B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
5%
5% -- share of target market ready to buy for B2B target markets (2025)
5% of a B2B target market is actively in-market and ready to buy at any given moment.
- Refers to the general 95/5 rule concept in B2B marketing
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5%
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
20
Independence
30
Methodology
45
Freshness
95
Source
CMO Alliance
Primary
Tier B
https://www.cmoalliance.com/why-b2b-marketers-influence-the-customer-journey/ ↗
Source Article
Why B2B marketers influence the customer journey
B2B buying has changed. In the past, B2B sales professionals largely controlled the flow of information. Today, buyers are in control. They research, compare, and engage with your brand long before your sales team even knows they exist.
The marketing journey now plays a much bigger role in the B2B c…
Original Research
CMO Alliance
· Original study ↗
Methodology
The 95/5 rule (Ehrenberg-Bass Institute concept)
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B target markets: 5% share of target market ready to buy. Source: CMO Alliance (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/in-market-buyers-5-percent
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<blockquote cite="https://lighthousedata.io/data/in-market-buyers-5-percent" 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 target market ready to buy for B2B target markets<br><small>Source: CMO Alliance (2025) · <a href="https://lighthousedata.io/data/in-market-buyers-5-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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