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B2B Marketing: The 95:5 Rule for Brand Recognition
What is the 95:5 Rule in B2B Marketing?
The 95:5 rule in B2B marketing suggests that only 5% of potential buyers are actively in-market at any given time, while the remaining 95% are not ready to purchase. This means brands must focus on long-term brand recognition by nurturing the larger 95% with helpful, consistent messaging, and not just conversion-driven tactics.
In the realm of B2B marketing, a pivotal transformation is underway. This transformation is reshaping how we engage with our audience, the way we navigate the buyer’s journey, and how we nurture our brands for lasting recognition. It’s known as the 95:5 rule, and it’s the cornerstone of long-term brand success in a fiercely competitive market.
What does the 95:5 rule mean for B2B marketers?
The 95:5 rule challenges the traditional sales funnel approach by revealing that only a small percentage of your audience is actively buying, while the majority are not in-market, yet still influenceable.
It states that a mere 5% of B2B buyers are actively seeking a purchase at any given time. Yes, just 5%. The majority, the remaining 95%, are not in an immediate buying mode. So, why does this matter?
Step 1: Rethink Your B2B Marketing Objectives
The first step in leveraging the 95:5 rule is to rethink your objectives. The most significant implication here is that your digital marketing efforts are about the long term, not instant gratification. In the B2B world, where the journey is more of a marathon than a sprint, patience is key.
To achieve this, objectives need to be multifaceted. It’s not just about conversion rates or immediate ROI. It’s about building credibility, fostering trust, establishing thought leadership, and most importantly, ensuring that when the 95% are ready to buy, your brand is their first and most trusted choice.
Some example Objectives include:
- Brand Awareness: Launch a monthly webinar series addressing industry challenges to position your brand as a thought leader.
- Engagement: Develop interactive content, such as quizzes or polls, to engage with potential customers and understand their needs better.
- Trust Building: Showcase customer testimonials and case studies prominently on your website and social channels, highlighting real-world success stories.
- Education: Create a series of downloadable guides or eBooks that tackle common industry problems, offering solutions and insights.
Step 2: Rethink Your B2b Marketing Creatives
Gone are the days of shouting “buy now or miss out!” Instead, shift your focus to creating brand awareness and recognition. Your prospective B2B leads, like any shopper, are more likely to engage with familiar brands. Your creatives should aim to make your brand a household name within your customer base.
This means moving beyond surface-level promotions. Dive into storytelling, highlight real-world solutions your product offers, share testimonials, or provide value through educational content. In essence, make every interaction with your brand memorable and valuable, ensuring a lasting positive impression.
Ways to Enhance Creatives:
- Storytelling: Share the story of how your company was founded, the challenges you’ve overcome, and the values you stand for.
- Solution Highlighting: Design infographics that visually depict how your product or service solves specific industry challenges.
- Value Addition: Host Q&A sessions or AMA (Ask Me Anything) events where potential clients can get direct answers to their questions.
- Authentic Engagement: Use real user-generated content (with permission) in your marketing campaigns to showcase genuine product experiences.
Step 3: Rethink Your B2B Marketing Distribution
Hyper-targeting is not the name of the game. Waiting until the buyer is in-market is too late. You need to prime the market long before that moment arrives. Instead of hyper-focusing on the 5%, take a broader approach. Reach out to both the 5% and the 95%. In other words, target the category and reach all potential buyers.
Expanding reach involves being present at multiple touch-points in a customer’s journey—be it through content marketing, social media engagements, webinars, or industry events. The goal is to maintain a consistent and helpful brand presence, gently guiding the 95% towards considering your brand when they’re ready.
Some distribution strategies include:
- Content Diversity: Beyond just blog posts, explore podcasts, video content, or even interactive webinars to cater to diverse audience preferences.
- Social Media Presence: Don’t just limit to LinkedIn for B2B. Explore platforms like Twitter for real-time engagement, or even Instagram for visually showcasing products or behind-the-scenes company culture.
- Retargeting Campaigns: Use retargeting ads to stay in front of potential clients who have interacted with your brand but haven’t converted yet.
- Collaborations & Partnerships: Collaborate with non-competing brands in your industry for joint webinars, content swaps, or co-sponsored events to expand your reach.
What impact does the 95:5 rule have on Brand Awareness?
Embracing the 95:5 rule helps position your brand top-of-mind when future buyers are ready to make a decision, leading to stronger brand recall, trust, and long-term growth. It’s long-term brand awareness and recognition. Your brand becomes the ‘go-to’ solution in the minds of your audience. It’s not just a strategy; it’s the secret to becoming unforgettable in the B2B world.
Final Thoughts
By rethinking your objectives, focusing on creative and memorable campaigns, and broadening your distribution, you’re not just adopting a strategy; you’re becoming the brand that remains top of mind.
So, as you embark on this journey to reach the 95%, remember that the real magic happens when your brand is more than just a name. It’s a familiar face, a trusted partner, and a solution that your audience relies on. Looking to improve your marketing efforts? Check out our services page and get help from the experts.
Article by
Ben Kinnaird
General Manager / Sports Nut / Dad
Our captain of operations, Ben has over 15 years of experience in sales, marketing and all things digital. Before joining SDM in 2014, Ben worked as the Head of Marketing for Reebok APAC.[…]
Article by
Simon Gould
CEO / Founder / Dad
Founder and leader, Simon established SDM back in 2012. Since then, he has helped 150 clients (and counting) to achieve their digital goals.[…]