Who knows, right?


An Article from Marketing Week, originally published in September 2021, suggests that the 95:5 rule could be the new 60:40. Despite its 2021 origin, it still holds relevance in our current marketing landscape. It’s worth considering its implications for future strategies.


After reading this article, I sent it to our Sales team with a ‘no s**t Sherlock’ subject line – I have been annoying them with my car tyre analogy for years. You can send me the best email in the world, with the best prices, from the best brand in the sector, and if I don’t need car tyres, then I’ll scroll on by. However, if I receive regular messages with a mixture of brand-building messages, product information, reviews, etc., I will remember that company when I eventually need tyres. Isn’t that how Marketing should work?


There is always another side – if there is a new product in the market that no one has, how do you first find out about it if you don’t receive an email about it or see an advert for it? But if the product is new, you need to know who to market it to, so you’ll need to send it to and build a picture of who is interested in future marketing.


At Market Location, we value our customers and their unique needs. We’re proud to work alongside them in the quest for more leads, Sales, and reach for their Marketing. We offer a much more consultative sell these days, asking questions about the company we are trying to help before mentioning our data. This approach ensures that our customers get what they need, even if it’s different from what they thought they needed at the start of our conversation. It’s about understanding and meeting their specific needs.


In these discussions, we aim to re-align our customer’s expectations – according to the Marketing Week survey, 95% of B2B marketers expect a significant sales uplift within the first two weeks of a campaign. If ads or emails could make people need the product/service, that may be correct, but they can’t. They can only attract people to buy with you if they are looking for the product/services or present a new idea to someone who hasn’t thought of using your product/service within their business.


Instead of expecting immediate results, it’s crucial for companies to plan for a longer-term nurture campaign. This approach introduces the brand, builds its image, addresses customer pain points, and offers regular attractive deals. Such a campaign can significantly impact customer engagement and lead generation over an extended period.


New thought process:

  • Start with the knowledge that this may be a marathon with the majority and a sprint for the rest, so you are aiming for a longer-term finish line.
  • Aim your creativity at longer-term nurture – you’re not pushing buyers down a funnel; you are trying to stand out from the crowd and be remembered! The ‘buy now’ concept will work for a small market segment looking for your product/service at that time but will not be relevant to the rest of the market.
  • While intent signals can help target very specific customer segments, the real value lies in reaching a wider market and creating a lasting brand memory. By priming the wider audience, you can ensure they know exactly where to go when they need your product/service. This is the power of effective marketing.


As a female writing this article, I don’t need a shaver, but I know all about the qualities that Gillette can offer :)