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The 95-5 Rule Will Improve Your B2B Advertising, with Ty Heath from The B2B Institute
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โจ Dive into our latest exploration, where we invite Ty Heath, Director at LinkedIn B2B Institute, to uncover the intriguing "95-5 Rule" in B2B marketing. From insightful details to practical tips on how to balance short-term B2B advertising with long-term brand building, this episode is your go-to source for creating new opportunities and enhancing your B2B marketing efforts.
๐Special Episode Links:
- Ty Heath on LinkedIn
- LinkedIn's 95-5 Rule
- The B2B Institute
- Ty's Aston Martin Video
- The Brand-ABLE framework
- The ABLe Change Framework
- LinkedIn Brand Lift Studies
- LinkedIn: Situational Awareness
- SAS Viya's Drowning in Data video campaign
- B2B Edge consultancy program
- Reach Maximalism
- Situational Awareness
๐ Key Takeaways:
- Only 5% of the potential market is actively looking to buy, while the other 95% are not; therefore, marketing efforts should address both.
- Brand advertising is essential in reaching the "out-market" customers to prepare them for future buying decisions.
- Building a brand isn't just about creating immediate sales; it's about creating memory and recognition that pay off in the long term.
- Incorporating mental models and distinctive brand assets enhances brand recall and consumer connection.
๐ Timestamps:
0:23 - Ty Heath's career background and role at LinkedIn
5:29 - The poor mental model of how people operate at the B2B institute
6:28 - Research ideas and new types of opportunities that work in B2B
10:20 - 95-5 Rule model in B2B marketing
13:29 - The ability to build memory with future customers
16:50 - Effectively reach out-market customers
18:54 - How to measure the success of brand-oriented memory marketing efforts
22:05 - Research about the CMO scorecard
26:02 - Attention x Branding x Linkage = Equity
28:57 - Balancing short-term lead generation with long-term brand building
34:09 - Understand how long-term efforts work from the sales standpoint
39:06 - Brand that is making the 95-5 rule right and the future of B2B marketing
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๐ More About Us:
๐ Website: https://t2m.io/LAR-Website
๐ผ Linkedin: https://t2m.io/LAR-LinkedIn
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