![This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! <br /><br />This episode, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why it applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. <br /><br />Topics covered: <br />[01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking <br />[04:00] Why the rule makes sense for B2B but challenges B2C assumptions <br />[07:00] How modern marketing overemphasizes tracking immediate conversions <br />[09:00] Calculating the 95/5 rule for your specific category <br />[12:00] Creative strategies that build memory structures for future buyers <br />[14:00] Shifting from hunter to farmer mentality in advertising strategy <br />[17:00] Brand versus performance marketing balance under this rule <br /><br />To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. <br /><br />Resources: <br /><br />The 95:5 Rule: <a href="https://www.linkedin.com/pulse/955-rule-john-dawes/" target="_blank" rel="noreferrer noopener">https://www.linkedin.com/pulse/955-rule-john-dawes/</a><br /><br />Why You Should Follow The 95-5 Rule: <a href="https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/" target="_blank" rel="noreferrer noopener">https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/</a> <br /><br />Calculate your in-market audience: mymarketcalculator.com<br /><br />Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.](https://us-central1-podcastguru-217d6.cloudfunctions.net/gcf_get_image?image_url=https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/0c/ae/7b/0cae7bcb-d275-44e3-affd-84a8c86ff67b/mza_15637269619930646081.jpg/600x600bb.jpg&width=300&height=300&api_key=xqFmUFX5BHLBTA)
The Marketing Architects
Marketing Architects
From the Archive: The 95/5 Rule: Rethinking Reach and Timing
MAR 31, 202624 MIN
From the Archive: The 95/5 Rule: Rethinking Reach and Timing
MAR 31, 202624 MIN
Description
This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! <br /><br />This episode, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why it applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. <br /><br />Topics covered: <br />[01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking <br />[04:00] Why the rule makes sense for B2B but challenges B2C assumptions <br />[07:00] How modern marketing overemphasizes tracking immediate conversions <br />[09:00] Calculating the 95/5 rule for your specific category <br />[12:00] Creative strategies that build memory structures for future buyers <br />[14:00] Shifting from hunter to farmer mentality in advertising strategy <br />[17:00] Brand versus performance marketing balance under this rule <br /><br />To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. <br /><br />Resources: <br /><br />The 95:5 Rule: <a href="https://www.linkedin.com/pulse/955-rule-john-dawes/" target="_blank" rel="noreferrer noopener">https://www.linkedin.com/pulse/955-rule-john-dawes/</a><br /><br />Why You Should Follow The 95-5 Rule: <a href="https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/" target="_blank" rel="noreferrer noopener">https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/</a> <br /><br />Calculate your in-market audience: mymarketcalculator.com<br /><br />Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.