The 95/5 Rule: Rethinking Reach and Timing
Jun 17, 2025 ·
23m 38s
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Description
At any given time, 95% of potential B2B buyers aren't in-market for your product. Only 5% are actively shopping. Most people your ads reach won't buy anytime soon. This week,...
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At any given time, 95% of potential B2B buyers aren't in-market for your product. Only 5% are actively shopping. Most people your ads reach won't buy anytime soon.
This week, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why the fundamental principle applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
John Dawes: The 95:5 Rule: https://johndawes.info/the-955-rule/
Tyrona Heath: Why You Should Follow The 95-5 Rule: https://tyronaheath.com/2022/08/11/why-you-should-follow-the-95-5-rule/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
show less
This week, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why the fundamental principle applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion.
Topics covered:
- [01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking
- [04:00] Why the rule makes sense for B2B but challenges B2C assumptions
- [07:00] How modern marketing overemphasizes tracking immediate conversions
- [09:00] Calculating the 95/5 rule for your specific category
- [12:00] Creative strategies that build memory structures for future buyers
- [14:00] Shifting from hunter to farmer mentality in advertising strategy
- [17:00] Brand versus performance marketing balance under this rule
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
John Dawes: The 95:5 Rule: https://johndawes.info/the-955-rule/
Tyrona Heath: Why You Should Follow The 95-5 Rule: https://tyronaheath.com/2022/08/11/why-you-should-follow-the-95-5-rule/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Information
| Author | Marketing Architects |
| Organization | Aiyanna |
| Website | - |
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