An interesting observation is the definition of the 95-5 rule , which is applicable to B2B marketing, which should be kept in mind when designing advertising campaigns targeted at business recipients.
Many people think that marketing works in such a way that it moves potential customers down the funnel through persuasion and explanation of the benefits of the product. Additionally, it turns out that 95% of B2B marketers expect sales results within the first two weeks of the campaign.
Meanwhile, research from the LinkedIn B2B Institute shows that B2B marketing works exactly the opposite way, as only 5% of potential buyers are currently in the market and want to make a purchase. This means forex data that 95% of potential B2B buyers we are trying to reach with our offer are out of the market and will not buy for months or even years. And contrary to popular belief, you cannot convince them to "go shopping" because they already have what we are selling and do not plan to make changes in the near future.
So what to do?
Focus on the 95% outside the market and be patient. It turns out that marketing conducted in this way is a long-term investment that will increase future sales.
Why?
Because the brand that will be remembered by the buyer is the brand that they can buy when they enter the market. If they have a purchase need, then they will buy the product that they remember earlier. So although you can't push those 95% of potential buyers further down the funnel through advertising, you can "catch" them now for future purchases when they enter the market. However, if we don't do it now, then when they enter the market, it will be too late.
It is therefore worth categorizing ads and targeting them both to the 5% that are currently in the market and the 95% that are outside the market but will enter it in some time.
What conclusions can be drawn from the 95-5 rule?