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A 95-5 rule for B2B advertising effectiveness

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New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.

It might surprise you to learn that up to 95% of business clients are not in the market for many goods and services at any one time.

This is a deceptively simple fact, but it has a profound implication for advertising. It means that advertising mostly hits B2B buyers who aren’t going to buy anytime soon.

And in turn, that tells us about how advertising works: it mainly works by building and refreshing memory links to the brand. These memory links activate when buyers do come into the market. So, if your advertising is better at building brand-relevant memories, your brand becomes more competitive.

Wawa Gilewski Market Intelligence