If you're only
marketing to people who are ready to buy today, you're missing the bigger
picture and most of your market.
The
Ehrenberg-Bass Institute, working with the LinkedIn B2B Institute, has a simple
principle that’s reshaped how many marketers think: the 95/5 Rule. At
any given time, only 5 percent of your audience is in-market, actively
looking to buy. The other 95 percent aren’t ready yet but they will be.
What does that
mean for your marketing?
It means brand
building isn’t a nice-to-have. It’s how you stay in the game. Because when that
95 percent eventually enters the market - six months from now, or even a year -
your job is to make sure you come to mind first.
Lead gen can’t
do that. It’s too short-term. It’s about timing. Brand is about memory. And
memory is what matters when timing finally lines up.
I’ve seen too
many businesses over-focus on activation. They optimize for the now, and
neglect the future. The irony? This quarter’s conversions often started with a
brand touchpoint from months ago.
So no, the 95 percent aren’t a waste of money. They’re your future. And ignoring them today means they’ll ignore you tomorrow.
Let us help. Call us now at +60378901079 or visit us at roar-point.com
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