Most B2B marketing focuses on capturing buyers ready to purchase right now. But what if 95% of your potential customers aren’t in the market yet?

This isn’t just a theory, it’s backed by marketing science.

Professor John Dawes, who coined the 95:5 Rule together with LinkedIn, joins us live to explain why long-term brand building is the key to sustained B2B growth.

We’ll also draw on insights from the Ehrenberg-Bass Institute, one of the world’s leading marketing science research centers, to challenge conventional thinking about how B2B marketing really works.

We’ll discuss:

- What the 95:5 Rule means for your marketing strategy

- Why most of your buyers aren’t actively looking to buy—and what to do about it

- How mental availability influences future sales

- The balance between short-term tactics and long-term brand-building

- Other key learnings from Ehrenberg-Bass Institute that every B2B marketer should know

If you’re responsible for B2B marketing strategy or growth, this is a session you don’t want to miss.

Follow John Dawes on LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/

Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/

Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

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