The magic formula of 95-5: how to promote your brand in the B2B market?

THE MAGIC FORMULA OF 95-5: HOW TO PROMOTE YOUR BRAND IN THE B2B MARKET?

Let’s start by debunking the common lie: “Ads must work immediately!”

In the fast-paced world of business, understanding the dynamics of consumer behavior is critical to success.

A staggering 95 percent of potential buyers are not actively searching for products or services at any given time. This revelation forms the basis of Rule 95-5, which has profound implications for advertising strategies in today’s competitive scenario.

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If you thought that advertising was the magic tool to allow your strategy to make immediate conversions, this article is perhaps not for you.

The hard truth is that 95 percent of your B2B customers are not “in-market” ones. Any self-respecting strategy starts with an in-depth analysis of the target audience and, of course, focuses all its efforts on reaching them.

But have we ever thought about the 95 percent of potential customers who are not interested in our product/service?

This apparently simple reasoning actually has a huge impact on advertising. In fact, our ads mainly reach B2B buyers who won’t be buying any time soon: so what could be the trick to reach the audience furthest from our ad?

We are going to tell you the precious answer: building relevant and memorable links for our brand.

If our brand is able to build valuable messages over time that allow users to remember us, our product / service will certainly become more competitive: the chances that our adverts will come back to the consumer’s mind over time are very high and, hopefully, profitable.

Rule 95-5 defies conventional wisdom by suggesting that most advertising efforts are aimed at business-to-business (B2B) buyers who are not currently in the market. However, behind this counterintuitive concept lies a principle crucial to brand success: the power of memorized bonds.

Advertising serves as a tool to establish and strengthen memorized bonds with potential buyers. These bonds are dormant until buyers enter the market, at which time they stimulate consideration of the brands they have been exposed to over time. Picture a scenario where a company invests heavily in advertising, ensuring that its brand remains prominent in the minds of consumers. When these consumers finally decide to make a purchase, the memorized bonds cultivated through effective advertising come to life, directing their attention towards the advertised brand.

However, it is definitely not a simple activity, we are talking about the insidious B2B market after all: how do we break the very long purchasing cycle?

Let’s take an example: have you recently purchased something significant for your company? Perhaps a new phone system, payroll software, Salesforce IT support, or simply new office carpet?

If the answer is yes, you’ll know that you won’t be searching for these same items again for a while.

The purchasing time in the B2B market is long (very long): as a rule, we change our service providers, as happens to major banks or law firms, on average every five years.

But unfortunately only 20 percent of buyers are “in-market” over the course of a year: 95 percent are not in the market. Our ad must therefore be able to build messages that are relevant to the brand in the long term.

To capitalize on the 95-5 rule, businesses must therefore create advertising campaigns that effectively create and reinforce relevant brand memories.

Here are some key strategies to improve advertising results:

  1. Consistency and repetition. Sharing a consistent brand message across various advertising channels to ensure repeat exposure is key. Consistency fosters familiarity and trust, making the brand more attractive when buyers are ready to make a purchase.
  2. Emotional appeal. Emotional connections serve as powerful memory triggers, increasing the likelihood of remembering the brand when the need arises.
  3. Differentiation. Highlight unique selling points and competitive advantages to differentiate the brand from competitors: highlighting distinctive features or benefits helps create stronger memorized bonds and increases consideration of the brand during the purchase decision.
  4. Multi-channel approach. Using a variety of advertising platforms, including social media, print, television and digital marketing, to reach potential buyers across various touchpoints allows for consistent exposure across multiple channels, improving memory formation and recall.
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By embracing these strategies, businesses can navigate the complexities of Rule 95-5, positioning themselves as prime choices when buyers are ready to make a purchase. Understanding the importance of memorized connections in shaping consumer behavior allows brands to design advertising campaigns that leave a lasting impression, ultimately driving growth and success in the marketplace.

So is the 95-5 rule a rule or a deception?

Neither of them. The truth is that most companies, for many of the products/services offered, are simply not present on the market (in certain periods, more or less long).

Our ads therefore should not push immediate purchases, but build valuable bonds over time, linked to our brand.

The aim of the ad must therefore be to attract the consumer’s mind (gradually, step by step), so that the message can be remembered permanently.

Let’s remember: advertising must be seen and, above all, remembered, in the long term. Companies that manage to build “mental availability” enjoy a lasting advantage that is difficult for competitors to overcome.

The invitation is therefore to break the mold: to grow our B2B brand on LinkedIn, we break the mold of traditional thinking, investing for the future and building a history relevant for users and the brand.

Let’s imagine driving an Aston Martin purchased thanks to an advert seen at the age of 13. Amazing, right? But… Aston Martin hasn’t advertised for at least 10 years!

So what is the trick? Memorability.

The ads that last the longest are the ones that have the power to influence our purchasing decisions… years and years later.

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Cerea

+39 0442 07 0007
info@squaremarketing.it

Via Guglielmo Oberdan 10
Cerea (VR)

Milano

+39 345 214 73442
info@squaremarketing.it

Via Copernico, 38
Milano

Dubai

Square Marketing Middle East - FZCO
info@squaremarketing.it

IFZA Dubai -Building A1, Dubai Digital Park,
Dubai Silicon Oasis, Dubai, United Arab Emirates

Cerea

+39 0442 07 0007
info@squaremarketing.it

Via Guglielmo Oberdan 10
Cerea (VR)

Milan

+39 345 214 73442
info@squaremarketing.it

Via Copernico, 38
Milan

Dubai

Square Marketing Middle East - FZCO
info@squaremarketing.it

IFZA Dubai -Building A1, Dubai Digital Park,
Dubai Silicon Oasis, Dubai, United Arab Emirates

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