Emilio GarciaManaging Partner, Boundify · Demand Gen Advisor

Most of your potential buyers are not in-market. #shorts #demandgeneration

14 Nov 2022 · 1 min

Watch on YouTube

0:49

In this short, Emilio Garcia explains that for most products or services, only about 1‑5% of the total pool of potential buyers are actively searching for a solution at any given moment. The remaining 95%‑99% are either unaware of the offering or not currently looking, though they may purchase later. He warns that marketers often fall into the trap of focusing solely on demand capture—especially paid search—because it targets the small in‑market segment. By doing so, they neglect the vast majority of prospects, leaving no brand awareness or mindshare built for when those prospects eventually enter the market, which can limit future sales opportunities.

Chapters

that is important to know or have in mind is that for almost every product or service, only 1, 2, 3%, maybe 5% at most of your potential buyers are searching for what you offer right now. And the other 95%, they, they are either not aware of it or they are not searching for it in this moment. It doesn't mean that they will not buy eventually, but they are not in market. And that's another trap that is common, which is, is very easy to focus on capturing demand. It's very easy to focus on paid search because you have intent there, but then you are ignoring this other 95% or 97% of your target market, which when they are ready to search for, you will have not built any brand or any mindshare for them, uh, for your company.