✨ 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.

📝Special 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

🔑 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.

🕒 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...