Why are only 12% of emails, and 0.3% of ads seeing engagement? Most B2B marketers seem to be furiously running A/B tests and testing new channels assuming it’s a content or reach problem. But it’s not an issue with what you’re sending or how you’re sending it, it’s an issue with who you’re sending it to.
Ultimately, even if you can reach your entire target audience, only a fraction of them will be in buying mode. This small fraction that are actively looking for organisations like yours are what we call the Total Active Market (TAM). According to our figures, only between 2-5% of your audience are part of your TAM at any one time.
That’s why so many aren’t engaging with your marketing. Because, even though they may be in the market for your product or service, they aren’t looking for it right now. It’s a case of the right message, to the right person, but at completely the wrong time.