B2B Branding - What's the Playbook?

In bto b, everyone is very focused on figuring out whos in mark basedo some sort of intent signal and converting them. But i think what we've learned through the research is that ti's just actually a very, very small opportunity. Something like five percent of people are in market. 95 % of people are out of market. So how can you influence this much bigger, much more valuable segment of future buyers? It's an arbitrage opportunity. If everybody else's working on the five %, you could be the only ones talking to the 95 %.