Exclusively focusing on in-market buyers is hindering your growth
3-5% of buyers are in an active buying cycle for B2B software. Companies that exclusively target these in-market buyers limit their growth potential and are often incentivised by short-term behaviours.
Demand creation is the process of marketing to the remaining 95% of buyers by amplifying your narrative across channels they frequently spend their time. You can’t force buyers to move in-market, but you can influence their decision for when it’s time by becoming a brand they know, like and trust.
Increased reach
Increased pipeline velocity
Reduced CAC
GTM efficiency