem at any given point.
- The precise ratio varies across different categories, though the overwhelming majority are later buyers.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2025
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
LinkedIn B2B Institute / Ehrenberg-Bass Institute
Primary
Tier B
https://velocity-b.com/blog/the-art-of-winning-beyond-the-5 ↗
Source Article
The ART of Winning Beyond the 5% — Velocity-B Blog
The ART of Winning Beyond the 5%
The odds that your ideal buyer is in market are very slim, Ian shares how you can still win.
You know that feeling when you fling a message out — an email, a LinkedIn post, a campaign, and... nothing? Crickets.
It’s not that you lack ideas or grit. It’s that in B2B, …
Original Research
LinkedIn B2B Institute / Ehrenberg-Bass Institute
· Original study ↗
Methodology
LinkedIn B2B Institute study in collaboration with Ehrenberg-Bass Institute, analyzing thousands of B2B buying cycles
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 5% share of buyers actively in market. Source: LinkedIn B2B Institute / Ehrenberg-Bass Institute (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-in-market-5pct
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-in-market-5pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- share of buyers actively in market for B2B buyers<br><small>Source: LinkedIn B2B Institute / Ehrenberg-Bass Institute (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-in-market-5pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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