B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
95%
95% -- pct of potential buyers not in market for B2B buyers (2026)
About 95% of potential B2B buyers are not in the market at any given time.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
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
LinkedIn B2B Institute / Ehrenberg-Bass Institute
Primary
Tier B
https://apollodigital.io/blog/b2b-marketing/ ↗
Source Article
B2B Marketing: The Complete Guide for 2026
Original Research
LinkedIn B2B Institute / Ehrenberg-Bass Institute
· Original study ↗
Methodology
95-5 rule from LinkedIn B2B Institute and Ehrenberg-Bass Institute
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
B2B buyers: 95% pct of potential buyers not in market. Source: LinkedIn B2B Institute / Ehrenberg-Bass Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-out-of-market-95-pct
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-out-of-market-95-pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- pct of potential buyers not in market for B2B buyers<br><small>Source: LinkedIn B2B Institute / Ehrenberg-Bass Institute (2026) · <a href="https://lighthousedata.io/data/b2b-out-of-market-95-pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.