B Evidence Grade B Graded under review Safe to Cite Recent

95%

95% -- share of business customers not ready to buy for B2B business customers (2025)

Name: Share Of Business Customers Not Ready To Buy Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-01

2025 · Ehrenberg-Bass Institute (commonly attributed; not named on page)

About 95% of business customers are not ready to buy at any given time.

Approximation ('About 95%')

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Attribution: Ehrenberg-Bass Institute (commonly attributed; not named on page) View source

Lighthouse Research Team

Last verified: 2026-10-01 · How we verify data →

Source verified Evidence graded

Value

95%

Unit

Percentage

Data Vintage

2025

Entity

B2B business customers

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Ehrenberg-Bass Institute (commonly attributed; not named on page) Primary Tier C

https://yeagermarketing.com/demand-gen2/ ↗

Confidence: 48/100 Vintage: 2025 Channel: Deep Crawl

Source Article

Demand Gen2

Discover uncharted sales opportunities with our Demand GPS. Inbound Package Capture existing demand for your product and nurture your audience further down the funnel. Email Nurture Package Engage your leads in the consideration stage of the funnel and guide them to a decision. EDO Package Captivate…

Original Research

Ehrenberg-Bass Institute (commonly attributed; not named on page) · Original study ↗

Methodology

Agency marketing page citing the widely referenced out-of-market buyer figure (commonly attributed to Ehrenberg-Bass Institute research); no methodology stated on page

Methodology documented

Segmentation

IndustryB2B Company SizeAll sizes RoleDemand Gen

Cite this stat

Plain Text

B2B business customers: 95% share of business customers not ready to buy. Source: Ehrenberg-Bass Institute (commonly attributed; not named on page) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-not-ready-to-buy-95

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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-not-ready-to-buy-95" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- share of business customers not ready to buy for B2B business customers<br><small>Source: Ehrenberg-Bass Institute (commonly attributed; not named on page) (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-not-ready-to-buy-95" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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