B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
95%
95% -- out of market buyer share for B2B category buyers (2021)
Approximately 95% of B2B category buyers are out of market at any given moment.
- Heuristic derived from buying-cycle length, not a strict law
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2021
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.
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Sources (5)
Ehrenberg-Bass Institute (via LinkedIn B2B Institute)
Primary
Tier B
https://graph8.com/insights/the-95-5-problem/ ↗
Source Article
The 95-5 problem: most of your market is not in market | graph8 Insights
The question
Every outbound team operates on an assumption it rarely states: that a meaningful share of the accounts on this quarter's list can be moved into a buying cycle this quarter. The evidence says the assumption is wrong, and the size of the error is the single most consequential number in p…
Also cited by
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Original Research
Ehrenberg-Bass Institute (via LinkedIn B2B Institute)
· Original study ↗
Methodology
Heuristic derived from buying-cycle length (e.g., buyers purchasing once every five years implies ~5% in market per quarter), per Ehrenberg-Bass Institute work popularized by LinkedIn B2B Institute (Dawes 2021).
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B category buyers: 95% out of market buyer share. Source: Ehrenberg-Bass Institute (via LinkedIn B2B Institute) (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-out-of-market-95-percent
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-out-of-market-95-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- out of market buyer share for B2B category buyers<br><small>Source: Ehrenberg-Bass Institute (via LinkedIn B2B Institute) (2021) · <a href="https://lighthousedata.io/data/b2b-buyers-out-of-market-95-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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