The 2026 B2B Buying Behavior Report
DEMANDSCIENCE EBOOK
Most “In-Market” Signal Never Convert to Pipeline
The ABM platform model is breaking down and not because the platforms are bad, but because intent signals alone do not reliably indicate which accounts will convert. DemandScience analyzed 5,903 companies researching demand generation solutions and found that only 62 qualified as genuinely in-market, exposing a 98.9% false positive rate that mirrors what most B2B demand gen programs fight every day. This report reveals the behavioral patterns that separate real buyers from background noise, why unbundling platforms creates an Integration Tax as costly as the Platform Tax it replaces, and how to evaluate ABM, intent data, and demand generation vendors on the only metric that matters: signal-to-pipeline conversion.
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