The 95/5 rule is a harsh reality check: at any given moment, a mere 5% of your target audience is actively looking to buy. The other 95%? They’re either blissfully unaware of their problem, or they’re not ready to make a decision.
So, what’s a B2B tech marketer to do?
Well, we can’t force people to buy, but we can certainly influence their decision-making process. Here’s how:
- Educate, Educate, Educate: Content marketing is your secret weapon. Create high-quality, informative content that addresses your target audience’s pain points and challenges. Think blog posts, whitepapers, webinars, and video content. The goal is to position yourself as a trusted advisor and build brand authority.
- Nurture, Nurture, Nurture: Once you’ve captured their attention, it’s time to nurture your leads. Implement a robust email marketing strategy to deliver personalized content and keep your brand top of mind.
- Personalize, Personalize, Personalize: One-size-fits-all marketing is dead. Use data and analytics to segment your audience and deliver tailored messages. Personalized emails, targeted ads, and customized content can make a huge difference.
- Measure, Measure, Measure: Track your marketing efforts to identify what’s working and what’s not. Use analytics tools to measure website traffic, email open rates, and conversion rates.
- Adapt, Adapt, Adapt: The marketing landscape is constantly changing. Stay ahead of the curve by continuously testing new tactics and strategies. Be willing to pivot and adjust your approach as needed.
By understanding and applying the 95/5 rule, B2B tech marketers can create more effective, efficient, and profitable campaigns. Remember, it’s not just about the 5%; it’s about nurturing the 95% and turning them into loyal customers.
