The 95:5 Rule Is The New 60:40 Rule

Too many B2B marketers think that marketing works through persuasion — by pushing buyers down a funnel by explaining the benefits of a product or service. The problem is that this fundamental misconception sets those people up for failure.

Expecting a significant jump in sales within the first few weeks of a campaign makes sense, but only if advertising is what convinces buyers to make a purchase. The reality is that marketing works the exact opposite way. Effective marketing, especially when it comes to content marketing, should be focused on increasing sales in the future.

Peter Weinberg and Jon Lombardo — the heads of research and development at the B2B Institute, a think tank at LinkedIn — break it down in this MarketingWeek piece.

https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/