THE MAGIC FORMULA OF 95-5: HOW TO PROMOTE YOUR BRAND IN THE B2B MARKET?

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Let’s start by debunking the common lie: “Ads have to work right away!”

In the fast-paced world of business, understanding the dynamics of consumer behavior is critical to success.

A staggering 95% of potential buyers are not actively searching for products or services at any given time. This revelation forms the basis of the 95-5 rule, which has profound implications for advertising strategies in today’s competitive landscape.


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If you thought that advertising was the magic tool to allow your strategy to make immediate conversions, this article perhaps is not for you.

The harsh truth is that 95% of your B2B customers are not “in-market”. Any strategy that respects itself begins with a thorough analysis of the target audience and, of course, focuses all its efforts on hitting them.

But have we ever thought about the 95% of potential customers who are not interested in our product/service?

This seemingly simple reasoning actually has a huge impact on advertising. Our ads, in fact, mainly reach B2B buyers who won't buy any time soon: what could be the trick to reach the audience furthest from our ad?

We reveal the precious answer: building relevant and memorable connections for our brand.

If our brand is able to build valuable messages over time that allow users to remember us, our product / service will certainly become more competitive: the chances that over time our ads will resurface in the mind of the consumer are much higher and, hopefully, fruitful.