B
Evidence Grade B
Graded
under review
Safe to Cite
Current
5%
5% -- share of buyers in market for B2B buyers (2026)
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ehrenberg-Bass Institute for Marketing Science
Primary
Tier C
https://www.horizonpeakconsulting.com/resonant-narrative-marketing/ ↗
Source Article
Resonant Narrative: Toward a Relationship-Centered Marketing Approach
In marketing, numbers are everything — and yet they mean nothing.
For the first half of my career, I worked as a temp for Compaq Computer Corporation, a project manager and copywriter for a creative agency, and an online merchandising manager (today you’d call it “web content manager”) for Hewlett P…
Original Research
Ehrenberg-Bass Institute for Marketing Science
· Original study ↗
Methodology
Research by John Dawes, Ehrenberg-Bass Institute for Marketing Science; cited in a consultant blog
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 5% share of buyers in market. Source: Ehrenberg-Bass Institute for Marketing Science (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-in-market-ehrenberg-bass
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-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>5%</strong> -- share of buyers in market for B2B buyers<br><small>Source: Ehrenberg-Bass Institute for Marketing Science (2026) · <a href="https://lighthousedata.io/data/b2b-buyers-in-market-ehrenberg-bass" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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