--- title: "Reaching B2B buyers early: questions | AdBuyMCP" description: "These guides explain why most B2B buyers have vendors in mind before they search, where the 95-5 rule comes from and how far one frequency cap can reach." url: "https://adbuymcp.com/faq/reaching-b2b-buyers-early" --- [Home](https://adbuymcp.com/) / [Questions](https://adbuymcp.com/faq) / Awareness guides Reference # These answers cover reaching B2B buyers early. The guides on reaching B2B buyers early explain why most buyers have vendors in mind before they search and how often a market can be planned to see you. Read on for whether buyers really choose before they search, where the 95-5 rule comes from, whether streaming TV or ChatGPT ads can target job titles in the UK and whether one frequency cap can cover every platform. - **questions in this group**: 4 - **pages the answers come from**: 2 - **questions in the whole index**: 180 [Get my plan and price](https://adbuymcp.com/start) [Book a 30-minute call with the founder](https://adbuymcp.com/contact#book) Free, with no card. We read your homepage, draft who buys from you and show your monthly price before you create an account. Nothing is bought until you've approved the plan and the ads. In this group [Most B2B buyers have vendors in mind before they search](https://adbuymcp.com/faq/reaching-b2b-buyers-early#uk-media-buying-for-b2b-marketers) [Why cross-channel frequency capping rarely happens](https://adbuymcp.com/faq/reaching-b2b-buyers-early#frequency-capping-across-channels) [The rest of the questions](https://adbuymcp.com/faq/reaching-b2b-buyers-early#the-rest) Go deeper [See all 20 guides](https://adbuymcp.com/guides) 3 Questions ## Most B2B buyers have vendors in mind before they search [Read the page these answers come from](https://adbuymcp.com/guides/uk-media-buying-for-b2b-marketers) ### Do most B2B buyers really choose vendors before they search? 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. ### Where does the 95-5 rule come from? 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. ### Can streaming TV or ChatGPT ads target job titles in the UK? 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. 1 Question ## Why cross-channel frequency capping rarely happens [Read the page these answers come from](https://adbuymcp.com/guides/frequency-capping-across-channels) ### Can I just set the same cap on every platform? 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. [See all 20 guides](https://adbuymcp.com/guides) If an answer here raises a question about your own market, bring your numbers and ask. [Book a 30-minute call with the founder](https://adbuymcp.com/contact#book) The rest of the questions ## Questions are grouped by subject Each question sits in one of 21 groups, and the index lists all 180. - [Using the guides 4](https://adbuymcp.com/faq/using-the-guides) - [Buying the awkward channels 20](https://adbuymcp.com/faq/buying-the-awkward-channels) - [Measurement and operations 21](https://adbuymcp.com/faq/measuring-and-operating) - [What the words mean 4](https://adbuymcp.com/faq/what-the-words-mean) - [How-to procedures 11](https://adbuymcp.com/faq/doing-it-step-by-step) [See all 180 questions in the index](https://adbuymcp.com/faq) [Using the guides](https://adbuymcp.com/faq/using-the-guides) [Buying the awkward channels](https://adbuymcp.com/faq/buying-the-awkward-channels) Your plan and price ## See what your market costs at 3, 5 or 12 times a week Give us your company website or work email. We draft who buys from you, you confirm your market and pick 3, 5 or 12 times a week, and you see one all-in monthly price across out-of-home, streaming TV, podcasts and ChatGPT ads. Talk your market and your plan through with James Rooney, who built AdBuyMCP and wrote its code. [Get my plan and price](https://adbuymcp.com/start) [Book a 30-minute call with the founder](https://adbuymcp.com/faq/reaching-b2b-buyers-early#book) Free to price, with no card. Media is bought only after your plan, ads and start date are confirmed with you. [See how the price is worked out](https://adbuymcp.com/pricing) Pick a slot ยท cal.com/adbuymcp/discovery Live calendar Calendar not loading? [Open it on cal.com](https://cal.com/adbuymcp/discovery) or email [hello@adbuymcp.com](mailto:hello@adbuymcp.com).