Podcast · 41 min

Don’t Market to the 5% of Buyers Who Are Ready to Buy Today with Jon Lombardo

Jon Lombardo · xGrowth Free Beginner

Don’t Market to the 5% of Buyers Who Are Ready to Buy Today with Jon Lombardo

Jon Lombardo ran research at LinkedIn's B2B Institute, so this is the 95-5 idea explained by the person who helped popularise it. He gives you the plain language version of why chasing only the buyers in market today gets more expensive every year.

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The question it answers

  1. What is the difference between brand and demand, in plain terms?

Read with it

  1. 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... LinkedIn B2B Institute Report · Report hub How B2B Brands Grow LinkedIn B2B Institute with the Ehrenberg-Bass Institute
  2. Median marketing spend around 8 percent of ARR and sales around 15 percent, split by funded versus bootstrapped, from a survey... SaaS Capital Report · 15 min read 2026 Spending Benchmarks for Private B2B SaaS Companies Nick Perry
  3. Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day... Think with Google Article · 8 min read How India's SaaS brands can create, scale and supercharge global growth Think with Google APAC
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