16/09/2026
Research by the Ehrenberg-Bass Institute, conducted with the LinkedIn B2B Institute, produced a figure that reframes the purpose of business marketing entirely:
At any given moment, around 95% of business buyers are not in the market. Only 5% are actively looking.
What moves someone into that 5% is rarely a marketing campaign. It's a contract reaching renewal, a key person leaving, a budget clearing, a target being missed.
The point of showing up consistently isn't to convert the person reading today. It's to ensure that in seven months, when the trigger finally comes, the brand is already familiar with who you are, what you do and the credentials to prove it.