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LinkedIn B2B Institute

1 resource from LinkedIn B2B Institute we point people to, and the questions each answers.

📊 Report
✓ Link checked Free Intermediate

The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at future demand. It is the evidence base for arguing brand budget with a CFO.

How B2B Brands Grow

From LinkedIn B2B Institute by LinkedIn B2B Institute with the Ehrenberg-Bass Institute Report hub

  • Double jeopardy law: loyalty follows penetration, so growth comes from acquiring new buyers, not loving existing ones harder.
  • The 95-5 rule: almost all of your market is out of market right now, which is why brand beats pure performance spend.
  • For B2B brands, lack of awareness is a far bigger problem than active rejection.
  • The job is mental and physical availability: be easy to bring to mind and easy to find in a buying situation.
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Answers How do I fund and staff a category play without starving pipeline? How do I tell if the category is working, or if we are just talking to ourselves? What is the difference between brand and demand, in plain terms? Our content gets likes but no pipeline. What do I change? How much of my budget should go to brand versus demand? How do I measure brand when it does not show up in the attribution report? What does world class thought leadership actually look like, concretely?
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