Wednesday Wisdom: Nuancing the 95/5 Rule (New Research)

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We know most buyers won’t talk to sales until late in the journey (around 70% of the way through). But how many even make it that far?

In our latest analysis of behavioral data from 594 B2B companies, we found that around 40% of accounts are showing meaningful signs of buying behavior at any given time—far more than the 95/5 rule suggests.

But within that 40%, most never reach a purchase decision. They stall out somewhere along the way—losing momentum, failing to align internally, or struggling to build a strong enough business case.

We call this the Dead Zone—and it’s where the majority of B2B buying journeys quietly disappear.

It’s not just about spotting in-market accounts. It’s about enabling more of them to make it all the way through.

Read more in our latest report Nuancing the 95/5 Rule and the Dead Zone of B2B Buying, written by our Head of Research, @Kerry. Free with no gates, as always.