In-market describes accounts or buyers who are actively researching or preparing to purchase within a specific category. These buyers have moved beyond casual interest into meaningful exploration.
In B2B demand generation, identifying in-market accounts is critical for prioritising outreach, building TALs, and shaping campaign workflows. It helps marketing and sales focus on prospects with the highest likelihood of near-term conversion.
Signals of in-market behaviour often include increased content consumption, comparison research, or engagement with solution-specific assets. Recognising these signals early improves pipeline accuracy and sales efficiency.
