As corporate Australia retreats into caution, B2B marketers are responding by chasing the smallest, loudest prize: the 5% of buyers ready to transact right now. Jackson Ritchie, group strategy director at Apparent writes that this short-term-ism is quietly sabotaging long-term growth, especially in complex, highly regulated categories where buying decisions are slow, collective, and reputation-led.
The fatal flaw in B2B marketing is ignoring the 95%
