B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
95%
95% -- share of buyers not in market for B2B category buyers (2025)
Around 95% of category buyers are not in the market to buy at any given moment.
- Based on the Ehrenberg-Bass Institute's 95-5 rule heuristic cited in research
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
95%
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
60
Independence
30
Methodology
45
Freshness
95
Source
Ehrenberg-Bass Institute / Edelman and LinkedIn
Primary
Tier B
https://www.mqlmagnet.com/post/brand-narrative-strategy-rewriting-perception ↗
Source Article
Brand Narrative Strategy From East Palo Alto's Mayor | Magnetic
East Palo Alto's Mayor talks Brand Narrative Strategy
Updated: Aug 9
Key takeaways You can't overwrite a sticky narrative. Understand why it stuck before you respond to it. Expand the frame instead of fighting the story. Additive narratives are slower but more durable than substitutive ones. Authent…
Original Research
Ehrenberg-Bass Institute / Edelman and LinkedIn
· Original study ↗
Methodology
Ehrenberg-Bass Institute 95-5 rule, cited in Edelman and LinkedIn's B2B Thought Leadership Impact Report
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Cite this stat
Plain Text
B2B category buyers: 95% share of buyers not in market. Source: Ehrenberg-Bass Institute / Edelman and LinkedIn (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ehrenberg-bass-95-5-rule-buyers-not-in-market
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<blockquote cite="https://lighthousedata.io/data/ehrenberg-bass-95-5-rule-buyers-not-in-market" 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 buyers not in market for B2B category buyers<br><small>Source: Ehrenberg-Bass Institute / Edelman and LinkedIn (2025) · <a href="https://lighthousedata.io/data/ehrenberg-bass-95-5-rule-buyers-not-in-market" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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