Understanding the 95:5 rule in B2B marketing

Did you know that up to 95% of your potential business clients aren’t looking to buy right now? It sounds like a small detail, but it has a huge impact on how advertising actually works. Most of the time, your ads aren’t reaching buyers who are ready to make a decision – they’re reaching people who will be ready someday.

That’s why great advertising isn’t just about quick wins. It’s about creating strong, lasting memories of your brand so that when those buyers do enter the market, you’re the first name they think of.

So, here’s the real question: is your advertising building those all-important brand memories?

The 95:5 rule

At any given time, only 5% of B2B buyers are actively seeking a purchase. That leaves a staggering 95% who aren’t in-market, but that doesn’t mean they’re not important. In fact, they’re the key to long-term success. Why? Let’s use this story as an example…

Two procurement managers are chatting at a conference. The first one says, “We just signed a deal with Acme Corporation.”

The second one nods. “Oh yeah? What made you choose them?”

The first manager pauses. “You know, I couldn’t tell you the exact moment. But I’ve seen their name in industry reports, read a few case studies and their CEO spoke at a webinar I attended last year. When we started looking for a supplier, they just felt like the obvious choice.”

B2B marketing doesn’t just chase immediate sales – it builds familiarity and trust over time. By the time a buyer enters the market, the decision is often already half-made.

To stay top-of-mind, your brand needs to be associated with relevant buying situations long before buyers are ready to make a purchase. The moment they start searching, your brand should already feel like a natural choice. If they only discover you when they’re in-market, you’re already at a disadvantage.

Focus on the 95%

Marketers don’t move buyers in-market. Buyers move themselves in-market when their needs change. For example, if a manufacturing company just signed a multi-year contract with a logistics provider last week, that need is off the table. No amount of marketing can convince them to switch right now.

The real power of marketing lies in influencing future sales by shaping future buying decisions. How? Let’s take you through it.

1. Redefine your marketing objectives

The 95:5 rule shifts your focus from short-term wins to long-term success. In B2B marketing, patience is key. Remember, it’s a marathon, not a sprint.

Instead of focusing solely on conversions and immediate ROI, your objectives should include:

• Brand Awareness
• Engagement
• Thought Leadership

2. Revamp your marketing creatives

Forget the “Buy Now or Miss Out!” messaging and instead focus on creating brand awareness and recognition. Your potential buyers – just like any consumer – are more likely to engage with brands they’re familiar with.

Your creatives should aim to make your brand a trusted name in your industry. This means:

• Incorporate brand storytelling into your content
• Show how your product/service solves key industry challenges
• Add value through interactive sessions such as webinars

3. Refocus your marketing distribution

Hyper-targeting only the 5% who are in-market is a mistake. If you wait until buyers are actively looking, you’re already too late. Instead, focus on broadening your reach to both the 5% and the 95%.

This means ensuring your brand is present across multiple touchpoints throughout the customer journey:

• Diversify your content between long form text, video, podcasts, etc.
• Diversify your social media presence – don’t just use LinkedIn. 
• Keep your brand top-of-mind with ads targeting past website visitors.
• Partner with non-competing brands for joint webinars, content swaps or co-sponsored events.

Embracing the 95:5 rule means playing the long game. When you focus on building brand awareness and trust, your brand becomes the go-to choice when buyers finally enter the market.