How do we break the very long purchasing cycle?

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Rule 95-5 challenges conventional wisdom by suggesting that most advertising efforts are directed at business-to-business (B2B) buyers who are not currently in the market. However, behind this counterintuitive concept lies a fundamental principle that is crucial to brand success: the power of memorized connections.

Advertising serves as a tool kazakhstan cell phone number list to establish and reinforce stored bonds with potential buyers. These bonds lie dormant until buyers enter the market, at which point they stimulate consideration of brands they have been exposed to over time. Imagine a scenario where a company invests heavily in advertising, ensuring that its brand remains prominent in the minds of consumers. When those consumers ultimately decide to make a purchase, the stored bonds cultivated through effective advertising come to life, directing their attention to the advertised brand.


However, it is certainly not an easy task, we are talking about the tricky B2B market after all:

Let’s take an example: Have you recently purchased something significant for your business? A new phone system, perhaps, payroll software, Salesforce IT support, or simply a new carpet for the office?

If the answer is yes, you will know that you will not be searching for these same items again for a long time.

The purchasing time in the B2B market is long (very long): as a rule, we change our service providers, as happens with major banks or law firms, on average every five years.

Unfortunately, only 20% of buyers are “in-market” over the course of a year: 95% are not in the market. Our ad must therefore be able to build messages that are relevant to the brand in the long term.