Why Your B2B Marketing Content Is Failing the 60% Who Aren’t Ready to Buy

Rebecca Thorburn wrote a brilliant post recently picking up on Kerry Cunningham’s work about the death of B2B discovery.

Her key takeaway?

Stop trying to drag the 60% (or more) of your market into a buying funnel when they aren't looking to buy.

Instead, serve the "pre-market."

Pre-market buyers aren’t actively looking for vendors today, but they are constantly building a mental map of trusted people, ideas, and solutions. When a trigger eventually hits them, they don’t do a Google search or download an eBook, they go to the mental shortlist of people they already know, like, and trust.

Rebecca hits the nail on the head regarding what needs to be done.

Where most B2B companies fail, and where it completely breaks down, is execution.

Marketing produces central "pre-market" content, drops it on a corporate blog or company LinkedIn page, and expects buyers to magically find it.

They won't.

Corporate pages don't build mental maps. People build mental maps.

If you want to own the pre-market, your frontline reps and subject matter experts need to be the ones actively building those relationships, sharing those insights, and sparking those early conversations in their own authentic voice, every single day.

That’s exactly why we built Azpertilo.

We don't replace your marketing content; we ground it.

Azpertilo takes your company’s core strategy, value propositions, and ICP insights and puts them directly into the hands of your sales team, enabling every rep to consistently post, comment, and engage in their own unique, human voice.

• Without reps spending hours staring at a blank screen trying to figure out what to write.

• Without turning your team into generic AI-clones spewing corporate noise.

• Without breaching corporate governance or brand compliance.

Pre-market positioning isn’t a content strategy problem, it’s a scale and trust problem.

If your reps aren't visible and trusted in target accounts before those accounts enter a buying cycle, you've already lost the deal before it starts.

What’s your take? Are your reps actively building that mental map with your future buyers, or are you still relying on a corporate brand page to do a human's job?