In B2B export marketing, many companies focus almost exclusively on buyers who are ready to purchase immediately. This group—known as the in-market audience—accounts for only about 3% of the total addressable market. The remaining 97% are not actively searching for suppliers, yet they represent future customers. Global data shows that B2B buyers behave discreetly and independently.
85% of buyers define their requirements before engaging with any sales team (Gartner, 2023).
80% already have a supplier in mind when they begin their research (LinkedIn B2B Institute).
90% make their decision from the initial shortlist (McKinsey, 2023).
The goal of export-driven businesses is not to “force leads into the funnel,” but to be present on the shortlist when buyers enter the market.
Why the 97% Not-In-Market Buyers Determine B2B Export Success
B2B purchasing follows a long decision cycle. Buyers do not respond immediately to search-based campaigns. Instead, they observe, notice brands, and gradually build trust over time. For export-oriented companies, the 97% of buyers who are currently in a “non-buying” phase form the foundation of future demand.
# B2B Buyers Are More Self-Directed Than Ever
Recent reports show that the B2B buying journey involves fewer interactions and touchpoints. Buyers independently research through online content, webinars, and professional social networks.
85% of buyers clearly define their needs before meeting sales teams.
This creates a major challenge for companies that fail to establish early market awareness.
Familiarity Determines the Shortlist
80% of buyers already have a supplier in mind before starting their research.
90% choose from that initial list.
This explains why companies that focus solely on search advertising often lose to more familiar competitors.
Consequences of Focusing Only on the 3% In-Market Segment
Recommended actions:
Track share of mind* instead of focusing only on leads.
Demand Capture – Optimizing the 3% Actively Buying Audience
Demand Capture targets buyers with clear and immediate purchase intent. This is a short-term, highly competitive strategy, as buyers have already defined their needs. Companies must be visible at the exact moment of purchase intent. This approach works best with high-intent tools.
Core Demand Capture Tactics
Demand Capture delivers leads quickly. However, cost per conversion is high due to direct competition. Companies relying solely on this strategy will struggle to scale their market presence.
Recommended actions:
Demand Generation – Building Demand Before Buyers Enter the Market
Demand Generation focuses on the 97% of buyers who are not ready to purchase. This is the most critical group for building awareness, trust, and familiarity.
Foundations of Demand Generation
LinkedIn is the primary channel for international buyers. Analytical articles, short-form videos, and infographics help build credibility. Newsletters and in-depth resources nurture awareness of expertise and market understanding.
Podcasts, webinars, and industry-specific seminars are highly effective in industrial and manufacturing sectors. These formats deliver deep insights and place the brand firmly in buyers’ minds.
Why Demand Gen Creates an Advantage When Buyers Enter the Purchase Stage
Consistent content builds familiarity. Familiarity reduces perceived risk in buyer decision-making. When buyers begin researching, brands they have encountered repeatedly are automatically included in the shortlist. This is a strategic advantage that search advertising alone cannot create.
A Key Data Point
According to the Edelman Trust Barometer 2024, brand trust has a significant impact on B2B purchasing decisions. High-quality content on trusted platforms is a key driver of long-term credibility.
Recommended actions:
The “Brand Before Demand” Model for B2B Exporters
Plus84 proposes the Brand Before Demand model, built on Agile Marketing and AI. The objective is to establish strong brand recognition before focusing on demand capture.
Three Pillars of the Model
1. Brand Consistency: Maintain a unified message across all markets. Content frequency and quality determine brand recognition.
2. Content Distribution; Distribute content through the right channels and industry segments. LinkedIn, international email marketing, and trade shows are the three core channels.
3. Demand Engine: DX4Sales and Marketing Automation systems track buyer behavior and generate high-quality leads.
Recommended actions:
Practical Application – A 6-Month Roadmap Combining Demand Gen & Capture
This six-month roadmap is designed for companies aiming to optimize both brand awareness and conversion according to international standards.
Months 1–3: Brand Building and Demand Creation
Months 4–6: Accelerating Demand Capture
Combining Demand Generation and Demand Capture delivers a dual advantage: broad brand visibility and optimized high-intent leads. Plus84 commits to helping businesses reduce export marketing costs by 50% and increase lead conversion rates by 30% within the first six months.
Conclusion
B2B export success requires a long-term strategy and a smart marketing model. By addressing both the 97% not-in-market audience and the 3% in-market segment, companies secure a place on the shortlist when buyers enter the market. A balanced strategy that integrates Demand Generation and Demand Capture delivers superior results. This is a sustainable path that empowers Vietnamese businesses to expand confidently and proactively into global markets.