What is 95:5 rule in B2B?

The 95:5 Rule in B2B marketing is based on research by Professor John Dawes and the Ehrenberg-Bass Institute, and it fundamentally alters how businesses should approach their target audiences. This rule states that at any given time, only about 5% of buyers are actively in the market to make a purchase, while the remaining 95% are future buyers who are not yet in-market and will make purchase decisions based on their own evolving needs, not through the persuasion of marketers. This framework is valuable across both B2B and B2C industries, providing a guiding principle for structuring long-term marketing strategies.

Understanding the 95:5 Rule in B2b

The 95:5 Rule suggests that marketing has no control over when a buyer enters the market. Buyers bring themselves into the market based on their internal needs. Whether you're selling complex B2B software or simple consumer products, the same fundamental principles of buyer behavior apply. Only a small percentage of your potential audience is actively shopping for your product at any given time.

This rule goes hand-in-hand with another key marketing insight known as the NBD-Dirichlet Model, which is a mathematical law describing buyer behavior. This model, originally developed for Fast-Moving Consumer Goods (FMCG), like laundry detergent and toothpaste, has since been proven universally applicable to all categories, including B2B. It reinforces that buying decisions are not instantaneous, people are not always in the market, and marketing's influence is predominantly limited to brand preference rather than creating demand.

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The Misconception of Demand Creation in b2b

A persistent misconception in the marketing world is that businesses can create demand through aggressive nurturing or advertising. The reality, as proven by the 95:5 Rule, is that marketing can't create demand. Instead, it can only influence those who are already in-market to prefer one brand over another. While marketing efforts can expand a company's visibility and improve its chances of being remembered, it does not generate a need where none exists.

Practical Implications for B2B Marketers

For B2B marketers, this means their strategies should bifurcate their focus:

1. Performance Marketing: This targets the 5% of buyers who are currently in-market, offering product details, pricing, and competitive comparisons. This involves using tactics like paid ads, SEO, and retargeting to capture buyers who are actively researching or evaluating products.
2. Brand Marketing: This focuses on the remaining 95%, future buyers who aren't yet in-market but will be in the future. The goal is to keep your brand top-of-mind when they do enter the market. Tactics here include building awareness, trust, and familiarity through content marketing, brand storytelling, and consistent messaging.

Dynamic Nature of the 95:5 Rule in b2b

It's also essential to acknowledge that the 95:5 Rule is not static. The percentage of buyers in-market can vary across industries and product categories. For instance, in sectors with shorter sales cycles, the percentage of buyers in-market may be higher, and for industries with long purchase cycles (like SaaS or insurance), the in-market percentage might be closer to the 5% benchmark.

Dale W. Harrison, who popularized the 95:5 Rule for modern marketers, illustrates that this rule is a guideline, not a rigid law. In many cases, businesses can encounter scenarios where buyers, previously out of market, become buyers because of factors outside traditional sales cycles. For example, Harrison shares a personal story of discovering a product (ClockWise) not through active research but by chance when he saw an ad on LinkedIn that met a latent need he hadn’t yet identified.

Calculating the 95:5 Rule for Your b2b Business

To use the 95:5 Rule effectively in your own business strategy, you need to consider two key components:

• Inter-Purchase Period: This refers to how often buyers in your category make a purchase. For example, companies might change their software providers every five years, while consumer goods might have a much shorter interval.
• Decision Window: Once buyers enter the market, this is the period in which they make their purchase decision. Some industries have decision windows lasting only days, while others may take months.

By knowing your category's average churn rate and sales cycle, you can estimate the percentage of your target market that is in-market at any given time. For example, SaaS companies may see an average inter-purchase period of 60 months, with a decision window of 90 days. Based on this, the percentage of buyers in-market at any time is calculated as follows:

PercentageIn-Market=(12Inter-PurchasePeriodinmonths)×(DecisionWindowindays365)\text{Percentage In-Market} = \left(\frac{12}{\text{Inter-Purchase Period in months}}\right) \times \left(\frac{\text{Decision Window in days}}{365}\right)PercentageIn-Market=(Inter-PurchasePeriodinmonths12​)×(365DecisionWindowindays​)

For SaaS:

PercentageIn-Market=(1260)×(90365)=5%\text{Percentage In-Market} = \left(\frac{12}{60}\right) \times \left(\frac{90}{365}\right) = 5\%PercentageIn-Market=(6012​)×(36590​)=5%

This is why the 95:5 ratio is relevant across various industries, and understanding your category’s specifics can help fine-tune marketing strategies.

Why the 95:5 Rule Matters in b2b

The 95:5 Rule matters because it teaches marketers that spending all their energy trying to convert the 95% of future buyers is an inefficient approach. Instead, focusing on brand marketing helps businesses maintain visibility until that 95% becomes part of the 5% who are actively looking. It underscores the importance of patience, brand building, and creating familiarity through consistent, long-term marketing efforts. Content marketing's primary role is to build and reinforce brand associations, positioning the brand as an expert and reliable solution.

Marketers, it’s time we stop hiding behind the 95:5 rule.

Yes, the 95:5 rule—that only 5% of your market is in buying mode at any given time—is important. But how we interpret and apply it is where things often go wrong.

Here's what I keep seeing:
Marketers carve out part of their budget for the active 5% (in-market buyers), and the rest for the 95% (those not ready to buy). Fair enough.

But then?
They don't expect results from the 95%.

They assume brand campaigns and thought leadership pieces aimed at the so-called "future buyer" are purely long-term plays. That nothing should happen in the short term.

This is a critical mistake.
Because the 95:5 ratio isn’t static—it’s dynamic.

People enter and exit the market every day.

So yes, your brand campaign may be aimed at someone who isn't buying today.
But they might be ready tomorrow. Or next week. Or next month.

If you believe that your long-term brand work will only pay off "someday," you’re missing the point.

👉 Here’s the better way to think about it:
If your long-term campaigns don’t show any signs of traction in the first 4–12 weeks—engagement, recall, shifts in preference—odds are they won’t create any real impact long-term either.

Brand building is not a patience-only game.
It’s a relevance game. A timing game. An attention game.

So let’s stop using the 95:5 as a reason to wait, and instead use it as a reason to keep showing up consistently, with quality—because buyers move in and out of the market all the time.

Don’t split your strategy so rigidly between “now” and “later.”
If you’re not earning attention in the short term, you won’t win loyalty in the long run either.

Stop hiding behind the 95:5. Start respecting how it actually works.

Conclusion

In conclusion, the 95:5 Rule is a powerful reminder for marketers that most of their audience isn't ready to buy now, but they will be at some point in the future. Understanding of 95:5 is important in b2b marketing strategy. By creating a balanced strategy that caters to both in-market and out-of-market buyers, businesses can increase their chances of being the preferred choice when those future buyers enter the market. Marketing efforts should focus on building long-term brand awareness and trust while still targeting the immediate needs of those currently in the market.