What is the 95-5 rule?
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Correct answer: 95% of buyers are out-of-market at any given time.
Why this is the answer
The 95-5 Rule states that most category buyers are out-market at any given time. This supports brand strategy because future buyers need memory-building before they are ready to purchase. LinkedIn’s B2B Institute connects this rule to investing in brand advertising for future cash flows. Lead generation can address the smaller in-market group, while brand activity builds mental availability among the larger future-buyer audience.
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