The 95:5 Rule – Why B2B Growth Starts Long Before the Purchase

Attributed - A podcast by Dreamdata

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.

To stay updated on all things Dreamdata and B2B go-to-market:

👥 Follow us on LinkedIn: Dreamdata

💬 Join Our Community on Slack: Dreamdata Community

🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.

🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io