Subscriber Exclusive 
Is time the most underrated metric in marketing?
Is the trade-off between short-term metrics and long-term brand building setting marketers up to fail when it comes to appreciating the importance of time for both brands and consumers?
Marketers who follow research from the Ehrenberg-Bass Institute and the LinkedIn B2B Institute will be familiar with the concept of the 95:5 rule.
The rule states that in B2B marketing at any given time 95% of your target audience will not be in the market for your product or services. Rather than just seeking to focus on the 5% who might be, the rule suggests increasing brand building efforts – so that when the 95% are ready to buy they know where to go.
