The Invisible Pipeline: Why Most of Your Future Customers Aren't Ready to Buy (Yet)

According to a 2024 article in Marketing Week, 'demand generation' is a myth.

I was less than impressed with the article because I'd recently insisted on moving from a 'Business Development' title to that of 'Demand Generation Director' 🫣

Instead of fruitlessly aiming to impact demand, the article outlined that marketers and business owners should aim to be front of mind when target prospects are triggered to move 'in-market' due to their change of circumstances.

These triggers are also known as market entry points (MEPs).

Unfortunately, the theory is that only 5% of any business's total addressable market (TAM) is in-market at any time.

With this in mind, focusing all your time and effort on identifying, engaging and closing short-term business with this 5% would mean ignoring 95% of the long-term opportunity.

The challenge with the 95% is that if they’re not showing buying signals, they remain invisible to your business. However, that doesn’t change the fact that 80% of B2B buyers favour brands that are already top of mind when they enter the market.

Your challenge just got a whole lot more complex!

All of the above means that in addition to marketing to the 5%, you must also work to get your brand on the day-one shortlist with as much of the 95% as possible and stay there.

Understanding the 95%

In the past, any prospect that aligned with your Ideal Customer Profile (ICP) was considered part of the sales funnel.

Though some attempts were made to determine the prospect's buying stage within the funnel and tailor content accordingly, all ICP targets were viewed as viable sales opportunities.

In reality, 'not in-market' means just that.

If individuals within your ICP haven't experienced the pain points that your business addresses, are happy with their current solution, or remain loyal to their existing provider, they won’t be receptive to a sales pitch — no matter how compelling your offering is.

However, the lack of interest in a pitch doesn’t mean you should abandon efforts to secure a spot on the day-one shortlist. If anything, it's all the more reason to stay on their radar.

The Psychology of the Day-One Shortlist

As a B2B brand, breaking through the noise in a crowded market is no easy feat. While businesses and individuals recognise the need to stand out, a lack of confidence, time, and resources often holds them back.

Creativity is still seen as a risk, which is why so many companies stick to safe, rational messaging, activated via performance marketing, to drive lead generation.

Earning a spot on your prospects' day-one shortlist requires a shift in approach. Investing in brand-led creative activations that tap into emotional triggers is key.

Humour, nostalgia, and even love are powerful tools for building mental availability, boosting brand recognition, and reducing perceived risk for potential buyers.

The Cost of Waiting

With all of the above in mind, waiting for prospects to show signs that they've moved in-market before engaging with them is too late. Remember that by then, 80% of them have already chosen a vendor.

As such, your competitors will have already established mindshare, and your in-market prospect will most likely have travelled a long road of exploration and evaluation. Even if they're open to considering you at this point, you only have a 20% chance of being selected.

Running a marketing effort that maximises both the 5% short-term existing opportunity (using product/service-led, rational reasons to buy) and the 95% long-term future opportunity (using brand-led, emotional reasons to buy) is the best way to ensure all growth opportunities are covered.

Building Presence Without Being Pushy

Securing your place in the minds of your ICP when 95% of them are not interested in what you're offering right now is a huge challenge.

If you push too hard with a sales message, they'll push back, often resulting in them unsubscribing from your brand in all the ways that hurt most.

Instead, you must invest in the brand, deliver real value and play the long game.

Some of the best strategies for building brand salience include:

• Establishing your business figureheads as 'Key People of Influence' (KPI)

• Content marketing strategies that provide value without selling

• Creative campaigns that leverage emotion to build recognition and trust

• Community engagement and relationship building

• Strategic partnerships and collaborations

I'll cover some best practice elements for each of these areas in the coming months, but if you'd like more information on them now, please drop me a message and let's have a chat.

The Long Game of Brand Building

Measuring the success of brand-building marketing efforts when sales results aren't immediate is tricky.

The number of people in your network that fit your ICP is the obvious first measure. LinkedIn followers and email nurture numbers offer a reliable metric for overall network growth.

Website traffic volume sourced by direct search for your brand name or your KPI's also provide a good indication of how much awareness exists in the market.

Beyond quantitative measures of success, ask around. At the start of each conversation with a potential client, partner or stakeholder, ask how they heard about your company and make a note of any feedback and anecdotes shared. This will help guide future marketing efforts by revealing your brand awareness strengths and weaknesses.

Just remember, brand-building is a marathon, not a sprint.

And finally...

While demand generation might not exist in its traditionally understood form, the need for strategic brand-building and market presence has never been more important.

By understanding and adapting to both the 5% in-market opportunities and the 95% future potential, businesses can build sustainable growth paths that deliver immediate and long-term results.

If you'd like to chat with me about how to start building your visibility strategy, please drop me a message anytime.

In the meantime, TTFN!

Paula