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Faisal Siddiqui

95% of your market isn't buying right now. Are you talking to them?

Published 2 months agoΒ β€’Β 1 min read

95% of your market isn't interested right now.

Are you talking to them?
Own the room 🎀
​
β€’ At any given moment, 95% of your market has no active need.
β€’ Yet most teams spend all of their budget on demand gen, optimizing for the 5% who are buying.
β€’ The most rigorous data in B2B puts the right budget split closer to 46% brand, 54% demand gen.
β€’ That gap is where competitive advantage lives.
​
Bring that split to your next budget conversation.

Why the 95% matters πŸ‘‡πŸ»

The 95% who aren't buying today will buy eventually.

When they do, they build a shortlist fast, mostly from memory.

If your brand hasn't shown up consistently in their world over the past year, you won't make that list. Not because your product is worse.

But because they won't think of you.

Two audiences, two jobs πŸ‘₯

You are marketing to two groups at once and they need opposite things.

The 5%
in-market

Actively comparing vendors.

Give them the hard sell: features, proof, "book a demo."

The job is to convert now.

The 95% not in-market

No need yet.

Give them the soft sell: build familiarity, plant the association.

The job is to be remembered later.

The brand vs. demand gen split you saw up top isn't arbitrary.

It reflects how much of your future pipeline is sitting in that second group, waiting.

What soft-sell actually means πŸ’¬

Soft-sell doesn't mean vague. It doesn't mean inspirational videos about transformation.

It means building a clear, consistent picture of three things:

  • What your company does
  • Who it helps
  • Why it's different

Put it in language someone outside a buying cycle would actually engage with. Not feature specs. Not ROI calculators.

Something that makes them think, "I know what this company does."

Here is the part most teams miss.

The 95% are the cheapest audience you will ever reach, because almost nobody is talking to them.

The brands that show up for them now own that space for free, and own the shortlist later.

That is the system we walk through with clients in Day 1 or Die.

Part 1 is live.

Next week: not all brand impressions are equal. Some stick. Most don't.

Faisal Siddiqui

Founder, Creative Business Co.

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Faisal Siddiqui

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