Emilio GarciaManaging Partner, Boundify · Demand Gen Advisor

95% of Your Market Isn’t Ready to Buy

21 Nov 2025 · 1 min

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1:08

In this segment of his YouTube video, Emilio Garcia explains that while businesses often define an Ideal Client Profile (ICP) and identify a buying committee within target companies, merely knowing who to target isn’t enough. The critical factor is the behavior of those potential buyers. He emphasizes that the vast majority—about 95%—of the companies and individuals in an ICP are not actively in‑market at any given time. Because such a large portion is dormant, sales and marketing efforts must be driven by signals of buying intent rather than relying solely on firmographic criteria.

Chapters

You have an ideal client profile, right? You have a set of companies that represent the industries, company sizes, demographics, firmographics that are your potential clients or the ones that you want to work with. And within those, there's a buying committee, right? A group of people that will be involved to some degree in the decision. That's great. Gives you, uh, it gives you the subject on the sentence. This is who we are targeting. However, you cannot just work out with the subject. You need action. And that action is the behavior of those potential buyers. And it matters because we have discussed in other, in other episodes, most of that group of people and companies are not in market at any given moment. If it was a small percentage, if it was, you know, 10%, 5% of them, then we could ignore the fact that not all of them are in market. But it's a huge percentage. It's 95% of your target market.