Only 5% of B2B buyers are in market today; but where did that statistic come from?
Sword and the Script
APRIL 30, 2024
If you read my posts, they are all about surveys and studies and I checked the sources (i.e. He wrote it up in a paper published online titled, Advertising effectiveness and the 95-5 rule: most B2B buyers are not in the market right now. This is a deceptively simple fact, but it has a profound implication for advertising.
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