The fatal flaw in B2B marketing is ignoring the 95%
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.
Jackson Ritchie - author
While the economy is grappling with a tempered recovery, inside corporate Australia the mood is defensive.
Cashflow, risk and resilience dominate boardroom agendas, and marketers are being squeezed from both sides: aggressive growth targets on one hand, and clients unwilling to commit on the other.
In response, too many B2B marketers have doubled down on a dangerously narrow strategy, chasing only the tiny fraction of buyers who are ready to transact right now.
