The Marketing Grind

The 95% Problem in B2B Marketing

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Most B2B marketers optimize for the 5% of buyers who are ready to purchase today. The uncomfortable truth? You're missing the 95% who will buy tomorrow. In this episode, we challenge the conventional demand generation playbook and explore why short-term conversion tactics are failing most B2B marketing teams.

Our discussion covers:

  • Why only 5% of your target audience is actually in-market
  • How 70% of the B2B buying journey happens before first sales contact
  • The delicate balance between brand building and demand generation
  • Why mental availability matters more than immediate conversions
  • Practical strategies for marketing to both the 5% and 95%

    • Whether you're struggling with attribution, fighting for long-term brand investment, or trying to justify your content strategy, this episode offers fresh perspective on how to think about B2B marketing effectiveness in 2025 and beyond.

    ...more
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    The Marketing GrindBy Mack & Gary Magnone