The 95/5 Rule: Rethinking Reach and Timing

At any given time, 95% of potential B2B buyers aren't in-market for your product. Only 5% are actively shopping. Most people your ads reach won't buy anytime soon.

This week, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why the fundamental principle applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. 

Topics covered: 

• [01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking
• [04:00] Why the rule makes sense for B2B but challenges B2C assumptions
• [07:00] How modern marketing overemphasizes tracking immediate conversions
• [09:00] Calculating the 95/5 rule for your specific category
• [12:00] Creative strategies that build memory structures for future buyers
• [14:00] Shifting from hunter to farmer mentality in advertising strategy
• [17:00] Brand versus performance marketing balance under this rule 

 





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Resources: 
John Dawes: The 95:5 Rule: https://johndawes.info/the-955-rule/ 
Tyrona Heath: Why You Should Follow The 95-5 Rule: https://tyronaheath.com/2022/08/11/why-you-should-follow-the-95-5-rule/
 

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