Buying Committee
Myth:One MQL equals one opportunity.
Evidence:Typical enterprise purchases involve 6-11 stakeholders; single-contact scoring systematically misreads deal readiness.
Group size scales with deal value and risk, not with company size alone.
Gartner / CEB · 2019 · Independent Analysis
Channels: sales · content · email
Buying Committee
Myth:Buyers are 70% through the journey before contacting sales.
Evidence:Buying is looping, not linear: buyers revisit the same jobs repeatedly and contact suppliers throughout, so the single 70% number is misleading.
95:5 Rule
Myth:Your entire B2B budget should chase in-market buyers.
Evidence:At any moment only ~5% of business buyers are in-market; the other 95% are future buyers who must be reached now to be remembered later.
Budget Allocation
Myth:B2B should spend almost everything on lead gen.
Evidence:Long-run profit is maximised near a 46% brand / 54% activation split in B2B, versus 60/40 in B2C.
Distribution mechanics
Myth:"Link in comments" is a busted hack — LinkedIn stopped penalising outbound links.
Evidence:Outbound links in the post body still suppress reach. Algorithm InSights (1.8M posts) puts the body-link penalty near 50% of organic reach, and controlled A/B tests show first-comment placement recovering most of it: GrowthRocks measured 2.9x reach for link-in-comment in round one and 1.8x in round two — with more clicks, not fewer.
Time Horizons
Myth:Quarterly performance reporting captures campaign value.
Evidence:Brand effects accumulate over 6+ months; measurement windows shorter than two quarters systematically undervalue brand and overvalue activation.
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