The 95-5 Rule
Ehrenberg-Bass Institute
Only 5% of your market is buying right now. The winners market to the other 95%.
What it is
Research showing that at any moment, only ~5% of your addressable market is actively in-market. The other 95% will buy later — from whoever they remember when the moment arrives.
How we weaponize it
We rebalance B2B and high-consideration clients away from pure lead capture toward brand building for the 95%: category POV content, memorable distinctive assets, and consistent presence — so when buyers enter the market, we're the default call.
Out-of-the-box example
We rebuilt a B2B client's plan around the 95% — brand stories, a sharp category point of view, zero gated PDFs. Nine months later: 3.4x qualified pipeline, and sales calls that start with 'we've been following you for months.'
Want The 95-5 Rule applied to your funnel?
This is one of twelve frameworks we run on every engagement. The diagnosis call tells you which three matter most for you.
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