From the Archive: The 95/5 Rule: Rethinking Reach and Timing
From the Archive: The 95/5 Rule: Rethinking Reach and Timing  
Podcast: The Marketing Architects
Published On: Tue Mar 31 2026
Description: This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! This episode, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why it applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. Topics covered: [01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking [04:00] Why the rule makes sense for B2B but challenges B2C assumptions [07:00] How modern marketing overemphasizes tracking immediate conversions [09:00] Calculating the 95/5 rule for your specific category [12:00] Creative strategies that build memory structures for future buyers [14:00] Shifting from hunter to farmer mentality in advertising strategy [17:00] Brand versus performance marketing balance under this rule To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: The 95:5 Rule: https://www.linkedin.com/pulse/955-rule-john-dawes/Why You Should Follow The 95-5 Rule: https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/ Calculate your in-market audience: mymarketcalculator.comGet more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.