The 95-5 Rule
Learn why you should reach people who will not buy from you today.
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Below you'll find our B2B Trends, a compilation of contrarian ideas in marketing. We believe that following these little-known best practices can give you a significant edge over your competition, if you’re brave enough to reject consensus opinion.
Strategy
Rethink how you use data and insights to inform your marketing strategy.
Creative
Rethink how best to structure your creative for maximum impact.
Distribution
Rethink how you distribute that creative to your key audiences.
Measurement
Rethink how you measure the impact of your marketing.
Highlights
The 95-5 Rule
Learn why you should reach people who will not buy from you today.
Read more
The First Impression Rose
Learn why first impressions are everything, and how to maximize your chances of making the 'Day 1' list.
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Hidden Buyer Gap
Learn why you shouldn’t overlook the buyers you can’t see.
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Sea of Sameness
Learn why blending in doesn’t earn you a competitive advantage, and what it takes to stand out.
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95-5 Rule
The First Impression Rose
Search for Similarities
Sea of Sameness
Hidden Buyer Gap
Peak End Rule
Memory Corrosion
People Don't Buy From Clowns
Performance Branding
Earn It or Pay It
Central Casting
Situational Awareness
Strategy by Subtraction
Reach Maximalism
The Product Delusion
Impersonalization At Scale
Quantum Marketing
Death of Personas
The Signal to Noise Ratio
Originality Delusion
The Science Of Brand
Bionic Marketing
The Score Algorithm
Marketing Iatrogenics
The Subprime Data Crisis
You Are What You Signal
Media Value Investing
The War On Brand
Myth of Small Bets
The Loyalty Lie
The Click-Through Conspiracy
Measure, Fast And Slow
All-Time Marketing
Replicate or Die
The ROI Trap
3 Macro Trends For The Next Decade
Marketers always want to know, "what will change?" but we prefer to explore a more important question, "what won't change?". Why does "what won't change" matter more? You can build a business on ideas that won't change.
In our 2030 B2B Trends report, we cover the 3 macro trends that will define the next ten years of B2B marketing.
Learn more about our performance branding program, B2B Edge.