Mark Osborne explains why account-based marketing focuses on buying signals. At any given time, 95% of your target market isn't actively buying, so you need to identify and reach the small percentage that is in-market right now.
That's great. And, and one of the things that I've seen be so transformative about ABM is, you know, there's this statistic out there, and I, I know you know it too, that, you know, 95% of your target market isn't in market at any given time. And so if you focus, you know, on the market, you know, very, very large, and don't focus on that 5% that's in market, you wind up missing a lot of those opportunities.
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