All posts
The B2B Branding Imperative
Win the 95% to Earn the 5%
Published
Apr 11, 2025
Topic
B2B
The B2B Branding Imperative: Win the 95% to Earn the 5%
In the world of B2B marketing, there’s one inconvenient truth marketers often forget: most buyers don’t care about you. Not yet, anyway.
They’re not refreshing your blog. They’re not hanging on your next product update. In fact, according to the 6sense 2024 Buyer Experience Report, 84% of B2B deals start with the first vendor the buyer talks to — and that vendor is almost always someone they already know.
So, the real challenge isn’t converting leads. It’s being known long before the buyer enters the funnel. This is your guide to building a brand that’s impossible to ignore — even when nobody’s buying.
Buyers Don’t Care, Until They Do
Let’s talk about the "95% rule" popularised by marketing researcher John Dawes. It’s simple:
“95% of your potential B2B customers aren’t in-market right now.”
They’re doing other things. Solving different problems. Not looking for you. But when they are ready, they won’t start with research — they’ll start with the brand that’s already in their head. Your job is to be that brand.
This isn’t just a theory. It's supported across the board:
Gartner says B2B buyers are 70% of the way through their decision before ever contacting a vendor.
6sense confirms most deals start with the vendor the buyer already knows.
Forrester urges brands to “influence early” by showing up where buyers spend their research time — online, independently.
So how do you win over the 95% who aren’t buying today, to secure the 5% who are?
What This Means for B2B Marketers
Most marketing teams are fixated on the short term — lead generation, conversion rates, bottom-funnel efficiency. But the big wins live in long-term brand-building.
Yes, CRM targeting and intent data have their place. But if your brand hasn’t built recognition before the buyer is in-market, you’re already playing catch-up.
Instead of fighting for scraps in the lower funnel, invest in shaping perception higher up. When the need arises, your brand should be the obvious choice — not just one of many.
“Mental availability is the key currency. If they know you, they’ll call you.” – John Dawes
Key Tenets of Great B2B Marketing
1. Tell a Story Worth Repeating
Forget feature lists and jargon. Focus on the problem you solve and the outcomes you deliver. Make your message:
Clear: No buzzwords, just value.
Relatable: Speak their language, not yours.
Repeatable: Build a narrative others can carry for you.
Stories stick. Data doesn’t.
2. Be Generous with Your Expertise
Most B2B buyers spend just 17% of their buying journey talking to suppliers (Gartner). The rest? They're researching independently.
Make your brand the most useful resource they encounter:
Publish how-to guides, benchmarks, and thought leadership.
Turn your website into a toolkit.
Be known for helping — not selling.
“The brand that helps, wins.”
3. Invest in Above-the-Line Media
Yes, it's more expensive. But ATL media — think TV, digital video, OOH — builds awareness at scale and keeps your brand top-of-mind.
If your audience isn’t actively searching, don’t wait for them to stumble across your gated whitepaper. Find them where they already are.
ATL = visibility with the 95% that aren’t Googling your product right now.
What You Can Do Right Now
If you're ready to build for the long term, here’s where to start:
Audit your brand presence: Are you memorable before the buyer is in-market?
Rebalance your budget: Carve out spend for awareness, not just activation.
Rethink your message: Stop leading with what your product does. Start with what it means to your customer.
Commit to consistency: Brand-building doesn’t happen in bursts. It happens through repetition.
The Bottom Line
B2B marketing isn’t a battle of who shouts loudest in Q4. It’s a long game of trust, recognition, and familiarity.
You don’t need to reach every buyer when they’re ready. You need to reach every buyer before they’re ready — so when the moment comes, you’re the first name they think of.
Build for the 95%. Win the 5%.
Because when buyers finally care, they’ll choose the brand they already know. Make sure it’s yours.
Other Interesting Articles
(MFM — 02)
©2025
All posts
The B2B Branding Imperative
Win the 95% to Earn the 5%
Published
Apr 11, 2025
Topic
B2B
The B2B Branding Imperative: Win the 95% to Earn the 5%
In the world of B2B marketing, there’s one inconvenient truth marketers often forget: most buyers don’t care about you. Not yet, anyway.
They’re not refreshing your blog. They’re not hanging on your next product update. In fact, according to the 6sense 2024 Buyer Experience Report, 84% of B2B deals start with the first vendor the buyer talks to — and that vendor is almost always someone they already know.
So, the real challenge isn’t converting leads. It’s being known long before the buyer enters the funnel. This is your guide to building a brand that’s impossible to ignore — even when nobody’s buying.
Buyers Don’t Care, Until They Do
Let’s talk about the "95% rule" popularised by marketing researcher John Dawes. It’s simple:
“95% of your potential B2B customers aren’t in-market right now.”
They’re doing other things. Solving different problems. Not looking for you. But when they are ready, they won’t start with research — they’ll start with the brand that’s already in their head. Your job is to be that brand.
This isn’t just a theory. It's supported across the board:
Gartner says B2B buyers are 70% of the way through their decision before ever contacting a vendor.
6sense confirms most deals start with the vendor the buyer already knows.
Forrester urges brands to “influence early” by showing up where buyers spend their research time — online, independently.
So how do you win over the 95% who aren’t buying today, to secure the 5% who are?
What This Means for B2B Marketers
Most marketing teams are fixated on the short term — lead generation, conversion rates, bottom-funnel efficiency. But the big wins live in long-term brand-building.
Yes, CRM targeting and intent data have their place. But if your brand hasn’t built recognition before the buyer is in-market, you’re already playing catch-up.
Instead of fighting for scraps in the lower funnel, invest in shaping perception higher up. When the need arises, your brand should be the obvious choice — not just one of many.
“Mental availability is the key currency. If they know you, they’ll call you.” – John Dawes
Key Tenets of Great B2B Marketing
1. Tell a Story Worth Repeating
Forget feature lists and jargon. Focus on the problem you solve and the outcomes you deliver. Make your message:
Clear: No buzzwords, just value.
Relatable: Speak their language, not yours.
Repeatable: Build a narrative others can carry for you.
Stories stick. Data doesn’t.
2. Be Generous with Your Expertise
Most B2B buyers spend just 17% of their buying journey talking to suppliers (Gartner). The rest? They're researching independently.
Make your brand the most useful resource they encounter:
Publish how-to guides, benchmarks, and thought leadership.
Turn your website into a toolkit.
Be known for helping — not selling.
“The brand that helps, wins.”
3. Invest in Above-the-Line Media
Yes, it's more expensive. But ATL media — think TV, digital video, OOH — builds awareness at scale and keeps your brand top-of-mind.
If your audience isn’t actively searching, don’t wait for them to stumble across your gated whitepaper. Find them where they already are.
ATL = visibility with the 95% that aren’t Googling your product right now.
What You Can Do Right Now
If you're ready to build for the long term, here’s where to start:
Audit your brand presence: Are you memorable before the buyer is in-market?
Rebalance your budget: Carve out spend for awareness, not just activation.
Rethink your message: Stop leading with what your product does. Start with what it means to your customer.
Commit to consistency: Brand-building doesn’t happen in bursts. It happens through repetition.
The Bottom Line
B2B marketing isn’t a battle of who shouts loudest in Q4. It’s a long game of trust, recognition, and familiarity.
You don’t need to reach every buyer when they’re ready. You need to reach every buyer before they’re ready — so when the moment comes, you’re the first name they think of.
Build for the 95%. Win the 5%.
Because when buyers finally care, they’ll choose the brand they already know. Make sure it’s yours.
Other Interesting Articles
(MFM — 02)
©2025
All posts
The B2B Branding Imperative
Win the 95% to Earn the 5%
Published
Apr 11, 2025
Topic
B2B
The B2B Branding Imperative: Win the 95% to Earn the 5%
In the world of B2B marketing, there’s one inconvenient truth marketers often forget: most buyers don’t care about you. Not yet, anyway.
They’re not refreshing your blog. They’re not hanging on your next product update. In fact, according to the 6sense 2024 Buyer Experience Report, 84% of B2B deals start with the first vendor the buyer talks to — and that vendor is almost always someone they already know.
So, the real challenge isn’t converting leads. It’s being known long before the buyer enters the funnel. This is your guide to building a brand that’s impossible to ignore — even when nobody’s buying.
Buyers Don’t Care, Until They Do
Let’s talk about the "95% rule" popularised by marketing researcher John Dawes. It’s simple:
“95% of your potential B2B customers aren’t in-market right now.”
They’re doing other things. Solving different problems. Not looking for you. But when they are ready, they won’t start with research — they’ll start with the brand that’s already in their head. Your job is to be that brand.
This isn’t just a theory. It's supported across the board:
Gartner says B2B buyers are 70% of the way through their decision before ever contacting a vendor.
6sense confirms most deals start with the vendor the buyer already knows.
Forrester urges brands to “influence early” by showing up where buyers spend their research time — online, independently.
So how do you win over the 95% who aren’t buying today, to secure the 5% who are?
What This Means for B2B Marketers
Most marketing teams are fixated on the short term — lead generation, conversion rates, bottom-funnel efficiency. But the big wins live in long-term brand-building.
Yes, CRM targeting and intent data have their place. But if your brand hasn’t built recognition before the buyer is in-market, you’re already playing catch-up.
Instead of fighting for scraps in the lower funnel, invest in shaping perception higher up. When the need arises, your brand should be the obvious choice — not just one of many.
“Mental availability is the key currency. If they know you, they’ll call you.” – John Dawes
Key Tenets of Great B2B Marketing
1. Tell a Story Worth Repeating
Forget feature lists and jargon. Focus on the problem you solve and the outcomes you deliver. Make your message:
Clear: No buzzwords, just value.
Relatable: Speak their language, not yours.
Repeatable: Build a narrative others can carry for you.
Stories stick. Data doesn’t.
2. Be Generous with Your Expertise
Most B2B buyers spend just 17% of their buying journey talking to suppliers (Gartner). The rest? They're researching independently.
Make your brand the most useful resource they encounter:
Publish how-to guides, benchmarks, and thought leadership.
Turn your website into a toolkit.
Be known for helping — not selling.
“The brand that helps, wins.”
3. Invest in Above-the-Line Media
Yes, it's more expensive. But ATL media — think TV, digital video, OOH — builds awareness at scale and keeps your brand top-of-mind.
If your audience isn’t actively searching, don’t wait for them to stumble across your gated whitepaper. Find them where they already are.
ATL = visibility with the 95% that aren’t Googling your product right now.
What You Can Do Right Now
If you're ready to build for the long term, here’s where to start:
Audit your brand presence: Are you memorable before the buyer is in-market?
Rebalance your budget: Carve out spend for awareness, not just activation.
Rethink your message: Stop leading with what your product does. Start with what it means to your customer.
Commit to consistency: Brand-building doesn’t happen in bursts. It happens through repetition.
The Bottom Line
B2B marketing isn’t a battle of who shouts loudest in Q4. It’s a long game of trust, recognition, and familiarity.
You don’t need to reach every buyer when they’re ready. You need to reach every buyer before they’re ready — so when the moment comes, you’re the first name they think of.
Build for the 95%. Win the 5%.
Because when buyers finally care, they’ll choose the brand they already know. Make sure it’s yours.