Question: What is the 95-5 rule?
- 95% of marketers are driving brand awareness
- 95% of buyers are out-of-market at any given time
- 95% of buyers are in market at any given time
- 95% of brands have a brand strategy
Explanation
The 95-5 Rule states that most category buyers are out-market at any given time. This supports brand strategy because future buyers need memory-building before they are ready to purchase. LinkedIn’s B2B Institute connects this rule to investing in brand advertising for future cash flows. Lead generation can address the smaller in-market group, while brand activity builds mental availability among the larger future-buyer audience.
Why the other options are incorrect
95% of marketers is unrelated to LinkedIn’s buyer availability principle.
95% of buyers are in market reverses the meaning of the 95-5 Rule.
95% of brands is not part of LinkedIn’s definition of the 95-5 Rule.
Source for verification
https://business.linkedin.com/advertise/resources/b2b-institute/b2b-research/trends/95-5-rule
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