"OUT-OF-MARKET" BUYERS vs "IN-MARKET" BUYERS – WHAT'S THE DIFFERENCE? | MARKETING MYTHBUSTERS
The speaker explains that in most B2B businesses only about 5% of prospects contacted are ready to purchase immediately (in‑market), while roughly 95% are "out of market"—not ready to buy now but potentially interested later. Although the ready‑to‑buy segment is critical for short‑term sales, the out‑of‑market segment should be the primary focus of brand‑awareness marketing so the company stays top‑of‑mind when those prospects eventually enter the buying cycle. Failing to reach the out‑of‑market audience means missing the long‑term revenue that will sustain the business.
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