Founder @ Marketing Waiting Room™ - Master the time lag. Lead the market | Marketing Strategist | Content Creator
The 95:5 rule should reset your marketing strategy. If it doesn't, you either don’t get it or you’ve been doing it right without realising. The 95:5 rule isn’t just a stat - it’s a blueprint for smarter marketing. This should help you see that marketing has two essential parts: 1. Being remembered and considered in key buying situations 2. Being easy to buy _______________ -- PART 1 -- I call it creating a “marketing waiting room” in your future buyers’ minds. You can’t control when people buy but you CAN control if and how they remember your brand. So you need to create strong memory structures. But you need to acknowledge that most of the time, humans aren’t actively paying attention and processing rational information. This costs too much mental effort. So you use subtle emotional cues to make your brand a mental shortcut when the decision window opens. This should make you prioritise things like: > Identify key buying situations: Understand when and why your product becomes relevant (category entry points) > Solid brand story and messaging: Create clear and concise messaging around these moments so it’s easy to process and remember. > Creative, distinctive and memorable brand assets: make your brand easy to recognize and remember by using unique visuals, sounds, or ideas that always connect back to your brand -- PART 2 -- Remove friction and make your product the obvious choice when buyers are ready. This requires a deep understanding of your category’s buying process: > Who is involved in the decision? > What are their objections? > What matters most - price, functionality, packaging, or something else? This should make you prioritise things like: > Collaboration with customer-facing roles: Work closely with sales, customer success, and other teams to gather insights into buyer behaviour. > Feedback loops: Constantly refine your product, pricing, and messaging based on what you learn. > Ungate content: optimise for delivering enough information for buyers to make a confident decision instead of capturing leads _______________ Ultimately, this changes everything: how you spend, measure, hire, and prioritize. Trust me - it’s a big deal. What’s your focus for 2025? 😈
Is it 95/5 or 97/3. Can't keep up with the creators on LinkedIn....
why 'doing it right without realizing'? We have known forever that most potential buyers are not in the category right now, and that we should differentiate our communication by buyer readiness stage, aka the purchase funnel. What else is brand building than 'building memory structures' so that, when people are in the market, they will remember you?
Justyna Ciecierska Have you seen this actually used in practice? To me this is still more a thought experiment/heuristic than a precise calculation.
This rule is literally (or should be) the mantra of B2B marketing
SO glad to see UX concepts like friction finally being valued in the marketing space. Its amazing how much more effect you can in sales by removing a few key roadblocks
Great isnights! I totaly love the 95/5 rule. In my opinion, the lack of awareness of its occurrence is very costly for business owners. It results in too much emphasis on short-term activities with neglect of brand building.
Another rule... Is this something about CEPs (Ehrenberg-Bass)? I have my own rule and it's even more precise and scientificated. It's 92,7:7,2 with a 0,1 remainder. That's the sweet thing about it. Hower, I cannot reveal so much power to the world
"marketing waiting room" - love this term! :)
Superb method of achieving the goal... I particularly like the part about opening up on the information you offer, not just collecting leads. 👏
Founder @ Marketing Waiting Room™ - Master the time lag. Lead the market | Marketing Strategist | Content Creator
1dThank you for reposting Steffen Saemann!