Divergent perspectives trail future effectiveness of the 95-5 Rule in marketing

By Zion Rufus

The 95-5 Rule, a burgeoning concept in the realm of marketing, has ignited discussions around its potential impact. This principle urges businesses to allocate their advertising efforts primarily toward potential buyers who are not immediate purchasers. While this counterintuitive approach challenges conventional thinking, experts are entrenched in a spirited debate over its advantages and drawbacks.

Where some championed the idea of investing in future cash flows through brand advertising, others emphasized the importance of both generating and capturing demand based on individual market dynamics.

At its core, the 95-5 Rule advises businesses to prioritize advertising toward potential buyers who are not inclined to make swift purchases. In addition, industry experts propose a paradigm shift in marketing strategy by embracing the “in-market/out-market” concept outlined in The 95-5 Rule. This approach intertwines customer-centric and finance-centric perspectives, aligning with CFOs’ views of sales concerning present and future cash flows.

While it may appear audacious to heavily invest in brand advertising directed at individuals unlikely to buy immediately, adopting this standpoint unveils the rationale behind targeting the 95% of the market that won’t make immediate purchases. These “out-market” buyers represent future cash flows pivotal to the stock price of publicly traded companies.

Recently, Dale W. Harrison initiated an exchange about the 95-5 rule on LinkedIn, contending that over 95% of potential buyers are not open to learning about products and their features.

In his analysis, many B2B marketers erroneously adhere to a 5:95 rule, expecting significant sales within the initial two weeks of a campaign through persuasion. Nevertheless, surveys conducted by the Ehrenberg-Bass Institute reveal that typically only 3% to 5% of the market is “in-market” at any given time, with the remaining 95% constituting future buyers who won’t buy or contemplate changing suppliers for months or years. In essence, marketers cannot generate demand without an existing need; buyers shift themselves in-market based on their requirements. Marketers are limited to either capturing demand from the 3% to 5% in-market or fostering awareness among the 95%+ potential buyers through brand awareness marketing.

However, disparate perspectives have surfaced concerning Harrison’s assertion.

David Kirkdorffer, an executive marketing consultant, suggests introducing novel ideas to alter buyers’ evaluation of problems. He proposes transitioning people from the 95% to the 5% by presenting new information that prompts them to reassess their assumptions, thereby engendering new demand.

Mark Holtom concurs with the 5:95 (or 1:99) concept and underscores the significance of identifying the 2-5% of people who are active buyers. He advocates for a more scientific approach of monitoring customers to detect significant life events and then engaging with those individuals.

Florian M Heinrichs, Founder and senior consultant, Client Friendly, contended that the “demand creation” aspect revolves around generating demand for a specific solution rather than for any other solution. He underscored the importance of channeling demand toward one’s own business efficiently by building early trust.

Mike Grinberg, Founder, CEO, Proofpoint Marketing, LLC emphasized the importance of affinity over awareness in the B2B sector. He suggested that due to the intricate nature of decisions, the buying committee, and high costs, businesses should concentrate on fostering affinity with potential customers.

J Adams, Principal Investigator RiboBio, countered these viewpoints by highlighting the significance of cultivating relationships and trust with potential customers, even among the non-5% actively seeking solutions. He argued that investing in relationships across the entire market can yield long-term loyalty and prosperity.

Mark Stouse, Chairman and CEO of ProofAnalytics.ai introduced the notion that marketing operates asynchronously across time and space, driving future demand that may not fit within the 5% snapshot. He also underscored the need to address customer pain points and position the company as the most adept solution provider.

In his submission, JT Bricker, Chief Strategy Officer at Shift Paradigm, introduced additional nuance to the discourse by asserting that while the 95-5 Rule might be applicable in certain markets, it may not universally suit all industries. Bricker suggested that some markets necessitate both demand generation and capture, with awareness campaigns highlighting the need for solutions.

Jake Fagan also offered a distinctive perspective by challenging the notion that consumer purchases are exclusively driven by necessity. He too suggested that human purchasing decisions are influenced by a range of factors beyond immediate need.

The 95-5 Rule presents a thought-provoking approach to marketing that encourages businesses to rethink their strategies.

As businesses navigate these diverse perspectives, finding the right balance between short-term sales and long-term relationships remains a crucial consideration in the ever-evolving world of marketing.