These answers cover reaching B2B buyers early.

Most start with a list. In a Bain & Company survey of 1,208 buyers at US companies, 80 to 90% had a set of vendors in mind before they did any research. The same research found that 90% of those buyers went on to choose a vendor from that day-one list. 6sense's 2025 survey of nearly 4,000 buyers, a fifth of them in the UK and Ireland, found the winning vendor was already on the day-one shortlist 95% of the time.

Professor John Dawes of the Ehrenberg-Bass Institute estimates that something like 5% of business buyers are in the market in a given quarter, a rule of thumb that varies by category. He derives it from how rarely companies change suppliers such as their bank, and his paper calls it a heuristic: a category bought more often has more of its buyers in the market each quarter.

Not by job title, so each is aimed another way. Streaming TV is aimed by household, using business data where a seller offers it. Outside the US, Dun & Bradstreet's audience segments are firmographic (company size, industry and location), and LinkedIn's job-title targeting for TV is available in the US and Canada only. ChatGPT ads are matched to what the conversation is about, using context hints you supply, plus location and platform. OpenAI offers no job-title, company or industry targeting, and customer-list audiences need at least 25,000 matched users.

You can, but each platform enforces it within its own inventory only, so the aggregate exposure for a household appearing on several channels is the sum rather than the maximum. Setting four on four channels permits up to sixteen. There is no configuration that fixes this from inside the platforms, because none of them can see the others.