Don’t Market to the 5% of Buyers Who Are Ready to Buy Today with Jon Lombardo

Episode notes

In this episode, Jon Lombardo , Co-Founder of Evidenza, unpacks the counterintuitive truth about B2B buying behaviour. Drawing on research from the Ehrenberg-Bass Institute, Jon reveals why most B2B marketers fundamentally misunderstand their audience. The 95-5 rule shows that 95% of potential buyers aren't in the market right now, which means the traditional focus on short-term lead generation is missing the bigger picture. Jon also explains how AI-powered synthetic research is transforming market intelligence, why B2B needs more brand building than B2C, and what marketers should do about it. If you're stuck chasing in-market buyers whilst your competitors build future demand, this conversation will change how you think about growth. Guest Introduction Jon Lombardo is Co-Founder of Evidenza, a synthetic AI market research platform that surveys AI-generated customer copies to build evidence-based marketing plans in hours rather than months. Previously, Jon was Head of Research at LinkedIn's B2B Institute, where he helped establish the 95-5 rule and commissioned pioneering research on how B2B brands grow.