Glossary/Brand & Performance Marketing/95-5 Rule
Brand & Performance Marketing
95-5 Rule
The idea that only about 5% of B2B buyers are in market at any time.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The 95-5 rule is the idea that only about 5% of B2B buyers are in market for a given product at any time, while roughly 95% are not. It was popularized by the LinkedIn B2B Institute and Ehrenberg-Bass research. The implication is that brands should build memory with future buyers, not just target current demand.