95% of your buyersaren't in the marketStop marketing like they are

M
ost B2B budgets chase the 5% already in-market. We build the brand memory that gets you shortlisted before the RFP exists.
The B2B buyer landscape. Only 5% of your target audience is actively searching for solutions at any given time.
95%
5%In-market
Brand
memory
builds
tomorrow
95%Not in-market
What we do

Built to be remembered

Brand Strategy &
Research
Brand Positioning &
Message Architecture
  • Category Entry Point Mapping
  • Buyer & Buying-Committee Research
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Distinctive
Identity
Brand Identity &
Visual Systems
  • Distinctive & Fluent Devices
  • Verbal Identity & Tone of Voice
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Content &
Category Narrative
  • Thought Leadership & Category Narrative
  • Communication Development
  • ESG & Sustainability Communications
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Brand-Led
Growth Activation
  • Integrated Brand + Demand Campaigns
  • Account-Based Marketing
  • Digital & Search Presence
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Our growth engine

How the 95% becomes the 5%

A four-step operating rhythm for brands that want to be remembered
01
diagnose
Where you actually sit in your buyer's mind today, and how often your category even buys.
02
position
The category ground you'll own, and the story that makes it defensible.
03
build
Identity, message and distinctive assets built to be remembered, not seen once.
04
compound
Consistent activation across every channel your buyer already trusts.
How we work
We stay long enough
to compound
We build for compounding results, not a quarterly reset.
We speak business, not just brand
Every recommendation gets translated into what it means for pipeline, retention and valuation — not the mood board.
We work inside your sales motion, not beside it
Marketing and sales share one map of the buyer journey, not two competing scorecards.
About

Led by experience

“

Creativity is most powerful when it is grounded in strategy, shaped by insight, and judged by outcomes.— Vineet Kindra, Founder

Syncwhite is founded and led by Vineet Kindra — 25+ years at the intersection of brand and revenue, strategy and execution.

Syncwhite is structured around decisions and outcomes — not roles and deliverables. Small, senior-led teams. Direct ownership. You work directly with the people responsible for results.

Category positioning25+ years’ experienceOutcome-led
Get in touch

Let's find
your 95%

I
f your buyers aren't ready to buy yet — and most of them aren't — that's exactly the problem we solve. Sharper positioning, a category story worth remembering, or campaigns built for recall, not just this quarter's pipeline.
Email
vineet.kindra@syncwhite.in
Website
syncwhite.in
Based in
Gurgaon, India — working across markets
We respond within one business day. Your details go directly to Vineet.
* The 95:5 principle — that most B2B buyers aren't actively in-market at any given time — originates with Prof. John Dawes (Ehrenberg-Bass Institute) and was popularised by Peter Weinberg and John Lombardo, formerly of the LinkedIn B2B Institute, now at Evidenza. The exact ratio varies by category: Evidenza's own research found cybersecurity, CRM and cloud buyers turn over within five years, while ERP buyers can take closer to a decade. We treat 95:5 as a directional principle, not a fixed number, and calibrate it per client category.