The 95:5 Rule Of Marketing: Rethinking Growth In The IT Channel

How does B2B marketing really work? It’s a fascinating question – but here’s an even more thought-provoking one: how do B2B marketers think it works?

The reality is that many of us in B2B marketing have fundamentally misunderstood how growth is achieved. This misunderstanding often leads to unrealistic expectations, a fixation on short-term results, and strategies that fall flat.

Let’s dig into that a little more. A lot of marketers still operate under the assumption that marketing works by “pushing” buyers down a funnel, using product benefits and persuasive tactics to drive quick sales. In fact, surveys show that 95% of B2B marketers expect to see significant sales within just two weeks of launching a campaign.

But here’s the truth, grounded in research published by Marketing Week and led by Professor John Dawes of the Ehrenberg-Bass Institute: only 5% of B2B buyers are actively in-market at any given time. The other 95%? They’re out-of-market: not ready to buy today, next week, or even next quarter. And no amount of persuasion can change that.

Redefining success with the 95:5 rule

Rather than fixating on the 5% who are ready to buy now, the 95:5 Rule shifts the focus to the 95% who will buy in the future. The goal is simple: to influence those out-of-market buyers so that when the time comes – when they move themselves into the market – it’s your brand they remember and turn to.

For IT channel marketers, this shift in thinking is transformative. Success isn’t about chasing quick wins; it’s about creating a brand that’s memorable, distinct, and trusted. It’s about building relationships and experiences that ensure your channel partners or buyers think of you first when they’re ready to act.

A call for a new marketing approach

The IT channel is evolving at an extraordinary pace, but one thing remains constant: people no longer just want to buy from you – they want to buy into you. For channel ecosystem partners, this change in buyer behaviour calls for a rethink of traditional marketing approaches.

The 95:5 Rule challenges us to reshape our perspective on growth and success. It urges us to move beyond transactional thinking and focus on creating experiences that resonate, brands that endure, and partnerships that thrive in the long term.

Applying the 95:5 rule to the IT channel

1. Mental availability drives growth

Building trust and familiarity is crucial in the IT channel. Your partners need to know, like, and remember your brand – not just your products. This requires:

Familiarity: Ensure your brand is visible and relevant across the ecosystem.
Salience: Stand out with a clear, distinctive message that partners associate with you.
Memorability: Create content and campaigns that resonate long after the initial touchpoint.

2. Physical availability matters

Make it as easy as possible for IT channel partners to find and engage with your solutions. Simplify processes, offer intuitive resources, and ensure they feel supported at every step.

3. Stop timing the customer

As Dawes explains, “People largely use their memories when buying, rather than searching.” If you’re only marketing to the 5% in-market today, you’ve already lost the bigger opportunity. The 95% are building their preferences long before they’re ready to act.

4. Broader reach, better results

Finally, stop hyper-targeting only those in-market today. Broaden your targeting to include future decision-makers, those exploring your category, and even those unaware of their needs. By investing in category-wide visibility, you’ll ensure your brand is in their memory when they’re ready to act.

Shifting marketing objectives in the IT channel

The 95:5 Rule also forces us to rethink what “success” means in the IT channel. Quick wins are tempting, but long-term growth requires patience and vision:

Set Realistic Goals: Understand that meaningful results often take months, not weeks.
Invest in Brand: Focus on brand-building campaigns that position your company as a trusted partner.
Create Memorable Experiences: Partners remember brands that inspire confidence and demonstrate long-term value.

Embracing bold and memorable marketing

Channel partners are bombarded with technical, product-heavy messaging. To stand out, your marketing needs to be as memorable as your solutions are powerful. Think beyond the features – tell stories of transformation, success, and collaboration that make your brand feel human and approachable.

And don’t forget to have fun with it. Bold, creative campaigns that challenge the status quo are more likely to be remembered, especially by the 95% who aren’t ready to act just yet.

Build for tomorrow, today

The IT channel isn’t just about selling products; it’s about building relationships and positioning yourself as a go-to partner for future opportunities. The 95:5 Rule reminds us that growth happens over time, by influencing perceptions and creating a brand that’s easy to trust and hard to forget.

So, stop chasing the 5% – start investing in the 95%. Your future self (and your channel partners) will thank you.