What the 95:5 Rule Means for B2B Marketing
B2B Marketing Directions
APRIL 2, 2023
In a 2021 paper published by The B2B Institute , Professor John Dawes, Associate Director at the Ehrenberg-Bass Institute for Marketing Science , described what has come to be called the 95:5 rule. The rule states that up to 95% of business buyers aren't in the market for many goods and services at any one time.
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